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Strategic Content Framework

The document discusses developing a comprehensive content strategy with the goals of increasing organic search revenue and traffic. It outlines developing customer personas and intent mapping to align content. It also discusses content infrastructure, production, marketing and validation processes. The strategy involves creating targeted content, optimizing content delivery and increasing visibility through various marketing channels like social media, outreach and paid channels to drive more traffic to content.

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@Rob Bertholf Content Strategy __ @Rob on...
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@Rob Bertholf @Rob HELLOmy name is
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@Rob Bertholf @Rob’s Geek Cred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
@Rob Bertholf Search Engine Optimization Expert Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results
@Rob Bertholf Get Social! #DIYDIFM DIYDIFM @diydifm Follow @DIYDIFM Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak on #SEO & #ContentMarketing!
@Rob Bertholf Introductions :) HELLOyour name is 1) Name 2) Industry 3) Takeaway
@Rob Bertholf Content Strategy __
@Rob Bertholf ● Re-Focus ○ Your Brand ○ Your Customer ○ Your Goals ● Content Marketing Strategy ● Desired Takeaways
Focus __
@Rob Bertholf Clear Positioning ObjectivesIdentity
@Rob Bertholf Renewed Focus ContentCustomers
@Rob Bertholf Content should align with the Customer journey acting as a bridge to Conversion
@Rob Bertholf by providing value through Content Better Serve our Customers to increase Conversion
Cusomer Customers Content Conversion Brand Identity
Strategic Frameworks __ 1. Brand 2. Customer 3. Content
@Rob Bertholf Mission Goals Identity Voice Brand Strategy
@Rob Bertholf Mission Goals Identity Voice Mission Statement { Brand } helps { Target Commonality } get { Cure Pain & Feed Aspirations } through { USP } featuring { Key Features } Connector Words Mission = Vision (your calling or purpose) + main business tactics Sign up at BizGym.com for interactive brand tool! Credit Steve Sue
@Rob Bertholf Terms ● A goal is a broad primary outcome. ● A strategy is the approach you take to achieve a goal. ● An objective is a measurable step you take to achieve a strategy. ● A tactic is a tool you use in pursuing an objective associated with a strategy. Mission Goals Identity Voice
@Rob Bertholf Goal ● achieved by { Tactics } ● measured by { KPI } ● assigned to { POC } ● completed by { Date } Is it S.M.A.R.T.? ● Specific ● Measurable ● Achievable ● Realistic ● Timely $ Mission Goals Identity Voice
@Rob Bertholf Our Passion Customer Solution Our Differentiation Mission Goals Identity Voice Find Our Greatness ● Our Passion ● Our Differentiation ● Our Solution Credit: Jim Collins, Good to Great
@Rob Bertholf Establish Our Voice ● Character ● Tone ● Language ● Purpose Mission Goals Identity Voice
@Rob Bertholf Establish Our Voice: Character Who does our brand sound like? ... Mission Goals Identity Voice
@Rob Bertholf Establish Our Voice: Tone What is the general vibe of our brand? ... Mission Goals Identity Voice
@Rob Bertholf Establish Our Voice: Language What kind of words do we use? ... Mission Goals Identity Voice
@Rob Bertholf Establish Our Voice: Purpose What is our organizational objective? ... Mission Goals Identity Voice
@Rob Bertholf Takeaway Develop a Brand Wiki
Customer __
@Rob Bertholf Shopper Types Personas Consumption Influencers Customer Insight
@Rob Bertholf Shopper Types There are 5 main types of ecommerce shoppers. Knowing the different motivations and habits people have when they come to a site helps designers make decisions that improve overall site usability while supporting different users’ needs. ● Product focused ● Browsers ● Researchers ● Bargain hunters ● One-time shoppers Ref: http://www.nngroup.com/articles/ecommerce-shoppers/ Shopper Types Personas Consumption Influencers Intent Mapping
@Rob Bertholf Shopper Types Personas Persona Name First Last Title Age: Location: About: What are the persona’s relevant characteristics & behaviours? For instance, demographics such as age, gender, occupation and income; psychographics including lifestyle, social class and personality. Behavioral Considerations: List attributes like usage patterns, attitudes and brand loyalty. Frustrations: Which problem does the persona want to solve? Goals: Goals and concerns when they perform relevant tasks: speed, accuracy, thoroughness, or any other needs that may factor into their usage Tasks: http://www.nngroup.com/articles/persona/ Consumption Influencers Intent Mapping
@Rob Bertholf Where does the persona consume information? Another vital factor that will help form your acquisition strategy is knowing exactly where your target market and more specifically personas hang out. What social networks, blogs, newspapers, magazines, events, apps, shops, tv channels do they use/go to. Where do they go outside of work? Where do they like to go for lunch? Shopper Types Personas Consumption Influencers Intent Mapping
@Rob Bertholf Which device is used to consume information? Better understand what the buyflow patterns look like. When do they gather information? During work hours or at home? Shopper Types Personas Consumption Influencers Intent Mapping Discovery Research Purchase
@Rob Bertholf Influencers Which individuals can influence your target market's behaviour? Who do they look to for advice or follow? Who are their mentors? Leverage: ● Buzzsumo ● Klout Shopper Types Personas Consumption Influencers Intent Mapping
@Rob Bertholf Shopper Types Personas Persona Name First Last Title Age: Location: Consumption Influencers Intent Mapping Has Need Consideration Decision
@Rob Bertholf Shopper Types Personas Consumption Influencers Intent Mapping Persona “X” Content Purpose Establish Authority Support & ServeMarket & Sell No Need Has Need Consider Decision Usage Brand Relationship Repeat ActionSingle ActionAwareNothing
@Rob Bertholf Shopper Types Personas Consumption Influencers Intent Mapping Nothing Consider Repeat Actions Aware Advocacy Single Action Brand Relationship What is the relationship with the persona to our brand?
