Andi's Content Strategy Report

Content StrategyAnalysis Report

Including:

Current Content Audit

Gap Analysis & Competitor Content

Suggested Next Steps

Report Intro / Statement of Site & Biz Goals

Report Intro / Statement of Site & Biz Goals

Why this site was started

Who this site is for

Areas this site will focus on

Based in a love of organic food, living a chemical-free life, and raising kids in an overall safe and long lasting environment, Smart Family Tips seeks to be the one stop spot for information on living green, giving back and raising an eco-conscious family. The site will offer quick tips, product reviews and relavent stories in blog format for easily scannable and up to date information. In addition, there will be a series of ebooks created that will consolidate all the research, knock out the pros and cons of the various options and serve as pocket guides to the most frequently pondered quandries. For those looking for more direct and constant guidance, there will be a Greener You e-Course, walking participants step by step through the process of greening their lives and their families with an experi-enced and trusted hand.

Smart Family Tips is mostly parents who want to be green and buy safer products, they have con-cern for the environment and their health and the health of their families, but don’t have a lot of time, energy or expendable cash to devote to research. They want to know about where to recycle, how to save money, what products are safe to buy, least contaminating for themselves and the environment.

• Food • Environment • Chemicals • Social Responsibility • Product Reviews

Current Content AuditSm

art Family Tips C

ontent Strategy A

udit

IDLevel

Page Nam

eU

RL

Content Type

Meta D

ataW

hat does it say?V to B

izV to U

sers1

L1Sm

art Family Tips - save a little tim

e, save a little money, save a little planet

http://ww

w.sm

artfamilytips.com

/6 m

ost recent blog posts, adsno keyw

ords, more focused description

streams lastest blog posts in entirety

21

1.1L2

About

http://ww

w.sm

artfamilytips.com

/about/Bio for B

eth and About for blog

no keywords, better description

Background on B

eth & fam

ily, reasons for starting blog, self-imposed regulations on products review

ed for reader trust3

21.2

L2Contact

http://ww

w.sm

artfamilytips.com

/contact/H

ow to contact B

ethno keyw

ords, better descriptionBeth's em

ail, contact form, em

ail sign up form2

31.3

L2Archives

http://ww

w.sm

artfamilytips.com

/archives/Links to A

ll Blog Posts


Lists all blog post titles by month and year

43

1.4L2

Good R

eadshttp://w

ww

.smartfam

ilytips.com/recom

mended-reading/

Recom

mended B

ooksno keyw

ords, better descriptionAm

azon widget displaying affiliate linked books

43

1.5L2

Green R

esourceshttp://w

ww

.smartfam

ilytips.com/green-resources/

Links to Green C

ompanies &

Productsno keyw

ords, better descriptionaffiliate banners to various green com

panies3

31.6

L2Take A

ctionhttp://w

ww

.smartfam

ilytips.com/take-action/

Links to ways to help m

ake the planet betterno keyw

ords, better descriptionlinks organized by kids, food safety/hunger, global w

arming

23

2L2

Adm

inhttp://w

ww

.smartfam

ilytips.com/category/adm

in/Links to Posts M

arked Adm

inno keyw

ords, better descriptionTitles/Links of general life update posts

32

2.1L3

Sm

art Family Tips is on Facebook

http://ww

w.sm

artfamilytips.com

/2010/03/13/smart-fam

ily-tips-is-on-facebook/Blog Post


Announcing fadebook page

23

2.2L3

One Year

http://ww

w.sm

artfamilytips.com

/2010/01/14/one-year/Blog Post


1 Yr anniv of blog, list of learned experiences4

32.3

L3And the W

inner is…http://w

ww

.smartfam

ilytips.com/2010/01/11/and-the-w

inner-is-2/Blog Post


winner of am

