salesforce: how to win the war on the web
DESCRIPTION
Byron White's presentation to Salesforce at their headquarters in San Francisco, CA, September 22, 2011.TRANSCRIPT
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SalesForce: How to Win the War on the Web
Byron WhiteChief Idea OfficerideaLaunch
Exclusive PresentationSalesForce.com
September 22, 2011
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Agenda
How can you reach bigger audiences, driving awareness, pipeline, and product adoption?
Create great content. So great, readers share it.
We've brought in a content marketing expert to help us understand what we need to write about, at what frequency, and how to make sure it gets picked up in search.
Write about information customers want and need.
Byron will provide real-world examples of low hanging fruit that just needs to be optimized, as well as new opportunities we might explore.
Let’s do it.
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The ContentMarketing Revolution
Content Marketing is a Team Sport
Brand YouIs the Secret Weapon
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What isContent Marketing?
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It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
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And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Videos
Web
Widgets
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It’s catching readers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
News
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With information they want and need
Love It Metrics
Downloads
Time on Site
Repeat Visitation
Send to Friend
Post to Network
Link to Page
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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
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And finding the most efficient path to engagement and sales
The Trust Pipeline
Score Engagement
Qualify Lead
Evaluate Intent
Induce Trial
Motivate Purchase
Get the Sale
Correlate Assets to Sale
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Content Marketing is a Team Sport
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The Six Step Content Marketing Workflow
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Step 1 The Content Plan
Research Summary
Competitive Intelligence
Keyword Filtering
Content Analysis
Organic Market Share
Content Asset Allocation
Conclusions
How much content?
How frequently?
How good is it?
What distribution channels?
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Competitive Research
Company Name/Product Line Domain/Sub-Domain
Salesforce salesforce.com
Amazon EC2 aws.amazon.com
Google App Engine code.google.com
HubSpot hubspot.com
Jive Software jivesoftware.com
Oracle oracle.com
Microsoft Azure* microsoft.com*
Microsoft Dynamics* microsoft.com*
Microsoft SharePoint sharepoint.microsoft.com
NetSuite netsuite.com
RightNow rightnow.com
SAP sap.com
SugarCRM sugarcrm.com
Yammer yammer.com
Zendesk zendesk.com
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Keyword Research
Pulled Keywords Duplicates Duplicates Removed Universe 1,000
10,000
100,000
1,000,000
156,582
11,590
138,272
3,613
Keyword Research
List Name Keyword CountKeyword Universe 3,613Golden Keywords 312
Low-Hanging Fruit Keywords 467Top 100 PPC Keywords 100
Top 100 Search Volume Keywords 100
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Keyword Silo Development
Chatter Force.com Jigsaw Radian6 RemedyForce Sales Cloud Service Cloud0
100
200
300
400
500
600
700
Keyword Distribution by Product Silo
Application Development
Cloud Computing
Contact Management
CRM Enterprise Collaboration
IT Help Desk Social Media Management
0
100
200
300
400
500
600
700
Keyword Distribution by Topic Silo
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Market Share Analysis of Keyword Silos
Keyword Silo Salesforce Market ShareContact Management 31%
Sales Cloud 28%Jigsaw 26%
Cloud Computing 25%RemedyForce 22%Service Cloud 22%
CRM 21%IT Help Desk 20%Force.com 13%
Application Development 11%Enterprise Collaboration 10%
Chatter 8%Radian6 7%
Social Media Management 5%
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Content Research
