Creating Great Content is a Team Sport!
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Creating Great Content is a Team Sport!

on

  • 380 views

Byron White's presentation for Search Engine Strategies, March 15th, 2011.

Byron White's presentation for Search Engine Strategies, March 15th, 2011.

Statistics

Views

Total Views
380
Views on SlideShare
380
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Creating Great Content is a Team Sport! Presentation Transcript

  • 1. Creating Great Content is a Team Sport!
    Byron White
    Chief Idea Officer
    ideaLaunch
    Search Engine Strategy
    Tuesday March15, 2011
    San Francisco
  • 2. Chaos vs Clarity
  • 3. The Content
    Marketing Revolution
    Improve Conversions Intelligently—
    The Content Marketing Holistic Way
  • 4. TheContent Marketing Revolution
  • 5. It’s the art of listening to your customers’ wants and needs
    Search Box
    Social Media
    Web Analytics
    Keyword Popularity
    Customer Service
    Questionnaires
  • 6. And the science of delivering it to them in a compelling way
    Articles
    Blogs
    Books
    eBooks
    RSS Feeds
    Printed Books
    Newsletters
    Video
    Web
    Widgets
  • 7. It’s catching readers orbiting at high speeds
    Applet
    Desktop
    Events
    Information Portals
    Mobile
    Podcasts
    RSS Feeds
    Social Networks
    News
  • 8. With information they want and need
    Engagement
    Webinars
    Workbooks
    Podcasts
    How Tos
    Don’t Do’s
    Tips and Advice
  • 9. 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
  • 10. And finding the most efficient path to engagement and sales
    The Trust Pipeline
    Offer Content
    Score Engagement
    Identify Consideration
    Confirm Intent
    Induce Trial
    Motivate Purchase
    Gather Feedback
  • 11. Improve Conversions Intelligently–The ContentMarketing Way!
  • 12. Content marketing is a six step process and you need all six!
  • 13. Step 1 Content Curation
    The Content Landscape Landscape
    Content Quality?
    Distribution Channels?
    Publishing Frequency?
    Content Quality?
    Content Sociality?
    Target Audience?
    Content Presentation?
    Thought Leadership?
  • 14. Content Curation
  • 15. Content TopicCuration
  • 16. Competitive Content Curation
  • 17. Competitive Content Curation
  • 18. Competitive Content CurationSocial
  • 19. Competitive Content CurationWidgets and Apps
  • 20. Competitive Content Curation Summary
  • 21. Step 2 Content Plan
    What’s the Plan?
    Competitive Research
    Customer Research
    Market Share Research
    Style Guide
    Content Asset Allocation
  • 22. Customer Research
    • Search Box. Track what prospects are looking for and what they find.
    • 23. FAQ’s. Review what customer ask for and the language used.
    • 24. Customer Service Reps. Learn the FAQ’s and knowledge requests.
    • 25. Customers. Speak with customers and learn the wants and needs.
    • 26. Analytics. Discover the source of traffic and navigational pathways.
    • 27. Surveys. Ask for feedback on your content, navigation and methodology.
  • Customer Research
  • 28. Customer Research
  • 29. Customer Research
  • 30. Customer Research
  • 31. Customer Research
  • 32. Customer Personas
  • 33. Customer Personas
  • 34. Style Guide
  • 35. Determine the right mix of content assets.
    Articles
    Books
    Courseware
    eBooks
    Podcasts
    Printed Books
    Tip Centers
    Webinars
    Whitepapers
    Widgets
    WorkBooks
    Video
  • 36. Content Asset
  • 37. Information Architecture Plan
  • 38. Step 3 Content Creation
    How good?
    + Customer Wants and Needs
    + Access to Industry Expert Writers
    + Conversion Influence
    + Cost for Conversion Ratio
    How much?
    + Content Curation
    + Topic Research
    + Competitive Intelligence
    + Link Popularity
    + Market Share Value
    How often?
    + Competitive Publishing Frequency
    +Timelyness and Contextual Relevancy
    + Conversational and Contagious
  • 39. Indentify your company’s mantra as the starting point
    Winning is Everything Greenbay Packers
    Think IBM
    Fun Family Entertainment Disney
    Save Babies March of Dimes
    Healthy Fast Food Wendy’s
    Kick Butt in Air and Space Air Force
    The Art of the Start, Guy Kawasaki
  • 40. Get in tune with customer 2.0 wants and needs
    2.0 Customers Needs
    • Info in a Hurry
    • 41. Access to Specific Things
    • 42. Personalization
    • 43. Authority Advice
    • 44. Relevant Content
    Customers Needs
    • Credibility, Belief and Logic
    • 45. Exposure to New Information
    • 46. To Laugh
    • 47. Mystery and Bravery
    • 48. Surprise and Delight
    Content Critical by Gerry McGovern and Rob Norton
  • 49. Hire great writers with great characteristics
    Curiosity
    Passionate Voice
    Well Traversed
    Make Meaning
    Keep it Simple
    Less is More
    Short and Sweet
    Fresh Insight
    Results Driven
    Inquisitive
    Storytellers
    Journalists
    Researchers
    Socratic
    Optimizers
    Knowledge Seekers
    Wordsmiths
