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Leaving the Field of Dreams:
Making Content Useful, Findable and
Meaningful
Now What ConferenceApril 2016
@meaningmeasure
Misty Weaver
Content Strategy
SEO
Content Marketing
Persistent Myth
If you build it
cgpgrey.com
They will come
cgpgrey.com
Myth: Talk about yourself
https://www.instagram.com/socalitybarbie
Myth: It’s all about that metadata
Daniel Mietchen
Myth: All you need is a button
This has all happened before
The text isn’t missingThe value is
Does the field of dreams lead to fear of failure?
kakisky
Reduce risk. Increase chance of reward.
Content Strategy Is Useful
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 + AudienceResources
= Plan
Useful Content Informs
http://bit.ly/1JwQwm2
Useful v. Functional
Information is no goodif it can’t be found.
Designing for robots
http://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
Matthew Barbyhttp://searchengineland.com/dont-tell-seo-244465
Too Thin
pedrojperez
Topical Authority
dr_evil
http://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/
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
Michelin Stars
AirBNB
Inform your research
Oh, the journeys they’ll make
Have their answers ready
Coverage and Connection
Educate
Answer
Inform
Themes
Evergreen
Promotion
Leaving the Field
Backyard Politics
EMPTY
Engagement = Hard
Internet = Full
Cats = Who Knows?
3E6699Find your ratio
Give generously of your knowledge
Thank you!I’ve been
@meaningmeasure
Now What ConferenceApril 2016
By: nameDate
Misty Weaver
