BrightonSEO_Fiona_Brennan_-_v3.pptx.pdf

Transcript

1. What is sustainable content and why does it matter? Fiona Brennan Indie Essentials LinkedIn/in/fiona-brennan https://speakerdeck.com/fionabrennan
2. 1. Why we should care 2. What sustainable content is (and isn’t) 3. 4 point framework
3. Our digital lives account for 3.5% of global carbon emissions
4. You can fly the whole population of London to New York and back for less carbon than a year of TikTok
5. A day of Chat GPT prompts takes about the same energy as fuelling 5.5 homes for a year
7. 50% of content marketers are burnt out
8. People, planet, and profits
9. What sustainable content is not…
10. Repurposing unsustainable content doesn’t make it more sustainable
11. It’s simply wasting more of your time.
12. What is sustainable content?
14. 3 x Facebook groups Facebook pages Instagram Twitter LinkedIn Email marketing Live challenges SEO A quiz Lead magnets Facebook ads Daily blogs
15. Exhausted and not enough sales
17. Market research
18. Understanding your audience
19. Sustainable content framework: Purpose Impact Momentum Profit
20. 1. Purpose
21. What is the purpose for the business?
23. And what is the purpose for the customer?
26. Design the next step specifically for that customer
27. Try and use what you already have
28. Test and tweak
29. 2. Impact
30. 1.1 billion pieces of content created daily
31. 50% has zero engagement
32. 50% of content marketers are burnt out
34. Hair loss
35. Menopause
36. IBS
37. Don’t fall into the trap of creating content with a purpose that doesn’t make an impact
40. 3. Momentum
41. If your content has purpose and impact then momentum should follow.
44. Does it fit the strategy?
45. Is it worth testing?
46. Do you have the resources?
47. 3 x Facebook groups Facebook page Instagram Twitter LinkedIn Email marketing Challenges SEO Quiz Countless lead magnets Facebook Ads And daily blogs.
48. SEO Email marketing Facebook ads Lead magnets with purpose & impact
49. 4. Profit
50. By creating less, you can make more money.
51. Look at the customer journey.
52. Make sure what you do leads to a product eventually.
53. Ultimately, if your content strategy doesn’t make a profit, it’s unsustainable.
54. What is sustainable content?
55. It meets each of these four criteria: Purpose Impact Momentum Profit
56. This framework works for all content and all businesses.
57. Two tools to apply what I’ve covered today:
58. Website Carbon Calculator:
59. Content Canvas: