wine & web: content strategy
DESCRIPTION
Content strategy tips: find topics, research keywords, generate content that connects, grow your email list, share through social media and measure everything! This presentation was given by Andy on 3/27/13 at Orbit's monthly open house, Wine & Web.TRANSCRIPT
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Content Strategy
Andy Crestodina@crestodina #wineweb
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- Guy Kawasaki
“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.”
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How content works…
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Where there’s traffic, there’s hope...
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Traffic: Social, Email, Search
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“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: Contentini
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Don’t sell.
Help your audience make a buying decision.
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do they want to read?
What
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Obvious, right?
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Your website is the mousetrap,
Your content is the cheese…
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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: Google Keyword Tool
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Finding Topics: Analytics
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Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
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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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Choose your words
“Don’t think OF the market ….think AS the market”
Source: Social Triggers
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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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• 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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SEO has 3 parts
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Source: SEOmoz, 2011 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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do I find these keywords?
How
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3 Criteria for Choosing Keyphrases
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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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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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Rank!
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do I put these keywords?
Where
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On-Page SEO
• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.
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More Internal Linking
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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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Oh My! What a big list you have…
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Ready?Let’s make some content!
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source: Headline Hacks
52 Headline Hacks1. Threat Headlines13 Things Your [Trusted Person] Won't Tell You
2. Zen Headlines10 Shortcuts for [Completing Tedious Process] in Record Time
3. Piggyback Headlines[Famous Person’s] Top 10 Tips for [Blank]
4. Mistake Headline7 [Blank] Mistakes That Make You Look Dumb
5. How to HeadlinesHow to Be [Desirable Quality]
6. List Headlines72 Killer Resources for [Audience/Process]
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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 #wineweb