This document outlines a six step process for developing great content as a team sport: 1) Content curation to understand the content landscape and opportunities. 2) Creating a content plan including customer research and personas. 3) Content creation focusing on great stories and selling without selling. 4) Content optimization including SEO and competitive research. 5) Content distribution testing across multiple channels. 6) Analyzing content performance metrics like traffic, downloads, and sales influence to improve results. Developing great content is both an art of understanding customer needs and a science of compelling delivery to efficiently drive engagement and sales.

1. Developing Great Content Byron White Chief Idea Officer ideaLaunch Search Engine Strategy March Madness New York

2. What is Great Content?

3. The Content Marketing Revolution Developing Great Content is a Team Sport

4. TheContent Marketing Revolution

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 Video Web Widgets

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

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

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 sales The Trust Pipeline Offer Content Score Engagement Identify Consideration Confirm Intent Induce Trial Motivate Purchase Gather Feedback

11. Developing Great Content is a Team Sport

12. The six step process

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

14. Quantity

15. Topics

16. Competition

17. Competition

18. Social Competition

19. Content Widgets and Apps

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

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

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

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

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

27. Customer Research

28. Customer Research

29. Customer Research

30. Customer Research

31. Customer Personas

32. Style Guide

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

34. Content Asset Allocation

35. Information Architecture Plan

36. Step 3 Content Creation

37. 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

39. Access to Specific Things

40. Personalization

41. Authority Advice

43. Exposure to New Information

44. To Laugh

45. Mystery and Bravery

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

47. 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

48. 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

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

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

51. 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

52. Performance Comparison

53. Public Information

54. Link Popularity

55. Website Audit

56. Performance Grading

57. Keywords Research and Filtering

58. Keywords Silos

59. Keyword Silo Strategy

60. Keyword Maps for Writers

61. SEO Scoring for Writers

62. Time Stamp Publishing

63. Time Stamp Keyword Silo Market Share

64. Track SEO Performance

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

66. 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?

68. New rules for complex decision-making

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

70. New methodology needs to be formulated for big decisions

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

72. On-Page Testing: “Feel” words to improve conversion rates 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

73. Test “sell” words to improve conversion rates 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

74. Test both 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

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

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

79. Listing Positions

80. Organic Traffic

81. Content Downloads

82. Sales Influenced by Content Assets

83. Time On Site

84. Return Visitors

85. User Acquisition Cost

86. Conversion Rates

87. 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

88. 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