Developing Great Content To Win The War On The Web

23
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

description

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

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

Page 1: Developing Great Content To Win The War On The Web

Developing GreatContent to Win the War on the Web

Byron White| Chief Idea Officer | ideaLaunchFounder | LifeTips.com | WordVision.com

SES NYC3 | 23 | 10

Page 2: Developing Great Content To Win The War On The Web

The Content Marketing Workflow

Content Planning

Content Optimization

Content Creation

Content Performance

Copyright 2010 by ideaLaunch. All right reserved.

Page 3: Developing Great Content To Win The War On The Web

10 Tips for Content Performance

Page 4: Developing Great Content To Win The War On The Web

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

Page 5: Developing Great Content To Win The War On The Web

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

Page 6: Developing Great Content To Win The War On The Web

3.) Find the hot topics and keywords

Page 7: Developing Great Content To Win The War On The Web

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

Page 8: Developing Great Content To Win The War On The Web

4.) Research the competition

Content Asset YourSite.com Competitor.comTraffic 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 9: Developing Great Content To Win The War On The Web

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

Page 10: Developing Great Content To Win The War On The Web

6.) Score content for SEO strength

Free Scoring Tools

WordVision.com

PageStrengthTool.com

SEOContentGrader.com

WebsiteGrader.com

ideaLaunch.com

Page Grader

Content Grader

Page 11: Developing Great Content To Win The War On The Web

7.) Infuse you brand with great content

Authority Assets

Speaking Events

White Papers

Webinars

Podcasts

Books

Online Courses

Informational Guides

Press Releases

Page 12: Developing Great Content To Win The War On The Web

Information StoryFills You Up Moves You OnFacts ActsCiting ExcitingReams DreamsPromotional EmotionalStatic DramaticCompiling CompellingFeeding the Brain Touching the HeartExpires Inspires

8.) Create stories, not just content

Page 13: Developing Great Content To Win The War On The Web

• 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

9.) Define great content

Page 14: Developing Great Content To Win The War On The Web

10.) Document content publishing date

Page 15: Developing Great Content To Win The War On The Web

Track improved listing positions

Publishing Dates# Content Assets Published Per Month

Page 16: Developing Great Content To Win The War On The Web

Track increased traffic from content

Page 17: Developing Great Content To Win The War On The Web

Track decreased user acquisition cost

Page 18: Developing Great Content To Win The War On The Web

Track repeat visitation and engagement

Page 19: Developing Great Content To Win The War On The Web

Track time-on-site for content stickiness

Page 20: Developing Great Content To Win The War On The Web

Track improved conversion rates

Page 21: Developing Great Content To Win The War On The Web

Track leads that download content assets

Page 22: Developing Great Content To Win The War On The Web

Track correlation of leads to sales

Page 23: Developing Great Content To Win The War On The Web

Byron White

ideaLaunch

Chief Idea Officer

Twitter: @ByronWhite

[email protected] Send me a tweet with feedback on this presentation and/or an email and I’ll send you a link to a PDF version of my 101 Content Marketing Tips book recently published.