Grow Your Business Organically– The Content Marketing Way!

Byron WhiteChief Idea OfficerideaLaunch@ByronWhite

DMA 2011Boston

October 4th, 2011

Chaos vs. Clarity

The ContentMarketing Revolution

Content Marketing Team Sport

5 Tips to Win the War on the Web

Welcome to the content marketing revolution!

Forward thinking companies are starting to think like publishers– gathering ideas, developing stories and publishing information readers want and need.

What isContent Marketing?

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 Videos 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

Help Advice Insight Innovation Rationalization Top Tens Competitive Review

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 drive sales

Solve Problems

Earn Trust

Score Engagement

Qualify Leads

Evaluate Intent

Induce Trial

Motivate Purchase

Close the Sale

Content Marketing is a Team Sport

The Six Step Content Marketing Workflow

Step 1 The Content Plan

How much content?How frequently?How good does it need to be?What distribution channels?

The Content Plan

Table of ContentsContent Analysis

Keyword Research

Competitive Research

Content Audit

Content Recommendations

Content Samples

Content Topic Ideas

Competitive Research

Content Research

Salesforce HubSpot Google App

EngineYammer SugarCRM RightNow Amazon EC2

0

1000

2000

3000

4000

5000

6000

5482

2488

1422

1079883 813

137

Total Content Assets

Content Analysis

Blog

Web P

ageVide

o

XML Fee

d

Regist

ration

Pag

e

Scrolle

r

Article

White P

aper

Usage

Guid

e

Custom

er Tes

timon

ials

Case S

tudy

Use C

ase

Press R

eleas

e

Pricing

Pag

e

Succe

ss S

tory

Form News

Course

Cata

log

Releas

e Note

sSlid

es

Data S

heet

FAQ

Webina

rTips

Analys

t Res

earch

Study G

uide

Report

sForm

Sitemap

Calcula

tor

Imple

mentat

ion G

uide

Infog

raphic

0

500

1000

1500

2000

2500

2223

888

429 416

229 211 179114 107 106 101 54 52 47 47 38 38 30 27 26 25 22 20 12 11 8 6 5 4 3 2 2

Total Content Assets

Social Media Research

Oracle SAP Salesforce Microsoft Dynamics

CRM

Netsuite Sugar CRM0

1000

2000

3000

4000

5000

6000

7000

8000

9000

29452461

8093

11661751

1045

Social Media Publishing Volume

Social Media Analysis

Oracle SAP Salesforce Microsoft Dynamics

CRM

Netsuite Sugar CRM0

50000

100000

150000

200000

250000

300000

257898

150286

123369

21582 14665 4530

Social Media Fan BaseCustomer Relationship Management

Keyword Research

Final Keyword Lists Keyword CountKeyword Universe 3,613Golden Keywords 312

Low-Hanging Fruit Keywords 467Top 100 PPC Keywords 100

Top 100 Search Volume Keywords 100

Pulled Keywords Duplicates Discovered After Duplicates Removed

Universe 1,000

10,000

100,000

1,000,000

156,582

11,590

138,272

3,613

Keyword Research

Keyword Silo Development

0

100

200

300

400

500

600

700

Keyword Distribution by Product Silo

Application Development

Cloud Computing

Contact Management

CRM Enterprise Collaboration

IT Help Desk Social Media Management

0

100

200

300

400

500

600

700

Keyword Distribution by Topic Silo

Market Share Analysis of Keyword Silos

Keyword Silo Salesforce Market ShareContact Management 31%

Sales Cloud 28%XXXX 26%

Cloud Computing 25%CCCCc 22%

Service Cloud 22%CRM 21%

IT Help Desk 20%XXXX 13%

Application Development 11%Enterprise Collaboration 10%

YYYYY 8%XXXX 7%

Social Media Management 5%

Customer Research

• 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 FAQs 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 Personas

Customer Personas

Style Guide

How Much? Content Recommendations

Blogs Articles Whitepapers eBooks Case Study0

500

1,000

1,500

2,000

2,500

3,000

3,500

Asset Recommendations

Recommended AssetsExisting Assets

Step 2 Content Creation

“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.”—Gene Fowler

Great Writers

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

Understand Customer 2.0 Wants and Needs

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

• To connect and laugh

• Authority Advice

• Relevant Content

Enlighten, Educate and EntertainSkydive 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.

