2011 Conversion Conference- San Fran
-
Upload
idealaunch -
Category
Business
-
view
422 -
download
0
Transcript of 2011 Conversion Conference- San Fran
![Page 1: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/1.jpg)
The Content Marketing WorkFlow Masterpiece
Byron WhiteChief Idea OfficerideaLaunch
Exclusive Presentations by ByronSearch Engine Strategies NY 2011
Conversion Conference San Fran 2011
![Page 2: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/2.jpg)
What is Great Content?
![Page 3: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/3.jpg)
The ContentMarketing Revolution
Developing Great Content is a Team Sport
![Page 4: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/4.jpg)
TheContent Marketing Revolution
![Page 5: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/5.jpg)
It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
![Page 6: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/6.jpg)
And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Video
Web
Widgets
![Page 7: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/7.jpg)
It’s catching readers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
News
![Page 8: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/8.jpg)
With information they want and need
Engagement
Webinars
Workbooks
Podcasts
How Tos
Don’t Do’s
Tips and Advice
![Page 9: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/9.jpg)
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
![Page 10: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/10.jpg)
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
![Page 11: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/11.jpg)
Developing Great Content is a Team Sport
![Page 12: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/12.jpg)
The six step process
![Page 13: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/13.jpg)
Step 1 Content Curation
The Content Landscape
Content Quality
Publishing Frequency
Content Quality
![Page 14: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/14.jpg)
Quantity
![Page 15: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/15.jpg)
Topics
![Page 16: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/16.jpg)
Competition
![Page 17: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/17.jpg)
Competition
![Page 18: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/18.jpg)
Social Competition
![Page 19: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/19.jpg)
Content Widgets and Apps
![Page 20: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/20.jpg)
Step 2 Content Plan
What’s the Plan?
Curation Summary
Customer Research
Market Share Research
Style Guide
Content Asset Allocation
![Page 21: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/21.jpg)
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.
![Page 22: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/22.jpg)
Customer Research
![Page 23: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/23.jpg)
Customer Research
![Page 24: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/24.jpg)
Customer Research
![Page 25: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/25.jpg)
Customer Research
![Page 26: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/26.jpg)
Customer Research
![Page 27: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/27.jpg)
Customer Personas
![Page 28: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/28.jpg)
Style Guide
![Page 29: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/29.jpg)
Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
WorkBooks
Video
Content Assets Mix
![Page 30: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/30.jpg)
Content Asset Allocation
![Page 31: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/31.jpg)
Information Architecture Plan
![Page 32: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/32.jpg)
Step 3 Content Creation
![Page 33: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/33.jpg)
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
![Page 34: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/34.jpg)
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
![Page 35: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/35.jpg)
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
![Page 36: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/36.jpg)
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
![Page 37: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/37.jpg)
Sell WITHOUT Selling
Info Content
Speaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
WorkBooks
Press Releases
![Page 38: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/38.jpg)
Step 4 Content Optimization
The SEO Plan
Competitive Intelligence
Keyword Research
Keyword Silos
Market Share Timestamp
Content Asset Allocation
![Page 39: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/39.jpg)
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
![Page 40: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/40.jpg)
Performance Comparison
![Page 41: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/41.jpg)
Public Information
![Page 42: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/42.jpg)
Link Popularity
![Page 43: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/43.jpg)
Website Audit
![Page 44: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/44.jpg)
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
![Page 45: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/45.jpg)
Keywords Research and Filtering
![Page 46: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/46.jpg)
Keywords Silos
![Page 47: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/47.jpg)
Keyword Silo Strategy
![Page 48: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/48.jpg)
Keyword Maps for Writers
![Page 49: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/49.jpg)
SEO Scoring for Writers
![Page 50: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/50.jpg)
Time Stamp Publishing
![Page 51: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/51.jpg)
Time Stamp Keyword Silo Market Share
![Page 52: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/52.jpg)
Track SEO Performance
![Page 53: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/53.jpg)
Step 5 Content Distribution
Distribution Channels
On-Page Testing A/B or Multivatiate
Blog
Linked In
Press Releases
PodCasts
Webinars
![Page 54: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/54.jpg)
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)
![Page 55: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/55.jpg)
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
![Page 56: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/56.jpg)
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
![Page 57: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/57.jpg)
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
![Page 58: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/58.jpg)
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
![Page 59: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/59.jpg)
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
![Page 60: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/60.jpg)
Step 6 Content Performance
![Page 61: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/61.jpg)
Listing Positions
![Page 62: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/62.jpg)
Organic Traffic
![Page 63: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/63.jpg)
Content Downloads
![Page 64: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/64.jpg)
Sales Influenced by Content Assets
![Page 65: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/65.jpg)
Time On Site
![Page 66: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/66.jpg)
Return Visitors
![Page 67: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/67.jpg)
User Acquisition Cost
![Page 68: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/68.jpg)
Conversion Rates
![Page 69: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/69.jpg)
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
![Page 70: 2011 Conversion Conference- San Fran](https://reader035.fdocuments.in/reader035/viewer/2022062703/55536886b4c905031f8b53eb/html5/thumbnails/70.jpg)
“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