Content Strategy

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  • Andy @crestodina, you had me at Grilled Cheese Academy! Great presentation at AMA Chicago! Check out his new book Content Chemistry now on Amazon.com.
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Content Strategy

  1. 1. Content StrategyAndy  Crestodina  @crestodina  
  2. 2. 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  
  3. 3. 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  
  4. 4. How contentmarketingworks…
  5. 5. Traffic leads to …traffic
  6. 6. Traffic: Social, Email, Search
  7. 7. Content Strategists… Achieve  business  goals  by  maximizing  the  impact  of  content.   Source:  ContenCni  
  8. 8.   Don t  sell.           Help  your  audience  make  a     buying  decision.  
  9. 9. Whatdo  they  want  to  read?  
  10. 10. Obvious, right?
  11. 11. Sources of Topics 1.  Keywords   2.  Q&A  Sites   3.  Listening  
  12. 12. Topics: Google Suggest
  13. 13. Topics: UbersuggestSource:  Ubersuggest.org  
  14. 14. Topics: Google Keyword Tool
  15. 15. Topics: Competitors RankSource:  SpyFu.com  
  16. 16. Topics: Analytics
  17. 17. Topics: LinkedIn AnswersSource:  LinkedIn  Answers  
  18. 18. Topics: QuoraSource:  Quora.com  
  19. 19. Topics: Listening 1.  Sales  Team   2.  Customer  Service  Team   3.  Client  Stories  
  20. 20. Source:  Deana  Goldasich  
  21. 21. Choose your words Don t  think  OF  the  market                    ….think  AS  the  market   Source:  Social  Triggers  
  22. 22. Source:  Ann  Handley  
  23. 23. Source:  Ann  Handley  
  24. 24. Howshould  you  sound?  
  25. 25. Source  
  26. 26. Latinate Words•   More  formal  •   Longer  (polysyllabic)  •   Fancy,  proper    Examples  acquire,  transmit,  construct,  resist,    deposit,  imitate,  determined  
  27. 27. Anglo-SaxonWords•   Less  formal    •   Short  (oen  monosyllabic)  •   Forceful,  direct      Examples  get,  send,  build,  stop,  put,  mock,  set    
  28. 28. Choose your words
  29. 29. Choose your words
  30. 30. Write like an 8th grader! …but  don t  dumb  it  down   Source:  NN  Group  
  31. 31. SEO has 3 parts
  32. 32. How Search Engines WorkSource:  SEOmoz,  2011  Search  Engine  Ranking  Factors  
  33. 33. How Search Engines WorkSource:  SEOmoz,  2011  Search  Engine  Ranking  Factors  
  34. 34. SEO (over) simplified                      Links  =  How  trustworthy  your  site  is              On-­‐Page  =  How  relevant  the  page  is      Keyphrases  =  What  the  page  is  relevant  to        
  35. 35. Howdo  I  find  these  keywords?  
  36. 36. 3 Criteria for Choosing Keyphrases
  37. 37. Search VolumeText          Resource:  Google  Keyword  Tool  
  38. 38. Search TrendingResource:  Google  Trends    
  39. 39. RegionalInterestResource:  Google  Trends    
  40. 40. 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  
  41. 41. Check for Universal Search Results  •   Local  (change  tacCcs/choose  another  phrase)    •   Videos  (opportunity?)    •   Images    •   Products    •   News        
  42. 42. RelevanceText          
  43. 43. 52 Headline HacksMore  here:  Headline  Hacks  
  44. 44. Wheredo  I  put  these  keywords?  
  45. 45. 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.        
  46. 46. More Internal Linking      
  47. 47. Template &Tools      
  48. 48. Thank you!Andy  Crestodina  @crestodina  

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