This talk was given at the 2017 Digitalzone conference in Istanbul and focused around the strategies and techniques needed to ensure the right content is produced for the right reasons at the right time and is promoted in the right way.

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11. Identify
• Personas –
define
concerns
and
understand
motivations
and needs
Questions
• What
questions
do your
personas
ask at each
stage of the
buying
process?
Answers
• Develop a
content
plan that
answers
these
questions
Map
• Map
answers to
stages in
buying
process and
pair with
keyword
plan
Create
• Create
keyword
optimised
sharable
content that
adds value
and answers
questions

19. Map everything out

22. Which
content
brings in
traffic?
Which
content
inspires
action?
Which
keywords
should I
focus on?
Where
can we
improve
CTR?

34. Links Content RankBrain

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