13. Approach in a nutshell.
• Content needs to work for:
• Your audience
• Your discussions
• Your contexts
• Your paid tactics
• You social and paid social tactics
• Your organic presence
16. What does each tree
need to grow?
• Compelling content
• Mix of evergreen, fresh and
unique web page copy
• Images
• Videos
• Geo-specific or local content
22. Behaviortotarget. Contentrequired.
Researching cars • Evergreen car category pages
• Product detail pages
• Authoritative perspectives
• How-to videos
• How-to infographic
Needs a car right away • Evergreen web content landing pages/
• Local / Mobil optimized location pages
• Stable, bookmark-able car locator
• Evergreen web content
Looking for a used car • Evergreen used car landing page
• Local / mobile optimized used car dealer locations pages
• Stable, optimized used car locator and location pages
• How to buy a used car videos & infographics
• Authoritative used car experts & Social graph optimization
Editorial Plan.
23. CONTENT!
COMMERCE!
SPACES!
COMMUNITY!
Keyword-driven
content / search
insights
Social listening
Defining your own
language
Core Web SEO
Editorial planning
Local SEO
Localize /mobilize
your content
iBeacons and low-
energy Bluetooth
Drip-fed social
content
Socially-authoritative
brand ambassadors
Social media / Social
graph optimization
Integrated reporting
Content metrics
Testing
Weaponized content
pieces
Multiple payment
options and contexts
29. Inbound traffic
driving.
Our inbound channels are
now operating in real-time,
striking up conversations
that are more relevant to
our audiences, driving a
broader base of customers
back to the on or off-site
hub.
• Paid search
• Organic search
• Display
32. Strategic concepts or behaviors to own
New car research Need a new care now Shopping for used car
Strategic keywords
How to shop for new car Used car <geomodifier>
Authority & authorship
In-house writer Respected car industry guy Product guy
Publishing & optimization
Core web SEO Local/Mobile content Drip-fed social content
Content promotion
Blogger outreach Paid & non-paid syndication
Paid social
Consolidated reporting & analysis
Content & SEO metrics
Rankings Inbound link Likes Shares Leads Tweets
Enterprise content framework.
Keyword-driven content
New car shopping video Infographic: what to look for in a
used car
34. Constant optimization.
• With converged management comes constant
optimization
• What do you do on day 10, 100
• Promote on native platforms – create a digital
playbook for ambassadors
• Get everyone trained on the basics of working
together.
• Link back to a central hub – does not have to
be your website…But it helps!