Do you speak human as well as Google and other search engines? Language is our primary interface. It's the basis to your UX content strategy.
What if semantic SEO, keyword research and topic mapping could support backend development and marketing technology project management?
Senior Content Designer/Strategist Marie Eve explores how structured data can be surprisingly creative with potential applications and examples in banking and retail.
2017 Spring SourceCon: Key Presentation Slides - Compiled by Susanna Conway @...Susanna Frazier
A compilation of key presentation slides from the 2017 Spring SourceCon.
Slide order: Keynotes > Purple Squirrel > George Boole > Anonymous.
#SourceCon
Content Marketing: What, Why and How to Kick Butt at It, by Shelly KramerY'all Connect
Shelly Kramer
Y'all Connect Presented by Alabama Power
July 23, 2013
Birmingham, Alabama
Content marketing is one of the most powerful forms of marketing your business, and today, brands and companies of all sizes are laser-focused on content. But quite often, they either don’t know where to start, they don’t know how to do it or they don’t have the internal resources or budget to make it happen. Creating great Web content that delivers results doesn’t happen overnight. It’s a process and it takes time, effort and energy. But as part of your overall integrated marketing strategy, it’s a powerful, powerful thing.
This session will not only empower you to immediately begin creating killer content for your website or corporate blog, it’s quite possible you’ll be so psyched about it that you can’t wait to get started. You’ll come away from this session prepared to begin developing and creating stellar content that will not only serve your customers and prospects, but also help generate leads and sales.
Takeaways:
• How to understand and define your audience and develop a content marketing strategy.
• How to write for the Web (which is completely different than any other kind of writing).
• How to understand the basics of well-optimized content in easy-to-understand (and even easier-to-implement) language.
• How to effectively distribute your content across the web.
• How to measure the impact of your results using your analytics, some awesome tools and smart reporting.
People focused Content - CMA Building Content Strategy SeminarBaron Manett - psbx
BUILDING CONTENT STRATEGY SEMINAR
The tips, tools and advice you need to build a content strategy
Whether you’re looking to get into content marketing, are responsible for your company’s websites and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one?
In this workshop, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. Beginner to more advanced content professionals will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session participants will explore key concepts of the discipline of content strategy and will apply these ideas to a business case.
You Will Learn
· Define the objectives that will drive your content strategy
· Get to know your audience and their content needs
· Find out what kind of content you have, if it’s reusable, and what gaps exist
· Communicate your strategy and get stakeholder buy-in
· Plan for great content
· Maintain and measure efforts
Key Take-Aways
· Real-world content strategy examples
· A toolkit of templates to use when crafting a content strategy back at your own organization
· An opportunity to get answers to your tough content problems
WHO SHOULD ATTEND
· Writers, editors and social media managers
· User experience and web professionals
· Marketing managers and those crafting content for their organizations
· Agencies looking for a primer on content strategy
Personalization, Going Beyond the Technology (Como envolver os clientes, sem ...E-Commerce Brasil
Edward Chenard fala sobre "Como envolver os clientes, sem deixar que a tecnologia fique no caminho da relação" no Congresso E-commerce Brasil de Experiência do Cliente 2014.
Search Engine Results: The Best Measure? Fan Foundry
Learn the basic evergreen SEO tactics that defy algorithm changes. Experiment with creating Lead Magnet emails that outperform. Look into future trends that could affect your business fortunes. It's all in here. Enjoy!
2017 Spring SourceCon: Key Presentation Slides - Compiled by Susanna Conway @...Susanna Frazier
A compilation of key presentation slides from the 2017 Spring SourceCon.
Slide order: Keynotes > Purple Squirrel > George Boole > Anonymous.
#SourceCon
Content Marketing: What, Why and How to Kick Butt at It, by Shelly KramerY'all Connect
Shelly Kramer
Y'all Connect Presented by Alabama Power
July 23, 2013
Birmingham, Alabama
Content marketing is one of the most powerful forms of marketing your business, and today, brands and companies of all sizes are laser-focused on content. But quite often, they either don’t know where to start, they don’t know how to do it or they don’t have the internal resources or budget to make it happen. Creating great Web content that delivers results doesn’t happen overnight. It’s a process and it takes time, effort and energy. But as part of your overall integrated marketing strategy, it’s a powerful, powerful thing.
