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

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Content strategy and SEO

Content strategy and SEO

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  • 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.

Transcript

  • 1. IT‟S ONLY WORDS?Working with Content Strategy Charlie Peverett
  • 2. The story so far
  • 3. The story so far SEO
  • 4. The story so far UX SEOdesigners
  • 5. The story so far UX SEOdesignersEditors
  • 6. The story so far UX SEOdesignersEditors Ordinary decent citizens
  • 7. The story so far UX SEOdesigners WebEditors 2 point Tot0 Ordinary decent citizens
  • 8. The story so far UX SEOdesigners WTF? WebEditors 2 point Tot0 Ordinary decent citizens
  • 9. Web 2 Point Toto
  • 10. I like to pullback curtains.
  • 11. When I pullthat curtain back…
  • 12. EVERYONE WILL SEE!
  • 13. So I saw this presentationfrom a white-hat SEOcompany, and it went likethis…
  • 14. “Three important ways toimprove your visibility insearch:”
  • 15. Social sharing buttons ☑
  • 16. Social sharing buttons ☑Great content ☑
  • 17. Social sharing buttons ☑Great content ☑[something else] ☑
  • 18. “We‟re going to need a bigger checkbox”
  • 19. What do we mean by „content‟?
  • 20. What do we mean by „content‟? • words • pictures • video • audio • tools • data • [etc]
  • 21. What do we mean by „content‟? • words • pictures • • • • video audio tools data } • [etc]
  • 22. What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } • [etc]
  • 23. What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } The assets with which we communicate with • [etc] our users
  • 24. Who creates content online?
  • 25. Who creates content online? 2001: IT, SEO, early e-commerce
  • 26. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services
  • 27. 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.
  • 28. That means, in 2012: Content is political It‟s often expected to achieve multiple objectives „Great content‟ is expensive
  • 29. Social sharing buttons ☑Great content ☑[something else] ☑
  • 30. Content strategy: “The practice of planning for content creation, delivery, and governance.” - Kristina Halvorson
  • 31. UGCPR Different activitiesCustomer service }ProductSEO
  • 32. EngagementAwareness Different objectivesRetention }SalesVisibility
  • 33. Engagement [largely manifesting as]Awareness ContentRetentionSalesVisibility
  • 34. Engagement [all potentially seen by]Awareness UsersRetentionSalesVisibility
  • 35. Visibility Sales Retention Engagement Awareness [and therefore increasingly important to] Brand
  • 36. EngagementAwareness Content strategy Brand UsersRetentionSalesVisibility
  • 37. Tips for working withcontent strategy
  • 38. 1.) Speak the same language
  • 39. “Linkbait” 
  • 40. “Linkbait” “Over-optimisation” 
  • 41. “Linkbait” “Over-optimisation” “Using bloggers” 
  • 42. 2.) Read *that* book
  • 43. 2.) Read *that* book
  • 44. And thisone.It‟s free![/shamelessplug]
  • 45. 3.) Know your value
  • 46. Search insight is valuable at every stage EvaluationDiscovery Objectives Strategic planning Program implementation
  • 47. There arejust a lotmore voicesaround thetable
  • 48. Thanks! Charlie Peverett @cpev
  • 49. 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