wellspring worldwide content strategy

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Wellspring Worldwide Content Strategy, via Andy Crestodina of Orbit Media. A great look into how to turn content into customers.


  • 1. Content Strategy Andy Crestodina @crestodina Wellspring Worldwide User Group Meeting 2013

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. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid Owned, Earned Budget Brains Hype Help 4. How content works 5. Search + Social + Email = Content Marketing 6. Where theres traffic, theres hope... 7. Traffic: Social, Email, Search 8. Source: Website Traffic Sources 9. Achieve business goals by maximizing the impact of content. Content Strategists Source: Contentini 10. do they want to read? What 11. Help your audience make a buying decision. 12. Obvious, right? 13. Your website is the mousetrap, Your content is the cheese 14. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics 15. Finding Topics: Google Suggest 16. Finding Topics: Ubersuggest Source: Ubersuggest.org 17. Finding Topics: Google Keyword Tool 18. Finding Topics: Competitors Rank Source: SpyFu.com 19. Finding Topics: Analytics 20. Finding Topics: Yahoo! Answers Source: Yahoo! Answers 21. Finding Topics: Quora.com Source: Quora.com 22. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories 23. Source: Deana Goldasich 24. Source: Periodic Table of Content 25. Dont think OF the market .think AS the market Derek Halpern 26. Source: Ann Handley 27. Source: Ann Handley 28. carefully Choose Your Words 29. Source 30. More formal Longer (polysyllabic) Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words 31. Anglo-Saxon Words Less formal Short (often monosyllabic) Forceful, direct Examples get, send, build, stop, put, mock, set 32. Choose your words 33. Choose your words 34. but dont dumb it down Write like an 8th grader! Source: NN Group 35. HOW GOOGLE WORKS Its simpler than you think. 36. Why do sites rank in search engines? Source: Moz Search Ranking Factors 2013 37. Links = How trustworthy your site is On-Page = How relevant the page is Keyphrases = What the page is relevant to SEO (over) simplified 38. 1. Choosing Keywords 39. Keyphrases: 3 Criteria 40. Keywords and Trends Resource: Google Keyword Tool, Google Trends Google Keyword Tool Google Trends Suggests phrases Up to 100 10 Search volume displayed as Specific numbers Relative Trending Geography US (local), world (global) countries, states, metro 41. Search Volume Resource: Google Keyword Tool 42. Search Trending Resource: Google Trends 43. Regional Interest Resource: Google Trends 44. Top Ranking sites are famous (wikipedia, etc.) Lots of AdWords ads Have title tags that begin with the keyphrase Competition is high if 45. Whats a tag? and its the link in Google search results! It appears above the address bar in your browser 46. Home 47. Check Link Popularity Resource: Open Site Explorer 48. 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 49. Local (change tactics/choose another phrase) Videos (opportunity?) Images Products News Check for Universal Search Results 50. Text Relevance 51. 2. Using Keywords 52. On-Page SEO: 4 Parts 1. Once at the beginning of the title 2. 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 53. Internal Linking Opportunities! 54. Rank! 55. 3. Link Popularity 56. 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. 57. links are credibility 58. more links = more credibility 59. links from credible sites = much more credibility 60. many outgoing links = less credibility per link 61. Its good when the link text Includes the target keyword. 62. but if all the links include the target keyword, thats bad. 63. Link Popularity and Domain Authority Resource: Open Site Explorer 64. Domain Authority over time Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics. Source: Moz 65. EXAMPLES Rank is relevance! 66. The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years) 67. SEO: slow but powerful 68. Email List Growth Grow your list fast 69. Before After 70. 1900% increase. Not bad! 71. Why it works 1.Prominence 2.Promise 3.Proof 72. GOOD 73. BAD 74. Numbers: Sent, Delivered, Opens and Clicks 75. Rates: Sent, Delivered, Opens and Clicks 76. Ready? Lets make some content! 77. Source: Headline Hacks 78. More here: Headline Hacks 52 Headline Hacks 79. 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! 80. Template & Tools 81. Thank you! Andy Crestodina @crestodina Wellspring Worldwide User Group Meeting 2013