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The Proven Methodology to Improve Conversions!,[object Object],Byron White,[object Object],Chief Idea Officer,[object Object],ideaLaunch,[object Object],Internet Marketing Club,[object Object],Wednesday August 31, 2011,[object Object],10 Golden Rules,[object Object]
			Content Marketing Chaos vs. Clarity,[object Object]
The Content,[object Object],Marketing Revolution,[object Object],Improve Conversions Intelligently—,[object Object],The Content Marketing Way,[object Object]
What isContent Marketing?,[object Object]
It’s the art of listening to your customers’ wants and needs,[object Object], Search Box,[object Object], Social Media,[object Object], Web Analytics,[object Object], Keyword Popularity,[object Object], Customer Service,[object Object], Questionnaires,[object Object]
And the science of delivering it to them in a compelling way,[object Object], Articles,[object Object], Blogs,[object Object], Books,[object Object], eBooks,[object Object], RSS Feeds,[object Object], Printed Books,[object Object], Newsletters,[object Object], Videos,[object Object], Web,[object Object], Widgets,[object Object]
It’s catching readers orbiting at high speeds,[object Object],Applet,[object Object],Desktop,[object Object],Events,[object Object],Information Portals,[object Object],Mobile,[object Object],Podcasts,[object Object],RSS Feeds,[object Object],Social Networks,[object Object],News,[object Object]
With information they want and need,[object Object],Love It Metrics,[object Object], Downloads,[object Object], Time on Site,[object Object], Repeat Visitation,[object Object], Send to Friend,[object Object], Post to Network,[object Object], Link to Page,[object Object]
It’s testing campaigns to learn what works best,[object Object], A/B Testing,[object Object], Multivariate Testing,[object Object], Eye Track Testing,[object Object], Segmentation Testing,[object Object], Geo Target Testing,[object Object], Usability Testing,[object Object], Content Testing,[object Object]
And finding the most efficient path to engagement and sales,[object Object],The Trust Pipeline,[object Object],Score Engagement,[object Object],Qualify Lead ,[object Object],Evaluate Intent,[object Object],Induce Trial,[object Object],Motivate Purchase,[object Object],Get the Sale,[object Object],Correlate Assets to Sale,[object Object]
Improve Conversions Intelligently– The Content Marketing Way!,[object Object]
A Sneak Peak at the Conversion Formula,[object Object],Conversion = (Content  + Usability + Motivation + Incentive) - (Friction + Anxiety),[object Object],Content: Are you earning trust with information customers want and need?,[object Object],Usability: Is your content and imagery optimized for conversion?,[object Object],Motivation: Do you have clear reasons to buy and not try the competition?,[object Object],Incentive: Are you offering any incentives, trial or reward?,[object Object],Friction: Have you identified potential resistance and reduced the pain points?,[object Object],Anxiety: Have you pinpointed the concerns and resolved the issues? ,[object Object]
The Six Step Content Marketing Process and Workflow,[object Object]
Step 1 Content Planning,[object Object],What’s in the ContentPlan?,[object Object],Competitive Research,[object Object],Customer Research,[object Object],Market Share Research,[object Object],Style Guide,[object Object],Content Asset Allocation,[object Object],Why create a Content Plan?,[object Object],How much content?,[object Object],How frequently?,[object Object],How good is it?,[object Object],What distribution channels?,[object Object]
Competitive Research,[object Object]
Content Asset and Topic Research,[object Object]
Competitive Quantity, Frequency and Quality ,[object Object]
Competitive Social Research,[object Object]
Widgets and Apps Research,[object Object]
Research Summary,[object Object]
Customer Research,[object Object],[object Object]
FAQs. Review what customers ask for and the language used.
