Content Marketing Webinar

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  • + ideaLaunch idealaunch 3 months ago
    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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Content Marketing Webinar - Presentation Transcript

  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

+ idealaunchidealaunch, 5 months ago

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Content Marketing. You have heard the term, but you more

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