september 2012 wine and web: content strategy 101
DESCRIPTION
Content Strategy (and highlights from Content Marketing World) We just got back from Content Marketing World and people keep asking for a download. So we're going to show you highlights from some of the best of the presentations we found. Each relates to some aspect of strategy. WHO is your content for? Understanding your audience through basic use of personas. WHAT do they want to read? Finding the topics that matter to the people who matter to you. HOW should you sound? A quick look at the tone and the words that work. WHERE does this content come from? Leveraging client stories to unlock a ton of fresh contentTRANSCRIPT
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Wine & Web
Andy Crestodina@crestodina #wineweb
Content Strategy 101
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Content Strategy
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“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: Contentini
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are you writing for?
Who
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1. Use Analytics Data• Pages/visit• Time on site
2. Keyword Expander
Who is Visiting Your Site?
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Visitor Personas
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Triggers
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do they want to read?
What
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Obvious, right?
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1. Keywords2. Q&A Sites3. Listening
Sources of Topics
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Topics: Google Suggest
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Topics: Google Keyword Tool
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Topics: Analytics
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Topics: LinkedIn Answers
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Topics: Quora.com
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Topics: Listening
1. Sales Team2. Customer Service Team3. Client Stories
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Source: Ann Handley
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Source: Ann Handley
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should you sound?
How
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Choose your words
“Don’t think OF the market ….think AS the market”
Source: Social Triggers
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Latinate Words- More formal- Longer (polysyllabic)- Fancy, proper
Examplesacquire, transmit, construct, resist, deposit, imitate, determined
Choose your words
Anglo-Saxon Words- Less formal - Short (often monosyllabic)- Forceful, direct
Examplesget, send, build, stop, put, mock, set
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LatinateWould you do me the honor of introducing me to this female acquaintance of yours?
Anglo-SaxonHey, that girl you were talking to is hot!Take me to her, will you?
Choose your words
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Write like an 8th grader! …but don’t dumb it down
Choose your words
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Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!