september 2009 - using competitive intelligence to drive content solutions

Content

Marketing

Webinar 4.0

Competitive

Intelligence

Byron White

Founder

Chief Idea Officer

ideaLaunch.com, Inc.

Mike Roberts

Founder

President

September 30, 2009

1 PM EST

cassie.villa@idealaunch.com

What is content marketing?

How is itdifferent?

How do you put competitive intelligence to work?

How do you get ahead of the competition?

What are some SpyFu tips?

Content Marketing Webinar v4

Putting Competitive Intelligence to Work for your Business

What is

content

marketing?

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

And the science of

delivering it to them in a

compelling way.

Content Assets

Articles

Tips and Advice

Webinars

Workbooks

Widgets

Live Support

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

And measuring readers’

engagement and desire

for more.

Engagement

Downloads

Time on Page

Action on Page

Repeat Visitation

Send to Friend

Social Bookmark

Tell a Friend

It’s catching readers that

travel at high speeds at

the right time and place.

Anytime Content

Desktop

Applet

Mobile

RSS Feeds

Podcasts

Social Networks

With the new marketing

universe of widgets,

gadgets and apps.

iPhone Apps

Urban Spoon

Amazon Kindle

Sirius XM

SalesForce.com

Flixter

Fandango

It’s using content and

knowledge as the new

sales pipeline for leads.

New Sales Pipeline

Offer Content

Accumulate Leads

Score Leads

Distribute Leads

Induce Trial

Score New Activity

Measure Success

And using technology to

score leads that are

most likely to convert.

SalesForce Scoring

Free Tool Interaction

Content Downloads

Proposal Downloads

Newsletter Sign Ups

Widget Interaction

Customer Logon

How is content

marketing

different?

Traditional marketing

pushes sales offers out

that people may not want.

Traditional Media

Direct Mail

Print Advertising

Trade Shows

Banner Ads

Radio Spots

Content marketing

pushes content out that

people want and need.

Content Marketing Assets

Webinars

Whitepapers

Workbooks

Widgets

Articles

talks at people to drive

sales and growth.

We’re #1

Best Price

Best Products

Best Features

Best Value

Best Technology

Best Service

Content marketing talks

with readers, providing

information and answers.

centers the company on

marketing strategy.

Traditional

Marketing

Strategy

Content marketing

centers the customer on

the marketing strategy.

Content

Marketing

Strategy

interrupts customers with

info they may not want.

No-Permission Marketing

Cold Calls

Telemarketing

Pop-Up Banners

Run-Of-Site Ads

Spam Email

Content marketing makes

life smarter, better, faster

and wiser.

Info Earns Trust

Pub Articles

Shortcuts

Answers

Well-Told Stories

Distinction

Fast Solutions

Simplicity

What are the

best competitive

research tools?

Competitive intelligence

research tools.

WordVision.com

SpyFu.com

GoodKeywords.com

KeywordDiscovery.com

Compete.com

QuantCast.com

Google Webmaster Tools

Raven-SEO-Tools.com

Tools.SEOBook.com

SEOToolSet.com

LinkVendor.com

MarketLeap.com

PageStrengthTool.com

Competitive Intelligence

Search Engine Hacks.

Search Command ResultLink:www.YourSite.com Pages that link to your site

Site:www.YourSite.com Indexed pages in your site

Cache:www.YourSite.com Google’s cache of your site

Related:www.YourSite.com Pages similar to your site

Info:www.YourSite.com Provides info about your site

“tips” site:.edu Pages on .edu sites that contain the term “tips”

allinurl:content marketing Pages with content and marketing in URL

allintitle:content marketing Pages with exact phrase content and marketing in

the title

site:ideaLaunch.com -site:www.ideaLaunch.com Pages on ideaLaunch.com that aren’t on the www

subdomain

Compare traffic and the

percent of market reach.

Tip: Total up all the key

players traffic to find total

market share.

Compare PPC spend.

Tip: Correlate ad spend

with overall traffic to help

estimate organic traffic

volume.

Compare authority status

in the industry.

Authority Assets

Speaking Events

White Papers

Webinars

Podcasts

Online Courses

Informational Guides

Press Releases

Compare listing position

performance.

Tip: Monitor

monthly listing

positions of your

site and your

competition.

Compare content asset

publishing frequency.

Tip: Track growth of

site maps pages and

total pages indexed

in the search

engines.

Compare reach in the

social media sphere.

Social Media Platforms

Twitter

Facebook

YouTube

Flickr

Technorati

del.icio.us

Compare conversations

in the social sphere.

Social Research Tools

Search.Twitter.com

Facebook.com/lexicon/

ThunderThimble.com

TechRigy.com

BlogSearch.Google.com

BlogPulse.com

IceRocket.com

TweetDeck.com

Compare the testimonial

power of persuasion.

Tip: Test location of

promotions including

off-site. And try podcast

and video testimonials

to get ahead of the

competition.

Compare inbound link

support for SEO.

Inbound Link Tips

Engaging Content

Content Widgets

Press Releases

Directory Submissions

Article Submissions

Social Media Posts

Blog Comments

Partner Sites

.Org Links

.EDU Links

Compare internal link

support for SEO.

Tip: Building

internal links is

fast and easy

and can have big

SEO impact.

Compare Landing Page

Optimization and Testing

methods and practice.

How do I put

competitive

intelligence to

Develop a content

marketing plan based on

the competitive data.

Content Marketing Plan

Scope of Project

Competitive Review

Content Asset Portfolio

Service Description

Production Schedule

ROI Measurement

Pricing

Start by grading

competitive performance

and assets strength.

