On October 23rd, 2014, we updated our
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Content marketing is a six step process and you need all six!
Step 1 Content Curation The Content Landscape Landscape Content Quality? Distribution Channels? Publishing Frequency? Content Quality? Content Sociality? Target Audience? Content Presentation? Thought Leadership?
Competitive Content Curation
Competitive Content Curation
Competitive Content CurationSocial
Competitive Content CurationWidgets and Apps
Competitive Content Curation Summary
Step 2 Content Plan What’s the Plan? Competitive Research Customer Research Market Share Research Style Guide Content Asset Allocation
Search Box. Track what prospects are looking for and what they find.
FAQ’s. Review what customer ask for and the language used.
Customer Service Reps. Learn the FAQ’s and knowledge requests.
Customers. Speak with customers and learn the wants and needs.
Analytics. Discover the source of traffic and navigational pathways.
Surveys. Ask for feedback on your content, navigation and methodology.
Determine the right mix of content assets. Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets WorkBooks Video
Information Architecture Plan
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
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
Get in tune with customer 2.0 wants and needs 2.0 Customers Needs
Info in a Hurry
Access to Specific Things
Credibility, Belief and Logic
Exposure to New Information
Mystery and Bravery
Surprise and Delight
Content Critical by Gerry McGovern and Rob Norton
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
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
Learn why some stories get passed on and on
Create informational content that sells WITHOUT selling Info Content Speaking Events White Papers Webinars Podcasts Books Online Courses WorkBooks Press Releases
Step 4 Content Optimization The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation
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
Keywords Research and Filtering
Keyword Silo Strategy
Make easy for writers to optimize content for SEO
Make it easy for writers to score content for SEO
Time stamp the date you publish content
Time stamp the market share of your keyword silos
Time stamp your SEO performance in the search engines
Step 5 Content Distribution Distribution Channels On-Page Testing A/B orMultivatiate Blog Facebook Linked In Press Releases PodCasts Twitter Webinars
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?
On-Page Testing: The Paradox of Choice
Too many choices with the new age of micro expansion
New rules for complex decision-making
New meaning needs to be developed to find the best path
New methodology needs to be formulated for big decisions
New reward needs to surface with the right decision
The Paradox of Choice by Barry Schwartz
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
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
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
Optimize content for the wide funnel
Preliminary: Headlines, visuals, architecture and familial content.
Investigating: Knowledge-seeking and trust-building opportunity
Capability: Show how you solve problems and delivers on needs
Action: Motivate sign up, download or buy
Step 6 Content Performance
Sales Influenced by Content Assets
Time On Site
User Acquisition Cost
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