6. Your content strategy means
you know your brand, your
customers, and your missed
opportunities better than
anyone else.
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
7. O R , W H Y C O N T E N T S T R A T E G I S T S A R E T H E C O O L E S T N E R D S Y O U ’ L L E V E R M E E T
• you’ll know more about your
offering than ever before
• you’ll get new ideas for
awesome new marketing
campaigns
• the content that gets you
discovered organically will be
better and more on brand
than ever
• you’ll genuinely understand
your customers and be able
to make old content better
• you’ll stop recommending
building new pages for
launches without thinking
about longevity.
• pages you create will work
harder for longer.
• honestly like who doesn’t love
a marketing efficiency?? don’t
write a new blog post if you
have a great one that just
needs a little love
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
9. New content is important – but
optimisation is not a dirty
word.
If you already have the Black
Pearl, the most feared ship in
the Caribbean, why trade her
in?
Audit your content. Make what
you already have work harder,
and then you can see what
you really need…
9
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
12. Roleplay your customer journey. Have you
got content for all of your pain points?
Look for pages that have a good CTR –
what is unique and pulling users onto
your site?
If a page you didn’t expect is converting
well, why? Are you missing an opportunity
or an insight?
Which pages drive the most traffic
outside of commercial landing pages?
Check GSC for those SUPER relevant small-
volume, high-intent long-tail keywords
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
15. There is no SEO magic wand. There is no silver bullet. If your content ain’t it then it won’t hit.
But BY GOD there are basics!
1. Simple, straightforward,
but catchy. This is your ad
copy to users and to
Google. Why rank you?
2. Make sure they’re not too
long, or Google will cut
them down for you.
1. Make sure your title is
relevant and clear for the
main topic/keyword
you’re targeting
2. Use your headings to
break up your copy and
explain the content to
search engines and users
1. Pick your keywords
carefully.
2. Use them early in your
piece, and use them
naturally.
3. If you’re doing it right, you
won’t need to fit them in –
they’ll inform the content.
1. Plan your internal links –
are you helping Google to
understand?
2. Will your users want to
read more? Will they click
a CTA?
3. Will that CTA take them to
the right place?
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
18. 18
• Look at your landing pages
• Optimise for commercial
keywords
• Build content around key
products and pages, with
good internal linking
• Check your most popular
queries on Search Console –
are these pages giving the
right brand experience?
• Use reports like Ahrefs’ top
pages to see where
competitors are on SERPs
you’re not playing on
• Build out your keyword
clusters with long-tail
keywords
• Focus on demonstrating
EEAT
• Look at quick wins, like
pages ranking just outside
#1-10
20. • Information gain refers to the value a
searcher gets from a search – are they
being presented with the same
information, regurgitated? Or is there
something unique that only your brand
can offer?
• Tap into your customer service team,
customer help team, sales team –
anyone with a unique take on your
product, lived experience with your
offering, or a different opinion about the
brand.
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
22. It might be less immediately visible
than your social media feed, it might
not reach as many people as your
email marketing can, but your organic
content can be one of the most
significant first touchpoints a user
has with your brand, at different points
of the funnel.
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
27. Your content can and should play
across the entire customer journey,
from the standard top-of-funnel
consideration phase right through to
incredibly niche queries at the tail end
of the funnel. At every stage, ask
yourself ‘do we have a page for this?
have we answered that question’?
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
28. Your brand should appear in the same SERPs as your
competition, helping users understand your place in the market
Examples: How to guides, checklists, lifestyle content
Why should someone choose your brand over any others on the
market? Time to demonstrate your depth of expertise and trust.
Examples: Product guides and features, best of/comparison
content, specific use-case landing pages
Time to put those CTAs to work! Shout about your USPs, use social
proofing, and assure users that you’re trustworthy.
Examples: Optimised product pages, success stories, customer
reviews and case studies, very niche/longtail blogs
Use user-generated content, talk about community onsite, and
celebrate your customers in the way that’s right for your brand
Examples: How-to guides for your products, troubleshooting,
customer care pages, updates and launches, user generated
content
28
30. If you can prove that your content has a
multichannel life beyond ranking and
organic visibility, it
• Makes it easier to get signoff
• Helps to connect you to other services
• Builds the brand
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
31. SEO
PR
PAID
MARKETING
SOCIAL
Quickly identify new potential landing
pages or offerings from top-
performing pages and SERP analysis
Create evergreen SEO content that
gets links and passes link equity,
using content insights from top-
performing blogs to help steer you
towards trending topics that
perform well in search.
Use lifestyle and blog content in
your email marketing to build
your brand and break up
conversion messaging
Crosslink your content – add
UGC and insights to your blogs to
increase EEAT and that
information gain
Be tactical – if you’re ranking really
well organically, save your CPC and
make sure your paid team aren’t
bidding on the same keywords
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
32. SEO
PR
PAID
MARKETING
SOCIAL
Quickly identify new potential landing
pages or offerings from top-
performing pages and SERP analysis
Create evergreen SEO content that
gets links and passes link equity,
using content insights from top-
performing blogs to help steer you
towards trending topics that
perform well in search.
Use lifestyle and blog content in
your email marketing to build
your brand and break up
conversion messaging
Crosslink your content – add
UGC and insights to your blogs to
increase EEAT and that
information gain
Be tactical – if you’re ranking really
well organically, save your CPC and
make sure your paid team aren’t
bidding on the same keywords
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
33. SEO
PR
PAID
MARKETING
SOCIAL
Quickly identify new potential landing
pages or offerings from top-
performing pages and SERP analysis
Create evergreen SEO content that
gets links and passes link equity,
using content insights from top-
performing blogs to help steer you
towards trending topics that
perform well in search.
Use lifestyle and blog content in
your email marketing to build
your brand and break up
conversion messaging
Crosslink your content – add
UGC and insights to your blogs to
increase EEAT and that
information gain
Be tactical – if you’re ranking really
well organically, save your CPC and
make sure your paid team aren’t
bidding on the same keywords
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
34. SEO
PR
PAID
MARKETING
SOCIAL
Quickly identify new potential landing
pages or offerings from top-
performing pages and SERP analysis
Create evergreen SEO content that
gets links and passes link equity,
using content insights from top-
performing blogs to help steer you
towards trending topics that
perform well in search.
Use lifestyle and blog content in
your email marketing to build
your brand and break up
conversion messaging
Crosslink your content – add
UGC and insights to your blogs to
increase EEAT and that
information gain
Be tactical – if you’re ranking really
well organically, save your CPC and
make sure your paid team aren’t
bidding on the same keywords
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
35. SEO
PR
PAID
MARKETING
SOCIAL
Quickly identify new potential landing
pages or offerings from top-
performing pages and SERP analysis
Create evergreen SEO content that
gets links and passes link equity,
using content insights from top-
performing blogs to help steer you
towards trending topics that
perform well in search.
Use lifestyle and blog content in
your email marketing to build
your brand and break up
conversion messaging
Crosslink your content – add
UGC and insights to your blogs to
increase EEAT and that
information gain
Be tactical – if you’re ranking really
well organically, save your CPC and
make sure your paid team aren’t
bidding on the same keywords
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
36. For every piece of content you
audit or create, think about how
you can help it to bloom…
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
37. For every piece of content you
audit or create, think about how
you can help it to Bloom…
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads
38. For every piece of content you
audit or create, think about how
you can help it to Bloom…
@hlrbrady @connective_3 /hannahlucyrosebrady
#AllLeads