Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Writing for the Web with Andy Crestodina

121 views

Published on

Learn 7 tips to get your content open, read and shared.

Published in: Marketing
  • Positions Available Now! We currently have several openings for writing workers.  http://t.cn/AieXS62G
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Writing for the Web with Andy Crestodina

  1. 1. @crestodina Andy Crestodina WRITING FOR THE WEB 7 Tips for getting read and shared #eventname
  2. 2. @crestodina #Event Weak Contributor Amazing Contributor Perceived Performance v. Actual Performance
  3. 3. @crestodina #event TOPICS
  4. 4. answerthepublic.com
  5. 5. answerthepublic.com
  6. 6. @crestodina #Event
  7. 7. @crestodina #eventname The two most powerful formats for content
  8. 8. @crestodina #Event source: Moz, BuzzSumo
  9. 9. @crestodina #Event source: Moz, BuzzSumo Most content gets no links and few shares
  10. 10. Steve Rayson Co-founder, Buzzsumo ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
  11. 11. Steve Rayson Co-founder, Buzzsumo ...if you want to create content that achieves a high level of both shares and links then you should concentrate on strong opinion original research
  12. 12. @crestodina #event The Power of Original Research
  13. 13. @crestodina #eventname Original Research Example One “What’s the lifespan of a website?”
  14. 14. @crestodina #eventname The average lifespan of a marketing website is 2 years 7 months
  15. 15. @crestodina #eventname Original Research Example Two “What website features are standard?”
  16. 16. @crestodina #eventname Original Research Example Three “How long does it take to write a blog post?”
  17. 17. source: 2018 Blogger Survey, Orbit Media
  18. 18. source: 2018 Blogger Survey
  19. 19. @crestodina #eventname “What do people in our industry often say but rarely support?”
  20. 20. @crestodina #eventname Find the missing stat
  21. 21. source: State of Original Research, Mantis Have you published original research in the last 12 months? Only 47% of companies publish original research
  22. 22. @crestodina #eventname High-growth firms are 3x as likely to publish original research as part of their content strategy source: Hinge Marketing
  23. 23. 10x Effort = 100x Results
  24. 24. Don’t take shortcuts; they take too long. Sonia Simone CCO, Copyblogger Media
  25. 25. @crestodina #event The Power of Strong Opinion
  26. 26. @crestodina #Event
  27. 27. @crestodina #Event
  28. 28. @crestodina #Event
  29. 29. @crestodina #Event
  30. 30. @crestodina #eventname What do you believe that most people would disagree with?
  31. 31. @crestodina #eventname What do you think will happen in the future that most people think is unlikely?
  32. 32. @crestodina #eventname What questions are people in your industry afraid to answer?
  33. 33. @crestodina #Event
  34. 34. @crestodina #Event
  35. 35. @crestodina #Event
  36. 36. @crestodina #Event
  37. 37. @crestodina #Event
  38. 38. @crestodina #Event
  39. 39. @crestodina #Event Best Practices to Consider: Changes That Might Improve Your Website Fix Your Funnel: 15 Things To Remove From Your Site Immediately
  40. 40. @crestodina #Event Best Practices to Consider: Changes That Might Improve Your Website Fix Your Funnel: 15 Things To Remove From Your Site Immediately
  41. 41. @crestodina #eventname Listening to your audience
  42. 42. “Would you mind answering this question?”
  43. 43. @crestodina #Event Email asking a question
  44. 44. @crestodina #Event Invitation to contribute to a roundup
  45. 45. “Would you mind answering this question?” “Sure! Here are a few thoughts. Is this helpful?”
  46. 46. Super detailed answers...
  47. 47. “Would you mind answering this question?” “Sure! Here are a few thoughts. Is this helpful?” “Wow! This is amazing. Thanks so much!”
  48. 48. @crestodina #Event ...exceed their expectations
  49. 49. @crestodina #Event
  50. 50. @crestodina #eventname Fast forward three years...
  51. 51. @crestodina #Event 68 questions answered from round ups 76 questions answered from email interviews 27 questions answered from clients and friends 171 total questions and answers +
  52. 52. Topics flow from sales to marketing Content flows from marketing to sales
  53. 53. Topics flow from sales to marketing Content flows from marketing to sales
  54. 54. @crestodina #eventname Never waste a good conversation by having it in private...
  55. 55. “My web designers are #@!&* and I’m tired of this $#*?!”
  56. 56. “My web designers are #@!&* and I’m tired of this $#*?!” “Sounds bad. I’m listening …and taking notes”
  57. 57. source: 27 Complaints About Web Design Companies, Orbit Media Why people hate their web designers
  58. 58. source: 27 Complaints About Web Design Companies, Orbit Media Why people hate their web designers
  59. 59. @crestodina #event HEADLINES
  60. 60. @crestodina #Event
  61. 61. What (and where) is a headline?
  62. 62. @crestodina #Event source: How to Write Great Headlines Every time you see a headline, you calculate cost / benefit
  63. 63. @crestodina #eventname The data about headlines and sharing
  64. 64. @crestodina #Event Number of Headline Words and Average FB Shares source: BuzzSumo
  65. 65. @crestodina #Event Number of Headline Words and Average FB Shares source: BuzzSumo
  66. 66. @crestodina #Event
  67. 67. @crestodina #Event
  68. 68. @crestodina #Event The curiosity gap and sharing
  69. 69. Top Facebook Headline Trigram Average FB Engagements Will make you 8961 This is why 4098 Can we guess 3199 Only x in 2398 The reason is 1609 Are freaking out 1559 X stunning photos 1425 Tears of joy 1387 Is what happens 1337 Will make you cry 1287 Source: Buzzsumo
  70. 70. Top Twitter Headline Trigrams Average Twitter Engagements This is what 174 For the first time 133 Things to know 123 X percent of 115 Will make you 114 Is the new 87 As it happened 86 First time in 80 Of all time 78 What happens when 73 Source: Buzzsumo
  71. 71. Most Engaging Trigrams That Start Headlines X reasons why These are the X things you Here are the This is what How to get This is the X stunning photos This is how X things that X of the X things to X ways to You can now This is why The x most The x best X things only How to make Why you should Source: Buzzsumo
  72. 72. Most Engaging Trigrams That End Headlines In the world Around the world In x years X years later Need to know In X days Of the year Melt your heart On social media To see this Of all time What he said Talking about it Is going viral For x years X years ago The first time See all day After x years Give you goosebumps Source: Buzzsumo
  73. 73. @crestodina #eventname “This is why these 10 stunning photos will make you cry tears of joy!”
  74. 74. Numbers and data
  75. 75. @crestodina #Event
  76. 76. @crestodina #Event
  77. 77. @crestodina #Event
  78. 78. @crestodina #Event Frontload the headline with impact / benefits
  79. 79. @crestodina #eventname Write many. Choose one!
  80. 80. @crestodina #Event • CoSchedule writes 25-30 headline variations • Buffer writes 25-30 headline variations • Orbit writes 5 headline variations Write many. Choose one!
  81. 81. @crestodina #event Search vs. Social
  82. 82. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
  83. 83. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
  84. 84. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
  85. 85. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
  86. 86. @crestodina #eventname Let’s try a few…
  87. 87. @crestodina #Event The 7 Habits of Highly Effective Marketers
  88. 88. @crestodina #Event The 7 Habits of Highly Effective Marketers
  89. 89. @crestodina #Event Web Design Standards: The 10 Best Practices on the Top 50 Websites
  90. 90. @crestodina #Event Web Design Standards: The 10 Best Practices on the Top 50 Websites
  91. 91. @crestodina #Event The Life Changing Magic of Deleting Old Content
  92. 92. @crestodina #Event The Life Changing Magic of Deleting Old Content
  93. 93. @crestodina #Event
  94. 94. @crestodina #Event Future Proof Your Search Rankings: 5 Tips for Semantic SEO
  95. 95. @crestodina #Event Future Proof Your Search Rankings: 5 Tips for Semantic SEO
  96. 96. @crestodina #event SEARCH & KEYWORDS
  97. 97. source: Backlinko Clicks by search position 400k 300k 200k 100k 1 10 20 30 40 50 Position Clicks
  98. 98. @crestodina #event The Big Trend
  99. 99. source
  100. 100. @crestodina #event Authority
  101. 101. How Google Works
  102. 102. Links are authority
  103. 103. more links = more authority
  104. 104. links from authoritative websites = much more authority
  105. 105. @crestodina #event How much authority do I have? How do I find out?
  106. 106. @crestodina #eventname It’s the likelihood that pages on your site will rank. It’s the value of a link from another site to your site.
  107. 107. @crestodina #event Estimating Competition Do we have a shot at this?
  108. 108. Checking keyword difficulty Source: MOZ Keyword Explorer
  109. 109. @crestodina #eventname IF YOUR AUTHORITY IS GREATER THAN THE KEYWORD DIFFICULTY... YOU’VE GOT A CHANCE
  110. 110. 1. Know your Domain Authority 2. Don’t expect to rank for a phrase if it’s way outside of your league! ACTION: Understand authority and competition More here: How to increase your Domain Authority
  111. 111. Source: Moz Link Explorer
  112. 112. Moz Keyword Explorer
  113. 113. MozBar Source: The MozBar Chrome Extension
  114. 114. @crestodina #eventname Don’t expect the highest authority pages to rank the highest
  115. 115. source: SparkToro
  116. 116. source: SparkToro
  117. 117. Shortcut!
  118. 118. @crestodina #event FORMATTING
  119. 119. @crestodina #Event source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit 20% is more likely. Readers don’t read
  120. 120. @crestodina #Event
  121. 121. @crestodina #Event source: 5 Easy Tips to Improve Every Blog Design Format for scanners
  122. 122. @crestodina #eventname Jason Fried Basecamp Short paragraphs get read. Long paragraphs get skimmed. Very long paragraphs get skipped.
  123. 123. @crestodina #eventname You’re not done publishing a new post until you have linked to it from an old post.
  124. 124. @crestodina #Event 1. Headers, subheads 2. Bullet lists, numbered lists 3. Bolding and Italics 4. Internal links 5. Multiple images Types of formatting
  125. 125. @crestodina #event WORDS
  126. 126. @crestodina #Event • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate words
  127. 127. @crestodina #Event • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set Anglo-Saxon words
  128. 128. @crestodina #Event
  129. 129. @crestodina #Event
  130. 130. @crestodina #Event “This was perhaps the most significant finding of the study”
  131. 131. @crestodina #Event “This was perhaps the most significant finding of the study” “This was perhaps the biggest finding of the study”
  132. 132. @crestodina #Event “This was perhaps the most significant finding of the study” “This might be the biggest finding of the study”
  133. 133. @crestodina #Event “This was perhaps the most significant finding of the study” “This might be the biggest finding of the survey”
  134. 134. @crestodina #Event source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience Success rates after rewriting a health care site for an 8th grade level readability… Write for 8th graders. Write for everyone.
  135. 135. @crestodina #Event
  136. 136. @crestodina #Event source: LA Times 1 in 10 Americans think HTML is an STD
  137. 137. @crestodina #event LENGTH
  138. 138. @crestodina #Event source: BuzzSumo dataset: OrbitMedia.com Long content gets shared more
  139. 139. @crestodina #Event source: HubSpot Word Count vs Average Linking Domains > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249 Long content gets linked to more
  140. 140. @crestodina #Event source: Moz, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words) Long content gets more links and shares
  141. 141. @crestodina #Event source: CoSchedule Long content ranks higher
  142. 142. @crestodina #Event source: Curata Long content generates more leads
  143. 143. source: 2018 Blogger Survey, Orbit Media
  144. 144. There is no such thing as attention span. There is only the quality of what you are viewing... People have an infinite attention span if you are entertaining them. Jerry Seinfeld Comedy Legend
  145. 145. @crestodina #eventname Each piece of content should be as long as necessary to cover the topic, and not one word longer.
  146. 146. @crestodina #event IMAGES
  147. 147. @crestodina #Event source: Twitter Media Blog, March 2014
  148. 148. @crestodina #Event source: Social Bakers, March 2014
  149. 149. @crestodina #eventname If you can’t write a caption for it, it’s a stock photo.
  150. 150. @crestodina #Event Eye-tracking studies show…
  151. 151. @crestodina #Event … you look where they look!
  152. 152. @crestodina #Event How to make a thumbnail with high CTR 1. Simple…so it looks good small 2. Headline …so they know what it’s about 3. Face …so it can convey emotion
  153. 153. @crestodina #event One image is not enough
  154. 154. @crestodina #eventname In a desert of text, images are water. Give your readers a sip!
  155. 155. source: 2018 Blogger Survey, Orbit Media
  156. 156. @crestodina #event COLLABORATION
  157. 157. @crestodina #Event
  158. 158. @crestodina #Event
  159. 159. @crestodina #Event
  160. 160. @crestodina #Event 1. Mention them in your content 2. Ask for a contributor quote 3. Include them in an expert roundup 4. Invite them to guest post 5. Deep dive interview 5 Ways to Collaborate
  161. 161. @crestodina #Event
  162. 162. @crestodina #eventname How many people are waiting for your article to go live? Make sure it’s not zero.
  163. 163. @crestodina #Event Share and mention
  164. 164. @crestodina #eventname An ally in creation is an ally in promotion.
  165. 165. @crestodina #Event
  166. 166. source: 2018 Blogger Survey, Orbit Media
  167. 167. @crestodina #eventname If you’re not making friends, you’re doing it wrong.
  168. 168. Friendships
  169. 169. @crestodina #event Write for Everyone
  170. 170. Blogger Collaborative Content Marketer
  171. 171. More blog posts Links, better quality, more friends
  172. 172. Nice blog, buddy! This is what great marketing looks like
  173. 173. Only 65% of bloggers write guest posts source: 2018 Blogger Survey
  174. 174. 1 in 3 of my articles is guest posts
  175. 175. @crestodina #eventname If you’re not making friends, you’re doing it wrong.
  176. 176. @crestodina #event What’s in it for me?
  177. 177. @crestodina #eventname Eugene Schwartz Copywriting legend Copy is never written. Copy is assembled.
  178. 178. @crestodina #Event
  179. 179. @crestodina #Event
  180. 180. @crestodina #Event
  181. 181. @crestodina #Event
  182. 182. @crestodina #Event
  183. 183. @crestodina #Event
  184. 184. @crestodina #Event
  185. 185. @crestodina #Event
  186. 186. @crestodina #eventname Make the best page on the internet for your topic.
  187. 187. @crestodina Andy Crestodina THANK YOU!

×