content strategy 2014
Post on 17-May-2015
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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 (Budget) Owned, Earned (Brains)
Hype Help
The Funnel
Traffic x Conversion Rate = Leads
…so let’s make it simple
How content works…
Search + Social + Email = Content Marketing
Traffic: Social, Email, Search
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…
- Barry Feldman
1. Keywords2. Q&A Sites3. Listening
Sources of Topics
Finding Topics: Google Suggest
Google Keyword Planner
Finding Topics: Analytics
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
Finding Topics: Listening
1. Sales Team2. Customer Service Team3. Client Stories
Source: Deana Goldasich
“Don’t think OF the market ….think AS the market”
Derek Halpern
HOW GOOGLE WORKS
It’s simpler than you think.
This is why Google won…
Source: MOZ, 2013 Search Ranking Factors
Search Ranking Factors
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (over) simplified
1. Choosing Keywords
Keyphrases: 3 Criteria
VOLUMEHow many people are searching for it?
Search Volume
Text
Many Sections, Many Phrases
COMPETITION
Link Popularity / Domain Authority
20 40 60 80#unfair
Their Authority…
Resource: MOZ Analytics *paid
2. Using Keywords
Use the phrase in 4 places
1. Title2. Header3. Body Text4. Internal Links
Indicate the relevance!
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title> <title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too aggressive!
4. Internal Links
1. Link from older pagesto the new page
2. Use the keyphrase as the text in the links…
Resource: Internal Linking
Internal LinkingOpportunities!
3. Link Popularity
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 textIncludes the target keyword.
but if all the links include thetarget keyword, that’s bad.
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!
Link, Link, Nudge, Nudge!
EXAMPLESRank is relevance!
200 visits / month
275 visits / month
415 visits / month
3500 visits / month
SEO is slow…and powerful
Where there’s traffic, there’s hope...
CROConversion Rate Optimization
70
Conversion Report
71
Why Do Visitors Convert?
When you say it, it’s marketing.When they say it, it’s social proof.
Social Proof and Testimonials
74
Never Make a Testimonials Page
75
Subsequent Conversions
76
Subsequent Conversions
LIST GROWTH
POP QUIZ!
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
Sending unsolicited email is…
M
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
Sender Name
Sender Name = Human
“Be a person.”- Sonia Simone
Hi Andy,
One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%.
People also responded to the email so it helped with customer service and client interaction.
Jason
Campaign Tracking
Thank you, Email!
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 1000 words, use on-page SEO
4. Share it through social media
5. Send it as a newsletter
…then watch your Analytics jump!
Template &Tools
Thank you!
Andy Crestodina@crestodina
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