Learn how to create a long-term content strategy that focuses on customer acquisition instead of eyeballs.

1. From Pageviews to People: Don’t Just
Drive Traffic, Drive Customers
Michelle Robbins
#SEJThinktank
@MichelleRobbins

2. #SEJThinktank
@MichelleRobbins
Ø Content Strategist : Data Analyst
Marketing Technologist
Ø 20+ years in the search industry
Ø Full Stack Engineer
Ø Former SVP Content & Martech at
Third Door Media (Search Engine
Land, Marketing Land and
MarTech Today)
Ø Speaker : Mentor : STEM
Advocate
FOUNDER, BETAGIRL CONSULTING

3. #SEJThinktank
@MichelleRobbins

4. #SEJThinktank
@MichelleRobbins
CONTENT IS EVERYTHING
Ø Blog posts
Ø Social media posts
Ø All marketing collateral
Ø All advertising
Ø Infographics
Ø Research
Ø Presentations
Ø Etc.

5. #SEJThinktank
@MichelleRobbins
ORGANIC SEARCH ACQUISITION
CONTENT IS THE KEY

6. #SEJThinktank
@MichelleRobbins

7. #SEJThinktank
@MichelleRobbins

8. #SEJThinktank
@MichelleRobbins

9. #SEJThinktank
@MichelleRobbins

10. #SEJThinktank
@MichelleRobbins

11. #SEJThinktank
@MichelleRobbins
THE NEW STRATEGY
LESS CONTENT

12. #SEJThinktank
@MichelleRobbins
ONE SIZE DOES NOT FIT ALL
TEST AND VERIFY

13. #SEJThinktank
@MichelleRobbins
QUESTION #1 FOR THE AUDIENCE
Do you or your clients maintain an editorial calendar?
If so, is it scheduled annually? Quarterly? Monthly?

14. #SEJThinktank
@MichelleRobbins
AUDIENCE
NOT
ALGORITHMS

15. #SEJThinktank
@MichelleRobbins
CREATING A CONTENT FRAMEWORK
Step 1: Define topics

16. #SEJThinktank
@MichelleRobbins
CREATING A CONTENT FRAMEWORK
Step 2: Classify categories

17. News
Content:
Need to
know
now -
temporal

18. Contributed
Content:
Need to
know how
– tactics

19. Featured
Content:
Need to be
thinking
about –
thought
leadership

20. EVERGREEN CONTENT

21. #SEJThinktank
@MichelleRobbins
CREATING A CONTENT FRAMEWORK
Step 3: Define requirements

22. #SEJThinktank
@MichelleRobbins
Ø Unique information, or new point of view
Ø Credible sourcing and supporting data
Ø Provide a benefit to the reader
DEFINE REQUIREMENTS & BEST PRACTICES

23. #SEJThinktank
@MichelleRobbins
CONTENT THAT CONVERTS: PROCESS
PLAY THE LONG GAME

24. EVERGREEN CONTENT
Ø Core topics
Ø Not temporal or
fad/trend based
Ø Can be updated,
added to, kept
relevant

25. MAINTAIN AN EDITORIAL CALENDAR

26. MAINTAIN AN EDITORIAL CALENDAR

27. LEVERAGE: MULTI-FORMAT CONTENT

28. RINSE. REPEAT.

29. #SEJThinktank
@MichelleRobbins
QUESTION #2 FOR THE AUDIENCE
Do you or your clients have on staff or hire professional
writers for your content programs?

30. #SEJThinktank
@MichelleRobbins
FROM PAGEVIEWS TO PEOPLE
RESULTS

35. #SEJThinktank
@MichelleRobbins
YEAR OVER YEAR GROWTH: AVERAGE ALL SITES
ØTarget audience growth
Ø+12%
ØTarget audience engagement
Ø+10%
ØNew target audience acquisition
Ø+60%
ØContent extension to event programming
ØNPS +300%

36. Top performing
type of content
in 2018:
Product Guides
https://bit.ly/2NgSSgO

37. #SEJThinktank
@MichelleRobbins
KEY TAKEAWAYS
ØPlay the long game
ØReduce, re-use and refresh your content
ØQuality > Quantity
ØHave a framework and process, and be consistent
ØBeware of shortcuts
ØHire professional writers and editors

38. #SEJThinktank
@MichelleRobbins
THANK YOU!
Michelle Robbins
Founder and Principal Consultant,
BetaGirl Consulting
Contact:
mrobbins@betagirl.com
Connect:
linkedin.com/in/michellerobbins