content planning to drive results

Content Planning to Drive Results

240 Commercial Street

Boston, MA 02109

617-227-8800

Byron White

Chief Idea Officer

ideaLaunch.com

Byron [at] ideaLaunch.com

Jon Wuebben

Content Launch

Author: Content is Currency

Jon [at]ContentLaunch.com

Content Marketing Webinar V37

January 31st, 2013

jillian.palmer@writeraccess.com

What is Content Marketing?

Content Planning to Drive Results

The Content Plan

What is

Content

Marketing?

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

Search Box

Social Media

Web Analytics

Keyword Popularity

Customer Service

Questionnaires

Geo-Targeting

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

Articles

eBooks

RSS Feeds

Printed Books

Newsletters

Videos

Widgets

It’s catching customers orbiting at high speeds

Applet

Desktop

Events

Information Portals

Mobile

Podcasts

RSS Feeds

Social Networks

Video Portals

With information they want and need

Downloads

Geo-Targeted Offers

Interest-Targeted Offers

Send to Friend

Re-Tweet

Repeat Visitation

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

And finding the most efficient path to engagement and sales

Score Engagement

Qualify Lead

Evaluate Intent

Induce Trial

Motivate Purchase

Get the Sale

Correlate Assets to Sale

It’s following a process and workflow to delivers results

And tracking performance in a variety of ways

Content

What does a content plan offer you?

How much content to I need to compete online?

How frequently should I publish it?

How good does it need to be?

What type of content assets do I need?

How much will the content plan cost?

Content Plans: Table of Contents

Introduction 3

Domain Analysis 4

Keyword Research 5-10

Keyword Research Methodology 5

Keyword Silos 6

Keyword Classifications 7

Keyword Silo Distribution 8-10

Competitive Research 11-32

SEO Research 11-13

Listing Positions 14-16

Aggregate Search Volume by Industry 17

Content Audit 18-20

Content Samples 21-24

Executive Summary 25

Appendix 26

Content Plan by Silo Summary 27

Summary of Methods 28

Glossary 29

Keyword Silo Summary 30-141

Step 1: Domain Analysis and Keyword Research

AnalyticsSEO

Authority Labs

Bring Share

Keyword Search Rankings

Microsite Masters

Rank Ranger

SEOMOZ

WhooshTraffic

Google Adwords

HitWise

Keyword Spy

SEOBook

Trellian

WebCEO

WordStream

WordVision

WordTracker

Keyword Filtering and Selection

Keyword Universe Keyword Count

Final Keyword Universe 3,613

Golden Keywords (Most Important) 312

Low-Hanging Fruit Keywords (Google SERP) 50 to 100 467

Top 100 PPC Keywords 100

Top 100 Search Volume Keywords 100

156,582

11,590

138,272

10,000

100,000

1,000,000

Pulled Keywords Duplicates Discovered After Duplicates Removed

Universe

Keyword Research

Keyword Groups

317 289 286

573 540

390 325

Keyword Groups

Sales Cloud Jigsaw Service Cloud RemedyForce Chatter Radian6 Force.com

Keyword Groups

Golden

Low Fruit

Top PPC

Top SV

Here’s the Problem: Spreadsheet Nightmare

Step 2: Competitive Intelligence Research

Page Rank

0 1 2 3 4 5 6 7 8 9

Retrievex

Shred Nations

BMI Imaging

Shredit

Recall

Cintas

CommVault

McKesson

Iron Mountain

Laserfiche

Symantec

Google Page Rank

Pages Indexed

11,700

14,300

19,900

285,000

1,040,000

1,820,000

11,000,000

1 10 100 1,000 10,000 100,000 1,000,000 10,000,000 100,000,000

Retrievex

BMI Imaging

Shredit

Recall

Shred Nations

McKesson

Cintas

Iron Mountain

Laserfiche

CommVault

Symantec

Pages Indexed

Inbound Links

12,323

13,672

25,617

37,886

64,496

180,349

259,657

1,768,475

3,653,462

1 10 100 1,000 10,000 100,000 1,000,000 10,000,000

Retrievex

BMI Imaging

Shred Nations

Recall

Shredit

Cintas

CommVault

Iron Mountain

McKesson

Laserfiche

Symantec

Inbound Links

Content Assets Published

1079 883 813

Salesforce HubSpot Google App Engine

Yammer SugarCRM RightNow Amazon EC2

Total Content Assets Published by Competitor

Content Asset Types

429 416

229 211 179 114 107 106 101

54 52 47 47 38 38 30 27 26 25 22 20 12 11 8 6 5 4 3 2 2 0

Content Assets Types

Social Media

2945 2461

Oracle SAP Salesforce Microsoft Dynamics CRM

Netsuite Sugar CRM

Social Media Publishing Volume

Social Fan Base

257898

150286

123369

21582 14665 4530

100000

150000

200000

250000

300000

Oracle SAP Salesforce Microsoft Dynamics

Netsuite Sugar CRM

Social Media Fan Base

Here’s the Problem: To Much Data

257898

150286

123369

21582 14665 4530

100000

150000

200000

250000

300000

Oracle SAP Salesforce Microsoft Dynamics

Netsuite Sugar CRM

Social Media Fan Base

Articles

Courseware

eBooks

Podcasts

Printed Books

Tip Centers

Webinars

Whitepapers

Widgets

Workbooks

Step 3: Content Asset Recommendations

Quantity Required to Capture Market share

0 200 400 600 800 1,000

White Papers

Webcasts

Videos

Press Releases

Podcasts

News Articles

eBooks

Data Sheets

Case Studies

Articles

Recommended Assets

Estimated Cost to Create and Optimize Content Assets

Asset Quantity Budget

Articles 136 $6,800

Blogs 890 $26,700

Case Studies 160 $160,000

Data Sheets 53 $5,300

eBooks 0 $0

FAQs 31 $775

News Articles 75 $3,000

Podcasts 99 $495

Press Releases 237 $47,400

Videos 160 $800

Webcasts 47 $235

White Papers 68 $272,000

Expected ROI for Content Marketing Investment

Recommended Content Marketing Budget $523,505

Estimated Traffic Increase 447,036

Total Value for #1 Listing Position $2,576,154

Here’s the Problem: ROI can be Guesswork

Content Planning to

Drive Results

The final keyword list defines the content strategy

The goals is to create content and optimize for performance

Content + Optimization = Listing Positions + Traffic

The Content Planning Challenge

How can content creators align with performance goals?

How can you create fresh content and avoid duplication?

How can you track performance of content and drive strategy?

How can you get writers, SEO specialists and marketers on the same page?

WordVision is one answer….a new tool by ideaLaunch

Step 1: Easy to Setup and Get Started

Step 2: Create keyword groups the drive strategy

Step 3: Quickly see what’s been published in the past

Step 4: Create future ideas for content that support SEO

Step 5: Approve the ideas and put the best into production

Step 6: Track the performance of content you publish

Competition Reports

Market Share Reports

Google Listing Position Tracking

Position Trend Reports

Traffic Reports

Best of All: WordVision is Free for up to 200 Keywords

“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

PDF Version Visit ideaLaunch.com/101

content planning to drive results

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