Content Ideas – Aimee Robinson; Dilate Digital (Perth)

Company / Presenter Context

• Dilate Digital (Perth): marketing agency focused on end-to-end digital marketing.
• Presenter: Amy Robinson, Head of Operations at Dilate Digital—partners with leadership to roll out industry best practices and operating processes across the company.

Business Facts & Operating Model

• Founded: started in a lounge room ~8 years ago (presented as “only s years ago” due to a subtitle error).
• Scale: 83 employees worldwide.
• Location: head office in Perth.
• Core offerings (2 marketing products):
  • Organic digital marketing: primarily SEO, owned content, owned channels
  • Paid digital marketing: e.g., Google Ads, Facebook Ads, TikTok, Snapchat
• Websites: builds both custom websites and out-of-the-box sites, using preferred CMS: WordPress + Shopify.
• Vision / strategy principle: become Australia’s most respected marketing agency (not necessarily the biggest), with emphasis on client experience and outcomes.

Content Marketing Framework (Strategy + Process Playbook)

Amy describes Dilate’s content planning process as a structured workflow that:

1. Starts with customer understanding (personas + research)
2. Maps content to the funnel / customer journey
3. Ensures topics have search intent and viability
4. Produces briefs that require differentiation (not generic output)

Key Frameworks / Models Referenced

• Buyer personas Using industry + market research (e.g., IBISWorld) rather than gut feel.

• Customer journey map / funnel mapping

• Content-to-funnel alignment (top / middle / bottom of funnel intent)
• SEO content architecture, including blog types such as:
  • Cornerstone
  • Skyscraper
  • Pillar content

Dilate’s End-to-End Content Idea Process (Actionable Steps)

Step 1: Build Buyer Personas

• Inputs: what the client says + industry/market research
• Outputs:
  • pain points
  • key messaging
  • objectives
• Includes “before state / after state” selling angles—different value propositions for different segments.

Step 2: Map Content to the Customer Journey / Funnel

• The content’s purpose changes by stage:

  • Top of funnel: awareness/education Often videos, “tidbits,” social-style content, or ads used for education.

  • Bottom of funnel: conversion-focused Includes a clear value proposition, selling points, and offers/guarantees.

• Example (skincare): educate early on ingredients (e.g., hyaluronic acid), then later explain why their product is best.

Step 3: Generate Content Opportunities (Persona + Journey Overlay)

Select formats that match funnel intent, such as:

• Blogs
• Complementary videos
• Infographics / images
• PDF downloadable assets to support email nurturing

Step 4: Create Content Strategy “From the End Game”

• Start with the products/services you want to sell
• Work backwards into subtopics that content can address

Step 5: Validate Topic Viability with Search Demand

• Ensure target blogs have search volume to rank and attract readers.
• Tools mentioned:
  • Semrush (referred to as “Samurai/Semrush”)
  • Ubersuggest (subtitle error may have impacted the naming)
  • RohYb/Ryob (likely intended to reference AnswerThePublic or similar)
  • Neil Patel free tools
  • Google Keyword Planner (free option)

Step 6: Briefing with Differentiation

• Content briefs should require unique insights, not generic or regurgitated AI outputs.

Examples + Common Mistakes (Practical Guidance)

Concrete Example (What Not to Do)

A real estate company wanted content framed as:

• “10 ways to increase weekly rent / increase ROI” (relevant to target investors) but also insisted on “10 reasons why I love spring” (not connected to investor pain points or value proposition).

Lesson: content must connect to both target audience relevance and product/service intent.

Common Mistakes Highlighted

• Creating content for yourself, not for the target market
• Writing content without intent, including failure to connect content to:
  • business outcomes
  • conversion goals (lead inquiry / purchase)
  • search demand
• Creating content but not repurposing across channels, e.g.:
  • blog → video/infographic → social posts → ads → PDF lead magnet → email nurturing
• Using the wrong platform for the audience (e.g., TikTok for B2B often isn’t effective)

Metrics / KPIs Mentioned

No specific numeric targets (e.g., revenue, CAC, LTV, churn) were provided.

Implied performance goals/outcomes included:

• Lead generation via inquiry forms
• Ranking performance supported by search volume validation
• Conversion outcomes driven by funnel-stage messaging
• Email nurture conversions using downloadable PDFs

Operational / Capability Insights

• Dilate introduced a content department after previously relying on account managers/digital strategists for content ideation.
• Process modernization: Amy credits a content process redesign “from scratch” at the start of the year to improve strategy and efficiency.
• Collaboration model: Amy (operations) works closely with the head of content and content strategists to deliver strategies “ahead of the curve” efficiently.

AI & Future-Facing Recommendations (Execution Focus)

• AI is viewed as a positive disruptor, partly because content algorithms increasingly prioritize quality.
• However, AI-generated ideas must be strengthened with unique insight, since AI can “regurgitate” existing information.
• This is embedded into the workflow: use AI for ideation/acceleration, but enforce differentiation in briefs.

Advice to Students / Job Seekers

• Stand out by doing more than required
  • Self-learning (courses, certifications, reading)
• Treat your resume like marketing
  • cover letter matters; optional video cover letter can improve differentiation
• Invest in personal growth (soft skills) alongside hard marketing skills

Presenters / Sources

• Presenter: Amy Robinson, Head of Operations, Dilate Digital
• Referenced sources/tools:
  • IBISWorld
  • Semrush (referred to as “Samurai”)
  • AnswerThePublic (subtitle likely “riob”)
  • Neil Patel tools
  • Google Keyword Planner
  • ChatGPT
  • Platform algorithms: Google, Facebook, LinkedIn, TikTok, Snapchat