7/13/09
Content creation
Art of listening to the wants and needs of customers, science of delivering it in a compelling and engaging way
Constantly testing campaigns to put the reader in control: A-B testing, multivariate testing
Talk with people, not at them
The customers, not the company, need to be the focus
Insight and advice, not pushing products, features, or benefits
Content is the pipeline for warm leads — Everything visitors do is tracked via SalesForce.com to see what they’re interested in
Optimize for search engines and readers
What to create content about?
- Keyword research – what’s popular
- Social media sphere – conversations, meaningful, leaders in industry
- Talk and listen – talk to customer service to hear about problems
- Surveys and polls
Keywords in position 11-50: low-lying fruit to write content about
What are the needs?
What can you get quick impact on?
- SpyFu.com
- RavenTools.com
- Google keywords
- Keyworddiscovery
Hire great writers
- Inhabit target audience
- Build credibility
- Are contagious
Learn how to pepper keyword content
Not just on keyword popularity
What are the needs?
What can you get quick impact on?
About Suzanne McDonald
I really enjoyed Byron’s presentation on content marketing. The discussion on Google’s interest in books, and the idea that Google is indexing books to understand who the content leaders..
This made perfect sense since a marketer can make a 1000 links a day if he wanted but cannot publish a book.
In 5 years the amount of links you have will be good but the amount of published materials will be more important.
Ken, thanks for raising that important point: nothing says credible like taking the time to publish a book.
Thanks for the summary, feedback and comments. I really enjoyed speaking to this super-knowledgeable web-savvy group. Look forward to more connection and conversation online and off. And I just posted an interesting Content Marketing Test on the idealaunch blog you might find interesting. Cheers!
Hi Byron,
Thanks for your comment and for the tip to the Content Marketing Test on the idealaunch blog. I appreciate your reinforcing the concept of quality content. If there’s just a bunch of junk up there, it’s just wasting people’s time.
Thanks again!
— Suzanne