Content StrategyAndy Crestodina@crestodina
- Guy Kawasaki“If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than mone...
Howcontentworks…
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
Source: Website Traffic Sources
Help you audience make abuying decisionDON’T SELL
Obvious, right?
Your website is the mousetrap,Your content is the cheese…
1. Keywords2. Q&A Sites3. ListeningSources of Topics
Finding Topics: Google Suggest
Finding Topics: UbersuggestSource: Ubersuggest.org
Finding Topics: Google Keyword Tool
Finding Topics: Competitors’ RankSource: SpyFu.com
Finding Topics: Analytics
Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
Finding Topics: Quora.comSource: Quora.com
Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
Source: Deana Goldasich
Source: Periodic Table of Content
“Don’t think OF the market….think AS the market.”Source: Social Triggers
Source: Ann Handley
Source: Ann Handley
Pick some good ones!Chooseyour words
Source
• More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determined...
Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop,put, mock, set
Choose your words
Choose your words
…but don’t dumb it downWrite like an 8th grader!Source: NN Group
SEO has 3 parts
Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) ...
do I find these keywords?How
3 Criteria for Choosing Keyphrases
Search VolumeResource: Google Keyword Tool
Search TrendingResource: Google Trends
RegionalInterestResource: Google Trends
Check Link PopularityResource: Open Site Explorer
Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewe...
• Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Re...
TextRelevance
do I put these keywords?Where
On-Page SEO: 4 Parts1. <title> Once at the beginning of the title2. <h1> Once in the first header3. Four to six times in t...
What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
<title>Home</title>
Rank!
Email List GrowthGrow your list fast
Before…After…
1900% increase. Not bad!
Why it works1. Prominence2. Promise3. Proof
GOOD
BAD
List Growth…
Ready?Let’s make some content!
Source: Headline Hacks
More here: Headline Hacks52 Headline Hacks
Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words...
Template &Tools
Thank you!Andy Crestodina@crestodina
KMG Symposium 2013, Content Strategy by Andy Crestodina from Orbit Media
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  • KMG Symposium 2013, Content Strategy by Andy Crestodina from Orbit Media

    1. 1. Content StrategyAndy Crestodina@crestodina
    2. 2. - Guy Kawasaki“If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than money,you should focus on inbound marketing.”
    3. 3. Howcontentworks…
    4. 4. Where there’s traffic, there’s hope...
    5. 5. Traffic: Social, Email, Search
    6. 6. Source: Website Traffic Sources
    7. 7. Help you audience make abuying decisionDON’T SELL
    8. 8. Obvious, right?
    9. 9. Your website is the mousetrap,Your content is the cheese…
    10. 10. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
    11. 11. Finding Topics: Google Suggest
    12. 12. Finding Topics: UbersuggestSource: Ubersuggest.org
    13. 13. Finding Topics: Google Keyword Tool
    14. 14. Finding Topics: Competitors’ RankSource: SpyFu.com
    15. 15. Finding Topics: Analytics
    16. 16. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
    17. 17. Finding Topics: Quora.comSource: Quora.com
    18. 18. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
    19. 19. Source: Deana Goldasich
    20. 20. Source: Periodic Table of Content
    21. 21. “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. Pick some good ones!Chooseyour words
    25. 25. Source
    26. 26. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
    27. 27. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop,put, mock, set
    28. 28. Choose your words
    29. 29. Choose your words
    30. 30. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
    31. 31. SEO has 3 parts
    32. 32. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
    33. 33. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
    34. 34. do I find these keywords?How
    35. 35. 3 Criteria for Choosing Keyphrases
    36. 36. Search VolumeResource: Google Keyword Tool
    37. 37. Search TrendingResource: Google Trends
    38. 38. RegionalInterestResource: Google Trends
    39. 39. Check Link PopularityResource: Open Site Explorer
    40. 40. Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
    41. 41. • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
    42. 42. TextRelevance
    43. 43. do I put these keywords?Where
    44. 44. On-Page SEO: 4 Parts1. <title> Once at the beginning of the title2. <h1> Once in the first header3. Four to six times in the body of the page4. In links to the page from other pages
    45. 45. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
    46. 46. <title>Home</title>
    47. 47. Rank!
    48. 48. Email List GrowthGrow your list fast
    49. 49. Before…After…
    50. 50. 1900% increase. Not bad!
    51. 51. Why it works1. Prominence2. Promise3. Proof
    52. 52. GOOD
    53. 53. BAD
    54. 54. List Growth…
    55. 55. Ready?Let’s make some content!
    56. 56. Source: Headline Hacks
    57. 57. More here: Headline Hacks52 Headline Hacks
    58. 58. Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words, use on-page SEO4. Share it through social media5. Send it as a newsletter…then watch your Analytics jump!
    59. 59. Template &Tools
    60. 60. Thank you!Andy Crestodina@crestodina

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