Content Marketing. You have heard the term, but you wouldn't be willing to step up to "Who Wants to be a Millionaire" host, Meredith Viera, with your definition. More importantly, your plan of execution goes directly to Plan B. Don't feel bad-we'll take care of you. Get comfy and grab a headset.
1. Content
June 24, 2009
Byron White, ideaLaunch
Chief Idea Officer
Marketing
What is Content Marketing?
Content Marketing Essence
Content Creation Process
ROI Measurement
Webinar
Content Asset Portfolio
Tips for Success
2. What is content
marketing? It’s more
than just a buzz word.
It’s the most important
tool in your marketing
toolchest these days.
3. It’s the art of listening
to your customer’s
needs and wants.
4. And the science of
delivering it to them in
a compelling way.
7. The essence of the
content marketing
revolution is all around
us in the form of words,
motion and
conversations.
8. Traditional broadcast
marketing is necessary
perhaps, but limited.
– Cold Calling
– Direct Mail
– Print Advertising
– Trade Shows
– Telemarketing
– Banner Ads
– Radio Spots
11. 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
12. Insight and advice to
customers replaces
features and benefits.
– Earn Trust
– Add Value
– Be Honest
– Share Ideas
– Stop Selling
13. 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
14. Content becomes
available to readers any
time and any place.
– Mobile
– RSS Feeds
– Content Widgets
– Content Gadgets
– Desktop
15. Creating content for the
web is an art & science.
You must now optimize
content for readers AND
the search engines.
16. 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
17. Find the opportunity for
content assets to drive
traffic and sales fast.
– PPC Price
– Search Volume
– Manual Weights
– Trend Report
– Traffic Report
18. Optimize content around
hot topics and keywords
that appeal to the bots.
– SpyFu.com
– RavenTools.com
– GoodKeywords.com
– KeywordDiscovery.com
– Google.com
– WordVision.com
19. 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
20. 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
24. Track listing positions in
the search engines for
success measurement.
– Establish Keyword Universe
– Track Top 100 Listings
– Track Top 10 Listings
– Track Top Keywords
28. Tips for Content
Marketing Success
learned by creating
and developing 18
million words
for 500+ clients.
29. 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
30. Put the full power of social
media with conversations, not
followers.
32. 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
33. 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
34. 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
36. Articles translate your
expertise and establish
the credibility you need.
– Knowledge Centers
– FAQ Sections
– Article Submissions
– Link Popularity
– Industry Journals
37. 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
38. The content marketing
revolution began with
White Papers. Go Retro!
– Bit Stale
– Establish Expertise
– Make Understandable
– Infuse Personality
– Showcase Insight
39. 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
40. 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
41. Microsites offer specific
topic focus and solutions,
without the distractions.
– Talk the Real Talk
– Micro Communities
– Topic Focus
– Testing Platform
– Controled ROI