1. Content Strategy
Andy Crestodina
@crestodina

2. - Guy Kawasaki
“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.”

3. How
content
works…

4. Where there’s traffic, there’s hope...

5. Traffic: Social, Email, Search

6. Source: Website Traffic Sources

7. Help you audience make a
buying decision
DON’T SELL

8. Obvious, right?

9. Your website is the mousetrap,
Your content is the cheese…

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

11. Finding Topics: Google Suggest

12. Finding Topics: Ubersuggest
Source: Ubersuggest.org

13. Finding Topics: Google Keyword Tool

14. Finding Topics: Competitors’ Rank
Source: SpyFu.com

15. Finding Topics: Analytics

16. Finding Topics: Yahoo! Answers
Source: Yahoo! Answers

17. Finding Topics: Quora.com
Source: Quora.com

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

19. Source: Deana Goldasich

20. Source: Periodic Table of Content

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

22. Source: Ann Handley

23. Source: Ann Handley

24. Pick some good ones!
Choose
your words

25. Source

26. • More formal
• Longer (polysyllabic)
• Fancy, proper
Examples
acquire, transmit,
construct, resist,
deposit, imitate,
determined
Latinate Words

27. Anglo-Saxon
Words
• Less formal
• Short (often
monosyllabic)
• Forceful, direct
Examples
get, send, build, stop,
put, mock, set

28. Choose your words

29. Choose your words

30. …but don’t dumb it down
Write like an 8th grader!
Source: NN Group

32. SEO has 3 parts

33. Source: SEOmoz, 2011 Search Engine Ranking Factors
How Search Engines Work

34. Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to
SEO (over) simplified

35. do I find these keywords?
How

36. 3 Criteria for Choosing Keyphrases

37. Search Volume
Resource: Google Keyword Tool

38. Search Trending
Resource: Google Trends

39. Regional
Interest
Resource: Google Trends

40. Check Link Popularity
Resource: Open Site Explorer

41. 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

42. • Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results

43. Text
Relevance

44. do I put these keywords?
Where

45. On-Page SEO: 4 Parts
1. <title> Once at the beginning of the title
2. <h1> 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

46. What’s a <title> tag?
…and it’s the link in Google search results!
It appears above the address bar in your browser…

47. <title>Home</title>

48. Rank!

49. Email List Growth
Grow your list fast

50. Before…
After…

51. 1900% increase. Not bad!

52. Why it works
1. Prominence
2. Promise
3. Proof

53. GOOD

54. BAD

55. List Growth…

56. Ready?
Let’s make some content!

57. Source: Headline Hacks

58. More here: Headline Hacks
52 Headline Hacks

59. 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!

60. Template &
Tools

61. Thank you!
Andy Crestodina
@crestodina