@Rob Bertholf Brand Relationship Objective Determine the objective for buyer persona stages Shopper Types Personas Consumption Influencers Intent Mapping Create Awareness Build Interest Drive Action Provide Value Maintain Top of Mind Leverage Endorsement Nothing Consider Repeat Actions Aware Advocacy Single Action
@Rob Bertholf Content Types & Tactics by Stage Identify content types to aid in the moving customers to the next stage in the journey (*FIRST DRAFT) Shopper Types Personas Consumption Influencers Intent Mapping Online Research (SEO/PPC) Display Ads Referrals/Social Press/Media Sponsorships Nothing Consider Repeat Actions Aware Advocacy Single Action Remarketing Social Reviews Email (Product) Blog Comparisons Product Pages Social Ads Email (Authority) Blog Direct Mail Press/Media Community Forum How-To/FAQ Email (Promo) Promotions Blog Social Media Newsletter Referral Tools Customer Programs
Nothing Consider Repeat Actions Aware Advocacy Single Action Market & Sell Support & Serve
Content __ 1. Strategy 2. Infrastructure 3. Architecture 4. Production 5. Marketing 6. Validation 7. Analysis
@Rob Bertholf Reference ● Content Primer ● SEO Primer
@Rob Bertholf Content Strategy Strategy Infrastructure Architecture MarketingProduction Validation Analysis
Develop content stations for a systematic “assembly line” approach to effective content workflow.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Strategy The goal is to develop comprehensive and highly actionable content strategies to increase organic search revenue.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Search Queries ● Refine/expand our target keywords ● Focus on shareability in addition to search volume ● Adapt to natural language search queries ● Adapt to personalized search providing enhanced context for exposure to implicit queries ● Adapt to intent revision with compound searches Content Mapping ● Align content to customer intent & intended action ● Track content performance by URL, type & cohort
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Content Channels ● Prioritize content channels by target audience & objective ● Determine frequency by customer persona, effort & return Media Types ● Determine appropriate media types based on target channels ● Diversify media types to increase exposure/shareability ● Repurpose content to cost effectively scale media types
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Diversify User Touchpoints ● Maintain emphasis on Organic search while increasing efforts in additional channels (namely social) ● Increase exposure via Google Cards. Apply to Google News. ● Find ways to leverage modern platforms as well as consider a Mobile App to deliver content & push notifications Grow Contact List ● Heavy focus on collecting & categorizing email addresses of customers, enthusiasts, journalists, bloggers, etc.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Infrastructure The plan is to monitor and support optimization of content delivery to increase the visitor experience.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis User Agent Control ● Monitor log files to prevent crawl fatigue ● Determine User Agent access Crawl Management ● Monitor site uptime & site speed ● Monitor client & server errors ● Monitor XML index & individual sitemaps ● Implement (or request) fixes to eliminate errors
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Architecture We will continue to support the optimization of content consumption to increase the visitor experience.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Machine Readability ● Integrate schema markup to provide machine readable context ● Embrace schema markup standards ● Output an endpoint with pure JSON-LD formatted content Web Accessibility ● Advocate for Web Accessibility Initiative (WAI) compliance ● Provide recommendations to improve the visitor experience through with web design & eCommerce best practices
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Internal Linking ● Maintain HTML sitemaps to flow page authority and provide clear content hierarchy ● Manage page level meta robots nofollow & noindex rules ● Modernize dynamic link module rules Redirects ● Manage 301 & 302 redirects
@Rob Bertholf ProductionStrategy Infrastructure Architecture Marketing Validation Analysis Production Our aim is to be strategic with content ideation, more efficient with content creation & deployment to increase organic search traffic while decreasing production costs.
