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Jenn Long on Complex Content Migrations, Keywords as Customer Research, and Content Portfolio Allocation

Jenn Long on Complex Content Migrations, Keywords as Customer Research, and Content Portfolio Allocation

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Notes

In this episode of the Long Game podcast, host Alex Birkett interviews Jenn Long, who shares her expertise in SEO and content strategy. They discuss the challenges of content writing, the synergy between SEO and content quality, and the significance of keyword research for customer insights. Jenn also talks about a blog migration project, the role of AI in content creation, and its limitations. The conversation also touches on Jenn’s professional role models, productivity tips, and her marketing approach, concluding with her personal interests and perspectives on loyalty.

Topics

  • The value of content writing 
  • Content format and quality 
  • SEO and content quality 
  • Understanding user needs
  • Creating unique content 
  • Identifying great content writers 
  • Content strategy and SEO 
  • SEO and brand strategy
  • Keyword research and customer research
  • Balancing innovation and industry terms
  • Review Sites and Industry Standards
  • Blog Content Migration – Case
  • Project Planning and Execution 
  • Pros and Justifications 
  • Potential Risks and Challenges
  • Post-Migration Tracking and Analytics
  • Governance and Content Inventory 
  • Content Portfolio Planning
  • Industry Trends and AI in Content
  • Using AI to Write Content
  • Understanding AI’s Limitations
  • Complexity of Content Creation 
  • AI’s Struggle with Subjectivity 
  • Challenges with AI-Generated Content 
  • Rapid Fire Non-Work Related Questions
  • Consumer Preferences and Learning
  • Conclusion and Online Presence 

Key Takeaways

[00:00:00] The value of content writing
Discussion on the difficulty and importance of content writing in marketing and the perception of its value.

[00:01:28] Content format and quality
The importance of championing great content writers and the impact of artificial intelligence and macroeconomy on content quality.

[00:03:44] SEO and content quality
The relationship between SEO and content quality, and how to create compelling storytelling while meeting SEO requirements.

[00:06:44] Understanding user needs
The process of predicting and understanding user needs for a given search query.

[00:08:03] Creating unique content
Strategies for creating unique content, including using different formats and customer feedback.

[00:08:57] Identifying great content writers
Characteristics of great content writers for SEO and the importance of agility and fluidity in their writing.

[00:11:21] Content strategy and SEO
The role of SEO in content strategy, including planning, managing writers, and identifying gaps in existing content.

[00:12:14] SEO and brand strategy
The intersection of SEO and brand strategy, and the importance of involving SEO in product development and naming.

[00:13:15] Keyword research and customer research
The significance of keyword research as customer research and the impact of using terms that resonate with users.

[00:17:52] Balancing innovation and industry terms
The use of competitor keyword research and balance between innovation and using industry terms in content creation.

[00:18:33] Review Sites and Industry Standards
Discussion on the importance of reviewing industry standards and deviating from norms when creating something unique.

[00:25:44] Blog Content Migration – Case
Discussion on the challenges and benefits of migrating the blog content to the company website, including the impact on SEO and website architecture.

[00:27:34] Project Planning and Execution
Insights into the planning and execution of the content migration project, involving multiple teams and the streamlining of CMS.

[00:29:19] Pros and Justifications
Exploration of the benefits beyond SEO, such as efficiency gains for engineering teams and improved website management.

[00:30:52] Potential Risks and Challenges
Consideration of potential downsides, resource requirements, and the risks associated with domain migration.

[00:32:11] Post-Migration Tracking and Analytics
Jenn’s observations on post-migration performance and the tracking of keyword rankings and website authority.

[00:33:48] Governance and Content Inventory
Expectations of easier governance and improved content inventory management due to the streamlined CMS and migration process.

[00:35:37] Content Portfolio Planning
Jenn’s approach to prioritizing content creation based on product importance, industry trends, and customer value.

[00:36:56] Industry Trends and AI in Content
Brief discussion on industry trends and the increasing relevance of AI in marketing and content creation.

[00:37:12] Using AI to Write Content
Jenn discusses her initial skepticism about using AI to write content and the limitations of AI-generated content.

[00:38:15] Understanding AI’s Limitations
Jenn explains how AI struggles with subjective understanding and the limitations of AI when it comes to understanding human behavior.

[00:39:12] Complexity of Content Creation
The speakers delve into the complexity of content creation, the role of taste, and the limitations of AI in ideating topics.

[00:40:17] AI’s Struggle with Subjectivity
The discussion continues on AI’s limitations in dealing with subjective understanding and the essence of a topic.

[00:41:18] Challenges with AI-Generated Content
The speakers highlight AI’s struggle in embodying a true essential understanding of a topic and the limitations of AI-generated content.

[00:42:12] Rapid Fire Non-Work Related Questions
Jenn answers non-work-related questions, sharing her professional admiration, productivity hack, and personal attributes.

[00:45:34] Consumer Preferences and Learning
Jenn discusses her preference for consuming content outside the industry to enhance her skills as a marketer.

[00:46:20] Conclusion and Online Presence
Jenn shares her online presence and where people can find her.


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Alex Birkett

Alex is a co-founder of Omniscient Digital. He loves experimentation, building things, and adventurous sports (scuba diving, skiing, and jiu jitsu primarily). He lives in Austin, Texas with his dog Biscuit.