Leaving the Field of Dreams:

Making Content Useful, Findable and Meaningful

Now What Conference April 2016

@meaningmeasure

Misty Weaver

 Content Strategy

 SEO

 Content Marketing

Persistent Myth

If you build it

cgpgrey.com

They will come

cgpgrey.com

chrisjoelcampbell.com

Problem solving is listening

• shivelycreative.com

Myth: Talk about yourself

https://www.instagram.com/socalitybarbie

Myth: It’s all about that metadata

Daniel Mietchen

Myth: Speed will save you kakisky  

But we have buy button

This has all happened before

The text isn’t missing The value is

Does the field of dreams lead to fear of failure?

kakisky  

@factorfirm

Research Research

Research

No new reward in old tricks

quicksandala  

Reduce risk. Increase chance of reward.

Content Strategy Is Useful

What do you mean Content Strategy?

• scoutthecity.com

Provide the right content, for the right people, in the right place, at the right time.

Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-

drawer-with-governance��

Business + Audience Resources

= Plan

Useful Content Informs

http://bit.ly/1JwQwm2

Useful v. Functional

Information is no good if it can’t be found.

The CMS Adventure

• instagram.com/sergio_rola

Designing for robots

h#p://bit.ly/PST8Uv  

SEO = Technical Optimizing your website so that search engine bots can easily crawl and index your website

http://www.slideshare.net/rlovinger/metadata-is-a-love-note-to-the-future/ Rachel Lovinger

Jason Scott, @textfiles

Meta Descriptions

What happens when you have 31 H1 tags on every page?

Qwertyxp2000  

Don’t forget the alt tags

SEO = User Experience?

You can’t optimize what you don’t have

Findable content provides answers

How do you sell jeans when you only have denim?

The SEO myth

SEO is a long game

Ma#hew  Barby  h#p://searchengineland.com/dont-­‐tell-­‐seo-­‐244465  

Not enough

• banbandesigns.com

Too Thin

pedrojperez  

Topical Authority

dr_evil  

Too darn much

lauramusikanski  

It might just be who you know gabrielgurrola.com

Links = Relationships

daniellemacinnes.com

h#p://pybop.com/ask-­‐a-­‐content-­‐strategist/  

Informative, useful content makes you visible

Good, easy to find answers make you credible

Meaning is differential

What makes you meaningful?

Content Marketing Myths

http://thenextscoop.com/effective-visual-content-marketing-plan-for-your-business/

Content Marketing?

thesoutherntrunk.com

Content Marketing • kat.io

If there’s a who, what, when, where, how, there’s also a SO WHAT.

Bust the myth of high quality content

Gathercontent.com

Add value through knowledge

What you need for Content Marketing

beglib  

Michelin Stars

AirBNB

Inform your research

Oh, the journeys they’ll make

Have their answers ready

Coverage and Connection

Educate  

Answer  

Inform  

Themes  

Evergreen  

PromoNon    

Leaving the Field

Backyard Politics

EMPTY

Engagement = Hard

Internet = Full

Cats = Who Knows?

3E6699  Find your ratio

Give generously of your knowledge

Thank you! I’ve been

@meaningmeasure

Now What Conference April 2016

By: name Date

Misty Weaver