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The Content Marketing WorkFlow Masterpiece
Byron WhiteChief Idea OfficerideaLaunch
Exclusive Presentations by ByronSearch Engine Strategies NY 2011
Conversion Conference San Fran 2011
What is Great Content?
The ContentMarketing Revolution
Developing Great Content is a Team Sport
TheContent Marketing Revolution
It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Video
Web
Widgets
It’s catching readers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
News
With information they want and need
Engagement
Webinars
Workbooks
Podcasts
How Tos
Don’t Do’s
Tips and Advice
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
And finding the most efficient path to engagement and sales
The Trust Pipeline
Offer Content
Score Engagement
Identify Consideration
Confirm Intent
Induce Trial
Motivate Purchase
Gather Feedback
Developing Great Content is a Team Sport
The six step process
Step 1 Content Curation
The Content Landscape
Content Quality
Publishing Frequency
Content Quality
Quantity
Topics
Competition
Competition
Social Competition
Content Widgets and Apps
Step 2 Content Plan
What’s the Plan?
Curation Summary
Customer Research
Market Share Research
Style Guide
Content Asset Allocation
Customer Research
• Search Box. Track what prospects are looking for and what they find.
• FAQ’s. Review what customer ask for and the language used.
• Customer Service Reps. Learn the FAQ’s and 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.
Customer Research
Customer Research
Customer Research
Customer Research
Customer Research
Customer Personas
Style Guide
Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
WorkBooks
Video
Content Assets Mix
Content Asset Allocation
Information Architecture Plan
Step 3 Content Creation
Mantra
Winning is Everything Greenbay Packers
Think IBM
Fun Family Entertainment Disney
Save Babies March of Dimes
Healthy Fast Food Wendy’s
Kick Butt in Air and Space Air Force
The Art of the Start, Guy Kawasaki
Customer 2.0
Customers Needs
• Credibility, Belief and Logic
• Exposure to New Information
• To Laugh
• Mystery and Bravery
• Surprise and Delight
Content Critical by Gerry McGovern and Rob Norton
2.0 Customers Needs
• Info in a Hurry
• Access to Specific Things
• Personalization
• Authority Advice
• Relevant Content
Great Writer 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
Great 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 readers
Sisomo by Kevin Roberts
Sell WITHOUT Selling
Info Content
Speaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
WorkBooks
Press Releases
Step 4 Content Optimization
The SEO Plan
Competitive Intelligence
Keyword Research
Keyword Silos
Market Share Timestamp
Content Asset Allocation
Competitive Research
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
Performance Comparison
Public Information
Link Popularity
Website Audit
Performance Grading
Content Asset YourSite.com Competitor.com
Traffic 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
Keywords Research and Filtering
Keywords Silos
Keyword Silo Strategy
Keyword Maps for Writers
SEO Scoring for Writers
Time Stamp Publishing
Time Stamp Keyword Silo Market Share
Track SEO Performance
Step 5 Content Distribution
Distribution Channels
On-Page Testing A/B or Multivatiate
Blog
Linked In
Press Releases
PodCasts
Webinars
On-Page Testing Formula
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?
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
On-Page Testing: The Paradox of Choice
• Too many choices with the new age of micro expansion
• New rules for complex decision-making
• New meaning needs to be developed to find the best path
• New methodology needs to be formulated for big decisions
• New reward needs to surface with the right decision
The Paradox of Choice by Barry Schwartz
On-Page Testing: “Feel” words to improve conversion rates
Employment Sell Words
Entry Level Position
Excellent Growth Opportunity
Immediate Openings
Leading Company Seeks
Growing Company Seeks
Team Player
Strong Interpersonal Skill
Financially Motivated
Annual Performance Bonus
Team Environment
Financial Sell Words
You’re Already Pre-Approved
Cash Back Offer
Be Debt-Free in Weeks
Instant Financial Freedom
No Annual Fee
Pocket Extra Money
Low Introductory Rate
Fast Cash
Start Saving Now
Piece of Mind
Test “sell” words to improve conversion rates
Offers
Special Offer
Exclusive Offer
Limited Time Offer
Click Here
Right Now
Instant Access
Instant Download
Free Shipping
No-Fuss Signup
Easy Signup
Trials
Free Trial
First Time Trial
No-Risk Trial
Risk Free Trial
Buy After Review
Test Drive
Free Membership
Free Subscription
Join Beta Group
Free Trial with Feedback
Motivators
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
Test both positive and negative sell words
Negative Sell Words
Baffling
Blurred
Unclear
Bewildering
Mind-Boggling
Complicated
Convoluted
Perplexing
Puzzling
Mixed Up
Positive Sell Words
Persevering
Efficient
Hard-Driving
Proactive
Adaptable
Responsive
First-rate
Top-notch
Highly Competent
Powerful
Optimize the Content Funnel
• Preliminary: Headlines, visuals, architecture and familial content.
• Investigating: Knowledge-seeking and trust-building opportunity
• Capability: Show how you solve problems and delivers on needs
• Action: Motivate sign up, download or buy
Step 6 Content Performance
Listing Positions
Organic Traffic
Content Downloads
Sales Influenced by Content Assets
Time On Site
Return Visitors
User Acquisition Cost
Conversion Rates
Great Team. Great Plan. Great Content. Great Results.
How much? + Content Curation+ Topic Research+ Competitive Intelligence+ Link Popularity+ Market Share Value
How good? + Customer Wants and Needs+ Access to Industry Expert Writers+ Conversion Influence+ Cost for Conversion Ratio
How often?+ Competitive Publishing Frequency+ Timeliness and Contextual Relevancy+ Conversational and Contagious
“The only marketing left is content marketing.” Seth Godin
Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
Free Book Download: ideaLaunch.com
