How to Win the War of Words on the Web

How to Win the War of Words on the Web Byron White Chief Idea Officer ideaLaunch Thrive 2010 PR Web May 12th, 2010

The Content Marketing Revolution 10 Tips To Win the War on the Web

Join the Content 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 readers Sisomo 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 Competitor Traffic 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 Tool Content Grader Tool Monthly Content Marketing Webinars [email_address]

“ The only marketing left is content marketing.” “ To win the war on the web, simply learn 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

How to Win the War of Words on the Web

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