Content

By Suzanne McDonald

Engage Marketing University

Who needs it?Why bother?

Suzanne McDonald

• Launched Designated Editor in 2008• Founded Newport Interactive Marketers• Master’s degree in Mass Communications

and Journalism• Decades of newspaper experience, 6 years at

The Boston Globe• Best practices and developments in: Search |

Social | Usability | Behavioral

Why bother?

We are in an era of information consumption

Our current culture requests information when needed

What’s it to you? Or me?

Today’s consumers say

You can take this billboard and … erase it

Stop killing trees and cluttering my house

Today’s consumers say …

What’s a business owner to do?

Embrace this era of new opportunities

1. Get ahead of your competitors

2. Identify with your audience

What is content?

Opportunity to initiate a conversation

with those who truly want

to hear your expertise

Where does content live?

How can content co-exist?

What are folks hearing?

• Outdated or old websites

• Unattractive design

• Too much information

• Expired information

How can we get there from here?

Tools that respect your time & preserve your budget

Maximize your ROI

Step 1 Business developmentIdentify your best growth areas

Step 2 Keyword researchWhat vocabulary are people

using?

Maximize your ROI

Step 1 Business developmentIdentify your best growth areas

Step 3 Build topics from Steps 1 & 2 Discuss topics that best serve

your growth markets & use keywords

Step 2 Keyword researchWhat vocabulary are people

using?

Maximize your ROI

Step 1 Business developmentIdentify your best growth areas

Thank you&

feel free to quiz me