Content That Connects

Byron WhitePresident & CEO LifeTips.com

Connection

Connection demanded Get under my skin Inhabit my life Touch my heart

Connection (cont.)

Search box log files Review customer FAQ’s Discuss needs with service reps Discuss needs with customers Last Resort: Keyword suggestion tools

Bite Size and Super Size Content

Understand the paradox of choice Many choices, products and services Learn my decision making logic Feed me what I want, at the right time If the size is not right, I’ll move on

Bite Size and Super Size Content

Create deep info for deep readers Create light info for impulsive buyers Monitor traffic patterns with analytics Create deep or light as needed

Personalization

Showcase something that matters Make it personal to individual needs and desires Make it exclusive, limited and/or one-of-a-kind Identify the fanatics and make them happy

Personalization (cont.)

Personalization (cont.)

Stories

Our culture thrives on stories Great stories are contagious Tune in to “what happens next” Learn how to be smart Connect with surprise and delight

Stories (cont.)

Story Marketing: The Lost Ball Superbowl Ads: 60 second stories You Tube: Home brew video goes big Current TV: MTV meets PBS Sisomo by Kevin Roberts

Freshness

Reasons to keep coming back Exposure to new worlds and ideas Fresh ideas turn browsers to buyers Humor and entertainment connects Surprise and delight

Value

Find specific things Find them in a hurry Unbiased comparison Straightforward advice

Value (cont.)

Create several paths to products/services Create shortcuts that get to what readers want Bring in 3rd party comparison content Offer “authority” insight and wisdom

Value (cont.)

Develop a Content Haiku Every word on your web page matters Find the right words to put in the right place Test various designs and visual presentations Measure the results and the conversions variation

Simplicity

Clarify why I should buy Tell me what is in it for me Show me what I get if I pay more Encourage me to take action 

Credibility

Brand: Enhance without compromising Awards: Target the best shows Publicity: Find the angle for a story Certifications: Recognition of experience On Demand Books: Earn authority status

Creativity

Celebrate your products Provide rich visuals Close retail and online gap Look outside yourself or company Create something that matters 

Innovation

Stay on top of new technologies Engage new technology before your competition If it does not work, abandon it quickly If it works, make it yours 

Innovation (cont.)

Customization: Design your own shoes Search: Create your own Google Flash: No longer a SEO problem Zoom: Emulates retail experience Tools: Page Strength Tools  

Great Writers

“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 

Talent Pool

JournalismJobs.com MediaBistro.com AJR.com (American Journalism Review) Online news sites (BostonWorks,

Providence Journal Online, etc.) Craigslist.org Byline articles 

Talent Pool (cont.)

Recognize the Talent– Well-furnished minds and well-traversed experience– Exceptional curiosity about every subject– Above average wit and sense of humor– Vivid imagination and powerful analytical thought

Define The Project

Improve search engine listing positions Drive more organic traffic Encourage repeat visits Influence decision process Improve conversions rates 

Determine The Placement

Preliminary: First impressions and headline architecture

Investigating: Knowledge seeking and trust building

Capability: Show how products solve problems Permission: Drive action, sign up, download

or buy

Define The Style

What’s Your Point? – Engage Laughter– Spark a Debate– Motivate and Empower– Take a Stand – Drama and Intensity – Clever and Witty

Define The Style (cont.)

Find Your Voice: Informational, Advertorial, Active, Passive

Placement: Where on the site? First layer, second layer, etc.

Visuals: Connect the content to images.Tell the story.

What’s Your Story?

What makes your story unique? What’s your competitor’s story?

Establish a Mantra

 “A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell or portion of a scripture containing mystical potentials.”

Establish a Mantra (cont.)

Green Bay Packers Winning is Everything

IBM Think

Disney Fun Family Entertainment

March of Dimes Save Babies

Wendy’s Healthy Fast Food

U.S. Army Be All You Can Be

Develop A Flawless Process

Brainstorm session that uncovers the story Methodology to get under the target’s skin Nail the value proposition Clarify the call to action Research the rich keywords and scent trail Manage the feedback

Engage And Connect

Who? What? Where? When? Why? How?– Who is your target audience? – What are you going to tell them?– Where are you going to tell them this information?– When are you going to do this?– Why is it important?– How is it going to matter?

Understand Your Readers

Readers want to be able to find specific things Readers are in a hurry Readers love personalization, “it’s all about me” Readers want advice Readers want up-to-date, relevant,

straightforward content

Implement Smart SEO Rules

Create original content (no dup content issues) Clean and unique meta strategy Remember: not all links are created equally Consistent site maps and architecture Surround the link phrases with rich keywords Avoid “stuffing” keywords, readers must come first 

Bring Science To The Art

A/B split testing Track conversions Monitor traffic Perpetually Revise Track stickiness

 Stay Fresh

Freshness validates commitment Commitment is necessary for success

Hire The Pros

“If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”

—David Ogilvy