Content is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz

Overview

“Wendy’s book is an impressively thorough account of the marketing options open to Internet businesses today. I have it within reach of my desk and I intend to make good use of it.”

–Michael Masterson, Publisher, Agora, Inc., Early to Rise

You’ve already got great content — now, monetize it!

Dozens of top publishers, marketers, business owners, and entrepreneurs are already using Wendy Montes de Oca’s SONAR Content Distribution ModelTM to earn ...

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Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz

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Overview

“Wendy’s book is an impressively thorough account of the marketing options open to Internet businesses today. I have it within reach of my desk and I intend to make good use of it.”

–Michael Masterson, Publisher, Agora, Inc., Early to Rise

You’ve already got great content — now, monetize it!

Dozens of top publishers, marketers, business owners, and entrepreneurs are already using Wendy Montes de Oca’s SONAR Content Distribution ModelTM to earn amazing ROI from content they already have. You can, too—even if you’ve never done Internet marketing before! Content Is Cash shows you how to systematically integrate and synchronize today’s best web marketing techniques to drive more traffic, buzz, leads, and sales for your business. It’s not theory. It’s a proven, cost-effective and real-world strategy allowing anyone with content to turn traffic into profits...and the results are quantifiable!

Inside you’ll find powerful, easy, and virtually no cost ways to maximize content syndication, online PR, social networking and bookmarking, article directories, and guerrilla marketing inforums and message boards…to achieve breakthrough results on even the smallest budget!

You’ll Learn How To:

• Discover and leverage useful, valuable, actionable content you didn’t know you had

• Drive more value from content by repurposing, repackaging, refreshing, re-bundling, and republishing

• Create more visibility, traffic, and awareness for your website and brand

• Link content more tightly with prospecting and sales initiatives

• Syndicate and aggregate content to extend its reach

• Make your content easier to find on the Web—simply and inexpensively

• Adapt your strongest content into high-performing online press releases

• Encourage viral marketing, pass-along readership and word-of-mouth buzz

• Measure your performance against the 3 O’s: outputs, outcomes, and objectives

• Apply SONAR techniques and increase search engine presence, organic visits, lead generation, and sales efforts

• Use SONAR with other tactics such as affiliate marketing, joint ventures, online advertising, ad swaps, guest editorials and more

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Product Details

  • ISBN-13: 9780789741080
  • Publisher: Que
  • Publication date: 8/25/2011
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.60 (d)

Meet the Author

Wendy Montes de Oca, M.B.A, has a diversified background that includes nearly 20 years of experience in marketing, media, financial services, and law. She has a proven track record with both acquisition and retention efforts, as well as has both editorial and copywriting success. Her specialties include multichannel marketing (print, Web, email, direct mail, radio, and TV), with expertise in Internet marketing. During her career, Wendy has generated more than $150 million in total revenues for various corporations, consulting clients, and her own consulting firm, Precision Marketing and Media, LLC.

Wendy has led the marketing efforts for many prominent organizations. For one online publisher, in only three short months, her search engine optimization (SEO) and lead-generation tactics increased website traffic ranking and visits by morethan 3,160% and 62%, respectively, as well as traffic monetization that resulted in a return on investment of 221%.

She previously was the editor of a quarterly investment newsletter and has had several investment articles published in Hometown News. Her marketing articles have appeared in popular newsletters, websites, and blogs, such as Target Marketing, Early to Rise, Makepeace Total Package, and many more.

Wendy is an advisory board member for Bob Bly’s TheLandingPageGuru.com, as well as a distinguished speaker/moderator at prominent marketing conferences such as Specialized Information Publishers Association (SIPA).

Her blog, MuscleMarketing.Blogspot.com, was named top Internet marketing blog by industry staple Best of Web.

Wendy has worked as a strategic marketing consultant and was the force behind the marketing efforts for several top publishers, entrepreneurs, and Fortune 500 companies, including Weiss Research & Publishing, Weiss Money Management, Newsmax Media, Chase Manhattan Bank, General Electric (GE), Automatic Data Processing (ADP) Retirement Services, and Salomon Smith Barney/CitiGroup.

Before starting her successful consulting firm, Precision Marketing and Media, LLC, Wendy was vice president of marketing and business development for the Internet’s most popular wealth and success e-zine, Early to Rise (Agora Publishing), where her online marketing tactics and product development efforts helped bring in thousands of new subscribers and earned millions of dollars in revenues.

