Measuring the Return on Investment of Content Marketing

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Byron White's presentation for the PieHead webinar series, August 26th, 2010.

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<ul><li>1.10 Tips for Content Planning 10 Steps to Building the Plan ROI Measurement 101Tips Book Measuring the Return on Investment of Content MarketingByron White Chief Idea Officer ideaLaunch PieHead Webinar Series August 26, 2010</li></ul> <p>2. 10 Steps to developing a Content Plan that delivers the ROI you demand for the investment. 3. Open your mind to GREAT IDEAS and a diverse portfolio of content assets. </p> <ul><li><ul><li>Paid Placement </li></ul></li></ul> <ul><li><ul><li>Courseware Reviews </li></ul></li></ul> <ul><li><ul><li>Book Summaries </li></ul></li></ul> <ul><li><ul><li>Podcast Summaries </li></ul></li></ul> <ul><li><ul><li>Tip Centers </li></ul></li></ul> <ul><li><ul><li>Webinar Summaries </li></ul></li></ul> <ul><li><ul><li>Whitepaper Summaries </li></ul></li></ul> <ul><li><ul><li>Widget Reviews </li></ul></li></ul> <ul><li><ul><li>WorkBook Reviews </li></ul></li></ul> <ul><li><ul><li>Video Reviews </li></ul></li></ul> <ul><li><ul><li>Survey Results </li></ul></li></ul> <ul><li><ul><li>Free Giveaways </li></ul></li></ul> <ul><li><ul><li>Article Distribution </li></ul></li></ul> <ul><li><ul><li>Work Life Betterment </li></ul></li></ul> <ul><li><ul><li>Home Life Betterment </li></ul></li></ul> <ul><li><ul><li>Community Job Opportunities </li></ul></li></ul> <ul><li><ul><li>Green Initiatives </li></ul></li></ul> <ul><li><ul><li>Cause Support </li></ul></li></ul> <ul><li><ul><li>Educational Announcements </li></ul></li></ul> <ul><li><ul><li>Volunteer Vacations </li></ul></li></ul> <ul><li><ul><li>Tradeshow Announcements </li></ul></li></ul> <ul><li><ul><li>Remarkable Company Policy </li></ul></li></ul> <ul><li><ul><li>Unusual Holiday Celebration </li></ul></li></ul> <ul><li><ul><li>Viral Marketing Updates </li></ul></li></ul> <ul><li><ul><li>Press Releases </li></ul></li></ul> <ul><li><ul><li>Exciting News </li></ul></li></ul> <ul><li><ul><li>Hiring Bursts </li></ul></li></ul> <ul><li><ul><li>Retirements </li></ul></li></ul> <ul><li><ul><li>Record Sales </li></ul></li></ul> <ul><li><ul><li>Record Hits </li></ul></li></ul> <ul><li><ul><li>Record Views </li></ul></li></ul> <ul><li><ul><li>Popular Posts </li></ul></li></ul> <ul><li><ul><li>Donnations </li></ul></li></ul> <ul><li><ul><li>Bold Policy </li></ul></li></ul> <ul><li><ul><li>First-Of-A-Kind </li></ul></li></ul> <ul><li><ul><li>New Resources </li></ul></li></ul> <p>4. Evaluate organic competition and pinpoint opportunity to capture market share 5. Find the wants and needs of readers and customers as give them what they want </p> <ul><li><ul><li>Customer Research Tips </li></ul></li></ul> <ul><li><ul><li>Surveys </li></ul></li></ul> <ul><li><ul><li>Phone Calls </li></ul></li></ul> <ul><li><ul><li>Search Box </li></ul></li></ul> <ul><li><ul><li>Social Media </li></ul></li></ul> <ul><li><ul><li>Web Analytics </li></ul></li></ul> <ul><li><ul><li>Keyword Popularity </li></ul></li></ul> <ul><li><ul><li>Customer Service </li></ul></li></ul> <ul><li><ul><li>Questionnaires </li></ul></li></ul> <p>6. Use keyword research tools to find keywords for readers AND the bots </p> <ul><li><ul><li>WordVision.com </li></ul></li></ul> <ul><li><ul><li>SpyFu.com </li></ul></li></ul> <ul><li><ul><li>Compete.com </li></ul></li></ul> <ul><li><ul><li>QuantCast.com </li></ul></li></ul> <ul><li><ul><li>SEOMajestic.com </li></ul></li></ul> <ul><li><ul><li>Raven-SEO-Tools.com </li></ul></li></ul> <ul><li><ul><li>Tools.SEOBook.com </li></ul></li></ul> <ul><li><ul><li>SEOToolSet.com </li></ul></li></ul> <ul><li><ul><li>LinkVendor.com </li></ul></li></ul> <ul><li><ul><li>MarketLeap.com </li></ul></li></ul> <p>7. </p> <ul><li><ul><li>Long Tail </li></ul></li></ul> <ul><li><ul><li>Short Tail </li></ul></li></ul> <ul><li><ul><li>All-Tail Universe </li></ul></li></ul> <ul><li><ul><li>Golden Keywords </li></ul></li></ul> <ul><li><ul><li>Weighted Keywords </li></ul></li></ul> <ul><li><ul><li>Internal Links </li></ul></li></ul> <ul><li><ul><li>Content Scoring </li></ul></li></ul> <p>Develop an SEO plan that becomes the nerve center for content creation 8. Develop keyword silos for SEO scoring, link development and ROI tracking </p> <ul><li><ul><li>SEO Scoring Tools </li></ul></li></ul> <ul><li><ul><li>PressReleaseGrader.com </li></ul></li></ul> <ul><li><ul><li>WordVision.com </li></ul></li></ul> <ul><li><ul><li>PageStrengthTool.com </li></ul></li></ul> <ul><li><ul><li>SEOContentGrader.com </li></ul></li></ul> <p>9. Build out an editorial calendar for branded content distribution 10. Optimize youre content, images and link strategyLink Building Tip I had abig beefwith Mike Roberts last night. The steak was cooked to perfection and melted in my mouth. 11. Apply your brand consistently to your content assets </p> <ul><li><ul><li>Branded Assets </li></ul></li></ul> <ul><li><ul><li>Speaking Events </li></ul></li></ul> <ul><li><ul><li>White Papers </li></ul></li></ul> <ul><li><ul><li>Webinars </li></ul></li></ul> <ul><li><ul><li>Podcasts </li></ul></li></ul> <ul><li><ul><li>Books </li></ul></li></ul> <ul><li><ul><li>Online Courses </li></ul></li></ul> <ul><li><ul><li>Informational Guides </li></ul></li></ul> <ul><li><ul><li>Press Releases </li></ul></li></ul> <p>12. Score content for SEO strength using robust technology </p> <ul><li><ul><li>SEO Scoring Tools </li></ul></li></ul> <ul><li><ul><li>Grader.com </li></ul></li></ul> <ul><li><ul><li>WordVision.com </li></ul></li></ul> <ul><li><ul><li>PageStrengthTool.com </li></ul></li></ul> <ul><li><ul><li>SEOContentGrader.com </li></ul></li></ul> <p>13. Track the ROI from branded content in a variety of ways. </p> <ul><li><ul><li>Secrets to ROI Tracking </li></ul></li></ul> <ul><li><ul><li>Tag Published Date </li></ul></li></ul> <ul><li><ul><li>Track Link Phrases </li></ul></li></ul> <ul><li><ul><li>Build Keyword Silos </li></ul></li></ul> <p>14. Track improved listing positions impacted by content deployment 15. Track increase in organic traffic impacted by content deployment 16. Track repeat visitation post branded content deployment 17. Track time on site impacted by content deployment 18. Track increases in lead generation interacting with content assets 19. Track improved conversion rates from landing page optimization 20. Track increased sales impacted by branded content interaction 21. Case Study #1: ideaLaunch and Press Release Magic 22. </p> <ul><li><ul><li>Byron White, ideaLaunch </li></ul></li></ul> <ul><li><ul><li>Chief Idea Officer </li></ul></li></ul> <ul><li><ul><li>Twitter: @ByronWhite </li></ul></li></ul> <ul><li><ul><li>Byron[at]ideaLaunch.com </li></ul></li></ul> <ul><li><ul><li>617-227-8800 x 201 </li></ul></li></ul> <ul><li><ul><li>Book Author </li></ul></li></ul> <ul><li><ul><li>101 Content Marketing Tips </li></ul></li></ul> <ul><li><ul><li>Speaker Events 2010 </li></ul></li></ul> <ul><li><ul><li>BrightTalk </li></ul></li></ul> <ul><li><ul><li>Search Engine Strategies </li></ul></li></ul> <ul><li><ul><li>PR Web Thrive </li></ul></li></ul> <ul><li><ul><li>Inbound Marketing Summit </li></ul></li></ul> <ul><li><ul><li>28 Total Speaking Events </li></ul></li></ul> <p>Free Content Marketing Tipsbook here: ideaLaunch.com/101 </p>