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Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
29. THE STRUCTURED
CONTENT DRIVING
OUR “RICH SNIPPETS”
ORIGNAL, BRAND-DRIVEN
PRODUCT INFORMATION
WRITTEN BY OUR TEAM
OF IN-HOUSE EXPERTS
NOT TO MENTION
CONVERSION.
117. GOAL:
REPLICATE THE REI IN-
STORE “GREEN VEST”
EXPERIENCE ONLINE
STRATEGY:
USE CORE VALUES AND
EXPERTISE TO ANSWER
CUSTOMER QUESTIONS
RESULT:
HUNDREDS OF “HOW-TO”
ARTICLES ABOUT GEAR,
APPAREL & ACTIVITIES
133. REI MADE IMPLICT
EXPERTISE
EXPLICIT AND
FINDABLE
HUNDREDS OF “EXPERT ADVICE”
ARTICLES DRIVES HUNDREDS OF
THOUSANDS OF NEW PEOPLE TO
DISCOVER REI
134. WE TRANSFORMED
THAT CONTENT
INTO VISUAL,
SHAREABLE DATA
AND OUR CREATIVE AND
MERCHANDISING TEAMS WERE
ENGAGED BY THIS INFORMATION
DESIGN CHALLENGE
135. WE REACHED NEW
AUDIENCES WITH
EARNED MEDIA
CONTENT MARKETING SHOULD BE
PART OF EVERY CONTENT STRATEGY!
AND YOU SHOULD BE FLUENT IN
MARKETING ANALYTICS.
136. WE LEVERAGED
NEW METADATA
FORMATS FOR
INTEROPERABILITY
THESE ARE ACTIVE ACROSS
OUR ENTIRE CATALOG, DRIVING
TRAFFIC RIGHT WHERE WE
WANT IT: OUR PRODUCTS!
137. WE PROVED OUT
THE VALUE OF
STRUCTURED
INFORMATION
WE EVALUATE OUR IN-HOUSE TEAM
AGAINST SEO STANDARDS AND SEO
HELPED MAKE THE CASE FOR OUR
FACETED NAVIGATION SYSTEM
138. WE HELPED BUILD
SKILLS AND
COMMUNITIES
ACROSS CHANNELS
REI IS THE LARGEST OUTDOOR
EDUCATOR IN THE UNITED STATES
BY NUMBER OF PEOPLE TAUGHT
139. WE LINKED DATA
WITH CONTENT TO
AID IN WAYFINDING
AND GREW OUR HYPERLOCAL
AWARENESS AT THE SAME TIME BY
PROVIDING A VALUABLE SERVICE