Developing Great Content to Win the War on the Web Byron White| Chief Idea Officer | ideaLaunch Founder | LifeTips.com | W...
The Content Marketing Workflow Content Planning Content Optimization Content Creation Content Performance Copyright 2010 b...
10 Tips  for Content  Performance
1.) Develop a content marketing plan <ul><ul><li>Table of Contents </li></ul></ul><ul><ul><li>Scope of Project </li></ul><...
2.) Use free research tools <ul><ul><li>Free Research Tools </li></ul></ul><ul><ul><li>WordVision.com </li></ul></ul><ul><...
3.) Find the hot topics and keywords
3.) Develop customer profiles for testing <ul><ul><li>ADD/ADHD Andy </li></ul></ul><ul><ul><li>In a Hurry </li></ul></ul><...
4.) Research the competition  Content Asset YourSite.com Competitor.com Traffic   A C PPC Spend   B A Content Portfolio   ...
<ul><ul><li>SEO Plan Tips </li></ul></ul><ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Short Tail </li></ul></ul><ul><u...
6.) Score content for SEO strength  <ul><ul><li>Free Scoring Tools </li></ul></ul><ul><ul><li>WordVision.com </li></ul></u...
7.) Infuse you brand with great content <ul><ul><li>Authority Assets </li></ul></ul><ul><ul><li>Speaking Events </li></ul>...
8.) Create stories, not just content Information Story Fills You Up Moves You On Facts Acts Citing Exciting Reams Dreams P...
9.) Define great content <ul><ul><li>New meaning that helps distinguish from the competition </li></ul></ul><ul><ul><li>Au...
10.) Document content publishing date
Track improved listing positions Publishing Dates # Content Assets Published Per Month
Track increased traffic from content
Track decreased user acquisition cost
Track repeat visitation and engagement
Track time-on-site for content stickiness
Track improved conversion rates
Track leads that download content assets
Track correlation of leads to sales
<ul><ul><li>Byron White </li></ul></ul><ul><ul><li>ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul...
Upcoming SlideShare
Loading in...5
×

Developing Great Content To Win The War On The Web

226

Published on

Byron White's presentation for SES-NYC March 23rd, 2011.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
226
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • Show Trend Reports
  • Tip: Learning where your organic marketshare vs the competition helps you calculate opportunity cost.
  • OK
  • 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.
  • OK
  • Drop in the SpyFu Logo over ideaLaunch.
  • Steve, We need to show the ideaLaunch WordVision Welcome Screen, then we need to show the ideaLaunch Trend Report sorted by Recent Trend, then we need to show another shot that would occur when we click on the yellow button on this page. So three screen grabs here. Wayne can help. Send him this description.
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Change Listing Positions to Inbound Links. And do a screen grab of the Yahoo Search Tool that shows inbound links for ideaLaunch and Junta42 or Walmart and Target.
  • Developing Great Content To Win The War On The Web

