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Making content findable, useful, and meaningful

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Slides from Now What 2016

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Making content findable, useful, and meaningful

  1. 1. Leaving the Field of Dreams: Making Content Useful, Findable and Meaningful Now What Conference April 2016 @meaningmeasure Misty Weaver
  2. 2. Content Strategy SEO Content Marketing
  3. 3. Persistent Myth
  4. 4. If you build it cgpgrey.com
  5. 5. They will come cgpgrey.com
  6. 6. chrisjoelcampbell.com
  7. 7. Problem solving is listening •shivelycreative.com
  8. 8. Myth: Talk about yourself https://www.instagram.com/socalitybarbie
  9. 9. Myth: It’s all about that metadata Daniel Mietchen
  10. 10. Myth: Speed will save you kakisky
  11. 11. Myth: All you need is a button
  12. 12. This has all happened before
  13. 13. The text isn’t missing The value is
  14. 14. Does the field of dreams lead to fear of failure? kakisky
  15. 15. @factorfirm Research Research Research
  16. 16. No new reward in old tricks quicksandala
  17. 17. Reduce risk. Increase chance of reward.
  18. 18. Content Strategy Is Useful
  19. 19. What do you mean Content Strategy? •scoutthecity.com
  20. 20. Provide the right content, for the right people, in the right place, at the right time. Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the- drawer-with-governance
  21. 21. Business + Audience Resources = Plan
  22. 22. Useful Content Informs
  23. 23. http://bit.ly/1JwQwm2
  24. 24. Useful v. Functional
  25. 25. Information is no good if it can’t be found.
  26. 26. The CMS Adventure •instagram.com/sergio_rola
  27. 27. Designing for robots http://bit.ly/PST8Uv
  28. 28. SEO = Technical Optimizing your website so that search engine bots can easily crawl and index your website
  29. 29. http://www.slideshare.net/rlovinger/metadata-is-a-love-note-to-the-future/ Rachel Lovinger Jason Scott, @textfiles
  30. 30. Meta Descriptions
  31. 31. What happens when you have 31 H1 tags on every page?
  32. 32. Qwertyxp2000
  33. 33. Don’t forget the alt tags
  34. 34. SEO = User Experience?
  35. 35. You can’t optimize what you don’t have
  36. 36. Findable content provides answers
  37. 37. How do you sell jeans when you only have denim?
  38. 38. The SEO myth
  39. 39. SEO is a long game Matthew Barby http://searchengineland.com/dont-tell-seo-244465
  40. 40. Not enough •banbandesigns.com
  41. 41. Too Thin pedrojperez
  42. 42. Topical Authority dr_evil
  43. 43. Too darn much lauramusikanski
  44. 44. It might just be who you know gabrielgurrola.com
  45. 45. Links = Relationships daniellemacinnes.com
  46. 46. http://pybop.com/ask-a-content-strategist/
  47. 47. Informative, useful content makes you visible Good, easy to find answers make you credible Meaning is differential
  48. 48. What makes you meaningful?
  49. 49. Content Marketing Myths http://thenextscoop.com/effective-visual-content-marketing-plan-for-your-business/
  50. 50. Content Marketing? thesoutherntrunk.com
  51. 51. Content Marketing •kat.io
  52. 52. If there’s a who, what, when, where, how, there’s also a SO WHAT.
  53. 53. Bust the myth of high quality content Gathercontent.com
  54. 54. Add value through knowledge
  55. 55. What you need for Content Marketing beglib
  56. 56. Michelin Stars
  57. 57. AirBNB
  58. 58. Inform your research
  59. 59. Oh, the journeys they’ll make
  60. 60. Have their answers ready
  61. 61. Coverage and Connection
  62. 62. Educate Answer Inform Themes Evergreen Promotion
  63. 63. Leaving the Field Backyard Politics
  64. 64. EMPTY
  65. 65. Engagement = Hard
  66. 66. Internet = Full
  67. 67. Cats = Who Knows?
  68. 68. 3E6699Find your ratio
  69. 69. Give generously of your knowledge
  70. 70. Thank you! I’ve been @meaningmeasure Now What Conference April 2016 By: name Date Misty Weaver

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