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Think like a Search Engine and Sting like a BeeByron White            Monthly Webinar      Scott StoufferChief Idea Office...
Think like a Search Engine and Sting like a Bee    The Content           #10 Tips to Think    Jump on theMarketing Revolut...
What isContentMarketing?
It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Cust...
And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newslette...
It’s catching readers orbiting at high speeds  Applet  Desktop  Events  Information Portals  Mobile  Podcasts  RSS Feeds  ...
With information they want and need Help Advice Insight Innovation Rationalization Love Happiness
It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Ge...
And finding the most efficient path to engagement and sales  Score Engagement  Qualify Lead  Evaluate Intent  Induce Trial...
It’s a Six Step Workflow, and you need all six steps
Think like a searchengine andSting like a bee!
# 1 Content Asset Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets Workboo...
# 1 Content Assets: How do you stack up?                          Total Content Assets                          You vs Com...
# 1 Content Asset Portfolio: How diverse?               Your Content Assets                                               ...
# 2 Social Publishing Frequency: How social are you?                   Social Media Publishing Volume                 Cust...
# 2 Social Fan Base: How connected are you?                         Social Media Fan Base                          You vs ...
# 3 Organic Market Share: What’s your keyword silo share?                Keyword Silo          Salesforce Market Share    ...
# 3 Market Share: What’s your PPC dollar value share?                                     Top Keyword Dollar Value        ...
# 4 Link Popularity: How many and how good?                       Inbound Links                                           ...
# 4 Link Popularity: Are likes the new links?
# 5 Link Building: Are you spamming the search engines?
# 5 Link Building: The Secret Sauce         I had a big beef with my boss the other day. The         steak was cooked to p...
# 6 Search Engine Listing Position Trends: Up or Down?                                        Positions Lost in Last Month...
# 7 Optimization Strength of Pages
# 8 Content Quality    “Writing is easy: All you do is sit staring at a blank piece of    paper (screen) until the drops o...
# 8 Great editors turn complexity into simplicity
# 8 Great editors turn complexity into simplicity
# 8 Great editors Turn Complexity into Simplicity
# 9 Distribution Channels
# 9 Publishing Frequency and Depth
# 9 Publishing Frequency and Depth
# 9 Publishing Frequency and Depth
# 10 Time On Site (Time Back to Google Search)
Competitive Research: Lots of Free ToolsFree Research Tools   seoengine.com   WordVision.com   SpyFu.com   Compete.com   Q...
Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.com        “The only marketingPhone: 617-...
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Think Like a Search Engine and Win

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Transcript of "Think Like a Search Engine and Win"

  1. 1. Think like a Search Engine and Sting like a BeeByron White Monthly Webinar Scott StoufferChief Idea Officer V. 26 Co-FounderideaLaunch September 28th, 2011 seoengine™
  2. 2. Think like a Search Engine and Sting like a Bee The Content #10 Tips to Think Jump on theMarketing Revolution Like a Search Engine seoengine
  3. 3. What isContentMarketing?
  4. 4. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  5. 5. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Videos Web Widgets
  6. 6. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  7. 7. With information they want and need Help Advice Insight Innovation Rationalization Love Happiness
  8. 8. It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo Target Testing Usability Testing Content Testing
  9. 9. And finding the most efficient path to engagement and sales Score Engagement Qualify Lead Evaluate Intent Induce Trial Motivate Purchase Get the Sale Correlate Assets to Sale
  10. 10. It’s a Six Step Workflow, and you need all six steps
  11. 11. Think like a searchengine andSting like a bee!