This session will not only empower you to immediately begin creating killer content for your website or corporate blog, it’s quite possible you’ll be so psyched about it that you can’t wait to get started. You’ll come away from this session prepared to begin developing and creating stellar content that will not only serve your customers and prospects, but also help generate leads and sales.
Takeaways:
• How to understand and define your audience and develop a content marketing strategy.
• How to write for the Web (which is completely different than any other kind of writing).
• How to understand the basics of well-optimized content in easy-to-understand (and even easier-to-implement) language.
• How to effectively distribute your content across the web.
• How to measure the impact of your results using your analytics, some awesome tools and smart reporting.
People focused Content - CMA Building Content Strategy SeminarBaron Manett - psbx
BUILDING CONTENT STRATEGY SEMINAR
The tips, tools and advice you need to build a content strategy
Whether you’re looking to get into content marketing, are responsible for your company’s websites and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one?
In this workshop, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. Beginner to more advanced content professionals will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session participants will explore key concepts of the discipline of content strategy and will apply these ideas to a business case.
You Will Learn
· Define the objectives that will drive your content strategy
· Get to know your audience and their content needs
· Find out what kind of content you have, if it’s reusable, and what gaps exist
· Communicate your strategy and get stakeholder buy-in
· Plan for great content
· Maintain and measure efforts
Key Take-Aways
· Real-world content strategy examples
· A toolkit of templates to use when crafting a content strategy back at your own organization
· An opportunity to get answers to your tough content problems
WHO SHOULD ATTEND
· Writers, editors and social media managers
· User experience and web professionals
· Marketing managers and those crafting content for their organizations
· Agencies looking for a primer on content strategy
Personalization, Going Beyond the Technology (Como envolver os clientes, sem ...E-Commerce Brasil
Edward Chenard fala sobre "Como envolver os clientes, sem deixar que a tecnologia fique no caminho da relação" no Congresso E-commerce Brasil de Experiência do Cliente 2014.
Search Engine Results: The Best Measure? Fan Foundry
Learn the basic evergreen SEO tactics that defy algorithm changes. Experiment with creating Lead Magnet emails that outperform. Look into future trends that could affect your business fortunes. It's all in here. Enjoy!
Croud Presents: How to Build a Data-driven SEO Strategy Using NLPDaniel Liddle
Exploring how you can harness the huge amounts of data available to build an effective, empirically-led SEO strategy using machine learning resource such as natural language processing (NLP). Including useful and practical tips on areas such as topic modelling, categorisation and clustering, so you can get started on using NLP in your own SEO strategy right away.
Content Marketing. You have heard the term, but you wouldn't be willing to step up to "Who Wants to be a Millionaire" host, Meredith Viera, with your definition. More importantly, your plan of execution goes directly to Plan B. Don't feel bad-we'll take care of you. Get comfy and grab a headset.
Data is a powerful thing. When it's used to tell a compelling story, data becomes unforgettable. Stories bring data to life. And, if you have data to analyze, you have a story to tell, whether it’s diagnosing budget issues or explaining zoning laws.
• Tell meaningful stories that resonate with citizens, journalists, and analysts
• Define the characteristics of a data-driven story
• Create different story types based on different analytical methods
• Make stories personal and emotional for your audience
Structure Matters - Information Architecture for SEO and UXAscedia
Information architecture is increasingly important in all aspects of business. Search engines and users are placing the burden of information organization and structure on website owners and rewarding or penalizing brands according to their accessibility. From domain structure to sitemap hierarchy to page layout, content architecture can directly affect lead generation, website engagement and conversion rates. Not understanding best practices or performing diligent testing can quickly impede search engine rankings and user experience. Learn the necessary steps required to properly architect your website's content and data.
