Reaching stakeholders alignment for content strategy — Elliot Tsai // Nerdwallet

Elliot Tsai, SEO International Organic Growth Manager at NerdWallet, talks about reaching stakeholder alignment for content strategy. SEOs often struggle with stakeholder alignment and obtaining resources for content strategy initiatives. However, by speaking the same language, providing data-backed explanations, and educating stakeholders, SEOs can gradually improve alignment and collaboration within the organization. Today, Elliot discusses how to align your content with your stakeholder's interests.
About the speaker

Elliot Tsai

Nerdwallet

- Nerdwallet

Elliot is SEO International Organic Growth Manager at NerdWallet

  • Part 1 Reaching stakeholders alignment for content strategy — Elliot Tsai // Nerdwallet

Show Notes

  • 02:25
    Connecting business goals and content strategy
    It's crucial to consider the user journey funnel for different growth stages of the company. SEO goals should be aligned with company goals, and all stakeholder teams should work closely together to align KPIs and OKRs with the company's Northstar metric.
  • 05:07
    Building alignment and relationships with partner teams
    This process involves understanding the overall business goal, clarifying priorities, aligning KPIs and OKRs, collecting stakeholder input, and prioritizing internal and external factors. After finalizing the content strategy, share it with all stakeholders to ensure alignment around the Northstar business goal.
  • 10:30
    Getting buy
    At NerdWallet, they recognize the importance of looping all stakeholders into the strategy process to ensure everyone feels like theyre contributing. The key to securing buy-in is to speak the language of stakeholders and build healthy feedback loops to get their input.
  • 13:21
    Building strong relationships for successful content strategy
    Involve all decision-makers in the content strategy process and consider the entire funnel. In addition to encouraging collaboration across the organization, showcase achievements, recognize key contributors, and openly discuss failures and learnings from them.
  • 14:55
    Measuring and reporting on content strategy progress
    The metrics used to track progress in content strategy vary by stakeholder. It is important to share achievements via Slack or email, and recognize key contributors by allowing them to give presentations to the entire organization in order to motivate team members.
  • 18:14
    Aligning stakeholders to support the entire user journey in content strategy
    The first step is to consider the entire user journey and the teams that support the different parts of the funnel. Overall, it boils down to getting input from all stakeholders to create an effective content roadmap and optimize conversion rates.
  • 20:05
    Data
    It is crucial to understand the ideas and proposals put forward by stakeholders, even if there are disagreements or conflicts. It is recommended to use data to support proposals and to break down the logic behind disagreements in order to find common ground and achieve alignment.
  • 21:54
    Strategies to mitigate misunderstandings and conflicts in content strategy
    Disagreements are often due to misaligned goals and intentions. To improve alignment, it is recommended to speak the same language as stakeholders, provide data-driven explanations, and educate them when opportunities arise.

Quotes

  • "Before forming any content strategy, we need to think about what the company goal is and how we really contribute to be a part of it." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • "When we're forming content strategy, we're not only looking at SEO. We need to look at the whole funnel." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • "Having high traffic potential doesn't mean there is revenue potential, and vice versa." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • "Really try to understand the main reasons behind why people agree and disagree with your proposals. Then you can really start having conversations there to find alignment." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • "I always give people the tip of having data to back up your thoughts and proposals so you can really dissect why people disagree." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • "Many SEOs always talk about fighting for resources or why stakeholders don't align with them. My tip is to speak the same language that your stakeholder understands." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • "Educating and speaking the same language as your stakeholders can make a huge difference." -Elliot Tsai, Organic Growth Manager, NerdWallet

  • Part 1 Reaching stakeholders alignment for content strategy — Elliot Tsai // Nerdwallet
About the speaker

Elliot Tsai

Nerdwallet

- Nerdwallet

Elliot is SEO International Organic Growth Manager at NerdWallet

Up Next:

  • Current Podcast

    Part 1Reaching stakeholders alignment for content strategy — Elliot Tsai // Nerdwallet

    Elliot Tsai, SEO International Organic Growth Manager at NerdWallet, talks about reaching stakeholder alignment for content strategy. SEOs often struggle with stakeholder alignment and obtaining resources for content strategy initiatives. However, by speaking the same language, providing data-backed explanations, and educating stakeholders, SEOs can gradually improve alignment and collaboration within the organization. Today, Elliot discusses how to align your content with your stakeholder's interests.