The document discusses strategies for creating engaging online content that connects with readers and drives business goals. It emphasizes personalizing content for individual readers, telling compelling stories, continuously innovating and updating content, and testing content to maximize engagement and conversions. Hiring talented writers and constantly improving processes are also highlighted as important for success.

1. Content That Connects Byron White President & CEO LifeTips.com

2. Connection Connection demanded Get under my skin Inhabit my life Touch my heart

3. Connection (cont.) Search box log files Review customer FAQ’s Discuss needs with service reps Discuss needs with customers Last Resort: Keyword suggestion tools

4. Bite Size and Super Size Content Understand the paradox of choice Many choices, products and services Learn my decision making logic Feed me what I want, at the right time If the size is not right, I’ll move on

5. Bite Size and Super Size Content Create deep info for deep readers Create light info for impulsive buyers Monitor traffic patterns with analytics Create deep or light as needed

6. Personalization Showcase something that matters Make it personal to individual needs and desires Make it exclusive, limited and/or one-of-a-kind Identify the fanatics and make them happy

7. Personalization (cont.)

8. Personalization (cont.)

9. Stories Our culture thrives on stories Great stories are contagious Tune in to “what happens next” Learn how to be smart Connect with surprise and delight

10. Stories (cont.) Story Marketing: The Lost Ball Superbowl Ads: 60 second stories You Tube: Home brew video goes big Current TV: MTV meets PBS Sisomo by Kevin Roberts

11. Freshness Reasons to keep coming back Exposure to new worlds and ideas Fresh ideas turn browsers to buyers Humor and entertainment connects Surprise and delight

12. Value Find specific things Find them in a hurry Unbiased comparison Straightforward advice

13. Value (cont.) Create several paths to products/services Create shortcuts that get to what readers want Bring in 3rd party comparison content Offer “authority” insight and wisdom

14. Value (cont.) Develop a Content Haiku Every word on your web page matters Find the right words to put in the right place Test various designs and visual presentations Measure the results and the conversions variation

15. Simplicity Clarify why I should buy Tell me what is in it for me Show me what I get if I pay more Encourage me to take action

16. Credibility Brand: Enhance without compromising Awards: Target the best shows Publicity: Find the angle for a story Certifications: Recognition of experience On Demand Books: Earn authority status

17. Creativity Celebrate your products Provide rich visuals Close retail and online gap Look outside yourself or company Create something that matters

18. Innovation Stay on top of new technologies Engage new technology before your competition If it does not work, abandon it quickly If it works, make it yours

19. Innovation (cont.) Customization: Design your own shoes Search: Create your own Google Flash: No longer a SEO problem Zoom: Emulates retail experience Tools: Page Strength Tools

20. Great Writers “ Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.” — Gene Fowler

21. Talent Pool JournalismJobs.com MediaBistro.com AJR.com ( American Journalism Review ) Online news sites ( BostonWorks, Providence Journal Online, etc. ) Craigslist.org Byline articles

22. Talent Pool (cont.) Recognize the Talent Well-furnished minds and well-traversed experience Exceptional curiosity about every subject Above average wit and sense of humor Vivid imagination and powerful analytical thought

23. Define The Project Improve search engine listing positions Drive more organic traffic Encourage repeat visits Influence decision process Improve conversions rates

24. Determine The Placement Preliminary: First impressions and headline architecture Investigating: Knowledge seeking and trust building Capability: Show how products solve problems Permission: Drive action, sign up, download or buy

25. Define The Style What’s Your Point? Engage Laughter Spark a Debate Motivate and Empower Take a Stand Drama and Intensity Clever and Witty

26. Define The Style (cont.) Find Your Voice: Informational, Advertorial, Active, Passive Placement: Where on the site? First layer, second layer, etc. Visuals: Connect the content to images. Tell the story.

27. What’s Your Story? What makes your story unique? What’s your competitor’s story?

28. Establish a Mantra “ A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell or portion of a scripture containing mystical potentials.”

29. Establish a Mantra (cont.) Be All You Can Be U.S. Army Healthy Fast Food Wendy’s Save Babies March of Dimes Fun Family Entertainment Disney Think IBM Winning is Everything Green Bay Packers

30. Develop A Flawless Process Brainstorm session that uncovers the story Methodology to get under the target’s skin Nail the value proposition Clarify the call to action Research the rich keywords and scent trail Manage the feedback

31. Engage And Connect Who? What? Where? When? Why? How? Who is your target audience? What are you going to tell them? Where are you going to tell them this information? When are you going to do this? Why is it important? How is it going to matter?

32. Understand Your Readers Readers want to be able to find specific things Readers are in a hurry Readers love personalization, “it’s all about me” Readers want advice Readers want up-to-date, relevant, straightforward content

33. Implement Smart SEO Rules Create original content (no dup content issues) Clean and unique meta strategy Remember: not all links are created equally Consistent site maps and architecture Surround the link phrases with rich keywords Avoid “stuffing” keywords, readers must come first

34. Bring Science To The Art A/B split testing Track conversions Monitor traffic Perpetually Revise Track stickiness

35. Stay Fresh Freshness validates commitment Commitment is necessary for success

36. Hire The Pros “If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” — David Ogilvy