1. The Content Marketing Work Flow Manifesto Byron White Chief Idea Officer ideaLaunch Exclusive Presentations Search Engine Strategies NY 2011 Conversion Conference San Fran 2011

2. Presented at Search Engine Strategies NY and Conversion Conference San Francisco Standing Room Only!

3. What is Great Content?

4. The Content Marketing Revolution The Content Marketing Work Flow Manifesto

5. TheContent Marketing Revolution

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

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

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

9. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice

10. 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

11. And finding the most efficient path to engagement and sales The Trust Pipeline Offer Content Score Engagement Identify Consideration Confirm Intent Induce Trial Motivate Purchase Gather Feedback

12. Developing Great Content is a Team Sport

13. The six step process

14. Step 1 Content Curation The Content Landscape Content Quality Publishing Frequency Content Quality

15. Quantity

16. Topics

17. Competition

18. Competition

19. Social Competition

20. Content Widgets and Apps

21. Step 2 Content Plan What’s the Plan? Curation Summary Customer Research Market Share Research Style Guide Content Asset Allocation

23. FAQ’s. Review what customer ask for and the language used.

24. Customer Service Reps. Learn the FAQ’s and knowledge requests.

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

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

28. Customer Research

29. Customer Research

30. Customer Research

31. Customer Research

32. Customer Personas

33. Style Guide

34. Content Assets Mix Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets WorkBooks Video

35. Content Asset Allocation

36. Information Architecture Plan

37. Step 3 Content Creation

38. Mantra Winning is Everything Greenbay 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

40. Access to Specific Things

41. Personalization

42. Authority Advice

44. Exposure to New Information

45. To Laugh

46. Mystery and Bravery

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

48. Great Writer Characteristics 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

49. Great 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

50. Sell WITHOUT Selling Info Content Speaking Events White Papers Webinars Podcasts Books Online Courses WorkBooks Press Releases

51. Step 4 Content Optimization The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation

52. Competitive Research 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

53. Performance Comparison

54. Public Information

55. Link Popularity

56. Website Audit

57. Performance Grading

58. Keywords Research and Filtering

59. Keywords Silos

60. Keyword Silo Strategy

61. Keyword Maps for Writers

62. SEO Scoring for Writers

63. Time Stamp Publishing

64. Time Stamp Keyword Silo Market Share

65. Track SEO Performance

66. Step 5 Content Distribution Distribution Channels On-Page Testing A/B orMultivatiate Blog Facebook Linked In Press Releases PodCasts Twitter Webinars

67. On-Page Testing Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) Info Content: Are you earning trust with information customers want and need? Usability: Is your content and imagery optimized for conversion? Motivation: Do you have clear reasons to buy and not try the competition? Incentive: Are you offering any incentives or trial or reward? Friction: Have you identified potential resistance and reduced the pain points? Anxiety: Have you pinpointed the concerns and resolved the issues?

69. New rules for complex decision-making

70. New meaning needs to be developed to find the best path

71. New methodology needs to be formulated for big decisions

72. New reward needs to surface with the right decisionThe Paradox of Choice by Barry Schwartz

73. “Feel” Words Convert Employment Sell Words 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 Sell Words 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 Piece of Mind

74. “Sell”Words Convert 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

75. 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

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

78. Capability: Show how you solve problems and delivers on needs

80. Listing Positions

81. Organic Traffic

82. Content Downloads

83. Sales Influenced by Content Assets

84. Time On Site

85. Return Visitors

86. User Acquisition Cost

87. Conversion Rates

88. Great Team | Great Plan | Great Content | Great Results How much? + Content Curation + Topic Research + Competitive Intelligence + Link Popularity + Market Share Value How good? + Customer Wants and Needs + Access to Industry Expert Writers + Conversion Influence + Cost for Conversion Ratio How often? + Competitive Publishing Frequency + Timeliness and Contextual Relevancy + Conversational and Contagious

89. 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 Book Download: ideaLaunch.com