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2
10+ Years Internet Marketing & Entrepreneurship Experience
Founder of SearchDecoder.com & Alphametic
Adj. Prof at NYU
Au...
5
Content marketing & SEO enabled me to create opportunities I wouldn’t have had otherwise
The magic of content marketing
6
Fast-forward to 2015: new platforms, same principles
8
AGENDA
1. The new lay of the land
2. Building info product
strategy
3. Content monetization
engines
@SearchDecoder
BONUS...
@SearchDecoder
The New Frontier
Google time travel
Predictive search
Google Plus
Fast-forward to 2015
Today only 15% of SERP is blue links to websites
Boxed out by Google
Carousel: the new lay of the land
The new rules of book marketing on Google
Learn from the best
Showing up below the carousel
SEMRush: Google Landscape Mining
20
Write ‘best book lists’ to show up
Amazon is the doorway
Showing up on Amazon
Smart keyword targeting
… ‘not’ SEO for dummies
!
Optimize your book Title and description with targeted keywords
SEO Like I’m 5: The Ultimate Beginner’s Guide to Search ...
#1 Amazon
#2 Amazon
#3 Social
#4 Social
#5 Blog
#7 Udemy
#8 Podcast
#9 GoodReads
#10 HufPost
#6 Blog
Info product marketin...
image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2...
28
Info product
marketing in 2015 is
about building an info
product [BRAND] that
can be scaled across
platforms and format...
Consumers don’t want just
information or just entertainment.
They want infotainment.
Infotainement is the next gold rush if info products
Information EntertainmentInfotainment
$$$$$$ $$
The building blocks f...
Learn from the most successful info product brands
Case study: Infotainment & SlideShare
Include calls to action to drive leads and transactions
How to Become a
Content Monetization
Machine
Tons of Free ContentYou Could Charge For
Converting Traffic into Audience & Community
Ebooks,Webinars, Events for Lead Gene...
Traditional info product strategy
Creation
Marketing
Launch all at once
Hope for passive income stream
Today, it’s about always-on compounding & distribution
You launch your book the day you start writing it
The Spider Method: build info products w/ a built-in users
!
Start with the end goal
Work backwards
Book table of contents...
Play to your strengths
1. Book Outline
2. Blogging
3. Book
4. Deck
5. Online Course
1. Deck
2. Online Course
3. Book Outli...
Notes on content
1. Credible testimonials
2. Personal stories
3. Examples
4. Tips & strategies
5. Case studies
6. In-text ...
Canva: free cover and graphic templates
Fiverr: Crowdsource book images for $5
!
Be very specific with what you want, provide clear instructions
Leave little room...
Opportunity for brands to tap into new users
image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2...
Network effect
Sales Rank & Amazon Bestsellers
!
!
Downloads
Revenue / units sold
Reviews
!
!
!
!
!
Categories and taxonomy
How to optimize for content monetization engines
User Growth
Product Use
Revenue
Reviews
Free offer during launch, attract...
Step 1: Blog the Book
Start blogging early chapters of your book
!
Drive users to Amazon pre-order page or a sign-up
!
Leverage owned and earned media
Activate guest blogging at the time of launch
Guest blog original book parts after launch
Step 2: Launch Kindle
Book
Kindle Direct Publishing (KDP)
56
!
!
35% - 70% on Kindle book sales
depending on pricing model and content
$10 is maximum...
Formatting for Kindle
!
Kindle is available on ANY device, content is responsive
!
!
KDP Formatting Tips
!
Formatting
Google docs to word doc
conversion
No bullet points
Upload all images
Rather small font
P...
Step 3: Launch
Paperback Book
CreateSpace: On-demand publishing
!
!
Pricing depends on size,
color, cover, etc
Order copies at bigger
discount
Cover des...
GoodReads: book discovery platform
Step 4: Launch Audio
Book
Audio Creation Exchange (ACX)
!
!
Audition your book, pick a skilled narrator
Adjust your content for audio
Integrated wit...
Audible: audio book engine
!
!
Audible is an audio marketplace
Tap into the power of network
effect
Earn royalties through...
Step 5: Launch Online
Course
Udemy: online course platform!
!
Flexible pricing
Unlimited coupons
Tiered revenue model
97% of revenue if you sell your
c...
Strategies and tips for Udemy!
!
Most of your course must be under 20
min video lectures under
Include promotional video w...
Camtasia & Audacity: online course creation toolbox
!
DIY video and audio production toolbox
Use Camtasia to produce high ...
SkillShare & SkillFeed: subscription-based platforms
!
Netflix-type subscription model
Repost your Udemy course only if it...
Step 6: Repeat for your
2nd info-product
Remember: always-on
“The best way to promote your first
book is to write a second one”
The Book: SEOLike5.com

“There are multitude of resources available to
inform marketers and business owners of how
to stay...
OFFER: Get my SEO online course 50% off
50% Coupon:	

!
SEMRush	

!
IWillTeachYouSEO.com
What’s included?
50% Coupon:	

!
SEMRush	

!
IWillTeachYouSEO.com
10 years of experience and field-
testing
Over 50 Lectur...
	Content Monetization Engines: Generating Growth with Info Product Marketing
	Content Monetization Engines: Generating Growth with Info Product Marketing
	Content Monetization Engines: Generating Growth with Info Product Marketing
	Content Monetization Engines: Generating Growth with Info Product Marketing
	Content Monetization Engines: Generating Growth with Info Product Marketing
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Content Monetization Engines: Generating Growth with Info Product Marketing

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Info product marketing in 2015 is about learning new ways to distribute and monetize content so that you can reach incremental buyers and leads on platforms that offer a large number of engaged users who are there for one reason: to buy premium content. These high-growth content monetization platforms, such as Amazon Kindle, Audible or Udemy, are also ranked well in Google and have their own distribution channels. Above all, their algorithms are built in a way that rewards network effect – every additional user brings a lot of value to your business.

