Advanced Blogging: Analytics, Optimization, and Outreach
1 like1,459 views
The document discusses effective content creation strategies focused on generating high shares and links, emphasizing opinion-forming and research-based content. Three methods to produce research are outlined: observation, aggregation, and survey. It highlights the importance of collaboration and relationship-building with content creators to optimize outreach and improve domain authority for better online visibility.
Advanced Blogging: Analytics, Optimization, and Outreach
- 1. #ufx2016
- 12. @crestodina #ufx2016 source: Moz, BuzzSumo
- 13. @crestodina #ufx2016 source: Moz, BuzzSumo Most content gets no links and few shares
- 14. ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
- 15. ...if you want to create content that achieves a high level of both shares and links then you should concentrate on strong opinions original research
- 16. The Power of Research
- 17. @crestodina #ufx2016 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content Why publish research?
- 18. @crestodina #ufx2016 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content Why publish research?
- 19. @crestodina #ufx2016 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content Why publish research?
- 20. @crestodina #ufx2016 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content Why publish research?
- 21. @crestodina #ufx2016 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links than other content Why publish research?
- 22. @crestodina #ufx2016 Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources 3. Survey: Mass outreach and analysis
- 23. @crestodina #ufx2016 Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources 3. Survey: Mass outreach and analysis
- 24. @crestodina #ufx2016 Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources 3. Survey: Mass outreach and analysis
- 25. observation
- 32. aggregation
- 36. survey
- 38. @crestodina #ufx2016 source: 2016 Blogger Survey, Orbit Media The typical blog post takes 2.5 hours to write
- 40. “What do people in our industry often say but rarely support?”
- 41. Find the missing stat
- 42. Sonia Simone CCO, Copyblogger Media Don’t take shortcuts; they take too long.
- 43. The Power of Strong Opinion
- 45. @crestodina #ufx2016 The power of strong opinion
- 46. @crestodina #ufx2016 The power of strong opinion
- 47. @crestodina #ufx2016 The power of strong opinion
- 48. @crestodina #ufx2016 The power of strong opinion
- 53. @crestodina #ufx2016 The power of strong opinion
- 54. What do you believe that most people would disagree with?
- 55. What do you believe will happen in the future that most people think is unlikely?
- 56. What questions are people in your industry afraid to answer?
- 57. @crestodina #ufx2016 1. Do original research. Publish a statistic that no one else has published. 2. Take a stand. Publish your strongest opinions. Focus on power topics
- 59. @crestodina #ufx2016 Creators Contributors and “lurkers” There are two kinds of people on the internet
- 60. @crestodina #ufx2016 • Journalists • Authors • Podcasters • Academic Researchers • Event Producers • Bloggers and Blog Editors Who makes content?
- 61. Your blog is your best networking tool
- 64. @crestodina #ufx2016 1. Ask for a contributor quote 2. Include them in an expert roundup 3. Deep dive interview source: Online Networking Guide, Orbit Media 3 Ways to Collaborate
- 70. An ally in creation is an ally in promotion
- 71. @crestodina #ufx2016 1. Monthly one-‐hour call, Skype or Hangout 2. Bring a guest each month 3. Miss it twice and you’re kicked out! Start a Mastermind Group
- 72. @crestodina #ufx2016 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda
- 73. @crestodina #ufx2016 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda
- 74. @crestodina #ufx2016 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda
- 75. @crestodina #ufx2016 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda
- 81. You get what you give.
- 87. How many people are waiting for your article to go live? Make sure it’s not zero.
- 88. @crestodina #ufx2016 Content should be designed to attract visitors
- 89. @crestodina #ufx2016 Optimized for search...
- 90. @crestodina #ufx2016 Optimized for social...
