Company Brief

November 2012

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Our

Vision

InboundWriter: The Leader In Content Optimization Software

Automates, measures and scales the

art and science of content creation for

reach, engagement and conversion

Our

Software

Awards &

Accolades

Web content optimization as simple as

a ‘spellcheck’

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Favorite New Product Of The Year Award! (Marketing / PR Category)

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We Improve Content To Create Real Impact

InboundWriter provides unparalleled Insights and Automation

Insights Automation

• Leverage the search and

social web to understand what

readers care about

• Educate writers about terms

and topics that maximize

content value

• Expose users to online

conversations about their

interests that they would

otherwise never see

• Automate research / topic

modeling that today is done

manually or not at all

• Replace manual intervention /

editing with simple tips as part

of the natural writing process

• Measure content effectiveness

to make it a scalable and

valuable best practice

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Both Tactical And Strategic Value

Tactical Strategic

• For a piece of content

• Improve traffic

• Improve ranking

• Improve engagement

• For a content creator

• Unparalleled insights

• Efficiency

• For an entire group /

enterprise

• Critical to successful

content strategy

• Metrics-driven baseline

• Scalable deployment of

best practices

• Scalable automation

• Ongoing measurement

InboundWriter is unique, enabling content optimization at scale

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Why InboundWriter: Get Results

• 29 - 33% increase in search traffic

• 45% increase in paid search

• 153% increase in time on page

• 17% increase in conversion to sale

• Top 10 Google rank within 48 hours

• Page 1 Google rank within 24 hours

• Top Google rank for very competitive term

• Alexa ranking jumped 33% in first month

• Alexa ranking on 5 year old site went from

3m to 1.8m in two weeks

Results from our Impact Study: Inbound Feedback from Customers:

InboundWriter messed up my day.

didn't really have time to fall in love.

Now I ask, where ya been all my life baby

“ ”

After using InboundWriter for 2 weeks, we

experienced a 200% increase in traffic...and it's

only gone up from there … I'm hooked!

“ ”

Wondering how we managed without

@inboundwriter. It's so easy for people who

have never optimised pages before.

“ ”

Okay, I’m testing out @inboundwriter right

now, and it’s basically blowing my mind “

”

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InboundWriter Core Capabilities

• Enables topic modeling to understand

popularity and sentiment on the web

– ‘What’ should I write; what angle should I take

• Facilitates content optimization

– ‘How’ to I best optimize what I have written for reach

and engagement

• Key features

– Coaches writers with non-technical, content-specific

and easy-to-use tips and suggestions

– Leverages best practices rules engine with proven,

accepted techniques that make content better to read

and more easily found

– Generates innovative suggested keywords / topics

based on similar and popular content published on the

web

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Your Content Pre-InboundWriter

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Your Content Pre-InboundWriter

Score = 27 out of 100:

• Topic is not positioned to attract an online

audience

• Content as it stands is not ideally composed

What Is Wrong:

• There is no clear focus to the content

• The title does not relate to the content

• The most often-mentioned terms don’t match

the content’s objective

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Your Content Post-InboundWriter

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Your Content Post-InboundWriter

Score = 91 out of 100

• Content is now focused on a theme that will attract

readership and composed in a way to maximize its

audience

What Did We Do

• Provided the writer with a list of terms that are

highly relevant to the content’s theme

• Coached the writer to choose ‘focus terms’ to

tighten the content’s thesis (we make sure the

terms are a good match)

• Via tips, highlighted other suggestions to optimize

the content’s composition

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Differentiator: Deep, Customized Insights

Typical Keyword Research InboundWriter Topic Research

• Finds variations on original keywords

• Emphasizes related searches

• Competition is based on PPC buying activity

• Good for finding keyword for PPC campaigns

• Uses Natural Language Processing to find topical relationships

• Surfaces related concepts as used in similar web content

• Good for surfacing ideas for content production

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Proprietary Keyword / Topic Research

InboundWriter Google Keyword Tool

Comparison: “backcountry skiing adirondack mountains”

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InboundWriter Enterprise Tier Objectives

• Make using online content optimization ‘as simple as a

spellcheck’

• Precision

• API to internal systems

• UI improvements

• Improve robustness of product for Enterprise customers

• Multi-user

• Reports / analytics

• Expanded functionality

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Multi-User Functionality

Geared for enterprise customers and teams of users, this new functionality allows for the management, monitoring and measurement of groups of writers.

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InboundWriter Advanced Precision

Our current topic / keyword research results

• Seed term:

“backcountry skiing adirondack

mountains”

• Solid terms: • lake placid

• whiteface

• adirondack high peaks

• mount marcy

• More generic terms:

• alpine skiing

• snow depth

• cross country skiing

• backcountry skiing

• lost ski areas

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InboundWriter Advanced Precision

Our improved, more precise topic / keyword research results

• Seed term:

“backcountry skiing adirondack

mountains”

• Really precise terms: • lapland lake

• adirondack forum

• adirondack mtn club

• gothics

• Solid terms: • adirondacks

• lake placid

• whiteface

• high peaks

• Generic terms: none

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Enterprise Reports / Analytics

A sample of the type of analytics we will provide

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Pricing

Freemium, Professional and (new) Enterprise Plans

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THANK YOU