Wellspring Worldwide Content Strategy, via Andy Crestodina of Orbit Media. A great look into how to turn content into customers.

1. Content Strategy
Andy Crestodina
@crestodina
Wellspring Worldwide
User Group Meeting 2013

2. “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

3. Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid Owned, Earned
Budget Brains
Hype
Help

4. How
content
works…

5. Search + Social + Email = Content Marketing

6. Where there’s traffic, there’s hope...

7. Traffic: Social, Email, Search

8. Source: Website Traffic Sources

10. “Achieve business goals by
maximizing the impact of content.”
Content Strategists…
Source: Contentini

11. do they want to read?
What

12. Help your audience
make a buying decision.

13. Obvious, right?

14. Your website is the mousetrap,
Your content is the cheese…

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

16. Finding Topics: Google Suggest

17. Finding Topics: Ubersuggest
Source: Ubersuggest.org

18. Finding Topics: Google Keyword Tool

19. Finding Topics: Competitors’ Rank
Source: SpyFu.com

20. Finding Topics: Analytics

21. Finding Topics: Yahoo! Answers
Source: Yahoo! Answers

22. Finding Topics: Quora.com
Source: Quora.com

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

24. Source: Deana Goldasich

25. Source: Periodic Table of Content

26. “Don’t think OF the market
….think AS the market”
Derek Halpern

27. Source: Ann Handley

28. Source: Ann Handley

29. …carefully
Choose Your
Words

30. Source

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

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

33. Choose your words

34. Choose your words

35. …but don’t dumb it down
Write like an 8th grader!
Source: NN Group

37. HOW GOOGLE
WORKS
It’s simpler than you think.

38. Why do sites rank in search engines?
Source: Moz Search Ranking Factors 2013

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

40. 1. Choosing
Keywords

41. Keyphrases: 3 Criteria

42. 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

43. Search Volume
Resource: Google Keyword Tool

44. Search Trending
Resource: Google Trends

45. Regional
Interest
Resource: Google Trends

46. • Top Ranking sites are famous (wikipedia, etc.)
• Lots of AdWords ads
• Have title tags that begin with the keyphrase
Competition is high if…

47. What’s a <title> tag?
…and it’s the link in Google search results!
It appears above the address bar in your browser…

48. <title>Home</title>

49. Check Link Popularity
Resource: Open Site Explorer

50. Shortcut!
If your
Domain Authority is…
Target keyphrases
with monthly searches of…
less than 30 fewer than 100
less than 50 fewer than 1000
less than 70 fewer than 3000

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

52. Text
Relevance

53. 2. Using
Keywords

54. 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

55. Internal Linking
Opportunities!

56. Rank!

57. 3. Link
Popularity

58. Inbound Links, Backlinks
A link from a website to your site.
Definitions
Link Popularity, Domain Authority,
PageRank
A measurement of credibility of a website, based on
the number and credibility of sites that link to it.
Link Building
The act of improving the link popularity of a website
to improve search engine rankings.

59. links are credibility

60. more links = more credibility

61. links from credible sites =
much more credibility

62. many outgoing links =
less credibility per link

63. It’s good when the link text
Includes the target keyword.

64. but if all the links include the
target keyword, that’s bad.

65. Link Popularity and Domain Authority
Resource: Open Site Explorer

66. Domain Authority over time…
“Predicts a domain's ranking potential in search engines
based on an algorithmic combination of all link metrics.”
Source: Moz

67. EXAMPLES
Rank is relevance!

74. The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)

75. SEO: slow but powerful

76. Email List Growth
Grow your list fast

77. Before…
After…

78. 1900% increase. Not bad!

79. Why it works
1.Prominence
2.Promise
3.Proof

80. GOOD

81. BAD

82. Numbers: Sent, Delivered, Opens and Clicks

83. Rates: Sent, Delivered, Opens and Clicks

84. Ready?
Let’s make some content!

85. Source: Headline Hacks

86. More here: Headline Hacks
52 Headline Hacks

87. 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!

88. Template &
Tools

89. Thank you!
Andy Crestodina
@crestodina
Wellspring Worldwide
User Group Meeting 2013