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Content creation 101, Online Marketer 2011


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Content Creation 101 looks at the benefits of producing unique content for your site and the web in general. It suggests some basic content strategy tips that you can apply to your site. This slide deck is an updated version of the Content Creation 101 we presented at SMX Sydney in April.

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Content creation 101, Online Marketer 2011

  1. 1. Content Creation 101 Getting your on-page copy correct: How keyword research, link building and copywriting go hand-in-hand.
  2. 2. About This Presentation1. The Case for Content2. Your Content Strategy3. Sourcing Your Content4. Bookmarks
  3. 3. Part 1 The Case for ContentProducing unique and relevant contentrequires time and, why bother?
  4. 4. Owning Your BrandWhen people search for your brand, make sure you dominate the top results... 1. Homepage 2. About us page 3. Contact us page 4. Company blog 5. Twitter profile 6. Facebook page 7. LinkedIn profile 8. SlideShare profile 9. Article on third party site 10.Directory listing
  5. 5. Getting Discovered• Majority of online purchases start with a search (groupm Search)• Top organic results get more eyeball time and a better clickthrough than paid results (User Centric / eight-eleven)• Google recommends that webmasters create “compelling content” in order to improve rankings, traffic and conversions• Recent algorithm changes, such as Panda, have placed a renewed emphasis on unique and relevant content (Webmaster Central Blog)• More relevant pages = more opportunities to get returned in search
  6. 6. Crawlability and SurfabilityInvesting in content enables you to create a website structure that both Google’scrawler and your human visitors can easily navigateA simple, flat structure like this one makes very specific pages deep within your siteaccessible within a few clicks of your homepageMore pages means more tailored and more relevant results
  7. 7. Link Bait and Social Sharing Unique, relevant content gives third parties something to link to, which means more traffic and better search results. It also gives you something to share via social media and RSS, which increases your reach and improves user engagement. “…great content that naturally has links, and some good social media marketing so that people are linking to it organically” (Matt Cutts) “…first you have to have great content... then you need to tell people about it… social media marketing can be a great way to do that.” (Webmaster Blog)
  8. 8. Exploiting the Long-tail Keyword research is about finding the middle ground between ultra-competitive, high-volume terms and easy-to-win terms that nobody is searching for. Adding new, specific pages populated with relevant, unique content helps you to exploit the long-tail. You give Google’s crawler and your target audience a more relevant and useful result.
  9. 9. Dwell Time and ConversionRelated content Relevant resultsI like red sports cars, so I’ll click on links When targeting long-tail keywords,to more content about red sports cars point traffic at specific pages on yourand spend more time on this site. site to increase conversion opportunities.
  10. 10. The Case for ContentBetter natural search performance• More fresh, unique and relevant pages that naturally feature your keywords.• Your site is growing and easy to navigate.• You’re producing something for third parties to share and link to. +Improved user experience• More relevant results that can compete on longer-tail searches and improve conversion• Easy navigation and lots of related content to improve dwell time
  11. 11. Part 2 Your Content StrategyThe right content mix... ...and good on-page SEO
  12. 12. Content MixStatic and Dynamic content complement one another, enabling you to build ahigh-value, content-rich website that always has something new to offer. Static Content Dynamic Content Landing pages Company blog Reference material Industry news How to Media releases Service descriptions UGC Product guides White papers Add new pages over Add new pages daily time
  13. 13. Static Content• Static content provides the permanent structure for your website• Relevant, substantive reference material to add value for your visitors, retain them for longer and boost your conversion rates• These pages can rank in search for your target keywords and attract links from third parties• Static pages will have a longer shelf life than blog posts and news stories, but they will need to be updated periodically• More quality indexed pages = more opportunities to get found
  14. 14. Dynamic Content• Dynamic content keeps your site fresh, encouraging repeat visits and regular crawling• Daily updates allow you to exploit trending topics and tap into the QDF element of Google’s algorithm• These shorter, more time-sensitive pages give you something to share on social media and can help you pick up longer tail search traffic• They provide the meat in your sandwich (newsletters, article marketing, social media)
  15. 15. Example If you owned a website called that sells men’s suits, shirts and other smart apparel, your content strategy might look something like this...Static• Product pages with detailed descriptions and images• Guides on how to dress for particular occasions, what to look for in a suitDynamic• A fashion blog with regular comment pieces on the latest trends• A fashion newsfeed reporting on new developments in the industry• The blog and newsfeed would both be used to provide content for email newsletters, social media and article marketing campaigns
  16. 16. On-page SEO
  17. 17. Writing Rules• Relevant to your audience• Unique to your website• Ongoing process for adding new static and dynamic pages• Sharing your content beyond your website• Best practice on-page SEO
  18. 18. Part 3 Sourcing Your Content Content will cost money wherever you get it from. Here is our quick rundown on 3 different options and the pros and cons for each:• Freelancers• Agency• In-house
  19. 19. Sourcing Your Content Short-term agreements, no tie-in Established writing expertise Restricted scalability Limited back-up High cost per article Freelance Writers
  20. 20. Sourcing Your Content Full control over the content creation process Long-term, large-scale content strategy Cover for sickness and holiday Training, management, legal liability Office space, tools, benefits In-house Writers
  21. 21. Sourcing Your Content Existing expertise Complementary skills Resilience and scalability Degree of detachment Contract tie-ins Third Party Suppliers
  22. 22. BookmarksGoogle Analytics: Webmaster Central: by SEO Book: Spy: Samurai : Keyword Tool: Wonder Wheel: Suggest by SEO Book: Blog: Engine Land: Cutts Blog: Centric: Content Council:
  23. 23. About CastlefordCustom news, blogs and evergreen content for websites andsocial