WriterAccess Webinar Archive

Capturing Mindshare

Thursday, October 28, 2010 – 1:00 PM ET

To win the war of words on the web, you need a battle plan to capture organic market share. Creating volumes of SEO content and publishing it on the web is not the best strategy these days. You need competitive intelligence tools to drive the strategy. You need a vision on how to increase traffic and improve listing positions, and a roadmap for performance goals. Trying to put all these pieces together may seem difficult, if not impossible. Until now.

Join Byron White of ideaLaunch and Mike Roberts of Spyfu, offering two very different solutions on how to develop the strategy you need to capture mindshare -- the new measurement for success. Mike will discuss some new SpyFu technology solutions that offer the vision you need. Byron will discuss breakthrough content planning methodology including content curation, content plans and secrets that set the stage for performance goals.

These two different approaches will leave you with dozens of ideas, secrets and methods to hit the ball out of the park!

Slidedeck Download

The slidedeck from this webinar is available for download.

Video Transcription

Byron: I think the big debate, that we’re going to have some fun with today is the extremely complex problem of planning research and data. There are many strategies to try to conquer the web, or to try to win the war of words on the web as I like saying; and without a doubt you need a plan. You need to understand how to capture market share, you need the data, you need to crunch the data, you need to see the data, and you need to formulate the plans.

Today we’re going to have an interesting exercise of walking through the complexity of that process and walking some people through today on how we here at IdeaLaunch and Content Six, an agency that we launched awhile ago which is nothing more really than a service brand name for work we do with clients already, but how we literally will spend as much as 150 hours planning what to write about, how much content we need to create to capture market share, how frequently we need to publish it and how good does it need to be in terms of the quality of the article or the content we are creating. That is just an exhaustive exercise and Mike is here today to shed some light on a new approach that doesn’t perhaps take the whole 150 hours, maybe it takes five minutes and a.... We’re going to take a look at what crunching data we can get with some really innovative technology that Mike came up with. We're also going to try to really make people understand how complex this process is. Mike would you add anything to that while we are waiting a few more minutes?

Mike: Absolutely, the stuff I’m going to show is basically cutting into this really kind of painful; I call it the $10,000 pill that you have to get a customer to swallow before you can really engage them on that view at all. And that stands apart from any digital discipline or advertising in general. You can say, let’s get the ball rolling, let’s bring you on as a customer and we'll create some value in the first couple months and once we get to know each other we'll spend some time sitting down and doing some strategy. That's the other side of content planning, you really have to kind of do all that up front, really you can't start doing anything until you have a baseline, until you know which articles to write, and how do you do that without doing upfront research. You can maybe get away with a reduced set of research, you may not have to do 150 hours, you may be able to get away with 20 hours, but in any case, what we're building is reports that do half of that work for you, and really streamline it so you should be able to go from bringing on a client to execution with really minimal ramp up time.

Byron: We can't wait to see it, I'm going to blast through my deck really quickly and then we're going to go right into some of these incredible new reports that Mike is going to show us how they work and what they are offering, what value the proposition brings to the table. Couples of house rules, number one please ask questions, we love to hear what your questions are. After Mike and I are finished with our presentations we are going to circle back around to the Q&A section and we're going to go right for the question that you enter, so we look forward to fielding some questions. Number two, definitely get hold of us if we can answer any questions with a chat as well, while I'm talking I can't really chat with people, but feel free to reach out if you have any specific questions for Mike or myself and we'll try to get to all the questions and communication and look forward to it.

Mike: You can also hit us up on Twitter @SpyFu; actually we're only monitoring Twitter, @SpyFu right now.

Byron: So without further ado, I'm going to spin you through what I think is a quick summary of a complex process that is involved with content planning and how we do it here at IdeaLaunch. First difficulty that we have is actually learning what to write about and literally the first step we need to take is to evaluate the current organic market share so we'll enter a couple of competitors into a tool set, by the way the SpyFu tool set is fantastic for this, where we basically want to see what's the current organic market share, so here I compared an IdeaLaunch to a marketingprofs from a particular bath of a couple thousand keywords that I had selected and then I also compared IdeaLaunch to junta42, a couple of competitors to ours and within minutes I can understand whether I'm winning or losing the battle and how difficult it may be for me to capture market share from particular groups of keywords.

So before we even can imagine how much content we need for a particular domain name, we have to look at the competitive universe. The other thing we need to look at is the content marketing tactics and strategy that clients or competitors are launching and here I pulled up an actual report that we manually put together, an exhaustive exercise where we look at five competitors, we have to look at things like are those competitors developing top ten lists or do they have evergreen content, do they have news articles, blog posts, tip and advice centers, photo galleries, forums, checklists, any tools, widgets.

