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Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
Day 2: Driving Results Through Thought Leadership
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Day 2: Driving Results Through Thought Leadership

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  • 1. Content Domination:Driving Results Through Thought LeadershipByron White, IdeaLaunch
  • 2. Content Domination: How To Drive Results with Thought Leadership Byron White Conversion Conference 2011 Chief Idea Officer New York @ByronWhite October 20th, 2011
  • 3. Chaos vs. Clarity
  • 4. Welcome to the content marketing revolution!Forward thinking companies are starting to think like publishers– gatheringideas, developing stories and publishing information readers want and need. The$Content$ Content$Marke-ng$$ 5$Tips$to$Win$the$ Marke-ng$Revolu-on$ Team$Sport$ War$on$the$Web$
  • 5. What isContentMarketing?
  • 6. It’s the art of listening to your customers’ wants and needs!   Search Box!   Social Media!   Web Analytics!   Keyword Popularity!   Customer Service!   Questionnaires
  • 7. And the science of delivering it to them in a compelling way!   Articles!   Blogs!   Books!   eBooks!   RSS Feeds!   Printed Books!   Newsletters!   Videos!   Web!   Widgets
  • 8. It’s catching readers orbiting at high speeds!   Applet!   Desktop!   Events!   Information Portals!   Mobile!   Podcasts!   RSS Feeds!   Social Networks!   News
  • 9. With information they want and need!   Help!   Advice!   Insight!   Innovation!   Rationalization!   Top Tens!   Competitive Review
  • 10. It’s testing campaigns to learn what works best!   A/B Testing!   Multivariate Testing!   Eye Track Testing!   Segmentation Testing!   Geo Target Testing!   Usability Testing!   Content Testing
  • 11. And finding the most efficient path to drive sales!   Solve Problems!   Earn Trust!   Score Engagement!   Qualify Leads!   Evaluate Intent!   Induce Trial!   Motivate Purchase!   Close the Sale
  • 12. Content Marketingis a Team Sport
  • 13. The Six Step Content Marketing Workflow
  • 14. Step 1 The Content Plan !  How much content? !  How frequently? !  How good does it need to be? !  What distribution channels?
  • 15. The Content PlanTable of Contents!  Content Analysis!  Keyword Research!  Competitive Research!  Content Audit!  Content Recommendations!  Content Samples!  Content Topic Ideas
  • 16. Competitive Research
  • 17. Content Research Total Content Assets 6000 5482 5000 4000 3000 2488 2000 1422 1079 883 813 1000 137 0 Salesforce HubSpot Google App Yammer SugarCRM RightNow Amazon EC2 Engine
  • 18. Content Analysis Total Content Assets2500 2223200015001000 888500 429 416 229 211 179 114 107 106 101 54 52 47 47 38 38 30 27 26 25 22 20 12 11 8 6 5 4 3 2 2 0
  • 19. Social Media Research Social Media Publishing Volume 9000 8093% 8000 7000 6000 5000 4000 2945% 3000 2461% 1751% 2000 1166% 1045% 1000 0 Oracle SAP Salesforce Microsoft Netsuite Sugar CRM Dynamics CRM
  • 20. Social Media Analysis Social Media Fan Base Customer Relationship Management 300000 257898% 250000 200000 150286% 150000 123369% 100000 50000 21582% 14665% 4530% 0 Oracle SAP Salesforce Microsoft Netsuite Sugar CRM Dynamics CRM
  • 21. Keyword Research Keyword$Research$ %1,000,000%% %156,582%% %138,272%% %100,000%% %11,590%% %10,000%% %3,613%% %1,000%% %100%% %10%% %1%% Pulled%Keywords% Duplicates%Discovered% A@er%Duplicates% Universe% Removed% Final Keyword Lists Keyword Count Keyword Universe 3,613 Golden Keywords 312 Low-Hanging Fruit Keywords 467 Top 100 PPC Keywords 100 Top 100 Search Volume Keywords 100
  • 22. Keyword Silo Development Keyword Distribution by Product Silo 700 600 500 400 300 200 100 0 Keyword Distribution by Topic Silo 700 600 500 400 300 200 100 0 Application Cloud Contact CRM Enterprise IT Help Desk Social Media Development Computing Management Collaboration Management
  • 23. Market Share Analysis of Keyword Silos Keyword Silo Salesforce Market Share Contact Management 31% Sales Cloud 28% XXXX 26% Cloud Computing 25% CCCCc 22% Service Cloud 22% CRM 21% IT Help Desk 20% XXXX 13% Application Development 11% Enterprise Collaboration 10% YYYYY 8% XXXX 7% Social Media Management 5%
  • 24. Customer Research •  Search Box. Track what prospects are looking for and what they find. •  FAQs. Review what customers ask for and the language used. •  Customer Service Reps. Learn the FAQs and knowledge requests. •  Customers. Speak with customers and learn the wants and needs. •  Analytics. Discover the source of traffic and navigational pathways. •  Surveys. Ask for feedback on your content, navigation and methodology.
