Content Domination: Driving Results Through
Thought Leadership
Byron White, IdeaLaunch
Content Domination: How To Drive Results with Thought Leadership
Byron White Chief Idea Officer @ByronWhite
Conversion Conference 2011 New York
October 20th, 2011
Chaos vs. Clarity
The$Content$Marke-ng$Revolu-on$
Content$Marke-ng$$Team$Sport$
5$Tips$to$Win$the$War$on$the$Web$
Welcome to the content marketing revolution! Forward thinking companies are starting to think like publishers– gathering ideas, developing stories and publishing information readers want and need.
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
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 readers orbiting at high speeds
! Applet
! Desktop
! Events
! Information Portals
! Mobile
! Podcasts
! RSS Feeds
! Social Networks
! News
With information they want and need
! Help
! Advice
! Insight
! Innovation
! Rationalization
! Top Tens
! Competitive Review
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 drive sales
! Solve Problems
! Earn Trust
! Score Engagement
! Qualify Leads
! Evaluate Intent
! Induce Trial
! Motivate Purchase
! Close the Sale
Content Marketing is a Team Sport
The Six Step Content Marketing Workflow
Step 1 The Content Plan
! How much content? ! How frequently? ! How good does it need to be? ! What distribution channels?
The Content Plan
Table of Contents
! Content Analysis
! Keyword Research
! Competitive Research
! Content Audit
! Content Recommendations
! Content Samples
! Content Topic Ideas
Competitive Research
Content Research
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
Content Analysis
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 Total Content Assets
Social Media Research
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 Media Analysis
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 Customer Relationship Management
Keyword Research
Final Keyword Lists Keyword Count Keyword Universe 3,613 Golden Keywords 312
Low-Hanging Fruit Keywords 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% A@er%Duplicates%Removed%
Universe%
Keyword$Research$
Keyword Silo Development
0
100
200
300
400
500
600
700
Keyword Distribution by Product Silo
0
100
200
300
400
500
600
700
Application Development
Cloud Computing
Contact Management
CRM Enterprise Collaboration
IT Help Desk Social Media Management
Keyword Distribution by Topic Silo
Market Share Analysis of Keyword Silos
Keyword Silo Salesforce Market Share Contact Management 31%
Sales Cloud 28% XXXX 26%
Cloud Computing 25% CCCCc 22%
Service Cloud 22% CRM 21%
IT Help Desk 20% XXXX 13%
Application Development 11% Enterprise Collaboration 10%
YYYYY 8% XXXX 7%
Social Media Management 5%
Customer Research
• Search Box. Track what prospects are looking for and what they find. • FAQs. Review what customers ask for and the language used.
• Customer Service Reps. Learn the FAQs and knowledge requests.
• Customers. Speak with customers and learn the wants and needs.
• Analytics. Discover the source of traffic and navigational pathways.
• Surveys. Ask for feedback on your content, navigation and methodology.
Customer Personas
Customer Personas
Style Guide
How Much? Content Recommendations
0%
500%
1,000%
1,500%
2,000%
2,500%
3,000%
3,500%
Blogs%% ArGcles% Whitepapers% eBooks% Case%Study%
Asset$Recommenda-ons$
Recommended%Assets%
ExisGng%Assets%
Step 2 Content Creation
“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
Great Writers
! 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
Understand Customer 2.0 Wants and Needs
Customers Needs • Credibility, Belief and Logic
• Exposure to New Information
• Information Needs
• Mystery and Bravery
• Surprise and Delight
Content Critical by Gerry McGovern and Rob Norton
2.0 Customers Needs • Info in a Hurry
• Access to Specific Things
• Enlighten and Entertained
• Authority Advice
• Relevant Content
Enlighten and Entertain
Skydive Pepperell swoops landlubbers up 10,500–13,000 feet for an adrenaline-pumping day of aeronautical capriciousness. Dressed in comfortable clothes, sneakers, and their autographed Batman capes, future fliers learn the intricacies of skydiving equipment from a certified expert and watch instructional videos to prep for the big leap. From there, jumpers climb into a sprightly Twin Otter plane, where they are safely anchored to an experienced partner before the plane door slides open to release the pair into the blue yonder. Since the airspace caters only to skydiving excursions and novelists skywriting their latest books, patrons can free-fall comfortably through the vacant horizon at 120 mph for up to one full minute. Once the parachute deploys, tandem divers glide through the air, relishing the mountainous New England countryside for five–seven minutes. Skydive Pepperell’s manicured fields encourage a soft landing, whether it’s a slow standup, seated glide across the grass, or impromptu moonwalk.
