Content Strategy: University of Chicago, Booth School of Business

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This presentation was given on 2/20/13 by Andy Crestodina at Booth Marketing Roundtable.

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  • Andy is by far one of the best speakers on this subject. His content strategy presentation is full of up-to-the-minute, real world examples with actionable information for all.
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  • Content Strategy: University of Chicago, Booth School of Business

    1. 1. Content StrategyAndy Crestodina@crestodina
    2. 2. “If you have more MONEY thanbrains, you should focus on outboundmarketing.If you have more BRAINS than money,you should focus on inbound marketing.” - Guy Kawasaki
    3. 3. Howcontentworks…
    4. 4. Where there’s traffic, there’s hope...
    5. 5. Traffic: Social, Email, Search
    6. 6. Content Strategists… “Achieve business goals bymaximizing the impact of content.” Source: Contentini
    7. 7. Don’t sell.Help your audience make a buying decision.
    8. 8. Whatdo they want to read?
    9. 9. Obvious, right?
    10. 10. Your website is the mousetrap, Your content is the cheese…
    11. 11. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
    12. 12. Finding Topics: Google Suggest
    13. 13. Finding Topics: UbersuggestSource: Ubersuggest.org
    14. 14. Finding Topics: Google Keyword Tool
    15. 15. Finding Topics: Competitors’ RankSource: SpyFu.com
    16. 16. Finding Topics: Analytics
    17. 17. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
    18. 18. Finding Topics: Quora.comSource: Quora.com
    19. 19. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
    20. 20. Source: Deana Goldasich
    21. 21. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
    22. 22. Source: Ann Handley
    23. 23. Source: Ann Handley
    24. 24. Howshould you sound?
    25. 25. Source
    26. 26. Latinate Words• More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit, construct, resist,deposit, imitate, determined
    27. 27. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
    28. 28. Choose your words
    29. 29. Choose your words
    30. 30. Write like an 8th grader! …but don’t dumb it down Source: NN Group
    31. 31. SEO has 3 parts
    32. 32. How Search Engines WorkSource: SEOmoz, 2011 Search Engine Ranking Factors
    33. 33. SEO (over) simplifiedLinks = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant to
    34. 34. Howdo I find these keywords?
    35. 35. 3 Criteria for Choosing Keyphrases
    36. 36. Search VolumeTextResource: Google Keyword Tool
    37. 37. Search TrendingResource: Google Trends
    38. 38. RegionalInterestResource: Google Trends
    39. 39. CompetitionCompetition is high if the sites on page one…• Are famous (wikipedia, etc.)• Have title tags that begin with the keyphrase• Lots of AdWords ads• Have a higher domain authority than you* *see Open Site Explorer
    40. 40. What’s a <title> tag?It’s the link in Google search results…It appears above the address bar in your browser…
    41. 41. Check for Universal Search Results•Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• News
    42. 42. RelevanceText
    43. 43. 52 Headline HacksMore here: Headline Hacks
    44. 44. Wheredo I put these keywords?
    45. 45. 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.
    46. 46. More Internal Linking
    47. 47. Email List Growth Grow your list fast
    48. 48. Before…After…
    49. 49. 1900% increase. Not bad!
    50. 50. Why it works1.Prominence2.Promise3.Proof
    51. 51. GOOD
    52. 52. BAD
    53. 53. Oh My! What a big list you have…
    54. 54. Do this tomorrow…1. Finda relevant topic2. Research keyphrases, pick a phrase that aligns with thetopic3. Write 500 words, use on-page SEO4. Share it through social media5. Send it as a newsletter …watch your Analytics jump!
    55. 55. Template &Tools
    56. 56. Thank you!Andy Crestodina@crestodina

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