How to Win the War of Words on the Web


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Byron White's presentation for Thrive 2010, may 12, 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, 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.
  • We need a better plan here.
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • Steve, make this big, the size of the black thing.
  • Wayne-- Circle the Content Asset in the chart above for clarity,
  • Drop in the SpyFu Logo over ideaLaunch.
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • How to Win the War of Words on the Web

    1. 1. How to Win the War of Words on the Web Byron White Chief Idea Officer ideaLaunch Thrive 2010 PR Web May 12th, 2010
    2. 2. The Content Marketing Revolution 10 Tips To Win the War on the Web
    3. 3. Join the Content Marketing Revolution
    4. 4. Practice the art of listening to your customers’ wants and needs. <ul><ul><li>Search Box </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><li>Keyword Popularity </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Questionnaires </li></ul></ul>
    5. 5. And the science of delivering it to them in a compelling way. <ul><ul><li>Books </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Widgets </li></ul></ul>
    6. 6. Learn to catch readers orbiting at high speeds at the right time and place. <ul><ul><li>Web </li></ul></ul><ul><ul><li>Applet </li></ul></ul><ul><ul><li>Desktop </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Message Boards </li></ul></ul>
    7. 7. And track your customers engagement of content assets to find what works best. <ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Time on Page </li></ul></ul><ul><ul><li>Action on Page </li></ul></ul><ul><ul><li>Repeat Visitation </li></ul></ul><ul><ul><li>Send to Friend </li></ul></ul><ul><ul><li>Social Bookmark </li></ul></ul>
    8. 8. Constantly test campaigns to learn what works best, without killing the brand. <ul><ul><li>A/B Testing </li></ul></ul><ul><ul><li>Multivariate Testing </li></ul></ul><ul><ul><li>Eye Track Testing </li></ul></ul><ul><ul><li>Segmentation Testing </li></ul></ul><ul><ul><li>Geo Target Testing </li></ul></ul><ul><ul><li>Usability Testing </li></ul></ul><ul><ul><li>Content Testing </li></ul></ul>
    9. 9. And find the most efficient path to earn trust and drive of sales. <ul><ul><li>Offer Content </li></ul></ul><ul><ul><li>Score Engagement </li></ul></ul><ul><ul><li>Identify Consideration </li></ul></ul><ul><ul><li>Confirm Intent </li></ul></ul><ul><ul><li>Induce Trial </li></ul></ul><ul><ul><li>Motivate Purchase </li></ul></ul><ul><ul><li>Gather Feedback </li></ul></ul>
    10. 10. 10 Tips to Win the War on the Web
    11. 11. 1 Develop an overall content marketing plan with performance goals in mind. <ul><ul><li>Table of Contents </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 Creation Plan </li></ul></ul><ul><ul><li>Content Optimization Plan </li></ul></ul><ul><ul><li>Content Testing Plan </li></ul></ul><ul><ul><li>Content Performance Plan </li></ul></ul>
    12. 12. Develop informational content that sells WITHOUT the sales pitch . <ul><ul><li>Info Content </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>WorkBooks </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>
    13. 13. 2 Research your customers’ wants and needs in creative ways. <ul><ul><li>Search Box . Track what prospects are looking for and what they find. </li></ul></ul><ul><ul><li>FAQ’s. Review what customers ask for and the language they use. </li></ul></ul><ul><ul><li>Customer Service Reps. Learn the FAQ’s and knowledge requests. </li></ul></ul><ul><ul><li>Customers. Speak with customers and learn their wants and needs. </li></ul></ul><ul><ul><li>Analytics. Discover the source of traffic and navigational pathways. </li></ul></ul><ul><ul><li>Surveys. Ask for feedback on your content, navigation and methodology. </li></ul></ul>
    14. 14. Then develop “extreme” customer profiles for content creation and 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 Suzy </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>Fine 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>
    15. 15. 3 Find your company’s distinction, value proposition and mantra . <ul><ul><li>Winning is Everything Greenbay Packers </li></ul></ul><ul><ul><li>Think IBM </li></ul></ul><ul><ul><li>Fun Family Entertainment Disney </li></ul></ul><ul><ul><li>Save Babies March of Dimes </li></ul></ul><ul><ul><li>Healthy Fast Food Wendy’s </li></ul></ul><ul><ul><li>Kick Butt in Air and Space Air Force </li></ul></ul>The Art of the Start, Guy Kawasaki
    16. 16. Develop your company’s “story” and make sure it has the key elements. <ul><ul><li>Great Stories --> Solve problems </li></ul></ul><ul><ul><li>--> Teach us to be smart </li></ul></ul><ul><ul><li>--> Offer surprise and delight </li></ul></ul><ul><ul><li>--> Focus on “what happens next” </li></ul></ul><ul><ul><li>--> Introduce great characters </li></ul></ul><ul><ul><li>--> Are contagious </li></ul></ul><ul><ul><li>--> Engage readers </li></ul></ul>Sisomo by Kevin Roberts
    17. 17. 4 Optimize your content for readers first, then the search engines .
