How do you get under the skin of the target audience and learn what your customers want and need to know? And how to make content so great that readers keep coming back for more?
2. Connection
Connection demanded
Get under my skin
Inhabit my life
Touch my heart
3. Connection (cont.)
Search box log files
Review customer FAQ’s
Discuss needs with service reps
Discuss needs with customers
Last Resort: Keyword suggestion tools
4. Bite Size and Super Size Content
Understand the paradox of choice
Many choices, products and services
Learn my decision making logic
Feed me what I want, at the right time
If the size is not right, I’ll move on
5. Bite Size and Super Size Content
Create deep info for deep readers
Create light info for impulsive buyers
Monitor traffic patterns with analytics
Create deep or light as needed
6. Personalization
Showcase something that matters
Make it personal to individual needs and desires
Make it exclusive, limited and/or one-of-a-kind
Identify the fanatics and make them happy
9. Stories
Our culture thrives on stories
Great stories are contagious
Tune in to “what happens next”
Learn how to be smart
Connect with surprise and delight
10. Stories (cont.)
Story Marketing: The Lost Ball
Superbowl Ads: 60 second stories
You Tube: Home brew video goes big
Current TV: MTV meets PBS
Sisomo by Kevin Roberts
11. Freshness
Reasons to keep coming back
Exposure to new worlds and ideas
Fresh ideas turn browsers to buyers
Humor and entertainment connects
Surprise and delight
12. Value
Find specific things
Find them in a hurry
Unbiased comparison
Straightforward advice
13. Value (cont.)
Create several paths to products/services
Create shortcuts that get to what readers want
Bring in 3rd party comparison content
Offer “authority” insight and wisdom
14. Value (cont.)
Develop a Content Haiku
Every word on your web page matters
Find the right words to put in the right place
Test various designs and visual presentations
Measure the results and the conversions variation
15. Simplicity
Clarify why I should buy
Tell me what is in it for me
Show me what I get if I pay more
Encourage me to take action
16. Credibility
Brand: Enhance without compromising
Awards: Target the best shows
Publicity: Find the angle for a story
Certifications: Recognition of experience
On Demand Books: Earn authority status
17. Creativity
Celebrate your products
Provide rich visuals
Close retail and online gap
Look outside yourself or company
Create something that matters
18. Innovation
Stay on top of new technologies
Engage new technology before your competition
If it does not work, abandon it quickly
If it works, make it yours
19. Innovation (cont.)
Customization: Design your own shoes
Search: Create your own Google
Flash: No longer a SEO problem
Zoom: Emulates retail experience
Tools: Page Strength Tools
20. Great Writers
“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.”
—Gene Fowler
22. Talent Pool (cont.)
Recognize the Talent
– Well-furnished minds and well-traversed experience
– Exceptional curiosity about every subject
– Above average wit and sense of humor
– Vivid imagination and powerful analytical thought
23. Define The Project
Improve search engine listing positions
Drive more organic traffic
Encourage repeat visits
Influence decision process
Improve conversions rates
24. Determine The Placement
Preliminary: First impressions and headline
architecture
Investigating: Knowledge seeking and trust
building
Capability: Show how products solve problems
Permission: Drive action, sign up, download
or buy
25. Define The Style
What’s Your Point?
– Engage Laughter
– Spark a Debate
– Motivate and Empower
– Take a Stand
– Drama and Intensity
– Clever and Witty
26. Define The Style (cont.)
Find Your Voice: Informational, Advertorial,
Active, Passive
Placement: Where on the site?
First layer, second layer, etc.
Visuals: Connect the content to images.
Tell the story.
27. What’s Your Story?
What makes your story unique?
What’s your competitor’s story?
28. Establish a Mantra
“A sacred verbal formula repeated in prayer,
meditation, or incantation, such as an
invocation of a god, a magic spell or portion
of a scripture containing mystical potentials.”
29. Establish a Mantra (cont.)
Green Bay Packers Winning is Everything
IBM Think
Disney Fun Family Entertainment
March of Dimes Save Babies
Wendy’s Healthy Fast Food
U.S. Army Be All You Can Be
30. Develop A Flawless Process
Brainstorm session that uncovers the story
Methodology to get under the target’s skin
Nail the value proposition
Clarify the call to action
Research the rich keywords and scent trail
Manage the feedback
31. Engage And Connect
Who? What? Where? When? Why? How?
– Who is your target audience?
– What are you going to tell them?
– Where are you going to tell them this information?
– When are you going to do this?
– Why is it important?
– How is it going to matter?
32. Understand Your Readers
Readers want to be able to find specific things
Readers are in a hurry
Readers love personalization, “it’s all about me”
Readers want advice
Readers want up-to-date, relevant,
straightforward content
33. Implement Smart SEO Rules
Create original content (no dup content issues)
Clean and unique meta strategy
Remember: not all links are created equally
Consistent site maps and architecture
Surround the link phrases with rich keywords
Avoid “stuffing” keywords, readers must come first
34. Bring Science To The Art
A/B split testing
Track conversions
Monitor traffic
Perpetually Revise
Track stickiness
35. Stay Fresh
Freshness validates commitment
Commitment is necessary for success
36. Hire The Pros
“If each of us hires people who are smaller
than we are, we shall become a company of
dwarfs. But if each of us hires people who
are bigger than we are, we shall become a
company of giants.”
—David Ogilvy