The document discusses crafting multi-channel stories that appeal to both search engines and audiences, emphasizing the importance of evolving content and smarter SEO strategies. It highlights tools for content creation, the significance of keyword research, and the necessity of utilizing various platforms for greater visibility and engagement. The overarching message is to think multi-channel and adapt to the changing search landscape.

1. Crafting Multi-Channel
Stories That Search
Engines and Humans Love
Casie Gillette • Sr. Director Demand Gen • Customers.ai

2. Casie gillette
● Sr. Director of Demand Generation
● 20th year in SEO
● Agency & In-House
● Nantucket, MA

3. 01. 02. 03.
04. 05. 06.
WHAT ARE WE COVERING?
Probably some other
things
Tools to add to your
arsenal
Living the
multi-channel life
Smarter SEO and
content marketing
Evolving your
content
The changing search
experience

4. The changing
search
experience

11. EVOLVING YOUR
CONTENT

19. WHY IS THIS
SUCCESSFUL?
Keyword
visibility
Traffic
growth
Demo
requests

20. NOW
WAIT ONE
SECOND.

21. Source: Databox

22. Turning
one STORY
into many
with AI

23. GENERATING NEW IDEAS

24. GENERATING NEW IDEAS

25. GENERATING outlines

27. Generating imagery

28. Generating imagery

29. Generating Videos

30. Generating PODCASTS

31. Generating PODCASTS

32. THE POINT?
MULTI-CHANNEL
SEARCH
BE
RESOURCEFUL
HUMAN
STORYTELLING

33. SMARTER SEO &
CONTENT

34. SEO CONTENT
STRATEGY
- Evaluate existing content
- Match intent
- “Write” better content
IDENTIFY KEYWORDS
- Keyword tools
- Search volume
- Search results
Content creation
Wait for it to rank…
- Add cross-links
- Submit to GSC
- Cross your fingers

35. KEYWORD RESEARCH IS DEAD
SEARCH VOLUME + RANKINGS ≄ TRAFFIC

36. We have to Go long

37. We have to Go long
➔ AIO
➔ PAA
➔ YOUTUBE
➔ REDDIT
➔ QUORA

38. go offsite

40. Don’t box in your AUDIENCE
DO SOME
RESEARCH
PUT SOME $$
INTO IT
TEST YOUR
TARGETING

41. Remind
me
again…

42. 01. 02. 03.
04. 05. 06.
MAKE SMART CHOICES
Think multi-channel.
Don’t box in your
audience.
Rethink how you
approach your
content process
Be smart about your
time. There are tools
to help you.
Your content has to
evolve. Single assets
won’t save you.
Search has changed.
It’s not just Google

44. Thanks!!!
● casieg@gmail.com
● Customers.ai
● linkedin.com/in/casiegillette