Wendy’s groundbreaking online marketing strategies have been cultivated and taught to clients, colleagues, friends, freelancers, and former employers spanning the copywriting, publishing, financial, and health industries. She has often trained internal staff or led offsite group sessions to share her online marketing knowledge of increasing website traffic, visibility, leads, and sales. And because her web marketing tactics have been so cost-effective, creative, and successful, Wendy became known as “the marketing maven” by many of her industry peers.

Wendy earned a Bachelor of Science degree from St. John’s University and a Master of Business Administration degree from Nova South Eastern University.

Throughout her career, she has been recognized with various awards for quality, innovation, teamwork, and new product/new business development.

Wendy lives in South Florida with her husband of more than 10 years and their son. Precision Marketing and Media, LLC, is headquartered in the Palm Beach area of Florida, with satellite offices in the New York City/New Jersey tri-state area.

• For more information, visit www.PrecisionMarketingMedia.com.

• To read Wendy’s blog posts, visit www.MuscleMarketing.blogspot.com.

• To sign up for Wendy’s free newsletter, Precision Marketing, visit www.PrecisionMarketingMedia.com/newslettersignup.html.

• Follow Wendy on Twitter at http://twitter.com/PrecisionMktg.

• “Like” Wendy’s Precision Marketing Media, LLC, Facebook fan page at www.Facebook.com/#!/pages/Florida/Precision-Marketing-Media-LLC/139310392787888.

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Table of Contents

Foreword by Bob Bly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .XI

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

1 Content Rules! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Hidden Places to Find Your Content . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Old Newsletters, Articles, and Blog Posts . . . . . . . . . . . . . . . . . . . . . .11

Old or Outdated Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Bonus Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Events: Teleseminars, Conferences, Webinars, and More . . . . .12

Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

General Website Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

2 Online Content Syndication: What You Need to Know. . . . . . . 15

Content Syndication Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Content Aggregators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

The Art of Article (Content) Marketing . . . . . . . . . . . . . . . . . . . . . . .18

Content Syndication and Search Engines:

Debunking the Duplicate Content Myth . . . . . . . . . . . . . . . . . . .19

The Article Directory: The Nucleolus of Your Web Content Marketing Efforts . . . .21

Secrets to Successful Article Marketing and Keyword Selection . . . .24

Choosing the Right Article Directory: The Importance of Rank and Relevance? . . . . . . .30

To Outsource or Not to Outsource…That Is the Question! . .. .32

3 The Power of Search: Understanding Search Engine Optimization for
More Effective Content-Based Marketing Efforts
. . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Keyword Density . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Redundancy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Tagging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Other SEO Secrets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37

SEO for PDFs: Make Your PDFs Search Engine Friendly . . . . .38

4 What Came First: The Guerrilla or the Web? . . . . . . . . . . . . . . . . . . 41

Guerrilla Marketing and Social Media: The Rules of Engagement . . . .44

10 Rules of Social Marketing (Guerrilla) Etiquette . . . . . . . . . . . .45

Social Marketing Success Secrets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

Relationship Building and Bonding . . . . . . . . . . . . . . . . . . . . . . . .49

Engage in a One-on-One Dialogue . . . . . . . . . . . . . . . . . . . . . . . . .50

Branding and Free Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50

Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51

Twitter Caveat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52

5 What Is Content? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Making the Most of Your Video Content . . . . . . . . . . . . . . . . . . . . . .57

Content for Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58

Content for Syndication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62

Seven Emotional Drivers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63

Know Your List! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64

6 Learning and Leveraging the SONAR Content Distribution Model™ . . . . . 67

What Is SONAR Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69

S: Syndicate Partners, Content Syndication Networks, and User-Generated
Content Sites .70

O: Online Press Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72

N: Network (Social) Communities and Social Bookmarking Sites . . . . . . .75

A: Article Directories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78

R: Relevant Posts to Blogs, Forums, and Message Boards . . . . .79

SONAR in Action: Putting It All Together . . . . . . . . . . . . . . . . . . . . .80

S: Syndicate Partners, Content Syndication Networks, and User-Generated
Content Sites . . . . . . . . . .84

