Content that Connects
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Content that Connects

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Byron White's presentation for EcomXpo, October 9th, 2007.

Byron White's presentation for EcomXpo, October 9th, 2007.

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Content that Connects Presentation Transcript

  • 1. Content That Connects Byron White President & CEO LifeTips.com
  • 2. Connection
    • Connection demanded
    • Get under my skin
    • Inhabit my life
    • Touch my heart
  • 3. Connection (cont.)
    • Search box log files
    • Review customer FAQ’s
    • Discuss needs with service reps
    • Discuss needs with customers
    • Last Resort: Keyword suggestion tools
  • 4. Bite Size and Super Size Content
    • Understand the paradox of choice
    • Many choices, products and services
    • Learn my decision making logic
    • Feed me what I want, at the right time
    • If the size is not right, I’ll move on
  • 5. Bite Size and Super Size Content
    • Create deep info for deep readers
    • Create light info for impulsive buyers
    • Monitor traffic patterns with analytics
    • Create deep or light as needed
  • 6. Personalization
    • Showcase something that matters
    • Make it personal to individual needs and desires
    • Make it exclusive, limited and/or one-of-a-kind
    • Identify the fanatics and make them happy
  • 7. Personalization (cont.)
  • 8. Personalization (cont.)
  • 9. Stories
    • Our culture thrives on stories
    • Great stories are contagious
    • Tune in to “what happens next”
    • Learn how to be smart
    • Connect with surprise and delight
  • 10. Stories (cont.)
    • Story Marketing: The Lost Ball
    • Superbowl Ads: 60 second stories
    • You Tube: Home brew video goes big
    • Current TV: MTV meets PBS
    • Sisomo by Kevin Roberts
  • 11. Freshness
    • Reasons to keep coming back
    • Exposure to new worlds and ideas
    • Fresh ideas turn browsers to buyers
    • Humor and entertainment connects
    • Surprise and delight
  • 12. Value
    • Find specific things
    • Find them in a hurry
    • Unbiased comparison
    • Straightforward advice
  • 13. Value (cont.)
    • Create several paths to products/services
    • Create shortcuts that get to what readers want
    • Bring in 3rd party comparison content
    • Offer “authority” insight and wisdom
  • 14. Value (cont.)
    • Develop a Content Haiku
    • Every word on your web page matters
    • Find the right words to put in the right place
    • Test various designs and visual presentations
    • Measure the results and the conversions variation
  • 15. Simplicity
    • Clarify why I should buy
    • Tell me what is in it for me
    • Show me what I get if I pay more
    • Encourage me to take action 
  • 16. Credibility
    • Brand: Enhance without compromising
    • Awards: Target the best shows
    • Publicity: Find the angle for a story
    • Certifications: Recognition of experience
    • On Demand Books: Earn authority status
  • 17. Creativity
    • Celebrate your products
    • Provide rich visuals
    • Close retail and online gap
    • Look outside yourself or company
    • Create something that matters 
  • 18. Innovation
    • Stay on top of new technologies
    • Engage new technology before your competition
    • If it does not work, abandon it quickly
    • If it works, make it yours 
  • 19. Innovation (cont.)
    • Customization: Design your own shoes
    • Search: Create your own Google
    • Flash: No longer a SEO problem
    • Zoom: Emulates retail experience
    • Tools: Page Strength Tools  
  • 20. Great Writers
    • “ Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.”
      • — Gene Fowler 
  • 21. Talent Pool
    • JournalismJobs.com
    • MediaBistro.com
    • AJR.com ( American Journalism Review )
    • Online news sites ( BostonWorks, Providence Journal Online, etc. )
    • Craigslist.org
    • Byline articles 
  • 22. Talent Pool (cont.)
    • Recognize the Talent
      • Well-furnished minds and well-traversed experience
      • Exceptional curiosity about every subject
      • Above average wit and sense of humor
      • Vivid imagination and powerful analytical thought
  • 23. Define The Project
    • Improve search engine listing positions
    • Drive more organic traffic
    • Encourage repeat visits
    • Influence decision process
    • Improve conversions rates 
  • 24. Determine The Placement
    • Preliminary: First impressions and headline architecture
    • Investigating: Knowledge seeking and trust building
    • Capability: Show how products solve problems
    • Permission: Drive action, sign up, download or buy
  • 25. Define The Style
    • What’s Your Point?
      • Engage Laughter
      • Spark a Debate
      • Motivate and Empower
      • Take a Stand
      • Drama and Intensity
      • Clever and Witty
  • 26. Define The Style (cont.)
    • Find Your Voice: Informational, Advertorial, Active, Passive
    • Placement: Where on the site? First layer, second layer, etc.
    • Visuals: Connect the content to images. Tell the story.
  • 27. What’s Your Story?
    • What makes your story unique?
    • What’s your competitor’s story?
  • 28. Establish a Mantra
    •  “ A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell or portion of a scripture containing mystical potentials.”
  • 29. Establish a Mantra (cont.) Be All You Can Be U.S. Army Healthy Fast Food Wendy’s Save Babies March of Dimes Fun Family Entertainment Disney Think IBM Winning is Everything Green Bay Packers
  • 30. Develop A Flawless Process
    • Brainstorm session that uncovers the story
    • Methodology to get under the target’s skin
    • Nail the value proposition
    • Clarify the call to action
    • Research the rich keywords and scent trail
    • Manage the feedback
  • 31. Engage And Connect
    • Who? What? Where? When? Why? How?
      • Who is your target audience?
      • What are you going to tell them?
      • Where are you going to tell them this information?
      • When are you going to do this?
      • Why is it important?
      • How is it going to matter?
  • 32. Understand Your Readers
    • Readers want to be able to find specific things
    • Readers are in a hurry
    • Readers love personalization, “it’s all about me”
    • Readers want advice
    • Readers want up-to-date, relevant, straightforward content
  • 33. Implement Smart SEO Rules
    • Create original content (no dup content issues)
    • Clean and unique meta strategy
    • Remember: not all links are created equally
    • Consistent site maps and architecture
    • Surround the link phrases with rich keywords
    • Avoid “stuffing” keywords, readers must come first 
  • 34. Bring Science To The Art
    • A/B split testing
    • Track conversions
    • Monitor traffic
    • Perpetually Revise
    • Track stickiness
  • 35.  Stay Fresh
    • Freshness validates commitment
    • Commitment is necessary for success
  • 36. Hire The Pros
    • “If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”
    • — David Ogilvy