content strategy with ryan neely
TRANSCRIPT
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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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SFWSFW 12
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!
