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20NTC Session

Use Data to Drive Your Content Strategy & SEO


Content strategists and data nerds, this is your session!

Are you using data to clean up your content? To organize your content?  To inform what new content you produce (the content your audience really wants, not what you think they do)??

Join us to learn how you can use all sorts of data to organize and produce great audience- and SEO-pleasing content.

We’ll talk about how to use everything from Google Analytics, Google Search Console, backlinks and your page copy to inform your IA and produce better content. You’ll learn how cool tools like the Google search API, python scripts and K-means clustering can automate your content audit. And, you’ll see examples of how we used data to inform and transform the content approach for a new website for the American Physical Therapy Association and others.

Learning Outcomes

  • Learn how to use data to clean up, organize and write content
  • Get an update on the modern state of SEO and content strategy (Hint: meta tags are no longer as important).
  • Check out cool content audit automation tools you can use

Target Audience

Marketing and communications professionals who are responsible for SEO, managing and creating web content, content governance and content strategy


Content MarketingContent StrategySEO


TJ Peeler

Senior UX Designer & Digital Strategist

Beaconfire RED

TJ is the Senior UX & Digital Strategist at Beaconfire RED with a passion for clear, audience-centric-communication. She has over 10 years of experience facilitating workshops, conducting user research and testing, designing information architecture and wireframes, and creating content strategy. TJ has designed online experiences for League of Women Voters, Food Allergy Research & Education, National Women’s History Museum, and Partnership for Drug-Free Kids.

Prior to joining Beaconfire RED, TJ was a UX and Graphic Designer for the Federal Trade Commission (FTC), where she was responsible for the UX, design, content strategy and governance of various web properties. TJ worked on a variety of websites within the FTC – from e-commerce to educational. She also is an experienced infographic and informational designer. TJ graduated from Wake Forest University with a BA in Studio Art.

Jen Boland

SEO Lead

Beaconfire RED

Jen Boland is the SEO Lead at Beaconfire RED. Jen works with clients such as the truth initiative, APTA, Ocean Conservancy, the Multiple Sclerosis Association of America, and numerous associations. Jen brings a wide range of experience to every client helping to ensure that both that technology and content satisfy users and help nonprofits meet their mission and goals.

Prior to assuming leadership of the SEO work at Beaconfire RED, Jen spent a short stint at a major online health publisher where she began using natural language processing to help improve SEO. The nonprofit sector called her back and she returned to BFRED to put her data science skills to work with SEO and content marketing as well as analytics and conversion rate optimization.

Jen has a B.A. in Foreign Affairs from the University of Virginia and a Master’s degree in Public Health from the University of Northern Colorado. She is also a graduate of General Assembly’s Data Science program.

Jason Bellamy

Executive Vice President, Strategic Communications

American Physical Therapy Association

Jason Bellamy is the Executive Vice President, Strategic Communications, at the American Physical Therapy Association.





March 25, 2020


10:30am – 11:45am



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