azon GC from

survey3

32.4

L3Reader S

urvey and Am

azon Gift C

ard Giveaw

ayhttp://w

ww

.smartfam

ilytips.com/2010/01/02/reader-survey-and-am

azon-gift-card-giveaway/

Blog Post


Reader survey re:content w

/ amazon gc giveaw

ay2

22.5

L3A Few

Updates: The G

arden, Our Trip &

Things to Com

ehttp://w

ww

.smartfam

ilytips.com/2009/06/19/a-few

-updates-the-garden-our-trip-things-to-come/

Blog Post


update on garden w/pics, update on trip and future guest blog posts

43

2.6L3

Welcom

e GRS R

eaders!http://w

ww

.smartfam

ilytips.com/2009/04/22/w

elcome-grs-readers/

Blog Post


welcom

ing readers of GRS, links to posts on savings3

22.7

L3W

elcome to S

mart Fam

ily Tips!http://ww

w.sm

artfamilytips.com

/2009/01/08/welcom

e-to-smartfam

ilytips/Blog Post


welcom

e to blog, what to expect

11

3L2

Do-G

oodershttp://w

ww

.smartfam

ilytips.com/category/do-gooders/

Links to Posts Marked D

o-Gooders


Titles/Links of Featured Do-G

ooder Posts1

13.1

L3Featured D

o-Gooder: Fair Trade the W

hite House

http://ww

w.sm

artfamilytips.com

/2009/09/11/featured-dogooder-fair-trade-white-house/

Blog Post


Info re: project to make the W

H a "fair trade house," call to sign petition

32

3.2L3

Featured Do-G

ooder: $1 Charity B

loggershttp://w

ww

.smartfam

ilytips.com/2009/06/26/featured-do-gooders-1-charity-bloggers/

Blog Post


Blog C

arnival request to donate $1 & vote on charity

43

3.3L3

Featured Do-G

ooder: TerraCycle Part 2http://w

ww

.smartfam

ilytips.com/2009/05/15/featured-do-gooder-terracycle-part-2/

Blog Post


Info re: TerraCycle's m

ission & online store

22

3.4L3

Featured Do-G

ooder: Kiva.orghttp://w

ww

.smartfam

ilytips.com/2009/05/08/featured-do-gooder-kivaorg/

Blog Post


Info re: Kiva's m

ission and process3

33.5

L3W

orld Fair Trade Day on S

aturdayhttp://w

ww

.smartfam


orld-fair-trade-day-on-saturday/Blog Post


Info re: Equal Exchanges Fair Trade Curriculum

11

3.6L3

Featured Do-G

ooder: Healthy C

hild, Healthy W

orldhttp://w

ww

.smartfam

ilytips.com/2009/04/10/featured-do-gooder-healthy-child-healthy-w

orld/Blog Post


Info re: HCH

W's book

11

3.7L3

Featured Do-G

ooder: The Soft Landing

http://ww

w.sm

artfamilytips.com

/2009/04/03/featured-do-gooder-the-soft-landing/Blog Post


Info re: Soft Landing &

review of products

11

3.8L3

Featured Do-G

ooder: WW

F and Earth Hour

http://ww

w.sm

artfamilytips.com

/2009/03/27/featured-do-gooder-ww

f-and-earth-hour/Blog Post


Info: Earth Hour, call to join in

22

3.9L3

Featured Do-G

ooder: Earth Promise

http://ww

w.sm

artfamilytips.com

/2009/03/20/featured-do-gooder-earth-promise/

Blog Post


Info re: Earth Promise, fav blog articles and call to join in

11

3.1L3

Featured Do-G

ooder: Free Ricehttp://w

ww

.smartfam

ilytips.com/2009/03/06/featured-do-gooder-free-rice/

Blog Post


Info re: Free Rice call to play2

13.1

L3Featured D

o-Gooder: G

reen Bloggershttp://w

ww

.smartfam

ilytips.com/2009/02/27/featured-do-gooder-green-bloggers/

Blog Post


List of fav green bloggers3

23.1

L3Featured D

o-Gooder: Equal Exchange Fundraising

http://ww

w.sm

artfamilytips.com

/2009/02/20/featured-do-gooder-equal-exchange-fundraising/Blog Post


Info re: EEF1

1

Sm

art Family Tips C

ontent Strategy A

udit

4L2

Foodhttp://w

ww

.smartfam

ilytips.com/category/food/

Links to Posts Marked Foodno keyw

ords, better descriptionTitles/Links of posts m

arked Food1

14.1

L3G

reen & H

ealthy Breakfast Ideas

http://ww

w.sm

artfamilytips.com

/2010/05/20/green-healthy-breakfast-ideas/Blog Post


3 bfast recipe ideas and links to book re: benefits of flax seeds1

14.2

L3W

here should your organic dollars go?http://w

ww

.smartfam


here-should-your-organic-dollars-go/Blog Post


Dirty D

ozen1

