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#ufx2016
ANDY CRESTODINA
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
$$$
Action
@crestodina #ufx2016
Leads
Action
@crestodina #ufx2016
@crestodina #ufx2016
1. Topics
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WeakContributor
AmazingContributor
Perceived Content Performance
@crestodina #ufx2016
source: Moz, BuzzSumo
@crestodina #ufx2016
source: Moz, BuzzSumo
Most content getsno links and few shares
...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.
...if you want to create content that achieves a high level of both shares and links then you should concentrate on
strong opinionsoriginal research
The Power of Research
@crestodina #ufx2016
1. Numbers are credible2. Owned by you, making you the primary source3. The outreach can grow your network4. Support the sales pitch5. Research gets more links and shares than other content
Why publish research?
@crestodina #ufx2016
1. Numbers are credible2. Owned by you, making you the primary source3. The outreach can grow your network4. Support the sales pitch5. Research gets more links and shares than other content
Why publish research?
@crestodina #ufx2016
1. Numbers are credible2. Owned by you, making you the primary source3. The outreach can grow your network4. Support the sales pitch5. Research gets more links and shares than other content
Why publish research?
@crestodina #ufx2016
1. Numbers are credible2. Owned by you, making you the primary source3. The outreach can grow your network4. Support the sales pitch5. Research gets more links and shares than other content
Why publish research?
@crestodina #ufx2016
1. Numbers are credible2. Owned by you, making you the primary source3. The outreach can grow your network4. Support the sales pitch5. Research gets more links than other content
Why publish research?
@crestodina #ufx2016
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
@crestodina #ufx2016
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
@crestodina #ufx2016
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
observation
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
aggregation
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@crestodina #ufx2016
survey
@crestodina #ufx2016
source: 2016 Blogger Survey, Orbit Media
The typical blog post takes 2.5 hours to write
@crestodina #ufx2016
“What do people in our industry often say but rarely support?”
Find the missing stat
Sonia SimoneCCO, Copyblogger Media
Don’t take shortcuts; they take too long.
The Power of Strong Opinion
@crestodina #ufx2016
The power of strong opinion
@crestodina #ufx2016
The power of strong opinion
@crestodina #ufx2016
The power of strong opinion
@crestodina #ufx2016
The power of strong opinion
@crestodina #ufx2016
The power of strong opinion
What do you believe that most people would disagree with?
What do you believe will happen in the future that most people think is unlikely?
What questions are people in your industryafraid to answer?
@crestodina #ufx2016
1. Do original research. Publish a statistic that no one else has published.
2. Take a stand. Publish your strongest opinions.
Focus on power topics
@crestodina #ufx2016
2. Relationships
@crestodina #ufx2016
Creators
Contributors and “lurkers”
There are two kinds of people on the internet
@crestodina #ufx2016
• Journalists• Authors• Podcasters• Academic Researchers• Event Producers• Bloggers and Blog Editors
Who makes content?
Your blog is your best networking tool
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
1. Ask for a contributor quote2. Include them in an expert roundup3. Deep dive interview
source: Online Networking Guide, Orbit Media
3 Ways to Collaborate
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
An ally in creation is an ally in promotion
@crestodina #ufx2016
1. Monthly one-‐hour call, Skype or Hangout2. Bring a guest each month3. Miss it twice and you’re kicked out!
Start a Mastermind Group
@crestodina #ufx2016
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content Marketing Mastermind Agenda
@crestodina #ufx2016
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content Marketing Mastermind Agenda
@crestodina #ufx2016
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content Marketing Mastermind Agenda
@crestodina #ufx2016
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content Marketing Mastermind Agenda
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
You get what you give.
@crestodina #ufx2016
Share andmention
@crestodina #ufx2016
@crestodina #ufx2016
Shared!
How many people are waitingfor your article to go live?Make sure it’s not zero.
@crestodina #ufx2016
Content should be designed to attract visitors
@crestodina #ufx2016
Optimized for search...
@crestodina #ufx2016
Optimized for social...
