It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK
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It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK
- 1. IT‟S ONLY WORDS? Working with Content Strategy Charlie Peverett
- 2. The story so far
- 3. The story so far SEO
- 4. The story so far UX SEO designers
- 5. The story so far UX SEO designers Editors
- 6. The story so far UX SEO designers Editors Ordinary decent citizens
- 7. The story so far UX SEO designers Web Editors 2 point Tot0 Ordinary decent citizens
- 8. The story so far UX SEO designers WTF? Web Editors 2 point Tot0 Ordinary decent citizens
- 9. Web 2 Point Toto
- 10. I like to pull back curtains.
- 11. When I pull that curtain back…
- 13. So I saw this presentation from a white-hat SEO company, and it went like this…
- 14. “Three important ways to improve your visibility in search:”
- 15. Social sharing buttons ☑
- 16. Social sharing buttons ☑ Great content ☑
- 17. Social sharing buttons ☑ Great content ☑ [something else] ☑
- 18. “We‟re going to need a bigger checkbox”
- 19. What do we mean by „content‟?
- 20. What do we mean by „content‟? • words • pictures • video • audio • tools • data • [etc]
- 21. What do we mean by „content‟? • words • pictures • • • • video audio tools data } • [etc]
- 22. What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } • [etc]
- 23. What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } The assets with which we communicate with • [etc] our users
- 24. Who creates content online?
- 25. Who creates content online? 2001: IT, SEO, early e-commerce
- 26. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services
- 27. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services 2012: IT, SEO, e-commerce, customer services, brand, PR, CSR, the CEO, six different retained agencies, that bloke down the street, your gran, etc.
- 28. That means, in 2012: Content is political It‟s often expected to achieve multiple objectives „Great content‟ is expensive
- 29. Social sharing buttons ☑ Great content ☑ [something else] ☑
- 30. Content strategy: “The practice of planning for content creation, delivery, and governance.” - Kristina Halvorson
- 31. UGC PR Different activities Customer service } Product SEO
- 32. Engagement Awareness Different objectives Retention } Sales Visibility
- 33. Engagement [largely manifesting as] Awareness Content Retention Sales Visibility
- 34. Engagement [all potentially seen by] Awareness Users Retention Sales Visibility
- 35. Visibility Sales Retention Engagement Awareness [and therefore increasingly important to] Brand
- 36. Engagement Awareness Content strategy Brand Users Retention Sales Visibility
- 37. Tips for working with content strategy
- 38. 1.) Speak the same language
- 39. “Linkbait”
- 40. “Linkbait” “Over-optimisation”
- 41. “Linkbait” “Over-optimisation” “Using bloggers”
- 42. 2.) Read *that* book
- 43. 2.) Read *that* book
- 45. 3.) Know your value
- 46. Search insight is valuable at every stage Evaluation Discovery Objectives Strategic planning Program implementation
- 47. There are just a lot more voices around the table
- 48. Thanks! Charlie Peverett @cpev
- 49. Image credits Satsuma image licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 License by the Soil-Net Library at Cranfield University http://www.soil-net.com/album/Plants/Fruit_Veg/slides/FruitVeg%20Satsuma.html Cliché swear box and Lorem Ipsum t-shirt images by @cpev http://www.flickr.com/photos/cpev Sparrows at table – “Feeding frenzy” by photogramma1, on Flickr http://www.flickr.com/photos/photogramma1/4002693159
Editor's Notes
- Arriving at an SEO agency in 2007
- Found out stuff about how Google & search marketing worked
- Shocking
- Shocking
- Shocking
- But social media (aka Web 2 point Toto) has pulled back the curtain on this and lots of other behind-the-scenes practices
- And we’re not in Kansas anymore.
- Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- Add tick boxes on right
- Add tick boxes on right
- I can’t remember what the third one was. “Get Justin Bieber to link to you on Twitter”, probably. I was too distracted by the ‘Great content’ line. [Add tick boxes on right]
- OR A SHARK WILL BITE YOU ON THE ARSE
- I know I should do transitions but that’s some kind of witchcraft.
- Ergo, it’s not the kind of thing you’re going to tick off in a checkbox.If we continually to treat content as though it is a fix, we will get bitten on the arse by the great white shark of reality. [Add tick boxes on right]
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- Words that should be banned #1.‘Linkbait’ could make the person you’re talking to a little bit sick in the mouth.If you make the person you’re talking to a little bit sick in the mouth, they may not be able to talk to you very well, as they’ll be holding sick in their mouth.
- Optimisation = to make the best. Over-optimisation: making stuff *too* good? Will Google penalise you for being *too good*?
- Does this really need any explanation?
- Read ‘Content Strategy for the Web’
- Read ‘Content Strategy for the Web’
- Read our iCrossing ebook… ‘How to plan a content strategy: a guide for online marketers’
- From keyword research and obstacle analysis, through planning and creating content to evaluation….
- SEO is now one of many voices around the same table
- This is my stupid T-shirt. http://www.flickr.com/photos/cpev/6123443244/in/photostream
- I want to marry Flickr and everyone on it.