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Content Optimization for Conversation
 

Content Optimization for Conversation

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Byron White's speaking presentation for Conversion Conference in Washington D.C., October 5th, 2010.

Byron White's speaking presentation for Conversion Conference in Washington D.C., October 5th, 2010.

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  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve: Put these two questions in bubbles, and the Krauss Logo of the people stacked in a pyramid.
  • Steve, make this big, the size of the black thing.
  • Steve, could show an image of a HubSpot Webinar?
  • STeve,
  • Steve, these get broken in two.
  • Steve, can you drop in headers
  • Steve, we need a shot here that is shows someone really pissed off being hounded by a sales reps and/or pop up ads and’or Spam or a collage of all those and others you can think of.
  • Krauss Logo with Guy in Chair but change the LT to CM in his megaphone if possible, with this headline under him.
  • This is OK.
  • Steve, this needs my real book cover. Can can you make these 3 and one more like Office Depot fit in that black area?
  • This is OK.
  • OK
  • OK
  • Steve, drop in our Webinar proper cover here please.
  • OK
  • OK
  • Steve, can you drop in the ideaLaunch Fortune 100 Case Study Here instead? Thanks.
  • Steve, seems like we should shrink this down a bit to make it consisten with the others square grabs.
  • Steve, Aaron wrote a white paper on URL Re-Writing that we promote on the ideaLaunch site as well, with the WRONG DESIGN. Can you re-design this with the ideaLaunch brand? Title: Re-Writing URL’s for the Search Engines
  • Steve: Put these two questions in bubbles, and the Krauss Logo of the people stacked in a pyramid.
  • Steve, I’m looking for a bunch of bubbles here like you did for Intercall that use these words)
  • Tracking listing positions for keywords you target with content creation and optimization is probably the easiest and most frequently used method for tracking performance. This screen grab from WordVision reviews “overall traffic improvement” with correlation to content publishing frequency per month. So you can see we published about 60 content assets in March, and say big lift in listing positions in April and May.
  • You can also get much more granular with looking at listing position improvement with coorliation to content published. This chart offers analysis of a particlur keyword silo for Wedding Planning, showing the total number of listing positions gained for that silo.
  • We now bring in Google Analytics data to wordvision, even going back retroactively, and we can see lift in traffic with correlation to content published.
  • Likewise, we can get granular with traffic improvement on the keyword silos.
  • WAYNE, CAN WE GRAB DATA FROM OUR WEDDING DAY MAYBE HERE TOO?
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • Steve, show a picture of me in the hat. Show a press release of my speaking engagement at Search Engine Strategies in Chicago.
  • Wayne-- replace with the chart with content assets on the bottom.

Content Optimization for Conversation Content Optimization for Conversation Presentation Transcript

