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The Proven Methodology to Improve Conversions!<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />Internet Mark...
			Content Marketing Chaos vs. Clarity<br />
The Content<br />Marketing Revolution<br />Improve Conversions Intelligently—<br />The Content Marketing Way<br />
What isContent Marketing?<br />
It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br />...
And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS...
It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br...
With information they want and need<br />Love It Metrics<br /> Downloads<br /> Time on Site<br /> Repeat Visitation<br /> ...
It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br />...
And finding the most efficient path to engagement and sales<br />The Trust Pipeline<br />Score Engagement<br />Qualify Lea...
Improve Conversions Intelligently– The Content Marketing Way!<br />
A Sneak Peak at the Conversion Formula<br />Conversion = (Content  + Usability + Motivation + Incentive) - (Friction + Anx...
The Six Step Content Marketing Process and Workflow<br />
Step 1 Content Planning<br />What’s in the ContentPlan?<br />Competitive Research<br />Customer Research<br />Market Share...
Competitive Research<br />
Content Asset and Topic Research<br />
Competitive Quantity, Frequency and Quality <br />
Competitive Social Research<br />
Widgets and Apps Research<br />
Research Summary<br />
Customer Research<br /><ul><li>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 FAQsand 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.</li></li></ul><li>Customer Personas<br />
Customer Personas<br />
Style Guide<br />
Step 2 Content Creation<br />How good? <br />+ Customer Wants and Needs<br />+ Access to Industry Expert Writers<br />+ Co...
Indentify your company’s mantra as the starting point  <br />Winning is Everything		Green Bay Packers<br />Think					IBM<b...
Get in tune with customer 2.0 wants and needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
 Access to Specific Things
 Personalization
 Authority Advice
 Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
 Exposure to New Information
 To Laugh
 Mystery and Bravery
 Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
Hire great writers with great characteristics<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meani...
Learn how and why to tell stories <br />Great Stories			--> Solve problems<br />--> Teach us to be smart<br />--> Offer su...
Learn why some stories get passed on and on<br />
Create informational content that sells WITHOUT selling<br />Info Content<br /> Speaking Events<br /> White Papers<br /> W...
Step 3 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />...
Competitive Research:  Lots of Free Tools<br />Free Research Tools<br />WordVision.com<br />SpyFu.com<br />Compete.com<br ...
Competitive Research<br />
Competitive Research<br />
Competitive Research<br />
Competitive Research<br />
Keyword Research and Filtering<br />
Keyword Silos<br />
Keyword Silo Strategy<br />
Make easy for writers to optimize content for SEO<br />
Make it easy for writers to score content for SEO<br />
Time stamp the date you publish content<br />
Time stamp the market share of your keyword silos<br />
Time stamp your SEO performance in the search engines<br />
Step 4 Content Editing<br />Advanced Editing Process<br />Content Plans<br />Topic Research <br />Style Guides<br />Writer...
Great Editors are required to develop great content <br />“Writing is easy: All you do is sit staring at a blank piece of ...
Great Editors know how to craft an engaging story<br />
Great Editors find your company’s Haiku and distinct voice<br />Haiku: Japanese 3 line poem, 17 syllables<br />Define the ...
Great Editors understand the sales funnel<br /><ul><li>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</li></li></ul><li>Step 5 Content Distribution<br />Distribution Channels<br />O...
Determine the right mix of content assets<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> Pr...
On-Site distribution architecture with cross pollination<br />
Off-Site distribution gets the words out and traffic in<br />
Step 6 Content Performance<br />
Listing Positions<br />
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Critical Competitive Intelligence Tools and Tricks

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Byron White's presentation for Internet Marketing Club, August 31st, 2011.

