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
670
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
SEO Localization: From basics to best practices
raquelgonzalezseo
1
220
Google Analytics 4 vs. Adobe Analytics
kieramonaghan
1
260
Save months of work using programmatic SEO to create landing pages
vroscow
0
190
YouTube Keyword Research 2.0
philnottingham
0
310
SEO in 2025: How to Prepare for the Future of Search
ipullrank
3
3.1k
Exploring the relationship between traditional SERPs and Gen AI search
raygrieselhuber
PRO
2
1.5k
From Search Rankings to Answer Synthesis - How to Weather The AI Storm
dawnieando
0
180
Ecommerce SEO: The Keys for Success Now & Beyond - #SERPConf2024
aleyda
1
1.5k
Site Migrations for News Publishers
badams
1
260
Momentum: how publishing and updating frequency impact SEO - BrightonSEO April 2025
pontusvippelius
0
250
SEO-Meetup-Hamburg - PageSpeed von Max Böhme - 2025-04-28
maxboehme
2
270
Featured
See All Featured
The Pragmatic Product Professional
lauravandoore
35
6.7k
Speed Design
sergeychernyshev
32
1k
Stop Working from a Prison Cell
hatefulcrawdad
270
20k
The MySQL Ecosystem @ GitHub 2015
samlambert
251
13k
RailsConf & Balkan Ruby 2019: The Past, Present, and Future of Rails at GitHub
eileencodes
138
34k
Learning to Love Humans: Emotional Interface Design
aarron
273
40k
A better future with KSS
kneath
239
17k
Scaling GitHub
holman
459
140k
Refactoring Trust on Your Teams (GOTO; Chicago 2020)
rmw
34
3.1k
XXLCSS - How to scale CSS and keep your sanity
sugarenia
248
1.3M
Code Review Best Practice
trishagee
69
18k
個人開発の失敗を避けるイケてる考え方 / tips for indie hackers
panda_program
107
19k
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: