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Publicity Club of Chicago Semiar


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These slides are from our 3-hour content marketing seminar. Enjoy!

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Publicity Club of Chicago Semiar

  1. 1. Content StrategyAndy Crestodina@crestodina
  2. 2. “If you have more MONEY thanbrains, you should focus on outboundmarketing.If you have more BRAINS than money,you should focus on inbound marketing.”- Guy Kawasaki
  3. 3. Advertising Content MarketingInterrupt, Distract AttractOutbound InboundPaid Owned, EarnedBudget Brains
  4. 4. It’s a mega trend…
  5. 5. Howcontentworks…
  6. 6. Search + Social + Email = Content Marketing
  7. 7. Where there’s traffic, there’s hope...
  8. 8. Traffic: Social, Email, Search
  9. 9. Source: Website Traffic Sources
  10. 10. “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
  11. 11. do they want to read?What
  12. 12. Help your audiencemake a buying decision.
  13. 13. Obvious, right?
  14. 14. Your website is the mousetrap,Your content is the cheese…
  15. 15. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
  16. 16. Finding Topics: Google Suggest
  17. 17. Finding Topics: UbersuggestSource:
  18. 18. Finding Topics: Google Keyword Tool
  19. 19. Finding Topics: Competitors’ RankSource:
  20. 20. Finding Topics: Analytics
  21. 21. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
  22. 22. Finding Topics: Quora.comSource:
  23. 23. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
  24. 24. Source: Deana Goldasich
  25. 25. Source: Periodic Table of Content
  26. 26. “Don’t think OF the market….think AS the market”Derek Halpern
  27. 27. Source: Ann Handley
  28. 28. Source: Ann Handley
  29. 29. …carefullyChoose YourWords
  30. 30. Source
  31. 31. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
  32. 32. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
  33. 33. Choose your words
  34. 34. Choose your words
  35. 35. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
  36. 36. HOW GOOGLEWORKS…it’s really not that complicated
  37. 37. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
  38. 38. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
  39. 39. SEO Steps: Effort and ImportanceTech.SEOEFFORTKeywordResearchOn-PageLink Building…TIME
  40. 40. 1. ChoosingKeywords
  41. 41. Keyphrases: 3 Criteria
  42. 42. Search VolumeResource: Google Keyword Tool
  43. 43. Search TrendingResource: Google Trends
  44. 44. RegionalInterestResource: Google Trends
  45. 45. • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
  46. 46. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
  47. 47. <title>Home</title>
  48. 48. Check Link PopularityResource: Open Site Explorer
  49. 49. 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
  50. 50. • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
  51. 51. TextRelevance
  52. 52. 2. UsingKeywords
  53. 53. On-Page SEO: 4 Parts1. <title> Once at the beginning of the title2. <h1> Once in the first header3. Four to six times in the body of the page4. In links to the page from other pages
  54. 54. Internal LinkingOpportunities!
  55. 55. Rank!
  56. 56. 3. LinkPopularity
  57. 57. Inbound Links, BacklinksA link from a website to your site.DefinitionsLink Popularity, DomainAuthority, PageRankA measurement of credibility of a website, based onthe number and credibility of sites that link to it.Link BuildingThe act of improving the link popularity of a websiteto improve search engine rankings.
  58. 58. links are credibility
  59. 59. more links = more credibility
  60. 60. links from credible sites =much more credibility
  61. 61. many outgoing links =less credibility per link
  62. 62. It’s good when the link textIncludes the target keyword.
  63. 63. but if all the links include thetarget keyword, that’s bad.
  64. 64. Link Popularity and Domain AuthorityResource: Open Site Explorer
  65. 65. Domain Authority over time…“Predicts a domains ranking potential in search enginesbased on an algorithmic combination of all link metrics.”Source: SEOmoz
  66. 66. If Lance Armstrongwas an SEO…
  67. 67. RANK!
  68. 68. If Lance Armstrong was an SEO…Buying Links / Blog NetworksReciprocal Linking / Link WheelsBlog Comment SpamSpammy Guest Blogging#blackhat
  69. 69. Welcome to the dark side…
  70. 70. 2012Revenge!Penalties for…• Paid Links / Link Schemes• Over-optimized Link Text• Keyword Stuffing• Cloaking• Duplicate Content
  71. 71. Source: Sean McGinnis, Why Link Building is Hard Work
  72. 72. GUESTBLOGGING…also known as “PR”
  73. 73. Blogging vs. Guest BloggingBloggingContent = 2Links = 0Friends = 0Guest BloggingContent = 3Links = 1Friends = 2YOUYOU
  74. 74. Blogging vs. Guest BloggingRound Two…content better links + real connectionsBlogging Guest Blogging Strategy