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.

Learn the Power of 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

Learn Why Stories Get Passed On

Information A StoryFills You Up Moves You OnFacts ActsCiting ExcitingReams DreamsPromotional EmotionalStatic DramaticCheck lists Casts of CharactersCompiling CompellingAnnotated AnimatedFeeding the Brain Touching the HeartExpires Inspires

Monthly Editorial Calendars

Video

Tips for SuccessLead Generation

Solve Problems

Video Contests

Case Studies

Celebrity Endorsement

Entertainment/Humor

Blog Tips for Success

Contributors

Optimization

Link Building

Lead Generation

Keyword Silos

White Papers

Cross Pollination

Entertainment/Humor

Comments/Staff

Images

Resource Center

Tips for SuccessSpice up the Tone

Call to Action (Lead Gen)

Information Graphics

Link Strategy

Distribution

Purple Papers

Re-Write and Re-Launch

Lead Generation

Optimize– BE FOUND

Search Result Relevance

Conversion Page

Web Pages (Learn More Page)

Tips for SuccessHelp 10 Seconds

Test Form Size

Motivation

Product Information

Tease Content Assets

Additional Interest

Educate/Entertain

Web Pages (Pricing Page)

Tips for SuccessHelp 10 Seconds

InformationLearn More Price Comparison White Papers Lead Generation

Step 3 Content Optimization

The SEO PlanCompetitive Intelligence

Keyword Research

Keyword Silos

Market Share Timestamp

Content Asset Allocation

Keyword Universe

List Name Keyword CountKeyword Universe 3,613Golden Keywords 312

Low-Hanging Fruit Keywords 467Top 100 PPC Keywords 100

Top 100 Search Volume Keywords 100

Sales

Cloud

Jigsaw

Servic

e Cloud

Remed

yForce

Chatter

Radian

6

Force

.com

Cloud Computing CRM

Contact M

anage

ment

Socia

l Med

ia Man

agemen

t

Enter

prise C

ollaborati

on

IT Help

Desk

Application Deve

lopment

0

100

200

300

400

500

600

700 643

296

531

317 289 286

448

341

573 540

390325

408

571

Keyword Count per Silo

Keyword Silos

Cloud Computing CRM

Contact M

anage

ment

Socia

l Med

ia Man

agem

ent

Enter

prise C

ollaborati

on

IT Help

Desk

Application Dev

elopmen

t 0

20406080

100120140

3955 49

25 3144

32

7584

123

829

6149

1

32 24

0 1

30

53 11 10 5 419 17

Hot Topic Keyword Silos

GoldenLow FruitTop PPCTop SV

Golden Keywords

business software applications

business contact

lead tracking

enterprise application integration

communication and collaboration

help desk ticketing software

application development tools

enterprise collaboration software

tech support

collaboration software

help desk support software

application integration

enterprise application development

support desk software

lead tracking software

online help desk software

small business crm software

$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00

$10.02

$10.42

$10.71

$11.33

$11.90

$11.98

$12.54

$13.63

$14.72

$14.73

$14.97

$15.50

$17.87

$23.80

$24.20

$26.11

$26.82

High-Priority Golden Keywords

PPC

Low-Hanging Fruit Keywords

help desk software solutionsfree crm software

contact manager emailsmall business crm software

contact relationship managemententerprise crm solutions

it help desk softwaresoftware sales leadshelp desk software

help desk software solutiononline customer support software

web customer service softwarecustomer contact management

enterprise crm softwarecrm management softwarecontact data management

contact center applicationsemail customer service software

$0.00$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

$45.00

$25.11$25.55$26.30$26.82$26.89$27.04$27.46$27.91

$29.58$29.86

$33.38$33.59$34.02$34.03$34.68

$36.10$37.32

$40.99

High-Priority Low-Hanging Fruit

PPC

Low-Hanging Fruit Keywords (by Silo and PPC)

Low-Hanging Fruit Keywords (by Silo and Search Volume)

