What Is Content Marketing - June 2009

Content

Marketing

Webinar

June 24, 2009

Byron White, ideaLaunch

Chief Idea Officer

What is Content Marketing?

Content Marketing Essence

Content Creation Process

ROI Measurement

Content Asset Portfolio

Tips for Success

cassie.villa@idealaunch.com

What is content

marketing? It’s more

than just a buzz word.

It’s the most important

tool in your marketing

toolchest these days.

It’s the art of listening

to your customer’s

needs and wants.

And the science of

delivering it to them in

a compelling way.

It’s constantly testing

campaigns to learn what

works and doesn’t.

It’s a well-told story that

keeps readers coming

back for more.

The essence of the

content marketing

revolution is all around

us in the form of words,

motion and

conversations.

Traditional broadcast

marketing is necessary

perhaps, but limited.

Cold Calling

Direct Mail

Print Advertising

Trade Shows

Telemarketing

Banner Ads

Radio Spots

Content Marketing talks

with people, not at

people.

Content Marketing puts

the customer at the

center, not the company.

It’s important. “The only

marketing left is content

marketing.” Seth Godin

All Marketers are Liars

Meatball Sunday

Purple Cow

The Big Red Fez

Small is the New Big

The Moo

Tribes

Insight and advice to

customers replaces

features and benefits.

Earn Trust

Add Value

Be Honest

Share Ideas

Stop Selling

Content becomes the

pipeline for warm leads.

No more cold calling!

Measure Prospect Interaction

Push Content Track Interest

Points for Downloads

Points for Conversations

Points for Particpation

Points = Trust = Sales

Content becomes

available to readers any

time and any place.

Mobile

RSS Feeds

Content Widgets

Content Gadgets

Desktop

Creating content for the

web is an art & science.

You must now optimize

content for readers AND

the search engines.

Start by researching your

customer’s needs and

wants in creative ways.

Keyword Research

Social Media Sphere

Talk and Listen

Surveys and Polls

Customers Customers

Find the opportunity for

content assets to drive

traffic and sales fast.

PPC Price

Search Volume

Manual Weights

Trend Report

Traffic Report

Optimize content around

hot topics and keywords

that appeal to the bots.

SpyFu.com

RavenTools.com

GoodKeywords.com

KeywordDiscovery.com

Google.com

WordVision.com

Hire great writers that

know how to get under

the skin of the reader.

Inhabit the Target Audience

Build Credibility

Contagious Writing Style

Surprise and Delite

Teach us to be Smart

Practice Writing Haiku

Find New Value

Work Smart

Score content SEO strength

easily. Put technology to

work for SEO.

PageStrengthTool.com

Score SEO Strength

Pepper Rich Keywords

Build Internal Links

Find Low Lying Fruit

Create Meta Descriptions

Support SEO with Content

You demand a

measurable return on

your investment for

content marketing. No

more guesswork.

Improve conversion rates

instantly with landing

page optimization.

A/B Testing

Multivariate Testing

Google Website Optimizer

Site Tuners

Offermatica

Optimost

Readers decide what

headlines, copy and

graphics works best. Fast!

Track listing positions in

the search engines for

success measurement.

Establish Keyword Universe

Track Top 100 Listings

Track Top 10 Listings

Track Top Keywords

Compare listing position

trends with content

deployment.

Compare content

deployment with traffic

spikes.

Study repeat visitation to

your website and time-

on-site.

Tips for Content

Marketing Success

learned by creating

and developing 18

million words

for 500+ clients.

Internal and external links

are essential for success.

Get the most of link love.

Link Popularity

Support SEO

Validate Content

Justify Top Listings

Big Beef Story

Put the full power of social

media with conversations, not

followers.

Publish a printed book

and become an authority.

Discover what you see

that your competition

does not see.

Apply Your Expertise

Position Your Company

Find Keen Insight

Shed New Light

Offer the Inside Scoop

Raise Awareness

Progress Leads with Knowledge

Find the essentially

contested concepts and

share your insights.

Follow Thought Leaders

Find Topics to Debate

Chime in Your Thoughts

Contribute to Communities

Put Your Ideas to Work

Stay on Topic

Social media posts and

conversations offer the

insight you need.

Search.Twitter.com

FaceBook.com/lexicon/

ThunderThimble.com

TechRigy.com

BlogSearch.Google.com

BlogPulse.com

IceRocket.com

Delicious.com

StumbleUpon.com

Content

Marketing

Assets

Portfolio

Articles translate your

expertise and establish

the credibility you need.

Knowledge Centers

FAQ Sections

Article Submissions

Link Popularity

Industry Journals

It’s amazing what a

printed book can do.

Authors are authorities.

$172M Audio Books 2008

On-Demand Printing

ISBN Authority

Future Search

Speaking Events

Authority Validation

The content marketing

revolution began with

White Papers. Go Retro!

Bit Stale

Establish Expertise

Make Understandable

Infuse Personality

Showcase Insight

Video content is becoming

the mainstream for

wallstreet and mainstreet.

YouTube: 20 Hours/Minute

Broadband Speed

Hollywood Entertainment

Sissimo: Site, Sound. Motion

Viral Marketing

Trade Shows

Motion and Emotion

Web readers are traveling

at high speeds. eBooks

catch them on the fly.

$113M Sales 2008

Increase 68% 2007

Google Listings

Whitepaper Steroids

Email Required

Easy Pass Around

Microsites offer specific

topic focus and solutions,

without the distractions.

Talk the Real Talk

Micro Communities

Topic Focus

Testing Platform

Controled ROI

Short, sharp, content rich

Webinars turn browsers

into believers.

Thought Leadership

Competitive Intelligence

Authority Leadership

Conversion Metrics

The projections for

podcast downloads make

this media exciting.

Internet Users Audience

9% 2008

11% 2009

13% 20010

14.5% 2011

15% 2012

17% 2013

Slide presentations get

concise thoughts out to

interested prospects.

SlideRocket.com

SlideShare.net

SlideServe.com

PPTExchange.com

SlideLive.com

AuthorStream.com

Case Studies build your

case to show exactly

how your services help.

Like Me

Predict Future

Find Similarities

Compare Notes

Translate your expertise

and point of view with

easy-to-understand tips.

Measure ROI

Improve Conversions

Long Tail Keywords

SEO Edge

Create

Content

Byron White, ideaLaunch

Chief Idea Officer

Blog: ideaLaunch.com/Blog

Twitter: ByronWhite

FaceBook: Byron White

Phone: 617-227-8800 x 201

Cell: 617-775-5828

What Is Content Marketing - June 2009

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