12. ...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.
13. ...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinions
original research
19. @crestodina
Three ways to produce research
1. Observa*on: Pick a data set. Gather data.
2. Aggrega*on: Combine data from exisAng sources
20. @crestodina
Three ways to produce research
1. Observa*on: Pick a data set. Gather data.
2. Aggrega*on: Combine data from exisAng sources
3. Survey: Mass outreach and analysis
56. @crestodina
Focus on power topics
1. Do original research
Publish a staAsAc that no one else has published
2. Take a stand
Publish your strongest opinions
63. @crestodina
3 Ways to Collaborate
1. Ask for a contributor quote
2. Include them in an expert
roundup
3. Deep dive interview
source: Online Networking Guide, Orbit Media
70. @crestodina
Start a mastermind group
1. Monthly one-hour call, Skype or Hangout
2. Bring a guest each month
3. Miss it twice and you’re kicked out!
73. @crestodina
Content marketing mastermind agenda
1. What are you doing that we can promote?
2. What are you wriAng that we can collaborate on?
3. What are you doing to be more producAve?
108. @crestodina
Understand authority and competition
1. Know your Domain Authority
2. Target phrases only if your authority is in the
same range as the other high ranking pages
110. @crestodina
Indicate the relevance
1. <*tle>
Use the phrase once in the Atle tag
2. <h1>
Use the phrase once in the header
3. Body text
Use the phrase 2-4 Ames for each 500 words
111. @crestodina
We’ve been working on an intelligent model... that understands
real-world entities and their relationships to one another:
things, not strings.
Amit Singhal
Google
117. @crestodina
Semantically linked to “footer design”
website copyright
copyright text
website footer examples
header and footer
website footer definiAon
at the boom of the page
designing a website footer
fat footer
guidelines
standards
best pracAces
usability
content
ideas
inspiraAon
links SEO
sitemap
social media
navigaAon
purpose of
responsive
template
118. @crestodina
Semantically linked to “footer design”
website copyright
copyright text
website footer examples
header and footer
website footer definiAon
at the boom of the page
designing a website footer
fat footer
guidelines
standards
best pracAces
usability
content
ideas
inspiraAon
links SEO
sitemap
social media
navigaAon
purpose of
responsive
template
127. @crestodina
Adapt to semantic search
1. Find the words and phrases that are semanAcally
connected to your target phrase
2. Use those phrases within your content
131. @crestodina
Types of online searches
Informational
Transactional
Navigational
source: “Determining the informaAonal, navigaAonal and transacAonal intent of Web queries” Bernard Jansen, et al
132. @crestodina
Types of online searches
?
$
brand
source: “Determining the informaAonal, navigaAonal and transacAonal intent of Web queries” Bernard Jansen, et al
133. Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.
154. @crestodina
Create high-quality original content in collaboration with
relevant influencers that organically attracts enough links
and authority that our search optimized product and
service pages rank for the transactional phrases attracting
targeted visitors to our informative, trustworthy websites so
we get new leads everyday.