content marketing master class - san francisco: act 1

30 Demo Requests - 6% Conversion Rate

10 Demonstrations - $300 / Demo

1 Customer - $3,000 Cost Per Customer

50,000 Impressions1% CTR - (500 Visitors)

$6.00 CPC

75 Downloads - 30% Conversion Rate ($20 ea)

9 Demonstrations - $300 / Demo($166)

3 Customers - $500 Cost Per Customer

50,000 Impressions.5% CTR - (250 Visitors)

$6.00 CPC

One Year Later: !

Organic Traffic - 30%Engagement +150% Inbound Links: +40%

Social Sharing +100% Sales +185%

B2B Training Software Company !

8 Months Later - Customer Acquisition: !

1.2x the cost 1.5 x as long…. !

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……..wait for it

B2B Training Software Company !

8 Months Later - Customer Acquisition: !

Spent 2x as much Stayed 5X as long 2X more likely to share !

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Thought'Leadership' Storyteller'

Meet'Demand'

Create'Trust'

Nurture'Change'

“You;lity”'

Be'Found'

Generate'Awareness'

SEO'Inbound'Marke;ng'

Creates'Demand'Differen;ates'

Creates'Evangelists'

Changes'Beliefs'

Awareness'Builder'

Thought'Leadership' Storyteller'

Meet'Demand'

Create'Trust'

Nurture'Change'

“You;lity”'

Be'Found'

Generate'Awareness'

SEO'Inbound'Marke;ng'

Creates'Demand'Differen;ates'

Creates'Evangelists'

Changes'Beliefs'

Awareness'Builder'

Financial Services Strategy Firm !

The Plan • Website: Daily - 3 “How To” Articles • Blog: “The World’s Largest FAQ” Post • Social: Daily posts on FB, Twitter Etc.. • LinkedIn: Company Page, Blog Posts

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From Good to Better: !

• SEO Results: Top 10 across 20 keywords • Websites - 25% increase in traffic • Blog: 100% increase in traffic • Social: Thousands of likes, 5K followers

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Financial Services Strategy Firm !

The Plan • More traffic didn’t actually = better results • SEO results are great - but who cares? • Realized - Less content and more

“tentpole pieces” and re-use provided better quality traffic, helped sales more.

!

From Better to Great: !

• Research studies (6-8 weeks of production) • Aggregate client data (quarterly, yearly) • Industry/Influencer expertise

!

!

Thought'Leadership' Storyteller'

Meet'Demand'

Create'Trust'

Nurture'Change'

“You;lity”'

Be'Found'

Generate'Awareness'

SEO'Inbound'Marke;ng'

Creates'Demand'Differen;ates'

Creates'Evangelists'

Changes'Beliefs'

Awareness'Builder'

Thought'Leadership' Storyteller'

Meet'Demand'

Create'Trust'

Nurture'Change'

“You;lity”'

Be'Found'

Generate'Awareness'

SEO'Inbound'Marke;ng'

Creates'Demand'Differen;ates'

Creates'Evangelists'

Changes'Beliefs'

Awareness'Builder'

Financial Services Strategy Firm !

• Average Approx 100 Subscribers • Passionate Subscribers • Top 5 reason for renewal • 4 New engagements from new clients

!

!

• “You Are The Program” Conference • 150 Attendees (Limited) • Waiting list now • 25 new projects (hallway conversations)

!

!

Thought'Leadership' Storyteller'

Meet'Demand'

Create'Trust'

Nurture'Change'

“You;lity”'

Be'Found'

Generate'Awareness'

SEO'Inbound'Marke;ng'

Creates'Demand'Differen;ates'

Creates'Evangelists'

Changes'Beliefs'

Awareness'Builder'

DEVELOP TWO IDEAS !

A FIRST STEP - IMPROVEMENT TO AN EXISTING APPROACH !

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!

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AN IDEA FROM GOOD TO GREAT OUT OF THE BOX