not without reason: content strategy and seo
TRANSCRIPT
NOT WITHOUT REASON: CONTENT STRATEGY AND SEO
Meghan Casey Brain Traffic
@meghscase
www.captureminnesota.com
Hi. @meghscase #mnsummit
Stuff I’ll 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 you’re not already doing it)
– Meghan Casey
“Content strategy helps organizations provide the right
content, to the right people, at the right times, for the right
reasons.”
– Meghan Casey
“Content strategy helps organizations provide the right
content, to the right people, at the right times, for the right
reasons.”
A Framework
Core strategy: States where you will focus your efforts to improve content substance, structure, workflow, and/or governance.
Substance: Story, topic, brand elements, voice and tone
Structure: Organization, categorization, component elements
CONTENT
Substance … fulfills business objectives by meeting audience needs.
Structure … makes content findable and usable for users, and manageable for technology.
CONTENT
Workflow: Roles, processes, tools
Governance: Policies, standards, guidelines
PEOPLE
Workflow ... creates efficiencies across content properties.
Governance … empowers, facilitates, and aligns.
PEOPLE
– Henry Ford
“Thinking is the hardest work there is, which is probably the
reason why so few engage in it.”
Black Cat SEO
Black Cat SEO
“Our SEO 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
Black Cat SEO
“What content would you drive them to?”
- Me
Black Cat SEO
“They suggested our cat food category page.”
- Client
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
Black Cat SEO
“I don’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
Black Cat SEO
“But, that’s not really what people will be looking for when they search for ‘black cat,’ is it?”
- Me
Black Cat SEO
“I guess not.”
- Client
– Kristina Halvorson
“Content strategy helps us say no to things that don’t make sense.”
Reason first.
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?
Let’s try something.
Origin Meals
We believe a 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.
Content Brainstorm
Benefits of eating 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
Content Brainstorm
Benefits of eating 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
PP
P
P
PP
P
PPPP
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 Crossfit or other small, locally owned gym
Content Brainstorm
Benefits of eating 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
Content Brainstorm
Benefits of eating 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
Content Brainstorm
Benefits of eating 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
Content Brainstorm
Benefits of eating 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
Content Brainstorm
Benefits of eating 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
Content Brainstorm
Benefits of eating 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
PP
Content Brainstorm
Benefits of eating 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
PP
P
Content Brainstorm
Benefits of eating 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
PP
PP
Content Brainstorm
Benefits of eating 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
PP
PP
Content Brainstorm
Benefits of eating 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
PP
PP
P
Content Brainstorm
Benefits of eating 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
PP
PP
xP
Content Brainstorm
Benefits of eating 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
PP
PP
xP
P
Content Brainstorm
Benefits of eating 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
PP
PP
x
x
P
P
Business Goals
Increase first-time orders from partner gym members
Increase recurring orders from partner gym members
Content Brainstorm
Benefits of eating 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
PP
PP
x
x
P
P
Content Brainstorm
Benefits of eating 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
PP
x
x
x
x
x
x
Content Objectives
Demonstrate how Origin meals help athletes eat to perform
Help athletes choose the meal options that fit their lives best
Content Brainstorm
Benefits of eating 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
PP
x
x
x
x
x
x
Content Brainstorm
Benefits of eating 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
xP
x
P
P
x
x
xx
x
x
Content Brainstorm
Benefits of eating 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
PP
P
What if …?
Core Strategy Statement
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Business Goal
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Audience
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Content
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Here’s what …
Ideas that make strategic sense Better use of budget Content the target audience can use Measurable ROI Content producers with clear direction
PPPPP
GOAL: Eat so that I don’t starve
GOAL: Eat so that I don’t starve
STRATEGY: Go where the food I want is
GOAL: Eat so that I don’t starve
TACTIC: Open my mouth
STRATEGY: Go where the food I want is
I don’t get it.Why isn’t it working?
TACTIC: Open my mouth
What can you do?
Start With a Strategy
Ask for it.
If it doesn’t exist, do it yourself.
Get buy-in.
Content Strategy Tool: The Mad 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>
Stick With the Strategy
Use the strategy to make decisions about what content to create and where to share it.
Involve stakeholders in those decisions.
Content Strategy Tool: Decision-Making Matrix
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
See the Strategy Through
Make sure the people creating content or making SEO decisions know and understand the strategy.
Review the content products against the strategy.
Content Strategy Tool: Review Checklist
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 lifestylesConveys one or more of the proof points from our messaging frameworkAddresses an information need or curiosity our audience is likely to have
Contains a prominent and appropriate call to action
What else?
Thank you.Meghan Casey
Brain Traffic @meghscase
www.captureminnesota.com