How to Win the War of Words on the Web

Byron WhiteChief Idea OfficerideaLaunch

Thrive 2010PR Web

May 12th, 2010

The ContentMarketing Revolution

10 Tips To Win the War on the Web

Join theContent Marketing Revolution

Practice the art of listening to your customers’ wants and needs.

Search Box

Social Media

Web Analytics

Keyword Popularity

Customer Service

Questionnaires

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

Books

Blogs

eBooks

RSS Feeds

Printed Books

Web

Widgets

Learn to catch readers orbiting at high speeds at the right time and place.

Web

Applet

Desktop

Mobile

RSS Feeds

Podcasts

Social Networks

Forums

Message Boards

And track your customers engagement of content assets to find what works best.

Engagement

Downloads

Time on Page

Action on Page

Repeat Visitation

Send to Friend

Social Bookmark

Constantly test campaigns to learn what works best, without killing the brand.

A/B Testing

Multivariate Testing

Eye Track Testing

Segmentation Testing

Geo Target Testing

Usability Testing

Content Testing

And find the most efficient path to earn trust and drive of sales.

Offer Content

Score Engagement

Identify Consideration

Confirm Intent

Induce Trial

Motivate Purchase

Gather Feedback

10 Tips to Win the War on the Web

1 Develop an overall content marketing plan with performance goals in mind.

Table of Contents

• Competitive Research

• Customer Research

• Customer Profiles

• Keyword Research

• Content Creation Plan

• Content Optimization Plan

• Content Testing Plan

• Content Performance Plan

Develop informational content that sells WITHOUT the sales pitch.

Info Content

Speaking Events

White Papers

Webinars

Podcasts

Books

Online Courses

WorkBooks

Press Releases

2 Research your customers’ wants and needs in creative ways.

• Search Box. Track what prospects are looking for and what they find.

• FAQ’s. Review what customers ask for and the language they use.

• Customer Service Reps. Learn the FAQ’s and knowledge requests.

• Customers. Speak with customers and learn their wants and needs.

• Analytics. Discover the source of traffic and navigational pathways.

• Surveys. Ask for feedback on your content, navigation and methodology.

Then develop “extreme” customer profiles for content creation and testing.

ADD/ADHD Andy

In a Hurry

Reads Headlines

Snacksize Content

Bullet Points

Buy Right Now

Image Importance

Inspiration Purchase

Sophisticated Suzy

Into Information

Reads Content

Deep Content

Fine Print

Buy After Review

Value Importance

Informative Purchase

3 Find your company’s distinction, value proposition and mantra.

Winning is Everything Greenbay Packers

Think IBM

Fun Family Entertainment Disney

Save Babies March of Dimes

Healthy Fast Food Wendy’s

Kick Butt in Air and Space Air Force

The Art of the Start, Guy Kawasaki

Develop your company’s “story” and make sure it has the key elements.

Great Stories --> Solve problems

--> Teach us to be smart

--> Offer surprise and delight

--> Focus on “what happens next”

--> Introduce great characters

--> Are contagious

--> Engage readersSisomo by Kevin Roberts

4 Optimize your content for readers first, then the search engines.

Use free research tools and SEO scoring tools to optimize for the search engines.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

5 Examine your sales funnel and pipeline to determine the motivational needs.

• Preliminary: Headlines, visuals, architecture and familiar content.

• Investigating: Knowledge-seeking and trust-building opportunity.

• Capability: Show how you solve problems and delivers on needs.

• Action: Motivate sign up, download or buy.

Select different content assets for different needs in the pipeline.

Articles

Courseware

eBooks

Optimization

Podcasts

Printed Books

Tip Centers

Webinars

Whitepapers

Widgets

WorkBooks

Video

6 Score content engagement to help prioritize who is most likely to buy.

SalesForce Scoring

Free Tool Interaction

Content Downloads

Proposal Downloads

Newsletter Sign Ups

Widget Interaction

Customer Logon

Stop the push marketing and join the content marketing revolution!

7 Evaluate how you stack up with the competition in a variety of ways.

Content Asset YourSite CompetitorTraffic 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

Build on your strengths and eliminate the weakness to capture market share.

8 Keep the universal needs of prospects and customers top of mind.

Customer Needs

• Credibility, Belief and Logic

• Exposure to New Information

• To Laugh

• Mystery and Bravery

• Surprise and Delight

Content Critical by Gerry McGovern and Rob Norton

2.0 Customer Needs

• Info in a Hurry

• Access to Specific Things

• Personalization

• Authority Advice

• Relevant Content

And understand the paradox of choice in developing your testing methodology.

• Too many choices with the new age of micro expansion.

• New rules for complex decision-making.

• New meaning needs to be developed to find the best path.

• New methodology needs to be formulated for big decisions.

• New reward needs to surface with the right decision.

The Paradox of Choice by Barry Schwartz

Conversion = (Info Content + Usability + Motivation + Incentive) - (Friction + Anxiety)

9 Use industry-specific “sell words” that make customers “feel” your message.

Employment Sell Words

Entry Level Position

Excellent Growth Opportunity

Immediate Openings

Leading Company Seeks

Growing Company Seeks

Team Player

Strong Interpersonal Skill

Financially Motivated

Annual Performance Bonus

Team Environment

Financial Sell Words

You’re Already Pre-Approved

Cash Back Offer

Be Debt-Free in Weeks

Instant Financial Freedom

No Annual Fee

Pocket Extra Money

Low Introductory Rate

Fast Cash

Start Saving Now

Piece of Mind

Try positive AND negative “sell words” that become drivers for testing.

Negative Sell Words

Baffling

Blurred

Unclear

Bewildering

Mind-Boggling

Complicated

Convoluted

Perplexing

Puzzling

Mixed Up

Positive Sell Words

Persevering

Efficient

Hard-Driving

Proactive

Adaptable

Responsive

First-rate

Top-notch

Highly Competent

Powerful

And try different “sell words” in your call-to-action to improve conversion rates.

Offers

Special Offer

Exclusive Offer

Limited Time Offer

Click Here

Right Now

Instant Access

Instant Download

Free Shipping

No-Fuss Signup

Easy Signup

Trials

Free Trial

First Time Trial

No-Risk Trial

Risk Free Trial

Buy After Review

Test Drive

Free Membership

Free Subscription

Join Beta Group

Free Trial with Feedback

Motivators

Free Gift

Pays for Itself

Limited Availability

As Seen on TV

Solve X

Stop Y

All Inclusive

Best Rated

Tested and Proven

Money-Back Guarantee

10 Finally, measure content performance and success in at least 8 different ways.

Track improved listing positions.

Track increased traffic and readership.

Track decreased user acquisition cost.

Track leads that download content assets.

Track increased sales from those leads.

Track repeat visitation and engagement.

Track time-on-site for content stickiness.

And of course, track conversion rates.

Send me an email with feedback, comments or questions, and I’ll send you a PDF version of my book and links to private SEO tools.

I’ll also send you links to…Page Grader ToolContent Grader ToolMonthly Content Marketing Webinars

Byron@ideaLaunch.com

“The only marketing left is content marketing.”

“To win the war on the web, simplylearn the wants and needs of your customers, and give it to them in a compelling way.”

Seth Godin Meatball Sunday

Byron White 101 Content Marketing Tips