  • 25. Customer Personas
  • 26. Customer Personas
  • 27. Style Guide
  • 28. How Much? Content Recommendations Asset$Recommenda-ons$3,500%3,000%2,500%2,000% Recommended%Assets%1,500% ExisGng%Assets%1,000% 500% 0% Blogs%% ArGcles% Whitepapers% eBooks% Case%Study%
  • 29. Step 2 Content Creation “Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.” —Gene Fowler
  • 30. Great Writers !   Curiosity !   Storytellers !   Passionate Voice !   Journalists !   Well Traversed !   Researchers !   Make Meaning !   Socratic !   Keep it Simple !   Optimizers !   Less is More !   Knowledge Seekers !   Short and Sweet !   Wordsmiths !   Fresh Insight !   Deep Diggers !   Results Driven !   Big Picture Thinkers !   Inquisitive
  • 31. Understand Customer 2.0 Wants and Needs Customers Needs 2.0 Customers Needs •  Credibility, Belief and Logic •  Info in a Hurry •  Exposure to New Information •  Access to Specific Things •  Information Needs •  Enlighten and Entertained •  Mystery and Bravery •  Authority Advice •  Surprise and Delight •  Relevant Content Content Critical by Gerry McGovern and Rob Norton
  • 32. Enlighten and Entertain Skydive Pepperell swoops landlubbers up 10,500–13,000 feet for an adrenaline-pumping day of aeronautical capriciousness. Dressed in comfortable clothes, sneakers, and their autographed Batman capes, future fliers learn the intricacies of skydiving equipment from a certified expert and watch instructional videos to prep for the big leap. From there, jumpers climb into a sprightly Twin Otter plane, where they are safely anchored to an experienced partner before the plane door slides open to release the pair into the blue yonder. Since the airspace caters only to skydiving excursions and novelists skywriting their latest books, patrons can free-fall comfortably through the vacant horizon at 120 mph for up to one full minute. Once the parachute deploys, tandem divers glide through the air, relishing the mountainous New England countryside for five–seven minutes. Skydive Pepperell’s manicured fields encourage a soft landing, whether it’s a slow standup, seated glide across the grass, or impromptu moonwalk.
  • 33. Learn the Power of Stories Great Stories --> Solve problems --> Teach us to be smart --> Offer surprise and delight --> Focus on “what happens next” --> Introduce great characters --> Are contagious --> Engage readers Sisomo by Kevin Roberts
  • 34. Learn Why Stories Get Passed On Information A Story Fills You Up Moves You On Facts Acts Citing Exciting Reams Dreams Promotional Emotional Static Dramatic Check lists Casts of Characters Compiling Compelling Annotated Animated Feeding the Brain Touching the Heart Expires Inspires
  • 35. Monthly Editorial Calendars
  • 36. VideoTips for Success!   Lead Generation!   Solve Problems!   Video Contests!   Case Studies!   Celebrity Endorsement!   Entertainment/Humor
  • 37. BlogTips for Success!   Contributors!   Optimization!   Link Building!   Lead Generation!   Keyword Silos!   White Papers!   Cross Pollination!   Entertainment/Humor!   Comments/Staff!   Images
  • 38. Resource Center: Information Customers NeedTips for Success!   Spice up the Tone!   Call to Action (Lead Gen)!   Information Graphics!   Link Strategy!   Distribution!   Purple Papers!   Re-Write and Re-Launch!   Lead Generation!   Optimize– BE FOUND
  • 39. Step 3 Content Optimization The SEO Plan !   Competitive Intelligence !   Keyword Research !   Keyword Silos !   Market Share Timestamp !   Content Asset Allocation
  • 40. Keyword Universe List Name Keyword Count Keyword Universe 3,613 Golden Keywords 312 Low-Hanging Fruit Keywords 467 Top 100 PPC Keywords 100 Top 100 Search Volume Keywords 100 Keyword$Count$per$Silo$$ 700% 643% 573% 571% 600% 531% 540% 500% 448% 390% 408% 400% 317% 341% 325% 296% 289% 286% 300% 200% 100% 0%
