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Content Strategy (and highlights from Content Marketing World) We just got back from Content Marketing World and people keep asking for a download. So we're going to show you highlights from some of the best of the presentations we found. Each relates to some aspect of strategy. WHO is your content for? Understanding your audience through basic use of personas. WHAT do they want to read? Finding the topics that matter to the people who matter to you. HOW should you sound? A quick look at the tone and the words that work. WHERE does this content come from? Leveraging client stories to unlock a ton of fresh content
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Wine & Web
Andy Crestodina@crestodina #wineweb
Content Strategy 101
Content Strategy
“Achieve business goals by maximizing the impact of content.”
Content Strategists…
Source: Contentini
are you writing for?
Who
1. Use Analytics Data• Pages/visit• Time on site
2. Keyword Expander
Who is Visiting Your Site?
Visitor Personas
Triggers
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
should you sound?
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
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!
