This document outlines a proven 6-step methodology for improving conversions through effective content marketing. The 6 steps are: 1) Content planning through competitive and customer research. 2) Content creation by hiring great writers. 3) Content optimization including SEO and keyword research. 4) Content editing to ensure brand messaging. 5) Content distribution through on and off-site channels. 6) Content performance testing to improve conversions. Key aspects include applying a conversion formula, testing different sell words, and using a proven workflow to intelligently improve conversions through content.

1. The Proven Methodology to Improve Conversions!Byron WhiteChief Idea OfficerideaLaunchInternet Marketing ClubWednesday August 31, 201110 Golden Rules

2. Content Marketing Chaos vs. Clarity

3. The ContentMarketing RevolutionImprove Conversions Intelligently—The Content Marketing Way

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 speedsAppletDesktopEventsInformation PortalsMobilePodcastsRSS FeedsSocial NetworksNews

8. With information they want and needLove It Metrics Downloads Time on Site Repeat Visitation Send to Friend Post to Network Link to Page

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 engagement and salesThe Trust PipelineScore EngagementQualify Lead Evaluate IntentInduce TrialMotivate PurchaseGet the SaleCorrelate Assets to Sale

11. Improve Conversions Intelligently– The Content Marketing Way!

12. A Sneak Peak at the Conversion FormulaConversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)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, trial or reward?Friction: Have you identified potential resistance and reduced the pain points?Anxiety: Have you pinpointed the concerns and resolved the issues?

13. The Six Step Content Marketing Process and Workflow

14. Step 1 Content PlanningWhat’s in the ContentPlan?Competitive ResearchCustomer ResearchMarket Share ResearchStyle GuideContent Asset AllocationWhy create a Content Plan?How much content?How frequently?How good is it?What distribution channels?

15. Competitive Research

16. Content Asset and Topic Research

17. Competitive Quantity, Frequency and Quality

18. Competitive Social Research

19. Widgets and Apps Research

20. Research Summary

21. Customer ResearchSearch Box. Track what prospects are looking for and what they find.

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

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

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

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

26. Surveys. Ask for feedback on your content, navigation and methodology.Customer Personas

27. Customer Personas

28. Style Guide

29. Step 2 Content CreationHow good? + Customer Wants and Needs+ Access to Industry Expert Writers+ Conversion Influence+ Cost for Conversion RatioHow much? + Content Curation+ Topic Research+ Competitive Intelligence+ Link Popularity+ Market Share ValueHow often?+ Competitive Publishing Frequency+ Timeliness and Contextual Relevancy+ Conversational and Contagious

30. Indentify your company’s mantra as the starting point Winning is Everything Green Bay PackersThink IBMFun Family Entertainment DisneySave Babies March of DimesHealthy Fast Food Wendy’sKick Butt in Air and Space Air ForceThe Art of the Start, Guy Kawasaki

31. Get in tune with customer 2.0 wants and needs2.0 Customers Needs Info in a Hurry

32. Access to Specific Things

33. Personalization

34. Authority Advice

35. Relevant ContentCustomers Needs Credibility, Belief and Logic

36. Exposure to New Information

37. To Laugh

38. Mystery and Bravery

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

40. Hire great writers with great 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

41. Learn how and why to tell 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 readersSisomo by Kevin Roberts

42. Learn why some stories get passed on and on

43. Create informational content that sells WITHOUT sellingInfo Content Speaking Events White Papers Webinars Podcasts Books Online CoursesWorkbooks Press Releases

44. Step 3 Content OptimizationThe SEO PlanCompetitive IntelligenceKeyword ResearchKeyword SilosMarket Share TimestampContent Asset Allocation

45. Competitive Research: Lots of Free ToolsFree Research ToolsWordVision.comSpyFu.comCompete.comQuantcast.comSEOMajestic.comRaven-SEO-Tools.comTools.SEOBook.comSEOToolSet.comLinkVendor.comMarketLeap.com

46. Competitive Research

47. Competitive Research

48. Competitive Research

49. Competitive Research

50. Keyword Research and Filtering

51. Keyword Silos

52. Keyword Silo Strategy

53. Make easy for writers to optimize content for SEO

54. Make it easy for writers to score content for SEO

55. Time stamp the date you publish content

56. Time stamp the market share of your keyword silos

57. Time stamp your SEO performance in the search engines

58. Step 4 Content EditingAdvanced Editing ProcessContent PlansTopic Research Style GuidesWriter SamplingEditorial RevisionsContent HaikuBrand InfusionFact ProofingTechnical ReviewLegal ReviewEngagement TestingDelightful Verification

59. Great Editors are required to develop great content “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“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”—Red Smith

60. Great Editors know how to craft an engaging story

61. Great Editors find your company’s Haiku and distinct voiceHaiku: Japanese 3 line poem, 17 syllablesDefine the style and tone that delights readersIdentify what type of content performs bestModify content assets for different channelsDevelop consistency within content assets

62. Great Editors understand the sales funnelPreliminary: Headlines, visuals, architecture and familial content.

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

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

65. Action: Motivate sign up, download or buyStep 5 Content DistributionDistribution ChannelsOn-SiteDistributionOff-Site Distribution

66. Determine the right mix of content assets Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers WidgetsWorkbooks Video

67. On-Site distribution architecture with cross pollination

68. Off-Site distribution gets the words out and traffic in

69. Step 6 Content Performance

70. Listing Positions