14.3

L3M

mm

m…

Sm

oothieshttp://w

ww

.smartfam

ilytips.com/2010/05/15/m

mm

m-sm

oothies/Blog Post


2 Sm

oothie recipes1

14.4

L3O

rganics on a Budget: W

hat Matters M

osthttp://w

ww

.smartfam

ilytips.com/2010/02/03/organics-on-a-budget-w

hat-matters-m

ost/Blog Post


What to buy organic and w

hy11

4.5L3

How

to Cook a G

rass Fed Steakhttp://w

ww

.smartfam

ilytips.com/2010/01/07/how

-to-cook-a-grass-fed-steak/Blog Post


cooking suggestions1

14.6

L3G

rass Fed Beef

http://ww

w.sm

artfamilytips.com

/2009/11/05/grass-fed-beef/Blog Post


update on meat purchase w

/ links to resources3

3

5L2

Freedomhttp://w

ww

.smartfam

ilytips.com/category/freedom

/Links to Posts M

arked Freedomno keyw


arked Freedom4

45.1

L3Em

pire Building K

ithttp://w

ww

.smartfam


ant-to-build-your-own-em

pire/Blog Post


Launch post to promote the Em

pire Building K

it4

4

6L2

giveaway

http://ww

w.sm

artfamilytips.com

/category/giveaway/

Links to Posts Marked giveaw

ayno keyw


arked giveaway

33

6.1L3

Money C

rashers Colossal G

iveaway

http://ww

w.sm

artfamilytips.com

/2010/01/08/money-crashers-colossal-giveaw

ay/Blog Post


announcing Money C

rashers Giveaw

ay3

36.2

L3Reader S

urvey and Am

azon Gift C

ard Giveaw

aysee above

6.3L3

Ecousable Giveaw

ay Winner

http://ww

w.sm

artfamilytips.com

/2009/11/21/ecousable-giveaway-w

inner/Blog Post


Announcing w

inner of ecousable giveaway

33

6.4L3

Digital R

oom G

iveaway W

innershttp://ww

w.sm

artfamilytips.com

/2009/09/05/digital-room-giveaw

ay-winners/

Blog Post


Announcing w

inners of DR giveaw

ay4

46.5

L3Last D

ay to Enter the Business C

ard Giveaw

ay from D

igital Room

http://ww

w.sm

artfamilytips.com

/2009/09/04/day-enter-business-card-giveaway-digital-room

/Blog Post


Rem

inder of giveaway deadline

33

6.6L3

Business C

ard Giveaw

ay from digital roomhttp://w

ww

.smartfam

ilytips.com/2009/08/27/business-card-giveaw

ay-digital-room/

Blog Post


Announcing giveaw

ay from digital room3

3

7L2

Good

http://ww

w.sm

artfamilytips.com

/category/good/Links to Posts M

arked Good


Titles/Links to posts marked good

34

7.1L3

Send a K

id to College

http://ww

w.sm

artfamilytips.com

/2010/06/01/send-a-kid-to-college/Blog Post


Call for donations to help send a neighborhood girl to college

43

7.2L3

Why B

logs Are S

o Cool (A

nd Important) Part 2

http://ww

w.sm

artfamilytips.com

/2010/05/12/why-blogs-are-so-cool-and-im

portant-part-2/Blog Post


Com

mentary on actions of ppl m

oved by blog post, unspecific call to action3

37.3

L3W

hy Blogs A

re So C

ool (And Im

portant)http://w

ww

.smartfam


hy-blogs-are-so-cool-and-important/

Blog Post


Story about organization m

oved by charity post, call to action3

27.4

L3G

reen, Good R

esource Listhttp://w

ww

.smartfam

ilytips.com/2010/03/07/green-good-resource-list/

Blog Post


List of green resources (duplicate?)2

17.5

L3D

o Good, Feel G

oodhttp://w

ww

.smartfam

ilytips.com/2010/02/21/do-good-feel-good/

Blog Post


List of charities & explanations of w

hat they do1

17.6

L3Can You S

pare $1 To Do S

ome G

ood?http://w

ww

.smartfam

ilytips.com/2010/02/18/can-you-spare-1-to-do-som

e-good/Blog Post


Background on Love146 call to donate $1

22

8L2

Green

http://ww

w.sm

artfamilytips.com

/category/green/Links to Posts M

arked Green


Titles/links to posts marked G

reen3

38.1

L3Safe and Effective S

unscreenshttp://ww

w.sm

artfamilytips.com

/2010/06/10/safe-and-effective-sunscreens-2010/Blog Post


List of top sunscreens, what to look for, w

idget to get the details on what you're using

11

8.2L3

Earth Day Pledge

http://ww

w.sm

artfamilytips.com

/2010/04/20/earth-day-pledge/Blog Post


Call to take one sim