SONAR Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96

Does Your Content Have “Legs”? . . . . . . . . . . . . . . . . . . . . . . . . . . .97

SONAR Takeaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

7 SEO for SONAR: How to Get Found by Search Engines . . . . 103

Business Services/Marketing Example . . . . . . . . . . . . . . . . . . . .108

Alternative Health/Health Publishing Example . . . . . . . . . .109

Business Services/Marketing/InfoPublishing Example . . . . . .111

Business Services/Self-Help/Professional and Personal
Development Example . . . . . .113

SEM for SONAR: How to Get Found by Search Engines . . . .115

Helpful Hints for Writers When Working with Search Engines . . ..116

8 SONAR in Action: Results and Analytics . . . . . . . . . . . . . . . . . . . . . . 119

Case Study #1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120

Case Study #2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120

Case Study #3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121

Case Study #4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121

Case Study #5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122

Case Study #6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122

Case Study #7 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123

Case Study #8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123

SONAR: Keeping It Real and Replicating Results . . . . . . . . . . . .124

How Is SONAR Measured? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125

The Three Os—Outputs, Outcomes, and Objectives . . . .126

9 Monetize the Traffic: A Blueprint to Building a Site That Leverages SONAR. . . .. . . . 129

Dissecting the Ideal SONAR Website . . . . . . . . . . . . . . . . . . . . . . . . .131

Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .133

Sales and Cross-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140

Boosting Your E-Commerce Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . .147

Bonding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .149

Search Engine Optimization (SEO) . . . . . . . . . . . . . . . . . . . . . . . . . . .151

Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .156

Credibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .159

More “Best of ” SONAR Websites… . . . . . . . . . . . . . . . . . . . . . . . . . . .160

10 Dovetailing SONAR with Other High-Performing Internet Marketing Tactics . . . .. . . . 169

Joint Ventures, Affiliate Marketing, and Ad Swaps . . . . . . . . . .170

Online Advertising: Tips and Tricks of the Trade . . . . . . . . . . . .174

Tip #1: Watch What’s Happening in the Industry . . . . . . . .174

Tip #2: Research Which Ad Is a Higher Performer . . . . . .174

Tip #3: Business Negotiations 101 . . . . . . . . . . . . . . . . . . . . . . . . .176

Tip #4: Due Diligence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177

Tip #5: Real-Time Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177

Tip #6: Test Ad Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178

Tip #7: Don’t Just Talk the Talk . . . . . . . . . . . . . . . . . . . . . . . . . . . .179

Tip #8: Try to Get Goodwill Freebies for SEO . . . . . . . . . . . .179

Tip #9: Buy More, Get More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .180

Media Cheat Sheet: “Must Know” Questions and Answers . . . . . . . . . .180

Online Public Opinion Polls for Editorial and Lead-Generation Success . . . . .181

Finding Customers in a Web 2.0 World . . . . . . . . . . . . . . . . . . . . . .182

11 How to Write Great, Free Content (That Gets Read and Passed Around!) . . . . . . .. . . 189

Industry Viewpoints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .191

Michael Masterson, Publisher, Agora, Inc., Early to Rise . . . . . . . . . . . . . 192

Jason Holland, Managing Editor, Agora, Inc., Early to Rise . . . . . . . . . . . . . . . . . .192

Brian Kurtz, Executive Vice President, Boardroom, Inc., Bottom Line Secrets . . . . .93

Christopher Ruddy, President and CEO, Newsmax Media, Inc. . . . . . . . . . . . . . . . .193

Steve Kroening, Editor, Soundview Publications, Inc., Second Opinion
Newsletter, Women’s Health Letter, and Real Cures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194

Alice Wessendorf, Managing Editor, Healthier Talk . . . . .194

Sean Brodrick, Natural Resource Analyst, Uncommon Wisdom Daily, Weiss Research, Inc. . .194

Dr. Jonny Bowden, Publisher, In Step with Jonny: Straight Talk Nutrition for the 21st Century . . . . . . . . . .195

Bob Bly, Publisher, The Direct Response Letter, CTC Publishing . . . . . . . . 196

12 Best SONAR Platforms and Measuring Success. . . . . . . . . . . . . 197

Gauging Your SONAR Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201

A Glossary: Key Terms to Know When Deploying SONAR or Any Online Marketing Strategy . .207

TOC, 9780789741080, MF

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