- 91. @crestodina #ufx2016 1. Actively network with content creators 2. Include them in your content ACTION: Collaborate with others
- 92. If you’re not making friends, you’re doing it wrong
- 100. @crestodina #ufx2016
- 101. @crestodina #ufx2016
- 102. @crestodina #ufx2016
- 103. @crestodina #ufx2016
- 104. @crestodina #ufx2016
- 105. @crestodina #ufx2016
- 106. @crestodina #ufx2016
- 107. @crestodina #ufx2016
- 109. @crestodina #ufx2016 1. Know your Domain Authority 2. Target phrases only if your authority is in the same range as the other high ranking pages Understand authority and competition
- 111. @crestodina #ufx2016 1. <title> Use the phrase once in the title tag 2. <h1> Use the phrase once in the header 3. Body text Use the phrase 2-‐4 times for each 500 words Indicate the relevance
- 112. We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
- 113. @crestodina #ufx2016
- 114. @crestodina #ufx2016
- 115. @crestodina #ufx2016
- 116. @crestodina #ufx2016
- 117. @crestodina #ufx2016 website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template Semantically linked to “footer design”
- 118. @crestodina #ufx2016 website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template Semantically linked to “footer design”
- 120. The Results? Let’s take a look...
- 121. @crestodina #ufx2016
- 122. @crestodina #ufx2016
- 123. @crestodina #ufx2016 Rankings climb for “website footer design”
- 124. @crestodina #ufx2016 What was the search volume in the Keyword Planner?
- 125. @crestodina #ufx2016 And finally, the traffic
- 126. ...and the links @crestodina #ufx2016
- 127. 1. Find the phrases that are semantically connected to your target phrase 2. Use those phrases within your content Adapt to semantic search @crestodina #ufx2016
- 128. Make the best page on the internet for your topic. Be the best answer.
- 130. Online searches by type Informational Transactional Navigational source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al @crestodina #ufx2016
- 131. source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational ? $ brand @crestodina #ufx2016
- 132. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
- 134. @crestodina #ufx2016 • What phrases are we almost ranking for? SEO SHORTCUT
- 135. Acquisition > Search Console > Queries @crestodina #ufx2016
- 136. Acquisition > Search Console > Queries @crestodina #ufx2016
- 137. Acquisition > Search Console > Queries @crestodina #ufx2016
- 138. Acquisition > Search Console > Queries @crestodina #ufx2016
- 139. Acquisition > Search Console > Queries @crestodina #ufx2016
- 140. 1. Find the page. Confirm the ranking. 2. Improve the page! Add detail, keywords, video, images, examples, internal links, etc. Optimize for the conversions @crestodina #ufx2016
- 141. @crestodina #ufx2016 7. Conversion Rate
- 142. Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
- 143. Clear content Answers to Q’s Evidence & Trust Confusion Anxiety Distraction @crestodina #ufx2016
- 144. They ask. You answer. Marcus Sheridan The Sales Lion
- 145. 20x longer +30% conversion rate source: Crazy Egg Answer top questions @crestodina #ufx2016
- 146. A great sales page emulates a sales conversation.
- 147. 1. Answer top questions. 2. Never make a marketing claim without supporting it with evidence. Optimize for the conversions @crestodina #ufx2016
- 149. @crestodina #ufx2016 Create high quality, original content...
- 150. @crestodina #ufx2016 in collaboration with relevant influencers...
- 151. @crestodina #ufx2016 that organically attracts enough links and authority...
- 152. @crestodina #ufx2016 that our search optimized product and service pages...
- 153. @crestodina #ufx2016 rank for the transactional phrases...
- 154. @crestodina #ufx2016 attracting targeted visitors...
- 155. @crestodina #ufx2016 to our compelling, trustworthy websites...
- 156. @crestodina #ufx2016 so we get new leads everyday.
- 157. Create high-quality original content in collaboration with relevant influencers that organically attracts enough links and authority that our search optimized product and service pages rank for the transactional phrases attracting targeted visitors to our compelling, trustworthy websites so we get new leads everyday.
- 158. @crestodina #ufx2016
- 161. Be a T-Shaped Digital Marketer
- 167. @crestodina #ufx2016 Creative Friendly Creative Creative Friendly Analytical Analytical Friendly
- 168. Great marketers are creative, analytical and friendly.
- 169. @crestodina #ufx2016
- 171. Andy Crestodina Strategic Director Orbit Media @crestodina #ufx2016