Content Marketing Success: Traditional Approaches versus New Techniques (InboundWriter Slides)

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InboundWriter Overview

© 2015 InboundWriter 1

Our Vision

InboundWriter predicts content traffic performance, before the content is wri7en, based on the topic and target website

Our So+ware

To simplify creating content that engages target audiences and drives superior performance

Industry Recogni6on

Our Customers •  Content Marketers: enterprises & agencies •  Launched in Sept, 2014; 55+ accounts •  CommonaliHes: content and performance

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Reality: Most Content Doesn’t Work

According to a recent report 90 percent of B2C organizations use content marketing. Yet only 34 percent of these B2C marketers consider themselves

effective. A 66 percent failure rate might work in baseball batting averages, but

boardrooms won't tolerate this level of performance for very long.


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What Drives Content Success?

Our Objectives

•  Research the specific factors that drive content performance

Our Approach

•  Identified performance drivers based on research and prevailing wisdom

•  Developed a hypothesis for each •  Observed results and measured

relationships / interdependencies

Our Scope

•  500k+ search queries •  Millions of search results •  All major search engines


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Specific Factors Are Very Important

How big is the audience for the target topic?

What are the exact terms that drive traffic to a given piece of content?

What is the likelihood that your website can be in the top 50 results for the target topic?

Does the target topic overlap with content already on the target website?

Competition

Uniqueness

Audience Size

Are you creating the type of content (e.g. news, video, text) that your audience wants?

Terms and Relevancy

Audience Intent


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Drivers Set Before Pen Hits Paper

•  Topic choice is critical to strong, consistent performance

•  Performance can be determined before pen hits paper


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‘Topics’ Versus Keywords

•  Forecasting performance drivers based on an individual, keyword-basis does not work

•  The trick: find all the terms responsible for driving traffic and the relevance (i.e. weighting) of those terms to the topic

•  With that, you can apply known methods and forecast results

Keyword-Based ‘Topic’-Based

•  IT vs Computer Science

•  30 keywords will drive traffic to this topic •  Computer Science vs Computer

Engineering, and vise versa, will drive 50% •  IT vs Computer Science will only drive 24%


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Industry-First Solution


§  InboundWriter is the only application that forecasts traffic before content is written

§  We identify –  The topics that will work –  The topics that won’t, and why

§  We suggest related topics §  We offer unique insights on

audience / conversion targeting

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Powered By Advanced Analytics


§  Our software simulates a piece of content being published

§  It uses real-time web data and 1,000s of queries for each researched topic

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Spend your time writing, not researching Test ideas quickly and with precision Save Hours

Avoid topics that will not yield results Make deliberate choices versus guesswork Know you are hitting your audience

Avoid Guesswork

Drive Results

Remove guesswork and simplify writing great content

Benefits To Writers And Editors

More content gets read and shared Less effort drives better outcomes


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Avoid investing content that has little to no chance of achieving performance objectives

Avoid Costly Mistakes

Minutes, not hours, to research No advanced, analytic skills required

Drive Efficiencies

2 to 4x traffic improvement Full visibility to audience / conversion drivers

Op6mize Performance

Content performs to expectations, 5 to 10x ROI

Business Benefits


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Case Study: Convince & Convert

•  Green / Yellow outperform Red by 4.5x (organic), 3.5x (pg views)

•  Green content –within the top 10 pages on the site after merely 6 weeks

•  G / Y vs control group

•  3.2x in organic referrals

•  2.6x in pg views


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§  20mm pg views / mo §  300 new articles / mo §  25% of content drives 85% of traffic

§ Results § Green performs 2x better than control group § Green performs >3x better than Red / Yellow

Case Study: B2C Technology Blog


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What Our Customers Say

“I have been using InboundWriter like crazy just to get my ideas flowing and it has helped a ton!.” Software Company

“I am loving Inbound Writer, it’s absolutely amazing. ” CRM Software

[after receiving topics] “That's great! I would have written on all those red topics - I love InboundWriter!” Online Blog Guide

“Really excited about the product so far. Thanks so much for your help. ” Large Online and Print Publication


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How We Engage

•  Customized demo account creation •  Initial review with InboundWriter rep Free Demo Account

•  Research / hone topics and write content •  Publish and measure impact •  Duration: 3 months

Pilot

•  Build on Pilot success; expand usage •  12 month subscription agreement Rollout

14 © 2014 InboundWriter

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To Learn More …


•  Visit www.inboundwriter.com

•  Lots of content – white papers, articles, case studies, etc.

•  Request a demo

•  www.inboundwriter.com/#contact-us

•  Special Offer: Mention ‘Boulder SEO Marketing’ and receive a free month on pilots we start in February!

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Many Thanks!


Please reach out with any questions

[email protected]

Skip Besthoff, InboundWriter

CEO

Documents

Content Marketing Success: Traditional Approaches versus New Techniques (InboundWriter Slides)