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

You have great web content: now transform it into cash and traffic - and propel your business forward!

Proven solutions and facts, not theory from one of the world's most respected Fortune® 500 eMarketers!
Easy, "why didn't I think of that" advice you can implement today, even if you have no marketing experience
Low cost web content marketing strategies that won't break the bank, no matter what business you're in
Plenty of books will show you how to create great content. This is the first book that shows you how to systematically monetize the great content you've already paid to create. You won't find abstract theory here: you'll find a specific, easy-to-use eMarketing approach that's worked for everyone from startups to Fortune® 500 companies. Using Wendy Montes de Oca's exclusive SONAR Content Distribution Model, you can integrate various web marketing tactics (SEO, SEM, social marketing, online press releases, guerilla marketing, article marketing) in a systematic and synchronized approach that drives maximum traffic, visibility, sales, leads, and buzz. You'll learn how to repurpose and disseminate content through syndicate partners; content syndication networks; user generated content sites; article directories; relevant posts to blogs, forums, and bulletin boards; and social media. Step by step, De Oca shows how to execute expert eMarketing campaigns that deliver powerful business results - no matter how low your budget is, or how little eMarketing experience you have.

List 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    Old or Outdated Products .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
 

About 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.

Summary

“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
 

Product details

• Authors: Wendy Montes de Oca, Montes de Oca
• Publisher: Que
• Languages: English
• Product format: Paperback / Softback
• Released: 01.09.2011
• EAN: 9780789741080
• ISBN: 978-0-7897-4108-0
• No. of pages: 240
• Dimensions: 227 mm x 154 mm x 13 mm
• Weight: 328 g
• Illustrations: w. figs.
• Series: Que Biz-tech; Que; Que
• Subject: Social sciences, law, business > Business > Business administration