Learn the Power of 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
Learn Why Stories Get Passed On
Information A StoryFills You Up Moves You OnFacts ActsCiting ExcitingReams DreamsPromotional EmotionalStatic DramaticCheck lists Casts of CharactersCompiling CompellingAnnotated AnimatedFeeding the Brain Touching the HeartExpires Inspires
Monthly Editorial Calendars
Video
Tips for Success ! Lead Generation
! Solve Problems
! Video Contests
! Case Studies
! Celebrity Endorsement
! Entertainment/Humor
Blog Tips for Success ! Contributors
! Optimization
! Link Building
! Lead Generation
! Keyword Silos
! White Papers
! Cross Pollination
! Entertainment/Humor
! Comments/Staff
! Images
Resource Center: Information Customers Need
Tips for Success ! Spice up the Tone
! Call to Action (Lead Gen)
! Information Graphics
! Link Strategy
! Distribution
! Purple Papers
! Re-Write and Re-Launch
! Lead Generation
! Optimize– BE FOUND
Step 3 Content Optimization
The SEO Plan
! Competitive Intelligence
! Keyword Research
! Keyword Silos
! Market Share Timestamp
! Content Asset Allocation
Keyword Universe
List Name Keyword Count Keyword Universe 3,613 Golden Keywords 312
Low-Hanging Fruit Keywords 467 Top 100 PPC Keywords 100
Top 100 Search Volume Keywords 100
643%
296%
531%
317% 289% 286%
448%
341%
573% 540%
390%325%
408%
571%
0%
100%
200%
300%
400%
500%
600%
700%
Keyword$Count$per$Silo$$
Keyword Silos
39%55% 49%
25% 31%44%
32%
75% 84%
123%
8%29%
61%49%
1%
32% 24%
0% 1%
30%
5%3% 11% 10% 5% 4%19% 17%
0%20%40%60%80%100%120%140%
Hot$Topic$Keyword$Silos$
Golden%
Low%Fruit%
Top%PPC%
Top%SV%
Golden Keywords
$10.02%
$10.42%
$10.71%
$11.33%
$11.90%
$11.98%
$12.54%
$13.63%
$14.72%
$14.73%
$14.97%
$15.50%
$17.87%
$23.80%
$24.20%
$26.11%
$26.82%
$0.00% $5.00% $10.00% $15.00% $20.00% $25.00% $30.00%
business%so@ware%applicaGons%
business%contact%
lead%tracking%
enterprise%applicaGon%integraGon%
communicaGon%and%collaboraGon%
help%desk%GckeGng%so@ware%
applicaGon%development%tools%
enterprise%collaboraGon%so@ware%
tech%support%
collaboraGon%so@ware%
help%desk%support%so@ware%
applicaGon%integraGon%
enterprise%applicaGon%development%
support%desk%so@ware%
lead%tracking%so@ware%
online%help%desk%so@ware%
small%business%crm%so@ware%
PPC$
HighCPriority$Golden$Keywords$
Low-Hanging Fruit Keywords
$25.11%
$25.55%
$26.30%
$26.82%
$26.89%
$27.04%
$27.46%
$27.91%
$29.58%
$29.86%
$33.38%
$33.59%
$34.02%
$34.03%
$34.68%
$36.10%
$37.32%
$40.99%
$0.00% $5.00%$10.00%$15.00%$20.00%$25.00%$30.00%$35.00%$40.00%$45.00%
help%desk%so@ware%soluGons%
free%crm%so@ware%
contact%manager%email%
small%business%crm%so@ware%
contact%relaGonship%management%
enterprise%crm%soluGons%
it%help%desk%so@ware%
so@ware%sales%leads%
help%desk%so@ware%
help%desk%so@ware%soluGon%
online%customer%support%so@ware%
web%customer%service%so@ware%
customer%contact%management%
enterprise%crm%so@ware%
crm%management%so@ware%
contact%data%management%
contact%center%applicaGons%
email%customer%service%so@ware%
PPC$
HighCPriority$LowCHanging$Fruit$
Low-Hanging Fruit Keywords (by Silo and PPC)
Low-Hanging Fruit Keywords (by Silo and Search Volume)
Low-Hanging Fruit Keywords
X21%X7%
X6%X5%
X4%X4%
X3%X3%X3%X3%X3%X3%X3%X3%
X2%X2%X2%X2%X2%X2%X2%X2%
X1%X1%X1%X1%
X25%X20%X15%X10%X5%0%
cloud%plaYorms%
customer%relaGonship%crm%
customer%services%management%
business%contacts%
crm%management%so@ware%
remedy%help%desk%
services%of%cloud%compuGng%
applicaGon%development%
enterprise%collaboraGon%so@ware%
lead%management%
sales%systems%
