Grow Your Business Organically– The Content Marketing Way!<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />@...
						Chaos vs. Clarity<br />
Welcome to the content marketing revolution!<br />Forward thinking companies are starting to think like publishers– gather...
What isContent Marketing?<br />
It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br />...
And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS...
It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br...
With information they want and need<br /> Help<br /> Advice<br /> Insight<br /> Innovation<br /> Rationalization<br /> Top...
It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br />...
And finding the most efficient path to drive sales<br />Solve Problems<br />Earn Trust<br />Score Engagement<br />Qualify ...
Content Marketing is a Team Sport<br />
The Six Step Content Marketing Workflow<br />
Step 1 The Content Plan<br />How much content?<br />How frequently?<br />How good does it need to be?<br />What distributi...
The Content Plan<br />Table of Contents<br />Content Analysis<br />Keyword Research<br />Competitive Research<br />Content...
Competitive Research<br />
Content Research<br />
Content Analysis<br />
Social Media Research<br />
Social Media Analysis<br />
Keyword Research<br />
Keyword Silo Development<br />
Market Share Analysis of Keyword Silos<br />
Customer Research<br /><ul><li>Search Box. Track what prospects are looking for and what they find.
FAQs. Review what customers ask for and the language used.
Customer Service Reps. Learn the FAQsand knowledge requests.
Customers. Speak with customers and learn the wants and needs.
Analytics. Discover the source of traffic and navigational pathways.
Surveys. Ask for feedback on your content, navigation and methodology.</li></li></ul><li>Customer Personas<br />
Customer Personas<br />
Style Guide<br />
How Much? Content Recommendations<br />
Step 2 Content Creation<br />“Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drop...
Great Writers<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meaning<br /> Keep it Simple<br /> Le...
Understand Customer 2.0 Wants and Needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
 Access to Specific Things
 To connect and laugh
 Authority Advice
 Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
 Exposure to New Information
 To Laugh
 Mystery and Bravery
 Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
Enlighten, Educate and Entertain<br />Skydive Pepperell swoops landlubbers up 10,500–13,000 feet for an adrenaline-pumping...
Learn the Power of Stories <br />Great Stories			--> Solve problems<br />--> Teach us to be smart<br />--> Offer surprise ...
Learn Why Stories Get Passed On<br />
Monthly Editorial Calendars<br />
Video 											<br />Tips for Success<br />Lead Generation<br />Solve Problems<br />Video Contests<br />Case Studies<br ...
Blog 												<br />Tips for Success<br />Contributors<br />Optimization<br />Link Building<br />Lead Generation<br />K...
Resource Center						<br />Tips for Success<br />Spice up the Tone<br />Call to Action (Lead Gen)<br />Information Graphic...
Search Result Relevance<br />
Conversion Page								<br />
Web Pages (Learn More Page)													<br />Tips for Success<br />Help 10 Seconds<br />Test Form Size<br />Motivation<br...
Web Pages (Pricing Page)											<br />Tips for Success<br />Help 10 Seconds<br />Information<br />Learn More <br />Pr...
Step 3 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />...
Keyword Universe<br />
Keyword Silos<br />
Golden Keywords<br />
Low-Hanging Fruit Keywords<br />
Low-Hanging Fruit Keywords (by Silo and PPC)<br />
Low-Hanging Fruit Keywords (by Silo and Search Volume)<br />
Low-Hanging Fruit Keywords<br />
Inbound Link Popularity<br />
Keyword Maps<br />
SEO Scoring<br />
SEO Scoring<br />
Stay Away from Internal Link Building Spam									<br />
Step 4 Content Editing<br />“<br />“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”<br ...
Step 4 Content Editing<br />Tips for Success<br />Content Plans<br />New Age Style Guides<br />Daily Inspirations<br />Vie...
Thought Leadership<br />Hubspot					Inbound Marketing<br />Winning is Everything		Green Bay Packers<br />Think					IBM<br ...
Develop Thought Leadership Positions for each Silo<br />
Style Haiku<br />Haiku: Japanese 3 line poem, 17 syllables<br />Define the style and tone that delights readers<br />Ident...
Understand the sales funnel<br /><ul><li>Preliminary: Headlines, visuals, architecture and familial content.
 Investigating: Knowledge-seeking and trust-building opportunity
 Capability: Show how you solve problems and deliver on needs
 Action: Motivate sign up, download or buy</li></li></ul><li>Sample Editing<br />
Round 1<br />
Round 2<br />
Step 5 Content Distribution<br />Distribution Channels<br />On-SiteDistribution<br />Off-Site Distribution<br />
Diversify the Content Asset Portfolio<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> Printe...
