“What content should I create?” You may ask yourself this often, but the answer isn’t always that obvious. Rhea breaks down how applying “digital ethology” can inform your content ideas. You’ll learn what peopleĀ really mean when they search Google for “how big is an eggplant?” and why that matters to your content strategy.

We also chat a little about PR, reputation management and the pros/cons of using an SEO tool vs hiring an agency.

Rhea Drysdale is the CEO of Outspoken Media and speaker at leading industry events like MozCon, SMX, Searchlove and featured in publications like The Wall Street Journal and CNN Technology.

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Content Strategy

  • Content ethology
  • What content should be created

Client Goals

  • Creating personas
  • Identify query intent
  • Query types
  • Google as an ‘answer provider’

Using language that consumers use

10x Content

  • Be ‘the authority’
  • How Google determines an expert source


  • Has to be targeted
  • You must have something to say

Reputation Management

  • Suppression vs removal

Platforms vs People

  • Platforms ever the better choice?

Employees’ Personal Brand

Women in Marketing

  • The ‘middle’ woman




  • May 31, 2016 Reply


    Great Podcast. I really like Rhea’s approach to challenge those short-sighted clients goals and open the possibility to actually create content that solves the user’s intent/problem.
    Would you guys suggest it is common ground for agencies to challenge those paradigms?

    • June 1, 2016 Reply

      Dan Shure

      Hi Peru

      If I’m understanding the question – you’re wondering how to justify creating content to solve the user’s actual intent? If so, you definitely want to tie everything to a clear goal or metric. I’d show that the content you want to create has search volume (even if low) and show that you can create content, get it to rank, and then drive traffic for that topic/keyword. This is really talking about the idea of not missing “top of funnel” keywords – keywords that have search volume and thus good opportunity – but they were just not thought of by the business owner. And it’s the SEO’s job to uncover these sorts of opportunities.

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