Content Strategy
Andy Crestodina
@crestodina
If you have more MONEY than brains, you
should focus on outbound marketing.
If you have more BRAINS than money,
you should...
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid (Budget) Owned, Earned (Brains)
Hype Help
The Funnel
Traffic x Conversion Rate =
Leads
…so let’s make it simple
How
content
works…
Search + Social + Email = Content Marketing
Traffic: Social, Email, Search
do they want to read?
What
Help your audience
make a buying decision.
Obvious, right?
Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman
1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics
Finding Topics: Google Suggest
Finding Topics: Ubersuggest
Source: Ubersuggest.org
Finding Topics: Soovle
Source: Soovle.com
Google
Keyword
Planner
Finding Topics: Competitors’ Rank
Source: iSpionage
Finding Topics: Analytics
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
Finding Topics: Quora.com
Source: Quora.com
Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories
Source: Deana Goldasich
“Don’t think OF the market
….think AS the market”
Derek Halpern
HOW GOOGLE
WORKS
It’s simpler than you think.
This is why Google won…
Source: MOZ, 2013 Search Ranking Factors
Search Ranking Factors
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (ove...
1. Choosing
Keywords
Keyphrases: 3 Criteria
VOLUME
How many people are searching for it?
Search Volume
Search Trending
Resource: Google Trends
Regional
Interest
Resource: Google Trends
Text
Many Sections, Many Phrases
COMPETITION
Check Link Popularity
Resource: Open Site Explorer
Link Popularity / Domain Authority
20 40 60 80
#unfair
Their Authority…
Resource: MOZ Analytics *paid
2. Using
Keywords
Use the phrase in 4 places
1. Title
2. Header
3. Body Text
4. Internal Links
Indicate the relevance!
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your brow...
<title>Home</title><title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too
aggressive!
4. Internal Links
1.Link from older pages
to the new page
2. Use the keyphrase
as the text in the links…
Resource: Interna...
Internal Linking
Opportunities!
3. Link
Popularity
links are credibility
more links = more credibility
links from credible sites =
much more credibility
many outgoing links =
less credibility per link
It’s good when the link text
Includes the target keyword.
but if all the links include the
target keyword, that’s bad.
Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted...
EXAMPLES
Rank is relevance!
200 visits / month
275 visits / month
415 visits / month
3500 visits / month
SEO is slow…and powerful
Where there’s traffic, there’s hope...
CRO
Conversion Rate Optimization
70
Conversion Report
71
Why Do Visitors Convert?
When you say it, it’s marketing.
When they say it, it’s social proof.
Social Proof and Testimonials
74
Never Make a Testimonials Page
75
Subsequent Conversions
76
Subsequent Conversions
LIST GROWTH
POP QUIZ!
a. Illegal
b. Rude
c. Ineffective
d. …all of the above
Sending unsolicited email is…
M
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
Sender Name
Sender Name = Human
“Be a person.”
- Sonia Simone
Hi Andy,
One of the business owners from Goldman
Sachs program took your advice to use her
name in her 'from' email. As a ...
Campaign Tracking
Thank you, Email!
Ready?
Let’s make some content!
Source: Headline Hacks
More here: Headline Hacks
52 Headline Hacks
Do this tomorrow…
1. Find a relevant topic
2. Research keyphrases, pick a phrase that
aligns with the topic
3. Write 1000 ...
Template &
Tools
Thank you!
Andy Crestodina
@crestodina
Content strategy 2014
Content strategy 2014
Content strategy 2014
Content strategy 2014
Content strategy 2014
Content strategy 2014
Content strategy 2014
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Content strategy 2014

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Overview of traffic sources, topics, search engine optimization and email list growth. A tactical approach to the basics of content marketing.