@Rob Bertholf ProductionStrategy Infrastructure Architecture Marketing Validation Analysis Content Calendar ● Prioritize content opportunities ● Log key dates, events & seasonality ● Diversify content by channel, type, topic & intent Progressive Content ● Determine escalation of content creation based on business value, search demand, likeliness of shareability & competitive opportunity ProductPage SMM/SYMM CMS/LandingPage ThematicPages OffsiteContent Planning Ideation Conceptualization DeploymentCreation
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Authority LifestyleProduct
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Product “Running Shoe” Authority Lifestyle
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Product “Running Shoe” Authority “Running” Lifestyle
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Product “Running Shoe” Authority “Running” Lifestyle “Health”
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Content Inventory ● Leverage existing content including corporate communication, community involvement, customer assistance & communication and product knowledge Content Opportunities ● Create & curate content with known high engagement such as life hacks, pop culture, parody, commentary, newsjacking, etc. Planning Ideation Conceptualization DeploymentCreation
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Choose Content Template ● N/A ○ Product ○ SMM ○ Thematic ● CMS ○ Article (“vs.”, “best”, “top 10”, “how to”) ○ Buying Guide ○ Landing Page ● Infographic Planning Ideation Conceptualization DeploymentCreation
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Content Creation ● Text ● Image ● Video ● Audio ● Live Planning Ideation Conceptualization DeploymentCreation
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Repurpose Content ● Text = Podcast ● Text = Slide Deck ● Audio + Slide Deck = Video ● Text Excerpt = Tweet ● Text Excerpt + Image = Instagram ● Video Excerpt = Vine / Instagram Planning Ideation Conceptualization DeploymentCreation
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Deployment ● Develop protocols for optimized deployment ● Develop QA checklist & automated testing tools ○ Validation ○ Cross-Browser Testing ○ Mobile Testing ○ Web Accessibility Testing
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Marketing We will be more aggressive in increasing the visibility of our content which will increase brand exposure and further increase organic search & referral traffic.
@Rob Bertholf Brand Shared publicly - 5 hours ago #Hashtag Lorem ipsum dolor sit amet, consectetur adipiscing ut orci ut massa volutpat mattis nec: http://domain.com/article #hashtag Website is the hub of marketing efforts Website www.domain.com Brand Article Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere euismod orci quis laoreet. Sed tempus ipsum semper ex interdum, quis hendrerit sem euismod. Aenean ultricies, ex gravida venenatis viverra, sapien neque laoreet turpis, et pulvinar Brand Article Title submitted 5 hours ago http://domain.com/article 16 tag tag tag Brand @BrandName Following Lorem ipsum dolor sit amet, consect volutpat mattis sat ne http://domain.com/article #hashtag
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Content Flightpath (Overview) Web Copy Social Media Asset Network + Forum Outreach + Paid Search + Paid Social $ $ $ EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis SERP Optimization ● Optimize Page Title & Meta Description with engaging copy & benefit statements or calls to action to improve Click Through Rates (CTR) Context Optimization ● Ensure target keywords in Heading tags ● Ensure target keywords in alternate text attribute on image tag ● Ensure target keywords in title attribute on anchor tag EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Listening ● Identify trends and topical opportunities for content ideation *Does not include tactics outside of the scope of content marketing Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Social Sharing ● Share content to social media networks & managed assets ● Share repurposed content to social networks *Does not include tactics outside of the scope of content marketing Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Daily Tactical “Theme” ● Authority Building Monday ● Audience Building Tuesday ● Outreach Wednesday ● Action (Promotional) Thursday ● Advocacy Friday Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Outreach ● Identify Social Influencers ● Target Influencers with content ideas *Does not include tactics outside of the scope of content marketing Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Advocate Assignments ● Provide customers with portal to socially validate and share our most recent content ● Email advocates a {duration} content recap with sharing features Insourced Social ● Encourage coworkers to share posts on social media networks ● Highlight company culture while supporting employee engagement Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Display Ads ● Run display ads on Facebook and Google Display Network (YouTube, Gmail, Blogger) to target people who are likely to align with our product offering. ● Target visitors who have not been to our website who may not be in the market but express interest in related sites; send to our authority and lifestyle content with opt-in/lead gen ● Target in-market visitors who show interest in category specific content to brand content, authority and comparison guides EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Search Ads ● Promote product pages & strategically important content through Google & Bing ads *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Online Video Ads ● Use AdWords to display compelling video ads on YouTube to increase brand awareness & send traffic to comparisons, shopping guides, how-to and other related content *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Remarketing ● Target visitors who have shown interest in a particular product with ads back to the product to purchase *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Paid Social ● Utilize promoted posts on Facebook/Instagram, LinkedIn, Pinterest, Twitter and other relevant social networks to promote a post linking to key content to drive traffic from social ● Utilize Twitter to test content approach, graduate top performing content to Facebook, LinkedIn, etc; Further graduate content with best engagement as Paid Search ads *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication $ $
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Syndication ● Utilize content syndication services such as Outbrain or Taboola to gain additional visibility for our content through “recommended content” at the bottom of articles, sponsored content displayed in various placements on a site, or internal links to the content within an article EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Validation We will gain backlinks through direct and indirect methods increasing our domain authority and content visibility thus increasing organic search traffic.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Asset Buildout ● Completing user/brand profiles on Web 2.0 properties is an easy way to get an inbound link from a new domain. And best of all, there are hundreds of opportunities for this. ● After established create posts linking back to our content Guest Blog Posting ● Identify opportunities through network & keyword “guest post by” ● Make introduction with blogger ● Pitch post concept
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Link Requests ● Ask to be included on Resource or Link pages. Find opportunities using inurl:resources {related query} Blogger Outreach ● Blogger outreach is similar to content marketing, but it leverages the personas and authority created by our content marketing efforts to reach new audiences through partnerships with vendors, bloggers and public figures. The goal is to contribute quality content to other online entities, which can then promote the content to their audience.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Domain Reanimation ● This can be a quick way to build links using domains purchased at auction or expired domains. This tactic leverages the domain authority built by previous webmasters, which can then be funneled into other web properties. Link Intersect ● Identifying backlink opportunities which are common to competitors. With a successful link placement on these sites we nullify our competitors advantage.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Link Reclamation ● Link Reclamation is a pro-active link building technique focusing on finding broken links and requesting the webmaster fix it with your URL Unlinked Mentions ● This process identifies brand mentions that do not include a link and requesting that the webmaster add our URL
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Sponsorships ● Sponsorships are a quick and relatively easy way to expand a website's link graph. This approach typically takes yearly contributions to maintain the relationship status, so it is not a scalable or sustainable solution. However, it is a quick way to get links in the short-term.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Analysis We will expertly track, analyze and action on all traffic factors which directly or indirectly affect revenue.
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Infrastructure KPIs ● Site Uptime ● Response Code %’s ● Time to First Byte (TTFB) ● Time to Interact (TTI) ● Crawl Rate Platform Channel Content Conversion
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Architecture KPIs ● % of Broken Links ● # Missing Files/Images ● % with Title & Meta Description ● % Internally Linked Pages ConversionPlatform Channel Content
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Opportunity KPIs ● Non-Branded Potential Traffic = (Target Queries - Long Term Targets) * Search Volume * Avg CTR ● Branded Potential Traffic = Branded Organic Search Traffic / Branded Search Volume (Branded Terms * Search Volume) ConversionPlatform Channel Content
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis SERP (Visibility) KPIs ● # Indexed URLs ● Ranking URLs (Mobile & Desktop) ○ # of URLs ranking ≤ 10 ○ # of URLs ranking ≤ 3 ○ # of URLs ranking = 1 ● Avg. Unique Ranking Keywords per URL ● Ranking Trend (By Page Type) ○ Desktop Rankings by Position Group ○ Mobile Rankings by Position Group ● Rank Performance = Unique Keyword Count / Organic Search Sessions ConversionPlatform Channel Content
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis ConversionPlatform Channel Content SERP (Performance) KPIs ● CTR by Page Type ● % Rewritten Titles ● Rich Snippet Competition = % Queries we have Rich Snippets / % Queries with Rich Snippets
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Organic Search Traffic KPIs ● Organic Search Contribution = New Organic Search Sessions / Total New Sessions ● Branded Queries = Branded Organic Search Sessions / Total Organic Search Sessions ConversionPlatform Channel Content
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Referring Sources KPIs ● Bounce Rate ● Avg. Session ● Avg. Page/Session ● Shares & Links Per 1k Visits * ○ Unique Visits / (Shares + Links) ● Return Visitor Ratio Over Time * ○ Total Visitor Sessions / # Returning Visitors ConversionPlatform Channel Content
@Rob Bertholf Strategy Infrastructure Architecture MarketingProduction Validation Analysis Conversion ● Event Triggers ● Goal Conversion Rate ○ Requests ○ Newsletter Signup ○ Contact Submissions ● eCommerce ○ Add to Cart Rate ○ Cart/Checkout Abandonment Rate ○ Conversion Rate ○ AOV ConversionPlatform Channel Content $
@Rob Bertholf What’s Next?
Additional Frameworks __ 1. + eCommerce Factors 2. Community Strategy 3. Acquisition Strategy 4. Retention Strategy
@Rob Bertholf Questions?
@Rob Bertholf Recap __
@Rob Bertholf Thank you! @rob rob@bertholf.com
@Rob Bertholf What were your thoughts? Please tweet: “Just finished the #ContentStrategy course with @Rob. It was _________”

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Strategic Content Framework

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    @Rob Bertholf @Rob’s GeekCred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
  • 6.
    @Rob Bertholf Search EngineOptimization Expert Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results
  • 7.
    @Rob Bertholf Get Social!#DIYDIFM DIYDIFM @diydifm Follow @DIYDIFM Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak on #SEO & #ContentMarketing!