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...Tenbound
Kristina MacMillan, VP of Research of TOPO, on the Evolution of Personalization in Sales Development. From The Sales Development Conference 2017 in San Francisco.
tenbound.com/conference
Without careful and thoughtful IA, your Content Strategy and UX will suffer. Let's explore the relationship between Content Strategy and IA in a digital agency.
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
Helping companies do better business with the right content by @JGCommunicationJGCommunication
This is Pontus Staunstrup's presentation at Content Strategy Forum 2013 in Helsinki. Pontus has added in comments on the slides to clarify what they're about.
How to build a thought leadership platformGood2bSocial
✓ How does one become a thought leader?
✓ What is a thought leadership platform?
✓ 10 step process to build your thought leadership
platform
✓ The type of content should you use for thought
leadership marketing
✓ The channels needed to build a thought
leadership platform?
✓ Allen & Overy Case Study: Block Chain
What better way to kick off the holiday season than a massive SlideShare filled with the best SEO questions asked and answered from our popular AMAs. There's no shortage of expert insight with names like Rand Fishkin, Avinash Kaushik, Ann Smarty, Peep Laja and more!
SlideShare by HubSpot's @ninarstepanov.
Croud Presents: How to Build a Data-driven SEO Strategy Using NLPDaniel Liddle
Exploring how you can harness the huge amounts of data available to build an effective, empirically-led SEO strategy using machine learning resource such as natural language processing (NLP). Including useful and practical tips on areas such as topic modelling, categorisation and clustering, so you can get started on using NLP in your own SEO strategy right away.
Content Marketing. You have heard the term, but you wouldn't be willing to step up to "Who Wants to be a Millionaire" host, Meredith Viera, with your definition. More importantly, your plan of execution goes directly to Plan B. Don't feel bad-we'll take care of you. Get comfy and grab a headset.
Data is a powerful thing. When it's used to tell a compelling story, data becomes unforgettable. Stories bring data to life. And, if you have data to analyze, you have a story to tell, whether it’s diagnosing budget issues or explaining zoning laws.
• Tell meaningful stories that resonate with citizens, journalists, and analysts
• Define the characteristics of a data-driven story
• Create different story types based on different analytical methods
• Make stories personal and emotional for your audience
Structure Matters - Information Architecture for SEO and UXAscedia
Information architecture is increasingly important in all aspects of business. Search engines and users are placing the burden of information organization and structure on website owners and rewarding or penalizing brands according to their accessibility. From domain structure to sitemap hierarchy to page layout, content architecture can directly affect lead generation, website engagement and conversion rates. Not understanding best practices or performing diligent testing can quickly impede search engine rankings and user experience. Learn the necessary steps required to properly architect your website's content and data.
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...Tenbound
Kristina MacMillan, VP of Research of TOPO, on the Evolution of Personalization in Sales Development. From The Sales Development Conference 2017 in San Francisco.
tenbound.com/conference
Without careful and thoughtful IA, your Content Strategy and UX will suffer. Let's explore the relationship between Content Strategy and IA in a digital agency.
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
Helping companies do better business with the right content by @JGCommunicationJGCommunication
This is Pontus Staunstrup's presentation at Content Strategy Forum 2013 in Helsinki. Pontus has added in comments on the slides to clarify what they're about.
How to build a thought leadership platformGood2bSocial
✓ How does one become a thought leader?
✓ What is a thought leadership platform?
✓ 10 step process to build your thought leadership
platform
✓ The type of content should you use for thought
leadership marketing
✓ The channels needed to build a thought
leadership platform?
✓ Allen & Overy Case Study: Block Chain
What better way to kick off the holiday season than a massive SlideShare filled with the best SEO questions asked and answered from our popular AMAs. There's no shortage of expert insight with names like Rand Fishkin, Avinash Kaushik, Ann Smarty, Peep Laja and more!
SlideShare by HubSpot's @ninarstepanov.