Published in: Marketing, Technology, Design

Content strategy 2014

  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. The Funnel
  5. 5. Traffic x Conversion Rate = Leads …so let’s make it simple
  6. 6. How content works…
  7. 7. Search + Social + Email = Content Marketing
  8. 8. Traffic: Social, Email, Search
  9. 9. do they want to read? What
  10. 10. Help your audience make a buying decision.
  11. 11. Obvious, right?
  12. 12. Your website is the mousetrap, Your content is the cheese… - Barry Feldman
  13. 13. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics
  14. 14. Finding Topics: Google Suggest
  15. 15. Finding Topics: Ubersuggest Source: Ubersuggest.org
  16. 16. Finding Topics: Soovle Source: Soovle.com
  17. 17. Google Keyword Planner
  18. 18. Finding Topics: Competitors’ Rank Source: iSpionage
  19. 19. Finding Topics: Analytics
  20. 20. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
  21. 21. Finding Topics: Quora.com Source: Quora.com
  22. 22. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
  23. 23. Source: Deana Goldasich
  24. 24. “Don’t think OF the market ….think AS the market” Derek Halpern
  25. 25. HOW GOOGLE WORKS It’s simpler than you think.
  26. 26. This is why Google won…
  27. 27. Source: MOZ, 2013 Search Ranking Factors Search Ranking Factors
  28. 28. Links = How trustworthy your site is On-Page = How relevant the page is Keyphrases = What the page is relevant to SEO (over) simplified
  29. 29. 1. Choosing Keywords
  30. 30. Keyphrases: 3 Criteria
  31. 31. VOLUME How many people are searching for it?
  32. 32. Search Volume
  33. 33. Search Trending Resource: Google Trends
  34. 34. Regional Interest Resource: Google Trends
  35. 35. Text Many Sections, Many Phrases
  36. 36. COMPETITION
  37. 37. Check Link Popularity Resource: Open Site Explorer
  38. 38. Link Popularity / Domain Authority 20 40 60 80 #unfair
  39. 39. Their Authority… Resource: MOZ Analytics *paid
  40. 40. 2. Using Keywords
  41. 41. Use the phrase in 4 places 1. Title 2. Header 3. Body Text 4. Internal Links Indicate the relevance!
  42. 42. 1. Title: Once in the beginning …and it’s the link in Google search results! It appears above the address bar in your browser…
  43. 43. <title>Home</title><title>Home</title>
  44. 44. 2. Header: once, anywhere
  45. 45. 3. Body: 4 - 6 Times
  46. 46. Don’t be too aggressive!
  47. 47. 4. Internal Links 1.Link from older pages to the new page 2. Use the keyphrase as the text in the links… Resource: Internal Linking
  48. 48. Internal Linking Opportunities!
  49. 49. 3. Link Popularity
  50. 50. links are credibility
  51. 51. more links = more credibility
  52. 52. links from credible sites = much more credibility
  53. 53. many outgoing links = less credibility per link
  54. 54. It’s good when the link text Includes the target keyword.
  55. 55. but if all the links include the target keyword, that’s bad.
  56. 56. Not ranking on Page One? A. Write a guest post on a similar topic B. Link to the page from the guest post C. Get it posted on a site with high authority D. Improve the page however possible! Link, Link, Nudge, Nudge!
  57. 57. EXAMPLES Rank is relevance!
  58. 58. 200 visits / month
  59. 59. 275 visits / month
  60. 60. 415 visits / month
  61. 61. 3500 visits / month
  62. 62. SEO is slow…and powerful
  63. 63. Where there’s traffic, there’s hope...
  64. 64. CRO Conversion Rate Optimization
  65. 65. 70 Conversion Report
  66. 66. 71 Why Do Visitors Convert?
  67. 67. When you say it, it’s marketing. When they say it, it’s social proof. Social Proof and Testimonials
  68. 68. 74 Never Make a Testimonials Page
  69. 69. 75 Subsequent Conversions
  70. 70. 76 Subsequent Conversions
  71. 71. LIST GROWTH
  72. 72. POP QUIZ! a. Illegal b. Rude c. Ineffective d. …all of the above Sending unsolicited email is… M
  73. 73. Before… After…
  74. 74. 1900% increase. Not bad!
  75. 75. Why it works 1.Prominence 2.Promise 3.Proof
  76. 76. GOOD
  77. 77. BAD
  78. 78. Sender Name
  79. 79. Sender Name = Human “Be a person.” - Sonia Simone
  80. 80. Hi Andy, One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%. People also responded to the email so it helped with customer service and client interaction. Jason
  81. 81. Campaign Tracking Thank you, Email!
  82. 82. Ready? Let’s make some content!
  83. 83. Source: Headline Hacks
  84. 84. More here: Headline Hacks 52 Headline Hacks
  85. 85. Do this tomorrow… 1. Find a relevant topic 2. Research keyphrases, pick a phrase that aligns with the topic 3. Write 1000 words, use on-page SEO 4. Share it through social media 5. Send it as a newsletter …then watch your Analytics jump!
  86. 86. Template & Tools
  87. 87. Thank you! Andy Crestodina @crestodina
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