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Content Strategy
Andy Crestodina
@crestodina
“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
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid Owned, Earned
Budget Brains
It’s a mega trend…
How
content
works…
Search + Social + Email = Content Marketing
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
Source: Website Traffic Sources
Publicity Club of Chicago Semiar
“Achieve business goals by
maximizing the impact of content.”
Content Strategists…
Source: Contentini
do they want to read?
What
Help your audience
make a buying decision.
Obvious, right?
Your website is the mousetrap,
Your content is the cheese…
1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics
Finding Topics: Google Suggest
Finding Topics: Ubersuggest
Source: Ubersuggest.org
Finding Topics: Google Keyword Tool
Finding Topics: Competitors’ Rank
Source: SpyFu.com
Finding Topics: Analytics
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
Finding Topics: Quora.com
Source: Quora.com
Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories
Source: Deana Goldasich
Source: Periodic Table of Content
“Don’t think OF the market
….think AS the market”
Derek Halpern
Source: Ann Handley
Source: Ann Handley
…carefully
Choose Your
Words
Source
• More formal
• Longer (polysyllabic)
• Fancy, proper
Examples
acquire, transmit,
construct, resist,
deposit, imitate,
determined
Latinate Words
Anglo-Saxon
Words
• Less formal
• Short (often
monosyllabic)
• Forceful, direct
Examples
get, send, build, stop, put
, mock, set
Choose your words
Choose your words
…but don’t dumb it down
Write like an 8th grader!
Source: NN Group
Publicity Club of Chicago Semiar
HOW GOOGLE
WORKS
…it’s really not that complicated
Source: SEOmoz, 2011 Search Engine Ranking Factors
How Search Engines Work
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (over) simplified
SEO Steps: Effort and Importance
Tech.
SEO
EFFORT
Keyword
Research
On-Page
Link Building…
TIME
1. Choosing
Keywords
Keyphrases: 3 Criteria
Search Volume
Resource: Google Keyword Tool
Search Trending
Resource: Google Trends
Regional
Interest
Resource: Google Trends
• Top Ranking sites are famous (wikipedia, etc.)
• Lots of AdWords ads
• Have title tags that begin with the keyphrase
Competition is high if…
What’s a <title> tag?
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title>
Check Link Popularity
Resource: Open Site Explorer
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
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results
Text
Relevance
2. Using
Keywords
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
Internal Linking
Opportunities!
Rank!
3. Link
Popularity
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.
links are credibility
more links = more credibility
links from credible sites =
much more credibility
many outgoing links =
less credibility per link
It’s good when the link text
Includes the target keyword.
but if all the links include the
target keyword, that’s bad.
Link Popularity and Domain Authority
Resource: Open Site Explorer
Domain Authority over time…
“Predicts a domain's ranking potential in search engines
based on an algorithmic combination of all link metrics.”
Source: SEOmoz
If Lance Armstrong
was an SEO…
RANK!
If Lance Armstrong was an SEO…
Buying Links / Blog Networks
Reciprocal Linking / Link Wheels
Blog Comment Spam
Spammy Guest Blogging
#blackhat
Welcome to the dark side…
Publicity Club of Chicago Semiar
2012
Revenge!
Penalties for…
• Paid Links / Link Schemes
• Over-optimized Link Text
• Keyword Stuffing
• Cloaking
• Duplicate Content
Source: Sean McGinnis, Why Link Building is Hard Work
GUEST
BLOGGING
…also known as “PR”
Blogging vs. Guest Blogging
Blogging
Content = 2
Links = 0
Friends = 0
Guest Blogging
Content = 3
Links = 1
Friends = 2
YOUYOU
Blogging vs. Guest Blogging
Round Two…
content better links + real connections
Blogging Guest Blogging Strategy
Blogging vs. Guest Blogging
Round Four…
Nice blog, but… This is what great web marketing looks like.
Blogging Guest Blogging Strategy
Guest Blogging Tips: Research
Search for: [topic/industry] “write for us”
…just look at all those blogs!
Is the domain authority higher than yours?
Is there good social activity? Shares? Comments?
Is you audience likely to read this blog?
Know the blog:
• Read the guidelines
• Recent posts
• Focus on the audience
Guest Blogging Tips: The Pitch
1. Connect with the editor.
Build a relationship. Use social media.
