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Content Creation 101
    Getting your on-page copy correct:
  How keyword research, link building and
      copywriting go hand-in-hand.
About This Presentation

1. The Case for Content

2. Your Content Strategy

3. Sourcing Your Content

4. Bookmarks
Part 1
    The Case for Content
Producing unique and relevant content
requires time and money....

...so, why bother?
Owning Your Brand
When people search for your brand, make sure you dominate the top results...

                                             1. Homepage
                                             2. About us page
                                             3. Contact us page
                                             4. Company blog
                                             5. Twitter profile
                                             6. Facebook page
                                             7. LinkedIn profile
                                             8. SlideShare profile
                                             9. Article on third party site
                                             10.Directory listing
Getting Discovered
•   Majority of online purchases start with a
    search (groupm Search)

•   Top organic results get more eyeball time
    and a better clickthrough than paid results
    (User Centric / eight-eleven)

•   Google recommends that webmasters
    create “compelling content” in order to
    improve rankings, traffic and conversions

•   Recent algorithm changes, such as Panda,
    have placed a renewed emphasis on unique
    and relevant content (Webmaster Central Blog)

•   More relevant pages = more opportunities
    to get returned in search
Crawlability and Surfability
Investing in content enables you to create a website structure that both Google’s
crawler and your human visitors can easily navigate

A simple, flat structure like this one makes very specific pages deep within your site
accessible within a few clicks of your homepage

More pages means more tailored and more relevant results
Link Bait and Social Sharing
                 Unique, relevant content gives
                 third parties something to link to,
                 which means more traffic and
                 better search results.

                 It also gives you something to share
                 via social media and RSS, which
                 increases your reach and improves
                 user engagement.

                 “…great content that naturally has
                 links, and some good social media
                 marketing so that people are linking to
                 it organically” (Matt Cutts)

                 “…first you have to have great content...
                 then you need to tell people about it…
                 social media marketing can be a great
                 way to do that.” (Webmaster Blog)
Exploiting the Long-tail
                 Keyword research is about
                 finding the middle ground
                 between ultra-competitive,
                 high-volume terms and
                 easy-to-win terms that nobody
                 is searching for.

                 Adding new, specific pages
                 populated with relevant,
                 unique content helps you to
                 exploit the long-tail.

                 You give Google’s crawler and
                 your target audience a more
                 relevant and useful result.
Dwell Time and Conversion
Related content                                  Relevant results
I like red sports cars, so I’ll click on links   When targeting long-tail keywords,
to more content about red sports cars            point traffic at specific pages on your
and spend more time on this site.                site to increase conversion
                                                 opportunities.
The Case for Content
Better natural search performance
•   More fresh, unique and relevant pages that naturally
    feature your keywords.
•   Your site is growing and easy to navigate.
•   You’re producing something for third parties to share and
    link to.
                                                                   +
Improved user experience
•   More relevant results that can compete on longer-tail
    searches and improve conversion
•   Easy navigation and lots of related content to improve dwell
    time
Part 2
     Your Content Strategy
The right content mix...




                ...and good on-page SEO
Content Mix
Static and Dynamic content complement one another, enabling you to build a
high-value, content-rich website that always has something new to offer.
          Static Content




                                                  Dynamic Content
                           Landing pages                            Company blog
                           Reference material                       Industry news
                           How to                                   Media releases
                           Service descriptions                     UGC
                           Product guides
                           White papers


                           Add new pages over                       Add new pages daily
                           time
Static Content
• Static content provides the permanent structure for your website

• Relevant, substantive reference material to add value for your
  visitors, retain them for longer and boost your conversion rates

• These pages can rank in search for your target keywords and attract
  links from third parties

• Static pages will have a longer shelf life than blog posts and news
  stories, but they will need to be updated periodically

• More quality indexed pages = more opportunities to get found
Dynamic Content
• Dynamic content keeps your site fresh, encouraging repeat visits and
  regular crawling

• Daily updates allow you to exploit trending topics and tap into the QDF
  element of Google’s algorithm

• These shorter, more time-sensitive pages give you something to share on
  social media and can help you pick up longer tail search traffic

• They provide the meat in your sandwich
  (newsletters, article marketing, social media)
Example
    If you owned a website called www.suited.com.au that sells men’s suits, shirts and
    other smart apparel, your content strategy might look something like this...