Salesforce HubSpot Google App Engine
Yammer SugarCRM RightNow Amazon EC20
1000
2000
3000
4000
5000
6000 5482
2488
14221079 883 813
137
Total Content AssetsSalesforce vs. Competitors
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Content Analysis
Blog
Web
Pag
eVide
o
Case
Study
Press
Rele
ase
Bug T
rack
er
Web
cast
News
Forum
Data
Sheet
Whit
e Pap
er
XML
Feed
Login
Pag
e
Releas
e Not
es
Applic
ation
Guid
e
Pricing
Pag
e
Audio
Recor
ding
Slides
FAQ
0
50
100
150
200
250220
166158
7766
5242
24 2412 11 10 7 4 4 2 2 1 1
SugarCRM Content Assets
Implementation Guide
Calculator
Form
Study Guide
Tips
FAQ
Slides
Course Catalog
News
Success Story
Use Case
Customer Testimonials
White Paper
Scroller
XML Feed
Web Page
0 500 1000 1500 2000 2500
22345681112202225262730383847475254101106107114179211229
416429
8882223
Salesforce Content Assets
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Social Media Research
Oracle SAP Salesforce Microsoft Dynamics
CRM
Netsuite Sugar CRM0
1000
2000
3000
4000
5000
6000
7000
8000
9000
29452461
8093
11661751
1045
Social Media Publishing VolumeCustomer Relationship Management
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Social Media Analysis
Oracle SAP Salesforce Microsoft Dynamics
CRM
Netsuite Sugar CRM0
50000
100000
150000
200000
250000
300000
257898
150286
123369
21582 146654530
Social Media Fan BaseCustomer Relationship Management
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Research Summary
Content Asset YourSite.com Best of Competitor
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
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Additional Elements for Future Development
Style Guides
Customer Research
Persona Development
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Step 2 Content Creation
How good? + Customer Interests+ Industry Expert Writers+ Conversion Influence+ Performance goals
How much? + Distribution Channels+ Topic Research+ Publishing Research+ Market Share Analysis
How often?+ Publishing Frequency+ Channel Distribution+ Customer Reach
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What is great content?
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SalesForce.comVideo ContentA-
What’s Now?
Content/Design A
Cloud Depth B
What’s next?
Predicting Sales Future
Chatter Builds Trust
Trust Builds Sales
The Force is With You
Dream Your Way to Success
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SalesForce Blog ContentB
Old Layout
Layout and Design C
Frequency + Volume A
Rich Info Advice C
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SalesForce New Blog B
What’s Now?
Layout/Design A
Lead Generation C
What’s next?
Contributor Volume
Link Strategy
Lead Generation
White Papers
Humor
Sunshine on a Cloudy Day
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White Papers and Case StudiesC
What’s Now?
Information Rich
Dry Tone and Style
What’s next?
Call to Action (Lead Gen)
Information Design Rich
Link Strategy
Subscription Service
Topic Spot On
Purple Papers
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White Papers and Case StudiesC
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Web PagesC
Lead Gen Page
See Lots of Demos
Form Length
What’s Wrong
Test Form Size
Right Column
SalesForce Products
Product Image
No Motivation
No Education
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Web PagesC
Pricing Page
Free
Chatter Plus
What’s Wrong
Right Column
Value Add White Paper
Lead Generation
Motivation
Education
Information
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Web PagesC
Learn More Page
Access Help Chat 10 Seconds
Pulls away after 10 Seconds
Transform Business with SalesForce Products
Betterment Ideas
Access Help Chat 24 x 7
Transform Business with Value Add White Paper for Lead Gen Motivation
48 Minutes not 48 Hours
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Sales and Marketing IntegrationC
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Sales and Marketing IntegrationC
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EmailC
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Email MarketingC
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Email MarketingC
What’s Now?
What is the Cloud?
Duplicate Content
What’s next?
