On Oct 2, 2012, Andy gave this presentation for Big Ooga! at the Catalyst Ranch in Chicago.

1. Content Strategy 101
Andy Crestodina
@crestodina

2. Content Strategy

3. Content Strategists…
“Achieve business goals by
maximizing the impact of content.”
Source: Contentini

4. What
do they want to read?

5. Obvious, right?

6. Sources of Topics
1. Keywords
2. Q&A Sites
3. Listening

7. Topics: Google Suggest

8. Topics: Google Keyword Tool

9. Topics: Analytics

10. Topics: Check the competition
Source: SpyFu

11. Topics: LinkedIn Answers

12. Topics: Quora.com

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

14. Source: Ann Handley

15. Source: Ann Handley

16. How
Do I use these phrases?

17. Choose your words
“Don’t think OF the market
….think AS the market”
Source: Social Triggers

19. Source

20. Choose your words
Latinate Words Anglo-Saxon Words
- More formal - Less formal
- Longer (polysyllabic) - Short (often monosyllabic)
- Fancy, proper - Forceful, direct
Examples Examples
acquire, transmit, get, send, build, stop, put, m
construct, resist, deposit, ock, set
imitate, determined

21. Choose your words
Latinate
Would you do me the honor of introducing
me to this female acquaintance of yours?
Anglo-Saxon
Hey, that girl you were talking to is hot!
Take me to her, will you?

22. Choose your words
Write like an 8th grader!
…but don’t dumb it down

23. 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

24. Internal Linking

25. Where
should I put this stuff?

26. Relevance
Text

27. Thanks!
Andy Crestodina
@orbiteers