Content the Searh Engines will Love with Andy Arestodina
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As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.” But what exactly does this mean for the writer? In this presentation Andy Crestodina will cover five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO. Watch the presentation here: https://www.youtube.com/watch?v=AlclI4k8vRk Find out more about upcoming events at www.digitalmegaphone.com
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Content the Searh Engines will Love with Andy Arestodina
- 1. @crestodina Andy Crestodina THE 1% CONTENT STRATEGY Content, SEO and Lead Generation #DigiMegaphone
- 3. @crestodina #DigiMegaphone How to beat 99% of content strategies
- 12. @crestodina #DigiMegaphone “A plan to reach a specific goal”
- 14. @crestodina #DigiMegaphone “A plan to use content reach a business goal”
- 15. @crestodina #DigiMegaphone Traffic x Conversion Rate = $
- 18. @crestodina #DigiMegaphone PUBLISH your mission
- 19. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 20. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 21. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 22. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 23. Our content is where [audience x] gets [information y] that offers [benefit z].
- 24. @crestodina #DigiMegaphone Source: Content Marketing Institute
- 25. @crestodina #DigiMegaphone Marketers who document their mission statement are 3x more likely succeed
- 26. @crestodina #DigiMegaphone Source: Content Marketing Institute “Do you have an editorial mission statement?”
- 27. @crestodina #DigiMegaphone It makes a great CTA
- 30. Q: Why am I here?
- 31. Q: Why am I here? A: For Practical tips for content marketing, analytics and web design
- 34. Q: Why am I here? A: To learn how to make delicious coffee at home.
- 38. @crestodina #DigiMegaphone Also great for social profiles
- 41. Where Chicago office peeps find fun tips for work and caffeine to stay happy, productive and awake.
- 42. @crestodina #DigiMegaphone Q: Why am I here?
- 43. @crestodina #DigiMegaphone Q: Why am I here? A: For fun workplace and coffee tips to stay happy and awake.
- 44. @crestodina #DigiMegaphone The Topics Your Audience will love
- 50. @crestodina #DigiMegaphone Topics and focal distance
- 51. @crestodina #DigiMegaphone Topics and focal distance Is Beer At Work a Bad Idea? Awesome Office Kitchens Top 10 Office Perks
- 52. @crestodina #DigiMegaphone The Power of Original Research
- 53. Amazing Contributor Weak Contributor Perceived Content PerformanceActual Content Performance
- 55. @crestodina #DigiMegaphone Most content gets no links and few shares source: BuzzSumo, Moz
- 56. ...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.
- 57. ...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
- 59. @crestodina #DigiMegaphone Three ways to produce research 1. Observation: Pick a data set. Gather data.
- 60. @crestodina #DigiMegaphone Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources
- 61. @crestodina #DigiMegaphone 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
- 62. observe
- 69. aggregate
- 75. survey
- 77. source: 2018 Blogger Survey, Orbit Media
- 80. “What do people in our industry often say but rarely support?”
- 81. Find the missing stat
- 82. How can you "Bust a Myth" with your research? If you can disprove something that people believe to be true you’ll attract journalists' attention and get media mentions. Michele Linn Chief Strategy Officer, Mantis Research
- 83. source: State of Original Research, Mantis Have you published original research in the last 12 months? Only 47% of companies publish original research
- 84. @crestodina #DigiMegaphone 10x Effort = 100x Results
- 85. @crestodina #DigiMegaphone High-growth firms are 3x as likely to publish original research as part of their content strategy source: Hinge Marketing
- 86. Don’t take shortcuts; they take too long. Sonia Simone CCO, Copyblogger Media
- 87. @crestodina #DigiMegaphone 1 in 5 bloggers does things differently
- 88. source: 2018 Blogger Survey
- 89. @crestodina #DigiMegaphone Answer top questions on your sales pages
- 90. “I have a question about your coffee. Do I really need a coffee grinder?”
- 91. “I have a question about your proposal. Do I really need a coffee grinder?” “Thanks for sending the samples. But why should we switch to whole bean?”
- 92. “I have a question about your proposal. Do I really need a coffee grinder?” “The pricing looks good. But my team really likes the instant K-Cups…” “Thanks for sending the samples. But why should we switch to whole bean?”
- 93. @crestodina #DigiMegaphone What are our sales prospects asking us? The most common questions...
- 98. Topics flow from sales to marketing Content flows from marketing to visitors
- 99. Topics flow from sales to marketing Content flows from marketing to visitors
- 100. @crestodina #DigiMegaphone What questions does my audience ask before purchasing?
- 101. What classes can I take? What degrees do you offer? Are you accredited? How long does it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time? What can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to this school? What are the demographics? Is there wheelchair access? Is there Spanish language support? What about demographics, diversity, LGBT? How is parking? Is it accessible by public transit? Can I use transfer credits when I apply? Life after graduation? What are the housing options? Where would I live? Is childcare available? Will I have access to faculty? Retention rates and graduation? What kind of student support is available? What about the library? What makes this company unique? When do programs start? What is the neighborhood like? Do I need to take the GRE test? What is life like for students? What have the professors done? What research? Publications? What projects can I work on? Are they paid? Is there work- study available? Is this a for profit school? Is it part of a bigger organization? What are classes like? Is there field study or internships? available? How long has this school been around? Can I talk to a professor before I apply? What is the process for applications? What if I’ve never worked in this field before? Is there a difference
- 102. @crestodina #DigiMegaphone What are the three questions people always ask before hiring us or buying?
