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Wine & Web: Content Strategy

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Content strategy tips: find topics, research keywords, generate content that connects, grow your email list, share through social media and measure everything! This presentation was given by Andy on 3/27/13 at Orbit's monthly open house, Wine & Web.

Published in: Business

Wine & Web: Content Strategy

  1. 1. Content StrategyAndy Crestodina@crestodina #wineweb
  2. 2. “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.” - Guy Kawasaki
  3. 3. Howcontentworks…
  4. 4. Where there’s traffic, there’s hope...
  5. 5. Traffic: Social, Email, Search
  6. 6. Content Strategists… “Achieve business goals bymaximizing the impact of content.” Source: Contentini
  7. 7. Don’t sell.Help your audience make a buying decision.
  8. 8. Whatdo they want to read?
  9. 9. Obvious, right?
  10. 10. Your website is the mousetrap, Your content is the cheese…
  11. 11. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
  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: Listening 1. Sales Team 2. Customer Service Team 3. 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. Howshould you sound?
  25. 25. Source
  26. 26. Latinate Words• More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit, construct, resist,deposit, imitate, determined
  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. Write like an 8th grader! …but don’t dumb it down Source: NN Group
  31. 31. SEO has 3 parts
  32. 32. How Search Engines WorkSource: SEOmoz, 2011 Search Engine Ranking Factors
  33. 33. SEO (over) simplifiedLinks = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant to
  34. 34. Howdo I find these keywords?
  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. Competition is high if…• Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphrase
  40. 40. What’s a <title> tag?It appears above the address bar in your browser… …and it’s the link in Google search results!
  41. 41. Check Link Popularity Resource: Open Site Explorer
  42. 42. Shortcut!If your Target keyphrasesDomain Authority is… with monthly searches of…less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
  43. 43. Check for Universal Search Results•Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• News
  44. 44. RelevanceText
  45. 45. Rank!
  46. 46. Wheredo I put these keywords?
  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 Growth Grow 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. 52 Headline Hacks1. Threat Headlines13 Things Your [Trusted Person] Wont Tell You2. Zen Headlines10 Shortcuts for [Completing Tedious Process] in Record Time3. Piggyback Headlines[Famous Person’s] Top 10 Tips for [Blank]4. Mistake Headline7 [Blank] Mistakes That Make You Look Dumb5. How to HeadlinesHow to Be [Desirable Quality]6. List Headlines72 Killer Resources for [Audience/Process] source: Headline Hacks
  58. 58. Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase that aligns 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 #wineweb

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