  75. 75. Blogging vs. Guest BloggingRound Four…Nice blog, but… This is what great web marketing looks like.Blogging Guest Blogging Strategy
  76. 76. Guest Blogging Tips: ResearchSearch for: [topic/industry] “write for us”…just look at all those blogs!Is the domain authority higher than yours?Is there good social activity? Shares? Comments?Is you audience likely to read this blog?Know the blog:• Read the guidelines• Recent posts• Focus on the audience
  77. 77. Guest Blogging Tips: The Pitch1. Connect with the editor.Build a relationship. Use social media.2. Keep it short and personalized“I read the article ‘XYZ Title’ and really enjoyed it. I think Ihave an idea for an article that your readers will reallylove. Would you be interested in that?”3. Offer to edit “happy to make any changes.”4. Offer to promote …and respond to comments5. Follow up, but don‟t be pushy
  78. 78. Guest Blogging Tips: The Post1. Make. It. Good.2. Make it fit. Length, formatting and images3. Optimize it! Keyword Research + On Page SEO4. Author bio: Short, sweet and HTML (rel=author)5. Link to your other content …if it makes sense6. Make it easy for them. A „no-work‟ proposition
  79. 79. Diminishing Returns…• 20 links on 20 domains > 20 links on 2 domains• Vary your anchor text often. Don’t over-optimize!Source: SEOmoz, What are you best tips for link builders?
  80. 80. Here‟s an example…
  81. 81. LINKMAGNETS…the real secret tobuilding links and ranking higher
  82. 82. Step 1: Write 2000+ wordsA. Teaches something usefulB. It‟s on a topic that you loveGOAL: Write the best pageon the internet for the topic
  83. 83. Step 2: Pick a phraseA. Yes, people are searching for it.B. No, it‟s not too competitive.GOAL: a realistic chance of ranking
  84. 84. 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 3000Source: Orbit Media: How to Research Keywords
  85. 85. Step 3: Use the phraseA. Once at the beginning of the title <title>B. Once in the first header <h1>C. Four to six times in the body of the pageD. Build links to the page from other pages onyour site. Use the keyphrase in the links.GOAL: indicate the relevance
  86. 86. Step 4: Not ranking on Page One?A. Write a guest post on a similar topicB. Link to the page from the guest postC. Get it posted on a site with high authorityD. Improve the page however possible!GOAL: Link, Link, Nudge, Nudge.
  87. 87. Rank Links Rank
  88. 88. So that’s how Wikipedia does it!
  89. 89. PR = LINKS = SEO… and now you know!
  90. 90. 10 More Ways to play…1. SEO-savvy PR2. Check competitors Links ( Use the phone4. Sponsor Something5. Interview Someone6. Ask plagiarists to link to you ( Ask partners, suppliers, vendors, etc.8. Run a contest9. Submit to IYPs (Internet Yellow Pages)10. Be a Member: Associations, Chambers, DirectoriesSource: SEW: 131 (Legitimate) Link Building Strategies
  91. 91. Keep Score!Source: Guest Posts
  92. 92. AUTHORSHIPThe Future of Search is Social
  93. 93. “Within search results, information tied toverified online profiles will be ranked higher thancontent without such verification, which willresult in most users naturally clicking on the top(verified) results.The true cost of remaininganonymous, then, might be irrelevance.”Eric Schmidt, Executive Chairman of GoogleEric SchmidtThe New Digital Age
  94. 94. “By seeing the person associated with thecontent instead of just a link, users can have aneasier time engaging with the person behindthe content,while at the same time more easily identifyinghigh-quality content of interest to them.”Sagar KamdarGoogle Product Manager
  95. 95. Snippets vs. Rich Snippets
  96. 96. Google+ Profile = Rich SnippetGoogle+ Jumpstart Guide:
  97. 97. Authorship: Two Link Method
  98. 98. Author Box …or just a few links
  99. 99. Link 1: from page to profileConnect with Andy on<a rel="author"href="”>Google+</a>.
  100. 100. Link 2: from profile to page
  101. 101. Wait a week …didn’t work?1. Link directly to the blog post2. Verify your email address in G+3. Rich snippets testing toolChange the “Contributor to” link so it links directly tothe actual post, rather than the general blog addressEnter the URL or HTML here:
  102. 102. What’s the point? Higher CTRSource:“The final number settled down around a 35% increasein click-through rate.”
  103. 103. AUTHORSTATSAll your posts, all in one place…
  104. 104. Author Stats / SEO Performance
  105. 105. …even for guest posts!
  106. 106. SocialPromotionTargeted sharing…
  107. 107. Targeted Sharing
  108. 108. Schedule, Automate
  109. 109. Stats of a Social Hustler
  110. 110. PR is temporary…
  111. 111. …content is forever.X =
  112. 112. WHO…will become the great contentmarketing firm?
  113. 113. Search + Social + Email = Content Marketing
  114. 114. Ready?Let’s make some content!
  115. 115. 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!
  116. 116. Andy Crestodina@crestodinaThank you!