  12. 12. # 1 Content Asset Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets Workbooks Video
  13. 13. # 1 Content Assets: How do you stack up? Total Content Assets You vs Competitors 6000 5482 5000 4000 3000 2488 2000 1422 1079 883 813 1000 137 0
  14. 14. # 1 Content Asset Portfolio: How diverse? Your Content Assets Content Assets 2223 Web Page 888 250 429 220 XML Feed 416 229 Scroller 211 200 179 166 White Paper 114 158 107Customer Testimonials 106 150 101 Use Case 54 52 Success Story 47 100 47 77 News 38 66 38 52 Course Catalog 30 50 42 27 24 24 Slides 26 12 11 10 7 25 4 4 2 2 1 1 FAQ 22 0 20 Webcast Case Study Bug Tracker Blog Video Data Sheet FAQ XML Feed Forum Pricing Page Web Page White Paper News Application Guide Login Page Audio Recording Slides Release Notes Press Release Tips 12 11 Study Guide 8 6 Form 5 4 Calculator 3 2Implementation Guide 2 0 500 1000 1500 2000 2500
  15. 15. # 2 Social Publishing Frequency: How social are you? Social Media Publishing Volume Customer Relationship Management 9000 8093 8000 7000 6000 5000 4000 2945 3000 2461 2000 1751 1166 1045 1000 0
  16. 16. # 2 Social Fan Base: How connected are you? Social Media Fan Base You vs Competitors 300000 257898 250000 200000 150286 150000 123369 100000 50000 21582 14665 4530 0
  17. 17. # 3 Organic Market Share: What’s your keyword silo share? Keyword Silo Salesforce Market Share Contact Management 31% Sales Cloud 28% Jigsaw 26% Cloud Computing 25% RemedyForce 22% Service Cloud 22% CRM 21% IT Help Desk 20% Force.com 13% Application Development 11% Enterprise Collaboration 10% Chatter 8% Radian6 7% Social Media Management 5%
  18. 18. # 3 Market Share: What’s your PPC dollar value share? Top Keyword Dollar Value email customer service software $40.99 contact center applications $37.32 contact data management $36.10 crm management software $34.68 enterprise crm software $34.03 customer contact management $34.02 web customer service software $33.59 online customer support software $33.38 help desk software solution $29.86 help desk software $29.58 software sales leads $27.91 it help desk software $27.46 enterprise crm solutions $27.04 contact relationship management $26.89 small business crm software $26.82 contact manager email $26.30 free crm software $25.55 help desk software solutions $25.11 $0.00 $5.00 $10.00$15.00$20.00$25.00$30.00$35.00$40.00$45.00 PPC
  19. 19. # 4 Link Popularity: How many and how good? Inbound Links 30,982,286 4,989,204 2,785,574 2,588,883 1,249,959 795,935 777,954 726,165 443,521 430,345 128,046 114,643 111,575 65,048 53 1 100 10000 1000000 100000000
  20. 20. # 4 Link Popularity: Are likes the new links?
  21. 21. # 5 Link Building: Are you spamming the search engines?
  22. 22. # 5 Link Building: The Secret Sauce I had a big beef with my boss the other day. The steak was cooked to perfection and melted in my mouth.
  23. 23. # 6 Search Engine Listing Position Trends: Up or Down? Positions Lost in Last Month -1 business contact software -1 -1 advantages of cloud computing -1 -2 sales systems -2 -2 lead management -2 -2 enterprise collaboration software -2 -2 application development -2 -3 services of cloud computing -3 -3 remedy help desk -3 -3 crm management software -3 -3 business contacts -3 -4 customer services management -4 -5 customer relationship crm -6 -7 cloud platforms -21 0 -5 -10 -15 -20 -25 Positions
  24. 24. # 7 Optimization Strength of Pages
  25. 25. # 8 Content Quality “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 “There’s nothing to writing. All you do is sit down at a keyboard and open a vein.” —Red Smith
  26. 26. # 8 Great editors turn complexity into simplicity
  27. 27. # 8 Great editors turn complexity into simplicity
  28. 28. # 8 Great editors Turn Complexity into Simplicity
  29. 29. # 9 Distribution Channels
  30. 30. # 9 Publishing Frequency and Depth
  31. 31. # 9 Publishing Frequency and Depth
  32. 32. # 9 Publishing Frequency and Depth
  33. 33. # 10 Time On Site (Time Back to Google Search)
  34. 34. Competitive Research: Lots of Free ToolsFree Research Tools seoengine.com WordVision.com SpyFu.com Compete.com Quantcast.com SEOMajestic.com Raven-SEO-Tools.com Tools.SEOBook.com SEOToolSet.com LinkVendor.com MarketLeap.com SEOMoz.org
  35. 35. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.com “The only marketingPhone: 617-227-8800 x 201 left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book Download Visit ideaLaunch.com
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