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Engage Marketing University <br />Content<br />Who needs it?<br />Why bother?<br />By Suzanne McDonald<br />

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Suzanne McDonald<br />Launched Designated Editor in 2008<br />Founded Newport Interactive Marketers<br />Master’s degree i...

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Why bother?<br />We are in an era of information consumption<br />

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Who needs content and why bother

  1. 1. Engage Marketing University <br />Content<br />Who needs it?<br />Why bother?<br />By Suzanne McDonald<br />
  2. 2. Suzanne McDonald<br />Launched Designated Editor in 2008<br />Founded Newport Interactive Marketers<br />Master’s degree in Mass Communications and Journalism<br />Decades of newspaper experience, 6 years at The Boston Globe<br />Best practices and developments in: Search | Social | Usability | Behavioral<br />
  3. 3. Why bother?<br />We are in an era of information consumption<br />
  4. 4. Our current culture requests information when needed<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8. What’s it to you? Or me?<br />
  9. 9. Today’s consumers say<br />You can take this billboard and … erase it<br />
  10. 10. Today’s consumers say …<br />Stop killing trees and cluttering my house <br />
  11. 11. What’s a business owner to do?<br />
  12. 12. Embrace this eraof new opportunities<br />1. Get ahead of your competitors<br />2. Identify with your audience <br />
  13. 13. What is content?<br />Opportunity to initiate a conversation <br />with those who truly want <br />to hear your expertise<br />
  14. 14. Where does content live?<br />
  15. 15. How can content co-exist?<br />
  16. 16. What are folks hearing?<br />Outdated or old websites<br />Unattractive design<br />Too much information<br />Expired information<br />
  17. 17. How can we get there from here?<br />
  18. 18. Tools that respect your time & preserve your budget<br />
  19. 19. Maximize your ROI<br />Step 1 Business development<br /> Identify your best growth areas<br />
  20. 20. Maximize your ROI<br />Step 1 Business development<br /> Identify your best growth areas<br />Step 2 Keyword research<br />What vocabulary are people using?<br />
  21. 21. Maximize your ROI<br />Step 1 Business development<br /> Identify your best growth areas<br />Step 2 Keyword research<br />What vocabulary are people using?<br />Step 3 Build topics from Steps 1 & 2 <br />Discuss topics that best serve your growth markets & use keywords <br />
  22. 22. Thank you&feel free to quiz me  <br />

Editor's Notes

  • We are in an era of information consumption
  • When we’re feeling sick
  • When we’re looking for a new restaurant to try 
  • When we’re going to buy something
  • You can take this billboard and shove it
  • Or stop killing trees and cluttering my house
  • Tools that respect your time &amp; preserve your budget

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