Not Without Reason: Content Strategy and SEO

NOT WITHOUT REASON: CONTENT STRATEGY AND SEO

Meghan Casey Brain Traffic

@meghscase

www.captureminnesota.com

Hi. @meghscase #mnsummit

Stuff I’ll Talk About

What I mean by “content strategy”

Why you should care

How it can inform your work

What you can do right now (if you’re not already doing it)

– Meghan Casey

“Content strategy helps organizations provide the right

content, to the right people, at the right times, for the right

reasons.”

– Meghan Casey

“Content strategy helps organizations provide the right

content, to the right people, at the right times, for the right

reasons.”

A Framework

Core strategy: States where you will focus your efforts to improve content substance, structure, workflow, and/or governance.

Substance: Story, topic, brand elements, voice and tone

Structure: Organization, categorization, component elements

CONTENT

Substance … fulfills business objectives by meeting audience needs.

Structure … makes content findable and usable for users, and manageable for technology.

CONTENT

Workflow: Roles, processes, tools

Governance: Policies, standards, guidelines

PEOPLE

Workflow ... creates efficiencies across content properties.

Governance … empowers, facilitates, and aligns.

PEOPLE

– Henry Ford

“Thinking is the hardest work there is, which is probably the

reason why so few engage in it.”

Black Cat SEO

Black Cat SEO

“Our SEO consultant recommends that we try to rank for the term ‘black cat’ in October because it’s something people Google a lot before Halloween.”

- Actual client from <large grocery store brand>

Not a typo

Black Cat SEO

“What content would you drive them to?”

- Me

Black Cat SEO

“They suggested our cat food category page.”

- Client

Black Cat SEO

“So, how will it tie to the brand? Is there some spin you can put on cat food and the significance of black cats and Halloween?”

- Me

Black Cat SEO

“I don’t think so. It will just be a way to drive traffic to the product category page so that people know we carry cat food.”

- Client

Black Cat SEO

“But, that’s not really what people will be looking for when they search for ‘black cat,’ is it?”

- Me

Black Cat SEO

“I guess not.”

- Client

– Kristina Halvorson

“Content strategy helps us say no to things that don’t make sense.”

Reason first.

Answers: - What are we trying to

achieve? - What content will help

us achieve our goals? - Who is the content for? - Why do they need it? - What do they want and

expect from us?

Let’s try something.

Origin Meals

We believe a healthy diet should be full of real food, packed with nutrients, and free of potentially irritating ingredients that don’t serve the functions of your body. Our meals are made using responsibly sourced proteins, antioxidant-rich fruits and veggies, and healthy fats and oils. And they never sacrifice flavor.

Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Target Audience

Single

Busy

Believe in the Paleo philosophy

Eat Paleo when they have time to cook and prep meals

Work out regularly at a Crossfit or other small, locally owned gym

Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Business Goals

Increase first-time orders from partner gym members

Increase recurring orders from partner gym members

Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Objectives

Demonstrate how Origin meals help athletes eat to perform

Help athletes choose the meal options that fit their lives best

Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms about eating to perform Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Choosing a Paleo plan and working out that matches your workouts article Profiles of people who met their health fitness goals eating Paleo Origin Meals List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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Content Brainstorm

Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms about eating to perform Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals

Eating Choosing a Paleo plan and working out that matches your workouts article Profiles of people who met their health fitness goals eating Paleo Origin Meals List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style

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What if …?

Core Strategy Statement

We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.

Business Goal

We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.

Audience

We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.

Content

We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.

Here’s what …

Ideas that make strategic sense Better use of budget Content the target audience can use Measurable ROI Content producers with clear direction

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GOAL: Eat so that I don’t starve

GOAL: Eat so that I don’t starve

STRATEGY: Go where the food I want is

GOAL: Eat so that I don’t starve

TACTIC: Open my mouth

STRATEGY: Go where the food I want is

I don’t get it.Why isn’t it working?

TACTIC: Open my mouth

What can you do?

Start With a Strategy

Ask for it.

If it doesn’t exist, do it yourself.

Get buy-in.

Content Strategy Tool: The Mad Lib

The content we produce helps our company accomplish

and by providing

and content that makes

feel or so that they can

or .

<goal> <goal> <adjective>

<adjective> <audience description>

<emotion> <emotion>

<task> <task>

Stick With the Strategy

Use the strategy to make decisions about what content to create and where to share it.

Involve stakeholders in those decisions.

Content Strategy Tool: Decision-Making Matrix

Idea B U T

Benefits of eating Paleo article 1 1 2

Guest blogger series partnership with Crossfit gyms about eating to perform 2 3 5

Guest blogger series with people new to eating Paleo 1 1 2

Choosing a Paleo plan that matches your workouts 2 3 5

See the Strategy Through

Make sure the people creating content or making SEO decisions know and understand the strategy.

Review the content products against the strategy.

Content Strategy Tool: Review Checklist

Attribute X

Supports our strategy to increase new and recurring orders by providing motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestylesConveys one or more of the proof points from our messaging frameworkAddresses an information need or curiosity our audience is likely to have

Contains a prominent and appropriate call to action

What else?

Thank you.Meghan Casey

Brain Traffic @meghscase

www.captureminnesota.com