1. Content That Drives Results Matt Tuens ::A cu V ox, Inc. [email_address]

2.

A little background.

Focused on content side of online since 1997

Plan & implement full content solutions of all sizes

Develop entire information portals and content sites

---from the ground up.

Content that Drives Results [email_address] 3.

Today.

Changing Perspective

Building a helpful site that creates traffic

Development in a ideal situation

Development on a budget

Measuring ROI

Content that Drives Results [email_address] 4.

Tweak Your Perspective

Content that Drives Results [email_address] 5.

Wrong Perspective #1

• Most people limit their thinking

• Think in terms of minimums

• Doing the least possible

Content that Drives Results [email_address] 6.

Wrong Perspective

• Most people limit their thinking

• Think in terms of minimums

• Doing the least possible

Content that Drives Results [email_address] 7.

Right Perspective

• Answer every question and need

• Become the ultimate resource

Content that Drives Results [email_address] 8.

Wrong Perspective #2

• Make it all about you

• Only give info you want to give

Content that Drives Results [email_address] 9.

Right Perspective

Give your demographic what THEY want to know,

not what you want them to know.

Content that Drives Results [email_address] 10.

Think.

Content that Drives Results [email_address] 11.

Think.Like.

Content that Drives Results [email_address] 12.

Think.Like.That.

Content that Drives Results [email_address] 13.

Building a Useful Site that Gets Traffic

• Identify the segments in your demographic

• • Single?

• • Married?

• • Young?

• • Old?

• • Working?

• • Retired?

• • Etc.

Content that Drives Results [email_address] 14.

Building a Useful Site that Gets Traffic

• Identify what the segments are looking for

• • Why do people buy what you sell

• • What need are you filling

• • What are the main decision points

• • What will help inform them

• • What information will help them check off the points in their decision making process

• • What will help move them to action

Content that Drives Results [email_address] 15.

Building a Useful Site that Gets Traffic

Keyword Research

• No longer just terms and search quantities

• • Different aspects, different demographics

• • Not term, but meaning

• • Especially important for content

Content that Drives Results [email_address] 16.

Building a Useful Site that Gets Traffic

Keyword Research

• Primary

• Secondary

• Tertiary

• Long Tail

• Content topics at each level

Content that Drives Results [email_address] 17.

Building a Useful Site that Gets Traffic

Keyword Research

Content that Drives Results [email_address] Tips for Finding the Best Bad Credit Refinancing Rates in Los Angeles bad credit refinancing Los Angeles Long tail Getting Mortgage Refinancing with Bad Credit in a Down Market bad credit refinance Tertiary How to Get a Mortgage Refinance Loan Mortgage Refinance mortgage refinance Secondary Refinance refinance Primary Topic Term Level 18.

Building a Useful Site that Gets Traffic

Content Types

• Articles?

• Blog posts?

• News?

• Forums?

• Video?

Content that Drives Results [email_address] 19.

Building a Useful Site that Gets Traffic

Structure

• Like pages together

• Structural categorization

• Virtual categorization

Content that Drives Results [email_address] 20.

Building a Useful Site that Gets Traffic

Structure

• Articles covering multiple topics

• • Directory referenced most

• • Separate all-encompassing category

Content that Drives Results [email_address] 21.

Building a Useful Site that Gets Traffic

Structure

Content that Drives Results [email_address] Primary Secodary Tertiary Long Tail 22.

Building a Useful Site that Gets Traffic

Intelligent Structure

• General theming

• Theme sculpting

• Internal linking

• PageRank sculpting

Content that Drives Results [email_address] 23.

Building in an Ideal Situation

Types of Content

• Articles, blogs, news, video, UCG, forums, images, etc.

• What fits your situation

Content that Drives Results [email_address] 24.

Building in an Ideal Situation

Allocating Content

• Major Keyword

• Secondary Keyword

• Tertiary Keyword

• Long Tail

• Topic based

Content that Drives Results [email_address] 25.

Building on a Budget

• Better budget Close to Ideal as Possible

• Mid budget Try to follow Bretts Rules

• • 100 articles before launch, then one a day

• Less budget At very least write one a day

Content that Drives Results [email_address] 26.

Building on a Budget

• Better budget - Close to Ideal

• • Outsource few companies set up internally

• Mid budget Bretts Rules

• • 100 Initial articles

• • 350 to 500 articles in first year pretty healthy site

Content that Drives Results [email_address] 27.

Building on a Budget

• Write one article per day

• • Pro easy to manage

• • Con harder than appears

Content that Drives Results [email_address] 28.

Building on a Budget

• Inhouse Option?

• • Pro - Cheap, control

• • Con

• • • Resources allocated elsewhere

• • • Much more time and cost consuming

• Outsourcing

• • Conservative outsourcing more cost effective

Content that Drives Results [email_address] 29.

Measuring ROI

• • Set your goals

• • • Direct Goals

• • • • Sales, downloads, page views, etc. totally depend on your business model

• • Set or Note Indirect Metrics

• • • Pages viewed

• • • Time on site

• • • Time per page

• • • Repeat visits (!)

Content that Drives Results [email_address] 30.

Measuring ROI

Points to watch for

• Increased numbers in your direct goals, of course

• Increased numbers in indirect goals

• Entry pages

• Path

• What type of pages are they looking at? (Content, product, ?)

• What is their exit page

• Analyze Direct Goal Actions

• Analyze visitors

Content that Drives Results [email_address] 31.

Perspective

Planning

Execution

Content that Drives Results [email_address] 32. Thank You! Matt@AcuVox.comMatt Tuens ::A cu V ox, Inc. [email_address]