ple step everyday for the rest of the year, list of suggestions2

2

Sm

art Family Tips C

ontent Strategy A

udit

8.3L3

Tiny Prints: Green Printing

http://ww

w.sm

artfamilytips.com

/2010/04/07/tiny-prints-green-printing/Blog Post


Review

of Tiny Prints2

18.4

L3G

reen Baby S

tepshttp://w

ww

.smartfam

ilytips.com/2010/03/10/green-baby-steps/

Blog Post


5 simple steps to going a little greener

11

8.5L3

Sam

e as 7.48.6

L3W

hat Green C

hallenges do You Face?http://w

ww

.smartfam


hat-green-challenges-do-you-face/Blog Post


Request for questions about going green

11

9L2

Health

http://ww

w.sm

artfamilytips.com

/category/health/List of Posts M

arked Health


Titles/Links of posts marked H

ealth1

19.1

L3Sam

e as 8.19.2

L3M

ay is National B

ike Month

http://ww

w.sm

artfamilytips.com

/2010/05/06/may-is-national-bike-m

onth/Blog Post


Announcing N

at'l Bike M

onth w/ story of new

bike3

29.3

L3W

hat Are Your Favorite Things To D

o?http://w

ww

.smartfam


hat-are-your-favorite-things-to-do/Blog Post


Suggestions of things to do for yourself

42

9.4L3

Organics on a B

udget: What M

atters Most

Sam

e as 4.49.5

L380,000 C

hemicals in Everyday Products, B

ut Who's C

ounting (No O

ne)http://w

ww

.smartfam

ilytips.com/2009/08/22/80000-chem

icals-everyday-products-counting/Blog Post


Reprint of Janelle S

orensen's article on chemicals in products

21

9.6L3

Eating Better: O

rganicshttp://w

ww

.smartfam

ilytips.com/2009/08/06/eating-organics/

Blog Post


Better food to eat, w

hat to focus on & resources for m

ore info1

1

10L2

Kids' H

ealthhttp://w

ww

.smartfam

ilytips.com/category/kids-health/

List of Posts marked K

ids' healthno keyw

ords, better descriptionTitles/Links to posts m

arked Kids' H

ealth2

210

L3sam

e as 9.510

L3Autism

and Environmental Factors

http://ww

w.sm

artfamilytips.com

/2009/07/27/autism-environm

ental-factors/Blog Post


Link & descrip. O

f Healthy C

hild, Healthy W

orld2

210

L3Potty Training Pow

er: Review

http://ww

w.sm

artfamilytips.com

/2009/07/17/potty-training-power-review

/Blog Post


Review

of Potty Training Power

11

10L3

Sam

e as 3.611

L3H

ealthy Child, H

ealthy World B

ook Now

in Paperbackhttp://w

ww

.smartfam

ilytips.com/2009/04/07/healthy-child-healthy-w

orld-book-now-in-paperback/

Blog Post


Update on book status &

link to sales page2

211

L3Sam

e as 3.7

11L2

Money

http://ww

w.sm

artfamilytips.com

/category/money/

List of Posts Marked M

oneyno keyw

ords, better descriptionTitles/Links of Posts m

arked Money

33

11L3

How

to Make the M

ost Money of C

raigslisthttp://w

ww

.smartfam

ilytips.com/2010/06/07/how

-to-make-the-m

ost-of-craigslist/Blog Post


Tips to getting the most for craiglist postings

21

11L3

Leo Babauta's The True C

ost of Stuff

http://ww

w.sm

artfamilytips.com

/2009/10/05/leo-babautas-true-cost-stuff/Blog Post


Repost of Leo's article, benefits of being m

inimalist

33

11L3

The Big B

ook of Everythinghttp://w

ww

.smartfam

ilytips.com/2009/07/23/big-book/

Blog Post


Links & Info on The B

ig Book5

511

L3W

hy? Give Yourself a R

easonhttp://w

ww

.smartfam

ilytips.com/2009/07/08/give-reason/

Blog Post


Thoughts/background behind the tips on saving in this blog1

112

L3M

oney Managem

ent Softw

are Review

: You Need a B

udgethttp://w

ww

.smartfam

ilytips.com/2009/07/06/m

oney-managem

ent-software-review

-budget/Blog Post


Review

of & affiliate links for ynab.com

11

12L3

Book R

eview: O

blivious Investing: Building W

ealth bu Ignoring the Noise

http://ww

w.sm

artfamilytips.com

/2009/05/04/book-review-oblivious-investing-building-w

ealth-by-ignoring-the-noise/Blog Post


Review

of book Oblivious Investing w

/ take away tips

11

