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Content Strategy
Andy Crestodina
Strategic Director |
@crestodina
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
Marketing
Evangelist
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid (Budget) Owned, Earned (Brains)
Hype Help
4
KNOW
LIKE
TRUST
The Funnel
The Funnel +
Content
%
of buying decisions are made
before contacting a sales rep
source: Corporate Executive Board, Marketing Leadership Council
Search + Social + Email =
Content Marketing
Social vs. Email vs.
Search
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
The Spike and the Long
Tail
The Why and How of Content Marketing
Click-Through Rate by Search Position
@crestodina
source: https://www.advancedwebranking.com/ctrstudy/
@crestodina
source: https://www.advancedwebranking.com/ctrstudy/
Click-Through Rate by Search Position
Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative
TOP OF THE FUNNEL
Mission
The Why and How of Content Marketing
To supply the tools that give
EVERY working mom the ability
to lead a healthy, wealthy and
more balanced lifestyle
The Why and How of Content Marketing
A website with simple tips to
help digital camera owners get
the most out of their cameras
The Why and How of Content Marketing
Help engineers answer the
most challenging industrial
soldering questions
The Why and How of Content Marketing
Where business owners and
marketers find practical advice on
content, analytics and web design
to get better results from the web.
The Why and How of Content Marketing
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.
[our company] is where
[audience x] gets
[information y] that offers
[benefit z].
Source: Content Marketing Institute
The Why and How of Content Marketing
The Why and How of Content Marketing
For you to achieve your goals,
visitors must first achieve theirs.
Bryan Eisenberg
Founder & CMO at
IdealSpot
It’s all about empathy…
What topics do
they want?
Help your audience
make a buying decision.
@crestodina
1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics
@crestodina
@crestodina
Topics from Google Suggest
source: Keywordtool.io
@crestodina
Google
Keyword
Planner
@crestodina
@crestodina
Topics from Analytics
@crestodina
@crestodina
Topics from Analytics
source: Quora.com
Topics from Quora.com
@crestodina
1. Sales Team
2. Customer Service Team
3. Client Stories
Topics from Listening
@crestodina
Your outbox is filled with topics
@crestodina
The Why and How of Content Marketing
The Why and How of Content Marketing
Turning
marketing
ideas into
questions
Authority, Links
and Search
Rankings
links are credibility
@crestodina
more links = more credibility
@crestodina
links from credible sites =
much more credibility
@crestodina
many outgoing links =
less credibility per link
@crestodina
Correlation between links and rankings
@crestodina
Source: MOZ Search Ranking Factors 2015
Link Popularity and Domain Authority
#SXWsearch
The Why and How of Content Marketing
The Why and How of Content Marketing
@crestodina
Choosing Keywords
Do people search for it?
Do I have a chance of ranking?
CENTRAL HUB
Main topic, business category
RELATED SUB-TOPICS
Answers to the main questions,
“how to” articles
SUPPORTIVE BASE
Broad range of helpful, related
topics
Topics and Structure
PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem,
not the solution
Keyphrases
PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem,
not the solution
$
$
?
Keyphrases
People,
Phrases
& Pages
People,
Phrases
& Pages
Using Keywords
Indicate the relevance.
1. Once at the beginning of the title <title>
2. Once in the first header <h1>
3. Four to six times in the body of the page
Visible Elements = Important Factor
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title><title>Home</title>
2. Header: Once, anywhere
3. Body: four to six times
Don’t be too
aggressive!
Social Media Traffic vs.
Search Traffic
Social Media Traffic vs.
Search Traffic
Social Media Traffic vs.
Search Traffic
Social Media Traffic vs.
Search Traffic
Acquisition > All Traffic > Channels
Social Media Traffic vs.
Search Traffic
Everything in marketing is
based on relationships.
@crestodina
lead
@crestodina
lead
traffic
conversions
@crestodina
lead
traffic
conversions
search
email
social
@crestodina
lead
traffic
conversions
search
@crestodina
lead
traffic
conversions
rank
@crestodina
lead
traffic
conversions
rank
content
links
@crestodina
lead
traffic
conversions
rank
content
links
content
relationships
@crestodina
There are two kinds of people on the internet
Creators
Contributors
And “lurkers”
@crestodina
• Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors
Who makes content?
@crestodina
Two Types of Social Media
Content Promotion Online Networking
Traffic and Branding Relationships with Influenc
@crestodina
YOUR SITE
OTHER SITES
WHERE to publish
@crestodina
WHO does the writing
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS
@crestodina
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2
Blogger vs. Blogging Collaborator
@crestodina
(better links + real connections)
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
Round Two...
@crestodina
Nice blog, but… This is what great
content marketing looks like.
Round Four...
@crestodina
The Why and How of Content Marketing
The Why and How of Content Marketing
source: Skyrocket’s Link Building Survey: 2014
Which link building tactics are most effective?
@crestodina
MIDDLE OF THE FUNNEL
Optimize for
subscribers…
Before...
After...
1900% increase. Not
bad!
1.Prominence
2.Promise
3.Proof
Why that worked...
Call to Action
Call to Action Conform
Good
Good
Bad
BOTTOM OF THE FUNNEL
Testimonials = Evidence
Never make a
testimonials page
When you say it, it’s marketing...
When they say it, it’s social proof.
Regardless of your age, if you’re searching for the answer to
the question, “what do you want to be when you grow up?”
you are not alone.
Survey after survey shows that the majority of working adults
wish they could start over in a different career. They also wish
they had more information and better information in making
that decision and I couldn’t agree more.
Choosing the right career is one of the most important
decisions that you’ll make in your lifetime.
Text...
...versus video
Subsequent
Conversions
But wait, there’s more!
Subsequent
Conversions
Where there’s traffic,
there’s hope!
Your Pages.
Your Funnel.
Let’s break it down.
The Why and How of Content Marketing
The Why and How of Content Marketing
The Why and How of Content Marketing
The Why and How of Content Marketing
The Why and How of Content Marketing
source: Lead Generation Best Practices
The Why and How of Content Marketing
Bottom Line
Content marketing is the only
marketing left.
Seth Godin
Best-Selling Author
Thank you!
Andy Crestodina
Strategic Director |
@crestodina
bitly.com/contentchem
Content Chemistry,
The Illustrated Guide
to Content Marketing
Learn more here:

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