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Join us for the monthly ideaLaunch Content Marketing Webinar v8 focused on how to track the social engagement of your content, website and blog. Special guest Carol Leaman, CEO of PostRank, joins Byron White, founder of ideaLaunch, for the presentation, offering a review of killer tools to measure social engagement of your content and the value of content in the social media sphere. Learn how content marketing powers social media, inbound marketing and all marketing today.
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TrackingContentEngagementand ROI
Content Marketing
Monthly Webinar Series
January 20, 2010
Byron White
Chief Idea Officer
Byron[@]ideaLaunch.com
Carol Leaman
CEO
Carol[@]PostRank.com
ContentMarketingRevolution
ContentMarketing
Plan
MeasuringContent
ROI
How to track and measure content marketing ROI
PostRankCEO
Carol Leaman
It’s the art of listening to your customers’wants and needs.
Listen UpSearch Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
And the science of delivering contentin a compelling way.
MeasurementsBooks
Blogs
eBooks
RSS Feeds
Printed Books
Web
Widgets
It’s constantly testing campaigns to learnwhat works and what doesn’t.
Prediction TestingA/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing
And measuring readers’ engagementand desire for more.
EngagementDownloads
Time on Page
Action on Page
Repeat Visitation
Send to Friend
Social Bookmark
It’s catching readers orbiting at highspeeds at the right time and place.
Anytime ContentApplet
Desktop
Mobile
RSS Feeds
Podcasts
Social Networks
And engaging them with content onwebsites, gadgets and apps.
iPhone AppsUrban Spoon
Amazon Kindle
Sirius XM
SalesForce.com
Flixter
Fandango
It’s developing a content pipeline toeducate, earn trust and drive sales.
New Sales PipelineOffer Content
Accumulate Leads
Score Leads
Distribute Leads
Induce Trial
Score New Activity
Measure Success
And scoring content engagement tofind out who’s most likely to buy.
SalesForce ScoringFree Tool Interaction
Content Downloads
Proposal Downloads
Newsletter Sign Ups
Widget Interaction
Customer Logon
The content marketing plan becomes thenerve center for ROI measurement.
Table of Contents
Scope of Project
Competitive Research
Customer Research
Keyword Research
SEO PlanContent Plan
Performance Plan
Start by researching the competition withthe free research tools.
Free Research Tools
WordVision.com
SpyFu.com
Compete.com
QuantCast.com
SEOMajestic.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com
LinkVendor.com
MarketLeap.com
Competitive intelligence helps pinpointstrength, weakness and opportunity.
Content Asset YourSite.com Competitor.comTraffic A C
PPC Spend B A
Content Portfolio B B
Content Authority C B
Publishing Frequency D C
Social Reach F D
Social Conversations F F
Testimonials A F
Partnerships B A
Internal Links C B
Inbound Links C C
SEO Strength A C
SEO Performance B A
Testing Methodology A B
SEO PlanKeyword Universe
Golden Keywords
Keyword Silos
Internal Links
PPC Price
Search Volume
Search Market Share
Create an SEO Plan that balances readerinterest with search engine appeal.
Build a large keyword universe to measureperformance and ROI.
Keyword Universe10,000 Keywords
Long Tail
Short Tail
High PPC Price
High Search Volume
Recent Up Trends
Recent Down Trends
Market Share +-=
Select “golden” keywords for optimization,SEO and ROI goals.
Golden Keywords150 Keywords
Priority
Weighted
1/3 Top 50-100
1/3 Top 1-50
1/3 Top >100
Keyword Silos
Primary Keywords
Secondary Keywords
Create category maps featuring primaryand secondary SEO keywords.
Category Map
Hot Topic
Primary Keywords
Secondary Keywords
Create a Content Plan with the right mix ofcontent assets.
Content AssetsArticles
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
WorkBooks
Find the hot topics for your content planfor readers and then the bots.
Content Plan
Search Box
Customer Service
FAQ Popularity
Social Media
Customer Surveys
Site Analytics
Brand Language
Listen-in to the conversations in the socialmedia sphere to find the hot topics.
Social Research ToolsSearch.Twitter.com
Facebook.com/lexicon/
ThunderThimble.com
TechRigy.com
BlogSearch.Google.com
BlogPulse.com
IceRocket.com
TweetDeck.com
Infuse your brand with the content youpublish. And publish it regularly.
Authority AssetsSpeaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
Informational Guides
Press Releases
ideaLaunch.com/content-marketing-resources
Download a PDF version of the 101Content Marketing Tips book for free!
Helping Online Publishers MaximizeRevenue
http://analytics.postrank.comwww.postrank.com
30% year over year engagementgrowth
more participation, more conversations on top 10Ksites
“Demand and track ameasurable return onyour investment incontent marketing.”
Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
Carol Leaman, PostRank
CEO
Carol [at] PostRank.com
Phone: 519-514-0064
Let’s Talk.
