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Content Strategy
 

Content Strategy

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    Content Strategy Content Strategy Presentation Transcript

    • Content StrategyAndy  Crestodina  @crestodina  
    • If  you  have  more  MONEY  than  brains,  you  should  focus  on  outbound  markeCng.        If  you  have  more  BRAINS  than  money,      you  should  focus  on  inbound  markeCng.     -­‐  Guy  Kawasaki  
    • Focus  on  the  core  problem  your     business  solves  and  put  out  lots  of     content  and  enthusiasm,  and  ideas     about  how  to  solve  that  problem.       -­‐  Laura  FiLon  
    • How contentmarketingworks…
    • Traffic leads to …traffic
    • Traffic: Social, Email, Search
    • Content Strategists… Achieve  business  goals  by  maximizing  the  impact  of  content.   Source:  ContenCni  
    •   Don t  sell.           Help  your  audience  make  a     buying  decision.  
    • Whatdo  they  want  to  read?  
    • Obvious, right?
    • Sources of Topics 1.  Keywords   2.  Q&A  Sites   3.  Listening  
    • Topics: Google Suggest
    • Topics: UbersuggestSource:  Ubersuggest.org  
    • Topics: Google Keyword Tool
    • Topics: Competitors RankSource:  SpyFu.com  
    • Topics: Analytics
    • Topics: LinkedIn AnswersSource:  LinkedIn  Answers  
    • Topics: QuoraSource:  Quora.com  
    • Topics: Listening 1.  Sales  Team   2.  Customer  Service  Team   3.  Client  Stories  
    • Source:  Deana  Goldasich  
    • Choose your words Don t  think  OF  the  market                    ….think  AS  the  market   Source:  Social  Triggers  
    • Source:  Ann  Handley  
    • Source:  Ann  Handley  
    • Howshould  you  sound?  
    • Source  
    • Latinate Words•   More  formal  •   Longer  (polysyllabic)  •   Fancy,  proper    Examples  acquire,  transmit,  construct,  resist,    deposit,  imitate,  determined  
    • Anglo-SaxonWords•   Less  formal    •   Short  (oen  monosyllabic)  •   Forceful,  direct      Examples  get,  send,  build,  stop,  put,  mock,  set    
    • Choose your words
    • Choose your words
    • Write like an 8th grader! …but  don t  dumb  it  down   Source:  NN  Group  
    • SEO has 3 parts
    • How Search Engines WorkSource:  SEOmoz,  2011  Search  Engine  Ranking  Factors  
    • How Search Engines WorkSource:  SEOmoz,  2011  Search  Engine  Ranking  Factors  
    • SEO (over) simplified                      Links  =  How  trustworthy  your  site  is              On-­‐Page  =  How  relevant  the  page  is      Keyphrases  =  What  the  page  is  relevant  to        
    • Howdo  I  find  these  keywords?  
    • 3 Criteria for Choosing Keyphrases
    • Search VolumeText          Resource:  Google  Keyword  Tool  
    • Search TrendingResource:  Google  Trends    
    • RegionalInterestResource:  Google  Trends    
    • CompetitionCompeCCon  is  high  if  the  sites  on  page  one…    •   Are  famous  (wikipedia,  etc.)    •   Have  Ctle  tags  that  begin  with  the  keyphrase    •   Lots  of  AdWords  ads    •   Have  a  higher  domain  authority  than  you*         *see  Open  Site  Explorer  
    • Check for Universal Search Results  •   Local  (change  tacCcs/choose  another  phrase)    •   Videos  (opportunity?)    •   Images    •   Products    •   News        
    • RelevanceText          
    • 52 Headline HacksMore  here:  Headline  Hacks  
    • Wheredo  I  put  these  keywords?  
    • On-Page SEO•   Once  at  the  beginning  of  the  Ctle  <Ctle>    •   Once  in  the  first  header  <h1>    •   Four  to  six  Cmes  in  the  body  of  the  page    •   In  links  on  other  pages  that  link  to  the  page.        
    • More Internal Linking      
    • Template &Tools      
    • Thank you!Andy  Crestodina  @crestodina