The Human Need for Personalization: Psychology, Technology and Science Dan Saso
In this whitepaper, Scott Brave defines the psychology, technology and science that underlie a shopper’s desire for a personalized eCommerce experience. You’ll learn how:
The definition of personalization, psychology of needs, and technological constructs make automated personalization systems possible. The science behind the man-machine interface brings user psychology and technology together.
Website production process: Overview (2010)DeHallam
As part of an education class for ADMA students I was asked to talk through the website planning process, specifically around the production steps involved in taking a website from an idea to a physical web address.
Workshop Content and Social Media StrategyHarm Teunisse
This is a content & social media strategy workshop I've been executing at various companies worldwide. It covers creating a strategy and executing that strategy, next to offering simple tools for both beginner and experienced editors to get started making great content. Had great feedback on this presentation as it covers a lot of subjects without becoming to detailed to remember.
Ever wonder how all the research and customer feedback gathered gets translated into a product experience? This is a soup to nuts approach I've used in the past.
How to merge brand and performance marketing through contentClark Boyd
In the modern consumer journey, there are dozens of interactions with a brand before a purchase is made. Brands must therefore ensure that their messaging is consistent in tone and tailored to the consumer's needs at each stage. This presentation looks at how to do this across social media, SEO, and paid search.
Ryan Thompson and Jordan Wollman, the partners of agency Aria, present the best practices to produce results on digital platforms and websites for 2014
This eBook is a proverbial shot-in-the-arm, intended to help HR executives and recruiters understand what it takes to leverage the latest networking and online engagement tools, and get out in front of your peers. We’ll offer the “why” and “how” of employer branding in a new media environment by looking at the adaptions marketers have made in the last five years. We’ll also look at innovative recruiting strategies that use new media to attract and engage knowledge workers.
The Actionable Guide to Doing Better Semantic Keyword Research #BrightonSEO (...Paul Shapiro
For a detailed recap: http://pshapi.ro/SemanticKWR
My BrightonSEO presentation...
1st Half: What is semantic search and why does it matter to SEOs.
2nd Half: Using KNIME to do semantic keyword research using SERP and Twitter data.
Similar to Creative Semantic SEO or Why Your UX Content Strategy Needs Keyword Research (20)
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Welocme to ViralQR, your best QR code generator.ViralQR
Welcome to ViralQR, your best QR code generator available on the market!
At ViralQR, we design static and dynamic QR codes. Our mission is to make business operations easier and customer engagement more powerful through the use of QR technology. Be it a small-scale business or a huge enterprise, our easy-to-use platform provides multiple choices that can be tailored according to your company's branding and marketing strategies.
Our Vision
We are here to make the process of creating QR codes easy and smooth, thus enhancing customer interaction and making business more fluid. We very strongly believe in the ability of QR codes to change the world for businesses in their interaction with customers and are set on making that technology accessible and usable far and wide.
Our Achievements
Ever since its inception, we have successfully served many clients by offering QR codes in their marketing, service delivery, and collection of feedback across various industries. Our platform has been recognized for its ease of use and amazing features, which helped a business to make QR codes.
Our Services
At ViralQR, here is a comprehensive suite of services that caters to your very needs:
Static QR Codes: Create free static QR codes. These QR codes are able to store significant information such as URLs, vCards, plain text, emails and SMS, Wi-Fi credentials, and Bitcoin addresses.
Dynamic QR codes: These also have all the advanced features but are subscription-based. They can directly link to PDF files, images, micro-landing pages, social accounts, review forms, business pages, and applications. In addition, they can be branded with CTAs, frames, patterns, colors, and logos to enhance your branding.
Pricing and Packages
Additionally, there is a 14-day free offer to ViralQR, which is an exceptional opportunity for new users to take a feel of this platform. One can easily subscribe from there and experience the full dynamic of using QR codes. The subscription plans are not only meant for business; they are priced very flexibly so that literally every business could afford to benefit from our service.
Why choose us?
ViralQR will provide services for marketing, advertising, catering, retail, and the like. The QR codes can be posted on fliers, packaging, merchandise, and banners, as well as to substitute for cash and cards in a restaurant or coffee shop. With QR codes integrated into your business, improve customer engagement and streamline operations.
