How to create content for the web. This will walk you thought what content to develop, a few free tools you can use. How to write evergreen content, how to promote content, how to measure your success and what to do next.

1. Content Creation and What
to do with it
Stephanie Manley

2. Overview
 How to choose the right content
 It is no longer enough to write great content, you must promote content
 Strategies on picking what to write.
 How to promote the content after it is written.
 How to measure your content and see how it is successful.
 Update past successes, and repurpose content.

3. Stephanie Manley
CopyKat.com
 Website created in 1995.
 Published two cookbooks with Ulysses Press. CopyKat.com Dining Out in the
Home 1 & 2
 Featured in print: Wall Street Journal, Newsweek, Yahoo Magazine, Women’s
World, AP News Service
 TV: Locally Debra Duncan Show, Nationally 2 episodes of ABC’s Living Well
Network
 Blog typically receives 900K unique visitors a month, page views are between 2 and
3 million page views a month.
 90% of website revenue is from banner advertising networks (Google Adsense,
Womensforum (Glam), Amazon CPM, Epicurious Network.

4. How to Choose the Right Content
 Decide are you going after traffic, or are you trying to build an small body of content for
cross linking purposes.
 If you are going after traffic, try to stick areas where you already do well.
 Research your keywords: Moz, Buzzsumo, Google AdWords
 Don’t skimp on the content development. Write longer posts trying to keep in mind
the keywords, variations on the keywords, and alternate words for the keywords. (500-
1000 words).
 Think Evergreen content. Develop content that will last for a long time.
 Keep a running Content Audit going, know what you have written about and expand on
it if necessary.
 Spend time on the headline.
 Kingsumo, Optimizely, Other A/B testing

5. How to Promote Content After it is Written
 First, try to think long term strategy here. Play the long game.
 Content promotion is a continual cycle
 There are three phases to content promotion. Day 1, Week 1, and on going.

6. Day One
Email
•A mailing goes out
automatically to my
newsletter
subscribers.
•Feedblitz, MailChimp,
MadMimi. (You can
monetize with
Feedblitz).
Facebook
Note your scheduling
times, your blog
posting time, and
when your Facebook
Audience is online isn’t
always the same.
Tweet
•Tweet 2 or 3 times
day one.
•I use a combination of
Hootsuite, Co-
Schedule, and Buffer.
Note the times and
success of your
tweets, use that one
again and again.
Instagram
Use Hootsuite, to push
the post to the phone
so I can upload from
here. I put the URL of
the post in my profile.
G+
I write a small paragraph on
both my personal and public
page that links to the article.
Pinterest
Initial scheduled pins are to
the largest boards with the
most traction.

7. Week One
Facebook Twitter Pinterest Mailing List

8. On Going Activities
Seasonal Promotion
Promote content when it is
seasonal.
Facebook Promotional
Groups
Join them and promote
posts when written.
Dip Best Content to Mailing
lists
I will share my most popular
blog posts in an email drip
campaign.
Internal Linking
Make sure posts are linked
to other internal posts.
Update Old Content
Update old well performing
content.

9. Why it is Smart to go Green
 You get the same initial push from the content.
 You get long term growth
 You become an authority in your niche.
 Content that takes a longer time to develop can pay off more. Spend your
resources wisely.
 One of my posts in on How to Make Roast Beef in the Oven has had 2.7 Million
page views since March 2013. It has earned me approximately $21,600. 00

10. Play the Long Game
0
2000
4000
6000
8000
10000
March April May June July August September October
Red Roasted Potatoes
Page Views
For me, this is what an ideal post looks like. First month is the initial
promotion, then a dip, then the content continues to climb.

11. Have a Running Content Audit
 Time spent here can make auditing content much easier.
 From here you can make good decisions about what content needs to be updated,
deleted, and where you can expand
 See if you can improve organic search
 Determine areas where you audience seems to prefer
 Locate gaps and fill them in
 Generate ideas for future content

12. How to perform a content audit
 Create a spreadsheet for all of your content
 Gather data you want to measure
 URL
 Page Title
 Meta Description
 Inbound links
 Last Updated
 Traffic
 Bounce Rate
 Page Rank
Other things items you may
want to track
Word Count
Number of Social Shares

13. What Tools Do You Need
 Google Analytics (Basic Stats)
 Screaming Frog (Does word counts, and checks for bad links)
 Moz (Page Rank, Word Count)
 Buzzsumo (Social Shares)
 Excel or Google Pages

14. Decisions to Make
 Review underperforming content. Determine your personal baseline.
 When reviewing underperforming content decide if you should delete this content
(be sure to 301 redirect) or refresh content.
 Look for areas of good success and try to this content for ideas regarding new
content
 Enhance and strengthen what you do have.

15. Content Outposts
This is where I rewrite, or reuse my existing content on other sites.
 See if you can write posts highlighting your original content.
 Ezinearticles.com
 Community.parade.com (Food Blogger Specific)
 Buzzfeed (sign up for a membership)
 HuffingtonPost
 Repurpose Content
 Video
 Drip out to mailing lists best content
 eBook

16. Content Cycle
Do your
homework
Content Creation
Promote ContentMeasure success
Repurpose

17. Any Questions ???
 Email: Stephanie.manley@gmail.com
 Twitter: @Copykatrecipes