Matther Cappala helps you discover how to:

Differentiate your content using the ‘infotainment’ product design strategy
Design a winning info product go-to-market plan to use the ‘spider method’
Leverage high-growth content monetization platforms, such as Amazon Kindle, CreateSpace, Audible, Udemy, Skillskare, Fedora, and more
Build a long-lasting info product brand and extend it’s life-cycle by repurposing content into various formats, including Kindle, audio, and paperback books or online courses.
Scale the distribution of your info product to reach fragmented audiences on the Web
Leverage your existing platform, including website, blog traffic, and social media community to launch your info product
Build an info product funnel that fits into your overall marketing mix

Published in: Marketing
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Content Monetization Engines: Generating Growth with Info Product Marketing

  1. 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. 2. 5 Content marketing & SEO enabled me to create opportunities I wouldn’t have had otherwise The magic of content marketing
  3. 3. 6 Fast-forward to 2015: new platforms, same principles
  4. 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. 5. @SearchDecoder The New Frontier
  6. 6. Google time travel
  7. 7. Predictive search Google Plus Fast-forward to 2015
  8. 8. Today only 15% of SERP is blue links to websites
  9. 9. Boxed out by Google
  10. 10. Carousel: the new lay of the land
  11. 11. The new rules of book marketing on Google
  12. 12. Learn from the best
  13. 13. Showing up below the carousel
  14. 14. SEMRush: Google Landscape Mining
  15. 15. 20 Write ‘best book lists’ to show up
  16. 16. Amazon is the doorway
  17. 17. Showing up on Amazon
  18. 18. Smart keyword targeting
  19. 19. … ‘not’ SEO for dummies
  20. 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. 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. 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. 23. 28 Info product marketing in 2015 is about building an info product [BRAND] that can be scaled across platforms and formats @SearchDecoder
  24. 24. Consumers don’t want just information or just entertainment. They want infotainment.
  25. 25. Infotainement is the next gold rush if info products Information EntertainmentInfotainment $$$$$$ $$ The building blocks funnel of content
  26. 26. Learn from the most successful info product brands
  27. 27. Case study: Infotainment & SlideShare
  28. 28. Include calls to action to drive leads and transactions
  29. 29. How to Become a Content Monetization Machine
  30. 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. 31. Traditional info product strategy Creation Marketing Launch all at once Hope for passive income stream
  32. 32. Today, it’s about always-on compounding & distribution
  33. 33. You launch your book the day you start writing it
  34. 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. 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. 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. 37. Canva: free cover and graphic templates
  38. 38. Fiverr: Crowdsource book images for $5 ! Be very specific with what you want, provide clear instructions Leave little room for creative interpretation !
  39. 39. Opportunity for brands to tap into new users
  40. 40. image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/ ripple effect
  41. 41. Network effect
  42. 42. Sales Rank & Amazon Bestsellers ! ! Downloads Revenue / units sold Reviews ! ! ! ! !
  43. 43. Categories and taxonomy
  44. 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. 45. Step 1: Blog the Book
  46. 46. Start blogging early chapters of your book ! Drive users to Amazon pre-order page or a sign-up !
  47. 47. Leverage owned and earned media
  48. 48. Activate guest blogging at the time of launch
  49. 49. Guest blog original book parts after launch
  50. 50. Step 2: Launch Kindle Book
  51. 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. 52. Formatting for Kindle ! Kindle is available on ANY device, content is responsive ! !
  53. 53. KDP Formatting Tips ! Formatting Google docs to word doc conversion No bullet points Upload all images Rather small font Page breaks ! ! !
  54. 54. Step 3: Launch Paperback Book
  55. 55. CreateSpace: On-demand publishing ! ! Pricing depends on size, color, cover, etc Order copies at bigger discount Cover design Amazon integration ! ! !
  56. 56. GoodReads: book discovery platform
  57. 57. Step 4: Launch Audio Book
  58. 58. Audio Creation Exchange (ACX) ! ! Audition your book, pick a skilled narrator Adjust your content for audio Integrated with Amazon !
  59. 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. 60. Step 5: Launch Online Course
  61. 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. 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. 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. 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. 65. Step 6: Repeat for your 2nd info-product
  66. 66. Remember: always-on “The best way to promote your first book is to write a second one”
  67. 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. 68. OFFER: Get my SEO online course 50% off 50% Coupon: ! SEMRush ! IWillTeachYouSEO.com
  69. 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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