Comprehensive Analytics
Subscribers of ViralQR receive detailed analytics and tracking tools in light of having a view of the core values of QR code performance. Our analytics dashboard shows aggregate views and unique views, as well as detailed information about each impression, including time, device, browser, and estimated location by city and country.
So, thank you for choosing ViralQR; we have an offer of nothing but the best in terms of QR code services to meet business diversity!
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
6. Why we’re here
To start a conversation on a future-proof
collaboration between commerce developers
and content strategists (and marketers)
To investigate how analytics (structured data)
and creativity (idea generation) can come
together through semantic SEO
To explore potential applications of
search listening (discovery phase)
in banking and retail
@megosemick
7. This is the first discussion of many.
Now, let’s clarify the basics.
@megosemick
hopefully
8. Are we clear on “headless technology”?
Microservices-based
API-first
Cloud-native
Headless
@megosemick
A technology platform where
the frontend user experience
is decoupled from the
backend business logic
MACH architecture is a set of tech
principles making it fairly easy to
scale content across channels
9. Are we clear on “structured data”?
Also known as schema markup,
it’s an authoritative vocabulary
that helps search engines
contextualize, understand,
and accurately match
website content
to relevant search queries.
@megosemick
it’s the language of search engines
10. Are we clear on “content strategy”?
@megosemick
It’s the understanding,
planning,
creation,
publishing,
and governance of
useful, usable content
that helps reach business goals and
meet the needs of one or several target audiences.
create once, publish everywhere
11. @megosemick
Are we clear on “content”?
branding is manufactured
meaning (Debbie Millman)
Anything that communicates or transfers
meaningful information to a person.
It’s more about sensemaking than listing words,
be it in a text, image, video or audio file.
So content strategists are “meaning architects” (vs. IA).
Context is crucial because meaning isn’t universal.
12. #LoremIpsumNoMore
my hidden agenda (full disclosure)
@megosemick
or why headless technology might solve
the content designer’s worst nightmare
15. An interface is a shared boundary
to exchange information
@megosemick
Source : University of Duisburg-Essen,
Linguistics and Levels of Language
Phonetics (language sounds)
Morphology (structure of words)
Lexicology (structure of lexicons)
Syntax (structure of sentences)
Semantics (linguistic meaning)
Pragmatics (meaning into context)
Search engine bots are in human immersion.
17. Information is
not sufficient
Direct the rider (rational brain)
Motivate the elephant (emotional brain)
Shape the path (the situation)
The way to persuade people is
to speak to the elephant first.
@megosemick
Source : Jonathan Haidt, The Happiness Hypothesis
(popularized by Dan and Chip Heath, Switch)
19. Both parties cooperate to
establish agreed meaning
Quantity (just enough information)
Quality (just the truth)
Relation (relevant to what was just said)
Manner (just right: no obscurity, no
ambiguity, be brief, be orderly)
People converse with computers in much
the same way as they do with humans.
@megosemick
Source : Grice, Paul (1975). Logic and Conversation.
Harvard University Press.
20. Listening is part of any conversation.
@megosemick
enter semantic SEO
22. Are we clear on “content SEO”?
@megosemick
it makes life easier for
the user (who uses
search engines)
It's about creating and optimizing content that helps
web pages rank high in search engines.
You’re most likely familiar with “technical SEO”: canonical
tags, mobile-friendly test, core web vitals, yadayadayada.
Again, SEO stands for Search Engine Optimization. From a
creative standpoint, I’d rather refer to it as search listening.
23. It actually seems to be “semantic search”
@megosemick
I’d still rather be a
“search listener” than a
“semantic search
strategist”
27. How we do content strategy at Valtech
Sources: Content Strategy for the Web, The Elements of Content Strategy, Valtech’s Blue Book
discover design & build run & optimize
deliverables
EVALUATE
= Research + Analysis
DESIGN
= Planning + Structure
EXECUTE
= Create + Publish
People
Content
@megosemick
28. @megosemick
Let’s try to model content discovery
with CX/UX researchers
and information architects
(and you?)
