Andy Crestodina, Co-founder of Orbit Media, shares his knowledge on how marketers can improve their blogging and content through analytics, optimization, and outreach.

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2. ANDY CRESTODINA

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$$$
Action

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Leads
Action

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1. Topics

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Weak
Contributor
Amazing
Contributor
Perceived Content Performance

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source:
Moz,
BuzzSumo

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source:
Moz,
BuzzSumo
Most content gets
no links and few shares

14. ...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.

15. ...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinions
original research

16. The Power of Research

17. @crestodina #ufx2016
1. Numbers
are
credible
2. Owned
by
you,
making
you
the
primary
source
3. The
outreach
can
grow
your
network
4. Support
the
sales
pitch
5. Research
gets
more
links
and
shares
than
other
content
Why publish research?

18. @crestodina #ufx2016
1. Numbers
are
credible
2. Owned
by
you,
making
you
the
primary
source
3. The
outreach
can
grow
your
network
4. Support
the
sales
pitch
5. Research
gets
more
links
and
shares
than
other
content
Why publish research?

19. @crestodina #ufx2016
1. Numbers
are
credible
2. Owned
by
you,
making
you
the
primary
source
3. The
outreach
can
grow
your
network
4. Support
the
sales
pitch
5. Research
gets
more
links
and
shares
than
other
content
Why publish research?

20. @crestodina #ufx2016
1. Numbers
are
credible
2. Owned
by
you,
making
you
the
primary
source
3. The
outreach
can
grow
your
network
4. Support
the
sales
pitch
5. Research
gets
more
links
and
shares
than
other
content
Why publish research?

21. @crestodina #ufx2016
1. Numbers
are
credible
2. Owned
by
you,
making
you
the
primary
source
3. The
outreach
can
grow
your
network
4. Support
the
sales
pitch
5. Research
gets
more
links
than
other
content
Why publish research?

22. @crestodina #ufx2016
Three ways to produce research
1. Observation:
Pick
a
data
set.
Gather
data.
2. Aggregation:
Combine
data
from
existing
sources
3. Survey:
Mass
outreach
and
analysis

23. @crestodina #ufx2016
Three ways to produce research
1. Observation:
Pick
a
data
set.
Gather
data.
2. Aggregation:
Combine
data
from
existing
sources
3. Survey:
Mass
outreach
and
analysis

24. @crestodina #ufx2016
Three ways to produce research
1. Observation:
Pick
a
data
set.
Gather
data.
2. Aggregation:
Combine
data
from
existing
sources
3. Survey:
Mass
outreach
and
analysis

25. observation

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32. aggregation

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36. survey

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source:
2016
Blogger
Survey,
Orbit
Media
The typical blog post takes 2.5 hours to write

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40. “What do people in our industry
often say but rarely support?”

41. Find the missing stat

42. Sonia Simone
CCO, Copyblogger Media
Don’t take shortcuts;
they take too long.

43. The Power of Strong Opinion

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The power of strong opinion

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The power of strong opinion

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The power of strong opinion

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The power of strong opinion

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The power of strong opinion

54. What do you believe that most people
would disagree with?

55. What do you believe will happen in the future
that most people think is unlikely?

56. What questions are people in your industry
afraid to answer?

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1. Do
original
research.
Publish
a statistic
that
no
one
else
has
published.
2. Take
a
stand.
Publish
your
strongest
opinions.
Focus on power topics

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2. Relationships

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Creators
Contributors
and
“lurkers”
There are two kinds of people on the internet

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• Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
• Bloggers and Blog Editors
Who makes content?

61. Your blog is your best networking tool

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1. Ask for a contributor quote
2. Include them in an expert roundup
3. Deep dive interview
source:
Online
Networking
Guide,
Orbit
Media
3 Ways to Collaborate

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70. An ally in creation is an ally in promotion

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1. Monthly
one-­‐hour
call,
Skype
or
Hangout
2. Bring
a
guest
each
month
3. Miss
it
twice
and
you’re
kicked
out!
Start a Mastermind Group

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1. What
are
you
doing
that
we
can
promote?
2. What
are
you
writing
that
we
can
collaborate
on?
3. What
are
you
doing
to
be
more
productive?
4. Do
I
know
anyone
that
you
want
to
meet?
Content Marketing Mastermind Agenda

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1. What
are
you
doing
that
we
can
promote?
2. What
are
you
writing
that
we
can
collaborate
on?
3. What
are
you
doing
to
be
more
productive?
4. Do
I
know
anyone
that
you
want
to
meet?
Content Marketing Mastermind Agenda

74. @crestodina #ufx2016
1. What
are
you
doing
that
we
can
promote?
2. What
are
you
writing
that
we
can
collaborate
on?
3. What
are
you
doing
to
be
more
productive?
4. Do
I
know
anyone
that
you
want
to
meet?
Content Marketing Mastermind Agenda

75. @crestodina #ufx2016
1. What
are
you
doing
that
we
can
promote?
2. What
are
you
writing
that
we
can
collaborate
on?
3. What
are
you
doing
to
be
more
productive?
4. Do
I
know
anyone
that
you
want
to
meet?
Content Marketing Mastermind Agenda

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81. You get what you give.

