October Content Strategy

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  • October Content Strategy

    1. 1. Content Strategy Andy Crestodina @crestodina
    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 (Budget) Owned, Earned (Brains) Hype Help
    4. 4. How content works…
    5. 5. Search + Social + Email = Content Marketing
    6. 6. Traffic: Social, Email, Search
    7. 7. Source: Website Traffic Sources
    8. 8. do they want to read? What
    9. 9. Help your audience make a buying decision.
    10. 10. Obvious, right?
    11. 11. Your website is the mousetrap, Your content is the cheese… - Barry Feldman
    12. 12. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics
    13. 13. Finding Topics: Google Suggest
    14. 14. Finding Topics: Ubersuggest Source: Ubersuggest.org
    15. 15. Finding Topics: Google Keyword Tool
    16. 16. Finding Topics: Competitors’ Rank Source: iSpionage
    17. 17. Finding Topics: Analytics
    18. 18. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
    19. 19. Finding Topics: Quora.com Source: Quora.com
    20. 20. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
    21. 21. Source: Deana Goldasich
    22. 22. Source: Periodic Table of Content
    23. 23. “Don’t think OF the market ….think AS the market” Derek Halpern
    24. 24. …carefully Choose Your Words
    25. 25. Source
    26. 26. • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words
    27. 27. Anglo-Saxon Words • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set
    28. 28. Choose your words
    29. 29. Choose your words
    30. 30. …but don’t dumb it down Write like an 8th grader! Source: NN Group
    31. 31. HOW GOOGLE WORKS It’s simpler than you think.
    32. 32. Source: Moz, Search Engine Ranking Factors How Search Engines Work
    33. 33. Links = How trustworthy your site is On-Page = How relevant the page is Keyphrases = What the page is relevant to SEO (over) simplified
    34. 34. 1. Choosing Keywords
    35. 35. Keyphrases: 3 Criteria
    36. 36. Keywords and Trends Resource: Google Keyword Planner, Google Trends Google Keyword Planner Google Trends Suggests phrases 100+ 10 Search volume displayed as Specific numbers Relative Trending Geography Filter by location Map view
    37. 37. Search Volume
    38. 38. Search Trending Resource: Google Trends
    39. 39. Regional Interest Resource: Google Trends
    40. 40. • Top Ranking sites are famous (wikipedia, etc.) • Lots of AdWords ads • Have title tags that begin with the keyphrase Competition is high if…
    41. 41. What’s a <title> tag? …and it’s the link in Google search results! It appears above the address bar in your browser…
    42. 42. <title>Home</title>
    43. 43. Check Link Popularity Resource: Open Site Explorer
    44. 44. 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
    45. 45. • Local (change tactics/choose another phrase) • Videos (opportunity?) • Images • Products • News Check for Universal Search Results
    46. 46. Text Relevance
    47. 47. 2. Using Keywords
    48. 48. On-Page SEO: 4 Parts 1. Once at the beginning of the title <title> 2. Once in the first header <h1> 3. Four to six times in the body of the page 4. Links to the page from other pages on your site. Use the keyphrase in the links. Indicate the relevance!
    49. 49. Internal Linking Opportunities!
    50. 50. Rank!
    51. 51. 3. Link Popularity
    52. 52. Inbound Links, Backlinks A link from any 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.
    53. 53. links are credibility
    54. 54. more links = more credibility
    55. 55. links from credible sites = much more credibility
    56. 56. many outgoing links = less credibility per link
    57. 57. It’s good when the link text Includes the target keyword.
    58. 58. but if all the links include the target keyword, that’s bad.
    59. 59. Link Popularity and Domain Authority Resource: Open Site Explorer
    60. 60. Domain Authority over time… “Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.” Source: Moz
    61. 61. EXAMPLES Rank is relevance!
    62. 62. SEO is slow…and powerful
    63. 63. Email List Growth Grow your list fast
    64. 64. Before… After…
    65. 65. 1900% increase. Not bad!
    66. 66. Why it works 1.Prominence 2.Promise 3.Proof
    67. 67. GOOD
    68. 68. BAD
    69. 69. Numbers: Sent, Delivered, Opens and Clicks
    70. 70. Rates: Sent, Delivered, Opens and Clicks
    71. 71. Social Promotion Targeted sharing…
    72. 72. Targeted Sharing Source: FollowerWonk
    73. 73. Schedule, Automate
    74. 74. Stats of a Social Hustler
    75. 75. 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)
    76. 76. Where there’s traffic, there’s hope...
    77. 77. Ready? Let’s make some content!
    78. 78. Source: Headline Hacks
    79. 79. More here: Headline Hacks 52 Headline Hacks
    80. 80. 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!
    81. 81. Template & Tools
    82. 82. Thank you! Andy Crestodina @crestodina

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