29. Why bother? Because the
“Day 2 Problem” is all too common.
post-launch “what do we do now?”
“we need a landing page/microsite/app!”
@megosemick
31. @megosemick
in banking (B2C, B2B) and
retail (wine, gardening)
How about some context
(and potential applications)?
32. Start with the question
“What are we talking about?”
substance comes before
structure and style
@megosemick
Everyone thinks and searches differently, so
mapping out the audience’s mental model
of a subject domain is key.
33. Mapping non-branded keywords as subtopics
@megosemick
What’s the natural language around “money” in B2C banking in Canada? What queries and conversations are users having in search engines and on social media?
lorem ipsum is used
deliberately as an
empathy exercise
towards content creators
Users generally perceive “investment” as ”spend”, not “save”, and “make” is strongly associated with career choices and job searches.
34. Creative ideas for customer onboarding in B2C banking
Quotes, videos and long-form
articles shared via
personalization, because a
salary means so much more
than a paycheck.
Career
Inspiration
Pay period analysis and recap
through stats and ratios to
recommend the most
appropriate actions to stop,
start or change.
Short- and mid-term
predictions of goal completion
from past actions and future
ambitions in the form of a
timeline.
When Can I…?
Calculator
Pay Day
Insights
relevant
depending on
brand positioning
and target
audience(s)
not because of “best practices” or
whether competitors do it or not
@megosemick
35. Looking at long-tail keywords hierarchically
Sources: Cognitive SEO, Contently, Content Marketing Institute, Curata, Moz, Nielsen, HubSpot
QUESTIONS OBJECTIVES METRICS
Are prospects aware of their
problem/challenge?
Do they know us?
Are we known for the right
reasons?
AWARENESS
[more traffic]
Consumption
Retention
Sharing
Engagement
Are we differentiated?
Does our value proposition
have the intended meaning?
Do prospects favor us over
direct and indirect
competition?
CONSIDERATION
[more leads]
Lead generation
Lead nurturing
Marketing pipeline impact
Do prospects know where to
find us and how to buy from
us?
CONVERSION
[more clients]
Customer acquisition
Sales pipeline impact
Do our current clients need
support using and re-using
what we offer?
Are they satisfied?
Do they talk about us?
LOYALTY
[more satisfied clients]
Impact on repurchase volume
Impact on customer lifetime value (CLV)
Client referrals
Reviews
Automation
Personalization*
*earlier if
account
creation
@megosemick
the content
marketing
funnel
36. Mapping search results similarly to a decision tree
Let’s look at “business loan” to discover the natural conversations happening around this typical offer in B2B banking in Canada.
The most common categories coming up look immensely discriminatory (female/black/young/poor), reflecting the pale–male–stale dominance in business.
@megosemick
gender is usually specified when
seeking business advice for women
37. Analyzing negative keywords to position the brand
@megosemick
A brand could rightfully want to stay away from the biased categories to connect on another level with women entrepreneurs, for example.
The semantic search would be around typical requests from potential and current business women (e.g. gaining confidence and being successful/avoiding failure).
“Negative” keywords could be treated in the editorial style (including a perceptual map to set the right voice and adapting tone) to prevent low ranking.
lorem ipsum is used again
as an empathy exercise
towards content creators
38. Creative ideas for lead generation in B2B banking
An interactive introspection tool
to identify business and life
values in order to define the
true intrinsic motivation behind
entrepreneurship.
Business
Purpose Finder
Interviews with successful
women entrepreneurs
addressing biased topics
highlighted in searches without
creating gendered products (e.g.
Woman Entrepreneur Grant).
An invitation to women
entrepreneurs to curate
practical advice from business
books and increase public
speaking skills in a safe space
(in-person, online, metaverse).
