Killer Content & Multichannel Magic: A Chaotic How-to Guide

We all know content is king. But are you honestly giving your SEO content the crown it deserves? Onpage SEO content sits smack bang in a magic spot right in between brand and performance – but all too often, we’re guilty of throwing a great piece of content up on-site and then standing around poking it until it ‘does some SEO’.

Forget that. In this talk, you’ll learn how writing, auditing, and analysing SEO content can make your job easier, make your services stickier, and help you to sell your strategy to key stakeholders. We’ll talk about how a solid content strategy can connect to PPC, PR, CRO, CRM (and any other acronyms you fancy tbh) and make your brand feel, well, more like a brand.

Wondering why you should listen to the girl in the novelty 50s skirt? Hannah is a Senior Content Strategist with 8 years of experience in multichannel marketing, both in-house and agency-side - so she gets the struggle from both sides. This talk is basically everything she wishes she’d known all along.

Transcript

1. ~ A CHAOTIC HOW-TO GUIDE ~
   Multichannel
   magic
   -AND-
   content
   Killer
   

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2. big team
   mom energy!
   never met a
   pair of novelty
   earrings I
   didn’t love!
   passionate
   VLOOKUP
   advocate!
   ADHD AF!
   ride or die for
   Ahrefs!
   whimsical and
   wildly
   impractical!
   

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3. In-house
   marketing
   E-commerce, digital
   marketing, CRM, onsite
   SEO and content
   SEO
   content
   writer
   Senior
   Content
   Strategist
   AKA “I worked in e-commerce marketing for four years and all I got was this lousy PowerPoint timeline”
   

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5. Content writer Senior content writer Content strategist Senior content strategist
   

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8. •
   make your job easier
   •
   make your brand better
   •
   make your services stickier
   •
   help you to sell your strategy
   

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9. “fun”
   in
   “top offunnel”
   content
   puts the
   

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11. It’s not just on-page,
    it’s an opportunity!
    

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13. If you can prove that your content has a
    multichannel life beyond ranking and
    organic visibility, it
    •
    Makes it easier to get signoff
    •
    Helps to connect you to other services
    •
    Builds the brand
    

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14. But how do we PROVE
    the value of our content?
    

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15. Content is the two things
    everyone wants to be:
    

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16. sexy
    

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17. …
    

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18. …
    (I AM IMMEDIATELY REGRETTING SAYING ‘CONTENT IS SEXY’
    IN FRONT OF ALL MY PEERS SO LET’S MOVE ON)
    

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19. -THE IMPORTANT BIT-
    

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20. dull
    data
    mean
    driven
    doesn’t
    AKA: WHY I LOVE AUDITS (EVEN THO THEY DON’T LOVE ME)
    

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21. Your content strategy means you
    know your brand, your customers,
    and your missed opportunities better
    than anyone else.
    

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22. the power of
    audits
    

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24. awesome audit insights
    Look for pages
    that have a good
    CTR - what’s
    pulling users onto
    your site?
    Which pages drive
    the most traffic
    outside of
    commercial
    landing pages?
    If a page you didn’t
    expect is converting
    well, why is that? Are
    you missing an
    opportunity or an
    insight?
    Check GSC for those
    SUPER relevant
    small-volume, high-
    intent long-tail
    keywords
    Roleplay your
    customer journey.
    Have you got
    content for each
    stage of the funnel?
    attraction traffic conversions intent coverage
    A K A “ W A I T I S T H I S M Y E N T I R E J O B I N F I V E B U L L E T P O I N T S ? ”
    

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25. -THE IMPORTANT BIT-
    

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26. the content
    flower
    

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27. seo
    pr
    social
    paid
    marketing
    

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30. “If content is the lifeblood of
    your site, then tech SEO is the
    beating heart that moves it
    where it needs to go.”
    

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31. Find new SEO opportunities
    from the macro level
    Content might seem like a big
    investment, but build it into
    your SEO strategy from the
    off and it will pay off
    SEO content is the brand – it’s
    not just driving sessions,
    it’s driving perception too
    seo
    pr
    social
    paid
    marketing
    

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32. Find the topics your
    customers care about, and
    drive relevancy for your
    digital PR strategy
    Create evergreen SEO content
    that can get you links
    and passes link equity
    Use insights from content to
    help boost your open rates
    seo
    pr
    social
    paid
    marketing
    

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33. B2B? Create case studies and
    whitepapers using niche insights
    you’ve spotted that no-one else is
    talking about
    Use lifestyle & blog content
    in email marketing to build
    your brand
    Turn content into content
    marketing campaigns
    seo
    pr
    social
    paid
    marketing
    

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34. Use insights from social and
    content to support each other
    Crosslink your content – add
    UGC and insights to your blogs
    to increase EEAT
    Social search – on-
    platform
    and in search engines
    seo
    pr
    social
    paid
    marketing
    

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35. Use content for retargeting
    audiences
    Be tactical on your most
    important keywords – focus
    organic where you’re struggling
    on CPC and vice versa
    Tap into content talent
    to boost your ad copy
    and messaging
    seo
    pr
    social
    paid
    marketing
    

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36. -THE IMPORTANT BIT-
    

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37. Speakerdeck.com/hannahlrbrady
    @hannahlrbrady
    

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