  • 8.
    @Rob Bertholf Introductions :) HELLOyour nameis 1) Name 2) Industry 3) Takeaway
  • 9.
  • 10.
    @Rob Bertholf ● Re-Focus ○Your Brand ○ Your Customer ○ Your Goals ● Content Marketing Strategy ● Desired Takeaways
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    @Rob Bertholf Content shouldalign with the Customer journey acting as a bridge to Conversion
  • 15.
    @Rob Bertholf by providingvalue through Content Better Serve our Customers to increase Conversion
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    Strategic Frameworks __ 1.Brand 2. Customer 3. Content
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    @Rob Bertholf Mission GoalsIdentity Voice Brand Strategy
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    @Rob Bertholf Mission GoalsIdentity Voice Mission Statement { Brand } helps { Target Commonality } get { Cure Pain & Feed Aspirations } through { USP } featuring { Key Features } Connector Words Mission = Vision (your calling or purpose) + main business tactics Sign up at BizGym.com for interactive brand tool! Credit Steve Sue
  • 20.
    @Rob Bertholf Terms ● Agoal is a broad primary outcome. ● A strategy is the approach you take to achieve a goal. ● An objective is a measurable step you take to achieve a strategy. ● A tactic is a tool you use in pursuing an objective associated with a strategy. Mission Goals Identity Voice
  • 21.
    @Rob Bertholf Goal ● achievedby { Tactics } ● measured by { KPI } ● assigned to { POC } ● completed by { Date } Is it S.M.A.R.T.? ● Specific ● Measurable ● Achievable ● Realistic ● Timely $ Mission Goals Identity Voice
  • 22.
    @Rob Bertholf Our Passion Customer Solution Our Differentiation Mission GoalsIdentity Voice Find Our Greatness ● Our Passion ● Our Differentiation ● Our Solution Credit: Jim Collins, Good to Great
  • 23.
    @Rob Bertholf Establish OurVoice ● Character ● Tone ● Language ● Purpose Mission Goals Identity Voice
  • 24.
    @Rob Bertholf Establish OurVoice: Character Who does our brand sound like? ... Mission Goals Identity Voice
  • 25.
    @Rob Bertholf Establish OurVoice: Tone What is the general vibe of our brand? ... Mission Goals Identity Voice
  • 26.
    @Rob Bertholf Establish OurVoice: Language What kind of words do we use? ... Mission Goals Identity Voice
  • 27.
    @Rob Bertholf Establish OurVoice: Purpose What is our organizational objective? ... Mission Goals Identity Voice
  • 28.
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    @Rob Bertholf Shopper TypesPersonas Consumption Influencers Customer Insight
  • 31.
    @Rob Bertholf Shopper Types Thereare 5 main types of ecommerce shoppers. Knowing the different motivations and habits people have when they come to a site helps designers make decisions that improve overall site usability while supporting different users’ needs. ● Product focused ● Browsers ● Researchers ● Bargain hunters ● One-time shoppers Ref: http://www.nngroup.com/articles/ecommerce-shoppers/ Shopper Types Personas Consumption Influencers Intent Mapping
  • 32.
    @Rob Bertholf Shopper TypesPersonas Persona Name First Last Title Age: Location: About: What are the persona’s relevant characteristics & behaviours? For instance, demographics such as age, gender, occupation and income; psychographics including lifestyle, social class and personality. Behavioral Considerations: List attributes like usage patterns, attitudes and brand loyalty. Frustrations: Which problem does the persona want to solve? Goals: Goals and concerns when they perform relevant tasks: speed, accuracy, thoroughness, or any other needs that may factor into their usage Tasks: http://www.nngroup.com/articles/persona/ Consumption Influencers Intent Mapping
  • 33.
    @Rob Bertholf Where doesthe persona consume information? Another vital factor that will help form your acquisition strategy is knowing exactly where your target market and more specifically personas hang out. What social networks, blogs, newspapers, magazines, events, apps, shops, tv channels do they use/go to. Where do they go outside of work? Where do they like to go for lunch? Shopper Types Personas Consumption Influencers Intent Mapping
  • 34.
    @Rob Bertholf Which deviceis used to consume information? Better understand what the buyflow patterns look like. When do they gather information? During work hours or at home? Shopper Types Personas Consumption Influencers Intent Mapping Discovery Research Purchase
  • 35.
    @Rob Bertholf Influencers Which individualscan influence your target market's behaviour? Who do they look to for advice or follow? Who are their mentors? Leverage: ● Buzzsumo ● Klout Shopper Types Personas Consumption Influencers Intent Mapping
  • 36.
    @Rob Bertholf Shopper TypesPersonas Persona Name First Last Title Age: Location: Consumption Influencers Intent Mapping Has Need Consideration Decision
  • 37.