advantages%of%cloud%compuGng%
business%contact%so@ware%
Posi-ons$
Posi-ons$Lost$in$Last$Month$
Inbound Link Popularity
53%%
65,048%%
111,575%%
114,643%%
128,046%%
430,345%%
443,521%%
726,165%%
777,954%%
795,935%%
1,249,959%%
2,588,883%%
2,785,574%%
4,989,204%%
30,982,286%%
1% 100% 10000% 1000000% 100000000%
Microso@%Azure%
Microso@%Sharepoint%
SugarCRM%
Microso@%Dynamics%
Google%App%Engine%
Yammer%
RightNow%
SAP%
Salesforce%
HubSpot%
Jive%So@ware%
Amazon%Web%Services%
Netsuite%
Oracle%
Zendesk%
Inbound$Links$
Keyword Maps
SEO Scoring
SEO Scoring
Stay Away from Internal Link Building Spam
Step 4 Content Leadership
“ “There’s nothing to writing. All you do is sit down at a keyboard and open a vein.” —Red Smith
Mantra
Hubspot Inbound Marketing 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
Develop Thought Leadership Positions for each Silo
0
100
200
300
400
500
600
700
Application Development
Cloud Computing
Contact Management
CRM Enterprise Collaboration
IT Help Desk Social Media Management
Keyword Distribution by Topic Silo
Style Haiku
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
Understand the sales funnel
• Preliminary: Headlines, visuals, architecture and familial content.
• Investigating: Knowledge-seeking and trust-building opportunity
• Capability: Show how you solve problems and deliver on needs
• Action: Motivate sign up, download or buy
Thought Leadership Needs Style
Round 1
Round 2
Step 5 Content Distribution
Distribution Channels
! On-Site Distribution
! Off-Site Distribution
! Articles
! Books
! Courseware
! eBooks
! Podcasts
! Printed Books
! Tip Centers
! Webinars
! Whitepapers
! Widgets
! Workbooks
! Video
Diversify the Content Asset Portfolio
On-Site Information Distribution
Off-Site Information Distribution
Step 6 Measure Performance All-the-Time
Listing Positions
Organic Traffic
Content Asset Downloads
Sales Influenced by Content Assets
Time On Site
Return Visitors
Conversion Rates
5 Tips to Win the War on the Web
Tip # 1 Conversion Formula
! Content: Are you earning trust with information customers want and need?
! Usability: Is your content optimized for conversion?
! Motivation: Do you have compelling reasons to buy and not try the competition?
! Incentive: Do you need 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?
Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)
Test “Feel” Words to Improve Conversion Rates
Employment Industry
! 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 Industry
! 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
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
Test Positive and Negative Sell Words
Negative Sell Words
! Baffling
! Blurred
! Unclear
! Bewildering
! Mind-Boggling
! Complicated
! Convoluted
! Perplexing
! Puzzling
! Mixed Up
Positive Sell Words
! Persevering
! Efficient
! Hard-Driving
! Proactive
! Adaptable
! Responsive
! First-rate
! Top-notch
! Highly Competent
! Powerful
Tip # 2 Likes are the New Links
Link Building: The Secret Sauce
I had a big beef with my boss the other day. The steak was cooked to perfection and melted in my mouth.
Tip # 3 Sell WITHOUT selling
Info Content ! Speaking Events
! White Papers
! Webinars
! Podcasts
! Books
! Online Courses
! Workbooks
! Press Releases
Great Information Sells, Not the Products or Services
Tip # 4 Develop YOUR Personal Style Guide
Tip # 5 Free SEO Tools Help Your Content Get Found
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
“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