Content Marketing Webinar

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

What is content marketing? It’s more than just a buzz word. It’s the most important tool in your marketing toolchest these days.

It’s the art of listening to your customer’s needs and wants.

And the science of delivering it to them in a compelling way.

It’s constantly testing campaigns to learn what works and doesn’t.

It’s a well-told story that keeps readers coming back for more.

The essence of the content marketing revolution is all around us in the form of words, motion and conversations.

Traditional broadcast marketing is necessary perhaps, but limited. – Cold Calling – Direct Mail – Print Advertising – Trade Shows – Telemarketing – Banner Ads – Radio Spots

Content Marketing talks with people, not at people.

Content Marketing puts the customer at the center, not the company.

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

Insight and advice to customers replaces features and benefits. – Earn Trust – Add Value – Be Honest – Share Ideas – Stop Selling

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

Content becomes available to readers any time and any place. – Mobile – RSS Feeds – Content Widgets – Content Gadgets – Desktop

Creating content for the web is an art & science. You must now optimize content for readers AND the search engines.

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

Find the opportunity for content assets to drive traffic and sales fast. – PPC Price – Search Volume – Manual Weights – Trend Report – Traffic Report

Optimize content around hot topics and keywords that appeal to the bots. – SpyFu.com – RavenTools.com – GoodKeywords.com – KeywordDiscovery.com – Google.com – WordVision.com

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

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

You demand a measurable return on your investment for content marketing. No more guesswork.

Improve conversion rates instantly with landing page optimization. – A/B Testing – Multivariate Testing – Google Website Optimizer – Site Tuners – Offermatica – Optimost

Readers decide what headlines, copy and graphics works best. Fast!

Track listing positions in the search engines for success measurement. – Establish Keyword Universe – Track Top 100 Listings – Track Top 10 Listings – Track Top Keywords

Compare listing position trends with content deployment.

Compare content deployment with traffic spikes.

Study repeat visitation to your website and time- on-site.

Tips for Content Marketing Success learned by creating and developing 18 million words for 500+ clients.

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

Put the full power of social media with conversations, not followers.

Publish a printed book and become an authority.

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

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

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

Content Marketing Assets Portfolio

Articles translate your expertise and establish the credibility you need. – Knowledge Centers – FAQ Sections – Article Submissions – Link Popularity – Industry Journals

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

The content marketing revolution began with White Papers. Go Retro! – Bit Stale – Establish Expertise – Make Understandable – Infuse Personality – Showcase Insight

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

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

Microsites offer specific topic focus and solutions, without the distractions. – Talk the Real Talk – Micro Communities – Topic Focus – Testing Platform – Controled ROI

Short, sharp, content rich Webinars turn browsers into believers. – Thought Leadership – Competitive Intelligence – Authority Leadership – Conversion Metrics

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

Slide presentations get concise thoughts out to interested prospects. – SlideRocket.com – SlideShare.net – SlideServe.com – PPTExchange.com – SlideLive.com – AuthorStream.com

Case Studies build your case to show exactly how your services help. – Like Me – Predict Future – Find Similarities – Compare Notes

Translate your expertise and point of view with easy-to-understand tips. – Measure ROI – Improve Conversions – Long Tail Keywords – SEO Edge

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

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Content Marketing Webinar

by idealaunch on Jul 01, 2009

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Content Marketing Webinar — Presentation Transcript