Customer Service Reps. Learn the FAQsand 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.,[object Object]
Customer Personas,[object Object]
Style Guide,[object Object]
Step 2 Content Creation,[object Object],How good? ,[object Object],+ Customer Wants and Needs,[object Object],+ Access to Industry Expert Writers,[object Object],+ Conversion Influence,[object Object],+ Cost for Conversion Ratio,[object Object],How much? ,[object Object],+ Content Curation,[object Object],+ Topic Research,[object Object],+ Competitive Intelligence,[object Object],+ Link Popularity,[object Object],+ Market Share Value,[object Object],How often?,[object Object],+ Competitive Publishing Frequency,[object Object],+ Timeliness and Contextual Relevancy,[object Object],+ Conversational and Contagious,[object Object]
Indentify your company’s mantra as the starting point  ,[object Object],Winning is Everything		Green Bay Packers,[object Object],Think					IBM,[object Object],Fun Family Entertainment	Disney,[object Object],Save Babies				March of Dimes,[object Object],Healthy Fast Food			Wendy’s,[object Object],Kick Butt in Air and Space	Air Force,[object Object],The Art of the Start, Guy Kawasaki,[object Object]
Get in tune with customer 2.0 wants and needs,[object Object],2.0 Customers Needs,[object Object],[object Object]
 Access to Specific Things
 Personalization
 Authority Advice
 Relevant ContentCustomers Needs,[object Object],[object Object]
 Exposure to New Information
 To Laugh
 Mystery and Bravery
 Surprise and DelightContent Critical by Gerry McGovern and Rob Norton,[object Object]
Hire great writers with great characteristics,[object Object], Curiosity,[object Object], Passionate Voice,[object Object], Well Traversed,[object Object], Make Meaning,[object Object], Keep it Simple,[object Object], Less is More,[object Object], Short and Sweet,[object Object], Fresh Insight,[object Object], Results Driven,[object Object], Inquisitive,[object Object], Storytellers,[object Object], Journalists,[object Object], Researchers,[object Object], Socratic,[object Object], Optimizers,[object Object], Knowledge Seekers,[object Object], Wordsmiths,[object Object], Deep Diggers,[object Object], Big Picture Thinkers,[object Object]
Learn how and why to tell stories ,[object Object],Great Stories			--> Solve problems,[object Object],--> Teach us to be smart,[object Object],--> Offer surprise and delight,[object Object],--> Focus on “what happens next”,[object Object],--> Introduce great characters,[object Object],					--> Are contagious,[object Object],					--> Engage readers,[object Object],Sisomo by Kevin Roberts,[object Object]
Learn why some stories get passed on and on,[object Object]
Create informational content that sells WITHOUT selling,[object Object],Info Content,[object Object], Speaking Events,[object Object], White Papers,[object Object], Webinars,[object Object], Podcasts,[object Object], Books,[object Object], Online Courses,[object Object],Workbooks,[object Object], Press Releases,[object Object]
Step 3 Content Optimization,[object Object],The SEO Plan,[object Object],Competitive Intelligence,[object Object],Keyword Research,[object Object],Keyword Silos,[object Object],Market Share Timestamp,[object Object],Content Asset Allocation,[object Object]
Competitive Research:  Lots of Free Tools,[object Object],Free Research Tools,[object Object],WordVision.com,[object Object],SpyFu.com,[object Object],Compete.com,[object Object],Quantcast.com,[object Object],SEOMajestic.com,[object Object],Raven-SEO-Tools.com,[object Object],Tools.SEOBook.com,[object Object],SEOToolSet.com,[object Object],LinkVendor.com,[object Object],MarketLeap.com,[object Object]
Competitive Research,[object Object]
Competitive Research,[object Object]
Competitive Research,[object Object]
Competitive Research,[object Object]
Keyword Research and Filtering,[object Object]
Keyword Silos,[object Object]
Keyword Silo Strategy,[object Object]
Make easy for writers to optimize content for SEO,[object Object]
Make it easy for writers to score content for SEO,[object Object]
Time stamp the date you publish content,[object Object]
Time stamp the market share of your keyword silos,[object Object]
Time stamp your SEO performance in the search engines,[object Object]
Step 4 Content Editing,[object Object],Advanced Editing Process,[object Object],Content Plans,[object Object],Topic Research ,[object Object],Style Guides,[object Object],Writer Sampling,[object Object],Editorial Revisions,[object Object],Content Haiku,[object Object],Brand Infusion,[object Object],Fact Proofing,[object Object],Technical Review,[object Object],Legal Review,[object Object],Engagement Testing,[object Object],Delightful Verification,[object Object]
Great Editors are required to develop great content ,[object Object],“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.”,[object Object],—Gene Fowler,[object Object],“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”,[object Object],—Red Smith,[object Object]
Great Editors know how to craft an engaging story,[object Object]
Great Editors find your company’s Haiku and distinct voice,[object Object],Haiku: Japanese 3 line poem, 17 syllables,[object Object],Define the style and tone that delights readers,[object Object],Identify what type of content performs best,[object Object],Modify content assets for different channels,[object Object],Develop consistency within content assets,[object Object]
Great Editors understand the sales funnel,[object Object],[object Object]
 Investigating: Knowledge-seeking and trust-building opportunity
 Capability: Show how you solve problems and deliver on needs
 Action: Motivate sign up, download or buy,[object Object]
Determine the right mix of content assets,[object Object], Articles,[object Object], Books,[object Object], Courseware,[object Object], eBooks,[object Object], Podcasts,[object Object], Printed Books,[object Object], Tip Centers,[object Object], Webinars,[object Object], Whitepapers,[object Object], Widgets,[object Object],Workbooks,[object Object], Video,[object Object]
On-Site distribution architecture with cross pollination,[object Object]
Off-Site distribution gets the words out and traffic in,[object Object]
Step 6 Content Performance,[object Object]
Listing Positions,[object Object]

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