Post on 09-May-2015
description
Content.Blogging for Business (and a little SEO that works)
@redpaperclip
Sunday, 24 March, 13
• Explore Fundamentals of Content Creation
• Explore Fundamentals of SEO
• We will fly through this
• Don’t kill yourselves taking notes, this is already on my blog.
What to expect today:
Sunday, 24 March, 13
Who are We?
Why we’re ok...
Sunday, 24 March, 13
Everyone Communicates...
Few Connect.
Sunday, 24 March, 13
• (Theodore) Sturgeon’s Law,1958
• Written in defense of Science Fiction against attacks by people who selected the worst work to make an example of.
• Even more applicable in business blogging because what makes great content has been ignored by so many.
• This is why there are still so many success stories among blogs, and why they will remain a successful medium.
“90% of everything is CRAP”
Sunday, 24 March, 13
What is Content?
What is content to you?
Sunday, 24 March, 13
Content is Story.
Brand Story
Client Stories
Staff Stories
Product Launch
Product Creation
Community Stories
Sunday, 24 March, 13
Content Types.
Sunday, 24 March, 13
Content Types.
• Articles
• Photos
• Videos
• Video Blogs/Podcasts
• Comments
• Shares
• Podcasts
• Slides/Presentations
Sunday, 24 March, 13
Content Credibility.
Sunday, 24 March, 13
Define Audience.
Sunday, 24 March, 13
Define Your Focus.
Sunday, 24 March, 13
Your Focus.
• What do you want to see in the world?
• Where do you want your blog to to be in the marketplace?
Sunday, 24 March, 13
We help ________ [your audience] to _________________ [what you want them to do] so that _______ [your blog focus].
Your Blog Content Focus.
Every decision you make needs to justify this mantra.
Sunday, 24 March, 13
The Story of Layout
• Placement
• Navigation
• Audience Expectations
• Your Content Focus
Sunday, 24 March, 13
The Story of Layout
Sunday, 24 March, 13
A Word About SEO...
SEO is HUGE.
Sunday, 24 March, 13
A Word About SEO...
Content Access. & Web Structure
Keyword Research
Link Building
Social
Not today.
TODAY!
Not really.
Later today.
Sunday, 24 March, 13
Keywords.
There were 587,000,000 results...
Sunday, 24 March, 13
Keywords.
High Competition = Lower Conversions
Lower Competition = Higher Conversions
Sunday, 24 March, 13
Keywords.
Sunday, 24 March, 13
Keywords.
Sunday, 24 March, 13
Keywords.
Long-tail Keywords are the means to better local results.
noun description + city + province[mountain climbing Edmonton, AB]
Sunday, 24 March, 13
Google’s Keyword Tool.
Sunday, 24 March, 13
How to Build Keyword Lists.
Executives Front Line Staff Customers
Sunday, 24 March, 13
Title Tags.
Sunday, 24 March, 13
Title Tags.
Sunday, 24 March, 13
Meta Tags.
People read this
No one cares...
Sunday, 24 March, 13
Description Lengths.
Sunday, 24 March, 13
Anchor Text.
Sunday, 24 March, 13
Image Text Attributes.
Sunday, 24 March, 13
On-Page Copy.
Keywords Matter Here!
• Headlines/Subheadings (H1, H2 Tags)
• “Top Copy” or LEDE
• Bullets
• Tag Clouds, Browse Lists, etc.
Works for people AND search engines!
Sunday, 24 March, 13
On-Page Copy.
Sunday, 24 March, 13
Audience Language & Tone.
Sunday, 24 March, 13
Types of Posts.
• Breaking News/Briefs/Reportage
• Personal Stories/Essays
• How-tos/DIYs
• Opinion/Op-eds/Expert Interviews
• Research/Academic Work
• Investigative/Documentary
Sunday, 24 March, 13
Make Content Actionable.
Ask Yourself:
• Are there takeaways or points of actions from the content?
• Is there any specific calls to action?
• Are there steps explaining how to do something or move further?
• Does every section add value to the message?
Sunday, 24 March, 13
Headlines.
Most important content EVER!
• Inform
• Entertain
• Contradict
• “EXPRESSES POWER” (so say men)
Sunday, 24 March, 13
Headlines Reveal
• Lust
• Mystique
• Alarm
• Prestige
• Power
• Vice
• Trust
Sunday, 24 March, 13
Fascinators!
Demure Princess. Ugly Duckling?
Sunday, 24 March, 13
TOP POLITICOS LINKED TO SOCCER MOM SEX RING!
Adjectives Reveal Story.
Sunday, 24 March, 13
My Sexy Secret Sauce.
Keywords
+
Fascinators (Adjectives)
=
KILLER HEADLINE
Sunday, 24 March, 13
Your Community.
Sunday, 24 March, 13
Your Community.
• What do you know of them?
• What do you know you can ask of them?
• Share
• Contribute
• Choose (polls)
Sunday, 24 March, 13
“People First.”
• Who are your people?
• What are you offering them? How will it work?
• Where are your people and what are they doing when they get here?
• What are you asking them to do? (Share, Contribute, Buy)
• What’s working? What’s missing?
Sunday, 24 March, 13
Writing Content: The Truth.
“Nothing is original.” Jim Jarmusch
Sunday, 24 March, 13
Cooking with Content: Marinade
Sunday, 24 March, 13
Marinade?
• Complexity and simplicity
• It “cures” whatever sits in it
• Marinades take time to taste great
Sunday, 24 March, 13
“Blend Your Ingredients.”
Sunday, 24 March, 13
“Work It In.”
• Talk to other departments, a mentor, or trusted source outside the company
• Post about the topic BEFORE the post publishing date
• Use social media as a springboard
Sunday, 24 March, 13
“Seal in Flavour. Sear in Flavour.”
Sunday, 24 March, 13
“Plate it.”
Sunday, 24 March, 13
“Tasting!”
Sunday, 24 March, 13
Leftovers!
Sunday, 24 March, 13
Rewrite, Reuse, Repurpose.
• Refer back to your focus and determine “evergreen” content (content that never fades)
• Fundamentals are a great place to start (how to’s, “101s,” etc.)
• No one will get tired, because no one pours through everything
Sunday, 24 March, 13
Questions?
Sunday, 24 March, 13
Thanks!
@redpaperclip
Sunday, 24 March, 13