Content
June 24, 2009
Byron White, ideaLaunch
Chief Idea Officer




                             Marketing
What is Conten...
What is content
marketing? It’s more
than just a buzz word.
It’s the most important
tool in your marketing
toolchest these...
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
...
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...
Insight and advice to
customers replaces
features and benefits.
–   Earn Trust
–   Add Value
–   Be Honest
–   Share Ideas...
Content becomes the
pipeline for warm leads.
No more cold calling!
–   Measure Prospect Interaction
–   Push Content Track...
Content becomes
available to readers any
time and any place.
–   Mobile
–   RSS Feeds
–   Content Widgets
–   Content Gadg...
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
–   Ta...
Find the opportunity for
content assets to drive
traffic and sales fast.
–   PPC Price
–   Search Volume
–   Manual Weight...
Optimize content around
hot topics and keywords
that appeal to the bots.
–   SpyFu.com
–   RavenTools.com
–   GoodKeywords...
Hire great writers that
    know how to get under
    the skin of the reader.
–   Inhabit the Target Audience
–   Build Cr...
Score content SEO strength
easily. Put technology to
work for SEO.
–   PageStrengthTool.com
–   Score SEO Strength
–   Pep...
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 Web...
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 Li...
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
–  ...
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...
Find the essentially
contested concepts and
share your insights.
–   Follow Thought Leaders
–   Find Topics to Debate
–   ...
Social media posts and
conversations offer the
insight you need.
–   Search.Twitter.com
–   FaceBook.com/lexicon/
–   Thun...
Content
Marketing
Assets
Portfolio
Articles translate your
expertise and establish
the credibility you need.
–   Knowledge Centers
–   FAQ Sections
–   Artic...
It’s amazing what a
printed book can do.
Authors are authorities.
–   $172M Audio Books 2008
–   On-Demand Printing
–   IS...
The content marketing
revolution began with
White Papers. Go Retro!
–   Bit Stale
–   Establish Expertise
–   Make Underst...
Video content is becoming
the mainstream for
wallstreet and mainstreet.
–   YouTube: 20 Hours/Minute
–   Broadband Speed
–...
Web readers are traveling
at high speeds. eBooks
catch them on the fly.
–   $113M Sales 2008
–   Increase 68% 2007
–   Goo...
Microsites offer specific
topic focus and solutions,
without the distractions.
–   Talk the Real Talk
–   Micro Communitie...
Short, sharp, content rich
Webinars turn browsers
into believers.
–   Thought Leadership
–   Competitive Intelligence
–   ...
The projections for
podcast downloads make
this media exciting.
–   Internet Users Audience
–   9% 2008
–   11% 2009
–   1...
Slide presentations get
concise thoughts out to
interested prospects.
–   SlideRocket.com
–   SlideShare.net
–   SlideServ...
Case Studies build your
case to show exactly
how your services help.
–   Like Me
–   Predict Future
–   Find Similarities
...
Translate your expertise
and point of view with
easy-to-understand tips.
–   Measure ROI
–   Improve Conversions
–   Long ...
Byron White, ideaLaunch
Chief Idea Officer
                            Create
                            Great
Blog: idea...
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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 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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Content Marketing Webinar

  1. 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. 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. 3. It’s the art of listening to your customer’s needs and wants.
  4. 4. And the science of delivering it to them in a compelling way.
  5. 5. It’s constantly testing campaigns to learn what works and doesn’t.
  6. 6. It’s a well-told story that keeps readers coming back for more.
  7. 7. The essence of the content marketing revolution is all around us in the form of words, motion and conversations.
  8. 8. Traditional broadcast marketing is necessary perhaps, but limited. – Cold Calling – Direct Mail – Print Advertising – Trade Shows – Telemarketing – Banner Ads – Radio Spots
  9. 9. Content Marketing talks with people, not at people.
  10. 10. Content Marketing puts the customer at the center, not the company.
  11. 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. 12. Insight and advice to customers replaces features and benefits. – Earn Trust – Add Value – Be Honest – Share Ideas – Stop Selling
  13. 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. 14. Content becomes available to readers any time and any place. – Mobile – RSS Feeds – Content Widgets – Content Gadgets – Desktop
  15. 15. Creating content for the web is an art & science. You must now optimize content for readers AND the search engines.
  16. 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. 17. Find the opportunity for content assets to drive traffic and sales fast. – PPC Price – Search Volume – Manual Weights – Trend Report – Traffic Report
  18. 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. 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. 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. 21. You demand a measurable return on your investment for content marketing. No more guesswork.
  22. 22. Improve conversion rates instantly with landing page optimization. – A/B Testing – Multivariate Testing – Google Website Optimizer – Site Tuners – Offermatica – Optimost
  23. 23. Readers decide what headlines, copy and graphics works best. Fast!
  24. 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. 25. Compare listing position trends with content deployment.
  26. 26. Compare content deployment with traffic spikes.
  27. 27. Study repeat visitation to your website and time- on-site.
  28. 28. Tips for Content Marketing Success learned by creating and developing 18 million words for 500+ clients.
  29. 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. 30. Put the full power of social media with conversations, not followers.
  31. 31. Publish a printed book and become an authority.
  32. 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. 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. 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. 35. Content Marketing Assets Portfolio
  36. 36. Articles translate your expertise and establish the credibility you need. – Knowledge Centers – FAQ Sections – Article Submissions – Link Popularity – Industry Journals
  37. 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. 38. The content marketing revolution began with White Papers. Go Retro! – Bit Stale – Establish Expertise – Make Understandable – Infuse Personality – Showcase Insight
  39. 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. 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. 41. Microsites offer specific topic focus and solutions, without the distractions. – Talk the Real Talk – Micro Communities – Topic Focus – Testing Platform – Controled ROI
  42. 42. Short, sharp, content rich Webinars turn browsers into believers. – Thought Leadership – Competitive Intelligence – Authority Leadership – Conversion Metrics
  43. 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. 44. Slide presentations get concise thoughts out to interested prospects. – SlideRocket.com – SlideShare.net – SlideServe.com – PPTExchange.com – SlideLive.com – AuthorStream.com
  45. 45. Case Studies build your case to show exactly how your services help. – Like Me – Predict Future – Find Similarities – Compare Notes
  46. 46. Translate your expertise and point of view with easy-to-understand tips. – Measure ROI – Improve Conversions – Long Tail Keywords – SEO Edge
  47. 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

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