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Transcript of "Critical Competitive Intelligence Tools and Tricks "

  1. 1. The Proven Methodology to Improve Conversions!<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />Internet Marketing Club<br />Wednesday August 31, 2011<br />10 Golden Rules<br />
  2. 2. Content Marketing Chaos vs. Clarity<br />
  3. 3. The Content<br />Marketing Revolution<br />Improve Conversions Intelligently—<br />The Content Marketing Way<br />
  4. 4. What isContent Marketing?<br />
  5. 5. It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br /> Keyword Popularity<br /> Customer Service<br /> Questionnaires<br />
  6. 6. And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS Feeds<br /> Printed Books<br /> Newsletters<br /> Videos<br /> Web<br /> Widgets<br />
  7. 7. It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br />Podcasts<br />RSS Feeds<br />Social Networks<br />News<br />
  8. 8. With information they want and need<br />Love It Metrics<br /> Downloads<br /> Time on Site<br /> Repeat Visitation<br /> Send to Friend<br /> Post to Network<br /> Link to Page<br />
  9. 9. It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br /> Segmentation Testing<br /> Geo Target Testing<br /> Usability Testing<br /> Content Testing<br />
  10. 10. And finding the most efficient path to engagement and sales<br />The Trust Pipeline<br />Score Engagement<br />Qualify Lead <br />Evaluate Intent<br />Induce Trial<br />Motivate Purchase<br />Get the Sale<br />Correlate Assets to Sale<br />
  11. 11. Improve Conversions Intelligently– The Content Marketing Way!<br />
  12. 12. A Sneak Peak at the Conversion Formula<br />Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Content: Are you earning trust with information customers want and need?<br />Usability: Is your content and imagery optimized for conversion?<br />Motivation: Do you have clear reasons to buy and not try the competition?<br />Incentive: Are you offering any incentives, trial or reward?<br />Friction: Have you identified potential resistance and reduced the pain points?<br />Anxiety: Have you pinpointed the concerns and resolved the issues? <br />
  13. 13. The Six Step Content Marketing Process and Workflow<br />
  14. 14. Step 1 Content Planning<br />What’s in the ContentPlan?<br />Competitive Research<br />Customer Research<br />Market Share Research<br />Style Guide<br />Content Asset Allocation<br />Why create a Content Plan?<br />How much content?<br />How frequently?<br />How good is it?<br />What distribution channels?<br />
  15. 15. Competitive Research<br />
  16. 16. Content Asset and Topic Research<br />
  17. 17. Competitive Quantity, Frequency and Quality <br />
  18. 18. Competitive Social Research<br />
  19. 19. Widgets and Apps Research<br />
  20. 20. Research Summary<br />
  21. 21. Customer Research<br /><ul><li>Search Box. Track what prospects are looking for and what they find.
  22. 22. FAQs. Review what customers ask for and the language used.
  23. 23. Customer Service Reps. Learn the FAQsand knowledge requests.
  24. 24. Customers. Speak with customers and learn the wants and needs.
  25. 25. Analytics. Discover the source of traffic and navigational pathways.
