Byron White's presentation for Internet Marketing Club, August 31st, 2011.

1. The Proven Methodology to Improve Conversions! Byron White Chief Idea Officer ideaLaunch Internet Marketing Club Wednesday August 31, 2011 10 Golden Rules

2. Content Marketing Chaos vs. Clarity

3. The Content Marketing Revolution Improve Conversions Intelligently— The Content Marketing Way

4. What isContent Marketing?

5. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires

6. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Videos Web Widgets

7. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News

8. With information they want and need Love It Metrics Downloads Time on Site Repeat Visitation Send to Friend Post to Network Link to Page

9. 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

10. 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

11. Improve Conversions Intelligently– The Content Marketing Way!

12. A Sneak Peak at the Conversion Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) 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?

13. The Six Step Content Marketing Process and Workflow

14. Step 1 Content Planning What’s in the ContentPlan? Competitive Research Customer Research Market Share Research Style Guide Content Asset Allocation Why create a Content Plan? How much content? How frequently? How good is it? What distribution channels?

15. Competitive Research

16. Content Asset and Topic Research

17. Competitive Quantity, Frequency and Quality

18. Competitive Social Research

19. Widgets and Apps Research

20. Research Summary

22. FAQs. Review what customers ask for and the language used.

23. Customer Service Reps. Learn the FAQsand knowledge requests.

24. Customers. Speak with customers and learn the wants and needs.

25. Analytics. Discover the source of traffic and navigational pathways.

27. Customer Personas

28. Style Guide

29. Step 2 Content Creation How good? + Customer Wants and Needs + Access to Industry Expert Writers + Conversion Influence + Cost for Conversion Ratio How much? + Content Curation + Topic Research + Competitive Intelligence + Link Popularity + Market Share Value How often? + Competitive Publishing Frequency + Timeliness and Contextual Relevancy + Conversational and Contagious

30. Indentify your company’s mantra as the starting point 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

32. Access to Specific Things

33. Personalization

34. Authority Advice

36. Exposure to New Information

37. To Laugh

38. Mystery and Bravery

39. Surprise and DelightContent Critical by Gerry McGovern and Rob Norton

40. 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

41. 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

42. Learn why some stories get passed on and on

43. Create informational content that sells WITHOUT selling Info Content Speaking Events White Papers Webinars Podcasts Books Online Courses Workbooks Press Releases

44. Step 3 Content Optimization The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation

45. 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

46. Competitive Research

47. Competitive Research

48. Competitive Research

49. Competitive Research

50. Keyword Research and Filtering

51. Keyword Silos

52. Keyword Silo Strategy

53. Make easy for writers to optimize content for SEO

54. Make it easy for writers to score content for SEO

55. Time stamp the date you publish content

56. Time stamp the market share of your keyword silos

57. Time stamp your SEO performance in the search engines

58. 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 Verification

59. 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

60. Great Editors know how to craft an engaging story

61. Great Editors find your company’s Haiku and distinct voice Haiku: Japanese 3 line poem, 17 syllables Define 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

63. Investigating: Knowledge-seeking and trust-building opportunity

64. Capability: Show how you solve problems and deliver on needs

66. Determine the right mix of content assets Articles Books Courseware eBooks Podcasts Printed Books Tip Centers Webinars Whitepapers Widgets Workbooks Video

67. On-Site distribution architecture with cross pollination

68. Off-Site distribution gets the words out and traffic in

69. Step 6 Content Performance

70. Listing Positions

71. Organic Traffic

72. Content Downloads

73. Sales Influenced by Content Assets

74. Time On Site

75. Return Visitors

76. User Acquisition Cost

77. Conversion Rates

79. New rules for complex decision making

80. New meaning needs to be developed to find the best path

81. New methodology needs to be formulated for big decisions

82. New reward needs to surface with the right decisionThe Paradox of Choice by Barry Schwartz

83. Apply the conversion formula to your testing workflow Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) 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?

84. 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

85. 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

86. Test both positive and negative sell words Positive Sell Words Persevering Efficient Hard-Driving Proactive Adaptable Responsive First-rate Top-notch Highly Competent Powerful Negative Sell Words Baffling Blurred Unclear Bewildering Mind-Boggling Complicated Convoluted Perplexing Puzzling Mixed Up

87. Proven methodology delivers the conversion improvemement you demand

88. Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 “The only marketing left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book Download Visit ideaLaunch.com