Byron White's presentation for Search Engine Strategies, March 15th, 2011.

1. Creating Great Content is a Team Sport! Byron White Chief Idea Officer ideaLaunch Search Engine Strategy Tuesday March15, 2011 San Francisco

2. Chaos vs Clarity

3. The Content Marketing Revolution Improve Conversions Intelligently— The Content Marketing Holistic Way

4. TheContent Marketing Revolution

5. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires

6. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Video Web Widgets

7. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News

8. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice

9. 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

10. 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

11. Improve Conversions Intelligently–The ContentMarketing Way!

12. Content marketing is a six step process and you need all six!

13. Step 1 Content Curation The Content Landscape Landscape Content Quality? Distribution Channels? Publishing Frequency? Content Quality? Content Sociality? Target Audience? Content Presentation? Thought Leadership?

14. Content Curation

15. Content TopicCuration

16. Competitive Content Curation

17. Competitive Content Curation

18. Competitive Content CurationSocial

19. Competitive Content CurationWidgets and Apps

20. Competitive Content Curation Summary

21. Step 2 Content Plan What’s the Plan? Competitive Research Customer Research Market Share Research Style Guide Content Asset Allocation

23. FAQ’s. Review what customer ask for and the language used.

24. Customer Service Reps. Learn the FAQ’s and knowledge requests.

25. Customers. Speak with customers and learn the wants and needs.

26. Analytics. Discover the source of traffic and navigational pathways.

28. Customer Research

29. Customer Research

30. Customer Research

31. Customer Research

32. Customer Personas

33. Customer Personas

34. Style Guide

35. Determine the right mix of content assets. Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets WorkBooks Video

36. Content Asset

37. Information Architecture Plan

38. Step 3 Content Creation How good? + Customer Wants and Needs + Access to Industry Expert Writers + Conversion Influence + Cost for Conversion Ratio How much? + Content Curation + Topic Research + Competitive Intelligence + Link Popularity + Market Share Value How often? + Competitive Publishing Frequency +Timelyness and Contextual Relevancy + Conversational and Contagious

39. Indentify your company’s mantra as the starting point 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

41. Access to Specific Things

42. Personalization

43. Authority Advice

45. Exposure to New Information

46. To Laugh

47. Mystery and Bravery

48. Surprise and DelightContent Critical by Gerry McGovern and Rob Norton

49. Hire great writers with great 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

50. Learn how and why to tell 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

51. Learn why some stories get passed on and on

52. Create informational content that sells WITHOUT selling Info Content Speaking Events White Papers Webinars Podcasts Books Online Courses WorkBooks Press Releases

53. Step 4 Content Optimization The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation

54. Competitive Research: Lots of Free 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

55. Competitive Research

56. Competitive Research

57. Competitive Research

58. Competitive Research

59. Keywords Research and Filtering

60. Keywords Silos

61. Keyword Silo Strategy

62. Make easy for writers to optimize content for SEO

63. Make it easy for writers to score content for SEO

64. Time stamp the date you publish content

65. Time stamp the market share of your keyword silos

66. Time stamp your SEO performance in the search engines

67. Step 5 Content Distribution Distribution Channels On-Page Testing A/B orMultivatiate Blog Facebook Linked In Press Releases PodCasts Twitter Webinars

68. On-Page Testing Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) 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?

70. New rules for complex decision-making

71. New meaning needs to be developed to find the best path

72. New methodology needs to be formulated for big decisions

73. New reward needs to surface with the right decisionThe Paradox of Choice by Barry Schwartz

74. 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

75. 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

76. Test both positive and negative sell words Positive Sell Words Persevering Efficient Hard-Driving Proactive Adaptable Responsive First-rate Top-notch Highly Competent Powerful Negative Sell Words Baffling Blurred Unclear Bewildering Mind-Boggling Complicated Convoluted Perplexing Puzzling Mixed Up

78. Investigating: Knowledge-seeking and trust-building opportunity

79. Capability: Show how you solve problems and delivers on needs

81. Listing Positions

82. Organic Traffic

83. Content Downloads

84. Sales Influenced by Content Assets

85. Time On Site

86. Return Visitors

87. User Acquisition Cost

88. Conversion Rates

89. Conversion Rates

90. Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 “The only marketing left is content marketing.” Seth Godin Meatball Sunday Free Book Download: ideaLaunch.com