How to Win the War of Words on the Web

How to Win the War of Words on the Web Byron White Chief Idea Officer ideaLaunch Thrive 2010 PR Web May 12th, 2010

The Content Marketing Revolution 10 Tips To Win the War on the Web

Join the Content Marketing Revolution

Practice the art of listening to your customers’ wants and needs. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And the science of delivering it to them in a compelling way. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Learn to catch readers orbiting at high speeds at the right time and place. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And track your customers engagement of content assets to find what works best. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Constantly test campaigns to learn what works best, without killing the brand. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And find the most efficient path to earn trust and drive of sales. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10 Tips to Win the War on the Web

1 Develop an overall content marketing plan with performance goals in mind. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop informational content that sells WITHOUT the sales pitch . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2 Research your customers’ wants and needs in creative ways. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Then develop “extreme” customer profiles for content creation and testing. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3 Find your company’s distinction, value proposition and mantra . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Art of the Start, Guy Kawasaki

Develop your company’s “story” and make sure it has the key elements. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sisomo by Kevin Roberts

4 Optimize your content for readers first, then the search engines .

Use free research tools and SEO scoring tools to optimize for the search engines. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5 Examine your sales funnel and pipeline to determine the motivational needs. ,[object Object],[object Object],[object Object],[object Object]

Select different content assets for different needs in the pipeline. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6 Score content engagement to help prioritize who is most likely to buy. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stop the push marketing and join the content marketing revolution !

7 Evaluate how you stack up with the competition in a variety of ways. Content Asset YourSite Competitor 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

Build on your strengths and eliminate the weakness to capture market share.

8 Keep the universal needs of prospects and customers top of mind. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Critical by Gerry McGovern and Rob Norton ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And understand the paradox of choice in developing your testing methodology. ,[object Object],[object Object],[object Object],[object Object],[object Object],The Paradox of Choice by Barry Schwartz ,[object Object]

9 Use industry-specific “sell words” that make customers “feel” your message. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Try positive AND negative “sell words” that become drivers for testing. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And try different “sell words” in your call-to-action to improve conversion rates. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10 Finally, measure content performance and success in at least 8 different ways.

Track improved listing positions.

Track increased traffic and readership.

Track decreased user acquisition cost.

Track leads that download content assets.

Track increased sales from those leads.

Track repeat visitation and engagement.

Track time-on-site for content stickiness.

And of course, track conversion rates.

Send me an email with feedback, comments or questions, and I’ll send you a PDF version of my book and links to private SEO tools . I’ll also send you links to… Page Grader Tool Content Grader Tool Monthly Content Marketing Webinars [email_address]

“ The only marketing left is content marketing.” “ To win the war on the web, simply learn the wants and needs of your customers, and give it to them in a compelling way.” Seth Godin Meatball Sunday Byron White 101 Content Marketing Tips

How to Win the War of Words on the Web

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