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Byron White's presentation for SES-NYC March 23rd, 2011.
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Developing GreatContent to Win the War on the Web
Byron White| Chief Idea Officer | ideaLaunchFounder | LifeTips.com | WordVision.com
SES NYC3 | 23 | 10
The Content Marketing Workflow
Content Planning
Content Optimization
Content Creation
Content Performance
Copyright 2010 by ideaLaunch. All right reserved.
10 Tips for Content Performance
1.) Develop a content marketing plan
Table of Contents
Scope of Project
Competitive Research
Customer Research
Customer Profiles
Keyword Research
Content Plan
SEO Plan
Performance Goals
Content Assets
Articles
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
WorkBooks
2.) Use free research tools
Free Research Tools
WordVision.com
SpyFu.com
Compete.com
QuantCast.com
SEOMajestic.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com
LinkVendor.com
MarketLeap.com
SEObook.com
3.) Find the hot topics and keywords
3.) Develop customer profiles for testing
ADD/ADHD Andy
In a Hurry
Reads Headlines
Snacksize Content
Bullet Points
Buy Right Now
Image Importance
Inspiration Purchase
Sophisticated Sally
Into Information
Reads Content
Deep Content
Find Print
Buy After Review
Value Importance
Informative Purchase
4.) Research the competition
Content Asset YourSite.com Competitor.comTraffic A C
PPC Spend B A
Content Portfolio B B
Content Authority C B
Publishing Frequency D C
Social Reach F D
Social Conversations F F
Testimonials A F
Partnerships B A
Internal Links C B
Inbound Links C C
SEO Strength A C
SEO Performance B A
Testing Methodology A B
SEO Plan Tips
Long Tail
Short Tail
All-Tail Universe
Golden Keywords
Weighted Keywords
Keyword Silos
Internal Links
Content Scoring
WordVision Technology
5.) Develop an SEO plan with keyword silos
6.) Score content for SEO strength
Free Scoring Tools
WordVision.com
PageStrengthTool.com
SEOContentGrader.com
WebsiteGrader.com
ideaLaunch.com
Page Grader
Content Grader
7.) Infuse you brand with great content
Authority Assets
Speaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
Informational Guides
Press Releases
Information StoryFills You Up Moves You OnFacts ActsCiting ExcitingReams DreamsPromotional EmotionalStatic DramaticCompiling CompellingFeeding the Brain Touching the HeartExpires Inspires
8.) Create stories, not just content
• New meaning that helps distinguish from the competition
• Authority tone that helps build confidence
• Insights that offer new energy, surprise and delight
• Language that connects with readers tone and style
• Lean style without the fat that gets-to-the-point
• Entertainment that lives on after the story is told
9.) Define great content
10.) Document content publishing date
Track improved listing positions
Publishing Dates# Content Assets Published Per Month
Track increased traffic from content
Track decreased user acquisition cost
Track repeat visitation and engagement
Track time-on-site for content stickiness
Track improved conversion rates
Track leads that download content assets
Track correlation of leads to sales
Byron White
ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron@ideaLaunch.com Send me a tweet with feedback on this presentation and/or an email and I’ll send you a link to a PDF version of my 101 Content Marketing Tips book recently published.
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