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

“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 Table of Contents......Page 11 Foreword......Page 16 Introduction......Page 22 1 Content Rules!......Page 28 Old Newsletters, Articles, and Blog Posts......Page 32 Events: Teleseminars, Conferences, Webinars, and More......Page 33 General Website Content......Page 34 2 Online Content Syndication: What You Need to Know......Page 36 Content Syndication Networks......Page 38 The Art of Article (Content) Marketing......Page 39 Content Syndication and Search Engines: Debunking the Duplicate Content Myth......Page 40 The Article Directory: The Nucleolus of Your Web Content Marketing Efforts......Page 42 Secrets to Successful Article Marketing and Keyword Selection......Page 45 Choosing the Right Article Directory: The Importance of Rank and Relevance?......Page 51 To Outsource or Not to Outsource...That Is the Question!......Page 53 3 The Power of Search: Understanding Search Engine Optimization for More Effective Content-Based Marketing Efforts......Page 54 Tagging......Page 55 Other SEO Secrets......Page 58 SEO for PDFs: Make Your PDFs Search Engine Friendly......Page 59 4 What Came First: The Guerrilla or the Web?......Page 62 Guerrilla Marketing and Social Media: The Rules of Engagement......Page 65 10 Rules of Social Marketing (Guerrilla) Etiquette......Page 66 Social Marketing Success Secrets......Page 68 Relationship Building and Bonding......Page 70 Branding and Free Advertising......Page 71 Conversion......Page 72 Twitter Caveat......Page 73 5 What Is Content?......Page 76 Making the Most of Your Video Content......Page 78 Content for Product Development......Page 79 Content for Syndication......Page 83 Seven Emotional Drivers......Page 84 Know Your List!......Page 85 6 Learning and Leveraging the SONAR Content Distribution ModelTM......Page 88 What Is SONAR Marketing?......Page 90 S: Syndicate Partners, Content Syndication Networks, and User-Generated Content Sites......Page 91 O: Online Press Releases......Page 93 N: Network (Social) Communities and Social Bookmarking Sites......Page 96 A: Article Directories......Page 99 R: Relevant Posts to Blogs, Forums, and Message Boards......Page 100 SONAR in Action: Putting It All Together......Page 101 S: Syndicate Partners, Content Syndication Networks, and User-Generated Content Sites......Page 105 SONAR Observations......Page 117 Does Your Content Have “Legs”?......Page 118 SONAR Takeaways......Page 121 7 SEO for SONAR: How to Get Found by Search Engines......Page 124 Business Services/Marketing Example......Page 129 Alternative Health/Health Publishing Example......Page 130 Business Services/Marketing/InfoPublishing Example......Page 132 Business Services/Self-Help/Professional and Personal Development Example......Page 134 SEM for SONAR: How to Get Found by Search Engines......Page 136 Helpful Hints for Writers When Working with Search Engines......Page 137 8 SONAR in Action: Results and Analytics......Page 140 Case Study #2......Page 141 Case Study #4......Page 142 Case Study #6......Page 143 Case Study #8......Page 144 SONAR: Keeping It Real and Replicating Results......Page 145 How Is SONAR Measured?......Page 146 The Three Os—Outputs, Outcomes, and Objectives......Page 147 9 Monetize the Traffic: A Blueprint to Building a Site That Leverages SONAR......Page 150 Dissecting the Ideal SONAR Website......Page 152 Lead Generation......Page 154 Sales and Cross-Selling......Page 161 Boosting Your E-Commerce Sales......Page 168 Bonding......Page 170 Search Engine Optimization (SEO)......Page 172 Branding......Page 177 Credibility......Page 180 More “Best of ” SONAR Websites.........Page 181 10 Dovetailing SONAR with Other High-Performing Internet Marketing Tactics......Page 190 Joint Ventures, Affiliate Marketing, and Ad Swaps......Page 191 Tip #2: Research Which Ad Is a Higher Performer......Page 195 Tip #3: Business Negotiations 101......Page 197 Tip #5: Real-Time Reporting......Page 198 Tip #6: Test Ad Networks......Page 199 Tip #8: Try to Get Goodwill Freebies for SEO......Page 200 Media Cheat Sheet: “Must Know” Questions and Answers......Page 201 Online Public Opinion Polls for Editorial and Lead-Generation Success......Page 202 Finding Customers in a Web 2.0 World......Page 203 11 How to Write Great, Free Content (That Gets Read and Passed Around!)......Page 210 Industry Viewpoints......Page 212 Jason Holland, Managing Editor, Agora, Inc., Early to Rise......Page 213 Christopher Ruddy, President and CEO, Newsmax Media, Inc.......Page 214 Sean Brodrick, Natural Resource Analyst, Uncommon Wisdom Daily, Weiss Research, Inc.......Page 215 Dr. Jonny Bowden, Publisher, In Step with Jonny: Straight Talk Nutrition for the 21st Century......Page 216 Bob Bly, Publisher, The Direct Response Letter, CTC Publishing......Page 217 12 Best SONAR Platforms and Measuring Success......Page 218 Gauging Your SONAR Results......Page 222 A Glossary: Key Terms to Know When Deploying SONAR or Any Online Marketing Strategy......Page 228 B......Page 229 C......Page 230 G......Page 231 L......Page 232 O......Page 233 S......Page 234 W......Page 235 C......Page 236 G......Page 237 M......Page 238 S......Page 239 W......Page 240 "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, visibility, 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! What makes the SONAR Content Distribution ModelTM different from other online marketing strategies? SONAR focuses on maximizing original, high-quality, and 'UVA' (useful, valuable and actionable) content then targets the dissemination of the content on the Web by audience (via manual research and selection) in relevant, synergistic locations. SONAR is successful because it leverages organic (free) online channels, it's comprehensive (using content marketing, social marketing, online PR, and more!) - and most importantly - it's timeless. In other words, when done correctlySONAR is not applicableto search engine updates, such as Farmer/Panda, and the most recent, Penguin -- all ofwhich ultimately go after spammy websites as well as irrelevant, low-quality content and links. With SONAR, content quality and relevance is key! 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 in forums and message boards...to achieve breakthrough results on even the smallest budget! You'll Learn How * 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' 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 Content rules! Online content syndication : what you need to know The power of search : understanding search engine optmization for more effective content-based marketing efforts What came first? : the guerilla or the web? What is content? Learning and leveraging the SONAR content distribution model SEO for SONAR : how to get found by search engines SONAR in action : results and analytics Monetize the traffic : blueprint to building a site that leverages SONAR Your online marketing mix : dovetailing SONAR with other high-performing internet marketing tactics How to write great, free content (that gets read and passed around!) The best SONAR platforms : my personal list.