Creating Great Content is a Team Sport discusses content marketing as a six step process. It involves 1) curating content from competitors, 2) creating a content plan based on customer research, 3) creating informative content without direct sales pitches, 4) optimizing content for search engine optimization and distribution channels, 5) testing different distribution channels and content elements, and 6) analyzing the performance of content assets. The overall message is that content marketing requires focusing on customers, testing, and analyzing metrics to improve engagement and conversions.

1. Creating Great Content is a Team Sport!Byron WhiteChief Idea OfficerideaLaunchSearch Engine StrategyTuesday March15, 2011San Francisco

2. Chaos vs Clarity

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

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 speedsAppletDesktopEventsInformation PortalsMobilePodcastsRSS FeedsSocial NetworksNews

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

11. Improve Conversions Intelligently–The ContentMarketing Way!

12. Content marketing is a six step process and you need all six!

13. Step 1 Content CurationThe Content Landscape LandscapeContent Quality?Distribution Channels?Publishing Frequency?Content Quality?Content Sociality?Target Audience?Content Presentation?Thought Leadership?

14. Content Curation

15. Content TopicCuration

16. Competitive Content Curation

17. Competitive Content Curation

18. Competitive Content CurationSocial

19. Competitive Content CurationWidgets and Apps

20. Competitive Content Curation Summary

21. Step 2 Content PlanWhat’s the Plan?Competitive ResearchCustomer 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. Customer Personas

34. Style Guide

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

36. Content Asset

37. Information Architecture Plan

38. Step 3 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+Timelyness and Contextual Relevancy+ Conversational and Contagious

39. Indentify your company’s mantra as the starting point Winning 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

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

41. Access to Specific Things

42. Personalization

43. Authority Advice

44. Relevant ContentCustomers Needs Credibility, Belief and Logic

45. Exposure to New Information

46. To Laugh

47. Mystery and Bravery

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

49. 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

50. 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

51. Learn why some stories get passed on and on

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

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

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

55. Competitive Research

56. Competitive Research

57. Competitive Research

58. Competitive Research

59. Keywords Research and Filtering

60. Keywords Silos

61. Keyword Silo Strategy

62. Make easy for writers to optimize content for SEO

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

64. Time stamp the date you publish content

65. Time stamp the market share of your keyword silos

66. Time stamp your SEO performance in the search engines

67. Step 5 Content DistributionDistribution ChannelsOn-Page Testing A/B orMultivatiateBlogFacebookLinked InPress ReleasesPodCastsTwitterWebinars

68. 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?

69. On-Page Testing: The Paradox of Choice Too many choices with the new age of micro expansion

70. New rules for complex decision-making

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

72. New methodology needs to be formulated for big decisions

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

74. On-Page Testing: “Feel” words to improve conversion ratesEmployment Sell Words Entry Level Position Excellent Growth Opportunity Immediate Openings Leading Company SeeksGrowing Company Seeks Team Player Strong Interpersonal Skill Financially Motivated Annual Performance Bonus Team EnvironmentFinancial Sell Words You’re Already Pre-Approved Cash Back Offer Be Debt-Free in Weeks Instant Financial Freedom No Annual Fee Pocket Extra MoneyLow Introductory Rate Fast Cash Start Saving Now Piece of Mind

75. Test “sell” words to improve conversion ratesOffers Special Offer Exclusive Offer Limited Time Offer Click Here Right Now Instant Access Instant Download Free Shipping No-Fuss Signup Easy SignupTrials Free Trial First Time Trial No-Risk Trial Risk Free Trial Buy After ReviewTest Drive Free Membership Free Subscription Join Beta Group Free Trial with FeedbackMotivators 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

76. Test both positive and negative sell wordsPositive Sell Words Persevering Efficient Hard-Driving Proactive Adaptable ResponsiveFirst-rate Top-notch Highly Competent PowerfulNegative Sell Words Baffling Blurred Unclear BewilderingMind-Boggling Complicated Convoluted Perplexing Puzzling Mixed Up

77. Optimize content for the wide funnelPreliminary: Headlines, visuals, architecture and familial content.

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

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

80. Action: Motivate sign up, download or buyStep 6 Content Performance

81. Listing Positions

82. Organic Traffic

83. Content Downloads

84. Sales Influenced by Content Assets

85. Time On Site

86. Return Visitors

87. User Acquisition Cost

88. Conversion Rates

89. Conversion Rates

90. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.comPhone: 617-227-8800 x 201“The only marketing left is content marketing.” Seth Godin Meatball SundayFree Book Download: ideaLaunch.com