  26. 26. Surveys. Ask for feedback on your content, navigation and methodology.</li></li></ul><li>Customer Personas<br />
  27. 27. Customer Personas<br />
  28. 28. Style Guide<br />
  29. 29. Step 2 Content Creation<br />How good? <br />+ Customer Wants and Needs<br />+ Access to Industry Expert Writers<br />+ Conversion Influence<br />+ Cost for Conversion Ratio<br />How much? <br />+ Content Curation<br />+ Topic Research<br />+ Competitive Intelligence<br />+ Link Popularity<br />+ Market Share Value<br />How often?<br />+ Competitive Publishing Frequency<br />+ Timeliness and Contextual Relevancy<br />+ Conversational and Contagious<br />
  30. 30. Indentify your company’s mantra as the starting point <br />Winning is Everything Green Bay Packers<br />Think IBM<br />Fun Family Entertainment Disney<br />Save Babies March of Dimes<br />Healthy Fast Food Wendy’s<br />Kick Butt in Air and Space Air Force<br />The Art of the Start, Guy Kawasaki<br />
  31. 31. Get in tune with customer 2.0 wants and needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
  32. 32. Access to Specific Things
  33. 33. Personalization
  34. 34. Authority Advice
  35. 35. Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
  36. 36. Exposure to New Information
  37. 37. To Laugh
  38. 38. Mystery and Bravery
  39. 39. Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
  40. 40. Hire great writers with great characteristics<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meaning<br /> Keep it Simple<br /> Less is More<br /> Short and Sweet<br /> Fresh Insight<br /> Results Driven<br /> Inquisitive<br /> Storytellers<br /> Journalists<br /> Researchers<br /> Socratic<br /> Optimizers<br /> Knowledge Seekers<br /> Wordsmiths<br /> Deep Diggers<br /> Big Picture Thinkers<br />
  41. 41. Learn how and why to tell stories <br />Great Stories --> Solve problems<br />--> Teach us to be smart<br />--> Offer surprise and delight<br />--> Focus on “what happens next”<br />--> Introduce great characters<br /> --> Are contagious<br /> --> Engage readers<br />Sisomo by Kevin Roberts<br />
  42. 42. Learn why some stories get passed on and on<br />
  43. 43. Create informational content that sells WITHOUT selling<br />Info Content<br /> Speaking Events<br /> White Papers<br /> Webinars<br /> Podcasts<br /> Books<br /> Online Courses<br />Workbooks<br /> Press Releases<br />
  44. 44. Step 3 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />Market Share Timestamp<br />Content Asset Allocation<br />
  45. 45. Competitive Research: Lots of Free Tools<br />Free Research Tools<br />WordVision.com<br />SpyFu.com<br />Compete.com<br />Quantcast.com<br />SEOMajestic.com<br />Raven-SEO-Tools.com<br />Tools.SEOBook.com<br />SEOToolSet.com<br />LinkVendor.com<br />MarketLeap.com<br />
  46. 46. Competitive Research<br />
  47. 47. Competitive Research<br />
  48. 48. Competitive Research<br />
  49. 49. Competitive Research<br />
  50. 50. Keyword Research and Filtering<br />
  51. 51. Keyword Silos<br />
  52. 52. Keyword Silo Strategy<br />
  53. 53. Make easy for writers to optimize content for SEO<br />
  54. 54. Make it easy for writers to score content for SEO<br />
  55. 55. Time stamp the date you publish content<br />
  56. 56. Time stamp the market share of your keyword silos<br />
  57. 57. Time stamp your SEO performance in the search engines<br />
  58. 58. Step 4 Content Editing<br />Advanced Editing Process<br />Content Plans<br />Topic Research <br />Style Guides<br />Writer Sampling<br />Editorial Revisions<br />Content Haiku<br />Brand Infusion<br />Fact Proofing<br />Technical Review<br />Legal Review<br />Engagement Testing<br />Delightful Verification<br />
  59. 59. Great Editors are required to develop great content <br />“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.”<br />—Gene Fowler<br />“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”<br />—Red Smith<br />
  60. 60. Great Editors know how to craft an engaging story<br />
  61. 61. Great Editors find your company’s Haiku and distinct voice<br />Haiku: Japanese 3 line poem, 17 syllables<br />Define the style and tone that delights readers<br />Identify what type of content performs best<br />Modify content assets for different channels<br />Develop consistency within content assets<br />
  62. 62. Great Editors understand the sales funnel<br /><ul><li>Preliminary: Headlines, visuals, architecture and familial content.