    @Rob Bertholf Shopper TypesPersonas Consumption Influencers Intent Mapping Persona “X” Content Purpose Establish Authority Support & ServeMarket & Sell No Need Has Need Consider Decision Usage Brand Relationship Repeat ActionSingle ActionAwareNothing
  • 38.
    @Rob Bertholf Shopper TypesPersonas Consumption Influencers Intent Mapping Nothing Consider Repeat Actions Aware Advocacy Single Action Brand Relationship What is the relationship with the persona to our brand?
  • 39.
    @Rob Bertholf Brand RelationshipObjective Determine the objective for buyer persona stages Shopper Types Personas Consumption Influencers Intent Mapping Create Awareness Build Interest Drive Action Provide Value Maintain Top of Mind Leverage Endorsement Nothing Consider Repeat Actions Aware Advocacy Single Action
  • 40.
    @Rob Bertholf Content Types& Tactics by Stage Identify content types to aid in the moving customers to the next stage in the journey (*FIRST DRAFT) Shopper Types Personas Consumption Influencers Intent Mapping Online Research (SEO/PPC) Display Ads Referrals/Social Press/Media Sponsorships Nothing Consider Repeat Actions Aware Advocacy Single Action Remarketing Social Reviews Email (Product) Blog Comparisons Product Pages Social Ads Email (Authority) Blog Direct Mail Press/Media Community Forum How-To/FAQ Email (Promo) Promotions Blog Social Media Newsletter Referral Tools Customer Programs
  • 41.
  • 42.
    Content __ 1. Strategy 2.Infrastructure 3. Architecture 4. Production 5. Marketing 6. Validation 7. Analysis
  • 43.
  • 44.
    @Rob Bertholf Content Strategy Strategy InfrastructureArchitecture MarketingProduction Validation Analysis
  • 45.
    Develop content stationsfor a systematic “assembly line” approach to effective content workflow.
  • 46.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Strategy The goal is to develop comprehensive and highly actionable content strategies to increase organic search revenue.
  • 47.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Search Queries ● Refine/expand our target keywords ● Focus on shareability in addition to search volume ● Adapt to natural language search queries ● Adapt to personalized search providing enhanced context for exposure to implicit queries ● Adapt to intent revision with compound searches Content Mapping ● Align content to customer intent & intended action ● Track content performance by URL, type & cohort
  • 48.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Content Channels ● Prioritize content channels by target audience & objective ● Determine frequency by customer persona, effort & return Media Types ● Determine appropriate media types based on target channels ● Diversify media types to increase exposure/shareability ● Repurpose content to cost effectively scale media types
  • 49.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Diversify User Touchpoints ● Maintain emphasis on Organic search while increasing efforts in additional channels (namely social) ● Increase exposure via Google Cards. Apply to Google News. ● Find ways to leverage modern platforms as well as consider a Mobile App to deliver content & push notifications Grow Contact List ● Heavy focus on collecting & categorizing email addresses of customers, enthusiasts, journalists, bloggers, etc.
  • 50.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Infrastructure The plan is to monitor and support optimization of content delivery to increase the visitor experience.
  • 51.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis User Agent Control ● Monitor log files to prevent crawl fatigue ● Determine User Agent access Crawl Management ● Monitor site uptime & site speed ● Monitor client & server errors ● Monitor XML index & individual sitemaps ● Implement (or request) fixes to eliminate errors
  • 52.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Architecture We will continue to support the optimization of content consumption to increase the visitor experience.
  • 53.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Machine Readability ● Integrate schema markup to provide machine readable context ● Embrace schema markup standards ● Output an endpoint with pure JSON-LD formatted content Web Accessibility ● Advocate for Web Accessibility Initiative (WAI) compliance ● Provide recommendations to improve the visitor experience through with web design & eCommerce best practices
  • 54.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Internal Linking ● Maintain HTML sitemaps to flow page authority and provide clear content hierarchy ● Manage page level meta robots nofollow & noindex rules ● Modernize dynamic link module rules Redirects ● Manage 301 & 302 redirects
  • 55.
    @Rob Bertholf ProductionStrategy InfrastructureArchitecture Marketing Validation Analysis Production Our aim is to be strategic with content ideation, more efficient with content creation & deployment to increase organic search traffic while decreasing production costs.
  • 56.