    Deep Diggers
    Big Picture Thinkers
  • 50. Learn how and why to tell stories
    Great Stories --> Solve problems
    --> Teach us to be smart
    --> Offer surprise and delight
    --> Focus on “what happens next”
    --> Introduce great characters
    --> Are contagious
    --> Engage readers
    Sisomo by Kevin Roberts
  • 51. Learn why some stories get passed on and on
  • 52. Create informational content that sells WITHOUT selling
    Info Content
    Speaking Events
    White Papers
    Webinars
    Podcasts
    Books
    Online Courses
    WorkBooks
    Press Releases
  • 53. Step 4 Content Optimization
    The SEO Plan
    Competitive Intelligence
    Keyword Research
    Keyword Silos
    Market Share Timestamp
    Content Asset Allocation
  • 54. Competitive Research: Lots of Free Tools
    Free Research Tools
    WordVision.com
    SpyFu.com
    Compete.com
    QuantCast.com
    SEOMajestic.com
    Raven-SEO-Tools.com
    Tools.SEOBook.com
    SEOToolSet.com
    LinkVendor.com
    MarketLeap.com
  • 55. Competitive Research
  • 56. Competitive Research
  • 57. Competitive Research
  • 58. Competitive Research
  • 59. Keywords Research and Filtering
  • 60. Keywords Silos
  • 61. Keyword Silo Strategy
  • 62. Make easy for writers to optimize content for SEO
  • 63. Make it easy for writers to score content for SEO
  • 64. Time stamp the date you publish content
  • 65. Time stamp the market share of your keyword silos
  • 66. Time stamp your SEO performance in the search engines
  • 67. Step 5 Content Distribution
    Distribution Channels
    On-Page Testing A/B orMultivatiate
    Blog
    Facebook
    Linked In
    Press Releases
    PodCasts
    Twitter
    Webinars
  • 68. On-Page Testing Formula
    Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
    Info Content: Are you earning trust with information customers want and need?
    Usability: Is your content and imagery optimized for conversion?
    Motivation: Do you have clear reasons to buy and not try the competition?
    Incentive: Are you offering any incentives or trial or reward?
    Friction: Have you identified potential resistance and reduced the pain points?
    Anxiety: Have you pinpointed the concerns and resolved the issues?
  • 69. On-Page Testing: The Paradox of Choice
    • Too many choices with the new age of micro expansion
    • 70. New rules for complex decision-making
    • 71. New meaning needs to be developed to find the best path
    • 72. New methodology needs to be formulated for big decisions
    • 73. New reward needs to surface with the right decision
    The Paradox of Choice by Barry Schwartz
  • 74. On-Page Testing: “Feel” words to improve conversion rates
    Employment Sell Words
    Entry Level Position
    Excellent Growth Opportunity
    Immediate Openings
    Leading Company Seeks
    Growing Company Seeks
    Team Player
    Strong Interpersonal Skill
    Financially Motivated
    Annual Performance Bonus
    Team Environment
    Financial Sell Words
    You’re Already Pre-Approved
    Cash Back Offer
    Be Debt-Free in Weeks
    Instant Financial Freedom
    No Annual Fee
    Pocket Extra Money
    Low Introductory Rate
    Fast Cash
    Start Saving Now
    Piece of Mind
  • 75. Test “sell” words to improve conversion rates
    Offers
    Special Offer
    Exclusive Offer
    Limited Time Offer
    Click Here
    Right Now
    Instant Access
    Instant Download
    Free Shipping
    No-Fuss Signup
    Easy Signup
    Trials
    Free Trial
    First Time Trial
    No-Risk Trial
    Risk Free Trial
    Buy After Review
    Test Drive
    Free Membership
    Free Subscription
    Join Beta Group
    Free Trial with Feedback
    Motivators
    Free Gift
    Pays for Itself
    Limited Availability
    As Seen on TV
    Solve X
    Stop Y
    All Inclusive
    Best Rated
    Tested and Proven
    Money-Back Guarantee
  • 76. Test both positive and negative sell words
    Positive Sell Words
    Persevering
    Efficient
    Hard-Driving
    Proactive
    Adaptable
    Responsive
    First-rate
    Top-notch
    Highly Competent
    Powerful
    Negative Sell Words
    Baffling
    Blurred
    Unclear
    Bewildering
    Mind-Boggling
    Complicated
    Convoluted
    Perplexing
    Puzzling
    Mixed Up
  • 77. Optimize content for the wide funnel
    • Preliminary: Headlines, visuals, architecture and familial content.
    • 78. Investigating: Knowledge-seeking and trust-building opportunity
    • 79. Capability: Show how you solve problems and delivers on needs
    • 80. Action: Motivate sign up, download or buy
  • Step 6 Content Performance
  • 81. Listing Positions
  • 82. Organic Traffic
  • 83. Content Downloads
  • 84. Sales Influenced by Content Assets
  • 85. Time On Site
  • 86. Return Visitors
  • 87. User Acquisition Cost
  • 88. Conversion Rates
  • 89. Conversion Rates
  • 90. Byron White, ideaLaunch
    Chief Idea Officer
    Twitter: @ByronWhite
    Byron[at]ideaLaunch.com
    Phone: 617-227-8800 x 201
    “The only marketing left is content marketing.” Seth Godin Meatball Sunday
    Free Book Download: ideaLaunch.com