CREATIN

G AN E

FFECTI

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ROADMAP FO

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DEVELOPM

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A T

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@scott_dodge

ABOUT ME

SEO @ThreeDeep.

Car Guy.

Hater of Sports.

2

@scott_dodge

@threedeep

@scott_dodge

AGENDA

Caring about Content

Approaching Content Differently

Developing an Actionable Content Development Roadmap

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Confidential and Proprietary Information

ch

Confidential and Proprietary Information

@scott_dodge

CONTENT IS A WEIRD THING.

It’s a buzzword to some, and a lifeblood to others. 6

@scott_dodge

SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH.

“Um…. I’ll just have the burger.” 7

@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

@scott_dodge

HERE’S WHAT WE HAVE TO DO.

k9

@scott_dodge

STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY.

What makes a car good? 10

@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

=

=

@scott_dodge

A QUANTUM LEAP.

Change is haaaaard.

Crapsourcing content is easy and cheap. 12

@scott_dodge

CRAPSOURCING.

Here’s what crapsourcing gets you.13

@scott_dodge

MANY DON’T EVEN KNOW WHERE TO BEGIN.

So… there’s this content thing that I’m supposed to be doing… 14

@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

@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

@scott_dodge

STEP 5 – EXECUTE.

The final step in this process is to execute.20

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

@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

@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

@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

@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

@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

@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

THANKS!!

@scott_dodge@threedeep