Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
BrightonSEO_Fiona_Brennan_-_v3.pptx.pdf
Search
Fiona Brennan
April 25, 2024
Marketing & SEO
1
680
BrightonSEO_Fiona_Brennan_-_v3.pptx.pdf
Fiona Brennan
April 25, 2024
Tweet
Share
Other Decks in Marketing & SEO
See All in Marketing & SEO
Heros Not Villains - Modern SEO in the Generative IR Era
dawnieando
4
1.2k
Custom event tracking in GA4 for SaaS
bngsrc
3
510
Manchester DM - How eCommerce Faceted Navigation can either Supercharge or Sabotage SEO
chrisleverseo
0
110
Stop paying twice: how to eliminate search cannibalisation and maximise ROI - BrightonSEO x Hero Conf UK - April 2025
c_j_ridley
1
290
Data Driven SEO: A Framework Based Approach
knagayama
0
280
How to Use AI to harness Google APIs
jonathonrobertsseo
0
670
Top 10 Consent mode mistakes to Avoid
phildpearce
1
590
The State of Ecommerce SEO: How to Win in Today's Product SERPs [Featuring US & UK Insights] #Recommerce
aleyda
1
300
Auditoría SEO en medios: Aplicando el método HIIT para poner en forma tu web y tu redacción
clarasoteras
0
430
0-Click SEO. How to optimize for visibility, awareness and memorability.
gfiorelli1
0
200
Humanistic SEO | brightonSEO | Megan Roberts
meganjane
0
270
Perfekte Prompts für ChatGPT & Co.: Wie du KI-Tools optimal nutzt
kaispriestersbach
0
150
Featured
See All Featured
Rebuilding a faster, lazier Slack
samanthasiow
82
9.1k
Distributed Sagas: A Protocol for Coordinating Microservices
caitiem20
331
22k
Site-Speed That Sticks
csswizardry
10
690
How To Stay Up To Date on Web Technology
chriscoyier
790
250k
What's in a price? How to price your products and services
michaelherold
246
12k
No one is an island. Learnings from fostering a developers community.
thoeni
21
3.4k
Refactoring Trust on Your Teams (GOTO; Chicago 2020)
rmw
34
3.1k
GitHub's CSS Performance
jonrohan
1031
460k
Optimising Largest Contentful Paint
csswizardry
37
3.3k
Building a Scalable Design System with Sketch
lauravandoore
462
33k
CoffeeScript is Beautiful & I Never Want to Write Plain JavaScript Again
sstephenson
161
15k
Docker and Python
trallard
44
3.5k
Transcript
What is sustainable content and why does it matter? Fiona
Brennan Indie Essentials LinkedIn/in/fiona-brennan https://speakerdeck.com/fionabrennan
1. Why we should care 2. What sustainable content is
(and isn’t) 3. 4 point framework
Our digital lives account for 3.5% of global carbon emissions
You can fly the whole population of London to New
York and back for less carbon than a year of TikTok
A day of Chat GPT prompts takes about the same
energy as fuelling 5.5 homes for a year
None
50% of content marketers are burnt out
People, planet, and profits
What sustainable content is not…
Repurposing unsustainable content doesn’t make it more sustainable
It’s simply wasting more of your time.
What is sustainable content?
None
3 x Facebook groups Facebook pages Instagram Twitter LinkedIn Email
marketing Live challenges SEO A quiz Lead magnets Facebook ads Daily blogs
Exhausted and not enough sales
None
Market research
Understanding your audience
Sustainable content framework: Purpose Impact Momentum Profit
1. Purpose
What is the purpose for the business?
None
And what is the purpose for the customer?
None
None
Design the next step specifically for that customer
Try and use what you already have
Test and tweak
2. Impact
1.1 billion pieces of content created daily
50% has zero engagement
50% of content marketers are burnt out
None
Hair loss
Menopause
IBS
Don’t fall into the trap of creating content with a
purpose that doesn’t make an impact
None
None
3. Momentum
If your content has purpose and impact then momentum should
follow.
None
None
Does it fit the strategy?
Is it worth testing?
Do you have the resources?
3 x Facebook groups Facebook page Instagram Twitter LinkedIn Email
marketing Challenges SEO Quiz Countless lead magnets Facebook Ads And daily blogs.
SEO Email marketing Facebook ads Lead magnets with purpose &
impact
4. Profit
By creating less, you can make more money.
Look at the customer journey.
Make sure what you do leads to a product eventually.
Ultimately, if your content strategy doesn’t make a profit, it’s
unsustainable.
What is sustainable content?
It meets each of these four criteria: Purpose Impact Momentum
Profit
This framework works for all content and all businesses.
Two tools to apply what I’ve covered today:
Website Carbon Calculator:
Content Canvas: