Content Strategy at the Big Ooga!

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On Oct 2, 2012, Andy gave this presentation for Big Ooga! at the Catalyst Ranch in Chicago.

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Content Strategy at the Big Ooga!

  1. 1. Content Strategy 101Andy Crestodina@crestodina
  2. 2. Content Strategy
  3. 3. Content Strategists… “Achieve business goals bymaximizing the impact of content.” Source: Contentini
  4. 4. Whatdo they want to read?
  5. 5. Obvious, right?
  6. 6. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
  7. 7. Topics: Google Suggest
  8. 8. Topics: Google Keyword Tool
  9. 9. Topics: Analytics
  10. 10. Topics: Check the competition Source: SpyFu
  11. 11. Topics: LinkedIn Answers
  12. 12. Topics: Quora.com
  13. 13. Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
  14. 14. Source: Ann Handley
  15. 15. Source: Ann Handley
  16. 16. HowDo I use these phrases?
  17. 17. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
  18. 18. Source
  19. 19. Choose your wordsLatinate Words Anglo-Saxon Words- More formal - Less formal- Longer (polysyllabic) - Short (often monosyllabic)- Fancy, proper - Forceful, directExamples Examplesacquire, transmit, get, send, build, stop, put, mconstruct, resist, deposit, ock, setimitate, determined
  20. 20. Choose your wordsLatinateWould you do me the honor of introducingme to this female acquaintance of yours?Anglo-SaxonHey, that girl you were talking to is hot!Take me to her, will you?
  21. 21. Choose your words Write like an 8th grader! …but don’t dumb it down
  22. 22. 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 linking to the page
  23. 23. Internal Linking
  24. 24. Whereshould I put this stuff?
  25. 25. RelevanceText
  26. 26. Thanks!Andy Crestodina@orbiteers

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