    1. 1. Developing Great Content to Win the War on the Web Byron White| Chief Idea Officer | ideaLaunch Founder | LifeTips.com | WordVision.com SES NYC 3 | 23 | 10
    2. 2. The Content Marketing Workflow Content Planning Content Optimization Content Creation Content Performance Copyright 2010 by ideaLaunch. All right reserved.
    3. 3. 10 Tips for Content Performance
    4. 4. 1.) Develop a content marketing plan <ul><ul><li>Table of Contents </li></ul></ul><ul><ul><li>Scope of Project </li></ul></ul><ul><ul><li>Competitive Research </li></ul></ul><ul><ul><li>Customer Research </li></ul></ul><ul><ul><li>Customer Profiles </li></ul></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Content Plan </li></ul></ul><ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Performance Goals </li></ul></ul><ul><ul><li>Content Assets </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Courseware </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>Tip Centers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>WorkBooks </li></ul></ul>
    5. 5. 2.) Use free research tools <ul><ul><li>Free Research Tools </li></ul></ul><ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li>SpyFu.com </li></ul></ul><ul><ul><li>Compete.com </li></ul></ul><ul><ul><li>QuantCast.com </li></ul></ul><ul><ul><li>SEOMajestic.com </li></ul></ul><ul><ul><li>Raven-SEO-Tools.com </li></ul></ul><ul><ul><li>Tools.SEOBook.com </li></ul></ul><ul><ul><li>SEOToolSet.com </li></ul></ul><ul><ul><li>LinkVendor.com </li></ul></ul><ul><ul><li>MarketLeap.com </li></ul></ul><ul><ul><li>SEObook.com </li></ul></ul>
    6. 6. 3.) Find the hot topics and keywords
    7. 7. 3.) Develop customer profiles for testing <ul><ul><li>ADD/ADHD Andy </li></ul></ul><ul><ul><li>In a Hurry </li></ul></ul><ul><ul><li>Reads Headlines </li></ul></ul><ul><ul><li>Snacksize Content </li></ul></ul><ul><ul><li>Bullet Points </li></ul></ul><ul><ul><li>Buy Right Now </li></ul></ul><ul><ul><li>Image Importance </li></ul></ul><ul><ul><li>Inspiration Purchase </li></ul></ul><ul><ul><li>Sophisticated Sally </li></ul></ul><ul><ul><li>Into Information </li></ul></ul><ul><ul><li>Reads Content </li></ul></ul><ul><ul><li>Deep Content </li></ul></ul><ul><ul><li>Find Print </li></ul></ul><ul><ul><li>Buy After Review </li></ul></ul><ul><ul><li>Value Importance </li></ul></ul><ul><ul><li>Informative Purchase </li></ul></ul>
    8. 8. 4.) Research the competition Content Asset YourSite.com Competitor.com Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B
    9. 9. <ul><ul><li>SEO Plan Tips </li></ul></ul><ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Short Tail </li></ul></ul><ul><ul><li>All-Tail Universe </li></ul></ul><ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>Weighted Keywords </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Internal Links </li></ul></ul><ul><ul><li>Content Scoring </li></ul></ul><ul><ul><li>WordVision Technology </li></ul></ul>5.) Develop an SEO plan with keyword silos
    10. 10. 6.) Score content for SEO strength <ul><ul><li>Free Scoring Tools </li></ul></ul><ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li>PageStrengthTool.com </li></ul></ul><ul><ul><li>SEOContentGrader.com </li></ul></ul><ul><ul><li>WebsiteGrader.com </li></ul></ul><ul><ul><li>ideaLaunch.com </li></ul></ul><ul><ul><li>Page Grader </li></ul></ul><ul><ul><li>Content Grader </li></ul></ul>
    11. 11. 7.) Infuse you brand with great content <ul><ul><li>Authority Assets </li></ul></ul><ul><ul><li>Speaking Events </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Online Courses </li></ul></ul><ul><ul><li>Informational Guides </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>
    12. 12. 8.) Create stories, not just content Information Story Fills You Up Moves You On Facts Acts Citing Exciting Reams Dreams Promotional Emotional Static Dramatic Compiling Compelling Feeding the Brain Touching the Heart Expires Inspires
    13. 13. 9.) Define great content <ul><ul><li>New meaning that helps distinguish from the competition </li></ul></ul><ul><ul><li>Authority tone that helps build confidence </li></ul></ul><ul><ul><li>Insights that offer new energy, surprise and delight </li></ul></ul><ul><ul><li>Language that connects with readers tone and style </li></ul></ul><ul><ul><li>Lean style without the fat that gets-to-the-point </li></ul></ul><ul><ul><li>Entertainment that lives on after the story is told </li></ul></ul>
    14. 14. 10.) Document content publishing date
    15. 15. Track improved listing positions Publishing Dates # Content Assets Published Per Month
    16. 16. Track increased traffic from content
    17. 17. Track decreased user acquisition cost
    18. 18. Track repeat visitation and engagement
    19. 19. Track time-on-site for content stickiness
    20. 20. Track improved conversion rates
    21. 21. Track leads that download content assets
    22. 22. Track correlation of leads to sales
    23. 23. <ul><ul><li>Byron White </li></ul></ul><ul><ul><li>ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Twitter: @ByronWhite </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>Send me a tweet with feedback on this presentation and/or an email and I’ll send you a link to a PDF version of my 101 Content Marketing Tips book recently published.
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×