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10 Steps to developing branded content that offers the ROI you demand for the investment Byron White Chief Idea Officer id...
Start with an idea session discussing ideas and options for branded content <ul><ul><li>Paid Placement </li></ul></ul><ul>...
Evaluate organic market share and pinpoint opportunity for branded content impact
Find the wants and needs of readers and customers and develop style guides  <ul><ul><li>Surveys </li></ul></ul><ul><ul><li...
Use keyword research tools to find keywords for readers AND the bots <ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li...
<ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Short Tail </li></ul></ul><ul><ul><li>All-Tail Universe </li></ul></ul><u...
Develop keyword silos for SEO scoring, link development and ROI tracking <ul><ul><li>SEO Scoring Tools </li></ul></ul><ul>...
Build out an editorial calendar for branded content distribution
Optimize you’re content, images and link strategy  Link Building Tip I had a  big beef  with Mike Roberts last night. The ...
Apply your brand consistently to your content assets <ul><ul><li>Branded Assets </li></ul></ul><ul><ul><li>Speaking Events...
Score content for SEO strength using robust technology <ul><ul><li>SEO Scoring Tools </li></ul></ul><ul><ul><li>Grader.com...
Track the ROI from branded content in a variety of ways. <ul><ul><li>Secrets to ROI Tracking </li></ul></ul><ul><ul><li>Ta...
Track improved listing positions impacted by content deployment
Track increase in organic traffic impacted by content deployment
Track repeat visitation post branded content deployment
Track time on site impacted by content deployment
Track increases in lead generation interacting with content assets
Track improved conversion rates from landing page optimization
Track increased sales impacted by branded content interaction
Case Study #1: ideaLaunch and “Press Release Magic”
<ul><ul><li>Byron White, ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Twitter: @Byr...
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10 Steps To Developing Branded Content That Offers The ROI You Demand

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Byron White's Search Engine Strategies presentation. San Francisco, CA, August 19th, 2010.

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  • Tip: Learning where your organic marketshare vs the competition helps you calculate opportunity cost.
  • POSSIBLY ENTER A STYLE GUIDE FOR OWD
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • OK
  • OK
  • OK
  • Wayne-- Circle the Content Asset in the chart above for clarity,
  • Drop in the SpyFu Logo over ideaLaunch.
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • OK
  • Transcript of "10 Steps To Developing Branded Content That Offers The ROI You Demand"

    1. 1. 10 Steps to developing branded content that offers the ROI you demand for the investment Byron White Chief Idea Officer ideaLaunch Search Engine Strategies San Francisco August 19, 2010
    2. 2. Start with an idea session discussing ideas and options for branded content <ul><ul><li>Paid Placement </li></ul></ul><ul><ul><li>Courseware Reviews </li></ul></ul><ul><ul><li>Book Summaries </li></ul></ul><ul><ul><li>Podcast Summaries </li></ul></ul><ul><ul><li>Tip Centers </li></ul></ul><ul><ul><li>Webinar Summaries </li></ul></ul><ul><ul><li>Whitepaper Summaries </li></ul></ul><ul><ul><li>Widget Reviews </li></ul></ul><ul><ul><li>WorkBook Reviews </li></ul></ul><ul><ul><li>Video Reviews </li></ul></ul><ul><ul><li>Survey Results </li></ul></ul><ul><ul><li>Free Giveaways </li></ul></ul><ul><ul><li>Article Distribution </li></ul></ul><ul><ul><li>Work Life Betterment </li></ul></ul><ul><ul><li>Home Life Betterment </li></ul></ul><ul><ul><li>Community Job Opportunities </li></ul></ul><ul><ul><li>Green Initiatives </li></ul></ul><ul><ul><li>Cause Support </li></ul></ul><ul><ul><li>Educational Announcements </li></ul></ul><ul><ul><li>Volunteer Vacations </li></ul></ul><ul><ul><li>Tradeshow Announcements </li></ul></ul><ul><ul><li>Remarkable Company Policy </li></ul></ul><ul><ul><li>Unusual Holiday Celebration </li></ul></ul><ul><ul><li>Viral Marketing Updates </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Exciting News </li></ul></ul><ul><ul><li>Hiring Bursts </li></ul></ul><ul><ul><li>Retirements </li></ul></ul><ul><ul><li>Record Sales </li></ul></ul><ul><ul><li>Record Hits </li></ul></ul><ul><ul><li>Record Views </li></ul></ul><ul><ul><li>Popular Posts </li></ul></ul><ul><ul><li>Donnations </li></ul></ul><ul><ul><li>Bold Policy </li></ul></ul><ul><ul><li>First-Of-A-Kind </li></ul></ul><ul><ul><li>New Resources </li></ul></ul>
    3. 3. Evaluate organic market share and pinpoint opportunity for branded content impact
    4. 4. Find the wants and needs of readers and customers and develop style guides <ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Phone Calls </li></ul></ul><ul><ul><li>Search Box </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><li>Keyword Popularity </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Questionnaires </li></ul></ul>
    5. 5. Use keyword research tools to find keywords for readers AND the bots <ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li>SpyFu.com </li></ul></ul><ul><ul><li>Compete.com </li></ul></ul><ul><ul><li>QuantCast.com </li></ul></ul><ul><ul><li>SEOMajestic.com </li></ul></ul><ul><ul><li>Raven-SEO-Tools.com </li></ul></ul><ul><ul><li>Tools.SEOBook.com </li></ul></ul><ul><ul><li>SEOToolSet.com </li></ul></ul><ul><ul><li>LinkVendor.com </li></ul></ul><ul><ul><li>MarketLeap.com </li></ul></ul>
    6. 6. <ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Short Tail </li></ul></ul><ul><ul><li>All-Tail Universe </li></ul></ul><ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>Weighted Keywords </li></ul></ul><ul><ul><li>Internal Links </li></ul></ul><ul><ul><li>Content Scoring </li></ul></ul>Develop an SEO plan that becomes the nerve center for content creation
    7. 7. Develop keyword silos for SEO scoring, link development and ROI tracking <ul><ul><li>SEO Scoring Tools </li></ul></ul><ul><ul><li>PressReleaseGrader.com </li></ul></ul><ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li>PageStrengthTool.com </li></ul></ul><ul><ul><li>SEOContentGrader.com </li></ul></ul>
    8. 8. Build out an editorial calendar for branded content distribution
    9. 9. Optimize you’re content, images and link strategy Link Building Tip I had a big beef with Mike Roberts last night. The steak was cooked to perfection and melted in my mouth.
    10. 10. Apply your brand consistently to your content assets <ul><ul><li>Branded Assets </li></ul></ul><ul><ul><li>Speaking Events </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Online Courses </li></ul></ul><ul><ul><li>Informational Guides </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>
    11. 11. Score content for SEO strength using robust technology <ul><ul><li>SEO Scoring Tools </li></ul></ul><ul><ul><li>Grader.com </li></ul></ul><ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li>PageStrengthTool.com </li></ul></ul><ul><ul><li>SEOContentGrader.com </li></ul></ul>
    12. 12. Track the ROI from branded content in a variety of ways. <ul><ul><li>Secrets to ROI Tracking </li></ul></ul><ul><ul><li>Tag Published Date </li></ul></ul><ul><ul><li>Track Link Phrases </li></ul></ul><ul><ul><li>Build Keyword Silos </li></ul></ul>
    13. 13. Track improved listing positions impacted by content deployment
    14. 14. Track increase in organic traffic impacted by content deployment
    15. 15. Track repeat visitation post branded content deployment
    16. 16. Track time on site impacted by content deployment
    17. 17. Track increases in lead generation interacting with content assets
    18. 18. Track improved conversion rates from landing page optimization
    19. 19. Track increased sales impacted by branded content interaction
    20. 20. Case Study #1: ideaLaunch and “Press Release Magic”
    21. 21. <ul><ul><li>Byron White, ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Twitter: @ByronWhite </li></ul></ul><ul><ul><li>Byron[at]ideaLaunch.com </li></ul></ul><ul><ul><li>617-227-8800 x 201 </li></ul></ul><ul><ul><li>Book Author </li></ul></ul><ul><ul><li>101 Content Marketing Tips </li></ul></ul><ul><ul><li>Speaker Events 2010 </li></ul></ul><ul><ul><li>BrightTalk </li></ul></ul><ul><ul><li>Search Engine Strategies </li></ul></ul><ul><ul><li>PR Web Thrive </li></ul></ul><ul><ul><li>Inbound Marketing Summit </li></ul></ul><ul><ul><li>28 Total Speaking Events </li></ul></ul>Free Content Marketing Tips book here: ideaLaunch.com/101
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