Your SlideShare is downloading. ×
Wellspring Worldwide Content Strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Wellspring Worldwide Content Strategy

158
views

Published on

Wellspring Worldwide Content Strategy, via Andy Crestodina of Orbit Media. A great look into how to turn content into customers.

Wellspring Worldwide Content Strategy, via Andy Crestodina of Orbit Media. A great look into how to turn content into customers.

Published in: Technology, Design

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
158
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Remove Dates
  • Ask the audience about the sources of topics.
  • Ask the audience about the sources of topics.
  • REMOVE
  • Empathy
  • Toggle
  • Helpful articles do best!
  • Transcript

    • 1. Content Strategy Andy Crestodina @crestodina Wellspring Worldwide User Group Meeting 2013
    • 2. “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.” - Guy Kawasaki
    • 3. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid Owned, Earned Budget Brains Hype Help
    • 4. How content works…
    • 5. Search + Social + Email = Content Marketing
    • 6. Where there’s traffic, there’s hope...
    • 7. Traffic: Social, Email, Search
    • 8. Source: Website Traffic Sources
    • 9. “Achieve business goals by maximizing the impact of content.” Content Strategists… Source: Contentini
    • 10. do they want to read? What
    • 11. Help your audience make a buying decision.
    • 12. Obvious, right?
    • 13. Your website is the mousetrap, Your content is the cheese…
    • 14. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics
    • 15. Finding Topics: Google Suggest
    • 16. Finding Topics: Ubersuggest Source: Ubersuggest.org
    • 17. Finding Topics: Google Keyword Tool
    • 18. Finding Topics: Competitors’ Rank Source: SpyFu.com
    • 19. Finding Topics: Analytics
    • 20. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
    • 21. Finding Topics: Quora.com Source: Quora.com
    • 22. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
    • 23. Source: Deana Goldasich
    • 24. Source: Periodic Table of Content
    • 25. “Don’t think OF the market ….think AS the market” Derek Halpern
    • 26. Source: Ann Handley
    • 27. Source: Ann Handley
    • 28. …carefully Choose Your Words
    • 29. Source
    • 30. • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words
    • 31. Anglo-Saxon Words • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set
    • 32. Choose your words
    • 33. Choose your words
    • 34. …but don’t dumb it down Write like an 8th grader! Source: NN Group
    • 35. HOW GOOGLE WORKS It’s simpler than you think.
    • 36. Why do sites rank in search engines? Source: Moz Search Ranking Factors 2013
    • 37. Links = How trustworthy your site is On-Page = How relevant the page is Keyphrases = What the page is relevant to SEO (over) simplified
    • 38. 1. Choosing Keywords
    • 39. Keyphrases: 3 Criteria
    • 40. Keywords and Trends Resource: Google Keyword Tool, Google Trends Google Keyword Tool Google Trends Suggests phrases Up to 100 10 Search volume displayed as Specific numbers Relative Trending Geography US (local), world (global) countries, states, metro
    • 41. Search Volume Resource: Google Keyword Tool
    • 42. Search Trending Resource: Google Trends
    • 43. Regional Interest Resource: Google Trends
    • 44. • Top Ranking sites are famous (wikipedia, etc.) • Lots of AdWords ads • Have title tags that begin with the keyphrase Competition is high if…
    • 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. <title>Home</title>
    • 47. Check Link Popularity Resource: Open Site Explorer
    • 48. Shortcut! If your Domain Authority is… Target keyphrases with monthly searches of… less than 30 fewer than 100 less than 50 fewer than 1000 less than 70 fewer than 3000
    • 49. • Local (change tactics/choose another phrase) • Videos (opportunity?) • Images • Products • News Check for Universal Search Results
    • 50. Text Relevance
    • 51. 2. Using Keywords
    • 52. On-Page SEO: 4 Parts 1. <title> Once at the beginning of the title 2. <h1> Once in the first header 3. Four to six times in the body of the page 4. In links to the page from other pages
    • 53. Internal Linking Opportunities!
    • 54. Rank!
    • 55. 3. Link Popularity
    • 56. Inbound Links, Backlinks A link from a website to your site. Definitions Link Popularity, Domain Authority, PageRank A measurement of credibility of a website, based on the number and credibility of sites that link to it. Link Building The act of improving the link popularity of a website to improve search engine rankings.
    • 57. links are credibility
    • 58. more links = more credibility
    • 59. links from credible sites = much more credibility
    • 60. many outgoing links = less credibility per link
    • 61. It’s good when the link text Includes the target keyword.
    • 62. but if all the links include the target keyword, that’s bad.
    • 63. Link Popularity and Domain Authority Resource: Open Site Explorer
    • 64. Domain Authority over time… “Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.” Source: Moz
    • 65. EXAMPLES Rank is relevance!
    • 66. The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
    • 67. SEO: slow but powerful
    • 68. Email List Growth Grow your list fast
    • 69. Before… After…
    • 70. 1900% increase. Not bad!
    • 71. Why it works 1.Prominence 2.Promise 3.Proof
    • 72. GOOD
    • 73. BAD
    • 74. Numbers: Sent, Delivered, Opens and Clicks
    • 75. Rates: Sent, Delivered, Opens and Clicks
    • 76. Ready? Let’s make some content!
    • 77. Source: Headline Hacks
    • 78. More here: Headline Hacks 52 Headline Hacks
    • 79. Do this tomorrow… 1. Find a relevant topic 2. Research keyphrases, pick a phrase that aligns with the topic 3. Write 500 words, use on-page SEO 4. Share it through social media 5. Send it as a newsletter …then watch your Analytics jump!
    • 80. Template & Tools
    • 81. Thank you! Andy Crestodina @crestodina Wellspring Worldwide User Group Meeting 2013