Designated Editor Blog | Demystifying search, social, strategy, tactics

“Create Great Content” with Byron White of IdeaLaunch and LifeTips @ Boston SEO Meetup

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?

Keywords in position 11-50: low-lying fruit to write content about

What are the needs?
What can you get quick impact on?

Hire great writers

Learn how to pepper keyword content

Not just on keyword popularity

What are the needs?

What can you get quick impact on?

eComExpo July 9, 2009

Create organic content

Be sure you have the right partnerships in place

Have action item in the domain name

Write as much content as you possible can, and it has to be unique, has to be interesting

Affiliate marketing calls for content that evokes conversion: pre-sell to people

Integrate offers and deals to create compelling (as in want-to-buy-now) content

Niche sites perform much better

Keep page design horizontal: allow google to crawl the site just two layers thick

Keep content unique

Use data feeds va APIs

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