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.

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  • Been here before?Orbit clients?Writers?Aries?
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  • Ask the audience about the sources of topics.
  • Ask the audience about the sources of topics.
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  • 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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