1. June 24, 2009
Byron White, ideaLaunch Content
Marketing
Chief Idea Officer
What is Content Marketing?
Content Marketing Essence
Webinar
Content Creation Process
ROI Measurement
Content Asset Portfolio
Tips for Success

2. What is content
marketing? It’s more
than just a buzz word.
It’s the most important
tool in your marketing
toolchest these days.

3. It’s the art of listening
to your customer’s
needs and wants.

4. And the science of
delivering it to them in
a compelling way.

5. It’s constantly testing
campaigns to learn what
works and doesn’t.

6. It’s a well-told story that
keeps readers coming
back for more.

7. The essence of the
content marketing
revolution is all around
us in the form of words,
motion and
conversations.

8. Traditional broadcast
marketing is necessary
perhaps, but limited.
Cold Calling
Direct Mail
Print Advertising
Trade Shows
Telemarketing
Banner Ads
Radio Spots

9. Content Marketing talks
with people, not at
people.

10. Content Marketing puts
the customer at the
center, not the company.

11. 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

12. Insight and advice to
customers replaces
features and benefits.
Earn Trust
Add Value
Be Honest
Share Ideas
Stop Selling

13. 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

14. Content becomes
available to readers any
time and any place.
Mobile
RSS Feeds
Content Widgets
Content Gadgets
Desktop

15. Creating content for the
web is an art & science.
You must now optimize
content for readers AND
the search engines.

16. 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

17. Find the opportunity for
content assets to drive
traffic and sales fast.
PPC Price
Search Volume
Manual Weights
Trend Report
Traffic Report

18. Optimize content around
hot topics and keywords
that appeal to the bots.
SpyFu.com
RavenTools.com
GoodKeywords.com
KeywordDiscovery.com
Google.com
WordVision.com

19. 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

20. 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

21. You demand a
measurable return on
your investment for
content marketing. No
more guesswork.

22. Improve conversion rates
instantly with landing
page optimization.
A/B Testing
Multivariate Testing
Google Website Optimizer
Site Tuners
Offermatica
Optimost

23. Readers decide what
headlines, copy and
graphics works best. Fast!

24. Track listing positions in
the search engines for
success measurement.
Establish Keyword Universe
Track Top 100 Listings
Track Top 10 Listings
Track Top Keywords

25. Compare listing position
trends with content
deployment.

26. Compare content
deployment with traffic
spikes.

27. Study repeat visitation to
your website and time-
on-site.

28. Tips for Content
Marketing Success
learned by creating
and developing 18
million words
for 500+ clients.

29. 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

30. Put the full power of social
media with conversations, not
followers.

31. Publish a printed book
and become an authority.

32. 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

33. 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

34. 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

35. Content
Marketing
Assets
Portfolio

36. Articles translate your
expertise and establish
the credibility you need.
Knowledge Centers
FAQ Sections
Article Submissions
Link Popularity
Industry Journals

37. 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

38. The content marketing
revolution began with
White Papers. Go Retro!
Bit Stale
Establish Expertise
Make Understandable
Infuse Personality
Showcase Insight

39. 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

40. 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

41. Microsites offer specific
topic focus and solutions,
without the distractions.
Talk the Real Talk
Micro Communities
Topic Focus
Testing Platform
Controled ROI

42. Short, sharp, content rich
Webinars turn browsers
into believers.
Thought Leadership
Competitive Intelligence
Authority Leadership
Conversion Metrics

43. 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

44. Slide presentations get
concise thoughts out to
interested prospects.
SlideRocket.com
SlideShare.net
SlideServe.com
PPTExchange.com
SlideLive.com
AuthorStream.com

45. Case Studies build your
case to show exactly
how your services help.
Like Me
Predict Future
Find Similarities
Compare Notes

46. Translate your expertise
and point of view with
easy-to-understand tips.
Measure ROI
Improve Conversions
Long Tail Keywords
SEO Edge

47. Byron White, ideaLaunch
Create
Great
Chief Idea Officer
Blog: ideaLaunch.com/Blog
Twitter: ByronWhite
Content
FaceBook: Byron White
Phone: 617-227-8800 x 201
Cell: 617-775-5828