  • 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?
  • What is Content Marketing?
  • It’s the art of listening to your customers’ wants and needs.
      • Listening Tools
      • Search Box
      • Social Media
      • Web Analytics
      • Keyword Popularity
      • Customer Service
      • Questionnaires
  • And the science of delivering it to them in a compelling way.
      • Contextual Reach
      • Books
      • Blogs
      • eBooks
      • RSS Feeds
      • Printed Books
      • Websites
      • Widgets
      • Workbooks
  • It’s catching readers orbiting at high speeds, at the right time and place.
      • Tweets
      • Applets
      • Desktop
      • Mobile
      • RSS Feeds
      • Podcasts
      • Posts
      • Linked In
  • And scoring content engagement and desire for more.
      • Content Scoring
      • Downloads
      • Time on Page
      • Action on Page
      • Repeat Visitation
      • Send to Friend
      • Social Bookmark
  • It’s constantly 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 earn trust with customers.
      • The Trust Pipeline
      • Offer Content
      • Score Engagement
      • Identify Consideration
      • Confirm Intent
      • Induce Trial
      • Motivate Purchase
      • Gather Feedback
  • How is content marketing different?
  • Traditional marketing pushes sales messages, offers and deals out.
      • Traditional Media
      • Direct Mail
      • Print Advertising
      • Trade Shows
      • Banner Ads
      • Radio Spots
  • Content marketing pushes content out that people want and need.
  • Traditional marketing talks TO customers with features and benefits.
      • We’re #1
      • Best Price
      • Best Products
      • Best Features
      • Best Value
      • Best Technology
      • Best Service
  • Content marketing talks WITH customers offering information on what they need.
  • Traditional marketing puts the company in the center of the marketing formula.
  • Content marketing puts the customer in the center of the marketing formula.
  • Traditional marketing interrupts customers with info they may not want.
      • No-Permission Marketing
      • Cold Calls
      • Telemarketing
      • Pop-Up Banners
      • Run-Of-Site Ads
      • Spam Email
  • Content marketing offers information that makes life smarter, better and wiser.
      • Info Earns Trust
      • Pub Articles
      • Shortcuts
      • Answers
      • Well-Told Stories
      • Distinction
      • Fast Solutions
      • Simplicity
  • What’s the new content asset portfolio? And why do I need it?
  • Articles translate your expertise and establish the credibility you need.
      • Put Articles to Work
      • Drive Long Tail Traffic
      • Knowledge Centers
      • FAQ Sections
      • Article Submissions
      • Build Internal Links for SEO
      • Create for Industry Journals
  • On-demand printed books are revolutionary and make you THE authority.
      • New Age Publishing
      • On-Demand Printing
      • ISBN Authority
      • Authority Validation
      • Speaking Gateway
      • SEO Secrets
  • Video content may become the mainstream for marketing.
      • Site, Sound and Motion Tips
      • Find Thought Topics
      • Hollywood Production NOT
      • Mystery Must Unfold
      • Great Storyteller Required
      • Set Entertainment Expectation
      • Learn to Unfold the Story
      • What Happens Next?
      • Freelance Video Artists
  • Informational eBooks catch readers on the fly and motivate the sale.
      • EBook Application
      • Lead Generation
      • Sales Motivation
      • Search Listings
      • SEO Value(Links)
      • Easily Passed Around
      • Brand Building
  • Microsites offer specific topic focus and solutions, without the distractions.
      • Microsites to the Rescue
      • Focused Audience
      • Fantastic Testing Platform
      • Learn What Works Quickly
      • Talk the Talk for Success
      • Build Community Fast
      • Inspire Conversations
  • Short, sharp, content rich webinars turn browsers into believers and buyers.
      • Webinar Tips for Success
      • Select Hot Theme
      • Need-to-Know Knowledge
      • Introduce New Ideas
      • Challenge Old Methods
      • 3 Weeks. 1 Week. 1 Day.
      • Business Changing Ideas
      • Efficiency Enlightenment
      • What Will Happen if Attending?
  • The projections for podcast downloads make this media exciting.
      • Internet Users Audience
      • 9% 2008
      • 11% 2009
      • 13% 20010
      • 14.5% 2011
      • 15% 2012
      • 17% 2013
  • Reach communities of knowledge seekers with slidedeck presentations.
      • Slidedeck Portals
      • SlideRocket.com
      • SlideShare.net
      • SlideServe.com
      • PPTExchange.com
      • SlideLive.com
      • AuthorStream.com
  • Case studies build your case to show exactly how your services help.
      • The Case for Case Studies
      • Someone Like Me
      • Predict My Future
      • Find Similarities to Me
      • Compare Them to Me
      • Earn My Trust
      • Please Do This for Me
  • Appeal to readers and search engines with a Tip and Advice Center.
      • Tips for Tip Centers
      • Remove Ads
      • Remove Product Links
      • Remove Service Pitches
      • Optimize Long Tail
      • Build in Mouse Trap
      • Measure Conversions
      • Build Internal Links
      • Think SEO + Readers
  • The content marketing revolution began with white papers. Go retro!
      • Spice Up This Legend
      • Add Fresh Twist
      • Establish Expertise
      • Make Understandable
      • Infuse Personality
      • Showcase Insight
      • Solve Problems
  • How does content marketing drive conversion and sales?
  • The 5 Steps to Content Marketing Success
  • 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
      • WordVision.com
      • SpyFu.com
      • Compete.com
      • QuantCast.com
      • SEOMajestic.com
      • Raven-SEO-Tools.com
      • Tools.SEOBook.com
      • SEOToolSet.com
      • LinkVendor.com
      • MarketLeap.com
  • 2.) Make your brand informational rich, WITHOUT the sales pitch .
      • Info Content
      • Speaking Events
      • White Papers
      • Webinars
      • Podcasts
      • Books
      • Online Courses
      • WorkBooks
      • Press Releases
  • 3.) Find your company’s distinction, value proposition and mantra for success.
      • 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
  • 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?
      • Conversion = (Info Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
  • 7.) Develop “extreme” customer profiles for initial A/B testing and experiments.
      • ADD/ADHD Andy
      • In a Hurry
      • Reads Headlines
      • Snacksize Content
      • Bullet Points
      • Buy Right Now
      • Image Importance
      • Inspiration Purchase
      • Sophisticated Sally
      • Into Information
      • Reads Content
      • Deep Content
      • Find Print
      • Buy After Review
      • Value Importance
      • Informative Purchase
  • 8.) Use industry specific “connection words” that make you feel the message.
      • 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
  • 9.) Try both positive AND negative “emotional words” for testing.
      • Negative Sell Words
      • Baffling
      • Blurred
      • Unclear
      • Bewildering
      • Mind-Boggling
      • Complicated
      • Convoluted
      • Perplexing
      • Puzzling
      • Mixed Up
      • Positive Sell Words
      • Persevering
      • Efficient
      • Hard-Driving
      • Proactive
      • Adaptable
      • Responsive
      • First-rate
      • Top-notch
      • Highly Competent
      • Powerful
  • 10.) Try different “sales words” in your call-to-action to see what works best.
      • 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
  • 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