Content Asset YourSite.com Competitor.com

Traffic

PPC Spend

Content Portfolio

Content Authority

Publishing Frequency

Social Reach

Social Conversations

Testimonials

Partnerships

Internal Links

Inbound Links

SEO Strength

SEO Performance

Testing Methodology

Goal: Find insight you

offer that your

competition does not.

Competitive Edge Tips

Find Your Unique Value

Uncover the Undiscovered

Dig for Keen Insight

Shed New Light

Offer the Inside Scoop

Raise Awareness

Invent New Tools

Develop New Methods

Solve More Problems

Tip: Pinpoint opportunity

to achive the ROI you

demand quickly.

Opportunity Keywords

Trend Reports

Keyword Positions 10 to 50

Build Content

Build Links

Publish Consistently

Track Content Impact

Measure Content ROI

Establish Golden

Keywords to target for

SEO strategy.

Golden Keywords

Top 150 Keywords

1/3 In Top 10

1/3 in Top 50

1/3 Not in Top 100

Evaluate Content Strength

Build Internal Links

Add Supportive Content

Tip: Crunch the data to

find the Golden

Keywords.

Tip: Start by reviewing PPC price, search volume and listing position trends. But be sure to create content that readers want and need.

Goal: Improve listing

positions from SEO

success.

Steps for Tracking Success

Establish Keyword Universe

Establish Priority Keywords

Deploy Content Assets

Track Listing Improvement

Tie Content to Improvements

Find Trends and Correlation

Build on Momentum

Goal: Increase repeat

visitation from quality

content.

Goal: Traffic growth from

new readers and fans.

Measure Asset Impact

Identify Keywords with Improvement

Find Content Assets

Examine Deployment Dates

Examine Internal Link Strategy

Examine Optimization of Pages

Conclude Impact Measurement

Goal: Improved conversion

rates from content testing.

Improve Conversion Rates

Test Copy

Test Graphics

Test Images

A/B Testing

Multivariate Testing

Google Website Optimizer

Goal: Decrease of user

acquisition cost from the

right plan and strategy.

Monthly Advertising Cost ÷ Monthly Sign Ups = Monthly User Acquisition Cost

Tip: Correlate improved

listing position with

content publishing dates.

Tip: Compare listing

position performance in

the search engines.

Tip: Measure content

marketing ROI.

What competitive

intelligence does

SpyFu offer?

How can SpyFu

help with

competitive

intelligence?

How can SpyFu help with your content

marketing initiative?

Competitive Intelligence is the tip of iceberg.

Finding Your Gaps

Prioritizing Your Opportunities

New Keywords or Improve Existing?

Tracking Your Success

Optimizing Your Message

Finding Your Gaps: Highlighting Content

Opportunities with SpyFu Kombat

Competitive Intelligence is the tip of iceberg.

Finding Your Gaps

Building Leads and Spotting Trends

Prioritizing Your Opportunities: See

where the clicks are coming from.

Compeitive Intelligence is the tip of iceberg.

Finding Your Gaps

Building Leads and Spotting Trends

Prioritizing Your Opportunities: Improve

your current rankings or target new

Guess what? Lowe’s doesn’t need my

advice. They’re already executing on it.

One Month Later…

Detour: Need Proof? SpyFu’s 3yrs of

cached SERPs has your back.

Case Study: What can Ace Hardware do?

Ace Hardware has tons of opportunity to improve. They are getting maybe 5% of what

they could be.

Case Study: Ace can make huge gains

focusing on just a few subjects.

Being competitive on these keywords could mean millions of visitors per day to Ace Hardware (roughly

10-20 times their current total unique visits.)

Case Study: Execute one subject at

a time. SpyFu Filtering Tools.

How can SpyFu help with your content

marketing initiative?

Optimizing Your Message: What ads

can tell us about messaging that converts

3 out of 4 of the top advertisers on this $10k/day keyword found “$0” works better than “Free”.

All these

domains

stuck with

“$0” after

testing it.

Optimizing Your Message: Avoiding legal

trouble. Brands that Sue.

Dell is so persistent and legally sophisticated that they manage to prevent anybody from advertising on the

keyword “dell” – at least they don’t for long…

Optimizing Your Message: Avoiding legal

trouble. Look before you leap.

Samsung is a large brand with lots of resources, but it doesn’t seem to behave the same way.

Create

Content

Byron White, ideaLaunch

Chief Idea Officer

Twitter: @ByronWhite

Facebook: ByronWhite

Byron[at]ideaLaunch.com

Phone: 617-227-8800 x 201

Mike Roberts, SpyFu

President and Founder

Mike[at]Spyfu.com

september 2009 - using competitive intelligence to drive content solutions

Business

competitive intelligence report

competitive intelligence for the pharmaceutical industry...

competitive intelligence pmrs - 10 january 2002 competitive...

competitive intelligence briefing

deploying business intelligence competitive/business...

desgining a framework for acquisition of competitive...

competitive intelligence in brazil

competitive intelligence - pubcon 2013

introduction to competitive intelligence · gia white paper...

ethics in competitive intelligence

competitive intelligence notes -...

competitive intelligence architecture

the role of competitive intelligence types in marketing of...

marketyze competitive pricing intelligence

introduction to competitive intelligence

nurturing competitive intelligence professionals

the marketer’s guide to competitive intelligence · 2 the...

competitive edge from edge intelligence iot … thingworx...

certificate programs - institute for competitive...

optimize competitive intelligence collection: from public...