    @Rob Bertholf ProductionStrategy InfrastructureArchitecture Marketing Validation Analysis Content Calendar ● Prioritize content opportunities ● Log key dates, events & seasonality ● Diversify content by channel, type, topic & intent Progressive Content ● Determine escalation of content creation based on business value, search demand, likeliness of shareability & competitive opportunity ProductPage SMM/SYMM CMS/LandingPage ThematicPages OffsiteContent Planning Ideation Conceptualization DeploymentCreation
  • 57.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Authority LifestyleProduct
  • 58.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Product “Running Shoe” Authority Lifestyle
  • 59.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Product “Running Shoe” Authority “Running” Lifestyle
  • 60.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Brand “Nike” Product “Running Shoe” Authority “Running” Lifestyle “Health”
  • 61.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Content Inventory ● Leverage existing content including corporate communication, community involvement, customer assistance & communication and product knowledge Content Opportunities ● Create & curate content with known high engagement such as life hacks, pop culture, parody, commentary, newsjacking, etc. Planning Ideation Conceptualization DeploymentCreation
  • 62.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Choose Content Template ● N/A ○ Product ○ SMM ○ Thematic ● CMS ○ Article (“vs.”, “best”, “top 10”, “how to”) ○ Buying Guide ○ Landing Page ● Infographic Planning Ideation Conceptualization DeploymentCreation
  • 63.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Content Creation ● Text ● Image ● Video ● Audio ● Live Planning Ideation Conceptualization DeploymentCreation
  • 64.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Repurpose Content ● Text = Podcast ● Text = Slide Deck ● Audio + Slide Deck = Video ● Text Excerpt = Tweet ● Text Excerpt + Image = Instagram ● Video Excerpt = Vine / Instagram Planning Ideation Conceptualization DeploymentCreation
  • 65.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Planning Ideation Conceptualization DeploymentCreation Deployment ● Develop protocols for optimized deployment ● Develop QA checklist & automated testing tools ○ Validation ○ Cross-Browser Testing ○ Mobile Testing ○ Web Accessibility Testing
  • 66.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Marketing We will be more aggressive in increasing the visibility of our content which will increase brand exposure and further increase organic search & referral traffic.
  • 67.
    @Rob Bertholf Brand Shared publicly- 5 hours ago #Hashtag Lorem ipsum dolor sit amet, consectetur adipiscing ut orci ut massa volutpat mattis nec: http://domain.com/article #hashtag Website is the hub of marketing efforts Website www.domain.com Brand Article Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere euismod orci quis laoreet. Sed tempus ipsum semper ex interdum, quis hendrerit sem euismod. Aenean ultricies, ex gravida venenatis viverra, sapien neque laoreet turpis, et pulvinar Brand Article Title submitted 5 hours ago http://domain.com/article 16 tag tag tag Brand @BrandName Following Lorem ipsum dolor sit amet, consect volutpat mattis sat ne http://domain.com/article #hashtag
  • 68.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Content Flightpath (Overview) Web Copy Social Media Asset Network + Forum Outreach + Paid Search + Paid Social $ $ $ EmailOrganic Search Social Media Paid
  • 69.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis SERP Optimization ● Optimize Page Title & Meta Description with engaging copy & benefit statements or calls to action to improve Click Through Rates (CTR) Context Optimization ● Ensure target keywords in Heading tags ● Ensure target keywords in alternate text attribute on image tag ● Ensure target keywords in title attribute on anchor tag EmailOrganic Search Social Media Paid
  • 70.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Listening ● Identify trends and topical opportunities for content ideation *Does not include tactics outside of the scope of content marketing Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
  • 71.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Social Sharing ● Share content to social media networks & managed assets ● Share repurposed content to social networks *Does not include tactics outside of the scope of content marketing Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
  • 72.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Daily Tactical “Theme” ● Authority Building Monday ● Audience Building Tuesday ● Outreach Wednesday ● Action (Promotional) Thursday ● Advocacy Friday Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
  • 73.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Outreach ● Identify Social Influencers ● Target Influencers with content ideas *Does not include tactics outside of the scope of content marketing Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
  • 74.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Advocate Assignments ● Provide customers with portal to socially validate and share our most recent content ● Email advocates a {duration} content recap with sharing features Insourced Social ● Encourage coworkers to share posts on social media networks ● Highlight company culture while supporting employee engagement Listening Content Sharing Engagement Outreach Advocacy EmailOrganic Search Social Media Paid
  • 75.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Display Ads ● Run display ads on Facebook and Google Display Network (YouTube, Gmail, Blogger) to target people who are likely to align with our product offering. ● Target visitors who have not been to our website who may not be in the market but express interest in related sites; send to our authority and lifestyle content with opt-in/lead gen ● Target in-market visitors who show interest in category specific content to brand content, authority and comparison guides EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
  • 76.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Search Ads ● Promote product pages & strategically important content through Google & Bing ads *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
  • 77.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Online Video Ads ● Use AdWords to display compelling video ads on YouTube to increase brand awareness & send traffic to comparisons, shopping guides, how-to and other related content *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
  • 78.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Remarketing ● Target visitors who have shown interest in a particular product with ads back to the product to purchase *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
  • 79.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Paid Social ● Utilize promoted posts on Facebook/Instagram, LinkedIn, Pinterest, Twitter and other relevant social networks to promote a post linking to key content to drive traffic from social ● Utilize Twitter to test content approach, graduate top performing content to Facebook, LinkedIn, etc; Further graduate content with best engagement as Paid Search ads *Does not include tactics outside of the scope of content marketing EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication $ $
  • 80.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Syndication ● Utilize content syndication services such as Outbrain or Taboola to gain additional visibility for our content through “recommended content” at the bottom of articles, sponsored content displayed in various placements on a site, or internal links to the content within an article EmailOrganic Search Social Media Paid Display Search Video Remarketing Social Syndication
  • 81.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Validation We will gain backlinks through direct and indirect methods increasing our domain authority and content visibility thus increasing organic search traffic.
