Download - Content Strategy
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Andy Crestodina @crestodina
Content Strategy
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-‐ 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.”
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“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
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How content marketing works…
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Traffic leads to …traffic
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Traffic: Social, Email, Search
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“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: ContenCni
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Don’t sell.
Help your audience make a buying decision.
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do they want to read?
What
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Obvious, right?
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1. Keywords 2. Q&A Sites 3. Listening
Sources of Topics
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Topics: Google Suggest
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Topics: Ubersuggest
Source: Ubersuggest.org
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Topics: Google Keyword Tool
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Topics: Competitors’ Rank
Source: SpyFu.com
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Topics: Analytics
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Topics: LinkedIn Answers
Source: LinkedIn Answers
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Topics: Quora
Source: Quora.com
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Topics: Listening
1. Sales Team 2. Customer Service Team 3. Client Stories
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Source: Deana Goldasich
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Choose your words
“Don’t think OF the market ….think AS the market”
Source: Social Triggers
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Source: Ann Handley
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Source: Ann Handley
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should you sound?
How
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Source
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• More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined
Latinate Words
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Anglo-Saxon Words • Less formal • Short (o\en monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set
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Choose your words
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Choose your words
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…but don’t dumb it down
Write like an 8th grader!
Source: NN Group
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SEO has 3 parts
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Source: SEOmoz, 2011 Search Engine Ranking Factors
How Search Engines Work
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Source: SEOmoz, 2011 Search Engine Ranking Factors
How Search Engines Work
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Links = How trustworthy your site is On-‐Page = How relevant the page is Keyphrases = What the page is relevant to
SEO (over) simplified
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do I find these keywords?
How
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3 Criteria for Choosing Keyphrases
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Text
Search Volume
Resource: Google Keyword Tool
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Search Trending
Resource: Google Trends
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Regional Interest
Resource: Google Trends
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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
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• Local (change tacCcs/choose another phrase) • Videos (opportunity?) • Images • Products • News
Check for Universal Search Results
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Text
Relevance
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More here: Headline Hacks
52 Headline Hacks
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do I put these keywords?
Where
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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.
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More Internal Linking
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Template & Tools
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Andy Crestodina @crestodina
Thank you!