Content Strategy at the Big Ooga!
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Transcript of Content Strategy at the Big Ooga!
Andy Crestodina@crestodina
Content Strategy 101
Content Strategy
“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: Contentini
do they want to read?
What
Obvious, right?
1. Keywords2. Q&A Sites3. Listening
Sources of Topics
Topics: Google Suggest
Topics: Google Keyword Tool
Topics: Analytics
Topics: LinkedIn Answers
Topics: Quora.com
Topics: Listening
1. Sales Team2. Customer Service Team3. Client Stories
Source: Ann Handley
Source: Ann Handley
Do I use these phrases?
How
Choose your words
“Don’t think OF the market ….think AS the market”
Source: Social Triggers
Latinate Words- More formal- Longer (polysyllabic)- Fancy, proper
Examplesacquire, transmit, construct, resist, deposit, imitate, determined
Choose your words
Anglo-Saxon Words- Less formal - Short (often monosyllabic)- Forceful, direct
Examplesget, send, build, stop, put, mock, set
LatinateWould you do me the honor of introducing me to this female acquaintance of yours?
Anglo-SaxonHey, that girl you were talking to is hot!Take me to her, will you?
Choose your words
Write like an 8th grader! …but don’t dumb it down
Choose your words
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 linking to the page
Internal Linking
should I put this stuff?
Where
Text
Relevance
Andy Crestodina@orbiteers
Thanks!