September 2012 Wine and Web: Content Strategy 101

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Orbit Media Studios

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

Technologie Design

Wine & Web

Content Strategy 101

Andy Crestodina
@crestodina #wineweb

Content Strategy

Content Strategists…

“Achieve business goals by
maximizing the impact of content.”

Source: Contentini

Who
are you writing for?

Who is Visiting Your Site?

1. Use Analytics Data
• Pages/visit
• Time on site

2. Keyword Expander

Visitor Personas

Triggers

What
do they want to read?

Obvious, right?

Sources of Topics

1. Keywords
2. Q&A Sites
3. Listening

Topics: Google Suggest

Topics: Google Keyword Tool

Topics: Analytics

Topics: LinkedIn Answers

Topics: Quora.com

Topics: Listening

1. Sales Team
2. Customer Service Team
3. Client Stories

Source: Ann Handley

Source: Ann Handley

How
should you sound?

Choose your words

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

Source

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

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?

Choose your words

Write like an 8th grader!
…but don’t dumb it down

Wine & Web

Thank you!

Andy Crestodina
@orbiteers #wineweb

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September 2012 Wine and Web: Content Strategy 101

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

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

21.

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