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Content Planning to Drive Results

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  • 1. Content Planning to Drive Results Content Marketing Webinar V37 January 31st, 2013Byron White Jon WuebbenChief Idea Officer Content LaunchideaLaunch.com Author: Content is CurrencyByron [at] ideaLaunch.com Jon [at]ContentLaunch.com 240 Commercial Street Boston, MA 02109 617-227-8800
  • 2. What is The Content PlanningContent Marketing? Content Plan to Drive Results
  • 3. What isContentMarketing?
  • 4. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires Geo-Targeting
  • 5. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Videos Web Widgets
  • 6. It’s catching customers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks Video Portals
  • 7. With information they want and need Downloads Deals Geo-Targeted Offers Interest-Targeted Offers Send to Friend Re-Tweet Likes Loves Repeat Visitation
  • 8. It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo Target Testing Usability Testing Content Testing
  • 9. And finding the most efficient path to engagement and sales Score Engagement Qualify Lead Evaluate Intent Induce Trial Motivate Purchase Get the Sale Correlate Assets to Sale
  • 10. It’s following a process and workflow to delivers results
  • 11. And tracking performance in a variety of ways
  • 12. TheContentPlan
  • 13. What does a content plan offer you? How much content to I need to compete online? How frequently should I publish it? How good does it need to be? What type of content assets do I need? How much will the content plan cost?
  • 14. Content Plans: Table of Contents Introduction 3 Domain Analysis 4 Keyword Research 5-10 Keyword Research Methodology 5 Keyword Silos 6 Keyword Classifications 7 Keyword Silo Distribution 8-10 Competitive Research 11-32 SEO Research 11-13 Listing Positions 14-16 Aggregate Search Volume by Industry 17 Content Audit 18-20 Content Samples 21-24 Executive Summary 25 Appendix 26 Content Plan by Silo Summary 27 Summary of Methods 28 Glossary 29 Keyword Silo Summary 30-141
  • 15. Step 1: Domain Analysis and Keyword Research AnalyticsSEO Google Adwords Authority Labs HitWise Bring Share Keyword Spy Keyword Search Rankings SEOBook KeySR SpyFu Microsite Masters Trellian Rank Ranger WebCEO SEOMOZ WordStream SERPs WordVision WhooshTraffic WordTracker
  • 16. Keyword Filtering and Selection Keyword Research 1,000,000 156,582 138,272 100,000 11,590 10,000 3,613 1,000 100 10 1 Pulled Keywords Duplicates Discovered After Duplicates Universe Removed Keyword Universe Keyword Count Final Keyword Universe 3,613 Golden Keywords (Most Important) 312 Low-Hanging Fruit Keywords (Google SERP) 50 to 100 467 Top 100 PPC Keywords 100 Top 100 Search Volume Keywords 100
  • 17. Keyword Groups Keyword Groups 700 643 573 571 600 531 540 500 448 390 408 400 341 325 296 317 289 286 300 200 100 0
  • 18. Keyword Groups Keyword Groups 120 111 100 84 80 74 73 75 Golden 61 60 57 57 55 Low Fruit 54 Top PPC 39 40 40 Top SV 22 25 22 20 24 26 18 20 13 12 8 8 9 3 5 3 0 0 Sales Cloud Jigsaw Service Cloud RemedyForce Chatter Radian6 Force.com
  • 19. Here’s the Problem: Spreadsheet Nightmare
  • 20. Step 2: Competitive Intelligence Research
  • 21. Page Rank Google Page Rank Symantec IBM Xerox Laserfiche EMC Iron Mountain McKesson CommVault Cintas Recall Shredit BMI Imaging Shred Nations Retrievex 0 1 2 3 4 5 6 7 8 9
  • 22. Pages Indexed Pages Indexed IBM 11,000,000 Symantec 1,820,000 Xerox 1,040,000 EMC 285,000 CommVault 19,900 Laserfiche 14,300 Iron Mountain 11,700 Cintas 7,860 McKesson 7,040 Shred Nations 3,980 Recall 1,510 Shredit 1,440 BMI Imaging 291 Retrievex 175 1 10 100 1,000 10,000 100,000 1,000,000 10,000,000 100,000,000
