2. Content Domination: How To Drive Results with Thought
Leadership
Byron White Conversion Conference 2011
Chief Idea Officer New York
@ByronWhite October 20th, 2011
4. Welcome to the content marketing revolution!
Forward thinking companies are starting to think like publishers– gathering
ideas, developing stories and publishing information readers want and need.
The$Content$ Content$Marke-ng$$ 5$Tips$to$Win$the$
Marke-ng$Revolu-on$ Team$Sport$ War$on$the$Web$
6. It’s the art of listening to your customers’ wants and needs
! Search Box
! Social Media
! Web Analytics
! Keyword Popularity
! Customer Service
! Questionnaires
7. And the science of delivering it to them in a compelling way
! Articles
! Blogs
! Books
! eBooks
! RSS Feeds
! Printed Books
! Newsletters
! Videos
! Web
! Widgets
8. It’s catching readers orbiting at high speeds
! Applet
! Desktop
! Events
! Information Portals
! Mobile
! Podcasts
! RSS Feeds
! Social Networks
! News
9. With information they want and need
! Help
! Advice
! Insight
! Innovation
! Rationalization
! Top Tens
! Competitive Review
10. It’s testing campaigns to learn what works best
! A/B Testing
! Multivariate Testing
! Eye Track Testing
! Segmentation Testing
! Geo Target Testing
! Usability Testing
! Content Testing
11. And finding the most efficient path to drive sales
! Solve Problems
! Earn Trust
! Score Engagement
! Qualify Leads
! Evaluate Intent
! Induce Trial
! Motivate Purchase
! Close the Sale
19. Social Media Research
Social Media Publishing Volume
9000
8093%
8000
7000
6000
5000
4000
2945%
3000 2461%
1751%
2000
1166% 1045%
1000
0
Oracle SAP Salesforce Microsoft Netsuite Sugar CRM
Dynamics CRM
20. Social Media Analysis
Social Media Fan Base
Customer Relationship Management
300000
257898%
250000
200000
150286%
150000 123369%
100000
50000 21582% 14665%
4530%
0
Oracle SAP Salesforce Microsoft Netsuite Sugar CRM
Dynamics
CRM
21. Keyword Research
Keyword$Research$
%1,000,000%%
%156,582%% %138,272%%
%100,000%%
%11,590%%
%10,000%% %3,613%%
%1,000%%
%100%%
%10%%
%1%%
Pulled%Keywords% Duplicates%Discovered% A@er%Duplicates% Universe%
Removed%
Final Keyword Lists Keyword Count
Keyword Universe 3,613
Golden Keywords 312
Low-Hanging Fruit Keywords 467
Top 100 PPC Keywords 100
Top 100 Search Volume Keywords 100
22. Keyword Silo Development
Keyword Distribution by Product Silo
700
600
500
400
300
200
100
0
Keyword Distribution by Topic Silo
700
600
500
400
300
200
100
0
Application Cloud Contact CRM Enterprise IT Help Desk Social Media
Development Computing Management Collaboration Management
23. Market Share Analysis of Keyword Silos
Keyword Silo Salesforce Market Share
Contact Management 31%
Sales Cloud 28%
XXXX 26%
Cloud Computing 25%
CCCCc 22%
Service Cloud 22%
CRM 21%
IT Help Desk 20%
XXXX 13%
Application Development 11%
Enterprise Collaboration 10%
YYYYY 8%
XXXX 7%
Social Media Management 5%
24. Customer Research
• Search Box. Track what prospects are looking for and what they find.
• FAQs. Review what customers ask for and the language used.
• Customer Service Reps. Learn the FAQs and 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.
29. Step 2 Content Creation
“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
30. Great Writers
! Curiosity ! Storytellers
! Passionate Voice ! Journalists
! Well Traversed ! Researchers
! Make Meaning ! Socratic
! Keep it Simple ! Optimizers
! Less is More ! Knowledge Seekers
! Short and Sweet ! Wordsmiths
! Fresh Insight ! Deep Diggers
! Results Driven ! Big Picture Thinkers
! Inquisitive
31. Understand Customer 2.0 Wants and Needs
Customers Needs 2.0 Customers Needs
• Credibility, Belief and Logic • Info in a Hurry
• Exposure to New Information • Access to Specific Things
• Information Needs • Enlighten and Entertained
• Mystery and Bravery • Authority Advice
• Surprise and Delight • Relevant Content
Content Critical by Gerry McGovern and Rob Norton
32. Enlighten and Entertain
Skydive Pepperell swoops landlubbers up 10,500–13,000 feet
for an adrenaline-pumping day of aeronautical capriciousness.
Dressed in comfortable clothes, sneakers, and their
autographed Batman capes, future fliers learn the intricacies of
skydiving equipment from a certified expert and watch
instructional videos to prep for the big leap.
From there, jumpers climb into a sprightly Twin Otter plane,
where they are safely anchored to an experienced partner before
the plane door slides open to release the pair into the blue
yonder. Since the airspace caters only to skydiving excursions
and novelists skywriting their latest books, patrons can free-fall
comfortably through the vacant horizon at 120 mph for up to one
full minute. Once the parachute deploys, tandem divers glide
through the air, relishing the mountainous New England
countryside for five–seven minutes. Skydive Pepperell’s
manicured fields encourage a soft landing, whether it’s a slow
standup, seated glide across the grass, or impromptu
moonwalk.
