Content Strategy Training - Internet Summit 2013
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@JennyHalasz Advanced SEO Training The Real Skinny on Content Marketing November 13, 2013
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Presented by Jenny Halasz during the SEO Preconference Intensive at Internet Summit (#isum13) in Raleigh, NC.
Transcript of Content Strategy Training - Internet Summit 2013
@JennyHalasz
Advanced SEO Training
The Real Skinny on Content MarketingNovember 13, 2013
@JennyHalasz
About Archology
@JennyHalasz
@JennyHalasz
Do you write SEO content?
@JennyHalasz
Encoding & Decoding
Encoding Decoding
Message
ReceiverSpeaker
Realms of UnderstandingRealms of Understanding
@JennyHalasz
A movie sounds like fun! I wonder if he’d agree to a chick flick.
Let’s get it on!
Would you like to just go back to my place and watch a movie?
Sure!
@JennyHalasz
I better not be late again.
Don’t you dare be late again!
I need that proposal finished by three.
No problem.
@JennyHalasz
The Buying Cycle
@JennyHalasz
@JennyHalasz
@JennyHalasz
Discover, Learn, Create, Enjoy
Compare, Research, Find
Like, Review, Vote, Join, Discuss
Return, Help, Recover, Discern, Restore, Estimate
Refer, Share, Repeat, Return
Key Actions
Consideration
Social Proof
Support
Loyalty
Awareness
@JennyHalasz
Target
Pharma Companies are taking down their “disease state” sites like usinlupus.com.
But they don’t understand the power of Hummingbird.
@JennyHalasz
Target
Example: www.usinlupus.com
• This site is selling Benlysta.
• Has a “join” call to action for email marketing
• Dr. Discussion Guide (lead generation)
@JennyHalasz
Use & Share
@JennyHalasz
Share
Good Example:www.carolina.com
@JennyHalasz
Share
Good Example:www.carolina.com
@JennyHalasz
Share
Bad Example:www.loews.com
@JennyHalasz
Share
Bad Example:www.loews.com
@JennyHalasz
Share
Media MUST match visitor intention!
@JennyHalasz
Workshop
• Who are your customers?– Example: Residential Realtor• People moving to Raleigh area• Apartment dwellers looking to move up• Long term corporate contractors
@JennyHalasz
Workshop
• What are the top things you offer?– Example: Residential Realtor• Homes• Townhomes• Rental Properties
@JennyHalasz
Workshop
• What do people do on your site?– Example: Residential Realtor• Buy• Lease• Sell
@JennyHalasz
Workshop
• What do people really do on your site?– Example: Residential Realtor• Research opportunities• Seek area information• Compare prices
@JennyHalasz
Discover, Learn, Create, Enjoy
Compare, Research, Find
Like, Review, Vote, Join, Discuss
Return, Help, Recover, Discern, Restore, Estimate
Refer, Share, Repeat, Return
Key Actions
Consideration
Social Proof
Support
Loyalty
Awareness
@JennyHalasz
Workshop
• What do people really do on your site?– Example: Residential Realtor• Research opportunities - Consideration• Seek area information - Awareness• Compare prices – Consideration• Ask if others have used this realtor – Social Proof• Estimate mortgage costs – Support• Refer a friend - Loyalty
@JennyHalasz
Triples
• Subject – Predicate – Object
@JennyHalasz
Triples
• Subject – Predicate – Object
@JennyHalasz
Triples
• Subject – Predicate – Object
@JennyHalasz
Content Grid
Subject 1
Subject 2
Subject 3
Predicate 1
Predicate 2
Predicate 3
Object 1
Object 3
Object 2
@JennyHalasz
Content Grid
Subject 1
Subject 2
Subject 3
Predicate 2
Predicate 3
Predicate 1
Object 3
Object 1
Object 2
@JennyHalasz
Content Grid
Subject 1
Subject 2
Subject 3
Predicate 2
Predicate 3
Predicate 1
Object 3
Object 1
Object 2
@JennyHalasz
Editorial Calendar
Source: http://www.verticalmeasures.com/content-editorial-calendar-template/
@JennyHalasz
Do you write SEO content?