Static
•   Product pages with detailed descriptions and images
•   Guides on how to dress for particular occasions,
    what to look for in a suit



Dynamic
•   A fashion blog with regular comment pieces on the latest trends
•   A fashion newsfeed reporting on new developments in the industry
•   The blog and newsfeed would both be used to provide content for email
    newsletters, social media and article marketing campaigns
On-page SEO
Writing Rules
•   Relevant to your audience
•   Unique to your website
•   Ongoing process for adding new static and dynamic pages
•   Sharing your content beyond your website
•   Best practice on-page SEO
Part 3
      Sourcing Your Content
 Content will cost money wherever you get it from.
 Here is our quick rundown on 3 different options and the pros and cons
 for each:


• Freelancers
• Agency
• In-house
Sourcing Your Content
            Short-term agreements, no tie-in

            Established writing expertise


            Restricted scalability

            Limited back-up

            High cost per article




   Freelance Writers
Sourcing Your Content
              Full control over the content
              creation process

              Long-term, large-scale content
              strategy


              Cover for sickness and holiday

              Training, management, legal liability

              Office space, tools, benefits


    In-house Writers
Sourcing Your Content
               Existing expertise

               Complementary skills

               Resilience and scalability


               Degree of detachment

               Contract tie-ins



   Third Party Suppliers
Bookmarks
Google Analytics: http://www.google.com/analytics/
Google Webmaster Central: http://www.google.com/webmasters/
Rankchecker by SEO Book: http://tools.seobook.com/firefox/rank-checker/
Keyword Spy: http://www.keywordspy.com/
Keyword Samurai : http://www.marketsamurai.com/
Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
Google Wonder Wheel: http://www.googlewonderwheel.com/
Keyword Suggest by SEO Book: http://tools.seobook.com/keyword-tools/seobook/
SEOMoz Blog: http://www.seomoz.org/blog
Search Engine Land: http://searchengineland.com/
Matt Cutts Blog: http://www.mattcutts.com/blog/
Eight-Eleven: http://eight-eleven.com/
User Centric: http://www.usercentric.com/
Performics: http://www.performics.com/
Custom Content Council: http://www.custompublishingcouncil.com/
Elliance: http://www.elliance.com/
About Castleford
Custom news, blogs and evergreen content for websites and
social media.

castleford.com.au/blog
twitter.com/castlefordmedia
info@castleford.com.au

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Content creation 101, Online Marketer 2011

