Creating An Effective Roadmap For Content Development - Scott Dodge

75 %
25 %
Information about Creating An Effective Roadmap For Content Development - Scott Dodge

Published on March 12, 2014

Author: MnSearch


@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 3

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 8 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. k 9

@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. 15

@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. 17

@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. 18

@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

21 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. 22

@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. 24

@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. 29

@scott_dodge BBBBBBBREAK IT DOWN Pretty easy to understand what you need to do, and how to prioritize it, right? 30

@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. 31

@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. 32

1. 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

@scott_dodge @threedeep

Add a comment

Related presentations

Related pages

Creating An Effective Roadmap For Content Development ...

At the MnSearch Snippet #12 event held at Spyder Trap in Minneapolis, MN on February 26, 2014, Scott Dodge presented his slidedeck "Creating An ...
Read more

Creating An Effective Roadmap For Content Development ...

THE CUSTOMER DEVELOPMENT ROADMAP: A Minimum Viable Toolset for Systematically Creating Blue Ocean Startups
Read more

The Content Creation Workflow: How to Bring Your Strategy ...

... Grant Tilus presented his slidedeck "The Content ... Content Creation Workflow: How to ... Roadmap For Content Development - Scott Dodge ...
Read more

Event Slide Decks - MnSearch

Home » Event Slide Decks. ... » Creating An Effective Roadmap For Content Development – Scott Dodge » The Content Creation Workflow: ...
Read more

In Focus I&R Excellence. Roadmap to Resources Creating ...

by molly-scott. on Mar 27, 2015. Report Category: Documents. Download: 0 Comment ... Roadmap to Resources Creating Effective Community Directories .
Read more

Features do not a Product Roadmap Make | Tyner Blain

Features do not a Product Roadmap Make. ... Product Strategy, Requirements, Software development Scott ... the context for creating a powerful roadmap.
Read more

NAI: Network Advertising Initiative

... and support the continued development of informative, creative and free content and ... Network Advertising Initiative Promotes Jurgen Van ...
Read more


Advertising Programmes Business Solutions +Google About Google © 2016 - Privacy - Terms. Search; Images; Maps; Play; YouTube; News; Gmail ...
Read more - EsBuzz

Las 10 frases que nunca debes decir a una amiga que está triste Cuántas veces nos encontramos ante la situación de tener que consolar a una ...
Read more