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Not Without Reason: Content Strategy and SEO

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Prepared for the MN Search Summit, June 26, 2015

Published in: Marketing
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Not Without Reason: Content Strategy and SEO

  1. 1. NOT WITHOUT REASON: CONTENT STRATEGY AND SEO Meghan Casey Brain Traffic @meghscase www.captureminnesota.com
  2. 2. Hi. @meghscase #mnsummit
  3. 3. Stuff I’ll Talk About What I mean by “content strategy” Why you should care How it can inform your work What you can do right now (if you’re not already doing it)
  4. 4. – Meghan Casey “Content strategy helps organizations provide the right content, to the right people, at the right times, for the right reasons.”
  5. 5. – Meghan Casey “Content strategy helps organizations provide the right content, to the right people, at the right times, for the right reasons.”
  6. 6. A Framework
  7. 7. Core strategy: States where you will focus your efforts to improve content substance, structure, workflow, and/or governance.
  8. 8. Substance: Story, topic, brand elements, voice and tone Structure: Organization, categorization, component elements CONTENT
  9. 9. Substance … fulfills business objectives by meeting audience needs. Structure … makes content findable and usable for users, and manageable for technology. CONTENT
  10. 10. Workflow: Roles, processes, tools Governance: Policies, standards, guidelines PEOPLE
  11. 11. Workflow ... creates efficiencies across content properties. Governance … empowers, facilitates, and aligns. PEOPLE
  12. 12. – Henry Ford “Thinking is the hardest work there is, which is probably the reason why so few engage in it.”
  13. 13. Black Cat SEO
  14. 14. Black Cat SEO “Our SEO consultant recommends that we try to rank for the term ‘black cat’ in October because it’s something people Google a lot before Halloween.” - Actual client from <large grocery store brand> Not a typo
  15. 15. Black Cat SEO “What content would you drive them to?” - Me
  16. 16. Black Cat SEO “They suggested our cat food category page.” - Client
  17. 17. Black Cat SEO “So, how will it tie to the brand? Is there some spin you can put on cat food and the significance of black cats and Halloween?” - Me
  18. 18. Black Cat SEO “I don’t think so. It will just be a way to drive traffic to the product category page so that people know we carry cat food.” - Client
  19. 19. Black Cat SEO “But, that’s not really what people will be looking for when they search for ‘black cat,’ is it?” - Me
  20. 20. Black Cat SEO “I guess not.” - Client
  21. 21. – Kristina Halvorson “Content strategy helps us say no to things that don’t make sense.”
  22. 22. Reason first.
  23. 23. Answers: - What are we trying to achieve? - What content will help us achieve our goals? - Who is the content for? - Why do they need it? - What do they want and expect from us?
  24. 24. Let’s try something.
  25. 25. Origin Meals We believe a healthy diet should be full of real food, packed with nutrients, and free of potentially irritating ingredients that don’t serve the functions of your body. Our meals are made using responsibly sourced proteins, antioxidant-rich fruits and veggies, and healthy fats and oils. And they never sacrifice flavor.
  26. 26. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style
  27. 27. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style P P P P P P P P P P P
  28. 28. Target Audience Single Busy Believe in the Paleo philosophy Eat Paleo when they have time to cook and prep meals Work out regularly at a Crossfit or other small, locally owned gym
  29. 29. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style
  30. 30. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x
  31. 31. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P
  32. 32. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x
  33. 33. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P
  34. 34. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P
  35. 35. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P
  36. 36. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P
  37. 37. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P
  38. 38. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P P
  39. 39. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P x P
  40. 40. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P x P P
  41. 41. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P x x P P
  42. 42. Business Goals Increase first-time orders from partner gym members Increase recurring orders from partner gym members
  43. 43. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P P P x x P P
  44. 44. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P x x x x x x
  45. 45. Content Objectives Demonstrate how Origin meals help athletes eat to perform Help athletes choose the meal options that fit their lives best
  46. 46. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo- style x P x P P x x x x x x
  47. 47. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms about eating to perform Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Choosing a Paleo plan and working out that matches your workouts article Profiles of people who met their health fitness goals eating Paleo Origin Meals List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style x P x P P x x x x x x
  48. 48. Content Brainstorm Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms about eating to perform Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo- compliant meals Eating Choosing a Paleo plan and working out that matches your workouts article Profiles of people who met their health fitness goals eating Paleo Origin Meals List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style P P P
  49. 49. What if …?
  50. 50. Core Strategy Statement We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
  51. 51. Business Goal We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
  52. 52. Audience We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
  53. 53. Content We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
  54. 54. Here’s what … Ideas that make strategic sense Better use of budget Content the target audience can use Measurable ROI Content producers with clear direction P P P P P
  55. 55. GOAL: Eat so that I don’t starve
  56. 56. GOAL: Eat so that I don’t starve STRATEGY: Go where the food I want is
  57. 57. GOAL: Eat so that I don’t starve TACTIC: Open my mouth STRATEGY: Go where the food I want is
  58. 58. I don’t get it. Why isn’t it working? TACTIC: Open my mouth
  59. 59. What can you do?
  60. 60. Start With a Strategy Ask for it. If it doesn’t exist, do it yourself. Get buy-in.
  61. 61. Content Strategy Tool: The Mad Lib The content we produce helps our company accomplish and by providing and content that makes feel or so that they can or . <goal> <goal> <adjective> <adjective> <audience description> <emotion> <emotion> <task> <task>
  62. 62. Stick With the Strategy Use the strategy to make decisions about what content to create and where to share it. Involve stakeholders in those decisions.
  63. 63. Content Strategy Tool: Decision-Making Matrix Idea B U T Benefits of eating Paleo article 1 1 2 Guest blogger series partnership with Crossfit gyms about eating to perform 2 3 5 Guest blogger series with people new to eating Paleo 1 1 2 Choosing a Paleo plan that matches your workouts 2 3 5
  64. 64. See the Strategy Through Make sure the people creating content or making SEO decisions know and understand the strategy. Review the content products against the strategy.
  65. 65. Content Strategy Tool: Review Checklist Attribute X Supports our strategy to increase new and recurring orders by providing motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles Conveys one or more of the proof points from our messaging framework Addresses an information need or curiosity our audience is likely to have Contains a prominent and appropriate call to action
  66. 66. What else?
  67. 67. Thank you. Meghan Casey Brain Traffic @meghscase www.captureminnesota.com

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