content strategy with ryan neely

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l e t ’ s ta l k fo r a b i t abou t

CONTENT STRATEGYRyan Neely

Director of DigitalSFW

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Ryan NeelyDirector of Digital - SFW

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WHY WE HAVEN’T KEPT UP WITH OUR BLOG:(least common reasons)• Content marketing worked so

well we got filthy rich and stopped caring.

• We’re trying one of those “14 weird SEO tricks that competitors hate”.

• A summer intern changed our Wordpress password a couple years ago.

• Takes too long to post on Apple Watch.

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IS ANYONE LISTENING?

NO.

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THANK YOU

ryann@sfwresults.com9SFW

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HOW WILL PEOPLE FIND IT

WHAT’S ITS JOB

IS IT WORKINGSFW

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CONTENT PATHWAYS

CONTENT FUNNEL

MEASUREMENT

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SEARCH

EARNED

PAID

Content we consume

CONTENT PATHWAYS

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CONTENT PATHWAYS MAZEI’m going to create some content!Focused on a

specific subject?

Is it a crowded space?

NO

SEO skillz

and $$$

YES

Basic SEO

knowledge

YES

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CONTENT PATHWAYS MAZEI’m going to create some content!Focused on a

specific subject?

Are you a legitimate expert on

this?

NO

Is it a crowded space?

NO

SEO skillz

and $$$

YES

PR / Partnerships / Social

Basic SEO

knowledge

YES YES

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CONTENT PATHWAYS MAZEI’m going to create some content!Focused on a

specific subject?

Are you a legitimate expert on

this?

Willing to spend some

money to drive traffic?

NO

Is it a crowded space?

NO

SEO skillz

and $$$

YES

PR / Partnership

s / Paid social*

Sponsored content /

syndicated content /

Paid social

$$$

Paid social

$

Basic SEO

knowledge

YES YES

NO

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CONTENT PATHWAYS MAZEI’m going to create some content!Focused on a

specific subject?

Are you a legitimate expert on

this?

Willing to spend some

money to drive traffic?

NO

Is it a crowded space?

NO

SEO skillz

and $$$

YES

PR / Partnership

s / Paid social*

Sponsored content /

syndicated content /

Paid social

$$$

Paid social

$

Basic SEO

knowledge

YES YES

NO NO

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CONTENT PATHWAYS

CONTENT FUNNEL

MEASUREMENT

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Every piece of content should have a clear purpose.

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TIMELY SEASONALEVERGREENVALUES AND INTERESTS[ATTRACT]

COMPANY AND STORY[CONNECT]

PRODUCTS AND SERVICES[CONVERT]

SEARCH

EARNED

PAID

CONTENT FUNNEL

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CONTENT PATHWAYS

CONTENT FUNNEL

MEASUREMENT

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Observe,hypothesize, test,measure.

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VALUES AND INTERESTS

COMPANY AND STORY

PRODUCTS AND SERVICES

Which content is bringing in the most traffic? Which headline works the best?Which case study gets the most views?Which industry example has a low conversion rate?Which form has the highest completion percentage?What’s the user path of a conversion?

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Know how your content will be found.

Create it to do a specific job.

Measure your results and optimize appropriately.

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I KNOW HOW WILL PEOPLE FIND IT

IT HAS A CLEAR PURPOSE

I CAN TELL IF IT’S WORKINGSFW

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IS ANYONE LISTENING?

Yes! Yes!Yes!

Yes!

Yes!Yes!Yes!

Yes!Yes!

Yes!

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THANK YOU

ryann@sfwresults.com33SFW