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CREATIN
G AN E
FFECTI
VE
ROADMAP FO
R CONTE
NT
DEVELOPM
ENT
A T
AC
TI C
AL G
UI D
E
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@scott_dodge
ABOUT ME
SEO @ThreeDeep.
Car Guy.
Hater of Sports.
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@scott_dodge
@threedeep
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@scott_dodge
AGENDA
Caring about Content
Approaching Content Differently
Developing an Actionable Content Development Roadmap
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Confidential and Proprietary Information
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Confidential and Proprietary Information
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@scott_dodge
CONTENT IS A WEIRD THING.
It’s a buzzword to some, and a lifeblood to others. 6
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@scott_dodge
SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH.
“Um…. I’ll just have the burger.” 7
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@scott_dodge
PEOPLE HAVE VARYING LEVELS OF UNDERSTANDING.
Content = Blog posts!
More blog posts = more traffic!
Content = more traffic!
*Rapid crapsourcing ensues
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You can’t say that!
That needs to go through legal.
That needs approval from the CEO and his Grandmother.
*Nothing gets done
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@scott_dodge
HERE’S WHAT WE HAVE TO DO.
k9
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@scott_dodge
STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY.
What makes a car good? 10
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@scott_dodge
THINK ABOUT IT AS A CULMINATION OF MANY FACTORS.
It’s a combination of quality (power, handling, reliability, styling) and most
importantly, RELEVANCE.11
=
=
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@scott_dodge
A QUANTUM LEAP.
Change is haaaaard.
Crapsourcing content is easy and cheap. 12
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@scott_dodge
CRAPSOURCING.
Here’s what crapsourcing gets you.13
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@scott_dodge
MANY DON’T EVEN KNOW WHERE TO BEGIN.
So… there’s this content thing that I’m supposed to be doing… 14
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@scott_dodge
LET ME SHOW YOU THE WAY.
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@scott_dodge
STEP 1 – START CARING.
The first step in any Content Development project is to actually CARE. 16
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@scott_dodge
STEP 2 – PRIORITIZE AND FOCUS.
Start breaking down key service lines, product categories or markets.
This will help make execution less intimidating.
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@scott_dodge
STEP 3 – UNDERSTAND THE CUSTOMER.
To ensure you’re developing content that resonates, make sure you have some
semblance of understanding your customer, their interests, and their desires.
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@scott_dodge
STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.
The most important step, and the focus of this presentation entails building a
roadmap of keyword themes.19
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@scott_dodge
STEP 5 – EXECUTE.
The final step in this process is to execute.20
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BUILDIN
G THE R
OADMAP
Y OU
R T
OO
L BO
X
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Pen and Paper
Scrapebox
Adwords Keyword Tool / Planner
Excel
Your Brain
The Players
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@scott_dodge
PEN AND PAPER.
Start with focus area #1. Grab a pen and paper, and start sketching out the customer path to
conversion. This is where customer understanding is vital.
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@scott_dodge
REFINE A BIT.
Start to refine, and go into a little depth in each of these areas. 23
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@scott_dodge
TRANSLATE TO SEED KEYWORDS THAT WILL GROW INTO THEMES.
Translate these barely legible ramblings into something a living, breathing human would actually search for.
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@scott_dodge
FIRE UP SCRAPEBOX.
Dump these seed keywords into Scrapebox Suggest Scraper. 25
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@scott_dodge
RE-SCRAPE LIST A COUPLE TIMES.
Review the scraped list. If you feel like it, remove a few non-applicable KWs.
Transfer left, and re-scrape.26
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@scott_dodge
DUMP LIST INTO ADWORDS KEYWORD TOOL
Once you have the big list, dump them into the Adwords Keyword Tool / planner
/ whatever they’re calling it now.27
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@scott_dodge
TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT DIFFERS.
These will start to inform your main themes, which you can then begin to
break down.28
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@scott_dodge
EXPORT INTO EXCEL, BREAK IT DOWN.
Get sorting. Look at your high-volume keywords, and search for related
keywords to create detailed keyword themes.
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@scott_dodge
BBBBBBBREAK IT DOWN
Pretty easy to understand what you need to do, and how to prioritize it, right?
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@scott_dodge
A WILD ROADMAP APPEARS…
Right in front of your eyes, this information-overload turns into an
actionable outline that you could get started on TODAY.
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@scott_dodge
EXECUTE AND ENJOY!
Execution is up to you. Turn this into an editorial calendar, use it to break down a new service line section, or create a wiki-style monster
resource page.
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QUICK
RECAP1. Content is important.
Care.
2. Map out a conversion path.
3. Use ScrapeBox & KW Tool to get a monster list of KWs with volume.
4. Break down KW list into themes, and execute!
@scott_dodge
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THANKS!!
@scott_dodge@threedeep