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Social Media Masters Summit: Content Strategy

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These are slides from a Content Strategy presentation at the Social Media Masters Summit on May 1, 2013.

These are slides from a Content Strategy presentation at the Social Media Masters Summit on May 1, 2013.

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  • Ask the audience about the sources of topics.
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    • 1. Content StrategyAndy Crestodina@crestodina#SMMS13
    • 2. - Guy Kawasaki“If you have more MONEY thanbrains, you should focus on outboundmarketing.If you have more BRAINS than money,you should focus on inbound marketing.”
    • 3. Howcontentworks…
    • 4. Where there’s traffic, there’s hope...
    • 5. Traffic: Social, Email, Search
    • 6. “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
    • 7. Don’t sell.Help your audience make abuying decision.
    • 8. do they want to read?What
    • 9. Obvious, right?
    • 10. Your website is the mousetrap,Your content is the cheese…
    • 11. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
    • 12. Finding Topics: Google Suggest
    • 13. Finding Topics: UbersuggestSource: Ubersuggest.org
    • 14. Finding Topics: Google Keyword Tool
    • 15. Finding Topics: Competitors’ RankSource: SpyFu.com
    • 16. Finding Topics: Analytics
    • 17. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
    • 18. Finding Topics: Quora.comSource: Quora.com
    • 19. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
    • 20. Source: Deana Goldasich
    • 21. Source: Periodic Table of Content
    • 22. Choose your words“Don’t think OF the market….think AS the market”Source: Social Triggers
    • 23. Source: Ann Handley
    • 24. Source: Ann Handley
    • 25. should you sound?How
    • 26. Source
    • 27. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit, construct, resist,deposit, imitate, determinedLatinate Words
    • 28. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
    • 29. Choose your words
    • 30. Choose your words
    • 31. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
    • 32. SEO has 3 parts
    • 33. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
    • 34. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
    • 35. do I find these keywords?How
    • 36. 3 Criteria for Choosing Keyphrases
    • 37. Search VolumeResource: Google Keyword Tool
    • 38. Search TrendingResource: Google Trends
    • 39. RegionalInterestResource: Google Trends
    • 40. • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
    • 41. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
    • 42. Check Link PopularityResource: Open Site Explorer
    • 43. 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
    • 44. • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
    • 45. TextRelevance
    • 46. Rank!
    • 47. do I put these keywords?Where
    • 48. 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.
    • 49. More Internal Linking
    • 50. Email List GrowthGrow your list fast
    • 51. Before…After…
    • 52. 1900% increase. Not bad!
    • 53. Why it works1.Prominence2.Promise3.Proof
    • 54. GOOD
    • 55. BAD
    • 56. Oh My! What a big list you have…
    • 57. Ready?Let’s make some content!
    • 58. More here: Headline Hacks52 Headline Hacks
    • 59. 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!
    • 60. Template &Tools
    • 61. Thank you!Andy Crestodina@crestodina#SMMS13

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