It May Have to Be You. Brody Dorland Co-Founder – DivvyHQ @brodydorland

SEMPO Cities Kansas City October 27, 2016

A Little Background

• Built my first corporate website in 2000 • Started freelancing in 2005, digging into SEO, mostly B2B • Fast forward 10+ years and a few hundred websites…

I’ve learned three important things.

2

#SEMPOCitiesKC

sempo.org

3 Consumers are in control.

It’s crowded and noisy. (harder than it used to be)

4

Google is controlling the game.

5

Content is the fuel that drives today’s marketing engine.

6

The Reality

Communications and marketing teams are still struggling with this content thing. •  No coordinated strategy •  No proactive planning •  Silos = Poor communication •  Inconsistent brand messaging across

channels •  Insanely chaotic content production

processes •  Not using the right tools

7

The Organic Content Process

8

Strategy Ideate Plan Produce Optimize Publish Promote Analyze

Most marketing software tools help here.

The Organic Content Process

9

Strategy Ideate Plan Produce Optimize Publish Promote Analyze

This is the hard, manual part and where we need to improve.

Strategy

• You need to insert yourself into the strategic conversation • Get cozy with buyer intent so you can boost relevance • Map keywords to content (niche properties and individual

assets)

10

Awareness

What is an editorial

calendar?

Content planning best

practices

Discovery

Editorial calendar software

Top content calendar apps

Validation

DivvyHQ case studies

DivvyHQ vs. CoSchedule

Ideation

• Use your keyword suggestion tools

• Encourage (force) regular ideation sessions

•  Introduce a shared, centralized place for idea storage

• Be a dependable source of new content ideas

11

Planning

This is where most of us suck. And there are consequences. •  Get a recurring planning meeting on

the calendar and stick to it (frequency varies)

•  Nail down a planning meeting agenda •  Setup and use an editorial/content

calendar •  Plan ahead!

12

Production Workflow

• Define your process (creation, editing/review, approvals) • Lead time per step • Who does what?

13

It may have to be you.

You may have to lead the charge.

You may have to drive change.

You may have the biggest impact on success.

14

Thank You.

Brody Dorland - @brodydorland 15