“Create Great Content” Byron White of IdeaLaunch @ SEO Meetup — 2d of 2 parts

Byron White of IdeaLaunch

Try to talk clients into building true knowledge centers, not places for sales pitches

Build your content marketing assets

• Create knowledge centers
• Write FAQ sections
• Submit articles to other sites

Then what?

• Build internal links!!
• Get the word out; links come back
• Get conversations going, not followers
• Publish a printed book, on demand, and you become an expert

Analyze competition

• Apply expertise
• Position your company
• Find keen insight
• Shed new light
• Offer inside scoop
• Raise awareness
• Progress leads off with knowledge

Find the “essentially contested concepts,” topics with gray areas

• Follow thought leaders
• Find topics to debate
• Chime in
• Contribute
• Put ideas to work
• Stay on topic

Other tools

• White papers
  • Establish expertise
  • Make understandable
  • Infuse personality
  • Showcase insight
  • Can be a bit stale
    

• Video
• eBook     —-> downloads jumped 68% from 2007 to 2008
• Microsites —-> Talk the real talk
• Webinars
• Podcasts
• Slide presentations —-> Slideshare.net

Please rate the following; which technique do you think lends greater credibility?

• Publishing a book, even an eBook
• 
  A full-on FAQ section
• 
  Microsites
• 
  Webinars
• 
  Podcasts
• 
  Videos
• 
  White papers
• 
  Commenting on thought leaders’ posts and articles