content planning to drive results
TRANSCRIPT
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
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
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Videos
Web
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
Deals
Geo-Targeted Offers
Interest-Targeted Offers
Send to Friend
Re-Tweet
Likes
Loves
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
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
KeySR
Microsite Masters
Rank Ranger
SEOMOZ
SERPs
WhooshTraffic
Google Adwords
HitWise
Keyword Spy
SEOBook
SpyFu
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
3,613
1
10
100
1,000
10,000
100,000
1,000,000
Pulled Keywords Duplicates Discovered After Duplicates Removed
Universe
Keyword Research
Keyword Groups
643
296
531
317 289 286
448
341
573 540
390 325
408
571
0
100
200
300
400
500
600
700
Keyword Groups
Keyword Groups
84
54
73
57 61
39 40
111
74 75
57
13 9
55
22
8
22 24
0 3 3
25
8
20 26
12 5
18
0
20
40
60
80
100
120
Sales Cloud Jigsaw Service Cloud RemedyForce Chatter Radian6 Force.com
Keyword Groups
Golden
Low Fruit
Top PPC
Top SV
Page Rank
0 1 2 3 4 5 6 7 8 9
Retrievex
Shred Nations
BMI Imaging
Shredit
Recall
Cintas
CommVault
McKesson
Iron Mountain
EMC
Laserfiche
Xerox
IBM
Symantec
Google Page Rank
Pages Indexed
175
291
1,440
1,510
3,980
7,040
7,860
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
EMC
Xerox
Symantec
IBM
Pages Indexed
Inbound Links
443
1,105
1,238
4,572
5,129
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
EMC
Xerox
Symantec
IBM
Inbound Links
Content Assets Published
5482
2488
1422
1079 883 813
137
0
1000
2000
3000
4000
5000
6000
Salesforce HubSpot Google App Engine
Yammer SugarCRM RightNow Amazon EC2
Total Content Assets Published by Competitor
Content Asset Types
2223
888
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
500
1000
1500
2000
2500
Content Assets Types
Social Media
2945 2461
8093
1166
1751
1045
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Oracle SAP Salesforce Microsoft Dynamics CRM
Netsuite Sugar CRM
Social Media Publishing Volume
Social Fan Base
257898
150286
123369
21582 14665 4530
0
50000
100000
150000
200000
250000
300000
Oracle SAP Salesforce Microsoft Dynamics
CRM
Netsuite Sugar CRM
Social Media Fan Base
Here’s the Problem: To Much Data
257898
150286
123369
21582 14665 4530
0
50000
100000
150000
200000
250000
300000
Oracle SAP Salesforce Microsoft Dynamics
CRM
Netsuite Sugar CRM
Social Media Fan Base
Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
Workbooks
Video
Step 3: Content Asset Recommendations
Quantity Required to Capture Market share
68
47
160
237
99
75
31
0
53
160
890
136
0 200 400 600 800 1,000
White Papers
Webcasts
Videos
Press Releases
Podcasts
News Articles
FAQs
eBooks
Data Sheets
Case Studies
Blogs
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
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?
“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