Content MarketingWebinar

June 24, 2009

Byron White, ideaLaunch

Chief Idea Officer

What is Content Marketing?

Content Marketing Essence

Content Creation Process

ROI Measurement

Content Asset Portfolio

Tips for Success

What is content marketing? It’s more than just a buzz word. It’s the most important tool in your marketing toolchest these days.

It’s the art of listening to your customer’s needs and wants.

And the science of delivering it to them in a compelling way.

It’s constantly testing campaigns to learn what works and doesn’t.

It’s a well-told story that keeps readers coming back for more.

The essence of the content marketing revolution is all around us in the form of words, motion and conversations.

Traditional broadcast marketing is necessary perhaps, but limited.

Cold Calling

Direct Mail

Print Advertising

Trade Shows

Telemarketing

Banner Ads

Radio Spots

Content Marketing talks with people, not at people.

Content Marketing puts the customer at the center, not the company.

It’s important. “The only marketing left is content marketing.” Seth Godin

All Marketers are Liars

Meatball Sunday

Purple Cow

The Big Red Fez

Small is the New Big

The Moo

Tribes

Insight and advice to customers replaces features and benefits.

Earn Trust

Add Value

Be Honest

Share Ideas

Stop Selling

Content becomes the pipeline for warm leads. No more cold calling!

Measure Prospect Interaction

Push Content Track Interest

Points for Downloads

Points for Conversations

Points for Particpation

Points = Trust = Sales

Content becomes available to readers any time and any place.

Mobile

RSS Feeds

Content Widgets

Content Gadgets

Desktop

Creating content for the web is an art & science. You must now optimize content for readers AND the search engines.

Start by researching your customer’s needs and wants in creative ways.

Keyword Research

Social Media Sphere

Talk and Listen

Surveys and Polls

Customers Customers

Find the opportunity for content assets to drive traffic and sales fast.

PPC Price

Search Volume

Manual Weights

Trend Report

Traffic Report

Optimize content around hot topics and keywords that appeal to the bots.

SpyFu.com

RavenTools.com

GoodKeywords.com

KeywordDiscovery.com

Google.com

WordVision.com

Hire great writers that know how to get under the skin of the reader.

Inhabit the Target Audience

Build Credibility

Contagious Writing Style

Surprise and Delite

Teach us to be Smart

Practice Writing Haiku

Find New Value

Work Smart

Score content SEO strength easily. Put technology to work for SEO.

PageStrengthTool.com

Score SEO Strength

Pepper Rich Keywords

Build Internal Links

Find Low Lying Fruit

Create Meta Descriptions

Support SEO with Content

You demand a measurable return on your investment for content marketing. No more guesswork.

Improve conversion rates instantly with landing page optimization.

A/B Testing

Multivariate Testing

Google Website Optimizer

Site Tuners

Offermatica

Optimost

Readers decide what headlines, copy and graphics works best. Fast!

Track listing positions in the search engines for success measurement.

Establish Keyword Universe

Track Top 100 Listings

Track Top 10 Listings

Track Top Keywords

Compare listing position trends with content deployment.

Compare content deployment with traffic spikes.

Study repeat visitation to your website and time-on-site.

Tips for Content Marketing Success learned by creating and developing 18 million words for 500+ clients.

Internal and external links are essential for success. Get the most of link love.

Link Popularity

Support SEO

Validate Content

Justify Top Listings

Big Beef Story

Put the full power of social media with conversations, not followers.

Publish a printed book and become an authority.

Discover what you see that your competition does not see.

Apply Your Expertise

Position Your Company

Find Keen Insight

Shed New Light

Offer the Inside Scoop

Raise Awareness

Progress Leads with Knowledge

Find the essentially contested concepts and share your insights.

Follow Thought Leaders

Find Topics to Debate

Chime in Your Thoughts

Contribute to Communities

Put Your Ideas to Work

Stay on Topic

Social media posts and conversations offer the insight you need.

Search.Twitter.com

FaceBook.com/lexicon/

ThunderThimble.com

TechRigy.com

BlogSearch.Google.com

BlogPulse.com

IceRocket.com

Delicious.com

StumbleUpon.com

Content Marketing AssetsPortfolio

Articles translate your expertise and establish the credibility you need.

Knowledge Centers

FAQ Sections

Article Submissions

Link Popularity

Industry Journals

It’s amazing what a printed book can do. Authors are authorities.

$172M Audio Books 2008

On-Demand Printing

ISBN Authority

Future Search

Speaking Events

Authority Validation

The content marketing revolution began with White Papers. Go Retro!

Bit Stale

Establish Expertise

Make Understandable

Infuse Personality

Showcase Insight

Video content is becoming the mainstream for wallstreet and mainstreet.

YouTube: 20 Hours/Minute

Broadband Speed

Hollywood Entertainment

Sissimo: Site, Sound. Motion

Viral Marketing

Trade Shows

Motion and Emotion

Web readers are traveling at high speeds. eBooks catch them on the fly.

$113M Sales 2008

Increase 68% 2007

Google Listings

Whitepaper Steroids

Email Required

Easy Pass Around

Microsites offer specific topic focus and solutions, without the distractions.

Talk the Real Talk

Micro Communities

Topic Focus

Testing Platform

Controled ROI

Short, sharp, content rich Webinars turn browsers into believers.

Thought Leadership

Competitive Intelligence

Authority Leadership

Conversion Metrics

The projections for podcast downloads make this media exciting.

Internet Users Audience

9% 2008

11% 2009

13% 20010

14.5% 2011

15% 2012

17% 2013

Slide presentations get concise thoughts out to interested prospects.

SlideRocket.com

SlideShare.net

SlideServe.com

PPTExchange.com

SlideLive.com

AuthorStream.com

Case Studies build your case to show exactly how your services help.

Like Me

Predict Future

Find Similarities

Compare Notes

Translate your expertise and point of view with easy-to-understand tips.

Measure ROI

Improve Conversions

Long Tail Keywords

SEO Edge

Create Great Content

Byron White, ideaLaunch

Chief Idea Officer

Blog: ideaLaunch.com/Blog

Twitter: ByronWhite

FaceBook: Byron White

Phone: 617-227-8800 x 201

Cell: 617-775-5828