Not Without Reason: Content Strategy and SEO

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    13-Aug-2015

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<ol><li> 1. NOT WITHOUT REASON: CONTENT STRATEGY AND SEO Meghan Casey Brain Trafc @meghscase www.captureminnesota.com </li><li> 2. Hi. @meghscase #mnsummit </li><li> 3. Stuff Ill Talk About What I mean by content strategy Why you should care How it can inform your work What you can do right now (if youre not already doing it) </li><li> 4. Meghan Casey Content strategy helps organizations provide the right content, to the right people, at the right times, for the right reasons. </li><li> 5. Meghan Casey Content strategy helps organizations provide the right content, to the right people, at the right times, for the right reasons. </li><li> 6. A Framework </li><li> 7. Core strategy: States where you will focus your efforts to improve content substance, structure, workow, and/or governance. </li><li> 8. Substance: Story, topic, brand elements, voice and tone Structure: Organization, categorization, component elements CONTENT </li><li> 9. Substance fullls business objectives by meeting audience needs. Structure makes content ndable and usable for users, and manageable for technology. CONTENT </li><li> 10. Workow: Roles, processes, tools Governance: Policies, standards, guidelines PEOPLE </li><li> 11. Workow ... creates efciencies across content properties. Governance empowers, facilitates, and aligns. PEOPLE </li><li> 12. Henry Ford Thinking is the hardest work there is, which is probably the reason why so few engage in it. </li><li> 13. Black Cat SEO </li><li> 14. Black Cat SEO Our SEO consultant recommends that we try to rank for the term black cat in October because its something people Google a lot before Halloween. - Actual client from Not a typo </li><li> 15. Black Cat SEO What content would you drive them to? - Me </li><li> 16. Black Cat SEO They suggested our cat food category page. - Client </li><li> 17. Black Cat SEO So, how will it tie to the brand? Is there some spin you can put on cat food and the signicance of black cats and Halloween? - Me </li><li> 18. Black Cat SEO I dont think so. It will just be a way to drive trafc to the product category page so that people know we carry cat food. - Client </li><li> 19. Black Cat SEO But, thats not really what people will be looking for when they search for black cat, is it? - Me </li><li> 20. Black Cat SEO I guess not. - Client </li><li> 21. Kristina Halvorson Content strategy helps us say no to things that dont make sense. </li><li> 22. Reason first. </li><li> 23. Answers: - What are we 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? </li><li> 24. Lets try something. </li><li> 25. Origin Meals We believe a healthy diet should be full of real food, packed with nutrients, and free of potentially irritating ingredients that dont 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 sacrice avor. </li><li> 26. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 27. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 28. Target Audience Single Busy Believe in the Paleo philosophy Eat Paleo when they have time to cook and prep meals Work out regularly at a Crosst or other small, locally owned gym </li><li> 29. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 30. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 31. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 32. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 33. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 34. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 35. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 36. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles 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 </li><li> 37. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 38. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 39. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 40. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 41. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 42. Business Goals Increase rst-time orders from partner gym members Increase recurring orders from partner gym members </li><li> 43. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 44. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 45. Content Objectives Demonstrate how Origin meals help athletes eat to perform Help athletes choose the meal options that t their lives best </li><li> 46. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 47. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 48. Content Brainstorm Benets of eating Paleo articles Guest blogger series partnership with Crosst 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 Proles of people who met their health tness 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 </li><li> 49. What if ? </li><li> 50. Core Strategy Statement We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals ts into their lifestyles. </li><li> 51. Business Goal We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals ts into their lifestyles. </li><li> 52. Audience We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals ts into their lifestyles. </li><li> 53. Content We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals ts into their lifestyles. </li><li> 54. Heres what Ideas that 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 </li><li> 55. GOAL: Eat so that I dont starve </li><li> 56. GOAL: Eat so that I dont starve STRATEGY: Go where the food I want is </li><li> 57. GOAL: Eat so that I dont starve TACTIC: Open my mouth STRATEGY: Go where the food I want is </li><li> 58. I dont get it. Why isnt it working? TACTIC: Open my mouth </li><li> 59. What can you do? </li><li> 60. Start With a Strategy Ask for it. If it doesnt exist, do it yourself. Get buy-in. </li><li> 61. Content Strategy Tool: The Mad Lib The content we produce helps our company accomplis...</li></ol>

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