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85. Share and
mention
@crestodina #ufx2016

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Shared!

87. How many people are waiting
for your article to go live?
Make sure it’s not zero.

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Content should be
designed to attract visitors

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Optimized for search...

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Optimized for social...

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1. Actively
network
with
content
creators
2. Include
them
in
your
content
ACTION: Collaborate with others

92. If you’re not making friends,
you’re doing it wrong

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3. Link

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3. Authority

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1. Know
your
Domain
Authority
2. Target
phrases
only
if
your
authority
is
in
the
same
range
as
the
other
high
ranking
pages
Understand authority and competition

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4. Relevance

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1. <title>
Use
the
phrase
once
in
the
title
tag
2. <h1>
Use
the
phrase
once
in
the
header
3. Body
text
Use
the
phrase
2-­‐4
times
for
each
500
words
Indicate the relevance

112. We’ve been working on an intelligent model... that
understands real-world entities and their relationships to one
another:
things, not strings.
Amit Singhal
Google

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website
copyright
copyright
text
website
footer
examples
header
and
footer
website
footer
definition
at
the
bottom
of
the
page
designing
a
website
footer
fat
footer
guidelines
standards
best
practices
usability
content
ideas
inspiration
links
SEO
sitemap
social
media
navigation
purpose
of
responsive
template
Semantically linked to “footer design”

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website
copyright
copyright
text
website
footer
examples
header
and
footer
website
footer
definition
at
the
bottom
of
the
page
designing
a
website
footer
fat
footer
guidelines
standards
best
practices
usability
content
ideas
inspiration
links
SEO
sitemap
social
media
navigation
purpose
of
responsive
template
Semantically linked to “footer design”

120. The Results?
Let’s take a look...

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Rankings climb for “website footer design”

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What was the search volume in the Keyword Planner?

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And finally, the traffic

126. ...and the links
@crestodina #ufx2016

127. 1. Find
the
phrases
that
are
semantically
connected
to
your
target
phrase
2. Use
those
phrases
within
your
content
Adapt to semantic search
@crestodina #ufx2016

128. Make the best page on the internet for your topic.
Be the best answer.

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5. Rank

130. Online searches by type
Informational
Transactional
Navigational
source:
“Determining
the
informational,
navigational
and
transactional
intent
of
Web
queries”
Bernard
Jansen,
et
al
@crestodina #ufx2016

131. source:
“Determining
the
informational,
navigational
and
transactional
intent
of
Web
queries”
Bernard
Jansen,
et
al
Online searches by type
Informational
Transactional
Navigational
?
$
brand
@crestodina #ufx2016

132. Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.

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6. Traffic

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• What
phrases
are
we
almost
ranking
for?
SEO SHORTCUT

135. Acquisition > Search Console > Queries
@crestodina #ufx2016

136. Acquisition > Search Console > Queries
@crestodina #ufx2016

137. Acquisition > Search Console > Queries
@crestodina #ufx2016

138. Acquisition > Search Console > Queries
@crestodina #ufx2016

139. Acquisition > Search Console > Queries
@crestodina #ufx2016

140. 1. Find
the
page.
Confirm
the
ranking.
2. Improve
the
page!
Add
detail,
keywords,
video,
images,
examples,
internal
links,
etc.
Optimize for the conversions
@crestodina #ufx2016

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7. Conversion Rate

142. Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative

143. Clear
content
Answers
to
Q’s
Evidence
&
Trust
Confusion
Anxiety
Distraction
@crestodina #ufx2016

144. They ask. You answer.
Marcus Sheridan
The Sales Lion

145. 20x longer
+30% conversion rate
source:
Crazy
Egg
Answer top questions
@crestodina #ufx2016

146. A great sales page
emulates a sales conversation.

147. 1. Answer
top
questions.
2. Never
make
a
marketing
claim
without
supporting
it
with
evidence.
Optimize for the conversions
@crestodina #ufx2016

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Hello, lead!

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Create high quality, original content...

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in collaboration with relevant influencers...

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that organically attracts enough links and authority...

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that our search optimized product and service pages...

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rank for the transactional phrases...

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attracting targeted visitors...

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to our compelling, trustworthy websites...

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so we get new leads everyday.

157. Create high-quality original content in collaboration with
relevant influencers that organically attracts enough links
and authority that our search optimized product and
service pages rank for the transactional phrases
attracting targeted visitors to our compelling, trustworthy
websites so we get new leads everyday.

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Leads ...everyday!

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CRO
Social Media
Research
Writing
Outreach
SEO
Analytics
Sales

161. Be a T-Shaped
Digital Marketer

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source:
MOZ

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source:
MOZ

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source:
MOZ

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source:
MOZ

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CRO
Social Media
Research
Writing
Outreach
SEO
Analytics
Sales

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Creative
Friendly
Creative
Creative
Friendly
Analytical
Analytical
Friendly

168. Great marketers are
creative, analytical and friendly.

169. @crestodina #ufx2016

171. Andy Crestodina
Strategic Director
Orbit Media
@crestodina #ufx2016