Gap Analysis & Competitor Content

The closest competitors to Smart Family Tips are in the green mommy blog area. Their revenue stream comes almost exclusively from product reviews and affiliate links. Each competitor blog takes a focus on either reviews (http://thegreenmomreview.com/) or lifestyle posts (http://greenand-cleanmom.org/) without successfully bridging the two. None of the competitors in the blogging field has established a series or ebooks or a beginner’s course for going green.

Currently, Smart Family Tips lacks blog content that can filter directly into sellable ebook material. There is very little currently written about plastics specifically or how to posts written for the beginner “greenie.”

The primary difference between Smart Family Tips and it’s competitors is data organization. Current-ly, the blog posts are archived chronologically rather than by category. This is no the most efficient use of archiving for an advice based blog because visitors are seeking specific information regarding specific topics.

Suggested Next Steps

Strategy/Blog Organization

Categories:

• Food • Environment • Chemicals • Social Responsibility • Reviews

Tag each post with specifics like Organic Gardening, BPA, Recycling, Saving electricity, etc. for easy searchability.

Strategy/Blog Current to New

• Delete any posts marked as 3 or above in both User and Business Value in the Current Content Audit • Recategorize all other posts into the four categories above • Add those three categories to the Navigation Bar • Create pages that feed each category (at least titles and excerpts) • Write up more content regarding plastics • Write posts that are directly written as “how to” posts, beginner posts that can be translated to a page or expanded to a chapter for an ebook

Strategy/About Page

This page can be divided into two sections: about Smart Family Tips and about you. The first section should cover exactly what your readers will find in this blog, what questions do you seek to answer? What information are you offering?

About Smart Family Tips: State the blog and business goals, how to find information, links the e-course, e-book store, etc.

About Beth: What’s your background? How did you get into this blog? Add in the bits about your family.

Strategy/Green Resources & Take Action

These pages can function as an index for your blog of resources. Everytime you mention a new product or company add the link to them here as well. Mention which are affiliates in parenthesis.

Green Resoures:It would be most intuitive to organize these by the same categories as your blog posts.

Take Action:Organize in the same layout/format at Green Resources for consistency which will increase usability for the reader. Make the Headers of the Categories stand out more to keep the sections easy to scroll past, either line divided or change the background color of the headers or make them very big and bold.

Strategy/e-Course to a Greener You

Start collecting blog posts that can feed into this program. Create video posts for the more inter-active “how to” posts. Collect or create worksheets and games that can make this course fun and involved.

Strategy/Archives

Rather than setting the main archives by date, switch the archives to categories. This provides more direct indexing for the user on a site that is topic relative rather than date relative.

Categories: • Food • Environment • Chemicals • Social Responsibility • Reviews

Strategy/Metadata

Install an SEO plugin (All-in-One SEO is great) so you can easily add metatags and descriptions for each of your posts and pages. Submit a new sitemap to Google as soon as you have reorganized your site.

Strategy/Contact

Add Twitter and Facebook links written out

Andi's Content Strategy Report

Documents

Transcript of Andi's Content Strategy Report