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Content Strategy
Andy Crestodina
@crestodina
Wellspring Worldwide
User Group Meeting 2013
“If you have more MONEY than brains,
you should focus on outbound marketing.
If you have more BRAINS than money,
you shoul...
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid Owned, Earned
Budget Brains
Hype
Help
How
content
works…
Search + Social + Email = Content Marketing
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
Source: Website Traffic Sources
“Achieve business goals by
maximizing the impact of content.”
Content Strategists…
Source: Contentini
do they want to read?
What
Help your audience
make a buying decision.
Obvious, right?
Your website is the mousetrap,
Your content is the cheese…
1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics
Finding Topics: Google Suggest
Finding Topics: Ubersuggest
Source: Ubersuggest.org
Finding Topics: Google Keyword Tool
Finding Topics: Competitors’ Rank
Source: SpyFu.com
Finding Topics: Analytics
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
Finding Topics: Quora.com
Source: Quora.com
Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories
Source: Deana Goldasich
Source: Periodic Table of Content
“Don’t think OF the market
….think AS the market”
Derek Halpern
Source: Ann Handley
Source: Ann Handley
…carefully
Choose Your
Words
Source
• More formal
• Longer (polysyllabic)
• Fancy, proper
Examples
acquire, transmit,
construct, resist,
deposit, imitate,
det...
Anglo-Saxon
Words
• Less formal
• Short (often
monosyllabic)
• Forceful, direct
Examples
get, send, build, stop,
put, mock...
Choose your words
Choose your words
…but don’t dumb it down
Write like an 8th grader!
Source: NN Group
HOW GOOGLE
WORKS
It’s simpler than you think.
Why do sites rank in search engines?
Source: Moz Search Ranking Factors 2013
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (ove...
1. Choosing
Keywords
Keyphrases: 3 Criteria
Keywords and Trends
Resource: Google Keyword Tool, Google Trends
Google Keyword Tool Google Trends
Suggests phrases Up to ...
Search Volume
Resource: Google Keyword Tool
Search Trending
Resource: Google Trends
Regional
Interest
Resource: Google Trends
• Top Ranking sites are famous (wikipedia, etc.)
• Lots of AdWords ads
• Have title tags that begin with the keyphrase
Com...
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>
Check Link Popularity
Resource: Open Site Explorer
Shortcut!
If your
Domain Authority is…
Target keyphrases
with monthly searches of…
less than 30 fewer than 100
less than 5...
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Sear...
Text
Relevance
2. Using
Keywords
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 i...
Internal Linking
Opportunities!
Rank!
3. Link
Popularity
Inbound Links, Backlinks
A link from a website to your site.
Definitions
Link Popularity, Domain Authority,
PageRank
A mea...
links are credibility
more links = more credibility
links from credible sites =
much more credibility
many outgoing links =
less credibility per link
It’s good when the link text
Includes the target keyword.
but if all the links include the
target keyword, that’s bad.
Link Popularity and Domain Authority
Resource: Open Site Explorer
Domain Authority over time…
“Predicts a domain's ranking potential in search engines
based on an algorithmic combination o...
EXAMPLES
Rank is relevance!
The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
fro...
SEO: slow but powerful
Email List Growth
Grow your list fast
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
Numbers: Sent, Delivered, Opens and Clicks
Rates: Sent, Delivered, Opens and Clicks
Ready?
Let’s make some content!
Source: Headline Hacks
More here: Headline Hacks
52 Headline Hacks
Do this tomorrow…
1. Find a relevant topic
2. Research keyphrases, pick a phrase that
aligns with the topic
3. Write 500 w...
Template &
Tools
Thank you!
Andy Crestodina
@crestodina
Wellspring Worldwide
User Group Meeting 2013
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
Wellspring Worldwide Content Strategy
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Wellspring Worldwide Content Strategy

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

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  • Transcript of "Wellspring Worldwide Content Strategy"

    1. 1. Content Strategy Andy Crestodina @crestodina Wellspring Worldwide User Group Meeting 2013
    2. 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. 3. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid Owned, Earned Budget Brains Hype Help
    4. 4. How content works…
    5. 5. Search + Social + Email = Content Marketing
    6. 6. Where there’s traffic, there’s hope...
    7. 7. Traffic: Social, Email, Search
    8. 8. Source: Website Traffic Sources
    9. 9. “Achieve business goals by maximizing the impact of content.” Content Strategists… Source: Contentini
    10. 10. do they want to read? What
    11. 11. Help your audience make a buying decision.
    12. 12. Obvious, right?
    13. 13. Your website is the mousetrap, Your content is the cheese…
    14. 14. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics
    15. 15. Finding Topics: Google Suggest
    16. 16. Finding Topics: Ubersuggest Source: Ubersuggest.org
    17. 17. Finding Topics: Google Keyword Tool
    18. 18. Finding Topics: Competitors’ Rank Source: SpyFu.com
    19. 19. Finding Topics: Analytics
    20. 20. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
    21. 21. Finding Topics: Quora.com Source: Quora.com
    22. 22. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
    23. 23. Source: Deana Goldasich
    24. 24. Source: Periodic Table of Content
    25. 25. “Don’t think OF the market ….think AS the market” Derek Halpern
    26. 26. Source: Ann Handley
    27. 27. Source: Ann Handley
    28. 28. …carefully Choose Your Words
    29. 29. Source
    30. 30. • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words
    31. 31. Anglo-Saxon Words • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set
    32. 32. Choose your words
    33. 33. Choose your words
    34. 34. …but don’t dumb it down Write like an 8th grader! Source: NN Group
    35. 35. HOW GOOGLE WORKS It’s simpler than you think.
    36. 36. Why do sites rank in search engines? Source: Moz Search Ranking Factors 2013
    37. 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. 38. 1. Choosing Keywords
    39. 39. Keyphrases: 3 Criteria
    40. 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. 41. Search Volume Resource: Google Keyword Tool
    42. 42. Search Trending Resource: Google Trends
    43. 43. Regional Interest Resource: Google Trends
    44. 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. 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. Check Link Popularity Resource: Open Site Explorer
    48. 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. 49. • Local (change tactics/choose another phrase) • Videos (opportunity?) • Images • Products • News Check for Universal Search Results
    50. 50. Text Relevance
    51. 51. 2. Using Keywords
    52. 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. 53. Internal Linking Opportunities!
    54. 54. Rank!
    55. 55. 3. Link Popularity
    56. 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. 57. links are credibility
    58. 58. more links = more credibility
    59. 59. links from credible sites = much more credibility
    60. 60. many outgoing links = less credibility per link
    61. 61. It’s good when the link text Includes the target keyword.
    62. 62. but if all the links include the target keyword, that’s bad.
    63. 63. Link Popularity and Domain Authority Resource: Open Site Explorer
    64. 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. 65. EXAMPLES Rank is relevance!
    66. 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. 67. SEO: slow but powerful
    68. 68. Email List Growth Grow your list fast
    69. 69. Before… After…
    70. 70. 1900% increase. Not bad!
    71. 71. Why it works 1.Prominence 2.Promise 3.Proof
    72. 72. GOOD
    73. 73. BAD
    74. 74. Numbers: Sent, Delivered, Opens and Clicks
    75. 75. Rates: Sent, Delivered, Opens and Clicks
    76. 76. Ready? Let’s make some content!
    77. 77. Source: Headline Hacks
    78. 78. More here: Headline Hacks 52 Headline Hacks
    79. 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. 80. Template & Tools
    81. 81. Thank you! Andy Crestodina @crestodina Wellspring Worldwide User Group Meeting 2013
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