  63. 63. Investigating: Knowledge-seeking and trust-building opportunity
  64. 64. Capability: Show how you solve problems and deliver on needs
  65. 65. Action: Motivate sign up, download or buy</li></li></ul><li>Step 5 Content Distribution<br />Distribution Channels<br />On-SiteDistribution<br />Off-Site Distribution<br />
  66. 66. Determine the right mix of content assets<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> Printed Books<br /> Tip Centers<br /> Webinars<br /> Whitepapers<br /> Widgets<br />Workbooks<br /> Video<br />
  67. 67. On-Site distribution architecture with cross pollination<br />
  68. 68. Off-Site distribution gets the words out and traffic in<br />
  69. 69. Step 6 Content Performance<br />
  70. 70. Listing Positions<br />
  71. 71. Organic Traffic<br />
  72. 72. Content Downloads<br />
  73. 73. Sales Influenced by Content Assets<br />
  74. 74. Time On Site<br />
  75. 75. Return Visitors<br />
  76. 76. User Acquisition Cost<br />
  77. 77. Conversion Rates<br />
  78. 78. Always test to mitigate the paradox of choice<br /><ul><li> Too many choices with the new age of micro expansion
  79. 79. New rules for complex decision making
  80. 80. New meaning needs to be developed to find the best path
  81. 81. New methodology needs to be formulated for big decisions
  82. 82. New reward needs to surface with the right decision</li></ul>The Paradox of Choice by Barry Schwartz<br />
  83. 83. Apply the conversion formula to your testing workflow<br />Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Content: Are you earning trust with information customers want and need?<br />Usability: Is your content and imagery optimized for conversion?<br />Motivation: Do you have clear reasons to buy and not try the competition?<br />Incentive: Are you offering any incentives, trial or reward?<br />Friction: Have you identified potential resistance and reduced the pain points?<br />Anxiety: Have you pinpointed the concerns and resolved the issues? <br />
  84. 84. Test “feel” words to improve conversion rates<br />Employment Sell Words<br /> Entry Level Position<br /> Excellent Growth Opportunity<br /> Immediate Openings<br /> Leading Company Seeks<br />Growing Company Seeks<br /> Team Player<br /> Strong Interpersonal Skill<br /> Financially Motivated<br /> Annual Performance Bonus<br /> Team Environment<br />Financial Sell Words<br /> You’re Already Pre-Approved<br /> Cash Back Offer<br /> Be Debt-Free in Weeks<br /> Instant Financial Freedom<br /> No Annual Fee<br /> Pocket Extra Money<br />Low Introductory Rate<br /> Fast Cash<br /> Start Saving Now<br />Peace of Mind<br />
  85. 85. Test “sell” words to improve conversion rates<br />Offers<br /> Special Offer<br /> Exclusive Offer<br /> Limited Time Offer<br /> Click Here<br /> Right Now<br /> Instant Access<br /> Instant Download<br /> Free Shipping<br /> No-Fuss Signup<br /> Easy Signup<br />Trials<br /> Free Trial<br /> First Time Trial<br /> No-Risk Trial<br /> Risk Free Trial<br /> Buy After Review<br />Test Drive<br /> Free Membership<br /> Free Subscription<br /> Join Beta Group<br /> Free Trial with Feedback<br />Motivators<br /> Free Gift<br /> Pays for Itself<br /> Limited Availability<br /> As Seen on TV<br /> Solve X <br />Stop Y<br /> All Inclusive<br /> Best Rated<br /> Tested and Proven<br /> Money-Back Guarantee<br />
  86. 86. Test both positive and negative sell words<br />Positive Sell Words<br /> Persevering<br /> Efficient<br /> Hard-Driving<br /> Proactive<br /> Adaptable<br /> Responsive<br />First-rate<br /> Top-notch<br /> Highly Competent<br /> Powerful<br />Negative Sell Words<br /> Baffling<br /> Blurred<br /> Unclear<br /> Bewildering<br />Mind-Boggling<br /> Complicated<br /> Convoluted<br /> Perplexing<br /> Puzzling<br /> Mixed Up<br />
  87. 87. Proven methodology delivers the conversion improvemement you demand<br />
  88. 88. Byron White, ideaLaunch<br />Chief Idea Officer<br />Twitter: @ByronWhite<br />Byron[at]ideaLaunch.com<br />Phone: 617-227-8800 x 201<br />“The only marketing left is content marketing.” Seth Godin<br />Free 101 Content Marketing Tips Book Download<br />Visit ideaLaunch.com<br />
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