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October Content Strategy
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Transcript of October Content Strategy
Content Strategy
Andy Crestodina@crestodina
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.
- Guy Kawasaki
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid (Budget) Owned, Earned (Brains)
Hype Help
How content works…
Search + Social + Email = Content Marketing
Traffic: Social, Email, Search
Source: Website Traffic Sources
do they want to read?
What
Help your audience make a buying decision.
Obvious, right?
Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman
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
Source: Periodic Table of Content
“Don’t think OF the market ….think AS the market”
Derek Halpern
…carefully
Choose Your Words
• 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
HOW GOOGLE WORKS
It’s simpler than you think.
Source: Moz, 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
1. Choosing Keywords
Keyphrases: 3 Criteria
Keywords and Trends
Resource: Google Keyword Planner, Google Trends
Google Keyword Planner
Google Trends
Suggests phrases 100+ 10
Search volume displayed as
Specific numbers Relative Trending
Geography Filter by location Map view
Search Volume
• Top Ranking sites are famous (wikipedia, etc.)
• Lots of AdWords ads
• Have title tags that begin with the keyphrase
Competition is high if…
What’s a <title> tag?
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title>
Shortcut!
If your Domain Authority is…
Target keyphrases with monthly searches of…
less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results
Text
Relevance
2. Using Keywords
On-Page SEO: 4 Parts1. Once at the beginning of the title <title>
2. Once in the first header <h1>
3. Four to six times in the body of the page
4. Links to the page from other pages on your site. Use the keyphrase in the links.
Indicate the relevance!
Internal LinkingOpportunities!
Rank!
3. Link Popularity
Inbound Links, BacklinksA link from any website to your site.
Definitions
Link Popularity, Domain Authority, PageRankA measurement of credibility of a website, based on the number and credibility of sites that link to it.
Link BuildingThe act of improving the link popularity of a website to improve search engine rankings.
links are credibility
more links = more credibility
links from credible sites =much more credibility
many outgoing links =less credibility per link
It’s good when the link textIncludes the target keyword.
but if all the links include thetarget keyword, that’s bad.
Domain Authority over time…
“Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.”
Source: Moz
EXAMPLESRank is relevance!
SEO is slow…and powerful
Email List GrowthGrow your list fast
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
Numbers: Sent, Delivered, Opens and Clicks
Rates: Sent, Delivered, Opens and Clicks
Social PromotionTargeted sharing…
Schedule, Automate
Stats of a Social Hustler
The Spike and the Long Tail
Initial spike from email marketing and social promotion(one week)
20 to 40 visits per dayfrom organic search(months or years)
Where there’s traffic, there’s hope...
Ready?Let’s make some content!
Source: Headline Hacks
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
…then watch your Analytics jump!
Template &Tools
Thank you!
Andy Crestodina@crestodina