Content Strategy
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Transcript of 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!