1. SEO Step Zero KW Tools, Personas, Editorial Calendars
Instructed by: Lacey Faught

2. Agenda Keyword Tools Creating Personas Creating Editorial Calendars
Keyword Planner – BIG CHANGES
Google Suggest
Google Related Search
Google Trends
MOZ Keyword Explorer
Creating Personas
Creating Editorial Calendars

3. Keyword Research Tools

4. Google Keyword Planner
Big changes to data output
Search Engine Land Article
Renders service MUCH LESS useful

5. Google Suggest Quick ideas for keywords people are searching for
How predictions are made

6. Google Related Search Terms
More quick ideas for related keywords

7. Google Trends

8. MOZ Keyword Explorer

9. MOZ Keyword Explorer Article Explaining Their Process
Keyword Difficulty
Keyword Opportunity
Importance (user-defined)
Keyword Potential

10. Personas
Who are we writing our content for?

11. Creating Personas
Give the personas names and make sure your employees or clients know and understand these different personas so you can be clear about who your marketing efforts are going to be focused on each time you create something.
Buffer App- Beginner’s Guide to Marketing Personas

12. Persona Example Pinnacle Capital Mortgage Reverse Mortgages
See document

13. Editorial Calendars
Making content creation simple all year long

14. Create an Editorial Calendar
Whether you’re using an online to-do list or a shared business calendar, or even a paper calendar- sit down with your staff and develop your editorial calendar.
You can do this 3 months at a time, 6 months at a time, or a full year at a time.
This allows you to plan your content building strategy around Holidays, sales you’ll put on etc.

15. What Channels will You Post to?
On-site
Blog
New static content
New home page content
Print Graphics
Direct Mail
Newspaper Ads
Magazine Ads
Marketing
Social Media
Facebook
Instagram
Twitter
YouTube
Pinterest
LinkedIn
Houzz etc

16. Decide on Frequency
How often will you be posting to each channel?

17. Example Editorial Calendar
Pinnacle Capital Mortgage
See example

18. Creating Themes Decide on Themes based around: Holidays
Busy times of the year for you
Slow times of the year for you
Seasonal changes
Back to School vs School’s Out

19. Tools to Help Build Themes
National Day Calendar
Sales History
Any others people have found?

20. Example
Pinnacle Capital Mortgage
See example

21. Questions???