CEO Roundtable - Content Strategy Presentation
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This document discusses content strategy and inbound marketing techniques. It provides tips on finding topics, choosing keywords, on-page optimization, and growing email lists. Some key points include: - Focus on inbound marketing if you have more brains than money, outbound if the reverse - Sources for finding topics include keyword tools, competitors, analytics, and customer feedback - Choose keywords based on search volume, trends, and regional interest - Optimize pages by including keywords in the title, H1 header, body text, and internal links - Promote content through social sharing, newsletters to drive traffic and see results in analytics
CEO Roundtable - Content Strategy Presentation
- 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.”
- 4. Where there’s traffic, there’s hope...
- 5. Traffic: Social, Email, Search
- 8. “Achieve business goals by maximizing the impact of content.” Content Strategists… Source: Contentini
- 9. Don’t sell. Help your audience make a buying decision.
- 10. do they want to read? What
- 11. Obvious, right?
- 12. Your website is the mousetrap, Your content is the cheese…
- 13. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics
- 14. Finding Topics: Google Suggest
- 15. Finding Topics: Ubersuggest Source: Ubersuggest.org
- 16. Finding Topics: Google Keyword Tool
- 17. Finding Topics: Competitors’ Rank Source: SpyFu.com
- 19. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
- 20. Finding Topics: Quora.com Source: Quora.com
- 21. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
- 24. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
- 28. Source
- 29. • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words
- 30. Anglo-Saxon Words • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put , mock, set
- 33. …but don’t dumb it down Write like an 8th grader! Source: NN Group
- 35. SEO has 3 parts
- 36. Source: SEOmoz, 2011 Search Engine Ranking Factors How Search Engines Work
- 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. do I find these keywords? How
- 39. 3 Criteria for Choosing Keyphrases
- 40. Search Volume Resource: Google Keyword Tool
- 41. Search Trending Resource: Google Trends
- 43. • Top Ranking sites are famous (wikipedia, etc.) • Lots of AdWords ads • Have title tags that begin with the keyphrase Competition is high if…
- 44. What’s a <title> tag? …and it’s the link in Google search results! It appears above the address bar in your browser…
- 45. Check Link Popularity Resource: Open Site Explorer
- 46. 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
- 47. •Local (change tactics/choose another phrase) •Videos (opportunity?) • Images • Products • News Check for Universal Search Results
- 48. Text Relevance
- 49. Rank!
- 50. do I put these keywords? Where
- 51. On-Page SEO • Once at the beginning of the title <title> • Once in the first header <h1> • Four to six times in the body of the page • In links on other pages that link to the page.
- 53. Email List Growth Grow your list fast
- 54. Before… After…
- 55. 1900% increase. Not bad!
- 57. GOOD
- 58. BAD
- 59. Oh My! What a big list you have…
- 60. Ready? Let’s make some content!
- 62. More here: Headline Hacks 52 Headline Hacks
- 63. 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!
- 64. Template & Tools