Overview of traffic sources, topics, search engine optimization and email list growth. A tactical approach to the basics of content marketing.

1. Content Strategy
Andy Crestodina
@crestodina

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 (Budget) Owned, Earned (Brains)
Hype Help

4. The Funnel

5. Traffic x Conversion Rate =
Leads
…so let’s make it simple

6. How
content
works…

7. Search + Social + Email = Content Marketing

8. Traffic: Social, Email, Search

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…
- Barry Feldman

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: Soovle
Source: Soovle.com

18. Google
Keyword
Planner

20. Finding Topics: Competitors’ Rank
Source: iSpionage

21. Finding Topics: Analytics

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

23. Finding Topics: Quora.com
Source: Quora.com

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

25. Source: Deana Goldasich

26. “Don’t think OF the market
….think AS the market”
Derek Halpern

29. HOW GOOGLE
WORKS
It’s simpler than you think.

30. This is why Google won…

31. Source: MOZ, 2013 Search Ranking Factors
Search Ranking Factors

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

33. 1. Choosing
Keywords

34. Keyphrases: 3 Criteria

35. VOLUME
How many people are searching for it?

36. Search Volume

37. Search Trending
Resource: Google Trends

38. Regional
Interest
Resource: Google Trends

39. Text
Many Sections, Many Phrases

40. COMPETITION

41. Check Link Popularity
Resource: Open Site Explorer

42. Link Popularity / Domain Authority
20 40 60 80
#unfair

44. Their Authority…
Resource: MOZ Analytics *paid

45. 2. Using
Keywords

46. Use the phrase in 4 places
1. Title
2. Header
3. Body Text
4. Internal Links
Indicate the relevance!

47. 1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…

48. <title>Home</title><title>Home</title>

49. 2. Header: once, anywhere

50. 3. Body: 4 - 6 Times

51. Don’t be too
aggressive!

52. 4. Internal Links
1.Link from older pages
to the new page
2. Use the keyphrase
as the text in the links…
Resource: Internal Linking

53. Internal Linking
Opportunities!

54. 3. Link
Popularity

55. links are credibility

56. more links = more credibility

57. links from credible sites =
much more credibility

58. many outgoing links =
less credibility per link

59. It’s good when the link text
Includes the target keyword.

60. but if all the links include the
target keyword, that’s bad.

61. Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted on a site with high authority
D. Improve the page however possible!
Link, Link, Nudge, Nudge!

62. EXAMPLES
Rank is relevance!

63. 200 visits / month

64. 275 visits / month

65. 415 visits / month

66. 3500 visits / month

67. SEO is slow…and powerful

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

69. CRO
Conversion Rate Optimization

70. 70
Conversion Report

71. 71
Why Do Visitors Convert?

73. When you say it, it’s marketing.
When they say it, it’s social proof.
Social Proof and Testimonials

74. 74
Never Make a Testimonials Page

75. 75
Subsequent Conversions

76. 76
Subsequent Conversions

77. LIST GROWTH

78. POP QUIZ!
a. Illegal
b. Rude
c. Ineffective
d. …all of the above
Sending unsolicited email is…
M

79. Before…
After…

80. 1900% increase. Not bad!

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

82. GOOD

83. BAD

84. Sender Name

85. Sender Name = Human
“Be a person.”
- Sonia Simone

86. Hi Andy,
One of the business owners from Goldman
Sachs program took your advice to use her
name in her 'from' email. As a result, her
open rate went from 20% to 39%.
People also responded to the email so it
helped with customer service and client
interaction.
Jason

87. Campaign Tracking
Thank you, Email!

88. Ready?
Let’s make some content!

89. Source: Headline Hacks

90. More here: Headline Hacks
52 Headline Hacks

91. Do this tomorrow…
1. Find a relevant topic
2. Research keyphrases, pick a phrase that
aligns with the topic
3. Write 1000 words, use on-page SEO
4. Share it through social media
5. Send it as a newsletter
…then watch your Analytics jump!

93. Template &
Tools

94. Thank you!
Andy Crestodina
@crestodina