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BrightonSEO_Fiona_Brennan_-_v3.pptx.pdf
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Fiona Brennan
April 25, 2024
Marketing & SEO
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130
BrightonSEO_Fiona_Brennan_-_v3.pptx.pdf
Fiona Brennan
April 25, 2024
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Transcript
What is sustainable content and why does it matter? Fiona
Brennan Indie Essentials LinkedIn/in/fiona-brennan https://speakerdeck.com/fionabrennan
1. Why we should care 2. What sustainable content is
(and isn’t) 3. 4 point framework
Our digital lives account for 3.5% of global carbon emissions
You can fly the whole population of London to New
York and back for less carbon than a year of TikTok
A day of Chat GPT prompts takes about the same
energy as fuelling 5.5 homes for a year
None
50% of content marketers are burnt out
People, planet, and profits
What sustainable content is not…
Repurposing unsustainable content doesn’t make it more sustainable
It’s simply wasting more of your time.
What is sustainable content?
None
3 x Facebook groups Facebook pages Instagram Twitter LinkedIn Email
marketing Live challenges SEO A quiz Lead magnets Facebook ads Daily blogs
Exhausted and not enough sales
None
Market research
Understanding your audience
Sustainable content framework: Purpose Impact Momentum Profit
1. Purpose
What is the purpose for the business?
None
And what is the purpose for the customer?
None
None
Design the next step specifically for that customer
Try and use what you already have
Test and tweak
2. Impact
1.1 billion pieces of content created daily
50% has zero engagement
50% of content marketers are burnt out
None
Hair loss
Menopause
IBS
Don’t fall into the trap of creating content with a
purpose that doesn’t make an impact
None
None
3. Momentum
If your content has purpose and impact then momentum should
follow.
None
None
Does it fit the strategy?
Is it worth testing?
Do you have the resources?
3 x Facebook groups Facebook page Instagram Twitter LinkedIn Email
marketing Challenges SEO Quiz Countless lead magnets Facebook Ads And daily blogs.
SEO Email marketing Facebook ads Lead magnets with purpose &
impact
4. Profit
By creating less, you can make more money.
Look at the customer journey.
Make sure what you do leads to a product eventually.
Ultimately, if your content strategy doesn’t make a profit, it’s
unsustainable.
What is sustainable content?
It meets each of these four criteria: Purpose Impact Momentum
Profit
This framework works for all content and all businesses.
Two tools to apply what I’ve covered today:
Website Carbon Calculator:
Content Canvas: