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