  • 82.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Asset Buildout ● Completing user/brand profiles on Web 2.0 properties is an easy way to get an inbound link from a new domain. And best of all, there are hundreds of opportunities for this. ● After established create posts linking back to our content Guest Blog Posting ● Identify opportunities through network & keyword “guest post by” ● Make introduction with blogger ● Pitch post concept
  • 83.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Link Requests ● Ask to be included on Resource or Link pages. Find opportunities using inurl:resources {related query} Blogger Outreach ● Blogger outreach is similar to content marketing, but it leverages the personas and authority created by our content marketing efforts to reach new audiences through partnerships with vendors, bloggers and public figures. The goal is to contribute quality content to other online entities, which can then promote the content to their audience.
  • 84.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Domain Reanimation ● This can be a quick way to build links using domains purchased at auction or expired domains. This tactic leverages the domain authority built by previous webmasters, which can then be funneled into other web properties. Link Intersect ● Identifying backlink opportunities which are common to competitors. With a successful link placement on these sites we nullify our competitors advantage.
  • 85.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Link Reclamation ● Link Reclamation is a pro-active link building technique focusing on finding broken links and requesting the webmaster fix it with your URL Unlinked Mentions ● This process identifies brand mentions that do not include a link and requesting that the webmaster add our URL
  • 86.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Sponsorships ● Sponsorships are a quick and relatively easy way to expand a website's link graph. This approach typically takes yearly contributions to maintain the relationship status, so it is not a scalable or sustainable solution. However, it is a quick way to get links in the short-term.
  • 87.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Analysis We will expertly track, analyze and action on all traffic factors which directly or indirectly affect revenue.
  • 88.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Infrastructure KPIs ● Site Uptime ● Response Code %’s ● Time to First Byte (TTFB) ● Time to Interact (TTI) ● Crawl Rate Platform Channel Content Conversion
  • 89.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Architecture KPIs ● % of Broken Links ● # Missing Files/Images ● % with Title & Meta Description ● % Internally Linked Pages ConversionPlatform Channel Content
  • 90.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Opportunity KPIs ● Non-Branded Potential Traffic = (Target Queries - Long Term Targets) * Search Volume * Avg CTR ● Branded Potential Traffic = Branded Organic Search Traffic / Branded Search Volume (Branded Terms * Search Volume) ConversionPlatform Channel Content
  • 91.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis SERP (Visibility) KPIs ● # Indexed URLs ● Ranking URLs (Mobile & Desktop) ○ # of URLs ranking ≤ 10 ○ # of URLs ranking ≤ 3 ○ # of URLs ranking = 1 ● Avg. Unique Ranking Keywords per URL ● Ranking Trend (By Page Type) ○ Desktop Rankings by Position Group ○ Mobile Rankings by Position Group ● Rank Performance = Unique Keyword Count / Organic Search Sessions ConversionPlatform Channel Content
  • 92.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis ConversionPlatform Channel Content SERP (Performance) KPIs ● CTR by Page Type ● % Rewritten Titles ● Rich Snippet Competition = % Queries we have Rich Snippets / % Queries with Rich Snippets
  • 93.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Organic Search Traffic KPIs ● Organic Search Contribution = New Organic Search Sessions / Total New Sessions ● Branded Queries = Branded Organic Search Sessions / Total Organic Search Sessions ConversionPlatform Channel Content
  • 94.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Referring Sources KPIs ● Bounce Rate ● Avg. Session ● Avg. Page/Session ● Shares & Links Per 1k Visits * ○ Unique Visits / (Shares + Links) ● Return Visitor Ratio Over Time * ○ Total Visitor Sessions / # Returning Visitors ConversionPlatform Channel Content
  • 95.
    @Rob Bertholf Strategy InfrastructureArchitecture MarketingProduction Validation Analysis Conversion ● Event Triggers ● Goal Conversion Rate ○ Requests ○ Newsletter Signup ○ Contact Submissions ● eCommerce ○ Add to Cart Rate ○ Cart/Checkout Abandonment Rate ○ Conversion Rate ○ AOV ConversionPlatform Channel Content $
  • 96.
  • 97.
    Additional Frameworks __ 1.+ eCommerce Factors 2. Community Strategy 3. Acquisition Strategy 4. Retention Strategy
  • 98.
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  • 101.
    @Rob Bertholf What wereyour thoughts? Please tweet: “Just finished the #ContentStrategy course with @Rob. It was _________”