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              ...
The story so far  UX                                SEOdesigners                   WTF?           WebEditors              ...
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                } •   [...
What do we mean by „content‟? •   words          in short: •   pictures • • • •     video     audio     tools     data    ...
What do we mean by „content‟? •   words          in short: •   pictures • • • •     video     audio     tools     data    ...
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, S...
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.”              - Kristi...
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       ...
EngagementAwareness                     Content strategy                         Brand             UsersRetentionSalesVisi...
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   Objectiv...
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-...
Upcoming SlideShare
Loading in...5
×

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

3,953

Published on

Content strategy and SEO

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,953
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
26
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • 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

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

      Clipping is a handy way to collect important slides you want to go back to later.

    ×