• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK
 

It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK

on

  • 4,200 views

Content strategy and SEO

Content strategy and SEO

Statistics

Views

Total Views
4,200
Views on SlideShare
2,671
Embed Views
1,529

Actions

Likes
3
Downloads
25
Comments
0

10 Embeds 1,529

http://www.redorbluedigital.com 795
http://www.siliconbeachtraining.co.uk 642
http://wasimismail.com 38
http://www.icrossing.co.uk 28
http://feeds.feedburner.com 15
http://silicon-beach-build 6
http://es.flavors.me 2
http://us-w1.rockmelt.com 1
http://flavors.me 1
http://pt.flavors.me 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Arriving at an SEO agency in 2007
  • Found out stuff about how Google & search marketing worked
  • Shocking
  • Shocking
  • Shocking
  • But social media (aka Web 2 point Toto) has pulled back the curtain on this and lots of other behind-the-scenes practices
  • And we’re not in Kansas anymore.
  • Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
  • Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
  • Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
  • Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
  • Add tick boxes on right
  • Add tick boxes on right
  • I can’t remember what the third one was. “Get Justin Bieber to link to you on Twitter”, probably. I was too distracted by the ‘Great content’ line. [Add tick boxes on right]
  • OR A SHARK WILL BITE YOU ON THE ARSE
  • I know I should do transitions but that’s some kind of witchcraft.
  • Ergo, it’s not the kind of thing you’re going to tick off in a checkbox.If we continually to treat content as though it is a fix, we will get bitten on the arse by the great white shark of reality. [Add tick boxes on right]
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
  • Words that should be banned #1.‘Linkbait’ could make the person you’re talking to a little bit sick in the mouth.If you make the person you’re talking to a little bit sick in the mouth, they may not be able to talk to you very well, as they’ll be holding sick in their mouth.
  • Optimisation = to make the best. Over-optimisation: making stuff *too* good? Will Google penalise you for being *too good*?
  • Does this really need any explanation?
  • Read ‘Content Strategy for the Web’
  • Read ‘Content Strategy for the Web’
  • Read our iCrossing ebook… ‘How to plan a content strategy: a guide for online marketers’
  • From keyword research and obstacle analysis, through planning and creating content to evaluation….
  • SEO is now one of many voices around the same table
  • This is my stupid T-shirt. http://www.flickr.com/photos/cpev/6123443244/in/photostream
  • I want to marry Flickr and everyone on it.

It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK Presentation Transcript

  • IT‟S ONLY WORDS?Working with Content Strategy Charlie Peverett
  • The story so far
  • The story so far SEO
  • The story so far UX SEOdesigners
  • The story so far UX SEOdesignersEditors
  • The story so far UX SEOdesignersEditors Ordinary decent citizens
  • The story so far UX SEOdesigners WebEditors 2 point Tot0 Ordinary decent citizens
  • The story so far UX SEOdesigners WTF? WebEditors 2 point Tot0 Ordinary decent citizens
  • Web 2 Point Toto
  • I like to pullback curtains.
  • When I pullthat curtain back…
  • EVERYONE WILL SEE!
  • So I saw this presentationfrom a white-hat SEOcompany, and it went likethis…
  • “Three important ways toimprove your visibility insearch:”
  • Social sharing buttons ☑
  • Social sharing buttons ☑Great content ☑
  • Social sharing buttons ☑Great content ☑[something else] ☑
  • “We‟re going to need a bigger checkbox”
  • What do we mean by „content‟?
  • What do we mean by „content‟? • words • pictures • video • audio • tools • data • [etc]
  • What do we mean by „content‟? • words • pictures • • • • video audio tools data } • [etc]
  • What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } • [etc]
  • What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } The assets with which we communicate with • [etc] our users
  • Who creates content online?
  • Who creates content online? 2001: IT, SEO, early e-commerce
  • Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services
  • Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services 2012: IT, SEO, e-commerce, customer services, brand, PR, CSR, the CEO, six different retained agencies, that bloke down the street, your gran, etc.
  • That means, in 2012: Content is political It‟s often expected to achieve multiple objectives „Great content‟ is expensive
  • Social sharing buttons ☑Great content ☑[something else] ☑
  • Content strategy: “The practice of planning for content creation, delivery, and governance.” - Kristina Halvorson
  • UGCPR Different activitiesCustomer service }ProductSEO
  • EngagementAwareness Different objectivesRetention }SalesVisibility
  • Engagement [largely manifesting as]Awareness ContentRetentionSalesVisibility
  • Engagement [all potentially seen by]Awareness UsersRetentionSalesVisibility
  • Visibility Sales Retention Engagement Awareness [and therefore increasingly important to] Brand
  • EngagementAwareness Content strategy Brand UsersRetentionSalesVisibility
  • Tips for working withcontent strategy
  • 1.) Speak the same language
  • “Linkbait” 
  • “Linkbait” “Over-optimisation” 
  • “Linkbait” “Over-optimisation” “Using bloggers” 
  • 2.) Read *that* book
  • 2.) Read *that* book
  • And thisone.It‟s free![/shamelessplug]
  • 3.) Know your value
  • Search insight is valuable at every stage EvaluationDiscovery Objectives Strategic planning Program implementation
  • There arejust a lotmore voicesaround thetable
  • Thanks! Charlie Peverett @cpev
  • Image creditsSatsuma image licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 License by the Soil-Net Library atCranfield University http://www.soil-net.com/album/Plants/Fruit_Veg/slides/FruitVeg%20Satsuma.htmlCliché swear box and Lorem Ipsum t-shirt images by @cpevhttp://www.flickr.com/photos/cpevSparrows at table – “Feeding frenzy” by photogramma1, on Flickr http://www.flickr.com/photos/photogramma1/4002693159