TURNING STORIES INTO DOLLARS: HOW TO CREATE A CONTENT MARKETING MACHINE THAT WORKS
Director of Content & Social Media
Influence & Co.
Tweet: @MayaSLuke
#ContentMachine
Field Marketing Specialist
Taboola
Tweet: @LSacco519
Josh Johnson is the vice president of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts.
Ran Gishri is the vice president of audience development at Taboola, the largest discovery platform, serving 600B content recommendations to 550M uniques every month.
An Ever-Changing Industry
Why Content?Buyers want to feel connected to a brand before and beyond purchase.
CHALLENGE FOR MARKETERS#1
“CREATING ENGAGING CONTENT”
KEY COMPONENTS OF A SALE
HELP
TRUST AND RESPECT
STAYING TOP-OF-MIND
INTERNAL TIMING &
RESOURCES
HOW CAN YOUR EXPERT CONTENT HELP ACCOMPLISH ALL OF THIS AND MORE?
KEY COMPONENTS OF A SALE
HELP
DEMONSTRATE EXPERTISE AND
LEADERSHIP
CREATE CONSISTENT
POSITIVE TOUCHPOINTS
EDUCATE ON IMPORTANCE
IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE
Steps for Creating an ROI Driven Content Strategy
WHAT YOUR CONTENT STRATEGY NEEDS
ESTABLISHED GOALS
A TARGET AUDIENCE
KEY METRICS TO MEASURE
Top of the FunnelAwareness
Content Marketing Funnel
Content here should largely be educational and help the individuals connect the dots
from the problem to how they may be able to solve it.
Example: An educational e-book explaining more about your industry.
Middle of the FunnelConsideration
Our goal is to present them with the solution and show them the
complexities and expertise involved in doing it well, which will overwhelm
them and convince them that they want help implementing the solution.
Example: Guides, and best practices
Content focused on truly identifying your company as the
best solution is ideal here.
Example: Case studies, comparison documents, and trial
offers focused on why your company is an ideal solution to
the problem
Bottom of the FunnelDecision
Track key metrics• Site visits
• Page views
• Reading time
• Leads
• Sales
How to Create Amazing Content
Create mini campaigns
The Big Picture
One of the most attractive things about content is it’s opportunity to drive qualified leads through a funnel.
CONTENT FUNNEL
Harness your company’s expertise
A WELL-ROUNDED CONTENT TEAM
CONTENT STRATEGIST
SUBJECT MATTER EXPERTS
CONSUMABLE EDITOR
DISTRIBUTION SPECIALIST
What editors of the top publications had to say
Quote from Our Editor Survey
“It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.”
— Editor surveyed in the State of Contributed Content Report
Our Q1 NumbersQ4 2014
Q1 2015
The practice of sharing opinions, perspectives, and experiences around a specific expertise with the goal of educating, inspiring, and driving innovation within one’s industry.
thought lead er ship• •nounCASE STUDY
Yuriy BokivCEO
Gravity Media
Luba TolkachyovCo-Founder, New Media Development
Gravity Media
Goals
• Position Gravity as a leader in multicultural marketing.
• Publish consistent content to individually position Yuriy and Luba as thought leaders
• Drive additional exposure to Gravity
• Create sales opportunities.
Key ROI Points• Early invite-only contributors to LinkedIn
• Inc. weekly columnist
• Numerous Agency Awards (Ad Age, Agency 100)
• Speaking opportunities and further press coverage
• Credited content as key sources to 2 major accounts in 201
I’M HERE TO HELPTo download the resources I mentioned, visit www.influenceandco.com/resource-library.
Tweet your questions to me: @JoshuaJohnsonT.
Connect with me on LinkedIn.
Email me at [email protected].
#LikeableICO @tweetJohnHall @DaveKerpen
Is content still king if nobody sees it?
CONTENTDISTRIBUTION
DETERMINE YOUR DISTRIBUTION MIX
Free Paid
Scale & Predictability
Your websiteEmail to house listSocial networks
Content websitesTraditional mediaGuest blog post
Email to 3rd-party listsSponsored social updates
Social media adsPaid search Display ads
Content Recommendations
Typically Low Typically High
#LikeableICO @tweetJohnHall @DaveKerpen
CONTENT RECOMMENDATIONS
Example: generate X new qualified leads through ebook downloads – keep CPL below $Y
DEFINE YOUR GOALS AND KPI’S
DEFINE YOUR GOALS AND KPI’S
Example: drive X new visitors that will visit more than Y pages per session
MAKE SURE YOU CAN TRACK PERFORMANCE
UNDERSTAND READER STATE OF MIND
“I want to engage with my social
network”
“I want to explore – read content”
“I want to find information about a
specific topic”
Search Discovery Social
CHOOSE CONTENT ITEMS
Videos Pictures/ Slideshows
Articles/Blogs
How-to…
Behind-the-scenes
Exclusive
interviews
Authentic, funny
Tips & tricks
Ordered lists
Industry secrets
Earned media
Positive reviews
Before & after
Celebrity
Food recipes
Fashion & style ideas
Funny/unbelievable
o Creative Elementso Geographic Locationo Demographics – B2C/B2Bo Platform – Desktop/Tablet/Phoneo 1st and 3rd Party Datao Retargeting
TARGET RELEVANT AUDIENCES
TEST EVERYTHING!
TEST EVERYTHING!
75% Reduction in CPA
TEST EVERYTHING!
57% Increase in Conversion
MEASURE OPTIMIZE REPEAT
Approach Content Marketing as a journey rather than a one-off campaign
#LikeableICO @tweetJohnHall @DaveKerpen
THANK YOU!
@rgishri