On-Site Information Distribution<br />
Off-Site Information Distribution<br />
Step 6 Measure Performance All-the-Time<br />
Listing Positions<br />
Organic Traffic<br />
Content Asset Downloads<br />
Sales Influenced by Content Assets<br />
Time On Site<br />
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Grow Your Business the Content Marketing Way

  1. 1. Grow Your Business Organically– The Content Marketing Way!<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />@ByronWhite<br />DMA 2011<br />Boston<br />October 4th, 2011<br />
  2. 2. Chaos vs. Clarity<br />
  3. 3. Welcome to the content marketing revolution!<br />Forward thinking companies are starting to think like publishers– gathering ideas, developing stories and publishing information readers want and need. <br />Content Marketing <br />Team Sport<br />5 Tips to Win the War on the Web<br />The Content<br />Marketing Revolution<br />
  4. 4. What isContent Marketing?<br />
  5. 5. It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br /> Keyword Popularity<br /> Customer Service<br /> Questionnaires<br />
  6. 6. And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS Feeds<br /> Printed Books<br /> Newsletters<br /> Videos<br /> Web<br /> Widgets<br />
  7. 7. It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br />Podcasts<br />RSS Feeds<br />Social Networks<br />News<br />
  8. 8. With information they want and need<br /> Help<br /> Advice<br /> Insight<br /> Innovation<br /> Rationalization<br /> Top Tens<br /> Competitive Review<br />
  9. 9. It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br /> Segmentation Testing<br /> Geo Target Testing<br /> Usability Testing<br /> Content Testing<br />
  10. 10. And finding the most efficient path to drive sales<br />Solve Problems<br />Earn Trust<br />Score Engagement<br />Qualify Leads <br />Evaluate Intent<br />Induce Trial<br />Motivate Purchase<br />Close the Sale<br />
  11. 11. Content Marketing is a Team Sport<br />
  12. 12. The Six Step Content Marketing Workflow<br />
  13. 13. Step 1 The Content Plan<br />How much content?<br />How frequently?<br />How good does it need to be?<br />What distribution channels?<br />
  14. 14. The Content Plan<br />Table of Contents<br />Content Analysis<br />Keyword Research<br />Competitive Research<br />Content Audit<br />Content Recommendations<br />Content Samples<br />ContentTopic Ideas<br />
  15. 15. Competitive Research<br />
  16. 16. Content Research<br />
  17. 17. Content Analysis<br />
  18. 18. Social Media Research<br />
  19. 19. Social Media Analysis<br />
  20. 20. Keyword Research<br />
  21. 21. Keyword Silo Development<br />
  22. 22. Market Share Analysis of Keyword Silos<br />
  23. 23. Customer Research<br /><ul><li>Search Box. Track what prospects are looking for and what they find.
  24. 24. FAQs. Review what customers ask for and the language used.
  25. 25. Customer Service Reps. Learn the FAQsand knowledge requests.
  26. 26. Customers. Speak with customers and learn the wants and needs.
  27. 27. Analytics. Discover the source of traffic and navigational pathways.
  28. 28. Surveys. Ask for feedback on your content, navigation and methodology.</li></li></ul><li>Customer Personas<br />
  29. 29. Customer Personas<br />
  30. 30. Style Guide<br />
  31. 31. How Much? Content Recommendations<br />
  32. 32. Step 2 Content Creation<br />“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.”<br />—Gene Fowler<br />
  33. 33. Great Writers<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meaning<br /> Keep it Simple<br /> Less is More<br /> Short and Sweet<br /> Fresh Insight<br /> Results Driven<br /> Inquisitive<br /> Storytellers<br /> Journalists<br /> Researchers<br /> Socratic<br /> Optimizers<br /> Knowledge Seekers<br />Wordsmiths<br /> Deep Diggers<br /> Big Picture Thinkers<br />
  34. 34. Understand Customer 2.0 Wants and Needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
  35. 35. Access to Specific Things
  36. 36. To connect and laugh
  37. 37. Authority Advice
  38. 38. Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
  39. 39. Exposure to New Information
  40. 40. To Laugh
  41. 41. Mystery and Bravery
  42. 42. Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
