CEO Roundtable - Content Strategy Presentation
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CEO Roundtable - Content Strategy Presentation



These are the slides from a presentation give on April 4th, 2013 for the CEO Roundtable.

These are the slides from a presentation give on April 4th, 2013 for the CEO Roundtable.



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CEO Roundtable - Content Strategy Presentation CEO Roundtable - Content Strategy Presentation Presentation Transcript

  • Andy Crestodina@crestodinaCEO RoundtableContent Strategy
  • - Guy Kawasaki“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.”
  • Howcontentworks… View slide
  • Where there’s traffic, there’s hope... View slide
  • Traffic: Social, Email, Search
  • “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
  • Don’t sell.Help your audience make abuying decision.
  • do they want to read?What
  • Obvious, right?
  • Your website is the mousetrap,Your content is the cheese…
  • 1. Keywords2. Q&A Sites3. ListeningSources of Topics
  • Finding Topics: Google Suggest
  • Finding Topics: UbersuggestSource:
  • Finding Topics: Google Keyword Tool
  • Finding Topics: Competitors’ RankSource:
  • Finding Topics: Analytics
  • Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
  • Finding Topics: Quora.comSource:
  • Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
  • Source: Deana Goldasich
  • Choose your words“Don’t think OF the market….think AS the market”Source: Social Triggers
  • Source: Ann Handley
  • Source: Ann Handley
  • should you sound?How
  • Source
  • • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
  • Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
  • Choose your words
  • Choose your words
  • …but don’t dumb it downWrite like an 8th grader!Source: NN Group
  • SEO has 3 parts
  • Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
  • Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
  • do I find these keywords?How
  • 3 Criteria for Choosing Keyphrases
  • Search VolumeResource: Google Keyword Tool
  • Search TrendingResource: Google Trends
  • RegionalInterestResource: Google Trends
  • • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
  • What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
  • Check Link PopularityResource: Open Site Explorer
  • Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
  • •Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
  • TextRelevance
  • Rank!
  • do I put these keywords?Where
  • On-Page SEO• Once at the beginning of the title <title>• Once in the first header <h1>• Four to six times in the body of the page• In links on other pages that link to the page.
  • More Internal Linking
  • Email List GrowthGrow your list fast
  • Before…After…
  • 1900% increase. Not bad!
  • Why it works1.Prominence2.Promise3.Proof
  • GOOD
  • BAD
  • Oh My! What a big list you have…
  • Ready?Let’s make some content!
  • More here: Headline Hacks52 Headline Hacks
  • Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words, use on-page SEO4. Share it through social media5. Send it as a newsletter…then watch your Analytics jump!
  • Template &Tools
  • Thank you!Andy Crestodina@crestodina