  • 41. Keyword Silos Hot$Topic$Keyword$Silos$ 140% 123% 120% 100% 84% 75% 80% 61% 55% 49% 49% 60% 39% 44% 32% 31% 29% 30% 32% Golden% 40% 24% 25% 19% 11% 10% 17% 8% 20% 1% 3% 0% 5% 1% 4% 5% Low%Fruit% 0% Top%PPC% Top%SV%
  • 42. Golden Keywords HighCPriority$Golden$Keywords$ small%business%crm%so@ware% $26.82% online%help%desk%so@ware% $26.11% lead%tracking%so@ware% $24.20% support%desk%so@ware% $23.80% enterprise%applicaGon%development% $17.87% applicaGon%integraGon% $15.50% help%desk%support%so@ware% $14.97% collaboraGon%so@ware% $14.73% tech%support% $14.72% enterprise%collaboraGon%so@ware% $13.63% applicaGon%development%tools% $12.54% help%desk%GckeGng%so@ware% $11.98% communicaGon%and%collaboraGon% $11.90% enterprise%applicaGon%integraGon% $11.33% lead%tracking% $10.71% business%contact% $10.42% business%so@ware%applicaGons% $10.02% $0.00% $5.00% $10.00% $15.00% $20.00% $25.00% $30.00% PPC$
  • 43. Low-Hanging Fruit Keywords HighCPriority$LowCHanging$Fruit$ email%customer%service%so@ware% $40.99% contact%center%applicaGons% $37.32% contact%data%management% $36.10% crm%management%so@ware% $34.68% enterprise%crm%so@ware% $34.03% customer%contact%management% $34.02% web%customer%service%so@ware% $33.59% online%customer%support%so@ware% $33.38% help%desk%so@ware%soluGon% $29.86% help%desk%so@ware% $29.58% so@ware%sales%leads% $27.91% it%help%desk%so@ware% $27.46% enterprise%crm%soluGons% $27.04% contact%relaGonship%management% $26.89% small%business%crm%so@ware% $26.82% contact%manager%email% $26.30% free%crm%so@ware% $25.55% help%desk%so@ware%soluGons% $25.11% $0.00% $5.00%$10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% $ $ $ $ $ $ $ PPC$
  • 44. Low-Hanging Fruit Keywords (by Silo and PPC)
  • 45. Low-Hanging Fruit Keywords (by Silo and Search Volume)
  • 46. Low-Hanging Fruit Keywords Posi-ons$Lost$in$Last$Month$ X1% business%contact%so@ware% X1% X1% advantages%of%cloud%compuGng% X1% X2% sales%systems% X2% X2% lead%management% X2% X2% enterprise%collaboraGon%so@ware% X2% X2% applicaGon%development% X2% X3% services%of%cloud%compuGng% X3% X3% remedy%help%desk% X3% X3% crm%management%so@ware% X3% X3% business%contacts% X3% X4% customer%services%management% X4% X5% customer%relaGonship%crm% X6% X7% cloud%plaYorms% X21% 0% X5% X10% X15% X20% X25% Posi-ons$
  • 47. Inbound Link Popularity Inbound$Links$ Zendesk% 30,982,286%% Oracle% 4,989,204%% Netsuite% 2,785,574%% Amazon%Web%Services% 2,588,883%% Jive%So@ware% 1,249,959%% HubSpot% 795,935%% Salesforce% 777,954%% SAP% 726,165%% RightNow% 443,521%% Yammer% 430,345%% Google%App%Engine% 128,046%% Microso@%Dynamics% 114,643%% SugarCRM% 111,575%% Microso@%Sharepoint% 65,048%% Microso@%Azure% 53%% 1% 100% 10000% 1000000% 100000000%
  • 48. Keyword Maps
  • 49. SEO Scoring
  • 50. SEO Scoring
  • 51. Stay Away from Internal Link Building Spam
  • 52. Step 4 Content Leadership “ “There’s nothing to writing. All you do is sit down at a keyboard and open a vein.” —Red Smith
  • 53. Mantra Hubspot Inbound Marketing Winning is Everything Green Bay Packers Think IBM Fun Family Entertainment Disney Save Babies March of Dimes Healthy Fast Food Wendy’s Kick Butt in Air and Space Air Force The Art of the Start, Guy Kawasaki
  • 54. Develop Thought Leadership Positions for each Silo Keyword Distribution by Topic Silo 700 600 500 400 300 200 100 0 Application Cloud Contact CRM Enterprise IT Help Desk Social Media Development Computing Management Collaboration Management
  • 55. Style Haiku Haiku: Japanese 3 line poem, 17 syllables !   Define the style and tone that delights readers !   Identify what type of content performs best !   Modify content assets for different channels !   Develop consistency within content assets
  • 56. Understand the sales funnel •  Preliminary: Headlines, visuals, architecture and familial content. •  Investigating: Knowledge-seeking and trust-building opportunity •  Capability: Show how you solve problems and deliver on needs •  Action: Motivate sign up, download or buy