    18. 18. Use free research tools and SEO scoring tools to optimize for the search engines. <ul><ul><li>Free Research Tools </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    19. 19. 5 Examine your sales funnel and pipeline to determine the motivational needs. <ul><ul><li>Preliminary: Headlines, visuals, architecture and familiar content. </li></ul></ul><ul><ul><li>Investigating: Knowledge-seeking and trust-building opportunity. </li></ul></ul><ul><ul><li>Capability: Show how you solve problems and delivers on needs. </li></ul></ul><ul><ul><li>Action: Motivate sign up, download or buy. </li></ul></ul>
    20. 20. Select different content assets for different needs in the pipeline. <ul><ul><li>Articles </li></ul></ul><ul><ul><li>Courseware </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>Optimization </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><ul><ul><li>Video </li></ul></ul>
    21. 21. 6 Score content engagement to help prioritize who is most likely to buy. <ul><ul><li>SalesForce Scoring </li></ul></ul><ul><ul><li>Free Tool Interaction </li></ul></ul><ul><ul><li>Content Downloads </li></ul></ul><ul><ul><li>Proposal Downloads </li></ul></ul><ul><ul><li>Newsletter Sign Ups </li></ul></ul><ul><ul><li>Widget Interaction </li></ul></ul><ul><ul><li>Customer Logon </li></ul></ul>
    22. 22. Stop the push marketing and join the content marketing revolution !
    23. 23. 7 Evaluate how you stack up with the competition in a variety of ways. Content Asset YourSite Competitor 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
    24. 24. Build on your strengths and eliminate the weakness to capture market share.
    25. 25. 8 Keep the universal needs of prospects and customers top of mind. <ul><ul><li>Customer Needs </li></ul></ul><ul><ul><li>Credibility, Belief and Logic </li></ul></ul><ul><ul><li>Exposure to New Information </li></ul></ul><ul><ul><li>To Laugh </li></ul></ul><ul><ul><li>Mystery and Bravery </li></ul></ul><ul><ul><li>Surprise and Delight </li></ul></ul>Content Critical by Gerry McGovern and Rob Norton <ul><ul><li>2.0 Customer Needs </li></ul></ul><ul><ul><li>Info in a Hurry </li></ul></ul><ul><ul><li>Access to Specific Things </li></ul></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><li>Authority Advice </li></ul></ul><ul><ul><li>Relevant Content </li></ul></ul>
    26. 26. And understand the paradox of choice in developing your testing methodology. <ul><ul><li>Too many choices with the new age of micro expansion. </li></ul></ul><ul><ul><li>New rules for complex decision-making. </li></ul></ul><ul><ul><li>New meaning needs to be developed to find the best path. </li></ul></ul><ul><ul><li>New methodology needs to be formulated for big decisions. </li></ul></ul><ul><ul><li>New reward needs to surface with the right decision. </li></ul></ul>The Paradox of Choice by Barry Schwartz <ul><ul><li>Conversion = (Info Content + Usability + Motivation + Incentive) - (Friction + Anxiety) </li></ul></ul>
    27. 27. 9 Use industry-specific “sell words” that make customers “feel” your message. <ul><ul><li>Employment Sell Words </li></ul></ul><ul><ul><li>Entry Level Position </li></ul></ul><ul><ul><li>Excellent Growth Opportunity </li></ul></ul><ul><ul><li>Immediate Openings </li></ul></ul><ul><ul><li>Leading Company Seeks </li></ul></ul><ul><ul><li>Growing Company Seeks </li></ul></ul><ul><ul><li>Team Player </li></ul></ul><ul><ul><li>Strong Interpersonal Skill </li></ul></ul><ul><ul><li>Financially Motivated </li></ul></ul><ul><ul><li>Annual Performance Bonus </li></ul></ul><ul><ul><li>Team Environment </li></ul></ul><ul><ul><li>Financial Sell Words </li></ul></ul><ul><ul><li>You’re Already Pre-Approved </li></ul></ul><ul><ul><li>Cash Back Offer </li></ul></ul><ul><ul><li>Be Debt-Free in Weeks </li></ul></ul><ul><ul><li>Instant Financial Freedom </li></ul></ul><ul><ul><li>No Annual Fee </li></ul></ul><ul><ul><li>Pocket Extra Money </li></ul></ul><ul><ul><li>Low Introductory Rate </li></ul></ul><ul><ul><li>Fast Cash </li></ul></ul><ul><ul><li>Start Saving Now </li></ul></ul><ul><ul><li>Piece of Mind </li></ul></ul>
