Content Strategy (and highlights from Content Marketing World) We just got back from Content Marketing World and people keep asking for a download. So we're going to show you highlights from some of the best of the presentations we found. Each relates to some aspect of strategy. WHO is your content for? Understanding your audience through basic use of personas. WHAT do they want to read? Finding the topics that matter to the people who matter to you. HOW should you sound? A quick look at the tone and the words that work. WHERE does this content come from? Leveraging client stories to unlock a ton of fresh content

1. Wine & Web
Content Strategy 101
Andy Crestodina
@crestodina #wineweb

2. Content Strategy

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

4. Who
are you writing for?

5. Who is Visiting Your Site?
1. Use Analytics Data
• Pages/visit
• Time on site
2. Keyword Expander

6. Visitor Personas

7. Triggers

8. What
do they want to read?

9. Obvious, right?

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

11. Topics: Google Suggest

12. Topics: Google Keyword Tool

13. Topics: Analytics

14. Topics: LinkedIn Answers

15. Topics: Quora.com

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

17. Source: Ann Handley

18. Source: Ann Handley

19. How
should you sound?

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

22. Source

23. Choose your words
Latinate Words Anglo-Saxon Words
- More formal - Less formal
- Longer (polysyllabic) - Short (often monosyllabic)
- Fancy, proper - Forceful, direct
Examples Examples
acquire, transmit, constru get, send, build, stop, put, m
ct, resist, deposit, imitate, ock, set
determined

24. Choose your words
Latinate
Would you do me the honor of introducing
me to this female acquaintance of yours?
Anglo-Saxon
Hey, that girl you were talking to is hot!
Take me to her, will you?

25. Choose your words
Write like an 8th grader!
…but don’t dumb it down

26. Wine & Web
Thank you!
Andy Crestodina
@orbiteers #wineweb