  • 57. Thought Leadership Needs Style
  • 58. Round 1
  • 59. Round 2
  • 60. Step 5 Content DistributionDistribution Channels!   On-Site Distribution!   Off-Site Distribution
  • 61. Diversify the Content Asset Portfolio!   Articles!   Books!   Courseware!   eBooks!   Podcasts!   Printed Books!   Tip Centers!   Webinars!   Whitepapers!   Widgets!   Workbooks!   Video
  • 62. On-Site Information Distribution
  • 63. Off-Site Information Distribution
  • 64. Step 6 Measure Performance All-the-Time
  • 65. Listing Positions
  • 66. Organic Traffic
  • 67. Content Asset Downloads
  • 68. Sales Influenced by Content Assets
  • 69. Time On Site
  • 70. Return Visitors
  • 71. Conversion Rates
  • 72. 5 Tips to Win theWar on the Web
  • 73. Tip # 1 Conversion FormulaConversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) !   Content: Are you earning trust with information customers want and need? !   Usability: Is your content optimized for conversion? !   Motivation: Do you have compelling reasons to buy and not try the competition? !   Incentive: Do you need any incentives, trial or reward? !   Friction: Have you identified potential resistance and reduced the pain points? !   Anxiety: Have you pinpointed the concerns and resolved the issues?
  • 74. Test “Feel” Words to Improve Conversion Rates Employment Industry Financial Industry !   Entry Level Position !   You’re Already Pre-Approved !   Excellent Growth Opportunity !   Cash Back Offer !   Immediate Openings !   Be Debt-Free in Weeks !   Leading Company Seeks !   Instant Financial Freedom !   Growing Company Seeks !   No Annual Fee !   Team Player !   Pocket Extra Money !   Strong Interpersonal Skill !   Low Introductory Rate !   Financially Motivated !   Fast Cash !   Annual Performance Bonus !   Start Saving Now !   Team Environment !   Peace of Mind
  • 75. Test “Sell” Words to Improve Conversion RatesOffers Trials Motivators!   Special Offer !   Free Trial !   Free Gift!   Exclusive Offer !   First Time Trial !   Pays for Itself!   Limited Time Offer !   No-Risk Trial !   Limited Availability!   Click Here !   Risk Free Trial !   As Seen on TV!   Right Now !   Buy After Review !   Solve X!   Instant Access !   Test Drive !   Stop Y!   Instant Download !   Free Membership !   All Inclusive!   Free Shipping !   Free Subscription !   Best Rated!   No-Fuss Signup !   Join Beta Group !   Tested and Proven!   Easy Signup !   Free Trial with Feedback !   Money-Back Guarantee
  • 76. Test Positive and Negative Sell Words Negative Sell Words Positive Sell Words !   Baffling !   Persevering !   Blurred !   Efficient !   Unclear !   Hard-Driving !   Bewildering !   Proactive !   Mind-Boggling !   Adaptable !   Complicated !   Responsive !   Convoluted !   First-rate !   Perplexing !   Top-notch !   Puzzling !   Highly Competent !   Mixed Up !   Powerful
  • 77. Tip # 2 Likes are the New Links
  • 78. Link Building: The Secret Sauce I had a big beef with my boss the other day. The steak was cooked to perfection and melted in my mouth.
  • 79. Tip # 3 Sell WITHOUT sellingInfo Content!   Speaking Events!   White Papers!   Webinars!   Podcasts!   Books!   Online Courses!   Workbooks!   Press Releases
  • 80. Great Information Sells, Not the Products or Services
  • 81. Tip # 4 Develop YOUR Personal Style Guide
  • 82. Tip # 5 Free SEO Tools Help Your Content Get FoundFree Research Tools! WordVision.com! SpyFu.com! Compete.com! Quantcast.com! SEOMajestic.com!   Raven-SEO-Tools.com! Tools.SEOBook.com! SEOToolSet.com! LinkVendor.com! MarketLeap.com
  • 83. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.com “The only marketingPhone: 617-227-8800 x 201 left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book PDF Version Visit ideaLaunch.com

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