september 2012 wine and web: content strategy 101

Wine & Web

Andy Crestodina@crestodina #wineweb

Content Strategy 101

Content Strategy

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

Content Strategists…

Source: Contentini

are you writing for?

Who

1. Use Analytics Data• Pages/visit• Time on site

2. Keyword Expander

Who is Visiting Your Site?

Visitor Personas

Triggers

do they want to read?

What

Obvious, right?

1. Keywords2. Q&A Sites3. Listening

Sources of Topics

Topics: Google Suggest

Topics: Google Keyword Tool

Topics: Analytics

Topics: LinkedIn Answers

Topics: Quora.com

Topics: Listening

1. Sales Team2. Customer Service Team3. Client Stories

Source: Ann Handley

Source: Ann Handley

should you sound?

How

Choose your words

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

Source: Social Triggers

Source

Latinate Words- More formal- Longer (polysyllabic)- Fancy, proper

Examplesacquire, transmit, construct, resist, deposit, imitate, determined

Choose your words

Anglo-Saxon Words- Less formal - Short (often monosyllabic)- Forceful, direct

Examplesget, send, build, stop, put, mock, set

LatinateWould you do me the honor of introducing me to this female acquaintance of yours?

Anglo-SaxonHey, that girl you were talking to is hot!Take me to her, will you?

Choose your words

Write like an 8th grader! …but don’t dumb it down

Choose your words

Wine & Web

Andy Crestodina@orbiteers #wineweb

Thank you!