- 104. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 105. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 106. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 107. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 108. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 109. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 110. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 111. @crestodina #DigiMegaphone Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 113. Joel Klettke Business Casual Copywriting We get stuck behind our screens and start writing about things that people don’t actually care about.
- 114. @crestodina #DigiMegaphone Upgrade to visual formats There’s more to life than text
- 116. @crestodina #DigiMegaphone FORMATS articles, guides, ebooks infographics, diagrams, memes How to, explainers, animations Text Images Video
- 117. @crestodina #DigiMegaphone Movement is more powerful than images Images are more powerful than text
- 118. @crestodina #DigiMegaphone The Laws of Visual Hierarchy
- 121. “Let’s turn our top ___________ into _____________”
- 122. “Let’s turn our top ___________ into _____________” blog post an infographic
- 123. “Let’s turn our top ___________ into _____________” blog post a video
- 124. “Let’s turn our top ___________ into _____________” three articles a guide
- 125. “Let’s turn our top ___________ into _____________” FB post a newsletter
- 126. When you find a unicorn… make baby unicorns Larry Kim Founder, Mobile Monkey
- 128. @crestodina #DigiMegaphone Search vs. Social
- 129. @crestodina #DigiMegaphone Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 130. @crestodina #DigiMegaphone Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 131. @crestodina #DigiMegaphone Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 132. @crestodina #DigiMegaphone Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 133. @crestodina #DigiMegaphone Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 134. @crestodina #DigiMegaphone Influencers and Collaboration
- 142. @crestodina #DigiMegaphone source: 2018 Blogger Survey
- 145. @crestodina #DigiMegaphone 1. Contributor quote 2. Expert roundup 3. Deep dive interview Three Types of Collaborative Content
- 146. @crestodina #DigiMegaphone But how can I get influencers to check out this awesome research?
- 155. @crestodina #DigiMegaphone An ally in creation is an ally in promotion
- 156. source: Traackr, Altimeter Group Only 15% of B2B brands have ongoing IM programs
- 159. 6 2 4
- 161. I wrote an article for you. Here it is. Aaron Orendorff Expert Guest Blogger
- 162. Only 65% of bloggers write guest posts source: 2017 Blogger Survey
- 163. @crestodina #DigiMegaphone 1 in 3 of my articles is guest posts
- 164. @crestodina #DigiMegaphone Let’s do this!!!
- 165. They want info. We want leads.
- 166. Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
- 167. @crestodina #DigiMegaphone If you’re not making friends, you’re doing it wrong.
- 168. @crestodina #DigiMegaphone Let’s Do This! Putting it all together to drive leads
- 169. @crestodina #DigiMegaphone What... topics How... formats Who... collaborators Where... host blogs
- 170. The Service Page Office Coffee Delivery Target Keyphrase: “office coffee delivery service” • Answers • Testimonials • CTAs
- 171. @crestodina #DigiMegaphone source: Moz Keyword Explorer
- 172. @crestodina #DigiMegaphone source: Moz Link Explorer www.speedybeanchicago.com
- 173. The Anchor: Original Research Office Perks from the Top 50 Workplaces Target Keyphrase: “office perks ideas” • Charts and data • Quotes from influencers
- 174. The Content Upgrade Complete Guide to Top Office Perks • Gated ebook • Charts • Quotes from influencers
- 175. How-to Article How to retain your top employees Keyword-focused • Charts from anchor piece • Quotes from influencer • Links to anchor piece
- 176. “Evil Twin” Guest Post How to lose a top employee in 30 days • Published on an authoritative site • Links to how-to and anchor piece
- 177. 5 Perks That Get Your Team To Come In Early 5 Mistakes of Rookie Office Managers
- 178. Infographic Top Perks at Top Offices • Designed with charts, stats • Includes a short article • Links to the anchor piece
- 179. Guest Post / Infographic Top Perks at Top Offices • Published on high DA site • Includes a new short article • Links to anchor piece
- 180. Influencer Interview What employees really want • Influencer with relevant audience, content creator • In-depth conversation • Links to anchor piece
- 181. Contribution / Interview New Research! Top Perks at Top Offices • Authoritative website • Guest post, email interview or podcast interview
- 182. Blog Post One 5 Workplace Secrets: Inside Top Offices • Provocative headline • Links to anchor piece
- 183. Blog Post Two Coffee, Tea, Beer? What they’re drinking at top offices • Links to anchor piece • Links to service page
- 184. Blog Post Three The Dirt on Dishes: What’s wrong with office kitchens • Links to anchor piece • Links to service page
- 186. Q1 Q2 Q3 Q4 Original Research (search optimized) Ultimate Guide (search optimized) Detailed How-To (search optimized) Original Research Full report Checklist Resource Guide Full Report Video Infographic Infographic Animation Influencer Interview Round Up Panel-style article with three influencers Influencer Interview Article for Media Site Guest post on industry blog Short series for local association Contribute to media column 3-5 articles 3-5 articles 3-5 articles 3-5 articles Anchor Piece Content Upgrade Media Collaboration PR / Guest Post Blog Posts
- 196. 1.28%
- 197. @crestodina #DigiMegaphone The two kinds of content strategies 1% Mission driven, research anchored, influencer powered, PR focused 99% Those from people who aren’t at #DigiMegaphone