Meta Descriptions
Resource Center
Conversion Enabled
Internal Link Building
Predict the Weather
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Content Creation Recommendations (HELP)
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Step 3 Content Optimization
The SEO Plan
Competitive Intelligence
Keyword Research
Keyword Silos
Market Share Timestamp
Content Asset Allocation
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Keyword Universe (HELP)
List Name Keyword CountKeyword Universe 3,613Golden Keywords 312
Low-Hanging Fruit Keywords 467Top 100 PPC Keywords 100
Top 100 Search Volume Keywords 100
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Product Keyword Silos
Sales
Cloud
Jigsaw
Servi
ce Cloud
Remed
yForce
Chatter
Radian
6
Force
.com
0
20
40
60
80
100
120
84
54
73
57 61
39 40
111
74 75
57
13 9
55
22
8
22 24
0 3 3
25
820
26
125
18
Product Keyword Silos
GoldenLow FruitTop PPCTop SV
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Hot Topic Keyword Silos
Cloud Computing CRM
Contact M
anag
emen
t
Socia
l Med
ia Man
agem
ent
Enter
prise C
ollaborati
on
IT Help
Desk
Application Dev
elopmen
t 0
20406080
100120140
3955 49
25 3144
32
7584
123
829
6149
1
32 24
0 1
30
53 11 10 5 419 17
Hot Topic Keyword Silos
GoldenLow FruitTop PPCTop SV
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Golden Keywords
business software applications
business contact
lead tracking
enterprise application integration
communication and collaboration
help desk ticketing software
application development tools
enterprise collaboration software
tech support
collaboration software
help desk support software
application integration
enterprise application development
support desk software
lead tracking software
online help desk software
small business crm software
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00
$10.02
$10.42
$10.71
$11.33
$11.90
$11.98
$12.54
$13.63
$14.72
$14.73
$14.97
$15.50
$17.87
$23.80
$24.20
$26.11
$26.82
High-Priority Golden Keywords
PPC
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Low-Hanging Fruit Keywords
help desk software solutions
free crm software
contact manager email
small business crm software
contact relationship management
enterprise crm solutions
it help desk software
software sales leads
help desk software
help desk software solution
online customer support software
web customer service software
customer contact management
enterprise crm software
crm management software
contact data management
contact center applications
email customer service software
$0.00$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
$45.00
$25.11
$25.55
$26.30
$26.82
$26.89
$27.04
$27.46
$27.91
$29.58
$29.86
$33.38
$33.59
$34.02
$34.03
$34.68
$36.10
$37.32
$40.99
High-Priority Low-Hanging Fruit
PPC
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Low-Hanging Fruit Keywords
cloud platformssupport solutions
customer relationship crmapplication help desk
customer services managementprocess management software
business contactscall center analytics
crm management softwarecrm package
remedy help desksales engineer
services of cloud computingtracking leads
application developmentcloud app
enterprise collaboration softwareit service supportlead management
project management crmsales systems
service desk itadvantages of cloud computing
application integrationbusiness contact software
business management process software
-25-20-15-10-50
-21-7
-6-5
-4-4
-3-3-3-3-3-3-3-3
-2-2-2-2-2-2-2-2
-1-1-1-1
Positions Lost in Last Month
Positions
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Internal Link BuildingC-
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Inbound Link Popularity
Microsoft Azure
Microsoft Sharepoint
SugarCRM
Microsoft Dynamics
Google App Engine
Yammer
RightNow
SAP
Salesforce
HubSpot
Jive Software
Amazon Web Services
Netsuite
Oracle
Zendesk
1 100 10000 1000000 100000000
53
65,048
111,575
114,643
128,046
430,345
443,521
726,165
777,954
795,935
1,249,959
2,588,883
2,785,574
4,989,204
30,982,286
Inbound Links
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Keyword Maps (HELP)
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SEO Scoring (HELP)
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SEO Scoring (HELP)
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Step 4 Content Editing
Advanced Editing Process
Content Plans
Topic Research
Style Guides
Writer Sampling
Editorial Revisions
Content Haiku
Brand Infusion
Fact Proofing
Technical Review
Legal Review
Engagement Testing
Delightful Confirmation
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Great Editors are required to develop great content
“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
“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”
—Red Smith
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Great Editors know how to craft an engaging story
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
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Great Editors find your company’s Haiku and distinct voice
Haiku: Japanese 3 line poem, 17 syllablesDefine 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
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Great Editors 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
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Great Editors Turn Complexity into Simplicity
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Great Editors Turn Complexity into Simplicity
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Great Editors Turn Complexity into Simplicity
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Step 5 Content Distribution
Distribution Channels
On-Site Distribution
Off-Site Distribution
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Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
Workbooks
Video
Determine the right mix of content assets
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On-Site distribution architecture (HELP)
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Distribution Channels
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Step 6 Content Performance
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A Sneak Peak at the Conversion Formula
Content: Are you earning trust with information customers want and need?
