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The Bruce Lee Guide to Strategic Content

This was a presentation I did for Pubcon Austin about Content Strategy and SEO.

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The Bruce Lee Guide to Strategic Content
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The Bruce Lee Guide to Strategic Content

  • 9. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  • 10. Read This (if you haven’t already) Message architecture worksheet
  • 11. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  • 12. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  • 13. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  • 14.  A Blog Is NOT a Content Strategy.  Content Strategy is a decade +old emerging prac .  Differentiate Content Strategyfrom a Content M  Research and Apply ThePrinciples of Content Str .
  • 17. Use Client Profiles Organize all client insights, messaging, documentation in one place for the team working on it. Get client / stakeholders to sign off on all campaign goals and communication documents early on in the process. Content Analysis Tool Web Content Audit Tool Google Xpath Content Matrix LucidCharts Adwords Tool, Google Trends Social Crawlytics, Quantcast, Compete, Open Site Explorer, LinkDex, SEMRush, Topsy, Facebook Ads, Link Detective
  • 19. Buyer Personas Usability Templates Content Templates Usertesting.com Blasamiq Mockups SEOMoz Ahrefs MajesticSEO Search Metrics WordPress SEO CS Generator Tool Mindjet Confluence WP Editorial Calendar Easy Content Templates, Kapost, Trello, DivvyHQ, Raventools, Contently, Compendium
  • 22. Take advantage of social search engines like Topsy, Social Mention, Kurrently and others to uncover audience interests and content ideas based on those interests. Social Media Can Generate Strong Story Ideas - axz.mx/RxeEst 5 Free Social Search Tools - axz.mx/social-searching
  • 23. Use Alchemy API to quickly extract semantic meta-data from existing web pages. Use the results to speed up the creation of metadata frameworks during content planning phases. Using AlchemyAPI for Semantic Analysis and Text Mining - axz.mx/alchemyapis
  • 26. 1. Content Strategy For The Web by Kristina Halvorson – Link 2. Elements of Content Strategy by Erin Kissane – Link 3. Content Strategy at Work by Margot Bloomstein – Link 4. Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link 5. Metadata Workshop by Rachel Lovinger – Link 6. Complete Beginner’s Guide to Content Strategy by Andrew Maier – Link 7. Build Agile SEO Tools Using Google Spreadsheets by Tom Critchlow – Link 8. Using AlchemyAPI for Semantic Analysis and Text Mining by Mike Reich – Link 9. Content Templates to the Rescue by Erin Kissane – Link 10. Building Your Content Strategy with a Message Architecture by Margot Bloomstein – Link 11. Difference Between Content Strategy Content Marketing? by Colleen Jones – Link 12. Psychographics Deconstructed: What We Look Like to… by Marty Weintraub – Link 13. Social Media Can Generate Strong Story Ideas by Kylie Jane Wakefield – Link 14. The New SEO Process (Quit Being Kanye) by Mike King – Link 15. 11 Savvy Ways to Use Buyer Personas… by Rebecca Corliss – Link 16. Fusing Content Strategy with Design by David Gillis – Link 17. An Introduction to User Journeys by Jason Hobbs – Link 18. Doing a Content Inventory by Jeffrey Veen – Link 19. 5 Free Social Search Tools by Steve Floyd – Link
  • 27. 1. Client Profile Template By AXZM – Link 2. Content Strategy Generator Tool V2 by SEO Gadget – Link 3. The Content Matrix Template by Kevin Nichols – Link 4. Website Content Template By Brody Dorland – Link 5. The Epic List of Content Strategy Resources by Jonathon Colman – Link 6. Slide # 9 Graphic by Brain Traffic – Link 7. Slide #11 From Caroline Kealey’s “Message Architecture Worksheet” - Link 8. Slide # 13 Image From The White Paper – Why Securing Communications and Content is a Critical Best Practice by Proofpoint – Link *All Photos of Bruce Lee Are Property of The Respective Copyright Holder
  • 28. For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is Steve Floyd often swept aside as the last part of a Founder / Principle at AXZM project, when I believe it should be twitter: @nawlready one of the very first things addressed, phone: (214) 272-9109 even before design. www.axzm.com

Editor's Notes

  1. The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  2. The Path To Useful, Usable and Findable Content Is Narrow – Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, edit, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance In place.
  3. Getting There Can Be A Serious Challenge – Getting To A Place Where An Organization Has A Truly Strategic Approach To Their Content Can Be Hard To Navigate Without The Right Process, Tools and Roadmap.
  4. There Are A Lot Of Adversaries and Hurdles To Overcome Along The Way – Getting The Cooperation You Need From Various Departments To Execute Can Be Very Hard, Especially With Smaller Organizations Who Do Not Have The Bandwidth to Regularly Source, Ideate, Edit, Approve and Publish Content.
  5. There Are A Lot of Adversaries and Hurdles to Overcome Along The Way – More Often Than Not The Disconnect Between Writers, IT, Marketing and Stakeholders Makes The Process of Publishing Regular – Useful, Usable and Findable Content Next To Impossible.
  6. It Doesn’t Have To Be That Way – There is a Better Way To Go About Creating Content That Keeps All Of The Aforementioned Players In Line With Your Recommended Content Strategy