Content StrategyAndy Crestodina@crestodina#SMMS13
- Guy Kawasaki“If you have more MONEY thanbrains, you should focus on outboundmarketing.If you have more BRAINS than money...
Howcontentworks…
Where there’s traffic, there’s hope...
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: Ubersuggest.org
Finding Topics: Google Keyword Tool
Finding Topics: Competitors’ RankSource: SpyFu.com
Finding Topics: Analytics
Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
Finding Topics: Quora.comSource: Quora.com
Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
Source: Deana Goldasich
Source: Periodic Table of Content
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, determin...
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) ...
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 keyphraseCompet...
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 fewe...
• Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Re...
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 t...
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...
Template &Tools
Thank you!Andy Crestodina@crestodina#SMMS13
Social Media Masters Summit: Content Strategy
Social Media Masters Summit: Content Strategy
Social Media Masters Summit: Content Strategy
Social Media Masters Summit: Content Strategy
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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.

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  • Social Media Masters Summit: Content Strategy

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