Content Monetization Engines: Generating Growth with Info Product Marketing

1. 2 10+ Years Internet Marketing & Entrepreneurship Experience Founder of SearchDecoder.com & Alphametic Adj. Prof at NYU Author of Amazon-Bestselling “SEO Like I’m 5” International Speaker, Trainer & Growth Consultant Formerly Head of Search & Inbound Marketing (the Americas) at Lowe Profero Results for: Western Union, Apple, LG, Prudential, Dell, Hilfiger & many Startups ! Matthew Capala @SearchDecoder

2. 5 Content marketing & SEO enabled me to create opportunities I wouldn’t have had otherwise The magic of content marketing

3. 6 Fast-forward to 2015: new platforms, same principles

4. 8 AGENDA 1. The new lay of the land 2. Building info product strategy 3. Content monetization engines @SearchDecoder BONUS OFFER 50% Discount on my SEO Online Course

5. @SearchDecoder The New Frontier

6. Google time travel

7. Predictive search Google Plus Fast-forward to 2015

8. Today only 15% of SERP is blue links to websites

9. Boxed out by Google

10. Carousel: the new lay of the land

11. The new rules of book marketing on Google

12. Learn from the best

13. Showing up below the carousel

14. SEMRush: Google Landscape Mining

15. 20 Write ‘best book lists’ to show up

16. Amazon is the doorway

17. Showing up on Amazon

18. Smart keyword targeting

19. … ‘not’ SEO for dummies

20. ! Optimize your book Title and description with targeted keywords SEO Like I’m 5: The Ultimate Beginner’s Guide to Search Engine Optimization 99 SEO Tools for 99 Cents MerchantWords & Soovle: Amazon Keyword Research

21. #1 Amazon #2 Amazon #3 Social #4 Social #5 Blog #7 Udemy #8 Podcast #9 GoodReads #10 HufPost #6 Blog Info product marketing in 2015 is about distribution

22. image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/ idea ripple eﬀect

23. 28 Info product marketing in 2015 is about building an info product [BRAND] that can be scaled across platforms and formats @SearchDecoder

24. Consumers don’t want just information or just entertainment. They want infotainment.

25. Infotainement is the next gold rush if info products Information EntertainmentInfotainment $$$$$$ $$ The building blocks funnel of content

26. Learn from the most successful info product brands

27. Case study: Infotainment & SlideShare

28. Include calls to action to drive leads and transactions

29. How to Become a Content Monetization Machine

30. Tons of Free ContentYou Could Charge For Converting Trafﬁc into Audience & Community Ebooks,Webinars, Events for Lead Generation Small Price Products (Kindle, Books) Higher Price Products (Online Courses) Services (Paid Speaking,Training, Consulting) 80% 10% 5% 4% 0.9% 0.1% $ $$ $$$$$$ The building blocks of content monetization funnel

31. Traditional info product strategy Creation Marketing Launch all at once Hope for passive income stream

32. Today, it’s about always-on compounding & distribution

33. You launch your book the day you start writing it

34. The Spider Method: build info products w/ a built-in users ! Start with the end goal Work backwards Book table of contents = editorial calendar = workshop/webinar = online training !

35. Play to your strengths 1. Book Outline 2. Blogging 3. Book 4. Deck 5. Online Course 1. Deck 2. Online Course 3. Book Outline 4. Transcribe videos 5. Blogging 6. Book Writer Presenter

36. Notes on content 1. Credible testimonials 2. Personal stories 3. Examples 4. Tips & strategies 5. Case studies 6. In-text resources 7. Online resources 8. Interviews & quotes 9. Calls to action 10. Bonus offers

37. Canva: free cover and graphic templates

38. Fiverr: Crowdsource book images for $5 ! Be very specific with what you want, provide clear instructions Leave little room for creative interpretation !

39. Opportunity for brands to tap into new users

40. image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/ ripple eﬀect

41. Network effect

42. Sales Rank & Amazon Bestsellers ! ! Downloads Revenue / units sold Reviews ! ! ! ! !

43. Categories and taxonomy

44. How to optimize for content monetization engines User Growth Product Use Revenue Reviews Free offer during launch, attract early users at all cost Encourage product usage through message boards and content Drive revenue to the platforms Get legitimate reviews

45. Step 1: Blog the Book

46. Start blogging early chapters of your book ! Drive users to Amazon pre-order page or a sign-up !

47. Leverage owned and earned media

48. Activate guest blogging at the time of launch

49. Guest blog original book parts after launch

50. Step 2: Launch Kindle Book

51. Kindle Direct Publishing (KDP) 56 ! ! 35% - 70% on Kindle book sales depending on pricing model and content $10 is maximum you can charge ! ! ! ! ! ! KDP Select 90-day commitment on exclusivity Free for up to 5 days Countdown: price promotion ! !

52. Formatting for Kindle ! Kindle is available on ANY device, content is responsive ! !

53. KDP Formatting Tips ! Formatting Google docs to word doc conversion No bullet points Upload all images Rather small font Page breaks ! ! !

54. Step 3: Launch Paperback Book

55. CreateSpace: On-demand publishing ! ! Pricing depends on size, color, cover, etc Order copies at bigger discount Cover design Amazon integration ! ! !

56. GoodReads: book discovery platform

57. Step 4: Launch Audio Book

58. Audio Creation Exchange (ACX) ! ! Audition your book, pick a skilled narrator Adjust your content for audio Integrated with Amazon !

59. Audible: audio book engine ! ! Audible is an audio marketplace Tap into the power of network effect Earn royalties through Audible and Amazon integration ! ! ! !

60. Step 5: Launch Online Course

61. Udemy: online course platform! ! Flexible pricing Unlimited coupons Tiered revenue model 97% of revenue if you sell your course 50% if Udemy sells 25% if Udemy affiliate sells 50% Off Coupon to Get my Udemy SEO Training: SEMRush (redeem at IWillTeachYouSEO.om) ! !

62. Strategies and tips for Udemy! ! Most of your course must be under 20 min video lectures under Include promotional video with testimonials Market the course with coupons Offer your course for free to bloggers to review Encourage your students to engage on discussion board and complete the course !

63. Camtasia & Audacity: online course creation toolbox ! DIY video and audio production toolbox Use Camtasia to produce high quality videos and screencasts Use Audacity to remaster the audio

64. SkillShare & SkillFeed: subscription-based platforms ! Netflix-type subscription model Repost your Udemy course only if it wouldn't devalue its price, otherwise… Cut your Udemy course to smaller pieces and repost

65. Step 6: Repeat for your 2nd info-product

66. Remember: always-on “The best way to promote your ﬁrst book is to write a second one”

67. The Book: SEOLike5.com “There are multitude of resources available to inform marketers and business owners of how to stay up to date with marketing, but one that’s well worth read is SEO Like I’m 5 by Matthew Capala” - THE HUFFINGTON POST ! Top 10 Best Marketing Books to Give as a Gift - SmallBussinessTrends.com ! ! !

68. OFFER: Get my SEO online course 50% off 50% Coupon: ! SEMRush ! IWillTeachYouSEO.com

69. What’s included? 50% Coupon: ! SEMRush ! IWillTeachYouSEO.com 10 years of experience and field- testing Over 50 Lectures and 6.5h of Video Lifetime Access, No Limit! 30 Day Money Back Guarantee! Hundreds of field-tested SEO strategies, tools, and tricks Accessible Anytime on Any Device ! !

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