Content Optimization for Conversion Byron White Chief Idea Officer ideaLaunch Conversion Conference Tuesday October 5th, 2010
10 Tips for content optimization and conversion How do I optimize content and improve conversions? What is the new content asset portfolio? How is content marketing different? What is content marketing?
The Content planning process involves deep analysis of your existing content, competition and organic market share in the search engines. Market Share Reports SEO Page Grader Keyword Performance Reports
Content planning services offer evaluation of published content, competition and performance in the search engines, with delivery of essential reports and plans.
The plans drive develop strategy for content asset selection, creation, optimization and testing: How much content? How often to publish? How can content be used to motivate conversion?
Content is created to specification by expert writers with a passion in your industry that work in tandem with in-house Editors and SEO Specialists.
Content needs to be optimized with technology like WordVision, a revolutionary toolset that scores SEO strength by Keyword Silos and tracks the impact of content you publish. Content SEO Scoring
Content needs to be distributed to Google News, PR Web, WordPress, Joomla, Drupal, DistributeYourArticles and more to get the words out and links in. Distribute Articles to LifeTips with Links to Your Site
Experiment 1 Original Page Experiment 2 The content assets that you create can now become for lead generation and conversion experiments with information at the center of your brand.
Content performance measurement and ROI delivery from content marketing are measured in a variety of ways.
Track improved monthly listing positions impacted by published content.
Also track improved monthly listing positions by keyword silos.
Track overall increased traffic impacted from monthly article marketing.
Also track increased traffic by keyword silos.
Track increases in time-on-site and conversion rate increase influenced by those quality content pages.
Track repeat visitation and conversion increases from repeat visitors.
Track increased leads from content asset downloads.
Track increased sales from leads that interacted with content assets and offers.
Track overall decreased user acquisition cost for content marketing investment.
And of course, track improved conversion rates from landing page optimization tests and experiments with and without content asset influence. Case Study: 31% conversion rate improvement
10 Tips for Content Optimization and Conversion enhancement
1.) Use free research tools to develop your content marketing plans.
Free Research Tools
2.) Make your brand informational rich, WITHOUT the sales pitch .
3.) Find your company’s distinction, value proposition and mantra for success.
Winning is Everything Greenbay Packers
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
4.) Research your customers wants and needs as the starting point for testing.
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.
5.) Examine your sales funnel and pipeline to determine the best testing plan.
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
6.) Develop testing methodology that triggers conversion without the obstacles.
Info Content: Are you earning trust with content that connects and engages?
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 and are they compelling?
Friction: Have you identified potential resistance and reduced pain points?
Anxiety: Have you pinpointed the concerns and resolved the issues?
7.) Develop “extreme” customer profiles for initial A/B testing and experiments.
In a Hurry
Buy Right Now
Buy After Review
8.) Use industry specific “connection words” that make you feel the message.
Employment Sell Words
Entry Level Position
Excellent Growth Opportunity
Leading Company Seeks
Growing Company Seeks
Strong Interpersonal Skill
Annual Performance Bonus
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
Start Saving Now
Piece of Mind
9.) Try both positive AND negative “emotional words” for testing.
Negative Sell Words
Positive Sell Words
10.) Try different “sales words” in your call-to-action to see what works best.
Limited Time Offer
First Time Trial
Risk Free Trial
Buy After Review
Join Beta Group
Free Trial with Feedback
Pays for Itself
As Seen on TV
Tested and Proven
Drop off your card with me after the presentation, and get my 101 Content Marketing Tips book and/or PDF version if I run out. In a Hurry? Send a Tweet to @ByronWhite with comments on the presentation and I’ll send you a link to download a PDF version of the book and a link to download this deck.
“ The only marketing left is content marketing.” Byron White Chief Idea Officer ideaLaunch Twitter: @ByronWhite Email: Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 “ Learn the content wants and needs of your customers, THEN develop the tests and experiments to improve conversion rates.” Seth Godin Meatball Sunday