September 2012 Wine and Web: Content Strategy 101
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Content Strategy (and highlights from Content Marketing World) We just got back from Content Marketing World and people keep asking for a download. So we're going to show you highlights from some of the best of the presentations we found. Each relates to some aspect of strategy. WHO is your content for? Understanding your audience through basic use of personas. WHAT do they want to read? Finding the topics that matter to the people who matter to you. HOW should you sound? A quick look at the tone and the words that work. WHERE does this content come from? Leveraging client stories to unlock a ton of fresh content
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September 2012 Wine and Web: Content Strategy 101
- 1. Wine & Web Content Strategy 101 Andy Crestodina @crestodina #wineweb
- 3. Content Strategists… “Achieve business goals by maximizing the impact of content.” Source: Contentini
- 4. Who are you writing for?
- 5. Who is Visiting Your Site? 1. Use Analytics Data • Pages/visit • Time on site 2. Keyword Expander
- 7. Triggers
- 8. What do they want to read?
- 10. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
- 12. Topics: Google Keyword Tool
- 16. Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
- 20. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
- 22. Source
- 23. Choose your words Latinate Words Anglo-Saxon Words - More formal - Less formal - Longer (polysyllabic) - Short (often monosyllabic) - Fancy, proper - Forceful, direct Examples Examples acquire, transmit, constru get, send, build, stop, put, m ct, resist, deposit, imitate, ock, set determined
- 24. Choose your words Latinate Would you do me the honor of introducing me to this female acquaintance of yours? Anglo-Saxon Hey, that girl you were talking to is hot! Take me to her, will you?
- 25. Choose your words Write like an 8th grader! …but don’t dumb it down
- 26. Wine & Web Thank you! Andy Crestodina @orbiteers #wineweb