This presentation was given on 2/20/13 by Andy Crestodina at Booth Marketing Roundtable.

1. Content Strategy
Andy Crestodina
@crestodina

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. How
content
works…

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

5. Traffic: Social, Email, Search

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

9. Don’t sell.
Help your audience make a
buying decision.

10. What
do they want to read?

11. Obvious, right?

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

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

14. Finding Topics: Google Suggest

15. Finding Topics: Ubersuggest
Source: Ubersuggest.org

16. Finding Topics: Google Keyword Tool

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

18. Finding Topics: Analytics

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

20. Finding Topics: Quora.com
Source: Quora.com

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

22. Source: Deana Goldasich

23. Choose your words
“Don’t think OF the market
….think AS the market”
Source: Social Triggers

24. Source: Ann Handley

25. Source: Ann Handley

26. How
should you sound?

27. Source

28. Latinate Words
• More formal
• Longer (polysyllabic)
• Fancy, proper
Examples
acquire, transmit, constru
ct, resist,
deposit, imitate, determin
ed

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

30. Choose your words

31. Choose your words

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

34. SEO has 3 parts

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

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

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

45. Relevance
Text

47. 52 Headline Hacks
More here: Headline Hacks

48. Where
do I put these keywords?

49. 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.

50. More Internal Linking

51. Email List Growth
Grow your list fast

52. Before…
After…

53. 1900% increase. Not bad!

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

55. GOOD

56. BAD

57. Oh My! What a big list you have…

58. Do this tomorrow…
1. Finda relevant topic
2. Research keyphrases, pick a phrase that
aligns with thetopic
3. Write 500 words, use on-page SEO
4. Share it through social media
5. Send it as a newsletter
…watch your Analytics jump!

59. Template &
Tools

60. Thank you!
Andy Crestodina
@crestodina