Low-Hanging Fruit Keywords

cloud platformssupport solutions

customer relationship crmapplication help desk

customer services managementprocess management software

business contactscall center analytics

crm management softwarecrm package

remedy help desksales engineer

services of cloud computingtracking leads

application developmentcloud app

enterprise collaboration softwareit service supportlead management

project management crmsales systems

service desk itadvantages of cloud computing

application integrationbusiness contact software

business management process software

-25-20-15-10-50

-21-7

-6-5

-4-4

-3-3-3-3-3-3-3-3

-2-2-2-2-2-2-2-2

-1-1-1-1

Positions Lost in Last Month

Positions

Inbound Link Popularity

Microsoft Azure

Microsoft Sharepoint

SugarCRM

Microsoft Dynamics

Google App Engine

Yammer

RightNow

SAP

Salesforce

HubSpot

Jive Software

Amazon Web Services

Netsuite

Oracle

Zendesk

1 100 10000 1000000 100000000

53

65,048

111,575

114,643

128,046

430,345

443,521

726,165

777,954

795,935

1,249,959

2,588,883

2,785,574

4,989,204

30,982,286

Inbound Links

Keyword Maps

SEO Scoring

SEO Scoring

Stay Away from Internal Link Building Spam

Step 4 Content Editing

““There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”—Red Smith

Step 4 Content Editing

Tips for SuccessContent Plans

New Age Style Guides

Daily Inspirations

View Samples of Great Writing Daily

Define the Salesforce Content Haiku

Brand Infusion with Product Pollution

Fact Proofing

Technical Review

Legal Review

Engagement Testing

Delightful Survey’s of All Content Assets

Thought Leadership

Hubspot Inbound Marketing

Winning is Everything Green Bay 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

Develop Thought Leadership Positions for each Silo

Application Development

Cloud Computing

Contact Management

CRM Enterprise Collaboration

IT Help Desk Social Media Management

0

100

200

300

400

500

600

700

Keyword Distribution by Topic Silo

Style Haiku

Haiku: Japanese 3 line poem, 17 syllablesDefine the style and tone that delights readersIdentify what type of content performs bestModify content assets for different channelsDevelop consistency within content assets

Understand the sales funnel

• 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

Sample Editing

Round 1

Round 2

Step 5 Content Distribution

Distribution ChannelsOn-Site Distribution

Off-Site Distribution

Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets Workbooks Video

Diversify the Content Asset Portfolio

On-Site Information Distribution

Off-Site Information Distribution

Step 6 Measure Performance All-the-Time

Listing Positions

Organic Traffic

Content Asset Downloads

Sales Influenced by Content Assets

Time On Site

Return Visitors

Conversion Rates

5 Tips to Win the War on the Web

Tip # 1 Conversion Formula

Content: Are you earning trust with information customers want and need?

Usability: Is your content optimized for conversion?

Motivation: Do you have compelling reasons to buy and not try the competition?

Incentive: Do you need any incentives, 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)

Test “Feel” Words to Improve Conversion Rates

Employment Industry 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 Industry 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 Peace 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 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

Tip # 2 Likes are the New Links

Link Building: The Secret Sauce

I had a big beef with my boss the other day. The steak was cooked to perfection and melted in my mouth.

Tip # 3 Sell WITHOUT selling

Info Content Speaking Events White Papers Webinars Podcasts Books Online Courses Workbooks Press Releases

Great Information Sells, Not the Products or Services

Tip # 4 Develop YOUR Personal Style Guide

Tip # 5 Free SEO Tools Help Your Content Get Found

Free Research ToolsWordVision.com

SpyFu.com

Compete.com

Quantcast.com

SEOMajestic.com

Raven-SEO-Tools.com

Tools.SEOBook.com

SEOToolSet.com

LinkVendor.com

MarketLeap.com

“The only marketing left is content marketing.” Seth Godin

Byron White, ideaLaunch

Chief Idea OfficerTwitter: @ByronWhite

Byron[at]ideaLaunch.com

Phone: 617-227-8800 x 201

Free 101 Content Marketing Tips Book PDF Version Visit ideaLaunch.com