idealaunch - Content Marketing Webinar August 2009

Content Marketing Webinar
Byron White
Founder
ideaLaunch.com, Inc.
August 26, 1 PM EST
What is content marketing?
How is it different?
How can I get started?
How do I track the ROI?
What’s the right mix?
What are the secret tips?

What is content marketing? How is it different? How can I get started fast? How do I track the ROI? What’s the new content asset portfolio? What are the secret tips? Content Marketing Webinar

What is content marketing?

It’s the art of listening to your customers’ wants and needs.
Listen Up
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires

And the science of delivering it to them in a compelling way.
Content Assets
Articles
Tips and Advice
Webinars
Workbooks
Widgets
Live Support

It’s constantly testing campaigns to learn what works and what doesn’t.
Prediction Testing
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing

And measuring readers’ engagement and desire for more along the way.
Engage Readers
Downloads
Time on Page
Action on Page
Repeat Visitation
Send to Friend
Social Bookmark
Tell a Friend

It’s catching readers that travel at high speeds at the right time and place.
Anytime Content
Desktop
Applet
Mobile
RSS Feeds
Podcasts
Social Networks

And delivering insight with apps that earn trust and drive sales.
iPhone Apps
Urban Spoon
Amazon Kindle
Sirius XM
SalesForce.com
Flixter
Fandango

It’s a smarter pipeline to find the hot leads that drive sales and revenue.
The New Pipeline
Offer Content
Accumulate Leads
Score Leads
Distribute Leads
Induce Trial
Score New Activity
Measure Success

And it delivers the ROI you demand for your investment.
ROI Measurement
Readers
Conversations
Community
Conversion
Sales
Repeat Sales

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 .
Content Marketing Assets
Webinars
Whitepapers
Workbooks
Widgets
Articles

Traditional marketing talks at people to drive sales and growth.
We’re #1
Best Price
Best Products
Best Features
Best Value
Best Technology
Best Service

Content marketing talks with customers, providing answers to questions.

Traditional marketing puts the company at the center , not the customer. Traditional Marketing

Content marketing puts the customer at the center , not the company. Content Marketing

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 info that makes life better, smarter and wiser.
Info Earns Trust
Pub Articles
Shortcuts
Answers
Well-Told Stories
Distinction
Fast Solutions
Simplicity

What’s the new content asset portfolio and what’s the right mix?

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 do I track the ROI of content marketing?

ROI Tracking #1: Landing Page Testing “If you’re not testing your landing pages, you’re living in the dinosaur age. The technology is free. The methods are easy.”

ROI Tracking #1: Landing Page Testing “Reader action determines which headlines, copy and graphics convert best.”
Improve Conversion Rates
Test Copy
Test Graphics
Test Images
A/B Testing
Multivariate Testing
Google Website Optimizer

ROI Tracking #2: Organic Listings “Measure content marketing success with improved listing positions in the search engines”
Steps for Tracking Success
Establish Keyword Universe
Establish Priority Keywords
Deploy Content Assets
Track Listing Improvement
Tie Content to Improvements
Find Trends and Correlation
Build on Momentum

ROI Tracking #2: Organic Listings “Tie in improved listing position with specific content assets and deployment date of those assets.”

ROI Tracking #3: Organic Traffic “Tie in your improved listing positions with web traffic increases using web analytics resources.”
Steps for Tracking Success
Establish Baseline Traffic
Establish Keyword Source
Deploy Content Assets
Track Traffic Improvement
Tie Traffic to Content
Find Trends and Correlation
Build on Momentum

ROI Tracking #3: Organic Traffic “Then, tie in organic traffic increases to content asset deployment dates for exact impact measurement.”
Measure Asset Impact
Identify Keywords with Improvement
Find Content Assets
Examine Deployment Dates
Examine Internal Link Strategy
Examine Optimization of Pages
Conclude Impact Measurement

ROI Tracking #3: Organic Traffic “Document repeat visitation to your website and time spent on site for content-rich pages featuring new content assets.”

ROI Tracking #4: User Acquisition Cost “Calculate the before and after user acquisition cost to measure the ROI of content marketing.” Monthly Advertising Cost ÷ Monthly Sign Ups = Monthly User Acquisition Cost $10,000 ÷ 250 Sign Ups = $40 User Acquisition Cost

Summary of ROI Tracking “Measure the ROI of content marketing you demand a variety of ways with readily available tools and resources.”

Secret tips and advice for content marketing success

Build internal and external links to your website, which are essential for success .
Tips on Link Building
Be Worthy of Natural Links
Architect Internal Links
Best Practice Link Methods
Support Link Page SEO
Byron’s Big Beef Example

Gauge social media success with conversations , not the number of followers.
Tips on Conversation
Compliment Often
Complicate Seldom
Introduce Like Thoughts
Introduce Like Minds
Discuss the Cool Stuff
Leverage Opportunity

Pinpoint your success in solving customers’ wants and needs.
Building on Success
Discover Needs
Discover Wants
Create Content
Get Feedback
Revise Accordingly
Discover Betterment

Build your case for authority status in your industry in creative ways.
Authority Builders
Speaking Events
White Papers
Webinars
Podcasts
Books
EBooks
Guides

Discover what you see that your competition might not see.
Progress Leads with Knowledge
Find Your Unique Value
Uncover the Undiscovered
Dig for Keen Insight
Shed New Light
Offer the Inside Scoop
Raise Awareness

Find the essentially contested concepts and share your insights.
Conversational Marketing
Follow the Thought Leaders
Find Topics to Debate
Bring Wisdom to Dance
Contribute to Communities
Earn Your Credibility
Put Great Ideas to Work
On Topic Most of the Time

Tune in to relevant social media conversations going on and jump in.
Social Research Tools
Search.Twitter.com
Facebook.com/lexicon/
ThunderThimble.com
TechRigy.com
BlogSearch.Google.com
BlogPulse.com
IceRocket.com
Delicious.com

How can I jumpstart content marketing fast?

Start identifying your customers’ needs and wants in creative ways.
Creative Research Ideas
Website Search Box
Social Media Sphere
Talk and Listen
Surveys and Polls
Customers’ Needs

Hire great writers that know how to get under the skin of the reader.
Great Writer Characteristics
Inhabit the Target Audience
Build Credibility with Readers
Contagious Writing Style
Offer Surprise and Mystery
Practice Writing Haiku
Find New Value and Meaning
Embrace Testing Methods

Identify the low-lying fruit to improve listings positions and traffic.
SEO Keyword Priority
Trend Report
Positions 10 to 50
Search Volume
PPC Price
Golden Keywords
Create Content
Create Internal Links

Buy tools that help identify what’s hot and what’s not on the web.
Popular SEO Tools
WordVision.com
SpyFu.com
GoodKeywords.com
KeywordDiscovery.com

Free tools to optimize content for readers and the search engines quickly.
Free SEO Tools and Tips
PageStrengthTool.com
SEOContentGrader.com
Google.com
WebsiteGrader.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com

Create Great Content
Byron White, ideaLaunch
Chief Idea Officer
Blog: ideaLaunch.com/Blog
Twitter: @ByronWhite
Facebook: ByronWhite
[email_address]
Phone: 617-227-8800 x 201
Cell: 617-775-5828

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idealaunch - Content Marketing Webinar August 2009

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idealaunch - Content Marketing Webinar August 2009 — Presentation Transcript