Join us for the monthly ideaLaunch Content Marketing Webinar v8 focused on how to track the social engagement of your content, website and blog. Special guest Carol Leaman, CEO of PostRank, joins Byron White, founder of ideaLaunch, for the presentation, offering a review of killer tools to measure social engagement of your content and the value of content in the social media sphere. Learn how content marketing powers social media, inbound marketing and all marketing today.

1. Content Marketing
Tracking
Monthly Webinar Series
January 20, 2010
Byron White
Content
Engagement
Chief Idea Officer
Byron[@]ideaLaunch.com
Carol Leaman
CEO
and ROI
Carol[@]PostRank.com

2. How to track and measure content marketing ROI
Content Content Measuring PostRank
Marketing Marketing Content CEO
Revolution Plan ROI Carol Leaman

3. The
Content
Marketing
Revolution

4. It’s the art of listening to your customers’
wants and needs.
Listen Up
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires

5. And the science of delivering content
in a compelling way.
Measurements
Books
Blogs
eBooks
RSS Feeds
Printed Books
Web
Widgets

6. It’s constantly testing campaigns to learn
what works and what doesn’t.
Prediction Testing
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing

7. And measuring readers’ engagement
and desire for more.
Engagement
Downloads
Time on Page
Action on Page
Repeat Visitation
Send to Friend
Social Bookmark

8. It’s catching readers orbiting at high
speeds at the right time and place.
Anytime Content
Applet
Desktop
Mobile
RSS Feeds
Podcasts
Social Networks

9. And engaging them with content on
websites, gadgets and apps.
iPhone Apps
Urban Spoon
Amazon Kindle
Sirius XM
SalesForce.com
Flixter
Fandango

10. It’s developing a content pipeline to
educate, earn trust and drive sales.
New Sales Pipeline
Offer Content
Accumulate Leads
Score Leads
Distribute Leads
Induce Trial
Score New Activity
Measure Success

11. And scoring content engagement to
find out who’s most likely to buy.
SalesForce Scoring
Free Tool Interaction
Content Downloads
Proposal Downloads
Newsletter Sign Ups
Widget Interaction
Customer Logon

12. The Content Plan
and
SEO Plan

13. The content marketing plan becomes the
nerve center for ROI measurement.
Table of Contents
Scope of Project
Competitive Research
Customer Research
Keyword Research
SEO Plan
Content Plan
Performance Plan

14. Start by researching the competition with
the 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

15. Competitive intelligence helps pinpoint
strength, weakness and opportunity.
Content Asset YourSite.com Competitor.com
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

16. Find the opportunity to capture organic
mind share and market share.

17. Create an SEO Plan that balances reader
interest with search engine appeal.
SEO Plan
Keyword Universe
Golden Keywords
Keyword Silos
Internal Links
PPC Price
Search Volume
Search Market Share

18. Use technology to find the hot topics and
keywords for SEO.

19. Build a large keyword universe to measure
performance and ROI.
Keyword Universe
10,000 Keywords
Long Tail
Short Tail
High PPC Price
High Search Volume
Recent Up Trends
Recent Down Trends
Market Share +-=

20. Select “golden” keywords for optimization,
SEO and ROI goals.
Golden Keywords
150 Keywords
Priority
Weighted
1/3 Top 50-100
1/3 Top 1-50
1/3 Top >100
Keyword Silos
Primary Keywords
Secondary Keywords

21. Create category maps featuring primary
and secondary SEO keywords.
Category Map
Hot Topic
Primary Keywords
Secondary Keywords

22. Create a Content Plan with the right mix of
content assets.
Content Assets
Articles
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
WorkBooks

23. Find the hot topics for your content plan
for readers and then the bots.
Content Plan
Search Box
Customer Service
FAQ Popularity
Social Media
Customer Surveys
Site Analytics
Brand Language

24. Listen-in to the conversations in the social
media sphere to find the hot topics.
Social Research Tools
Search.Twitter.com
Facebook.com/lexicon/
ThunderThimble.com
TechRigy.com
BlogSearch.Google.com
BlogPulse.com
IceRocket.com
TweetDeck.com

25. Make scoring content for SEO strength
easy for all your writers.

26. Infuse your brand with the content you
publish. And publish it regularly.
Authority Assets
Speaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
Informational Guides
Press Releases

27. Time stamp publishing dates of content for
impact and ROI tracking.

28. Return on Investment
Tracking
and
Measurement

29. You can measure ROI in a variety of ways.

30. Tracking deployment dates of content
assets is the key for measuring ROI.

31. Track improved monthly listing positions
for content optimization ROI.

32. Track increased traffic for search
performance ROI.

33. Track repeat visitation for content
engagement ROI.

34. Track increased time-on-site for content
stickiness ROI.

35. Track improved conversion rates for
content testing ROI.

36. Track increased leads from content
interaction ROI.

37. Track increased sales from those leads for
actual ROI.

38. Track decreased user acquisition cost for
actual ROI.

39. What competitive
Bonus
intelligence does
101 Content Marketing
SpyFu offer?
Tips
Book

40. Download a PDF version of the 101
Content Marketing Tips book for free!
ideaLaunch.com/content-marketing-resources

41. PostRank
CEO
Carol Leaman

42. Helping Online Publishers Maximize
Revenue
http://analytics.postrank.com
www.postrank.com

45. Social Web

46. Engagement
Creating
Critiquing
Chatting
Collecting
Clicking

47. 30% year over year engagement
growth
more participation, more conversations on top 10K
sites

48. On-site
2007: 82%
Off-site
2009: 66%

49. Trackbacks
2007: 19%
Chatter
2009: 29%

50. Half-life of a new piece of content is 1
hour!

54. Coupon Code:
http://topblo.gs/7KBahh
http://analytics.postrank.com

55. Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
“Demand and track a
measurable return on
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
your investment in
Carol Leaman, PostRank
CEO
content marketing.”
Carol [at] PostRank.com
Phone: 519-514-0064
Let’s Talk.