2011 Conversion Conference- San Fran

660 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

2011 Conversion Conference- San Fran

  1. 1. The Content Marketing WorkFlow Masterpiece<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />Exclusive Presentations by Byron<br />Search Engine Strategies NY 2011<br />Conversion Conference San Fran 2011<br />
  2. 2. What is Great Content?<br />
  3. 3. The Content<br />Marketing Revolution<br />Developing Great <br />Content is a Team Sport<br />
  4. 4. TheContent Marketing Revolution<br />
  5. 5. It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br /> Keyword Popularity<br /> Customer Service<br /> Questionnaires<br />
  6. 6. And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS Feeds<br /> Printed Books<br /> Newsletters<br /> Video<br /> Web<br /> Widgets<br />
  7. 7. It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br />Podcasts<br />RSS Feeds<br />Social Networks<br />News<br />
  8. 8. With information they want and need<br />Engagement<br />Webinars<br />Workbooks<br />Podcasts<br />How Tos<br />Don’t Do’s<br />Tips and Advice<br />
  9. 9. It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br /> Segmentation Testing<br /> Geo Target Testing<br /> Usability Testing<br /> Content Testing<br />
  10. 10. And finding the most efficient path to engagement and sales<br />The Trust Pipeline<br />Offer Content<br />Score Engagement<br />Identify Consideration<br />Confirm Intent<br />Induce Trial<br />Motivate Purchase<br />Gather Feedback<br />
  11. 11. Developing Great Content is a Team Sport<br />
  12. 12. The six step process<br />
  13. 13. Step 1 Content Curation<br />The Content Landscape<br />Content Quality<br />Publishing Frequency<br />Content Quality<br />
  14. 14. Quantity<br />
  15. 15. Topics<br />
  16. 16. Competition<br />
  17. 17. Competition<br />
  18. 18. Social Competition<br />
  19. 19. Content Widgets and Apps<br />
  20. 20. Step 2 Content Plan<br />What’s the Plan?<br />Curation Summary<br />Customer Research<br />Market Share Research<br />Style Guide<br />Content Asset Allocation<br />
  21. 21. Customer Research<br /><ul><li>Search Box. Track what prospects are looking for and what they find.
  22. 22. FAQ’s. Review what customer ask for and the language used.
  23. 23. Customer Service Reps. Learn the FAQ’s and knowledge requests.
  24. 24. Customers. Speak with customers and learn the wants and needs.
  25. 25. Analytics. Discover the source of traffic and navigational pathways.
  26. 26. Surveys. Ask for feedback on your content, navigation and methodology.</li></li></ul><li>Customer Research<br />
  27. 27. Customer Research<br />
  28. 28. Customer Research<br />
  29. 29. Customer Research<br />
  30. 30. Customer Research<br />
  31. 31. Customer Personas<br />
  32. 32. Style Guide<br />
  33. 33. Content Assets Mix<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> Printed Books<br /> Tip Centers<br /> Webinars<br /> Whitepapers<br /> Widgets<br />WorkBooks<br /> Video<br />
  34. 34. Content Asset Allocation<br />
  35. 35. Information Architecture Plan<br />
  36. 36. Step 3 Content Creation<br />
  37. 37. Mantra<br />Winning is Everything Greenbay Packers<br />Think IBM<br />Fun Family Entertainment Disney<br />Save Babies March of Dimes<br />Healthy Fast Food Wendy’s<br />Kick Butt in Air and Space Air Force<br />The Art of the Start, Guy Kawasaki<br />
  38. 38. Customer 2.0<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
  39. 39. Access to Specific Things
  40. 40. Personalization
  41. 41. Authority Advice
  42. 42. Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
  43. 43. Exposure to New Information
  44. 44. To Laugh
  45. 45. Mystery and Bravery
  46. 46. Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
  47. 47. Great Writer Characteristics<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meaning<br /> Keep it Simple<br /> Less is More<br /> Short and Sweet<br /> Fresh Insight<br /> Results Driven<br /> Inquisitive<br /> Storytellers<br /> Journalists<br /> Researchers<br /> Socratic<br /> Optimizers<br /> Knowledge Seekers<br /> Wordsmiths<br /> Deep Diggers<br /> Big Picture Thinkers<br />
  48. 48. Great Stories<br />Great Stories --> Solve problems<br />--> Teach us to be smart<br />--> Offer surprise and delight<br />--> Focus on “what happens next”<br />--> Introduce great characters<br /> --> Are contagious<br /> --> Engage readers<br />Sisomo by Kevin Roberts<br />
  49. 49. Sell WITHOUT Selling<br />Info Content<br /> Speaking Events<br /> White Papers<br /> Webinars<br /> Podcasts<br /> Books<br /> Online Courses<br />WorkBooks<br /> Press Releases<br />
  50. 50. Step 4 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />Market Share Timestamp<br />Content Asset Allocation<br />
  51. 51. Competitive Research<br />Free Research Tools<br />WordVision.com<br />SpyFu.com<br />Compete.com<br />QuantCast.com<br />SEOMajestic.com<br />Raven-SEO-Tools.com<br />Tools.SEOBook.com<br />SEOToolSet.com<br />LinkVendor.com<br />MarketLeap.com<br />
