Info product marketing in 2015 is about learning new ways to distribute and monetize content so that you can reach incremental buyers and leads on platforms that offer a large number of engaged users who are there for one reason: to buy premium content. These high-growth content monetization platforms, such as Amazon Kindle, Audible or Udemy, are also ranked well in Google and have their own distribution channels. Above all, their algorithms are built in a way that rewards network effect – every additional user brings a lot of value to your business. Matther Cappala helps you discover how to: Differentiate your content using the ‘infotainment’ product design strategy Design a winning info product go-to-market plan to use the ‘spider method’ Leverage high-growth content monetization platforms, such as Amazon Kindle, CreateSpace, Audible, Udemy, Skillskare, Fedora, and more Build a long-lasting info product brand and extend it’s life-cycle by repurposing content into various formats, including Kindle, audio, and paperback books or online courses. Scale the distribution of your info product to reach fragmented audiences on the Web Leverage your existing platform, including website, blog traffic, and social media community to launch your info product Build an info product funnel that fits into your overall marketing mix

2. 2
10+ Years Internet Marketing & Entrepreneurship Experience
Founder of SearchDecoder.com & Alphametic
Adj. Prof at NYU
Author of Amazon-Bestselling “SEO Like I’m 5”
International Speaker, Trainer & Growth Consultant
Formerly Head of Search & Inbound Marketing (the Americas) at Lowe Profero
Results for: Western Union, Apple, LG, Prudential, Dell, Hilfiger & many Startups
!
Matthew Capala @SearchDecoder

3. 5
Content marketing & SEO enabled me to create opportunities I wouldn’t have had otherwise
The magic of content marketing

4. 6
Fast-forward to 2015: new platforms, same principles

5. 8
AGENDA
1. The new lay of the land
2. Building info product
strategy
3. Content monetization
engines
@SearchDecoder
BONUS OFFER
50% Discount on my
SEO Online Course

6. @SearchDecoder
The New Frontier

8. Google time travel

9. Predictive search
Google Plus
Fast-forward to 2015

10. Today only 15% of SERP is blue links to websites

11. Boxed out by Google

12. Carousel: the new lay of the land

13. The new rules of book marketing on Google

14. Learn from the best

15. Showing up below the carousel

16. SEMRush: Google Landscape Mining

17. 20
Write ‘best book lists’ to show up

18. Amazon is the doorway

19. Showing up on Amazon

20. Smart keyword targeting

21. … ‘not’ SEO for dummies

22. !
Optimize your book Title and description with targeted keywords
SEO Like I’m 5: The Ultimate Beginner’s Guide to Search Engine Optimization
99 SEO Tools for 99 Cents
MerchantWords & Soovle: Amazon Keyword Research

23. #1 Amazon
#2 Amazon
#3 Social
#4 Social
#5 Blog
#7 Udemy
#8 Podcast
#9 GoodReads
#10 HufPost
#6 Blog
Info product marketing in 2015 is about distribution

24. image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/
idea
ripple effect

25. 28
Info product
marketing in 2015 is
about building an info
product [BRAND] that
can be scaled across
platforms and formats
@SearchDecoder

26. Consumers don’t want just
information or just entertainment.
They want infotainment.

27. Infotainement is the next gold rush if info products
Information EntertainmentInfotainment
$$$$$$ $$
The building blocks funnel of content

28. Learn from the most successful info product brands

29. Case study: Infotainment & SlideShare

30. Include calls to action to drive leads and transactions

31. How to Become a
Content Monetization
Machine

32. Tons of Free ContentYou Could Charge For
Converting Traffic into Audience & Community
Ebooks,Webinars, Events for Lead Generation
Small Price Products (Kindle, Books)
Higher Price Products (Online Courses)
Services (Paid Speaking,Training, Consulting)
80%
10%
5%
4%
0.9%
0.1%
$
$$
$$$$$$
The building blocks of content monetization funnel

33. Traditional info product strategy
Creation
Marketing
Launch all at once
Hope for passive income stream

34. Today, it’s about always-on compounding & distribution

35. You launch your book the day you start writing it

36. The Spider Method: build info products w/ a built-in users
!
Start with the end goal
Work backwards
Book table of contents = editorial
calendar = workshop/webinar =
online training
!