  43. 43. Enlighten, Educate and Entertain<br />Skydive Pepperell swoops landlubbers up 10,500–13,000 feet for an adrenaline-pumping day of aeronautical capriciousness. Dressed in comfortable clothes, sneakers, and their autographed Batman capes, future fliers learn the intricacies of skydiving equipment from a certified expert and watch instructional videos to prep for the big leap.<br />From there, jumpers climb into a sprightly Twin Otter plane, where they are safely anchored to an experienced partner before the plane door slides open to release the pair into the blue yonder. Since the airspace caters only to skydiving excursions and novelists skywriting their latest books, patrons can free-fall comfortably through the vacant horizon at 120 mph for up to one full minute. Once the parachute deploys, tandem divers glide through the air, relishing the mountainous New England countryside for five–seven minutes. Skydive Pepperell’s manicured fields encourage a soft landing, whether it’s a slow standup, seated glide across the grass, or impromptu moonwalk.<br />
  44. 44. Learn the Power of Stories <br />Great Stories --> Solve problems<br />--> Teach us to be smart<br />--> Offer surprise and delight<br />--> Focus on “what happens next”<br />--> Introduce great characters<br /> --> Are contagious<br /> --> Engage readers<br />Sisomo by Kevin Roberts<br />
  45. 45. Learn Why Stories Get Passed On<br />
  46. 46. Monthly Editorial Calendars<br />
  47. 47. Video <br />Tips for Success<br />Lead Generation<br />Solve Problems<br />Video Contests<br />Case Studies<br />Celebrity Endorsement<br />Entertainment/Humor<br />
  48. 48. Blog <br />Tips for Success<br />Contributors<br />Optimization<br />Link Building<br />Lead Generation<br />Keyword Silos<br />White Papers<br />Cross Pollination<br />Entertainment/Humor<br />Comments/Staff<br />Images<br />
  49. 49. Resource Center <br />Tips for Success<br />Spice up the Tone<br />Call to Action (Lead Gen)<br />Information Graphics<br />Link Strategy<br />Distribution<br />Purple Papers<br />Re-Write and Re-Launch<br />Lead Generation<br />Optimize– BE FOUND<br />
  50. 50. Search Result Relevance<br />
  51. 51. Conversion Page <br />
  52. 52. Web Pages (Learn More Page) <br />Tips for Success<br />Help 10 Seconds<br />Test Form Size<br />Motivation<br />Product  Information <br />Tease Content Assets<br />Additional Interest<br />Educate/Entertain<br />
  53. 53. Web Pages (Pricing Page) <br />Tips for Success<br />Help 10 Seconds<br />Information<br />Learn More <br />Price Comparison <br />White Papers <br />Lead Generation<br />
  54. 54. Step 3 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />Market Share Timestamp<br />Content Asset Allocation<br />
  55. 55. Keyword Universe<br />
  56. 56. Keyword Silos<br />
  57. 57. Golden Keywords<br />
  58. 58. Low-Hanging Fruit Keywords<br />
  59. 59. Low-Hanging Fruit Keywords (by Silo and PPC)<br />
  60. 60. Low-Hanging Fruit Keywords (by Silo and Search Volume)<br />
  61. 61. Low-Hanging Fruit Keywords<br />
  62. 62. Inbound Link Popularity<br />
  63. 63. Keyword Maps<br />
  64. 64. SEO Scoring<br />
  65. 65. SEO Scoring<br />
  66. 66. Stay Away from Internal Link Building Spam <br />
  67. 67. Step 4 Content Editing<br />“<br />“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”<br />—Red Smith<br />
  68. 68. Step 4 Content Editing<br />Tips for Success<br />Content Plans<br />New Age Style Guides<br />Daily Inspirations<br />View Samples of Great Writing Daily<br />Define the Salesforce Content Haiku<br />Brand Infusion with Product Pollution<br />Fact Proofing<br />Technical Review<br />Legal Review<br />Engagement Testing<br />Delightful Survey’s of All Content Assets<br />
  69. 69. Thought Leadership<br />Hubspot Inbound Marketing<br />Winning is Everything Green Bay Packers<br />Think IBM<br />Fun Family Entertainment Disney<br />Save Babies March of Dimes<br />Healthy Fast Food Wendy’s<br />Kick Butt in Air and Space Air Force<br />The Art of the Start, Guy Kawasaki<br />
  70. 70. Develop Thought Leadership Positions for each Silo<br />
  71. 71. Style Haiku<br />Haiku: Japanese 3 line poem, 17 syllables<br />Define the style and tone that delights readers<br />Identify what type of content performs best<br />Modify content assets for different channels<br />Develop consistency within content assets<br />
  72. 72. Understand the sales funnel<br /><ul><li>Preliminary: Headlines, visuals, architecture and familial content.
