Website Modification and Optimization

● Add Schema markup

○ This is a standardized structured data format that allows search engines to more
easily extract information from the website and display it on the SERP (Search
Engine Results Page).
○ There is a WordPress plugin for this
● Audit the SEO of the blog to make sure everything is optimized
○ This is expose any weaknesses that may be affecting organic rankings
● Add a summary section at the top of each blog post featuring a bulleted list of main
points from the post.
○ This makes it more user friendly for the reader, especially for mobile
● Add a reader review section to the blog - UGC*
○ This would build authority
● Add a “what would you like to know” section where readers can ask a question or tell the
writers what topics they would like to read about
○ This would guide the writers toward topics the readers actually care about
● Add a page for video media, featuring videos from other our platforms
○ This diversifies the type of content available on the blog and can also be
extended to a “featured video” section on the home page.
● Add a “top articles” or “most popular” section
○ This is playing to the strengths, leveraging the articles that have already been
successful
● Add an “industry interviews” section, featuring talks with experts on certain topics
○ This can be directly correlated with podcasts and video interviews
● Add a “customer spotlight” page or section featuring a real story from a real customer,
whether from social media or another source. - UGC*
○ This shows that we are an accessible brand that cares about the average worker

Interactive Media
● Infographics (static or interactive)
○ This can summarize the entire article with fun graphics and informative
interactions
● Pull quotes
○ This is simply a colorful section in the middle of the article that shows a quote
from the article itself. It helps visually break up the content into more manageable
chunks, especially on mobile
● Gifs
○ Gifs are more interactive to the eye than photos
● Slideshow
○ This is a slideshow within the article. It can be used to summarize the content
into short snippets on various slides that the user can interact with.
● 360 degree images and video
○ These are highly interactive, especially for video, and can increase immersion.
● Calculator
 ○ If we write an article that could benefit from a calculation, we can create the
calculator and embed it into the blog for readers to use.
● E-books and white papers
○ We can create these to support a particular blog topic or story
● Polls, surveys, and quizzes
○ These are quick ways that a reader can interact with the content and see results
in real time, giving their opinion and feel involved.
● Assessments
○ We could create an assessment that determines what kind of customer the
reader may be and what they are interested in. Then, we can create an email
marketing campaign that sends tailored content to different types of customers.
This could improve engagement.

Audio / Video
● We conduct a video interview (in-person or Zoom) or a talking head video. We can use
the audio from this video to create and manage a podcast. We can extract the same
transcript to use for blog posts and social, while we edit, mix, master and upload the
audio for podcasting.
○ They could also skip the video for some topics and just record podcast audio.
○ This would recycle the same content to be used across 4 different marketing
channels across different platforms.

Ideas and Suggestions

● Post more about and reuse content from the best performing blog posts
● Continue advertising. R2I has been generating great results.
● Work on getting other blogs with high quality traffic to link to our blogs. Backlinks from
quality sources really help boost SEO rankings.
○ Guest blogging can be used to build these relationships
● The topic of clean energy and electric will only become more popular. This is especially
true with our next president being a Democrat, vast evidence for climate change, and the
global initiative to reduce emissions. We may benefit from playing the long game and
planning topics around this idea; perhaps even having a dedicated page on the blog for
it.

* An example of User Generated Content