8. @scott_dodge
PEOPLE HAVE VARYING LEVELS OF UNDERSTANDING.
Content = Blog posts!
More blog posts = more traffic!
Content = more traffic!
*Rapid crapsourcing ensues
8
You can’t say that!
That needs to go through legal.
That needs approval from the CEO
and his Grandmother.
*Nothing gets done
11. @scott_dodge
THINK ABOUT IT AS A CULMINATION OF MANY FACTORS.
It’s a combination of quality (power, handling,
reliability, styling) and most importantly,
RELEVANCE.
11
=
=
16. @scott_dodge
STEP 1 – START CARING.
The first step in any Content Development project
is to actually CARE. 16
17. @scott_dodge
STEP 2 – PRIORITIZE AND FOCUS.
Start breaking down key service lines, product
categories or markets.
This will help make execution less intimidating.
17
18. @scott_dodge
STEP 3 – UNDERSTAND THE CUSTOMER.
To ensure you’re developing content that resonates,
make sure you have some semblance of
understanding your customer, their interests, and
their desires.
18
19. @scott_dodge
STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.
The most important step, and the focus of this
presentation entails building a roadmap of
keyword themes.
19
22. @scott_dodge
PEN AND PAPER.
Start with focus area #1. Grab a pen and paper, and
start sketching out the customer path to conversion.
This is where customer understanding is vital.
22
24. @scott_dodge
TRANSLATE TO SEED KEYWORDS THAT WILL GROW INTO
THEMES.
Translate these barely legible ramblings into
something a living, breathing human would
actually search for.
24
26. @scott_dodge
RE-SCRAPE LIST A COUPLE TIMES.
Review the scraped list. If you feel like it, remove a
few non-applicable KWs. Transfer left, and re-
scrape.
26
27. @scott_dodge
DUMP LIST INTO ADWORDS KEYWORD TOOL
Once you have the big list, dump them into the
Adwords Keyword Tool / planner / whatever
they’re calling it now.
27
28. @scott_dodge
TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT
DIFFERS.
These will start to inform your main themes, which
you can then begin to break down. 28
29. @scott_dodge
EXPORT INTO EXCEL, BREAK IT DOWN.
Get sorting. Look at your high-volume keywords,
and search for related keywords to create
detailed keyword themes.
29
31. @scott_dodge
A WILD ROADMAP APPEARS…
Right in front of your eyes, this information-
overload turns into an actionable outline that
you could get started on TODAY.
31
32. @scott_dodge
EXECUTE AND ENJOY!
Execution is up to you. Turn this into an editorial
calendar, use it to break down a new service line
section, or create a wiki-style monster resource page.
32
33. 1. Content is important.
Care.
2. Map out a conversion
path.
3. Use ScrapeBox & KW Tool
to get a monster list of
KWs with volume.
4. Break down KW list into
themes, and execute!
@scott_dodge