  • 23. Inbound Links Inbound Links IBM 3,653,462 Symantec 1,768,475 Xerox 259,657 EMC 180,349 Laserfiche 64,496 McKesson 37,886Iron Mountain 25,617 CommVault 13,672 Cintas 12,323 Shredit 5,129 Recall 4,572Shred Nations 1,238 BMI Imaging 1,105 Retrievex 443 1 10 100 1,000 10,000 100,000 1,000,000 10,000,000
  • 24. Content Assets Published Total Content Assets Published by Competitor 6000 5482 5000 4000 3000 2488 2000 1422 1079 1000 883 813 137 0 Salesforce HubSpot Google App Yammer SugarCRM RightNow Amazon EC2 Engine
  • 25. Content Asset Types Content Assets Types2500 2223200015001000 888 500 429 416 229 211 179 114 107 106 101 54 52 47 47 38 38 30 27 26 25 22 20 12 11 8 6 5 4 3 2 2 0
  • 26. Social Media Social Media Publishing Volume 9000 8093 8000 7000 6000 5000 4000 2945 3000 2461 1751 2000 1166 1045 1000 0 Oracle SAP Salesforce Microsoft Netsuite Sugar CRM Dynamics CRM
  • 27. Social Fan Base Social Media Fan Base 300000 257898 250000 200000 150286 150000 123369 100000 50000 21582 14665 4530 0 Oracle SAP Salesforce Microsoft Netsuite Sugar CRM Dynamics CRM
  • 28. Here’s the Problem: To Much Data Social Media Fan Base 300000 257898 250000 200000 150286 150000 123369 100000 50000 21582 14665 4530 0 Oracle SAP Salesforce Microsoft Netsuite Sugar CRM Dynamics CRM
  • 29. Step 3: Content Asset Recommendations Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets Workbooks Video
  • 30. Quantity Required to Capture Market share Recommended Assets Articles 136 Blogs 890 Case Studies 160 Data Sheets 53 eBooks 0 FAQs 31 News Articles 75 Podcasts 99 Press Releases 237 Videos 160 Webcasts 47 White Papers 68 0 200 400 600 800 1,000
  • 31. Estimated Cost to Create and Optimize Content Assets Asset Quantity Budget Articles 136 $6,800 Blogs 890 $26,700 Case Studies 160 $160,000 Data Sheets 53 $5,300 eBooks 0 $0 FAQs 31 $775 News Articles 75 $3,000 Podcasts 99 $495 Press Releases 237 $47,400 Videos 160 $800 Webcasts 47 $235 White Papers 68 $272,000
  • 32. Expected ROI for Content Marketing Investment Recommended Content Marketing Budget $523,505 Estimated Traffic Increase 447,036 Total Value for #1 Listing Position $2,576,154
  • 33. Here’s the Problem: ROI can be Guesswork
  • 34. Content Planning toDrive Results
  • 35. The final keyword list defines the content strategy
  • 36. The goals is to create content and optimize for performanceContent + Optimization = Listing Positions + Traffic
  • 37. The Content Planning Challenge How can content creators align with performance goals? How can you create fresh content and avoid duplication? How can you track performance of content and drive strategy? How can you get writers, SEO specialists and marketers on the same page?
  • 38. WordVision is one answer….a new tool by ideaLaunch
  • 39. Step 1: Easy to Setup and Get Started
  • 40. Step 2: Create keyword groups the drive strategy
  • 41. Step 3: Quickly see what’s been published in the past
  • 42. Step 4: Create future ideas for content that support SEO
  • 43. Step 5: Approve the ideas and put the best into production
  • 44. Step 6: Track the performance of content you publish
  • 45. Competition Reports
  • 46. Market Share Reports
  • 47. Google Listing Position Tracking
  • 48. Position Trend Reports
  • 49. Traffic Reports
  • 50. Best of All: WordVision is Free for up to 200 Keywords
  • 51. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.com “The only marketingPhone: 617-227-8800 x 201 left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book PDF Version Visit ideaLaunch.com/101