wellspring worldwide content strategy
Post on 15-May-2015
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Content Strategy
Andy Crestodina@crestodina
Wellspring Worldwide User Group Meeting 2013
“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 Owned, Earned
Budget Brains
HypeHelp
How content works…
Search + Social + Email = Content Marketing
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: Contentini
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…
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
“Don’t think OF the market ….think AS the market”
Derek Halpern
Source: Ann Handley
Source: Ann Handley
…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.
Why do sites rank in search engines?
Source: Moz Search Ranking Factors 2013
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 Tool, Google Trends
Google Keyword Tool Google Trends
Suggests phrases Up to 100 10
Search volume displayed as
Specific numbers Relative Trending
Geography US (local), world (global)
countries, states, metro
• 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 Parts
1. <title> Once at the beginning of the title
2. <h1> Once in the first header
3. Four to six times in the body of the page
4. In links to the page from other pages
Internal LinkingOpportunities!
Rank!
3. Link Popularity
Inbound Links, BacklinksA link from a 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!
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)
SEO: slow but 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
Ready?Let’s make some content!
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
Wellspring Worldwide User Group Meeting 2013
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