September 2009 - Using Competitive Intelligence to Drive Content Solutions
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Join us for the monthly ideaLaunch Content Marketing Webinar 4.0 focused this month on how to use competitive intelligence to drive content marketing strategy. You'll discover how to reverse engineer the online marketing strategy of your competition, and how to develop content marketing strategy with that information to win the war of words on the web. Special Guest Mike Roberts, Founder and President of Spyfu, will offer some secret tips and advice for competitive intelligence. And host Byron White review the art and science of content marketing and how to track the ROI you demand. Don't miss this Content Marketing Webinar!
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September 2009 - Using Competitive Intelligence to Drive Content Solutions
- 1. Byron White Content Marketing Founder Chief Idea Officer Webinar 4.0 ideaLaunch.com, Inc. Mike Roberts Founder President Competitive SpyFu Intelligence September 30, 2009 1 PM EST
- 2. Content Marketing Webinar v4 Putting Competitive Intelligence to Work for your Business What is content How is it How do you get ahead of How do you put competitive What are some marketing? different? the competition? intelligence to work? SpyFu tips?
- 4. 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
- 5. And the science of delivering it to them in a compelling way. Content Assets Articles Tips and Advice Webinars Workbooks Widgets Live Support
- 6. 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
- 7. 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
- 8. 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
- 9. With the new marketing universe of widgets, gadgets and apps. iPhone Apps Urban Spoon Amazon Kindle Sirius XM SalesForce.com Flixter Fandango
- 10. 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
- 11. 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
- 13. Traditional marketing pushes sales offers out that people may not want. Traditional Media Direct Mail Print Advertising Trade Shows Banner Ads Radio Spots
- 14. Content marketing pushes content out that people want and need. Content Marketing Assets Webinars Whitepapers Workbooks Widgets Articles
- 15. Traditional marketing talks at people to drive sales and growth. We’re #1 Best Price Best Products Best Features Best Value Best Technology Best Service
- 16. Content marketing talks with readers, providing information and answers.
- 17. Traditional marketing centers the company on marketing strategy. Traditional Marketing Strategy
- 18. Content marketing centers the customer on the marketing strategy. Content Marketing Strategy
- 19. Traditional marketing interrupts customers with info they may not want. No-Permission Marketing Cold Calls Telemarketing Pop-Up Banners Run-Of-Site Ads Spam Email
- 20. Content marketing makes life smarter, better, faster and wiser. Info Earns Trust Pub Articles Shortcuts Answers Well-Told Stories Distinction Fast Solutions Simplicity
- 21. What are the best competitive research tools?
- 22. 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
- 23. Competitive Intelligence Search Engine Hacks. Search Command Result Link: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
- 24. Compare traffic and the percent of market reach. Tip: Total up all the key players traffic to find total market share.
- 25. Compare PPC spend. Tip: Correlate ad spend with overall traffic to help estimate organic traffic volume.
- 26. Compare authority status in the industry. Authority Assets Speaking Events White Papers Webinars Podcasts Books Online Courses Informational Guides Press Releases
- 27. Compare listing position performance. Tip: Monitor monthly listing positions of your site and your competition.
- 28. Compare content asset publishing frequency. Tip: Track growth of site maps pages and total pages indexed in the search engines.
- 29. Compare reach in the social media sphere. Social Media Platforms Twitter Facebook LinkedIn YouTube Plaxo Flickr Technorati del.icio.us
- 30. 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
- 31. 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.
- 32. 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
- 33. Compare internal link support for SEO. Tip: Building internal links is fast and easy and can have big SEO impact.
- 34. Compare Landing Page Optimization and Testing methods and practice.
- 35. How do I put competitive intelligence to work?
- 36. 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
- 37. 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
- 38. 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
- 39. 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
- 40. 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
- 41. 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.
- 42. 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
- 43. Goal: Increase repeat visitation from quality content.
- 44. 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
- 45. Goal: Improved conversion rates from content testing. Improve Conversion Rates Test Copy Test Graphics Test Images A/B Testing Multivariate Testing Google Website Optimizer
- 46. Goal: Decrease of user acquisition cost from the right plan and strategy. Monthly Advertising Cost ÷ Monthly Sign Ups = Monthly User Acquisition Cost
- 47. Tip: Correlate improved listing position with content publishing dates.
- 48. Tip: Compare listing position performance in the search engines.
- 49. Tip: Measure content marketing ROI.
- 50. What can SpyFu How competitive help with intelligence does competitive SpyFu offer? intelligence?
- 51. 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
- 52. Finding Your Gaps: Highlighting Content Opportunities with SpyFu Kombat Competitive Intelligence is the tip of iceberg. Finding Your Gaps Prioritizing Your Opportunities Tracking Your Success Optimizing Your Message Building Leads and Spotting Trends
- 53. Prioritizing Your Opportunities: See where the clicks are coming from. Compeitive Intelligence is the tip of iceberg. Finding Your Gaps Prioritizing Your Opportunities Tracking Your Success Optimizing Your Message Building Leads and Spotting Trends
- 54. Prioritizing Your Opportunities: Improve your current rankings or target new ones?
- 55. Guess what? Lowe’s doesn’t need my advice. They’re already executing on it. One Month Later…
- 56. Detour: Need Proof? SpyFu’s 3yrs of cached SERPs has your back.
- 57. 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.
- 58. 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.)
- 59. Case Study: Execute one subject at a time. SpyFu Filtering Tools.
- 60. How can SpyFu help with your content marketing initiative?
- 61. Optimizing Your Message: What ads can tell us about messaging that converts All these domains stuck with “$0” after testing it. 3 out of 4 of the top advertisers on this $10k/day keyword found “$0” works better than “Free”.
- 62. 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…
- 63. 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.
- 64. Create Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Great Facebook: ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 Content Mike Roberts, SpyFu President and Founder Mike[at]Spyfu.com