This will be a tag team presentation by Michael Tesauro and Rob Bonham, respectively Content and Digital Marketing Managers at Cengage, speaking on how to develop a data centered content strategy that drives organic traffic.
The general outline is as follows…..
I. So, Your Blog is Looking Thin…
– Knowing when to rethink your current blog strategy
II. Content Is King and Why That’s Still True
– The current landscape of content and how to align with it
III. What’s the Point?
– Defining business goals, ROI, and how content fit achieves it
IV. Identifying Content Gaps (and Planning How to Fill Them)
– Performing a blog audit and planning next steps
V. Data Mining Your Way to Better Content Strategy
– Using past metrics (readership, clicks, page views) to inform your new blog strategy
VI. The Secret’s in Your Audience
– Understanding how your readership interacts with your content and how your content fits into the current sales funnel
VII. Managing An Editorial Calendar (and Not Losing Your Mind)
– Simplifying your editorial calendar
VIII. To SEO or Not SEO (Trick Question, Always Use Keyword Research)
– Where SEO best practices fit into the content development process