    28. 28. Try positive AND negative “sell words” that become drivers for testing. <ul><ul><li>Negative Sell Words </li></ul></ul><ul><ul><li>Baffling </li></ul></ul><ul><ul><li>Blurred </li></ul></ul><ul><ul><li>Unclear </li></ul></ul><ul><ul><li>Bewildering </li></ul></ul><ul><ul><li>Mind-Boggling </li></ul></ul><ul><ul><li>Complicated </li></ul></ul><ul><ul><li>Convoluted </li></ul></ul><ul><ul><li>Perplexing </li></ul></ul><ul><ul><li>Puzzling </li></ul></ul><ul><ul><li>Mixed Up </li></ul></ul><ul><ul><li>Positive Sell Words </li></ul></ul><ul><ul><li>Persevering </li></ul></ul><ul><ul><li>Efficient </li></ul></ul><ul><ul><li>Hard-Driving </li></ul></ul><ul><ul><li>Proactive </li></ul></ul><ul><ul><li>Adaptable </li></ul></ul><ul><ul><li>Responsive </li></ul></ul><ul><ul><li>First-rate </li></ul></ul><ul><ul><li>Top-notch </li></ul></ul><ul><ul><li>Highly Competent </li></ul></ul><ul><ul><li>Powerful </li></ul></ul>
    29. 29. And try different “sell words” in your call-to-action to improve conversion rates. <ul><ul><li>Offers </li></ul></ul><ul><ul><li>Special Offer </li></ul></ul><ul><ul><li>Exclusive Offer </li></ul></ul><ul><ul><li>Limited Time Offer </li></ul></ul><ul><ul><li>Click Here </li></ul></ul><ul><ul><li>Right Now </li></ul></ul><ul><ul><li>Instant Access </li></ul></ul><ul><ul><li>Instant Download </li></ul></ul><ul><ul><li>Free Shipping </li></ul></ul><ul><ul><li>No-Fuss Signup </li></ul></ul><ul><ul><li>Easy Signup </li></ul></ul><ul><ul><li>Trials </li></ul></ul><ul><ul><li>Free Trial </li></ul></ul><ul><ul><li>First Time Trial </li></ul></ul><ul><ul><li>No-Risk Trial </li></ul></ul><ul><ul><li>Risk Free Trial </li></ul></ul><ul><ul><li>Buy After Review </li></ul></ul><ul><ul><li>Test Drive </li></ul></ul><ul><ul><li>Free Membership </li></ul></ul><ul><ul><li>Free Subscription </li></ul></ul><ul><ul><li>Join Beta Group </li></ul></ul><ul><ul><li>Free Trial with Feedback </li></ul></ul><ul><ul><li>Motivators </li></ul></ul><ul><ul><li>Free Gift </li></ul></ul><ul><ul><li>Pays for Itself </li></ul></ul><ul><ul><li>Limited Availability </li></ul></ul><ul><ul><li>As Seen on TV </li></ul></ul><ul><ul><li>Solve X </li></ul></ul><ul><ul><li>Stop Y </li></ul></ul><ul><ul><li>All Inclusive </li></ul></ul><ul><ul><li>Best Rated </li></ul></ul><ul><ul><li>Tested and Proven </li></ul></ul><ul><ul><li>Money-Back Guarantee </li></ul></ul>
    30. 30. 10 Finally, measure content performance and success in at least 8 different ways.
    31. 31. Track improved listing positions.
    32. 32. Track increased traffic and readership.
    33. 33. Track decreased user acquisition cost.
    34. 34. Track leads that download content assets.
    35. 35. Track increased sales from those leads.
    36. 36. Track repeat visitation and engagement.
    37. 37. Track time-on-site for content stickiness.
    38. 38. And of course, track conversion rates.
    39. 39. Send me an email with feedback, comments or questions, and I’ll send you a PDF version of my book and links to private SEO tools . I’ll also send you links to… Page Grader Tool Content Grader Tool Monthly Content Marketing Webinars [email_address]
    40. 40. “ The only marketing left is content marketing.” “ To win the war on the web, simply learn the wants and needs of your customers, and give it to them in a compelling way.” Seth Godin Meatball Sunday Byron White 101 Content Marketing Tips