Content Creation 101, SMX Sydney 2011


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Slide deck from Castleford Media's presentation at Online Marketer / SMX Sydney in April 2011. How to build a successful content strategy for your website.

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Content Creation 101, SMX Sydney 2011

  1. 1. Content Creation 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 ContentUnique and relevant content.... ...why bother?
  4. 4. Getting Discovered • Users spend longer looking at organic results than paid (User Centric) • Top 10 organic results all get better clickthrough than paid results (eight- eleven) • 50% of consumers prefer sites with more than one result in SERPs (Performics) • 73% of consumers prefer articles to advertisements (Custom Content Council) • Google says: Create unique and compelling content on your site and the web in general (Webmaster Blog) • Panda favours sites with unique content
  5. 5. Crawlability and SurfabilityInvesting in content enables you to create a website structure that both Google’scrawler and your human visitors can easily navigate.A simple, flat structure like this one makes very specific pages deep within your siteaccessible within a few clicks of your homepage.More pages means more tailored and more relevant results.
  6. 6. 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)
  7. 7. 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.
  8. 8. 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.
  9. 9. 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
  10. 10. Part 2 Your Content StrategyThe right content mix... ...and good on-page SEO
  11. 11. 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
  12. 12. On-page SEO
  13. 13. 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
  14. 14. 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
  15. 15. Sourcing Your Content Short-term agreements, no tie-in Established writing expertise Restricted scalability Limited back-up High cost per article Freelance Writers
  16. 16. Sourcing Your Content Existing expertise Complementary skills Resilience and scalability Degree of detachment Contract tie-ins Third Party Suppliers
  17. 17. 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
  18. 18. 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:
  19. 19. About CastlefordCustom news, blogs and evergreen content for websites andsocial