Byron White's speaking presentation for Conversion Conference in Washington D.C., October 5th, 2010.

1. Content Optimization for Conversion Byron White Chief Idea Officer ideaLaunch Conversion Conference Tuesday October 5th, 2010

2. 10 Tips for content optimization and conversion How do I optimize content and improve conversions? What is the new content asset portfolio? How is content marketing different? What is content marketing?

3. What is Content Marketing?

10. How is content marketing different?

12. Content marketing pushes content out that people want and need.

14. Content marketing talks WITH customers offering information on what they need.

15. Traditional marketing puts the company in the center of the marketing formula.

16. Content marketing puts the customer in the center of the marketing formula.

19. What’s the new content asset portfolio? And why do I need it?

31. How does content marketing drive conversion and sales?

32. The 5 Steps to Content Marketing Success

33. The Content planning process involves deep analysis of your existing content, competition and organic market share in the search engines. Market Share Reports SEO Page Grader Keyword Performance Reports

34. Content planning services offer evaluation of published content, competition and performance in the search engines, with delivery of essential reports and plans.

35. The plans drive develop strategy for content asset selection, creation, optimization and testing: How much content? How often to publish? How can content be used to motivate conversion?

36. Content is created to specification by expert writers with a passion in your industry that work in tandem with in-house Editors and SEO Specialists.

37. Content needs to be optimized with technology like WordVision, a revolutionary toolset that scores SEO strength by Keyword Silos and tracks the impact of content you publish. Content SEO Scoring

38. Content needs to be distributed to Google News, PR Web, WordPress, Joomla, Drupal, DistributeYourArticles and more to get the words out and links in. Distribute Articles to LifeTips with Links to Your Site

39. Experiment 1 Original Page Experiment 2 The content assets that you create can now become for lead generation and conversion experiments with information at the center of your brand.

40. Content performance measurement and ROI delivery from content marketing are measured in a variety of ways.

41. Track improved monthly listing positions impacted by published content.

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

43. Track overall increased traffic impacted from monthly article marketing.

44. Also track increased traffic by keyword silos.

45. Track increases in time-on-site and conversion rate increase influenced by those quality content pages.

46. Track repeat visitation and conversion increases from repeat visitors.

47. Track increased leads from content asset downloads.

48. Track increased sales from leads that interacted with content assets and offers.

49. Track overall decreased user acquisition cost for content marketing investment.

50. And of course, track improved conversion rates from landing page optimization tests and experiments with and without content asset influence. Case Study: 31% conversion rate improvement

51. 10 Tips for Content Optimization and Conversion enhancement

62. Drop off your card with me after the presentation, and get my 101 Content Marketing Tips book and/or PDF version if I run out. In a Hurry? Send a Tweet to @ByronWhite with comments on the presentation and I’ll send you a link to download a PDF version of the book and a link to download this deck.

63. “ The only marketing left is content marketing.” Byron White Chief Idea Officer ideaLaunch Twitter: @ByronWhite Email: Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 “ Learn the content wants and needs of your customers, THEN develop the tests and experiments to improve conversion rates.” Seth Godin Meatball Sunday