Creating Great Content is a Team Sport!<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />Search Engine Strate...
Chaos vs Clarity<br />
The Content<br />Marketing Revolution<br />Improve Conversions Intelligently—<br />The Content Marketing Holistic Way<br />
TheContent Marketing Revolution<br />
It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br />...
And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS...
It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br...
With information they want and need<br />Engagement<br />Webinars<br />Workbooks<br />Podcasts<br />How Tos<br />Don’t Do’...
It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br />...
And finding the most efficient path to engagement and sales<br />The Trust Pipeline<br />Offer Content<br />Score Engageme...
Improve Conversions Intelligently–The ContentMarketing Way!<br />
Content marketing is a six step process and you need all six!<br />
Step 1 Content Curation<br />The Content Landscape Landscape<br />Content Quality?<br />Distribution Channels?<br />Publis...
Content Curation<br />
Content TopicCuration<br />
Competitive Content Curation<br />
Competitive Content Curation<br />
Competitive Content CurationSocial<br />
Competitive Content CurationWidgets and Apps<br />
Competitive Content Curation Summary<br />
Step 2 Content Plan<br />What’s the Plan?<br />Competitive Research<br />Customer Research<br />Market Share Research<br /...
Customer Research<br /><ul><li>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.</li></li></ul><li>Customer Research<br />
Customer Research<br />
Customer Research<br />
Customer Research<br />
Customer Research<br />
Customer Personas<br />
Customer Personas<br />
Style Guide<br />
Determine the right mix of content assets.<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> P...
Content Asset<br />
Information Architecture Plan<br />
Step 3 Content Creation<br />How good? <br />+ Customer Wants and Needs<br />+ Access to Industry Expert Writers<br />+ Co...
Indentify your company’s mantra as the starting point  <br />Winning is Everything		Greenbay Packers<br />Think					IBM<br...
Get in tune with customer 2.0 wants and needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
 Access to Specific Things
 Personalization
 Authority Advice
 Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
 Exposure to New Information
 To Laugh
 Mystery and Bravery
 Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
Hire great writers with great characteristics<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meani...
Learn how and why to tell stories <br />Great Stories			--> Solve problems<br />--> Teach us to be smart<br />--> Offer su...
Learn why some stories get passed on and on<br />
Create informational content that sells WITHOUT selling<br />Info Content<br /> Speaking Events<br /> White Papers<br /> W...
Step 4 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />...
Competitive Research:  Lots of Free Tools<br />Free Research Tools<br />WordVision.com<br />SpyFu.com<br />Compete.com<br ...
Competitive Research<br />
Competitive Research<br />
Competitive Research<br />
Competitive Research<br />
Keywords Research and Filtering<br />
Keywords Silos<br />
Keyword Silo Strategy<br />
Make easy for writers to optimize content for SEO<br />
Make it easy for writers to score content for SEO<br />
Time stamp the date you publish content<br />
Time stamp the market share of your keyword silos<br />
Time stamp your SEO performance in the search engines<br />
Step 5 Content Distribution<br />Distribution Channels<br />On-Page Testing A/B orMultivatiate<br />Blog<br />Facebook<br ...
On-Page Testing Formula<br />Conversion = (Content  + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Info...
On-Page Testing: The Paradox of Choice<br /><ul><li> 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
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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.

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Creating Great Content is a Team Sport!

  1. 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. 2. Chaos vs Clarity<br />
  3. 3. The Content<br />Marketing Revolution<br />Improve Conversions Intelligently—<br />The Content Marketing Holistic Way<br />
  4. 4. TheContent Marketing Revolution<br />
  5. 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. 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. 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. 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. 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. 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. 11. Improve Conversions Intelligently–The ContentMarketing Way!<br />
  12. 12. Content marketing is a six step process and you need all six!<br />
  13. 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. 14. Content Curation<br />
  15. 15. Content TopicCuration<br />
  16. 16. Competitive Content Curation<br />
  17. 17. Competitive Content Curation<br />
  18. 18. Competitive Content CurationSocial<br />
  19. 19. Competitive Content CurationWidgets and Apps<br />
  20. 20. Competitive Content Curation Summary<br />
  21. 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. 22. Customer Research<br /><ul><li>Search Box. Track what prospects are looking for and what they find.
  23. 23. FAQ’s. Review what customer ask for and the language used.
  24. 24. Customer Service Reps. Learn the FAQ’s and knowledge requests.
  25. 25. Customers. Speak with customers and learn the wants and needs.
  26. 26. Analytics. Discover the source of traffic and navigational pathways.
  27. 27. Surveys. Ask for feedback on your content, navigation and methodology.</li></li></ul><li>Customer Research<br />
  28. 28. Customer Research<br />
  29. 29. Customer Research<br />
  30. 30. Customer Research<br />
  31. 31. Customer Research<br />
  32. 32. Customer Personas<br />
  33. 33. Customer Personas<br />
  34. 34. Style Guide<br />
  35. 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. 36. Content Asset<br />
  37. 37. Information Architecture Plan<br />
  38. 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. 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. 40. Get in tune with customer 2.0 wants and needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
  41. 41. Access to Specific Things
  42. 42. Personalization
  43. 43. Authority Advice
  44. 44. Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
  45. 45. Exposure to New Information
  46. 46. To Laugh
  47. 47. Mystery and Bravery
  48. 48. Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
  49. 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. 50. Learn how and why to tell stories <br />Great Stories --> Solve problems<br />--> Teach us to be smart<br />--> Offer surprise and delight<br />--> Focus on “what happens next”<br />--> Introduce great characters<br /> --> Are contagious<br /> --> Engage readers<br />Sisomo by Kevin Roberts<br />
  51. 51. Learn why some stories get passed on and on<br />
  52. 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. 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. 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. 55. Competitive Research<br />
  56. 56. Competitive Research<br />
  57. 57. Competitive Research<br />
  58. 58. Competitive Research<br />
  59. 59. Keywords Research and Filtering<br />
  60. 60. Keywords Silos<br />
  61. 61. Keyword Silo Strategy<br />
  62. 62. Make easy for writers to optimize content for SEO<br />
  63. 63. Make it easy for writers to score content for SEO<br />
  64. 64. Time stamp the date you publish content<br />
  65. 65. Time stamp the market share of your keyword silos<br />
  66. 66. Time stamp your SEO performance in the search engines<br />
  67. 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. 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. 69. On-Page Testing: The Paradox of Choice<br /><ul><li> Too many choices with the new age of micro expansion
  70. 70. New rules for complex decision-making
  71. 71. New meaning needs to be developed to find the best path
  72. 72. New methodology needs to be formulated for big decisions
  73. 73. New reward needs to surface with the right decision</li></ul>The Paradox of Choice by Barry Schwartz<br />
  74. 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. 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. 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. 77. Optimize content for the wide funnel<br /><ul><li>Preliminary: Headlines, visuals, architecture and familial content.
  78. 78. Investigating: Knowledge-seeking and trust-building opportunity
  79. 79. Capability: Show how you solve problems and delivers on needs
  80. 80. Action: Motivate sign up, download or buy</li></li></ul><li>Step 6 Content Performance<br />
  81. 81. Listing Positions<br />
  82. 82. Organic Traffic<br />
  83. 83. Content Downloads<br />
  84. 84. Sales Influenced by Content Assets<br />
  85. 85. Time On Site<br />
  86. 86. Return Visitors<br />
  87. 87. User Acquisition Cost<br />
  88. 88. Conversion Rates<br />
  89. 89. Conversion Rates<br />
  90. 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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