8. The question we ask:
How to create “great content”?
The question we need to ask:
Why do we need to create
“great content”?
(…and how did we get involvedin this mess?)
84. Outcomes:
What can you do better or quicker now
that you couldn’t before?
QUESTIONS TO ASK
85. LOOK FOR PATTERNS IN CONVERSATIONS
SEMrush throws up an
insane amount of
keywords that I never knew
my site could rank for.
More data means more
comprehensive reports for
my clients – they get all the
numbers they need.
I never run out of link
opportunities because of
the sheer number of
competitor backlinks I find.
87. SEO made simple.
You hate guesswork. So we
made SEO less confusing.
Affordable SEO tool suite.
The SEO tool that helps you
profit from search data.
CLARITY IN CONTENT
88. SEO made simple.
You hate guesswork. So we
made SEO less confusing.
Affordable SEO tool suite.
The SEO tool that helps you
profit from search data.
Don’t be limited by free and
biased reporting tools.
Get reports that Google
Analytics doesn’t give you –
without the headache it does.
CLARITY IN CONTENT
93. HOW TO CREATE – STRATEGIC DECISIONS
OUTSOURCEVS. IN-HOUSE
94. * Creativity * Speed
* Expertise * Control
(But, please,please, don’t consider the cost.)
OUTSOURCE VS. IN-HOUSE
95. HOW TO CREATE – STRATEGIC DECISIONS
ARTIFICIAL INTELLIGENCE (AI) VS. HUMAN
96. NEWS REPORT
A shallow magnitude 3.3 earthquake was reported
Friday evening four miles from Burney, Calif., according
to the U.S. Geological Survey. The temblor occurred at
11:00 p.m. Pacific time at a depth of 6.8 miles.
AI VS. HUMANS
97. POEM (IN SHAKESPEARE’S STYLE)
When I in dreams behold thy fairest shade
Whose shade in dreams doth wake the sleeping morn
The daytime shadow of my love betray’d
Lends hideous night to dreaming’s faded form.
AI VS. HUMANS
106. CONTENT SHOULD MATCH INTENT
CONTEXT
• SITUATION
• “Why would
someone want
to consume
this content?”
INTENT
• PURPOSE
• “How can this
content help
them
accomplish
their goal?”
RELEVANCE
• CONNECTION
• “Is this
content the
best match for
them at this
particular
moment?”
112. Peter Kafka
@pkafka
“The trick for content
makers like myself is to find
work that only content
makers like myself can do –
work where human qualities
like experience, judgment,
and creativity get rewarded.
And if we can’t do that, we
ought to be doing
something else, anyway.”