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Content Marketing Webinar

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Content Marketing. You have heard the term, but you wouldn't be willing to step up to "Who Wants to be a Millionaire" host, Meredith Viera, with your definition. More importantly, your plan of …

Content Marketing. You have heard the term, but you wouldn't be willing to step up to "Who Wants to be a Millionaire" host, Meredith Viera, with your definition. More importantly, your plan of execution goes directly to Plan B. Don't feel bad-we'll take care of you. Get comfy and grab a headset.

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  • Thanks for your interest in this SlideDeck. If you want to see a live presentation of this Webinar, sign up for one of my Monthly Content Marketing Webinars here: http://www.idealaunch.com/content-marketing/webinars/
    And thanks for your interest in making the world and the web a better place with quality content as the means by which to grow business. Cheers!
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  • 1. Content June 24, 2009 Byron White, ideaLaunch Chief Idea Officer Marketing What is Content Marketing? Content Marketing Essence Content Creation Process ROI Measurement Webinar Content Asset Portfolio Tips for Success
  • 2. What is content marketing? It’s more than just a buzz word. It’s the most important tool in your marketing toolchest these days.
  • 3. It’s the art of listening to your customer’s needs and wants.
  • 4. And the science of delivering it to them in a compelling way.
  • 5. It’s constantly testing campaigns to learn what works and doesn’t.
  • 6. It’s a well-told story that keeps readers coming back for more.
  • 7. The essence of the content marketing revolution is all around us in the form of words, motion and conversations.
  • 8. Traditional broadcast marketing is necessary perhaps, but limited. – Cold Calling – Direct Mail – Print Advertising – Trade Shows – Telemarketing – Banner Ads – Radio Spots
  • 9. Content Marketing talks with people, not at people.
  • 10. Content Marketing puts the customer at the center, not the company.
  • 11. It’s important. “The only marketing left is content marketing.” Seth Godin – All Marketers are Liars – Meatball Sunday – Purple Cow – The Big Red Fez – Small is the New Big – The Moo – Tribes
  • 12. Insight and advice to customers replaces features and benefits. – Earn Trust – Add Value – Be Honest – Share Ideas – Stop Selling
  • 13. Content becomes the pipeline for warm leads. No more cold calling! – Measure Prospect Interaction – Push Content Track Interest – Points for Downloads – Points for Conversations – Points for Particpation – Points = Trust = Sales
  • 14. Content becomes available to readers any time and any place. – Mobile – RSS Feeds – Content Widgets – Content Gadgets – Desktop
  • 15. Creating content for the web is an art & science. You must now optimize content for readers AND the search engines.
  • 16. Start by researching your customer’s needs and wants in creative ways. – Keyword Research – Social Media Sphere – Talk and Listen – Surveys and Polls – Customers Customers
  • 17. Find the opportunity for content assets to drive traffic and sales fast. – PPC Price – Search Volume – Manual Weights – Trend Report – Traffic Report
  • 18. Optimize content around hot topics and keywords that appeal to the bots. – SpyFu.com – RavenTools.com – GoodKeywords.com – KeywordDiscovery.com – Google.com – WordVision.com
  • 19. Hire great writers that know how to get under the skin of the reader. – Inhabit the Target Audience – Build Credibility – Contagious Writing Style – Surprise and Delite – Teach us to be Smart – Practice Writing Haiku – Find New Value – Work Smart
  • 20. Score content SEO strength easily. Put technology to work for SEO. – PageStrengthTool.com – Score SEO Strength – Pepper Rich Keywords – Build Internal Links – Find Low Lying Fruit – Create Meta Descriptions – Support SEO with Content
  • 21. You demand a measurable return on your investment for content marketing. No more guesswork.
  • 22. Improve conversion rates instantly with landing page optimization. – A/B Testing – Multivariate Testing – Google Website Optimizer – Site Tuners – Offermatica – Optimost
  • 23. Readers decide what headlines, copy and graphics works best. Fast!
  • 24. Track listing positions in the search engines for success measurement. – Establish Keyword Universe – Track Top 100 Listings – Track Top 10 Listings – Track Top Keywords
  • 25. Compare listing position trends with content deployment.
  • 26. Compare content deployment with traffic spikes.
  • 27. Study repeat visitation to your website and time- on-site.
  • 28. Tips for Content Marketing Success learned by creating and developing 18 million words for 500+ clients.
  • 29. Internal and external links are essential for success. Get the most of link love. – Link Popularity – Support SEO – Validate Content – Justify Top Listings – Big Beef Story
  • 30. Put the full power of social media with conversations, not followers.
  • 31. Publish a printed book and become an authority.
  • 32. Discover what you see that your competition does not see. – Apply Your Expertise – Position Your Company – Find Keen Insight – Shed New Light – Offer the Inside Scoop – Raise Awareness – Progress Leads with Knowledge
  • 33. Find the essentially contested concepts and share your insights. – Follow Thought Leaders – Find Topics to Debate – Chime in Your Thoughts – Contribute to Communities – Put Your Ideas to Work – Stay on Topic
  • 34. Social media posts and conversations offer the insight you need. – Search.Twitter.com – FaceBook.com/lexicon/ – ThunderThimble.com – TechRigy.com – BlogSearch.Google.com – BlogPulse.com – IceRocket.com – Delicious.com – StumbleUpon.com
  • 35. Content Marketing Assets Portfolio
  • 36. Articles translate your expertise and establish the credibility you need. – Knowledge Centers – FAQ Sections – Article Submissions – Link Popularity – Industry Journals
  • 37. It’s amazing what a printed book can do. Authors are authorities. – $172M Audio Books 2008 – On-Demand Printing – ISBN Authority – Future Search – Speaking Events – Authority Validation
  • 38. The content marketing revolution began with White Papers. Go Retro! – Bit Stale – Establish Expertise – Make Understandable – Infuse Personality – Showcase Insight
  • 39. Video content is becoming the mainstream for wallstreet and mainstreet. – YouTube: 20 Hours/Minute – Broadband Speed – Hollywood Entertainment – Sissimo: Site, Sound. Motion – Viral Marketing – Trade Shows – Motion and Emotion
  • 40. Web readers are traveling at high speeds. eBooks catch them on the fly. – $113M Sales 2008 – Increase 68% 2007 – Google Listings – Whitepaper Steroids – Email Required – Easy Pass Around
  • 41. Microsites offer specific topic focus and solutions, without the distractions. – Talk the Real Talk – Micro Communities – Topic Focus – Testing Platform – Controled ROI
  • 42. Short, sharp, content rich Webinars turn browsers into believers. – Thought Leadership – Competitive Intelligence – Authority Leadership – Conversion Metrics
  • 43. The projections for podcast downloads make this media exciting. – Internet Users Audience – 9% 2008 – 11% 2009 – 13% 20010 – 14.5% 2011 – 15% 2012 – 17% 2013
  • 44. Slide presentations get concise thoughts out to interested prospects. – SlideRocket.com – SlideShare.net – SlideServe.com – PPTExchange.com – SlideLive.com – AuthorStream.com
  • 45. Case Studies build your case to show exactly how your services help. – Like Me – Predict Future – Find Similarities – Compare Notes
  • 46. Translate your expertise and point of view with easy-to-understand tips. – Measure ROI – Improve Conversions – Long Tail Keywords – SEO Edge
  • 47. Byron White, ideaLaunch Chief Idea Officer Create Great Blog: ideaLaunch.com/Blog Twitter: ByronWhite FaceBook: Byron White Phone: 617-227-8800 x 201 Content Cell: 617-775-5828