1.
2
10+ Years Internet Marketing & Entrepreneurship Experience
Founder of SearchDecoder.com & Alphametic
Adj. Prof at NYU
Author of Amazon-Bestselling “SEO Like I’m 5”
International Speaker, Trainer & Growth Consultant
Formerly Head of Search & Inbound Marketing (the Americas) at Lowe Profero
Results for: Western Union, Apple, LG, Prudential, Dell, Hilfiger & many Startups
!
Matthew Capala @SearchDecoder

2.
5
Content marketing & SEO enabled me to create opportunities I wouldn’t have had otherwise
The magic of content marketing

3.
6
Fast-forward to 2015: new platforms, same principles

4.
8
AGENDA
1. The new lay of the land
2. Building info product
strategy
3. Content monetization
engines
@SearchDecoder
BONUS OFFER
50% Discount on my
SEO Online Course

5.
@SearchDecoder
The New Frontier

6.
Google time travel

7.
Predictive search
Google Plus
Fast-forward to 2015

8.
Today only 15% of SERP is blue links to websites

9.
Boxed out by Google

10.
Carousel: the new lay of the land

11.
The new rules of book marketing on Google

12.
Learn from the best

13.
Showing up below the carousel

14.
SEMRush: Google Landscape Mining

15.
20
Write ‘best book lists’ to show up

16.
Amazon is the doorway

17.
Showing up on Amazon

18.
Smart keyword targeting

19.
… ‘not’ SEO for dummies

20.
!
Optimize your book Title and description with targeted keywords
SEO Like I’m 5: The Ultimate Beginner’s Guide to Search Engine Optimization
99 SEO Tools for 99 Cents
MerchantWords & Soovle: Amazon Keyword Research

21.
#1 Amazon
#2 Amazon
#3 Social
#4 Social
#5 Blog
#7 Udemy
#8 Podcast
#9 GoodReads
#10 HufPost
#6 Blog
Info product marketing in 2015 is about distribution

22.
image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/
idea
ripple effect

23.
28
Info product
marketing in 2015 is
about building an info
product [BRAND] that
can be scaled across
platforms and formats
@SearchDecoder

24.
Consumers don’t want just
information or just entertainment.
They want infotainment.

25.
Infotainement is the next gold rush if info products
Information EntertainmentInfotainment
$$$$$$ $$
The building blocks funnel of content

26.
Learn from the most successful info product brands

27.
Case study: Infotainment & SlideShare

28.
Include calls to action to drive leads and transactions

29.
How to Become a
Content Monetization
Machine

30.
Tons of Free ContentYou Could Charge For
Converting Traffic into Audience & Community
Ebooks,Webinars, Events for Lead Generation
Small Price Products (Kindle, Books)
Higher Price Products (Online Courses)
Services (Paid Speaking,Training, Consulting)
80%
10%
5%
4%
0.9%
0.1%
$
$$
$$$$$$
The building blocks of content monetization funnel

31.
Traditional info product strategy
Creation
Marketing
Launch all at once
Hope for passive income stream

32.
Today, it’s about always-on compounding & distribution

33.
You launch your book the day you start writing it

34.
The Spider Method: build info products w/ a built-in users
!
Start with the end goal
Work backwards
Book table of contents = editorial
calendar = workshop/webinar =
online training
!

35.
Play to your strengths
1. Book Outline
2. Blogging
3. Book
4. Deck
5. Online Course
1. Deck
2. Online Course
3. Book Outline
4. Transcribe videos
5. Blogging
6. Book
Writer Presenter

36.
Notes on content
1. Credible testimonials
2. Personal stories
3. Examples
4. Tips & strategies
5. Case studies
6. In-text resources
7. Online resources
8. Interviews & quotes
9. Calls to action
10. Bonus offers

37.
Canva: free cover and graphic templates

38.
Fiverr: Crowdsource book images for $5
!
Be very specific with what you want, provide clear instructions
Leave little room for creative interpretation
!