@crestodina #ufx2016
1. Actively network with content creators
2. Include them in your content
ACTION: Collaborate with others
If you’re not making friends, you’re doing it wrong
@crestodina #ufx2016
3. Link
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3. Authority
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
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@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
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@crestodina #ufx2016
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@crestodina #ufx2016@crestodina #ufx2016
@crestodina #ufx2016
1. Know your Domain Authority
2. Target phrases only if your authority is in the same range as the other high ranking pages
Understand authority and competition
@crestodina #ufx2016
4. Relevance
@crestodina #ufx2016
1. <title>Use the phrase once in the title tag
2. <h1>Use the phrase once in the header
3. Body textUse the phrase 2-‐4 times for each 500 words
Indicate the relevance
We’ve been working on an intelligent model... that understands real-world entities and their relationships to one
another: things, not strings.
Amit SinghalGoogle
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
Semantically linked to “footer design”
@crestodina #ufx2016
website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
Semantically linked to “footer design”
The Results?Let’s take a look...
@crestodina #ufx2016
@crestodina #ufx2016
@crestodina #ufx2016
Rankings climb for “website footer design”
@crestodina #ufx2016
What was the search volume in the Keyword Planner?
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And finally, the traffic
...and the links
@crestodina #ufx2016
1. Find the phrases that are semantically connected to your target phrase
2. Use those phrases within your content
Adapt to semantic search
@crestodina #ufx2016
Make the best page on the internet for your topic. Be the best answer.
@crestodina #ufx2016
5. Rank
Online searches by type
Informational
Transactional
Navigational
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
@crestodina #ufx2016
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational
?$
brand
@crestodina #ufx2016
Two types of visitors.Two types of phrases.Two types of pages.Two types of conversions.
@crestodina #ufx2016
6. Traffic
@crestodina #ufx2016
• What phrases are we almost ranking for?
SEO SHORTCUT
Acquisition > Search Console > Queries
@crestodina #ufx2016
Acquisition > Search Console > Queries
@crestodina #ufx2016
Acquisition > Search Console > Queries
@crestodina #ufx2016
Acquisition > Search Console > Queries
@crestodina #ufx2016
Acquisition > Search Console > Queries
@crestodina #ufx2016
1. Find the page. Confirm the ranking.
2. Improve the page! Add detail, keywords, video, images, examples, internal links, etc.
Optimize for the conversions
@crestodina #ufx2016
@crestodina #ufx2016
7. Conversion Rate
Your website is the mousetrap.Your content is the cheese.
Barry FeldmanFeldman Creative
Clear contentAnswers to Q’sEvidence & Trust
ConfusionAnxietyDistraction
@crestodina #ufx2016
They ask. You answer.
Marcus SheridanThe Sales Lion
20x longer+30% conversion rate
source: Crazy Egg
Answer top questions
@crestodina #ufx2016
A great sales page emulates a sales conversation.
1. Answer top questions.
2. Never make a marketing claim without supporting it with evidence.
Optimize for the conversions
@crestodina #ufx2016
@crestodina #ufx2016
Hello, lead!
@crestodina #ufx2016
Create high quality, original content...
@crestodina #ufx2016
in collaboration with relevant influencers...
@crestodina #ufx2016
that organically attracts enough links and authority...
@crestodina #ufx2016
that our search optimized product and service pages...
@crestodina #ufx2016
rank for the transactional phrases...
@crestodina #ufx2016
attracting targeted visitors...
@crestodina #ufx2016
to our compelling, trustworthy websites...
@crestodina #ufx2016
so we get new leads everyday.
Create high-quality original content in collaboration with relevant influencers that organically attracts enough links
and authority that our search optimized product and service pages rank for the transactional phrases
attracting targeted visitors to our compelling, trustworthy websites so we get new leads everyday.
@crestodina #ufx2016
@crestodina #ufx2016
Leads ...everyday!
@crestodina #ufx2016
CRO
Social Media
Research
Writing
Outreach
SEO
Analytics
Sales
Be a T-Shaped Digital Marketer
@crestodina #ufx2016
source: MOZ
@crestodina #ufx2016
source: MOZ
@crestodina #ufx2016
source: MOZ
@crestodina #ufx2016
source: MOZ
@crestodina #ufx2016
CRO
Social Media
Research
Writing
Outreach
SEO
Analytics
Sales
@crestodina #ufx2016
Creative
Friendly
Creative
Creative
Friendly
Analytical
Analytical
Friendly
Great marketers arecreative, analytical and friendly.
@crestodina #ufx2016
Andy CrestodinaStrategic DirectorOrbit Media
@crestodina #ufx2016