become a content superhero

How to be a Content Super

Hero!

Focus on me, not Google

“We want people doing white hat search engine optimization (or even no search engine optimization at all) to be free to focus on creating amazing, compelling web sites” @MattCutts

Know your Persona!

1. Know Your Persona

JetBlue’s buyer persona is the low budget traveler that wants a

comfortable yet affordable flying option.

#likeaboss

Cathy ComplianceBACKGROUND:• Manager in Compliance and Records Management.• Worked at the same company for 3-10 years; employed

specifically.• Involved in job specific training.• Married with 2 children (3 and 5).

DEMOGRAPHICS:• Skews female• Age 30-55• Suburban

IDENTIFIERS:• Organized• Eye for detail• Articulate requirements well

Cathy ComplianceGOALS:• Ensure information is accurate.• Keep process organized & minimize error• Paperless POD environment

CHALLENGES:• General cost reductions• Streamlining POD process• Accurate data collection

HOW WE HELP:• Reliable consistent service• Accurate Information• Reduce costs

Cathy ComplianceREAL QUOTES:• “I appreciate the accuracy of information

and the speed at which it is provided.”• “I appreciate the consistent communication

until the service is delivered.”

INFORMATION SOURCES:• Google, Internal References

COMMON OBJECTIONS:• I don’t want to have to train the entire

company on how to use a new system.• I don’t want to have a complex system that

is difficult to use or has features we don’t need.

Cathy ComplianceMARKETING MESSAGING:• Information at your fingertips.

ELEVATOR PITCH:• We give you a hybrid document

management solution that supports your proof of delivery process, integrates into your existing software and platforms and is simple to use.

2. Create Content they Love

● Short Paragraphs● Headers and Subheaders● Images● Internal Links● Bullets● Numbered Lists

Use relevant images

Short paragraphs and internal links

3. Attract Buzz

Hook your content events like Valentine's day and

create buzz through social media.

Call-to-Action

4. Stay Fresh and Relevant

5. Editorial Calendar

Your Editorial Calendar