Making Marketing Events A Little More Fun

Drive More Conversions with this User-Focused SEO Content Planning Template

Your audience will...

1. Understand what’s broken about the content cluster model
2. Learn how to stop targeting the “imaginary audience” and eliminate marketing confirmation bias
3. Leave with a spreadsheet framework for driving more qualified traffic and helping those visitors along their sales/marketing journey toward a conversion

Topic clusters have been a big trend in content marketing and SEO--and with good reason. However, the way the model is created doesn't take the user into consideration. And there's nothing more frustrating as a consumer than being forced down the funnel when you're not ready or not finding the next step you need in your journey.

In digital marketing, it’s easy to become detached from our target audience. We end up optimizing our sites for ourselves, our peers and who we think our target audiences are. We make the mistake of peddling the drill – when the buyer just wants a hole in the wall. 

To remedy this inward-looking content generation method, Carolyn proposes a user-focused content matrix. Anyone can create it in a spreadsheet, and the idea is that you create pillars of content around your target audience. The “hub page” can be focused around the main target-user or the target user’s pain points. The spokes are the content related to each. 

This method ensures that our content isn’t just a self-congratulatory pat on the back – but actually gives users what they’re looking for online and helps move them down our sales and marketing cycle funnel. 

Talk attendees will leave this presentation with a framework they can use immediately to plan their content around their SEO and conversion goals.

Metrics That Matter: What is User Engagement, Why It Matters for SEO, And How to Increase It

Your audience will...

1. Learn what user engagement actually is
2. Discover what types of engagement matter to SEO and which metrics to track in your analytics
3. Leave with 11 tactical ways to increase user engagement today

Many website owners often want to rank number 1 for their chosen search terms and drive more traffic to their websites--but it's what happens AFTER those visitors lands on your site that actually matters. 

At the most basic level, user engagement is any way in which a visitor to any of your digital properties takes action on that platform as opposed to browsing passively or exiting immediately to find a better source of information. Certain user engagement metrics help search engines determine if a searcher’s needs were met with the results the search engine provided. 

In this presentation, you'll learn what metrics matter when it comes to user engagement and 11 actionable ways you can increase your site's user engagement--right now.

Other SME topics for podcasts/interviews:

• Small business SEO
• Entrepreneurship/starting your own business/mistakes entrepreneurs make
• Franchise SEO
• SEO for creatives/designers