  52. 52. Performance Comparison<br />
  53. 53. Public Information<br />
  54. 54. Link Popularity<br />
  55. 55. Website Audit<br />
  56. 56. Performance Grading<br />
  57. 57. Keywords Research and Filtering<br />
  58. 58. Keywords Silos<br />
  59. 59. Keyword Silo Strategy<br />
  60. 60. Keyword Maps for Writers<br />
  61. 61. SEO Scoring for Writers<br />
  62. 62. Time Stamp Publishing<br />
  63. 63. Time Stamp Keyword Silo Market Share<br />
  64. 64. Track SEO Performance<br />
  65. 65. Step 5 Content Distribution<br />Distribution Channels<br />On-Page Testing A/B orMultivatiate<br />Blog<br />Facebook<br />Linked In<br />Press Releases<br />PodCasts<br />Twitter<br />Webinars<br />
  66. 66. On-Page Testing Formula<br />Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Info Content: Are you earning trust with information customers want and need?<br />Usability: Is your content and imagery optimized for conversion?<br />Motivation: Do you have clear reasons to buy and not try the competition?<br />Incentive: Are you offering any incentives or trial or reward?<br />Friction: Have you identified potential resistance and reduced the pain points?<br />Anxiety: Have you pinpointed the concerns and resolved the issues? <br />
  67. 67. On-Page Testing: The Paradox of Choice<br /><ul><li> Too many choices with the new age of micro expansion
  68. 68. New rules for complex decision-making
  69. 69. New meaning needs to be developed to find the best path
  70. 70. New methodology needs to be formulated for big decisions
  71. 71. New reward needs to surface with the right decision</li></ul>The Paradox of Choice by Barry Schwartz<br />
  72. 72. On-Page Testing: “Feel” words to improve conversion rates<br />Employment Sell Words<br /> Entry Level Position<br /> Excellent Growth Opportunity<br /> Immediate Openings<br /> Leading Company Seeks<br />Growing Company Seeks<br /> Team Player<br /> Strong Interpersonal Skill<br /> Financially Motivated<br /> Annual Performance Bonus<br /> Team Environment<br />Financial Sell Words<br /> You’re Already Pre-Approved<br /> Cash Back Offer<br /> Be Debt-Free in Weeks<br /> Instant Financial Freedom<br /> No Annual Fee<br /> Pocket Extra Money<br />Low Introductory Rate<br /> Fast Cash<br /> Start Saving Now<br /> Piece of Mind<br />
  73. 73. Test “sell” words to improve conversion rates<br />Offers<br /> Special Offer<br /> Exclusive Offer<br /> Limited Time Offer<br /> Click Here<br /> Right Now<br /> Instant Access<br /> Instant Download<br /> Free Shipping<br /> No-Fuss Signup<br /> Easy Signup<br />Trials<br /> Free Trial<br /> First Time Trial<br /> No-Risk Trial<br /> Risk Free Trial<br /> Buy After Review<br />Test Drive<br /> Free Membership<br /> Free Subscription<br /> Join Beta Group<br /> Free Trial with Feedback<br />Motivators<br /> Free Gift<br /> Pays for Itself<br /> Limited Availability<br /> As Seen on TV<br /> Solve X <br />Stop Y<br /> All Inclusive<br /> Best Rated<br /> Tested and Proven<br /> Money-Back Guarantee<br />
  74. 74. Test both positive and negative sell words<br />Positive Sell Words<br /> Persevering<br /> Efficient<br /> Hard-Driving<br /> Proactive<br /> Adaptable<br /> Responsive<br />First-rate<br /> Top-notch<br /> Highly Competent<br /> Powerful<br />Negative Sell Words<br /> Baffling<br /> Blurred<br /> Unclear<br /> Bewildering<br />Mind-Boggling<br /> Complicated<br /> Convoluted<br /> Perplexing<br /> Puzzling<br /> Mixed Up<br />
  75. 75. Optimize the Content Funnel<br /><ul><li>Preliminary: Headlines, visuals, architecture and familial content.
  76. 76. Investigating: Knowledge-seeking and trust-building opportunity
  77. 77. Capability: Show how you solve problems and delivers on needs
  78. 78. Action: Motivate sign up, download or buy</li></li></ul><li>Step 6 Content Performance<br />
  79. 79. Listing Positions<br />
  80. 80. Organic Traffic<br />
  81. 81. Content Downloads<br />
  82. 82. Sales Influenced by Content Assets<br />
  83. 83. Time On Site<br />
  84. 84. Return Visitors<br />
  85. 85. User Acquisition Cost<br />
  86. 86. Conversion Rates<br />
  87. 87. Great Team. Great Plan. Great Content. Great Results.<br />How much? <br />+ Content Curation<br />+ Topic Research<br />+ Competitive Intelligence<br />+ Link Popularity<br />+ Market Share Value<br />How good? <br />+ Customer Wants and Needs<br />+ Access to Industry Expert Writers<br />+ Conversion Influence<br />+ Cost for Conversion Ratio<br />How often?<br />+ Competitive Publishing Frequency<br />+ Timeliness and Contextual Relevancy<br />+ Conversational and Contagious<br />
  88. 88. Byron White, ideaLaunch<br />Chief Idea Officer<br />Twitter: @ByronWhite<br />Byron[at]ideaLaunch.com<br />Phone: 617-227-8800 x 201<br />“The only marketing left is content marketing.” Seth Godin<br />Free Book Download: ideaLaunch.com<br />

×