37. Play to your strengths
1. Book Outline
2. Blogging
3. Book
4. Deck
5. Online Course
1. Deck
2. Online Course
3. Book Outline
4. Transcribe videos
5. Blogging
6. Book
Writer Presenter

38. Notes on content
1. Credible testimonials
2. Personal stories
3. Examples
4. Tips & strategies
5. Case studies
6. In-text resources
7. Online resources
8. Interviews & quotes
9. Calls to action
10. Bonus offers

39. Canva: free cover and graphic templates

40. Fiverr: Crowdsource book images for $5
!
Be very specific with what you want, provide clear instructions
Leave little room for creative interpretation
!

41. Opportunity for brands to tap into new users

42. image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/
ripple effect

43. Network effect

44. Sales Rank & Amazon Bestsellers
!
!
Downloads
Revenue / units sold
Reviews
!
!
!
!
!

45. Categories and taxonomy

46. How to optimize for content monetization engines
User Growth
Product Use
Revenue
Reviews
Free offer during launch, attract early users at all cost
Encourage product usage through message boards and content
Drive revenue to the platforms
Get legitimate reviews

47. Step 1: Blog the Book

48. Start blogging early chapters of your book
!
Drive users to Amazon pre-order page or a sign-up
!

49. Leverage owned and earned media

50. Activate guest blogging at the time of launch

51. Guest blog original book parts after launch

52. Step 2: Launch Kindle
Book

53. Kindle Direct Publishing (KDP)
56
!
!
35% - 70% on Kindle book sales
depending on pricing model and content
$10 is maximum you can charge
!
!
!
!
!
!
KDP Select
90-day commitment on exclusivity
Free for up to 5 days
Countdown: price promotion
!
!

54. Formatting for Kindle
!
Kindle is available on ANY device, content is responsive
!
!

55. KDP Formatting Tips
!
Formatting
Google docs to word doc
conversion
No bullet points
Upload all images
Rather small font
Page breaks
!
!
!

56. Step 3: Launch
Paperback Book

57. CreateSpace: On-demand publishing
!
!
Pricing depends on size,
color, cover, etc
Order copies at bigger
discount
Cover design
Amazon integration
!
!
!

58. GoodReads: book discovery platform

59. Step 4: Launch Audio
Book

60. Audio Creation Exchange (ACX)
!
!
Audition your book, pick a skilled narrator
Adjust your content for audio
Integrated with Amazon
!

61. Audible: audio book engine
!
!
Audible is an audio marketplace
Tap into the power of network
effect
Earn royalties through Audible
and Amazon integration
!
!
!
!

62. Step 5: Launch Online
Course

63. Udemy: online course platform!
!
Flexible pricing
Unlimited coupons
Tiered revenue model
97% of revenue if you sell your
course
50% if Udemy sells
25% if Udemy affiliate sells
50% Off Coupon to Get my
Udemy SEO Training: SEMRush
(redeem at IWillTeachYouSEO.om)
!
!

64. Strategies and tips for Udemy!
!
Most of your course must be under 20
min video lectures under
Include promotional video with
testimonials
Market the course with coupons
Offer your course for free to bloggers to
review
Encourage your students to engage on
discussion board and complete the
course
!

65. Camtasia & Audacity: online course creation toolbox
!
DIY video and audio production toolbox
Use Camtasia to produce high quality videos and screencasts
Use Audacity to remaster the audio

66. SkillShare & SkillFeed: subscription-based platforms
!
Netflix-type subscription model
Repost your Udemy course only if it wouldn't devalue its price, otherwise…
Cut your Udemy course to smaller pieces and repost

67. Step 6: Repeat for your
2nd info-product

68. Remember: always-on
“The best way to promote your first
book is to write a second one”

69. The Book: SEOLike5.com
“There are multitude of resources available to
inform marketers and business owners of how
to stay up to date with marketing, but one
that’s well worth read is SEO Like I’m 5 by
Matthew Capala” - THE HUFFINGTON POST
!
Top 10 Best Marketing Books to Give as a
Gift - SmallBussinessTrends.com
!
!
!

70. OFFER: Get my SEO online course 50% off
50% Coupon:
!
SEMRush
!
IWillTeachYouSEO.com

71. What’s included?
50% Coupon:
!
SEMRush
!
IWillTeachYouSEO.com
10 years of experience and field-
testing
Over 50 Lectures and 6.5h of Video
Lifetime Access, No Limit!
30 Day Money Back Guarantee!
Hundreds of field-tested SEO
strategies, tools, and tricks
Accessible Anytime on Any Device
!
!