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Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
Creating Great Content is a Team Sport!
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Creating Great Content is a Team Sport!

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

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

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

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