The document discusses tracking content performance and return on investment through metrics. It provides 10 tips for content planning, including researching keywords and competitors. It also outlines 5 essentials for quality content, such as connecting with readers and listening to customers. Finally, it lists 7 methods for measuring performance, like tracking improved search listings and increased traffic from keyword silos.

1. Tracking Content Performance and ROI BrightTalk July 14th, 2010 Byron White Carolyn McKibbin Wayne Lappas ideaLaunch.com, Inc.

2. We also offer a number of Business Solutions for clients all related to content marketing. LifeTips: Content Distribution WriterAccess: Marketplace WordVision: SEO Toolset SplitTestLab: A/B Testing

3. Great ideas. Great content. Great results.

4. Tracking Content Performance and ROI 10 Tips for Content Planning 5 Essentials for Quality Content 5 Metrics for Performance and ROI

5. 10 Tips for Content Planning

6. #1 Before you create your first word, you need a solid plan grounded in research. Content Planning Content Research/Audit Editorial Plan Customer Profiling Style Guides SEO Research/Audit Keyword Research Keyword Silos Competitive Research SEO Scoring SEO Plan Tech Research/Audit Information Design

7. #2 Expand your content asset portfolio to catch readers orbiting at high speeds. Content Assets Portfolio Articles Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets WorkBooks

8. #3 Listen-in to the conversations in the social media sphere to find the hot topics. Social Research Tools Search.Twitter.com Facebook.com/lexicon/ ThunderThimble.com TechRigy.com BlogSearch.Google.com BlogPulse.com IceRocket.com TweetDeck.com

9. #5 Use the free research tools to find the opportunity for content marketing. 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

10. #6 Evaluate how you stack up with the competition for content marketing. 3 Key Questions Content: How Much? Competitive Analysis Content Evaluation Content Products Content: How Great? Customer Needs Content Engagement Writer Experience Level Content: How Often? Publishing Frequency Testing Frequency Distribution Frequency Content Asset YourSite.com Competitor.com Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B

11. Identify your organic market share and mind share pinpoint growth opportunity?

12. SEO Plan Keyword Universe Golden Keywords Keyword Silos Internal Links PPC Price Search Volume #7 Create an SEO Plan that balances reader interest with search engine appeal.

13. #8 Select “golden” keywords for optimization, SEO scoring and ROI goals. Golden Keywords 150 Keywords Priority Weighted 1/3 Top 50-100 1/3 Top 1-50 1/3 Top >100 Keyword Silos Primary Keywords Secondary Keywords

14. #9 Make SEO content creation super-simple for writers. Category Map Hot Topic Primary Keywords Secondary Keywords

15. Also make scoring content for SEO strength easy for all your writers.

16. #10 Time stamp the date you publish content so you can track the ROI and impact.

17. The 5 Essentials of Quality Content

18. #1 Great content connects with readers and keeps them coming back for more.

19. #2 Great content tells a story that gets passed on and on and on.

20. #3 Great content is written by 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

21. #4 Great content is created by writers that listen to customers wants and needs. Listen Up Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires

22. #5 Great content achieves great results in a variety of ways.

23. 7 Methods for Performance Measurement

24. #1 Track improved monthly listing positions.

25. Also track improved monthly listing positions by keyword silos.

26. #2 Track increased traffic.

27. Also track increased traffic by keyword silo.

28. #3 Track repeat visitation.

29. #4 Track increased time-on-site.

30. # 5 Track improved conversion rates.

31. #6 Track increased leads that download content.

32. #7 Track increased sales from the leads that interact with content assets.

33. “ The only marketing left is content marketing.” Seth Godin Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 Free Book Download: ideaLaunch.com/101