2. Keep it short and personalized
“I read the article ‘XYZ Title’ and really enjoyed it. I think I
have an idea for an article that your readers will really
love. Would you be interested in that?”
3. Offer to edit “happy to make any changes.”
4. Offer to promote …and respond to comments
5. Follow up, but don‟t be pushy
Guest Blogging Tips: The Post
1. Make. It. Good.
2. Make it fit. Length, formatting and images
3. Optimize it! Keyword Research + On Page SEO
4. Author bio: Short, sweet and HTML (rel=author)
5. Link to your other content …if it makes sense
6. Make it easy for them. A „no-work‟ proposition
Diminishing Returns…
• 20 links on 20 domains > 20 links on 2 domains
• Vary your anchor text often. Don’t over-optimize!
Source: SEOmoz, What are you best tips for link builders?
Here‟s an example…
LINK
MAGNETS
…the real secret to
building links and ranking higher
Step 1: Write 2000+ words
A. Teaches something useful
B. It‟s on a topic that you love
GOAL: Write the best page
on the internet for the topic
Step 2: Pick a phrase
A. Yes, people are searching for it.
B. No, it‟s not too competitive.
GOAL: a realistic chance of ranking
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
Source: Orbit Media: How to Research Keywords
Step 3: Use the phrase
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Build links to the page from other pages on
your site. Use the keyphrase in the links.
GOAL: indicate the relevance
Step 4: Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted on a site with high authority
D. Improve the page however possible!
GOAL: Link, Link, Nudge, Nudge.
Rank Links Rank
So that’s how Wikipedia does it!
PR = LINKS = SEO
… and now you know!
10 More Ways to play…
1. SEO-savvy PR
2. Check competitors Links (OpenSiteExplorer.org)
3. Use the phone
4. Sponsor Something
5. Interview Someone
6. Ask plagiarists to link to you (CopyScape.com)
7. Ask partners, suppliers, vendors, etc.
8. Run a contest
9. Submit to IYPs (Internet Yellow Pages)
10. Be a Member: Associations, Chambers, Directories
Source: SEW: 131 (Legitimate) Link Building Strategies
Keep Score!Source: List.ly: Guest Posts
AUTHORSHIP
The Future of Search is Social
“Within search results, information tied to
verified online profiles will be ranked higher than
content without such verification, which will
result in most users naturally clicking on the top
(verified) results.
The true cost of remaining
anonymous, then, might be irrelevance.”
Eric Schmidt, Executive Chairman of Google
Eric Schmidt
The New Digital Age
“By seeing the person associated with the
content instead of just a link, users can have an
easier time engaging with the person behind
the content,
while at the same time more easily identifying
high-quality content of interest to them.”
Sagar Kamdar
Google Product Manager
Snippets vs. Rich Snippets
Google+ Profile = Rich Snippet
Google+ Jumpstart Guide: http://www.orbitmedia.com/blog/google-plus-guide
Authorship: Two Link Method
Author Box …or just a few links
Link 1: from page to profile
Connect with Andy on
<a rel="author"
href="https://plus.google.com/1132729293288121
28697?rel=author”>
Google+</a>.
Link 2: from profile to page
Wait a week …didn’t work?
1. Link directly to the blog post
2. Verify your email address in G+
3. Rich snippets testing tool
Change the “Contributor to” link so it links directly to
the actual post, rather than the general blog address
Enter the URL or HTML here:
http://www.google.com/webmasters/tools/richsnippets
Publicity Club of Chicago Semiar
What’s the point? Higher CTR
Source: http://www.seomoz.org/blog/google-author-photos
“The final number settled down around a 35% increase
in click-through rate.”
AUTHOR
STATS
All your posts, all in one place…
Author Stats / SEO Performance
…even for guest posts!
Social
Promotion
Targeted sharing…
Publicity Club of Chicago Semiar
Targeted Sharing
Publicity Club of Chicago Semiar
Schedule, Automate
Stats of a Social Hustler
PR is temporary…
…content is forever.
X =
WHO
…will become the great content
marketing firm?
Search + Social + Email = Content Marketing
Ready?
Let’s make some content!
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!
Andy Crestodina
@crestodina
Thank you!

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