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This presentation was given on 2/20/13 by Andy Crestodina at Booth Marketing Roundtable.
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Andy Crestodina@crestodina
Content Strategy
- Guy Kawasaki
“If you have more MONEY than brains, you should focus on outbound marketing.
If you have more BRAINS than money, you should focus on inbound marketing.”
How content works…
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: Contentini
Don’t sell.
Help your audience make a buying decision.
do they want to read?
What
Obvious, right?
Your website is the mousetrap,
Your content is the cheese…
1. Keywords2. Q&A Sites3. Listening
Sources of Topics
Finding Topics: Google Suggest
Finding Topics: Google Keyword Tool
Finding Topics: Analytics
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
Finding Topics: Listening
1. Sales Team2. Customer Service Team3. 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
• More formal• Longer (polysyllabic)• Fancy, proper
Examplesacquire, transmit, construct, resist, deposit, imitate, determined
Latinate Words
Anglo-Saxon Words
• Less formal • Short (often monosyllabic)• Forceful, direct
Examplesget, 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
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
Competition is high if the sites on page one…
• Are famous (wikipedia, etc.)
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
• Have a higher domain authority than you*
Competition
*see Open Site Explorer
What’s a <title> tag?
It’s the link in Google search results…
It appears above the address bar in your browser…
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results
Text
Relevance
do I put these keywords?
Where
On-Page SEO
• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.
More Internal Linking
Email List GrowthGrow your list fast
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
Oh My! What a big list you have…
Do this tomorrow…1. Find a relevant topic
2. Research keyphrases, pick a phrase that
aligns with the topic
3. Write 500 words, use on-page SEO
4. Share it through social media
5. Send it as a newsletter
…watch your Analytics jump!
Template &Tools
Thank you!
Andy Crestodina@crestodina
