Andy Crestodina@crestodinaCEO RoundtableContent Strategy
- Guy Kawasaki“If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than mone...
Howcontentworks…
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
“Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
Don’t sell.Help your audience make abuying decision.
do they want to read?What
Obvious, right?
Your website is the mousetrap,Your content is the cheese…
1. Keywords2. Q&A Sites3. ListeningSources of Topics
Finding Topics: Google Suggest
Finding Topics: UbersuggestSource: Ubersuggest.org
Finding Topics: Google Keyword Tool
Finding Topics: Competitors’ RankSource: SpyFu.com
Finding Topics: Analytics
Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
Finding Topics: Quora.comSource: Quora.com
Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
Source: Deana Goldasich
Choose your words“Don’t think OF the market….think AS the market”Source: Social Triggers
Source: Ann Handley
Source: Ann Handley
should you sound?How
Source
• More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determined...
Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
Choose your words
Choose your words
…but don’t dumb it downWrite like an 8th grader!Source: NN Group
SEO has 3 parts
Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) ...
do I find these keywords?How
3 Criteria for Choosing Keyphrases
Search VolumeResource: Google Keyword Tool
Search TrendingResource: Google Trends
RegionalInterestResource: Google Trends
• Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompet...
What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
Check Link PopularityResource: Open Site Explorer
Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewe...
•Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Resu...
TextRelevance
Rank!
do I put these keywords?Where
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 t...
More Internal Linking
Email List GrowthGrow your list fast
Before…After…
1900% increase. Not bad!
Why it works1.Prominence2.Promise3.Proof
GOOD
BAD
Oh My! What a big list you have…
Ready?Let’s make some content!
More here: Headline Hacks52 Headline Hacks
Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words...
Template &Tools
Thank you!Andy Crestodina@crestodina
CEO Roundtable - Content Strategy Presentation
CEO Roundtable - Content Strategy Presentation
CEO Roundtable - Content Strategy Presentation
CEO Roundtable - Content Strategy Presentation
CEO Roundtable - Content Strategy Presentation
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CEO Roundtable - Content Strategy Presentation

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These are the slides from a presentation give on April 4th, 2013 for the CEO Roundtable.

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CEO Roundtable - Content Strategy Presentation

  1. 1. Andy Crestodina@crestodinaCEO RoundtableContent Strategy
  2. 2. - Guy Kawasaki“If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than money,you should focus on inbound marketing.”
  3. 3. Howcontentworks…
  4. 4. Where there’s traffic, there’s hope...
  5. 5. Traffic: Social, Email, Search
  6. 6. “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
  7. 7. Don’t sell.Help your audience make abuying decision.
  8. 8. do they want to read?What
  9. 9. Obvious, right?
  10. 10. Your website is the mousetrap,Your content is the cheese…
  11. 11. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
  12. 12. Finding Topics: Google Suggest
  13. 13. Finding Topics: UbersuggestSource: Ubersuggest.org
  14. 14. Finding Topics: Google Keyword Tool
  15. 15. Finding Topics: Competitors’ RankSource: SpyFu.com
  16. 16. Finding Topics: Analytics
  17. 17. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
  18. 18. Finding Topics: Quora.comSource: Quora.com
  19. 19. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
  20. 20. Source: Deana Goldasich
  21. 21. Choose your words“Don’t think OF the market….think AS the market”Source: Social Triggers
  22. 22. Source: Ann Handley
  23. 23. Source: Ann Handley
  24. 24. should you sound?How
  25. 25. Source
  26. 26. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
  27. 27. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
  28. 28. Choose your words
  29. 29. Choose your words
  30. 30. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
  31. 31. SEO has 3 parts
  32. 32. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
  33. 33. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
  34. 34. do I find these keywords?How
  35. 35. 3 Criteria for Choosing Keyphrases
  36. 36. Search VolumeResource: Google Keyword Tool
  37. 37. Search TrendingResource: Google Trends
  38. 38. RegionalInterestResource: Google Trends
  39. 39. • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
  40. 40. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
  41. 41. Check Link PopularityResource: Open Site Explorer
  42. 42. Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
  43. 43. •Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
  44. 44. TextRelevance
  45. 45. Rank!
  46. 46. do I put these keywords?Where
  47. 47. 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 that link to the page.
  48. 48. More Internal Linking
  49. 49. Email List GrowthGrow your list fast
  50. 50. Before…After…
  51. 51. 1900% increase. Not bad!
  52. 52. Why it works1.Prominence2.Promise3.Proof
  53. 53. GOOD
  54. 54. BAD
  55. 55. Oh My! What a big list you have…
  56. 56. Ready?Let’s make some content!
  57. 57. More here: Headline Hacks52 Headline Hacks
  58. 58. Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words, use on-page SEO4. Share it through social media5. Send it as a newsletter…then watch your Analytics jump!
  59. 59. Template &Tools
  60. 60. Thank you!Andy Crestodina@crestodina

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