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Not Without Reason: Content Strategy and SEO
The document discusses content strategy and how it can inform SEO work. It provides examples of developing a content strategy, including brainstorming content ideas for a fictional Paleo meal delivery company called Origin Meals. The content brainstorming session considers the company's goals, target audience, and objectives to determine which content ideas align best. The document emphasizes starting with objectives, audience, and goals to guide content creation rather than the reverse.
Not Without Reason: Content Strategy and SEO
- 1. NOT WITHOUT REASON: CONTENTSTRATEGY AND SEO Meghan Casey Brain Traffic @meghscase www.captureminnesota.com
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- 3. Stuff I’ll TalkAbout 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. – Meghan Casey “Contentstrategy helps organizations provide the right content, to the right people, at the right times, for the right reasons.”
- 5. – Meghan Casey “Contentstrategy helps organizations provide the right content, to the right people, at the right times, for the right reasons.”
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- 7. Core strategy: States whereyou will focus your efforts to improve content substance, structure, workflow, and/or governance.
- 8. Substance: Story, topic, brandelements, voice and tone Structure: Organization, categorization, component elements CONTENT
- 9. Substance … fulfills businessobjectives by meeting audience needs. Structure … makes content findable and usable for users, and manageable for technology. CONTENT
- 10. Workflow: Roles, processes, tools Governance: Policies,standards, guidelines PEOPLE
- 11. Workflow ... creates efficienciesacross content properties. Governance … empowers, facilitates, and aligns. PEOPLE
- 12. – Henry Ford “Thinkingis the hardest work there is, which is probably the reason why so few engage in it.”
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- 14. Black Cat SEO “OurSEO 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. Black Cat SEO “Whatcontent would you drive them to?” - Me
- 16. Black Cat SEO “Theysuggested our cat food category page.” - Client
- 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. Black Cat SEO “Idon’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. Black Cat SEO “But,that’s not really what people will be looking for when they search for ‘black cat,’ is it?” - Me
- 20. Black Cat SEO “Iguess not.” - Client
- 21. – Kristina Halvorson “Contentstrategy helps us say no to things that don’t make sense.”
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- 23. Answers: - What arewe 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?
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- 25. Origin Meals We believea 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Target Audience Single Busy Believe inthe 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Business Goals Increase first-timeorders from partner gym members Increase recurring orders from partner gym members
- 43. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Objectives Demonstrate howOrigin meals help athletes eat to perform Help athletes choose the meal options that fit their lives best
- 46. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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. Content Brainstorm Benefits ofeating 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
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- 50. Core Strategy Statement Wehelp increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
- 51. Business Goal We helpincrease new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
- 52. Audience We help increasenew and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
- 53. Content We help increasenew and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
- 54. Here’s what … Ideasthat 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
- 56. GOAL: Eat sothat I don’t starve
- 57. GOAL: Eat sothat I don’t starve STRATEGY: Go where the food I want is
- 58. GOAL: Eat sothat I don’t starve TACTIC: Open my mouth STRATEGY: Go where the food I want is
- 60. I don’t getit. Why isn’t it working? TACTIC: Open my mouth
- 61. What can youdo?
- 62. Start With aStrategy Ask for it. If it doesn’t exist, do it yourself. Get buy-in.
- 63. Content Strategy Tool: TheMad 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>
- 64. Stick With theStrategy Use the strategy to make decisions about what content to create and where to share it. Involve stakeholders in those decisions.
- 65. Content Strategy Tool: Decision-MakingMatrix 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
- 66. See the StrategyThrough Make sure the people creating content or making SEO decisions know and understand the strategy. Review the content products against the strategy.
- 67. Content Strategy Tool: ReviewChecklist 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
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- 69. Thank you. Meghan Casey BrainTraffic @meghscase www.captureminnesota.com