It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK

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Content strategy and SEO

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  • 1. ITS ONLY WORDS?Working with Content StrategyCharlie Peverett

2. The story so far 3. The story so far SEO 4. The story so farUX SEOdesigners 5. The story so farUX SEOdesignersEditors 6. The story so farUXSEOdesignersEditors Ordinary decent citizens 7. The story so farUXSEOdesignersWebEditors2 pointTot0 Ordinary decent citizens 8. The story so farUXSEOdesigners WTF? WebEditors2 pointTot0 Ordinary decent citizens 9. Web 2 Point Toto 10. I like to pullback curtains. 11. When I pullthat curtain back 12. EVERYONE WILL SEE! 13. So I saw this presentationfrom a white-hat SEOcompany, and it went likethis 14. Three important ways toimprove your visibility insearch: 15. Social sharing buttons 16. Social sharing buttons Great content 17. Social sharing buttons Great content[something else] 18. Were going to need abigger checkbox 19. What do we mean by content? 20. What do we mean by content? words pictures video audio tools data [etc] 21. What do we mean by content? words pictures video audio tools data} [etc] 22. What do we mean by content? wordsin short: pictures video audio tools data} [etc] 23. What do we mean by content? wordsin short: pictures video audio tools data} The assetswith which wecommunicate with [etc]our users 24. Who creates content online? 25. Who creates content online? 2001: IT, SEO, early e-commerce 26. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services 27. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services 2012: IT, SEO, e-commerce, customer services, brand, PR, CSR, the CEO, six different retained agencies, that bloke down the street, your gran, etc. 28. That means, in 2012: Content is political Its often expected to achieve multiple objectives Great content is expensive 29. Social sharing buttons Great content[something else] 30. Content strategy: The practice of planning for content creation, delivery, and governance.- Kristina Halvorson 31. UGCPR Different activitiesCustomer service }ProductSEO 32. EngagementAwarenessDifferent objectivesRetention }SalesVisibility 33. Engagement [largely manifesting as]Awareness ContentRetentionSalesVisibility 34. Engagement [all potentially seen by]AwarenessUsersRetentionSalesVisibility 35. Visibility SalesRetentionEngagementAwareness[and therefore increasingly important to] Brand 36. EngagementAwareness Content strategy Brand UsersRetentionSalesVisibility 37. Tips for working withcontent strategy 38. 1.) Speak the samelanguage 39. Linkbait 40. Linkbait Over-optimisation 41. Linkbait Over-optimisation Using bloggers 42. 2.) Read *that* book 43. 2.) Read *that* book 44. And thisone.Its free![/shamelessplug] 45. 3.) Know your value 46. Search insight isvaluable at every stageEvaluationDiscovery Objectives Strategic planningProgram implementation 47. There arejust a lotmore voicesaround thetable 48. Thanks!Charlie Peverett@cpev 49. Image creditsSatsuma image licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 License by the Soil-Net Library atCranfield University http://www.soil-net.com/album/Plants/Fruit_Veg/slides/FruitVeg%20Satsuma.htmlClich swear box and Lorem Ipsum t-shirt images by @cpevhttp://www.flickr.com/photos/cpevSparrows at table Feeding frenzy by photogramma1, on Flickr http://www.flickr.com/photos/photogramma1/4002693159