We need to have an apple to apple comparison for what access we're bringing to the table compared to a competitor and likewise we can look at particular tactics. Next we look at the whole content curation process, this is also exhausting, we need to go in and look at a page by page level and an article by article level of how much content is on the client's current website that we're working on and we have to begin to develop new categories for the new content we're creating and then work with existing categories for content and then literally come up with an information architecture plan and a content plan based upon what already exists on the client's website and also note that with regards to content curation one of the biggest breakthroughs we've begun to experiment with is a very simple curation process for news and articles and information happening on the web and rolling that up on an individual domain name with multiple RSS feeds feeding into it so our writers and editors and even our NCO specialists can start seeing what's happening out there with regards to content on the web in general related to a particular topic.

One of the most difficult things to do with creating content, and this is truly a real guessing game at this point, and that is trying to understand what the wants and needs of the customers are and readers on your website and advertising agencies have historically done a pretty good job of bringing focus groups together and getting sample and an audience together and trying to learn more about what motivates them and what their wants and needs are related to a particular product or service, but talking to the client is critical for us or at least looking into the search box on the website and see what people are searching for an whether they are finding what they're looking for. Monitoring the social media conversations, looking at web analytics, certainly keyword popularity, but this step forward is probably the most difficult part of the content planning process and the content creation process. How do you want this information and that's really critical.

So next I'll talk about keyword research and Mike's toolset has mastered that in my opinion. Bottom line, there are a lot of different ways you can harvest information and begin to form those keyword silos and finally you arrive at an SEO plan, the first of about four plans you need to look at. I want you to take a quick scan of about 80 hours’ worth of work that we put into and SEO plan, we go through an extensive audit of the Client's website, we look at analysis of titles and metatags in the description, we actually have an algorithm that can score and grade the individual pages on the website, we put together an audit of what’s going on, we start to build keyword silos out with pretty detailed analysis.

We do all of this massive amount of work here which culminates in what we call our keyword silo map which begins to showcase the different silos that an SEO specialist decided to write in and then an allocation of the content assets that we're planning on creating for a client, allocated to those silos. So we're building a lot of science into what we're going to write about, what the length of the article and the quality of the content is going to be, what different article channels are all based on quite a bit of research.

The next thing I want to look at is the content plan; this is a little different, what we getting into here is some pretty neat stuff related to the actual style of the content. We have an executive summary, and analysis of what content assets they have on their website. We do extensive competitor research which honestly becomes the driver for decisions both with SEO maps and inside keyword silos on the SEO side and also just on the content side, we need to understand what the competition is doing and go through a much deeper analysis of what is happening out there. But that tends to get rolled into some other critical elements like customer profiles, we need to know who the target audience is, what their demographic information is all about, Sometimes we get help from clients with data or we’ll got into podcast and compete.com and other tools we have, next we’re putting together actual profiles to try to begin making guesses as to what the wants and needs are of different profiles of target customers, that is helpful for writers particularly to try to get a feel for who their target audience is. Of course we’re putting style guides together which is fairly intense and often there are restrictions and certain things we need to know, and finally this all culminates in a list of categories with the mapping to the content asset allocation that we’re going to write about for each niche. Next I’ll show you the information architecture plan, I probably don’t even need to show this to you, but it’s filled with a series of documents that we’re mapping the categories that reader sees to the keyword silos that we’ve created, so we put together a whole summary. first we do an analysis of the information that already exists part of the content curation process mapping that all out, then an overall site map about where our content is going to fit in along with the existing content, map out categories and subcategories, and we map out categories in the keyword silos and that gives you a flavor of what that looks like and next we do an executive summary, the final report that really is what a CEO needs to see to feel comfortable that we’re going to be creating content around the right topics with enough content in each topic, so we put together this executive summary which is helpful and sort of puts a time stamp on the data so we can refer back to it to make sure we moved the needle.

So this is a nice summary of the new and existing content overlaying one another, but this is an interesting report, we’re going in with each individual keyword silo and looking at the current market share for that silo then we’re looking at the listing positions for the keywords in that silo and then we’re doing some forecasting on what type of content are we going to create is it going to be evergreen or seasonal and then we’re looking at the allocations within the contract that we’re creating that helps pull it all together. So all of this serves as a time stamp on what is the current state of the union with the clients website and how does it all work.

So next, mindshare, how do we track all this? How does your CIO track all this? How does your CFO understand what’s going on here? Why is this planning process important? So the key to it is tagging the date that the content was published, only then can you really show ROI and the type of ROI you can see is pretty dramatic we can look at when content was published and how it affected your overall listing positions in the search engines. We can look at when content was published over a particular period of time and what increase traffic was, we can look at visitation time on site and whether content you’ve deployed can have impact measurement, we can look at tracking lead generation and interaction with content assets this happens to be tracked through sales force, we can look at actual conversions of content interaction and content marketing, people that interacted with content and actually made a purchase on your website. So that ends my effort here in general the planning process sets up the ROI measurement, it sets up the ability to measure success. And we can’t wait to hear from Mike how you can make that easier.