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
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!