  • 1. Content Creation 101 Getting your on-page copy correct: How keyword research, link building and copywriting go hand-in-hand.
  • 2. About This Presentation 1. The Case for Content 2. Your Content Strategy 3. Sourcing Your Content 4. Bookmarks
  • 3. Part 1 The Case for Content Producing unique and relevant content requires time and money.... ...so, why bother?
  • 4. Owning Your Brand When people search for your brand, make sure you dominate the top results... 1. Homepage 2. About us page 3. Contact us page 4. Company blog 5. Twitter profile 6. Facebook page 7. LinkedIn profile 8. SlideShare profile 9. Article on third party site 10.Directory listing
  • 5. Getting Discovered • Majority of online purchases start with a search (groupm Search) • Top organic results get more eyeball time and a better clickthrough than paid results (User Centric / eight-eleven) • Google recommends that webmasters create “compelling content” in order to improve rankings, traffic and conversions • Recent algorithm changes, such as Panda, have placed a renewed emphasis on unique and relevant content (Webmaster Central Blog) • More relevant pages = more opportunities to get returned in search
  • 6. Crawlability and Surfability Investing in content enables you to create a website structure that both Google’s crawler and your human visitors can easily navigate A simple, flat structure like this one makes very specific pages deep within your site accessible within a few clicks of your homepage More pages means more tailored and more relevant results
  • 7. Link Bait and Social Sharing Unique, relevant content gives third parties something to link to, which means more traffic and better search results. It also gives you something to share via social media and RSS, which increases your reach and improves user engagement. “…great content that naturally has links, and some good social media marketing so that people are linking to it organically” (Matt Cutts) “…first you have to have great content... then you need to tell people about it… social media marketing can be a great way to do that.” (Webmaster Blog)
  • 8. Exploiting the Long-tail Keyword research is about finding the middle ground between ultra-competitive, high-volume terms and easy-to-win terms that nobody is searching for. Adding new, specific pages populated with relevant, unique content helps you to exploit the long-tail. You give Google’s crawler and your target audience a more relevant and useful result.
  • 9. Dwell Time and Conversion Related content Relevant results I like red sports cars, so I’ll click on links When targeting long-tail keywords, to more content about red sports cars point traffic at specific pages on your and spend more time on this site. site to increase conversion opportunities.
  • 10. The Case for Content Better natural search performance • More fresh, unique and relevant pages that naturally feature your keywords. • Your site is growing and easy to navigate. • You’re producing something for third parties to share and link to. + Improved user experience • More relevant results that can compete on longer-tail searches and improve conversion • Easy navigation and lots of related content to improve dwell time
  • 11. Part 2 Your Content Strategy The right content mix... ...and good on-page SEO
  • 12. Content Mix Static and Dynamic content complement one another, enabling you to build a high-value, content-rich website that always has something new to offer. Static Content Dynamic Content Landing pages Company blog Reference material Industry news How to Media releases Service descriptions UGC Product guides White papers Add new pages over Add new pages daily time
  • 13. Static Content • Static content provides the permanent structure for your website • Relevant, substantive reference material to add value for your visitors, retain them for longer and boost your conversion rates • These pages can rank in search for your target keywords and attract links from third parties • Static pages will have a longer shelf life than blog posts and news stories, but they will need to be updated periodically • More quality indexed pages = more opportunities to get found
  • 14. Dynamic Content • Dynamic content keeps your site fresh, encouraging repeat visits and regular crawling • Daily updates allow you to exploit trending topics and tap into the QDF element of Google’s algorithm • These shorter, more time-sensitive pages give you something to share on social media and can help you pick up longer tail search traffic • They provide the meat in your sandwich (newsletters, article marketing, social media)
  • 15. Example If you owned a website called www.suited.com.au that sells men’s suits, shirts and other smart apparel, your content strategy might look something like this... Static • Product pages with detailed descriptions and images • Guides on how to dress for particular occasions, what to look for in a suit Dynamic • A fashion blog with regular comment pieces on the latest trends • A fashion newsfeed reporting on new developments in the industry • The blog and newsfeed would both be used to provide content for email newsletters, social media and article marketing campaigns
  • 17. Writing Rules • Relevant to your audience • Unique to your website • Ongoing process for adding new static and dynamic pages • Sharing your content beyond your website • Best practice on-page SEO
  • 18. Part 3 Sourcing Your Content Content will cost money wherever you get it from. Here is our quick rundown on 3 different options and the pros and cons for each: • Freelancers • Agency • In-house
  • 19. Sourcing Your Content Short-term agreements, no tie-in Established writing expertise Restricted scalability Limited back-up High cost per article Freelance Writers
  • 20. Sourcing Your Content Full control over the content creation process Long-term, large-scale content strategy Cover for sickness and holiday Training, management, legal liability Office space, tools, benefits In-house Writers
  • 21. Sourcing Your Content Existing expertise Complementary skills Resilience and scalability Degree of detachment Contract tie-ins Third Party Suppliers
  • 22. Bookmarks Google Analytics: http://www.google.com/analytics/ Google Webmaster Central: http://www.google.com/webmasters/ Rankchecker by SEO Book: http://tools.seobook.com/firefox/rank-checker/ Keyword Spy: http://www.keywordspy.com/ Keyword Samurai : http://www.marketsamurai.com/ Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal Google Wonder Wheel: http://www.googlewonderwheel.com/ Keyword Suggest by SEO Book: http://tools.seobook.com/keyword-tools/seobook/ SEOMoz Blog: http://www.seomoz.org/blog Search Engine Land: http://searchengineland.com/ Matt Cutts Blog: http://www.mattcutts.com/blog/ Eight-Eleven: http://eight-eleven.com/ User Centric: http://www.usercentric.com/ Performics: http://www.performics.com/ Custom Content Council: http://www.custompublishingcouncil.com/ Elliance: http://www.elliance.com/
  • 23. About Castleford Custom news, blogs and evergreen content for websites and social media. castleford.com.au/blog twitter.com/castlefordmedia info@castleford.com.au