Usability: Is your content and imagery optimized for conversion?
Motivation: Do you have clear reasons to buy and not try the competition?
Incentive: Are you offering 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?
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
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Listing Positions
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Organic Traffic
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Content Downloads
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Sales Influenced by Content Assets
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Time On Site
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Return Visitors
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User Acquisition Cost
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Conversion Rates
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Brand Youis the Secret Weapon
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Tip #1: Get in tune with the paradox of choice
• Too many choices with the new age of micro expansion
• New rules for complex decision making
• New meaning needs to be developed to find the best path
• New methodology needs to be formulated for big decisions
• New reward needs to surface with the right decision
The Paradox of Choice by Barry Schwartz
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Tip # 2: The Conversion Formula
Content: Are you earning trust with information customers want and need?
Usability: Is your content and imagery optimized for conversion?
Motivation: Do you have clear reasons to buy and not try the competition?
Incentive: Are you offering 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?
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
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Test “feel” words to improve conversion rates
Employment Sell Words
Entry Level Position
Excellent Growth Opportunity
Immediate Openings
Leading Company Seeks
Growing Company Seeks
Team Player
Strong Interpersonal Skill
Financially Motivated
Annual Performance Bonus
Team Environment
Financial Sell Words
You’re Already Pre-Approved
Cash Back Offer
Be Debt-Free in Weeks
Instant Financial Freedom
No Annual Fee
Pocket Extra Money
Low Introductory Rate
Fast Cash
Start Saving Now
Peace of Mind
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Test “sell” words to improve conversion rates
Offers
Special Offer
Exclusive Offer
Limited Time Offer
Click Here
Right Now
Instant Access
Instant Download
Free Shipping
No-Fuss Signup
Easy Signup
Trials
Free Trial
First Time Trial
No-Risk Trial
Risk Free Trial
Buy After Review
Test Drive
Free Membership
Free Subscription
Join Beta Group
Free Trial with Feedback
Motivators
Free Gift
Pays for Itself
Limited Availability
As Seen on TV
Solve X
Stop Y
All Inclusive
Best Rated
Tested and Proven
Money-Back Guarantee
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Test both positive and negative sell words
Negative Sell Words
Baffling
Blurred
Unclear
Bewildering
Mind-Boggling
Complicated
Convoluted
Perplexing
Puzzling
Mixed Up
Positive Sell Words
Persevering
Efficient
Hard-Driving
Proactive
Adaptable
Responsive
First-rate
Top-notch
Highly Competent
Powerful
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Tip #3: What’s your mantra
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
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Get in tune with customer 2.0 wants and needs
Customers Needs
• Credibility, Belief and Logic
• Exposure to New Information
• To Laugh
• Mystery and Bravery
• Surprise and Delight
Content Critical by Gerry McGovern and Rob Norton
2.0 Customers Needs
• Info in a Hurry
• Access to Specific Things
• Personalization
• Authority Advice
• Relevant Content
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Hire great writers with great characteristics
Curiosity
Passionate Voice
Well Traversed
Make Meaning
Keep it Simple
Less is More
Short and Sweet
Fresh Insight
Results Driven
Inquisitive
Storytellers
Journalists
Researchers
Socratic
Optimizers
Knowledge Seekers
Wordsmiths
Deep Diggers
Big Picture Thinkers
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Learn how and why to tell 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
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Learn why some stories get passed on and on
Information A StoryFills You Up Moves You OnFacts ActsCiting ExcitingReams DreamsPromotional EmotionalStatic DramaticCheck lists Casts of CharactersCompiling CompellingAnnotated AnimatedFeeding the Brain Touching the HeartExpires Inspires
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Create informational content that sells WITHOUT selling
Info Content
Speaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
Workbooks
Press Releases
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Proven methodology delivers the conversion improvemement you demand
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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.
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Customer Personas
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Customer Personas
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Style Guide
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Competitive Research: Lots of Free 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
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“The only marketing left is content marketing.” Seth Godin
Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
Free 101 Content Marketing Tips Book DownloadVisit ideaLaunch.com