  73. 73. Investigating: Knowledge-seeking and trust-building opportunity
  74. 74. Capability: Show how you solve problems and deliver on needs
  75. 75. Action: Motivate sign up, download or buy</li></li></ul><li>Sample Editing<br />
  76. 76. Round 1<br />
  77. 77. Round 2<br />
  78. 78. Step 5 Content Distribution<br />Distribution Channels<br />On-SiteDistribution<br />Off-Site Distribution<br />
  79. 79. Diversify the Content Asset Portfolio<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> Printed Books<br /> Tip Centers<br /> Webinars<br /> Whitepapers<br /> Widgets<br />Workbooks<br /> Video<br />
  80. 80. On-Site Information Distribution<br />
  81. 81. Off-Site Information Distribution<br />
  82. 82. Step 6 Measure Performance All-the-Time<br />
  83. 83. Listing Positions<br />
  84. 84. Organic Traffic<br />
  85. 85. Content Asset Downloads<br />
  86. 86. Sales Influenced by Content Assets<br />
  87. 87. Time On Site<br />
  88. 88. Return Visitors<br />
  89. 89. Conversion Rates<br />
  90. 90. 5 Tips to Win the War on the Web <br />
  91. 91. Tip # 1 Conversion Formula<br />Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Content: Are you earning trust with information customers want and need?<br />Usability: Is your content optimized for conversion?<br />Motivation: Do you have compellingreasonsto buy and not try the competition?<br />Incentive: Do you need any incentives, trial or reward?<br />Friction: Have you identified potential resistance and reduced the pain points?<br />Anxiety: Have you pinpointed the concerns and resolved the issues? <br />
  92. 92. Test “Feel” Words to Improve Conversion Rates<br />Employment Industry<br /> Entry Level Position<br /> Excellent Growth Opportunity<br /> Immediate Openings<br /> Leading Company Seeks<br />Growing Company Seeks<br /> Team Player<br /> Strong Interpersonal Skill<br /> Financially Motivated<br /> Annual Performance Bonus<br /> Team Environment<br />Financial Industry<br /> You’re Already Pre-Approved<br /> Cash Back Offer<br /> Be Debt-Free in Weeks<br /> Instant Financial Freedom<br /> No Annual Fee<br /> Pocket Extra Money<br />Low Introductory Rate<br /> Fast Cash<br /> Start Saving Now<br />Peace of Mind<br />
  93. 93. Test “Sell” Words to Improve Conversion Rates<br />Offers<br /> Special Offer<br /> Exclusive Offer<br /> Limited Time Offer<br /> Click Here<br /> Right Now<br /> Instant Access<br /> Instant Download<br /> Free Shipping<br /> No-Fuss Signup<br /> Easy Signup<br />Trials<br /> Free Trial<br /> First Time Trial<br /> No-Risk Trial<br /> Risk Free Trial<br /> Buy After Review<br />Test Drive<br /> Free Membership<br /> Free Subscription<br /> Join Beta Group<br /> Free Trial with Feedback<br />Motivators<br /> Free Gift<br /> Pays for Itself<br /> Limited Availability<br /> As Seen on TV<br /> Solve X <br />Stop Y<br /> All Inclusive<br /> Best Rated<br /> Tested and Proven<br /> Money-Back Guarantee<br />
  94. 94. Test Positive and Negative Sell Words<br />Positive Sell Words<br /> Persevering<br /> Efficient<br /> Hard-Driving<br /> Proactive<br /> Adaptable<br /> Responsive<br />First-rate<br /> Top-notch<br /> Highly Competent<br /> Powerful<br />Negative Sell Words<br /> Baffling<br /> Blurred<br /> Unclear<br /> Bewildering<br />Mind-Boggling<br /> Complicated<br /> Convoluted<br /> Perplexing<br /> Puzzling<br /> Mixed Up<br />
  95. 95. Tip # 2 Likes are the New Links<br />
  96. 96. Link Building: The Secret Sauce <br />I had a big beef with my boss the other day. The steak was cooked to perfection and melted in my mouth. <br />
  97. 97. Tip # 3 Sell WITHOUT selling<br />Info Content<br /> Speaking Events<br /> White Papers<br /> Webinars<br /> Podcasts<br /> Books<br /> Online Courses<br />Workbooks<br /> Press Releases<br />
  98. 98. Great Information Sells, Not the Products or Services<br />
  99. 99. Tip # 4 Develop YOUR Personal Style Guide <br />
  100. 100. Tip # 5 Free SEO Tools Help Your Content Get Found<br />Free Research Tools<br />WordVision.com<br />SpyFu.com<br />Compete.com<br />Quantcast.com<br />SEOMajestic.com<br />Raven-SEO-Tools.com<br />Tools.SEOBook.com<br />SEOToolSet.com<br />LinkVendor.com<br />MarketLeap.com<br />
  101. 101. Byron White, ideaLaunch<br />Chief Idea Officer<br />Twitter: @ByronWhite<br />Byron[at]ideaLaunch.com<br />Phone: 617-227-8800 x 201<br />“The only marketing left is content marketing.” Seth Godin<br />Free 101 Content Marketing Tips Book <br />PDF Version Visit ideaLaunch.com<br />

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