1. Content Planning to Drive Results
Content Marketing Webinar V37
January 31st, 2013
Byron White Jon Wuebben
Chief Idea Officer Content Launch
ideaLaunch.com Author: Content is Currency
Byron [at] ideaLaunch.com Jon [at]ContentLaunch.com
240 Commercial Street
Boston, MA 02109
617-227-8800

2. What is The Content Planning
Content Marketing? Content Plan to Drive Results

3. What is
Content
Marketing?

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

5. And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Videos
Web
Widgets

6. It’s catching customers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
Video Portals

7. With information they want and need
Downloads
Deals
Geo-Targeted Offers
Interest-Targeted Offers
Send to Friend
Re-Tweet
Likes
Loves
Repeat Visitation

8. 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

9. And finding the most efficient path to engagement and sales
Score Engagement
Qualify Lead
Evaluate Intent
Induce Trial
Motivate Purchase
Get the Sale
Correlate Assets to Sale

10. It’s following a process and workflow to delivers results

11. And tracking performance in a variety of ways

12. The
Content
Plan

13. What does a content plan offer you?
How much content to I need to compete online?
How frequently should I publish it?
How good does it need to be?
What type of content assets do I need?
How much will the content plan cost?

14. Content Plans: Table of Contents
Introduction 3
Domain Analysis 4
Keyword Research 5-10
Keyword Research Methodology 5
Keyword Silos 6
Keyword Classifications 7
Keyword Silo Distribution 8-10
Competitive Research 11-32
SEO Research 11-13
Listing Positions 14-16
Aggregate Search Volume by Industry 17
Content Audit 18-20
Content Samples 21-24
Executive Summary 25
Appendix 26
Content Plan by Silo Summary 27
Summary of Methods 28
Glossary 29
Keyword Silo Summary 30-141

15. Step 1: Domain Analysis and Keyword Research
AnalyticsSEO Google Adwords
Authority Labs HitWise
Bring Share Keyword Spy
Keyword Search Rankings SEOBook
KeySR SpyFu
Microsite Masters Trellian
Rank Ranger WebCEO
SEOMOZ WordStream
SERPs WordVision
WhooshTraffic WordTracker

16. Keyword Filtering and Selection
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 After Duplicates Universe
Removed
Keyword Universe Keyword Count
Final Keyword Universe 3,613
Golden Keywords (Most Important) 312
Low-Hanging Fruit Keywords (Google SERP) 50 to 100 467
Top 100 PPC Keywords 100
Top 100 Search Volume Keywords 100

17. Keyword Groups
Keyword Groups
700 643
573 571
600 531 540
500 448
390 408
400 341 325
296 317
289 286
300
200
100
0

18. Keyword Groups
Keyword Groups
120
111
100
84
80 74 73 75
Golden
61
60 57 57 55 Low Fruit
54
Top PPC
39 40
40 Top SV
22
25
22 20 24 26
18
20 13 12
8 8 9
3 5 3
0
0
Sales Cloud Jigsaw Service Cloud RemedyForce Chatter Radian6 Force.com

19. Here’s the Problem: Spreadsheet Nightmare

20. Step 2: Competitive Intelligence Research

21. Page Rank
Google Page Rank
Symantec
IBM
Xerox
Laserfiche
EMC
Iron Mountain
McKesson
CommVault
Cintas
Recall
Shredit
BMI Imaging
Shred Nations
Retrievex
0 1 2 3 4 5 6 7 8 9

22. Pages Indexed
Pages Indexed
IBM 11,000,000
Symantec 1,820,000
Xerox 1,040,000
EMC 285,000
CommVault 19,900
Laserfiche 14,300
Iron Mountain 11,700
Cintas 7,860
McKesson 7,040
Shred Nations 3,980
Recall 1,510
Shredit 1,440
BMI Imaging 291
Retrievex 175
1 10 100 1,000 10,000 100,000 1,000,000 10,000,000 100,000,000

23. Inbound Links
Inbound Links
IBM 3,653,462
Symantec 1,768,475
Xerox 259,657
EMC 180,349
Laserfiche 64,496
McKesson 37,886
Iron Mountain 25,617
CommVault 13,672
Cintas 12,323
Shredit 5,129
Recall 4,572
Shred Nations 1,238
BMI Imaging 1,105
Retrievex 443
1 10 100 1,000 10,000 100,000 1,000,000 10,000,000

24. Content Assets Published
Total Content Assets Published by Competitor
6000
5482
5000
4000
3000
2488
2000
1422
1079
1000 883 813
137
0
Salesforce HubSpot Google App Yammer SugarCRM RightNow Amazon EC2
Engine

25. Content Asset Types
Content Assets Types
2500
2223
2000
1500
1000 888
500 429 416
229 211
179
114 107 106 101
54 52 47 47 38 38 30 27 26 25 22 20 12 11
8 6 5 4 3 2 2
0

26. Social Media
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

27. Social Fan Base
Social Media Fan Base
300000
257898
250000
200000
150286
150000
123369
100000
50000
21582 14665
4530
0
Oracle SAP Salesforce Microsoft Netsuite Sugar CRM
Dynamics
CRM

28. Here’s the Problem: To Much Data
Social Media Fan Base
300000
257898
250000
200000
150286
150000
123369
100000
50000
21582 14665
4530
0
Oracle SAP Salesforce Microsoft Netsuite Sugar CRM
Dynamics
CRM

29. Step 3: Content Asset Recommendations
Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
Workbooks
Video

30. Quantity Required to Capture Market share
Recommended Assets
Articles 136
Blogs 890
Case Studies 160
Data Sheets 53
eBooks 0
FAQs 31
News Articles 75
Podcasts 99
Press Releases 237
Videos 160
Webcasts 47
White Papers 68
0 200 400 600 800 1,000

31. Estimated Cost to Create and Optimize Content Assets
Asset Quantity Budget
Articles 136 $6,800
Blogs 890 $26,700
Case Studies 160 $160,000
Data Sheets 53 $5,300
eBooks 0 $0
FAQs 31 $775
News Articles 75 $3,000
Podcasts 99 $495
Press Releases 237 $47,400
Videos 160 $800
Webcasts 47 $235
White Papers 68 $272,000

32. Expected ROI for Content Marketing Investment
Recommended Content Marketing Budget $523,505
Estimated Traffic Increase 447,036
Total Value for #1 Listing Position $2,576,154

33. Here’s the Problem: ROI can be Guesswork

34. Content Planning to
Drive Results

35. The final keyword list defines the content strategy

36. The goals is to create content and optimize for performance
Content + Optimization = Listing Positions + Traffic

37. The Content Planning Challenge
How can content creators align with performance goals?
How can you create fresh content and avoid duplication?
How can you track performance of content and drive strategy?
How can you get writers, SEO specialists and marketers on the same page?

38. WordVision is one answer….a new tool by ideaLaunch

39. Step 1: Easy to Setup and Get Started

40. Step 2: Create keyword groups the drive strategy

41. Step 3: Quickly see what’s been published in the past

42. Step 4: Create future ideas for content that support SEO

43. Step 5: Approve the ideas and put the best into production

44. Step 6: Track the performance of content you publish

45. Competition Reports

46. Market Share Reports

47. Google Listing Position Tracking

48. Position Trend Reports

49. Traffic Reports

50. Best of All: WordVision is Free for up to 200 Keywords

51. 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/101