1. Content Strategy
Andy
Crestodina
@crestodina

2. If
you
have
more
MONEY
than
brains,
you
should
focus
on
outbound
markeCng.
If
you
have
more
BRAINS
than
money,
you
should
focus
on
inbound
markeCng.
-­‐
Guy
Kawasaki

3. Focus
on
the
core
problem
your
business
solves
and
put
out
lots
of
content
and
enthusiasm,
and
ideas
about
how
to
solve
that
problem.
-­‐
Laura
FiLon

4. How content
marketing
works…

5. Traffic leads to …traffic

6. Traffic: Social, Email, Search

8. Content Strategists…
Achieve
business
goals
by
maximizing
the
impact
of
content.
Source:
ContenCni

9. Don t
sell.
Help
your
audience
make
a
buying
decision.

10. What
do
they
want
to
read?

11. Obvious, right?

12. Sources of Topics
1.
Keywords
2.
Q&A
Sites
3.
Listening

13. Topics: Google Suggest

14. Topics: Ubersuggest
Source:
Ubersuggest.org

15. Topics: Google Keyword Tool

16. Topics: Competitors Rank
Source:
SpyFu.com

17. Topics: Analytics

18. Topics: LinkedIn Answers
Source:
LinkedIn
Answers

19. Topics: Quora
Source:
Quora.com

20. Topics: Listening
1.
Sales
Team
2.
Customer
Service
Team
3.
Client
Stories

21. Source:
Deana
Goldasich

22. Choose your words
Don t
think
OF
the
market
….think
AS
the
market
Source:
Social
Triggers

23. Source:
Ann
Handley

24. Source:
Ann
Handley

25. How
should
you
sound?

26. Source

27. Latinate Words
•
More
formal
•
Longer
(polysyllabic)
•
Fancy,
proper
Examples
acquire,
transmit,
construct,
resist,
deposit,
imitate,
determined

28. Anglo-Saxon
Words
•
Less
formal
•
Short
(oen
monosyllabic)
•
Forceful,
direct
Examples
get,
send,
build,
stop,
put,
mock,
set

29. Choose your words

30. Choose your words

31. Write like an 8th grader!
…but
don t
dumb
it
down
Source:
NN
Group

33. SEO has 3 parts

34. How Search Engines Work
Source:
SEOmoz,
2011
Search
Engine
Ranking
Factors

35. How Search Engines Work
Source:
SEOmoz,
2011
Search
Engine
Ranking
Factors

36. SEO (over) simplified
Links
=
How
trustworthy
your
site
is
On-­‐Page
=
How
relevant
the
page
is
Keyphrases
=
What
the
page
is
relevant
to

37. How
do
I
find
these
keywords?

38. 3 Criteria for Choosing Keyphrases

39. Search Volume
Text
Resource:
Google
Keyword
Tool

40. Search Trending
Resource:
Google
Trends

41. Regional
Interest
Resource:
Google
Trends

42. Competition
CompeCCon
is
high
if
the
sites
on
page
one…
•
Are
famous
(wikipedia,
etc.)
•
Have
Ctle
tags
that
begin
with
the
keyphrase
•
Lots
of
AdWords
ads
•
Have
a
higher
domain
authority
than
you*
*see
Open
Site
Explorer

43. Check for Universal Search Results
•
Local
(change
tacCcs/choose
another
phrase)
•
Videos
(opportunity?)
•
Images
•
Products
•
News

44. Relevance
Text

46. 52 Headline Hacks
More
here:
Headline
Hacks

47. Where
do
I
put
these
keywords?

48. On-Page SEO
•
Once
at
the
beginning
of
the
Ctle
<Ctle>
•
Once
in
the
first
header
<h1>
•
Four
to
six
Cmes
in
the
body
of
the
page
•
In
links
on
other
pages
that
link
to
the
page.

49. More Internal Linking

50. Template &
Tools

51. Thank you!
Andy
Crestodina
@crestodina