Developing Great Content To Win The War On The Web

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Byron White's presentation for SES-NYC March 23rd, 2011.

Transcript of Developing Great Content To Win The War On The Web

  • 1.Developing Great Content to Win the War on the Web Byron White| Chief Idea Officer | ideaLaunch Founder | LifeTips.com | WordVision.com SES NYC 3 | 23 | 10

2. The Content Marketing Workflow Content Planning Content Optimization Content Creation Content Performance Copyright 2010 by ideaLaunch.All right reserved. 3. 10 Tipsfor ContentPerformance 4. 1.) Develop a content marketing plan

    • Table of Contents
    • Scope of Project
    • Competitive Research
    • Customer Research
    • Customer Profiles
    • Keyword Research
    • Content Plan
    • SEO Plan
    • Performance Goals
    • Content Assets
    • Articles
    • Courseware
    • eBooks
    • Podcasts
    • Printed Books
    • Tip Centers
    • Webinars
    • Whitepapers
    • Widgets
    • WorkBooks

5. 2.) Use free research 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
    • SEObook.com

6. 3.) Find the hot topics and keywords 7. 3.) Develop customer profiles for testing

    • ADD/ADHD Andy
    • In a Hurry
    • Reads Headlines
    • Snacksize Content
    • Bullet Points
    • Buy Right Now
    • Image Importance
    • Inspiration Purchase
    • Sophisticated Sally
    • Into Information
    • Reads Content
    • Deep Content
    • Find Print
    • Buy After Review
    • Value Importance
    • Informative Purchase

8. 4.) Research the competitionContent 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 9.

    • SEO Plan Tips
    • Long Tail
    • Short Tail
    • All-Tail Universe
    • Golden Keywords
    • Weighted Keywords
    • Keyword Silos
    • Internal Links
    • Content Scoring
    • WordVision Technology

5.) Develop an SEO plan with keyword silos 10. 6.) Score content for SEO strength

    • Free Scoring Tools
    • WordVision.com
    • PageStrengthTool.com
    • SEOContentGrader.com
    • WebsiteGrader.com
    • ideaLaunch.com
    • Page Grader
    • Content Grader

11. 7.) Infuse you brand with great content

    • Authority Assets
    • Speaking Events
    • White Papers
    • Webinars
    • Podcasts
    • Books
    • Online Courses
    • Informational Guides
    • Press Releases

12. 8.) Create stories, not just content Information Story Fills You Up Moves You On Facts Acts Citing Exciting Reams Dreams Promotional Emotional Static Dramatic Compiling Compelling Feeding the Brain Touching the Heart Expires Inspires 13. 9.) Define great content

    • New meaning that helps distinguish from the competition
    • Authority tone that helps build confidence
    • Insights that offer new energy, surprise and delight
    • Language that connects with readers tone and style
    • Lean style without the fat that gets-to-the-point
    • Entertainment that lives on after the story is told

14. 10.) Document content publishing date 15. Track improved listing positions Publishing Dates # Content Assets Published Per Month 16. Track increased traffic from content 17. Track decreased user acquisition cost 18. Track repeat visitation and engagement 19. Track time-on-site for content stickiness 20. Track improved conversion rates 21. Track leads that download content assets 22. Track correlation of leads to sales 23.

    • Byron White
    • ideaLaunch
    • Chief Idea Officer
    • Twitter: @ByronWhite
    • [email_address]

Send me a tweet with feedback on this presentation and/or an email and Ill send you a link to a PDF version of my 101Content Marketing Tipsbook recently published.