The document discusses strategies for creating and sharing content across various channels such as web pages, blog posts, guest blog posts, and newsletters. It provides tips on keyphrase research, the benefits of guest blogging for backlinks and connections, and optimizing content for search engines and social media through techniques like A/B testing, hashtags, and targeted sharing. The future of search is discussed as relying on identity, relationships, and content rather than just content alone.

1. Content Jam
Creating & Sharing Content
Andy Crestodina
@crestodina #contentjam

2. Choose your channel
My site or yours?

3. Pick one…
☐ Web Page
☐ Blog Post
☐ Blog Post & Newsletter
☐ Guest Blog Post
☐ Newsletter
☐ Blog Post & Guest Blog Post

4. How Search Engines Work
Keywords, Links and Content

5. How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors

6. How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors

7. Click Distribution

8. Keyphrase research
The foundation of search

9. Keyphrase Research

10. The Virtues of Guest Blogging
Search + Social

11. Blogging vs. Guest Blogging
Blogging Guest Blogging
Content = 2 Content = 3
Links = 0 Links = 1
Friends = 0 Friends = 2

12. Blogging vs. Guest Blogging
Round Two…
Blogging Guest Blogging Strategy
content better links + diverse content + real
connections

13. Blogging vs. Guest Blogging
Round Four…
Blogging Guest Blogging Strategy
Nice blog, but… This is what great web marketing looks like.

14. Newsletter Timing
When to send?

15. Source: Hubspot, Science of Email Marketing

16. Source: Hubspot, Science of Email Marketing

17. Source: Hubspot, Science of Email Marketing

18. A/B Testing. Of course!
Source: Hubspot, Science of Email Marketing

19. Social Promotion
Sharing is caring

20. Targeted Sharing

21. Mentions
Hashtags
Quotes

22. The Future of Search & Social
…and how to future-proof your marketing

23. Google Agent Rank Patent:
The identity of individual [author] responsible for
content can be used to influence search ratings.
Assuming that a given [author] has a high
reputational score, representing an established
reputation for authoring valuable content, then
additional content authored and signed by that
[author] will be promoted relative to unsigned content
or content from less reputable [authors] in search
results.

24. Quote from AmitSinghal:
A good product can only be built where we understand
who’s who and who is related to whom. Relationships
are also important alongside content. To build a good
product, we have to do all types of processing. But
fundamentally, it’s not just about content.
It’s about identity, relationships and content.