content strategy

Andy  Crestodina  @crestodina    

Content Strategy

-­‐  Guy  Kawasaki  

“If  you  have  more  MONEY  than  brains,  you  should  focus  on  outbound  markeCng.    If  you  have  more  BRAINS  than  money,    you  should  focus  on  inbound  markeCng.”  

“Focus  on  the  core  problem  your  business  solves  and  put  out  lots  of  content  and  enthusiasm,  and  ideas  about  how  to  solve  that  problem.”    

-­‐  Laura  FiLon  

How content marketing works…

Traffic leads to …traffic

Traffic: Social, Email, Search

“Achieve  business  goals  by  maximizing  the  impact  of  content.”  

Content Strategists…

Source:  ContenCni  

Don’t  sell.      

Help  your  audience  make  a  buying  decision.  

do  they  want  to  read?  

What

Obvious, right?

1.  Keywords  2.  Q&A  Sites  3.  Listening  

Sources of Topics

Topics: Google Suggest

Topics: Ubersuggest

Source:  Ubersuggest.org  

Topics: Google Keyword Tool

Topics: Competitors’ Rank

Source:  SpyFu.com  

Topics: Analytics

Topics: LinkedIn Answers

Source:  LinkedIn  Answers  

Topics: Quora

Source:  Quora.com  

Topics: Listening

1.  Sales  Team  2.  Customer  Service  Team  3.  Client  Stories  

Source:  Deana  Goldasich  

Choose your words

“Don’t  think  OF  the  market                    ….think  AS  the  market”  

Source:  Social  Triggers  

Source:  Ann  Handley  

Source:  Ann  Handley  

should  you  sound?  

How

Source  

•   More  formal  •   Longer  (polysyllabic)  •   Fancy,  proper    Examples  acquire,  transmit,  construct,  resist,    deposit,  imitate,  determined  

Latinate Words

Anglo-Saxon Words •   Less  formal    •   Short  (o\en  monosyllabic)  •   Forceful,  direct      Examples  get,  send,  build,  stop,  put,  mock,  set    

Choose your words

Choose your words

…but  don’t  dumb  it  down  

Write like an 8th grader!

Source:  NN  Group  

SEO has 3 parts

Source:  SEOmoz,  2011  Search  Engine  Ranking  Factors  

How Search Engines Work

Source:  SEOmoz,  2011  Search  Engine  Ranking  Factors  

How Search Engines Work

                     Links  =  How  trustworthy  your  site  is              On-­‐Page  =  How  relevant  the  page  is      Keyphrases  =  What  the  page  is  relevant  to        

SEO (over) simplified

do  I  find  these  keywords?  

How

3 Criteria for Choosing Keyphrases

Text          

Search Volume

Resource:  Google  Keyword  Tool  

Search Trending

Resource:  Google  Trends    

Regional Interest

Resource:  Google  Trends    

CompeCCon  is  high  if  the  sites  on  page  one…    •   Are  famous  (wikipedia,  etc.)    •   Have  Ctle  tags  that  begin  with  the  keyphrase    •   Lots  of  AdWords  ads    •   Have  a  higher  domain  authority  than  you*        

Competition

*see  Open  Site  Explorer  

 •   Local  (change  tacCcs/choose  another  phrase)    •   Videos  (opportunity?)    •   Images    •   Products    •   News        

Check for Universal Search Results

Text          

Relevance

More  here:  Headline  Hacks  

52 Headline Hacks

do  I  put  these  keywords?  

Where

On-Page SEO •   Once  at  the  beginning  of  the  Ctle  <Ctle>    •   Once  in  the  first  header  <h1>    •   Four  to  six  Cmes  in  the  body  of  the  page    •   In  links  on  other  pages  that  link  to  the  page.        

More Internal Linking      

Template & Tools      

Andy  Crestodina  @crestodina  

Thank you!