The Savory Content Analysis 

Goals 

• Implementing practices to grow traffic 
• Growing brand consistency, knowing what to expect from The Savory
• Focusing more on developing content in line with OBSEV

Secret Sauce: Authoritative, Clickable Headlines 

3 Headline writing priorities

• Enticing, make the user click or want to read more
• Do not give away the story
• SEO Optimized headlines build our ranking, drive traffic

Writing Style of leading millennial-driven sites

• Authoritative
• SEO Optimized
• Shareable
• Must See and NEW

Authoritative

Must See and New + Shareable

SEO Friendly Headlines

Help users find location-based content

How to's and location focused content should be search engine optimized (SEO)

Implementing Best Practices

Avoid using "Millennials" in the headline

Headlines should not give away the story, be appetizing

& appealing

Implementing Best Practices

• Clarify what the story is about 

• No need to mention the specific product in the headline; Create more mystery

• The subject is not the headline

Best Practices

• Authority over questions 

"Debunking the Tequila Worm Myth"

Headline Analysis

Passive

Gives away story

Not SEO friendly

Internal Linking 

Links should help the reader

Best Practices

• Explains to the reader where they're going
• Link to tag pages (1-2)
• Relevant Articles 2+
• Optional to link to external pages  *Open in new window* 

PHOTOS

Avoid using graphic elements on food photos

​Avoid dark photos when possible

Use vibrant, "edible" images instead

Competitive Analysis - Content Strategy

Less Gourmet on top Millennial Foodie sites

Less Gourmet on top Millennial Foodie sites

Focusing the Content Strategy 

• Inform & Entertain (Only what's relevant to millennials)
• Moving away from Gourmet, it's old
• Short Term:
  • INFORM via Food News & Infographics 
    • The top millennial food brands such as Chipotle, In-N-Out, Trader Joes, Shake Shack 
    • Weekly Infographics - Build a library of searchable and linkable content 
    • Hacks - Quick tips, focused on snacks and lunch 
  • ENTERTAIN - Viral Content 
    • ​Early AM; Curate content from REDDIT and YouTube
• Long Term
  • ​OBSEV Content Strategy - Review in July and launch in August when in house photographer is secured 
  • Plan Big Content Packages that require planning. Allowing time for photo & video shoots 

Food in Social Media/Tech hits millennials

Example - Big Content Package

*Select one for the launch

Example: "Announcing LA's 25 Best Burgers" or Investigative Food Feature

• ​Kick off with Social Push Late July -  Launch with a call for nominees across social, tag photo of nominee
• Editorial reviews nominees- Early August and confirms final list 
• Video and Photography - August 3rd-17th: Schedule Interviews and shoots with Nominees
• Late August - Marketing coordinates with winners and media/blogs to push link-building
• September 9th - Published

*Requires 4-6 Weeks of Content Development 

Action Items 

• Daily 
  • Food News - Millennial brands such as Chipotle, Trader Joes, 
  • Infographics (1 per week) 
  • Viral Content 
  • Tech & Food (Delivery services, apps - Weekly_
• Weekly
  • Infographic 
  • Shoot Bite Sized social video (Hacks, quick snacks or shareable viral video idea) 
  • Develop a monthly editorial calendar focused on creating original content packages including photos, videos, graphics around all articles 
  • Collaborate with video on Weekly features 
• Content packages will allow The Savory to develop relevant content for larger pieces to drive more traction
• Eliminate weekly/daily content planning outside of sharing daily food news and viral video content 
• Lock in Content on a rolling 2 month schedule in planning photography and video shoots
• Marketing
  • ​July - Follow up on OBSEV Content Strategy Brainstorm
  • Set SEO Priorities