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Creating Great Content is a Team Sport!
 

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.

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

    • Creating Great Content is a Team Sport!
      Byron White
      Chief Idea Officer
      ideaLaunch
      Search Engine Strategy
      Tuesday March15, 2011
      San Francisco
    • Chaos vs Clarity
    • The Content
      Marketing Revolution
      Improve Conversions Intelligently—
      The Content Marketing Holistic Way
    • TheContent Marketing Revolution
    • It’s the art of listening to your customers’ wants and needs
      Search Box
      Social Media
      Web Analytics
      Keyword Popularity
      Customer Service
      Questionnaires
    • And the science of delivering it to them in a compelling way
      Articles
      Blogs
      Books
      eBooks
      RSS Feeds
      Printed Books
      Newsletters
      Video
      Web
      Widgets
    • It’s catching readers orbiting at high speeds
      Applet
      Desktop
      Events
      Information Portals
      Mobile
      Podcasts
      RSS Feeds
      Social Networks
      News
    • With information they want and need
      Engagement
      Webinars
      Workbooks
      Podcasts
      How Tos
      Don’t Do’s
      Tips and Advice
    • 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
    • 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
    • Improve Conversions Intelligently–The ContentMarketing Way!
    • 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?
    • Content Curation
    • Content TopicCuration
    • Competitive Content Curation
    • Competitive Content Curation
    • Competitive Content CurationSocial
    • Competitive Content CurationWidgets 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
    • Customer Research
      • 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.
    • Customer Research
    • Customer Research
    • Customer Research
    • Customer Research
    • Customer Research
    • Customer Personas
    • Customer Personas
    • Style Guide
    • Determine the right mix of content assets.
      Articles
      Books
      Courseware
      eBooks
      Podcasts
      Printed Books
      Tip Centers
      Webinars
      Whitepapers
      Widgets
      WorkBooks
      Video
    • Content Asset
    • 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
      • Personalization
      • Authority Advice
      • Relevant Content
      Customers Needs
      • Credibility, Belief and Logic
      • Exposure to New Information
      • To Laugh
      • 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
    • Competitive Research
    • Competitive Research
    • Competitive Research
    • Competitive Research
    • Keywords Research and Filtering
    • Keywords Silos
    • 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
    • Listing Positions
    • Organic Traffic
    • Content Downloads
    • Sales Influenced by Content Assets
    • Time On Site
    • Return Visitors
    • User Acquisition Cost
    • Conversion Rates
    • Conversion Rates
    • 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