33. Learn the Power of Stories
Great Stories --> Solve problems
--> Teach us to be smart
--> Offer surprise and delight
--> Focus on “what happens next”
--> Introduce great characters
--> Are contagious
--> Engage readers
Sisomo by Kevin Roberts
34. Learn Why Stories Get Passed On
Information A Story
Fills You Up Moves You On
Facts Acts
Citing Exciting
Reams Dreams
Promotional Emotional
Static Dramatic
Check lists Casts of Characters
Compiling Compelling
Annotated Animated
Feeding the Brain Touching the Heart
Expires Inspires
36. Video
Tips for Success
! Lead Generation
! Solve Problems
! Video Contests
! Case Studies
! Celebrity Endorsement
! Entertainment/Humor
37. Blog
Tips for Success
! Contributors
! Optimization
! Link Building
! Lead Generation
! Keyword Silos
! White Papers
! Cross Pollination
! Entertainment/Humor
! Comments/Staff
! Images
38. Resource Center: Information Customers Need
Tips for Success
! Spice up the Tone
! Call to Action (Lead Gen)
! Information Graphics
! Link Strategy
! Distribution
! Purple Papers
! Re-Write and Re-Launch
! Lead Generation
! Optimize– BE FOUND
39. Step 3 Content Optimization
The SEO Plan
! Competitive Intelligence
! Keyword Research
! Keyword Silos
! Market Share Timestamp
! Content Asset Allocation
40. Keyword Universe
List Name Keyword Count
Keyword Universe 3,613
Golden Keywords 312
Low-Hanging Fruit Keywords 467
Top 100 PPC Keywords 100
Top 100 Search Volume Keywords 100
Keyword$Count$per$Silo$$
700% 643%
573% 571%
600% 531% 540%
500% 448%
390% 408%
400% 317% 341% 325%
296% 289% 286%
300%
200%
100%
0%
52. Step 4 Content Leadership
“
“There’s nothing to writing. All you do is sit down
at a keyboard and open a vein.”
—Red Smith
53. Mantra
Hubspot Inbound Marketing
Winning is Everything Green Bay Packers
Think IBM
Fun Family Entertainment Disney
Save Babies March of Dimes
Healthy Fast Food Wendy’s
Kick Butt in Air and Space Air Force
The Art of the Start, Guy Kawasaki
54. Develop Thought Leadership Positions for each Silo
Keyword Distribution by Topic Silo
700
600
500
400
300
200
100
0
Application Cloud Contact CRM Enterprise IT Help Desk Social Media
Development Computing Management Collaboration Management
55. Style Haiku
Haiku: Japanese 3 line poem, 17 syllables
! Define the style and tone that delights readers
! Identify what type of content performs best
! Modify content assets for different channels
! Develop consistency within content assets
56. Understand the sales funnel
• Preliminary: Headlines, visuals, architecture and familial content.
• Investigating: Knowledge-seeking and trust-building opportunity
• Capability: Show how you solve problems and deliver on needs
• Action: Motivate sign up, download or buy
73. Tip # 1 Conversion Formula
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
! Content: Are you earning trust with information customers want and need?
! Usability: Is your content optimized for conversion?
! Motivation: Do you have compelling reasons to buy and not try the competition?
! Incentive: Do you need any incentives, trial or reward?
! Friction: Have you identified potential resistance and reduced the pain points?
! Anxiety: Have you pinpointed the concerns and resolved the issues?
74. Test “Feel” Words to Improve Conversion Rates
Employment Industry Financial Industry
! Entry Level Position ! You’re Already Pre-Approved
! Excellent Growth Opportunity ! Cash Back Offer
! Immediate Openings ! Be Debt-Free in Weeks
! Leading Company Seeks ! Instant Financial Freedom
! Growing Company Seeks ! No Annual Fee
! Team Player ! Pocket Extra Money
! Strong Interpersonal Skill ! Low Introductory Rate
! Financially Motivated ! Fast Cash
! Annual Performance Bonus ! Start Saving Now
! Team Environment ! Peace of Mind
75. Test “Sell” Words to Improve Conversion Rates
Offers Trials Motivators
! Special Offer ! Free Trial ! Free Gift
! Exclusive Offer ! First Time Trial ! Pays for Itself
! Limited Time Offer ! No-Risk Trial ! Limited Availability
! Click Here ! Risk Free Trial ! As Seen on TV
! Right Now ! Buy After Review ! Solve X
! Instant Access ! Test Drive ! Stop Y
! Instant Download ! Free Membership ! All Inclusive
! Free Shipping ! Free Subscription ! Best Rated
! No-Fuss Signup ! Join Beta Group ! Tested and Proven
! Easy Signup ! Free Trial with Feedback ! Money-Back Guarantee
76. Test Positive and Negative Sell Words
Negative Sell Words Positive Sell Words
! Baffling ! Persevering
! Blurred ! Efficient
! Unclear ! Hard-Driving
! Bewildering ! Proactive
! Mind-Boggling ! Adaptable
! Complicated ! Responsive
! Convoluted ! First-rate
! Perplexing ! Top-notch
! Puzzling ! Highly Competent
! Mixed Up ! Powerful
82. Tip # 5 Free SEO Tools Help Your Content Get Found
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
83. Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com “The only marketing
Phone: 617-227-8800 x 201
left is content
marketing.”
Seth Godin
Free 101 Content Marketing Tips Book
PDF Version Visit ideaLaunch.com
