1. Grow Your Business Organically– The Content Marketing Way! Byron White Chief Idea Officer ideaLaunch @ByronWhite DMA 2011 Boston October 4th, 2011

2. Chaos vs. Clarity

3. Welcome to the content marketing revolution! Forward thinking companies are starting to think like publishers– gathering ideas, developing stories and publishing information readers want and need. Content Marketing Team Sport 5 Tips to Win the War on the Web The Content Marketing Revolution

4. What isContent Marketing?

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

6. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Videos Web Widgets

7. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News

8. With information they want and need Help Advice Insight Innovation Rationalization Top Tens Competitive Review

9. 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

10. And finding the most efficient path to drive sales Solve Problems Earn Trust Score Engagement Qualify Leads Evaluate Intent Induce Trial Motivate Purchase Close the Sale

11. Content Marketing is a Team Sport

12. The Six Step Content Marketing Workflow

13. Step 1 The Content Plan How much content? How frequently? How good does it need to be? What distribution channels?

14. The Content Plan Table of Contents Content Analysis Keyword Research Competitive Research Content Audit Content Recommendations Content Samples ContentTopic Ideas

15. Competitive Research

16. Content Research

17. Content Analysis

18. Social Media Research

19. Social Media Analysis

20. Keyword Research

21. Keyword Silo Development

22. Market Share Analysis of Keyword Silos

24. FAQs. Review what customers ask for and the language used.

25. Customer Service Reps. Learn the FAQsand knowledge requests.

26. Customers. Speak with customers and learn the wants and needs.

27. Analytics. Discover the source of traffic and navigational pathways.

29. Customer Personas

30. Style Guide

31. How Much? Content Recommendations

32. Step 2 Content Creation “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

33. Great Writers Curiosity Passionate Voice Well Traversed Make Meaning Keep it Simple Less is More Short and Sweet Fresh Insight Results Driven Inquisitive Storytellers Journalists Researchers Socratic Optimizers Knowledge Seekers Wordsmiths Deep Diggers Big Picture Thinkers

35. Access to Specific Things

36. To connect and laugh

37. Authority Advice

39. Exposure to New Information

40. To Laugh

41. Mystery and Bravery

42. Surprise and DelightContent Critical by Gerry McGovern and Rob Norton

43. Enlighten, Educate and Entertain Skydive Pepperell swoops landlubbers up 10,500–13,000 feet for an adrenaline-pumping day of aeronautical capriciousness. Dressed in comfortable clothes, sneakers, and their autographed Batman capes, future fliers learn the intricacies of skydiving equipment from a certified expert and watch instructional videos to prep for the big leap. From there, jumpers climb into a sprightly Twin Otter plane, where they are safely anchored to an experienced partner before the plane door slides open to release the pair into the blue yonder. Since the airspace caters only to skydiving excursions and novelists skywriting their latest books, patrons can free-fall comfortably through the vacant horizon at 120 mph for up to one full minute. Once the parachute deploys, tandem divers glide through the air, relishing the mountainous New England countryside for five–seven minutes. Skydive Pepperell’s manicured fields encourage a soft landing, whether it’s a slow standup, seated glide across the grass, or impromptu moonwalk.

44. Learn the Power of Stories Great Stories --> Solve problems --> Teach us to be smart --> Offer surprise and delight --> Focus on “what happens next” --> Introduce great characters --> Are contagious --> Engage readers Sisomo by Kevin Roberts

45. Learn Why Stories Get Passed On

46. Monthly Editorial Calendars

47. Video Tips for Success Lead Generation Solve Problems Video Contests Case Studies Celebrity Endorsement Entertainment/Humor

48. Blog Tips for Success Contributors Optimization Link Building Lead Generation Keyword Silos White Papers Cross Pollination Entertainment/Humor Comments/Staff Images

49. Resource Center Tips for Success Spice up the Tone Call to Action (Lead Gen) Information Graphics Link Strategy Distribution Purple Papers Re-Write and Re-Launch Lead Generation Optimize– BE FOUND

50. Search Result Relevance

51. Conversion Page

52. Web Pages (Learn More Page) Tips for Success Help 10 Seconds Test Form Size Motivation Product  Information Tease Content Assets Additional Interest Educate/Entertain

53. Web Pages (Pricing Page) Tips for Success Help 10 Seconds Information Learn More  Price Comparison  White Papers  Lead Generation

