This document outlines a 6-step content marketing work flow manifesto: 1) Content curation to understand the content landscape, quality, topics and competition. 2) Content planning including customer research, personas, style guide and asset allocation. 3) Content creation focusing on stories, voices and optimizing for search and social. 4) Content optimization including keyword research, silos and competitive analysis. 5) Content distribution across blogs, social media and testing channels. 6) Analyzing content performance through organic traffic, downloads, influence on sales and more.

1. The Content Marketing Work Flow ManifestoByron WhiteChief Idea OfficerideaLaunchExclusive PresentationsSearch Engine Strategies NY 2011Conversion 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 ContentMarketing RevolutionThe Content MarketingWork 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 speedsAppletDesktopEventsInformation PortalsMobilePodcastsRSS FeedsSocial NetworksNews

9. With information they want and needEngagementWebinarsWorkbooksPodcastsHow TosDon’t Do’sTips 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 salesThe Trust PipelineOffer ContentScore EngagementIdentify ConsiderationConfirm IntentInduce TrialMotivate PurchaseGather Feedback

12. Developing Great Content is a Team Sport

13. The six step process

14. Step 1 Content CurationThe Content LandscapeContent QualityPublishing FrequencyContent Quality

15. Quantity

16. Topics

17. Competition

18. Competition

19. Social Competition

20. Content Widgets and Apps

21. Step 2 Content PlanWhat’s the Plan?Curation SummaryCustomer ResearchMarket Share ResearchStyle GuideContent Asset Allocation

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

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.

27. Surveys. Ask for feedback on your content, navigation and methodology.Customer Research

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 WidgetsWorkBooks Video

35. Content Asset Allocation

36. Information Architecture Plan

37. Step 3 Content Creation

38. MantraWinning is Everything Greenbay 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

39. Customer 2.02.0 Customers Needs Info in a Hurry

40. Access to Specific Things

41. Personalization

42. Authority Advice

43. Relevant ContentCustomers Needs Credibility, Belief and Logic

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 StoriesGreat 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

50. Sell WITHOUT SellingInfo Content Speaking Events White Papers Webinars Podcasts Books Online CoursesWorkBooks Press Releases

51. Step 4 Content OptimizationThe SEO PlanCompetitive IntelligenceKeyword ResearchKeyword SilosMarket Share TimestampContent Asset Allocation

52. Competitive ResearchFree Research ToolsWordVision.comSpyFu.comCompete.comQuantCast.comSEOMajestic.comRaven-SEO-Tools.comTools.SEOBook.comSEOToolSet.comLinkVendor.comMarketLeap.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 DistributionDistribution ChannelsOn-Page Testing A/B orMultivatiateBlogFacebookLinked InPress ReleasesPodCastsTwitterWebinars

67. On-Page Testing FormulaConversion = (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. The Paradox of Choice Too many choices with the new age of micro expansion

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