Content marketing requires a holistic strategy around your content to ensure it is visible to search engines without sacrificing its value to humans. Getting content noticed means creating high quality, useful content but publishing alone will not guarantee traffic, let alone conversions and sales. The work you put into planning before publishing is the best set-up for success. Strategy helps you choose the right message and content for your audiences, structure it for robots and readers, and promote it on multiple channels. From the 2016 Now What? Conference: www.nowwhatconference.com

1. Leaving the Field of
Dreams:
Making Content
Useful, Findable and Meaningful
Now What Conference
April 2016
@meaningmeasure
Misty Weaver

3. ​ Content Strategy
​ SEO
​ Content Marketing

6. Persistent Myth

7. If you build it
cgpgrey.com

8. They will come
cgpgrey.com

9. chrisjoelcampbell.com

10. Problem
solving is
listening
• shivelycreative.com

11. Myth: Talk about yourself
https://www.instagram.com/socalitybarbie

12. Myth: It’s all about that
metadata
Daniel Mietchen

13. Myth: Speed will save you
kakisky

14. But we have buy button

15. This has all happened before

16. The text isn’t missing
The value is

17. Does the field of dreams
lead to fear of failure?
kakisky

18. @factorfirm
Research
Research
Research

19. No new reward in old tricks
quicksandala

20. Reduce risk. Increase chance of
reward.

22. Content Strategy Is
Useful

23. What do you mean
Content Strategy?
• scoutthecity.com

24. 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

25. Business + Audience
Resources
= Plan

26. Useful Content Informs

27. http://bit.ly/1JwQwm2

28. Useful v.
Functiona
l

30. Information is no good
if it can’t be found.

31. The CMS Adventure
• instagram.com/sergio_rola

32. Designing for robots
h#p://bit.ly/PST8Uv

33. SEO = Technical
Optimizing your website so that search engine bots
can easily crawl and index your website

34. http://www.slideshare.net/rlovinger/metadata-is-a-love-note-to-the-future/ Rachel Lovinger
Jason Scott, @textfiles

35. Meta Descriptions

36. What happens when
you have 31 H1 tags
on every page?

37. Qwertyxp2000

38. Don’t forget the alt tags

39. SEO = User Experience?

40. You can’t optimize
what you don’t have

41. Findable content
provides answers

42. How do you sell jeans
when you only have denim?

43. The SEO myth

44. SEO is a long game
Ma#hew
Barby
h#p://searchengineland.com/dont-­‐tell-­‐seo-­‐244465

45. Not enough
• banbandesigns.com

46. Too Thin
pedrojperez

47. Topical Authority
dr_evil

48. Too darn
much
lauramusikanski

49. It might just be who you know
gabrielgurrola.com

50. Links = Relationships
daniellemacinnes.com

51. h#p://pybop.com/ask-­‐a-­‐content-­‐strategist/

52. Informative, useful
content makes you
visible
Good, easy to find
answers make you
credible
Meaning is differential

53. What makes you meaningful?

54. Content Marketing Myths
http://thenextscoop.com/effective-visual-content-marketing-plan-for-your-business/

55. Content Marketing?
thesoutherntrunk.com

56. Content Marketing
• kat.io

57. If there’s a who,
what, when, where,
how, there’s also a
SO WHAT.

58. Bust the myth of high quality content
Gathercontent.com

62. Add value through knowledge

63. What you need for
Content Marketing
beglib

64. Michelin Stars

65. AirBNB

66. Inform your research

67. Oh, the journeys they’ll make

68. Have their answers ready

69. Coverage and Connection

75. Educate
Answer
Inform
Themes
Evergreen
PromoNon

76. Leaving the Field
Backyard Politics

77. EMPTY

78. Engagement = Hard

79. Internet = Full

80. Cats = Who Knows?

82. 3E6699
Find your ratio

84. Give generously of your
knowledge

87. Thank you!
I’ve been
@meaningmeasure
Now What Conference
April 2016
By: name
Date
Misty Weaver