Credibility
Book Club
Ask Them
Anything
search listening
insights must be
cross-checked
with actual leads
testing creative ideas in B2B
is a must just like in B2C
@megosemick
39. Finding search patterns to manage repurposing
@megosemick
Sources: Contently (Shane Snow, The Storytelling Edge)
TIMELY SEASONAL EVERGREEN
INTERESTS &
VALUES
COMPANY &
EMPLOYEES
PRODUCTS &
SERVICES
story matrix
(content life cycle)
40. Wine subscriptions in
Canada could be offered
on a weekly basis from
Dec 1st to Jan 1st
The increased frequency could be presented
as a gift basket opportunity to respect
“responsible drinking” as a brand value.
Evergreen content such as “What fits you best:
red or white wine?” and “How fine should the
fizz of your sparkling wine be?” could be
repurposed with a gift spin for the holidays in
different formats across relevant channels.
@megosemick
assuming that logistics
could allow it
41. Paid Shared
Earned
Owned
Source : Content Marketing Institute & Gini Dietrich, Spin Sucks [simplified version]
Search Engine Marketing (SEM)
Advertising
Display
Sponsorships
Sponsored Content
Affiliate Marketing
Partnerships (paid)
Brand Ambassadors
Influencers (paid)
Media
Reviews
Comments
Recommendations
Social Media Platforms:
YouTube, LinkedIn,
Facebook, Twitter, Instagram,
Pinterest, TikTok, Clubhouse
And also: Wikipedia, Medium,
Reddit, Quora, Glassdoor,
chat applications, …
Search Engine Optimization (SEO)
Media Relations
Partnerships (not paid)
Investor Relations
Community Relations
Influencers (not paid)
Website
App
CRM
SMS
Email
Phygital Events
POS
Trust
Credibility
Growth
Control
Considering SEO as a journalist (not a bot)
@megosemick
the content distribution model
(PESO media/channels)
42. Gardening in the UK
can apparently benefit
from the power of
search and tech.
New ‘gardening tech’ startup Sproutl
launched on July 26th, 2021, with €7.6
million seed funding.
The marketplace invites a new audience
to take up gardening and gives them the
world-class e-commerce experience
that digital natives expect.
@megosemick
backend technology isn’t
specified in the media
45. What’s our next step to get there?
@megosemick
Let's explore projects,
or at least relevant verticals,
where we could work together
from the early start
to expand our own modeling/mapping.
Couldn’t we turn
our ever-present collaboration
into a money plant!?
linguistic capitalism is real
(and this is why brands need values)
46. Key resources if you’re curious
• Designing Connected Content (Mike Atherton & Carrie Hane, 2018)
• Content Design (Sarah Richards, 2017)
• The Elements of Content Strategy (Erin Kissane, 2011)
• Content Strategy for the Web (Kristina Halvorson & Melissa Rach, 2009; 2012)
• The maturing content discipline (John Collins, LinkedIn Pulse, 2021)
• What is content engineering? (Cruce Saunders, [A], 2016)
• A List Apart Magazine (esp. “Designing inclusive content models”, 2021)
• Lingthusiasm Podcast (esp. “Layers of meaning [Gricean maxims and pragmatics], 2018)
• SEO/SL: Google Analytics, Google Search Console, Ahrefs, SEMRush, LongTailPro, Ubersuggest,
Google Search-Autocomplete-Trends (private mode), BuzzSumo, Answer the Public
• Grice, Paul (1975). Logic and Conversation. Harvard University Press.
@megosemick
47. Key virtual events if you want to experiment
• Content Modeling Weekly (Marcelo Lewin, Headless Creator)
• UX Foundations: Content Strategy (Morten Rand-Hendriksen, LinkedIn Learning)
• Become an SEO Expert (D. Booth, A. Alexander, M. Bailey, B. Batesole, LinkedIn Learning)
• Avanced SEO (Google Search Central)
• SXSW (esp. Conversation Design with Google)
• C2 Commerce + Creativity (esp. Social Art for Behaviour Change with One Drop)
• Service Design Network (esp. Behavioural Economics with Bridgeable)
• IDEO U (esp. Storytelling for Influence and Hello Design Thinking)
• Button Conf (esp. Product Content Ops)
• UX Writers Collective (esp. Content Research & Testing)
@megosemick