54. Step 3 Content Optimization The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation

55. Keyword Universe

56. Keyword Silos

57. Golden Keywords

58. Low-Hanging Fruit Keywords

59. Low-Hanging Fruit Keywords (by Silo and PPC)

60. Low-Hanging Fruit Keywords (by Silo and Search Volume)

61. Low-Hanging Fruit Keywords

62. Inbound Link Popularity

63. Keyword Maps

64. SEO Scoring

65. SEO Scoring

66. Stay Away from Internal Link Building Spam

67. Step 4 Content Editing “ “There’s nothing to writing. All you do is sit down at a keyboard and open a vein.” —Red Smith

68. Step 4 Content Editing Tips for Success Content Plans New Age Style Guides Daily Inspirations View Samples of Great Writing Daily Define the Salesforce Content Haiku Brand Infusion with Product Pollution Fact Proofing Technical Review Legal Review Engagement Testing Delightful Survey’s of All Content Assets

69. Thought Leadership Hubspot Inbound Marketing Winning is Everything Green Bay Packers Think IBM Fun Family Entertainment Disney Save Babies March of Dimes Healthy Fast Food Wendy’s Kick Butt in Air and Space Air Force The Art of the Start, Guy Kawasaki

70. Develop Thought Leadership Positions for each Silo

71. Style Haiku Haiku: Japanese 3 line poem, 17 syllables Define the style and tone that delights readers Identify what type of content performs best Modify content assets for different channels Develop consistency within content assets

73. Investigating: Knowledge-seeking and trust-building opportunity

74. Capability: Show how you solve problems and deliver on needs

76. Round 1

77. Round 2

78. Step 5 Content Distribution Distribution Channels On-SiteDistribution Off-Site Distribution

79. Diversify the Content Asset Portfolio Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets Workbooks Video

80. On-Site Information Distribution

81. Off-Site Information Distribution

82. Step 6 Measure Performance All-the-Time

83. Listing Positions

84. Organic Traffic

85. Content Asset Downloads

86. Sales Influenced by Content Assets

87. Time On Site

88. Return Visitors

89. Conversion Rates

90. 5 Tips to Win the War on the Web

91. Tip # 1 Conversion Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) Content: Are you earning trust with information customers want and need? Usability: Is your content optimized for conversion? Motivation: Do you have compellingreasonsto buy and not try the competition? Incentive: Do you need any incentives, trial or reward? Friction: Have you identified potential resistance and reduced the pain points? Anxiety: Have you pinpointed the concerns and resolved the issues?

92. Test “Feel” Words to Improve Conversion Rates Employment Industry Entry Level Position Excellent Growth Opportunity Immediate Openings Leading Company Seeks Growing Company Seeks Team Player Strong Interpersonal Skill Financially Motivated Annual Performance Bonus Team Environment Financial Industry You’re Already Pre-Approved Cash Back Offer Be Debt-Free in Weeks Instant Financial Freedom No Annual Fee Pocket Extra Money Low Introductory Rate Fast Cash Start Saving Now Peace of Mind

93. Test “Sell” Words to Improve Conversion Rates Offers Special Offer Exclusive Offer Limited Time Offer Click Here Right Now Instant Access Instant Download Free Shipping No-Fuss Signup Easy Signup Trials Free Trial First Time Trial No-Risk Trial Risk Free Trial Buy After Review Test Drive Free Membership Free Subscription Join Beta Group Free Trial with Feedback Motivators Free Gift Pays for Itself Limited Availability As Seen on TV Solve X Stop Y All Inclusive Best Rated Tested and Proven Money-Back Guarantee

94. Test Positive and Negative Sell Words Positive Sell Words Persevering Efficient Hard-Driving Proactive Adaptable Responsive First-rate Top-notch Highly Competent Powerful Negative Sell Words Baffling Blurred Unclear Bewildering Mind-Boggling Complicated Convoluted Perplexing Puzzling Mixed Up

95. Tip # 2 Likes are the New Links

96. 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.

97. Tip # 3 Sell WITHOUT selling Info Content Speaking Events White Papers Webinars Podcasts Books Online Courses Workbooks Press Releases

98. Great Information Sells, Not the Products or Services

99. Tip # 4 Develop YOUR Personal Style Guide

100. Tip # 5 Free SEO Tools Help Your Content Get Found Free Research Tools WordVision.com SpyFu.com Compete.com Quantcast.com SEOMajestic.com Raven-SEO-Tools.com Tools.SEOBook.com SEOToolSet.com LinkVendor.com MarketLeap.com

101. Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 “The only marketing left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book PDF Version Visit ideaLaunch.com