october content strategy

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Content Strategy Andy Crestodina @crestodina

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Page 1: October Content Strategy

Content Strategy

Andy Crestodina@crestodina

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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

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Advertising Content Marketing

Interrupt, Distract Attract

Outbound Inbound

Paid (Budget) Owned, Earned (Brains)

Hype Help

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How content works…

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Search + Social + Email = Content Marketing

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Traffic: Social, Email, Search

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Source: Website Traffic Sources

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do they want to read?

What

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Help your audience make a buying decision.

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Obvious, right?

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Your website is the mousetrap,

Your content is the cheese…

- Barry Feldman

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1. Keywords2. Q&A Sites3. Listening

Sources of Topics

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Finding Topics: Google Suggest

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Finding Topics: Ubersuggest

Source: Ubersuggest.org

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Finding Topics: Google Keyword Tool

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Finding Topics: Competitors’ Rank

Source: iSpionage

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Finding Topics: Analytics

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Finding Topics: Yahoo! Answers

Source: Yahoo! Answers

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Finding Topics: Quora.com

Source: Quora.com

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Finding Topics: Listening

1. Sales Team2. Customer Service Team3. Client Stories

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Source: Deana Goldasich

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Source: Periodic Table of Content

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“Don’t think OF the market ….think AS the market”

Derek Halpern

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…carefully

Choose Your Words

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• More formal• Longer (polysyllabic)• Fancy, proper

Examplesacquire, transmit, construct, resist, deposit, imitate, determined

Latinate Words

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Anglo-Saxon Words

• Less formal • Short (often monosyllabic)• Forceful, direct

Examplesget, send, build, stop, put, mock, set

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Choose your words

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Choose your words

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…but don’t dumb it down

Write like an 8th grader!

Source: NN Group

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HOW GOOGLE WORKS

It’s simpler than you think.

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Source: Moz, Search Engine Ranking Factors

How Search Engines Work

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Links = How trustworthy your site is

On-Page = How relevant the page is

Keyphrases = What the page is relevant to

SEO (over) simplified

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1. Choosing Keywords

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Keyphrases: 3 Criteria

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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

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Search Volume

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Search Trending

Resource: Google Trends

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RegionalInterest

Resource: Google Trends

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• Top Ranking sites are famous (wikipedia, etc.)

• Lots of AdWords ads

• Have title tags that begin with the keyphrase

Competition is high if…

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What’s a <title> tag?

…and it’s the link in Google search results!

It appears above the address bar in your browser…

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<title>Home</title>

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Check Link Popularity

Resource: Open Site Explorer

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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

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• Local (change tactics/choose another phrase)

• Videos (opportunity?)

• Images

• Products

• News

Check for Universal Search Results

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Text

Relevance

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2. Using Keywords

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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!

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Internal LinkingOpportunities!

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Rank!

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3. Link Popularity

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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.

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links are credibility

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more links = more credibility

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links from credible sites =much more credibility

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many outgoing links =less credibility per link

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It’s good when the link textIncludes the target keyword.

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but if all the links include thetarget keyword, that’s bad.

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Link Popularity and Domain Authority

Resource: Open Site Explorer

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Domain Authority over time…

“Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.”

Source: Moz

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EXAMPLESRank is relevance!

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SEO is slow…and powerful

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Email List GrowthGrow your list fast

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Before…

After…

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1900% increase. Not bad!

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Why it works

1.Prominence

2.Promise

3.Proof

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GOOD

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BAD

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Numbers: Sent, Delivered, Opens and Clicks

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Rates: Sent, Delivered, Opens and Clicks

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Social PromotionTargeted sharing…

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Targeted Sharing

Source: FollowerWonk

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Schedule, Automate

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Stats of a Social Hustler

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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)

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Where there’s traffic, there’s hope...

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Ready?Let’s make some content!

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Source: Headline Hacks

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More here: Headline Hacks

52 Headline Hacks

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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!

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Template &Tools

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Thank you!

Andy Crestodina@crestodina