These are slides from a Content Strategy presentation at the Social Media Masters Summit on May 1, 2013.

1. Content Strategy
Andy Crestodina
@crestodina
#SMMS13

2. - Guy Kawasaki
“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.”

3. How
content
works…

4. Where there’s traffic, there’s hope...

5. Traffic: Social, Email, Search

8. “Achieve business goals by
maximizing the impact of content.”
Content Strategists…
Source: Contentini

9. Don’t sell.
Help your audience make a
buying decision.

10. do they want to read?
What

11. Obvious, right?

12. Your website is the mousetrap,
Your content is the cheese…

13. 1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics

14. Finding Topics: Google Suggest

15. Finding Topics: Ubersuggest
Source: Ubersuggest.org

16. Finding Topics: Google Keyword Tool

17. Finding Topics: Competitors’ Rank
Source: SpyFu.com

18. Finding Topics: Analytics

19. Finding Topics: Yahoo! Answers
Source: Yahoo! Answers

20. Finding Topics: Quora.com
Source: Quora.com

21. Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories

22. Source: Deana Goldasich

23. Source: Periodic Table of Content

24. Choose your words
“Don’t think OF the market
….think AS the market”
Source: Social Triggers

25. Source: Ann Handley

26. Source: Ann Handley

27. should you sound?
How

28. Source

29. • More formal
• Longer (polysyllabic)
• Fancy, proper
Examples
acquire, transmit, constru
ct, resist,
deposit, imitate, determin
ed
Latinate Words

30. Anglo-Saxon
Words
• Less formal
• Short (often
monosyllabic)
• Forceful, direct
Examples
get, send, build, stop, put
, mock, set

31. Choose your words

32. Choose your words

33. …but don’t dumb it down
Write like an 8th grader!
Source: NN Group

35. SEO has 3 parts

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

37. Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (over) simplified

38. do I find these keywords?
How

39. 3 Criteria for Choosing Keyphrases

40. Search Volume
Resource: Google Keyword Tool

41. Search Trending
Resource: Google Trends

42. Regional
Interest
Resource: Google Trends

43. • Top Ranking sites are famous (wikipedia, etc.)
• Lots of AdWords ads
• Have title tags that begin with the keyphrase
Competition is high if…

44. What’s a <title> tag?
…and it’s the link in Google search results!
It appears above the address bar in your browser…

45. Check Link Popularity
Resource: Open Site Explorer

46. Shortcut!
If your
Domain Authority is…
Target keyphrases
with monthly searches of…
less than 30 fewer than 100
less than 50 fewer than 1000
less than 70 fewer than 3000

47. • Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results

48. Text
Relevance

49. Rank!

50. do I put these keywords?
Where

51. 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.

52. More Internal Linking

53. Email List Growth
Grow your list fast

54. Before…
After…

55. 1900% increase. Not bad!

56. Why it works
1.Prominence
2.Promise
3.Proof

57. GOOD

58. BAD

59. Oh My! What a big list you have…

60. Ready?
Let’s make some content!

62. More here: Headline Hacks
52 Headline Hacks

63. Do this tomorrow…
1. Find a relevant topic
2. Research keyphrases, pick a phrase that
aligns with the topic
3. Write 500 words, use on-page SEO
4. Share it through social media
5. Send it as a newsletter
…then watch your Analytics jump!

64. Template &
Tools

65. Thank you!
Andy Crestodina
@crestodina
#SMMS13