Content Creation Should be a Company Wide Sensation When your goal is to create user focused content finding out what your visitors are consuming online (and on your site) is the important first step. Take stock of your sites "footprint" and get a better idea of how it is engaged with, and what topics you have supporting your product. Creating content for a business isn't just one departments sole job. Forward thinking companies will be able to provide insight from multiple people in different business areas. They will have different understandings of your product, and will be able to put a new light on content ideas.

1. Content Creation Should be a
Company Wide Sensation
Dylan Mazeika
Content Marketing Specialist, BuyerZone
@dylan_mazeika

2. You provide for your users; not for search
engines
Content must be FOCUSED and meet the
following
Unique (On your site, across the web)
Quality (Presentation, style)
Value (Users need and want this information)
Content Creations Has Changed

3. Kevin Gibbons from BlueGlass does an excellent job of
explaining how to assess your current content situation.
He stresses putting the new and exciting ideas aside until you
perform a content audit.
Take Stock of Your Current Content
You best not
start content
creation before a
content audit!

4. Kevin suggests we analyze the content by two
metrics:
Links
Traffic
But let’s take it a step further…

5. The Good Stuff

6. Links and traffic are great but you can find out more about
your content with Site’s Analytics:
Time on page
Bounce Rate
Exit %
These will lend a lot more to finding out what your users find
useful. You’ll have a much better idea of which content is
outdated
Engagement Metrics

7. Next you’re going to want to look at content type

8. Understanding what type of content is
making up your site is essential to
knowing what areas you can improve and
work on.
This chart breaks down your site by the
number of a type of content.
One recommendation from this would be
to create more pricing information.
You can use this data to see what types of
content you could improve on based of
performance and engagement metrics.
Organize by Content Type

9. Now you know what content type you need…
It’s a matter of who can help…

10. Believe it or not, your coworkers from the following
departments have insight and would love to help
you!
Sales
Search Marketing/PPC
Product Management
Customer Service
Never fear, your company is near!

11. Your sales team is the bridge to your clients, and can
provide insight into a client's "ideal customer," allowing
you to build a buyer persona and create content that any
customer would want.
On top of buyer personas, your sales team will be the first
to know:
Industry trends
New technology or regulations
New features
Basically, all topics that would make for great content.
Sales Team Insight

12. SEO and Content departments can gain a wealth of knowledge
from picking the brains of search marketers. Get a list of their top
performing keywords as well as a negative keyword list that
would create topics driving traffic for potentially less desirable
customers.
Their top performing keywords are a great place to find topic
ideas, as they are the keywords bringing in the most revenue and
conversions. Keep these terms in mind and be sure that any new
(or existing) content is only bringing targeted traffic, and your
ideal supplier.
SEM/PPC Insight

14. Who knows the industry and landscape better than your
product management team? They know where your
industry has been and, like your sales team, often know
where it's going. They are constantly working to make
sure that the product is top notch and dynamic, and
should always be providing insight into content.
Product Management Insight

15. Your sites “footprint” will be able to tell you what types
of content your website is made of. This breakdown of
your site, combined with engagement metrics will allow
you to make the statements:
“Our site doesn’t have a lot of pricing information,
what we have performs well”
“ Our website has a lot of product specs that no ones
seen in 6 months.”
Take the company feedback you’ve gathered into two
section. Topics that drive qualified leads, and topics that
won’t.
How to use this data

16. This is going to include:
Negative keywords (PPC)
Types of unqualified leads that get submitted (customer service)
Topics that wouldn't help your client's ideal customer (sales)
You now know what type of topics and keywords will bring
unqualified traffic and bad leads, but you can use your content to
try to qualify this traffic. Tug on your users heart strings and let
them know why what your site offers is a better alternative to
what they were searching for.
EX. You have a lawn mower website. You don’t want people who
are interested in push mowers, but your content can be revolved
around situations and reasons that push mowers aren’t suitable.
Topics That Drive Unqualified Leads

18. These topics will include:
Industry trends (product management)
New features/services offered by clients (sales)
Insight into your perfect buyer (sales/customer service)
Top performing keywords that are driving qualified traffic (PPC team)
This process goes beyond “keyword research” and takes the focus
back to the most important part of your business; the customer.
When you start with the user, long tail terms and keywords come
naturally. Your content no longer targets keywords, it targets
users.
Topics to drive “qualified leads”

19. @dylan_mazeika
@BuyerZone
Phone: 888-393-5000
www.BuyerZone.com