KMG Symposium 2013, Content Strategy by Andy Crestodina from Orbit Media

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KMG Symposium 2013, Content Strategy by Andy Crestodina from Orbit Media

  1. 1. Content StrategyAndy Crestodina@crestodina
  2. 2. - 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.”
  3. 3. Howcontentworks…
  4. 4. Where there’s traffic, there’s hope...
  5. 5. Traffic: Social, Email, Search
  6. 6. Source: Website Traffic Sources
  7. 7. Help you audience make abuying decisionDON’T SELL
  8. 8. Obvious, right?
  9. 9. Your website is the mousetrap,Your content is the cheese…
  10. 10. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
  11. 11. Finding Topics: Google Suggest
  12. 12. Finding Topics: UbersuggestSource: Ubersuggest.org
  13. 13. Finding Topics: Google Keyword Tool
  14. 14. Finding Topics: Competitors’ RankSource: SpyFu.com
  15. 15. Finding Topics: Analytics
  16. 16. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
  17. 17. Finding Topics: Quora.comSource: Quora.com
  18. 18. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
  19. 19. Source: Deana Goldasich
  20. 20. Source: Periodic Table of Content
  21. 21. “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. Pick some good ones!Chooseyour words
  25. 25. Source
  26. 26. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
  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. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
  31. 31. SEO has 3 parts
  32. 32. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
  33. 33. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
  34. 34. do I find these keywords?How
  35. 35. 3 Criteria for Choosing Keyphrases
  36. 36. Search VolumeResource: Google Keyword Tool
  37. 37. Search TrendingResource: Google Trends
  38. 38. RegionalInterestResource: Google Trends
  39. 39. Check Link PopularityResource: Open Site Explorer
  40. 40. 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
  41. 41. • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
  42. 42. TextRelevance
  43. 43. do I put these keywords?Where
  44. 44. On-Page SEO: 4 Parts1. <title> Once at the beginning of the title2. <h1> Once in the first header3. Four to six times in the body of the page4. In links to the page from other pages
  45. 45. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
  46. 46. <title>Home</title>
  47. 47. Rank!
  48. 48. Email List GrowthGrow your list fast
  49. 49. Before…After…
  50. 50. 1900% increase. Not bad!
  51. 51. Why it works1. Prominence2. Promise3. Proof
  52. 52. GOOD
  53. 53. BAD
  54. 54. List Growth…
  55. 55. Ready?Let’s make some content!
  56. 56. Source: Headline Hacks
  57. 57. More here: Headline Hacks52 Headline Hacks
  58. 58. 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!
  59. 59. Template &Tools
  60. 60. Thank you!Andy Crestodina@crestodina

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