39.
Opportunity for brands to tap into new users

40.
image credit: https://www.flickr.com/photos/kenyin/3449904164/“ by kenyin</a> via http://creativecommons.org/licenses/by/2.0/
ripple effect

41.
Network effect

42.
Sales Rank & Amazon Bestsellers
!
!
Downloads
Revenue / units sold
Reviews
!
!
!
!
!

43.
Categories and taxonomy

44.
How to optimize for content monetization engines
User Growth
Product Use
Revenue
Reviews
Free offer during launch, attract early users at all cost
Encourage product usage through message boards and content
Drive revenue to the platforms
Get legitimate reviews

45.
Step 1: Blog the Book

46.
Start blogging early chapters of your book
!
Drive users to Amazon pre-order page or a sign-up
!

47.
Leverage owned and earned media

48.
Activate guest blogging at the time of launch

49.
Guest blog original book parts after launch

50.
Step 2: Launch Kindle
Book

51.
Kindle Direct Publishing (KDP)
56
!
!
35% - 70% on Kindle book sales
depending on pricing model and content
$10 is maximum you can charge
!
!
!
!
!
!
KDP Select
90-day commitment on exclusivity
Free for up to 5 days
Countdown: price promotion
!
!

52.
Formatting for Kindle
!
Kindle is available on ANY device, content is responsive
!
!

53.
KDP Formatting Tips
!
Formatting
Google docs to word doc
conversion
No bullet points
Upload all images
Rather small font
Page breaks
!
!
!

54.
Step 3: Launch
Paperback Book

55.
CreateSpace: On-demand publishing
!
!
Pricing depends on size,
color, cover, etc
Order copies at bigger
discount
Cover design
Amazon integration
!
!
!

56.
GoodReads: book discovery platform

57.
Step 4: Launch Audio
Book

58.
Audio Creation Exchange (ACX)
!
!
Audition your book, pick a skilled narrator
Adjust your content for audio
Integrated with Amazon
!

59.
Audible: audio book engine
!
!
Audible is an audio marketplace
Tap into the power of network
effect
Earn royalties through Audible
and Amazon integration
!
!
!
!

60.
Step 5: Launch Online
Course

61.
Udemy: online course platform!
!
Flexible pricing
Unlimited coupons
Tiered revenue model
97% of revenue if you sell your
course
50% if Udemy sells
25% if Udemy affiliate sells
50% Off Coupon to Get my
Udemy SEO Training: SEMRush
(redeem at IWillTeachYouSEO.om)
!
!

62.
Strategies and tips for Udemy!
!
Most of your course must be under 20
min video lectures under
Include promotional video with
testimonials
Market the course with coupons
Offer your course for free to bloggers to
review
Encourage your students to engage on
discussion board and complete the
course
!

63.
Camtasia & Audacity: online course creation toolbox
!
DIY video and audio production toolbox
Use Camtasia to produce high quality videos and screencasts
Use Audacity to remaster the audio

64.
SkillShare & SkillFeed: subscription-based platforms
!
Netflix-type subscription model
Repost your Udemy course only if it wouldn't devalue its price, otherwise…
Cut your Udemy course to smaller pieces and repost

65.
Step 6: Repeat for your
2nd info-product

66.
Remember: always-on
“The best way to promote your first
book is to write a second one”

67.
The Book: SEOLike5.com
“There are multitude of resources available to
inform marketers and business owners of how
to stay up to date with marketing, but one
that’s well worth read is SEO Like I’m 5 by
Matthew Capala” - THE HUFFINGTON POST
!
Top 10 Best Marketing Books to Give as a
Gift - SmallBussinessTrends.com
!
!
!

68.
OFFER: Get my SEO online course 50% off
50% Coupon:
!
SEMRush
!
IWillTeachYouSEO.com

69.
What’s included?
50% Coupon:
!
SEMRush
!
IWillTeachYouSEO.com
10 years of experience and field-
testing
Over 50 Lectures and 6.5h of Video
Lifetime Access, No Limit!
30 Day Money Back Guarantee!
Hundreds of field-tested SEO
strategies, tools, and tricks
Accessible Anytime on Any Device
!
!