Quality Over Quantity: Why Your Content Marketing Can't Suck

BE THERE OR BE SQUARE August 28th Website Conversion: Stop Turning Customers Away

September 30th Social Media Marketing: How to be Successful by Being Social

Full schedule at www.insivia.com/seminar

THINK SMART. ACT BOLD.

REVENUE MAPPING

CONTENT VALUABLE UNIQUE

RELEVANT

SEARCH INBOUND LINKS SOCIAL SHARES

PHRASE FOCUSED

SOCIAL POSTS

SHARES VIRAL

E-MAIL CONTENT SEGMENTS

AUTOMATION CONTENT SEGMENTS PROFILES

PPC LANDING

PAGES

SALES FOLLOW UPS

TRADITIONAL TRADE SHOW DIRECT MAIL WORKSHOPS

GREAT    CONTENT  

INBOUND  LINKS  

SEARCH  RANK  

SOCIAL  REACH  

E-­‐MAIL  LISTS  

WHERE Great CONTENT Happens

Valuable  

Unique  

Targeted  

VALUE IS KING Help me solve a problem!

!Teach me something new!

!Tell me a story !

!Show me something I’ve never seen before!

!Make me laugh, or cry, or cheer!

TARGET, TARGET, TARGET. Create Specific Focuses!

They are in the accounting industry.

Their position is Marketing Manager.

Their pain: CRM won’t integrate with the website.

They are only interested in M&A service.

CHOOSE ONE OR MORE

Their new family status is an empty nester.

PERSONAS ARE THE KEY TO VALUE!

CONTENT FOR THE BUYING CYCLE

SOCIAL    DISTRIBUTION  

SITE  +  LIST    DISTRIBUTION  

SEARCH  +    PAID  

LINKEDIN  6000  People  reach  with  10  employees  

LINKEDIN  TARGETED  ADS  1100  CFOs  in  Ohio  at  companies  5MM  +  

TWITTER  +  FACEBOOK  30,000  People  with  10  employees  

“See  how  Mid-­‐Market  CFOs  opOmize  Ohio    tax  withholdings  in  2014”  

BLOG  400  visitors  per    day  on  average  

EMAIL  LIST  3,800  Subscribers  to  Ohio  Mid-­‐Market  List  

PARTNER  LIST  600  Subscribers  in  vendor  list  

GOOGLE  Rank  #1  for  6    phrase  variaOons  

PPC  0.10  cents  a  click  for  $10  /  day  budegt  

How  Mid-­‐Market  CFOs  opOmize    Ohio  tax  withholdings  in  2014.    

TARGETED  VALUABLE  ARTICLE  

DOWNLOAD  2014  Mid-­‐Market  Tax  Guide  

REVELVENT  WHITEPAPER  DOWNLOAD  ENTER  YOUR  E-­‐MAIL  

Check  out  our  Case  Study  on  Mid  Market    MID-­‐MARKET  CFO  LIST    EMAIL  1  2  Days  later      EMAIL  2  10  Days  later      EMAIL  3  30  Days  later  

Join  our  Webinar  on  2014  Tax  Insights  

Schedule  A  Mid-­‐Market  Tax  Specialist  

John  Sampson  john@acompany.com   AUTOMATION    

SHOWS  WHAT    HAPPENED  BEFORE  A    SALES  CALL  

Visited  from  Google.com  

View  ArOcle:  How  Mid-­‐Market  CFOs  opOmize  Ohio  tax  withholdings  in  2014.        

View  Case  Study:  Mid  Market  Tax        

Jun  1  

Jun  11  

Jun  20  

THE JOURNEY

Inbound Marketing Is A Long Term, Not Instant, Investment.

GETTING THE BEST OUT OF YOUR CONTENT

Suspects  ARTICLES  +  INFOGRAPHICS  

Prospects  WHITEPAPERS  +  WEBINARS  

Leads  CALCULATORS  +  CASE  STUDIES  

WHAT WORKS Top Lists

Reviews

Op Ed

How-To

Timely / News Hacks

Including Video

Content that includes an image receives 94% more views than those

without.

ARTICLES

WHITEPAPERS Set up a

great intro. Don’t be afraid to get visual.

Don’t be shallow. Provide information

your prospect can use.

DON’T    SELL

PROVIDE  PROOF

Be targeted and relevant.

Be focused and valuable.

WEBINARS DOs DON’Ts

Be an information dump.

Be boring or a bad presenter.

Focus on features instead of value or usage.

Use any tool. Find the one

right for you.

Forget to promote it like all hell.

Ask for questions often.

Use the chat feature.

Provide follow up materials and actions.

Record the webinar.

Have a unique angle and

use it in your title.

CALCULATORS / TOOLS

CASE STUDIES DOs DON’Ts

Beat around the bush to hide identities.

Be unorganized or tell the

story haphazardly.

Be a hero too much.

Make it the wrong length for the wrong audience.

Forget to have a unique angle.

Include real numbers.

Make it really visual or use video.

Know what your audience

cares about.

Use quotes.

Be extremely targeted.

TRY NEW THINGS

DISTRUBUTION CHANNELS

Manual Distribution •  Your Website •  Your Blog(s) •  Social Media •  Email •  Threads & Forums •  Events (live/virtual) •  Document-Sharing •  Multi-media sites •  Mobile Applications

OWNED MEDIA

Present  the  right  informaOon    at  the  right  Ome.  

Integrate  sharing  tools.  

OpOmize  for  the  search  engines.  

OpOmize  for  mobile.  

Try  building  a  focused  microsite    for  lead  generaOon  

PARTNERS

AFFILAITES

INDUSTRY LEADERS

COMMUNITIES

GET SOCIAL

Build  your  reach  with  your  own    content,  curated  and  interacOon.  

Follow  and  engage  with  influencers.  

Ask  employees  to  parOcipate.  

Use  hashtags.  

Make  your  posts  enOcing  for  clicks,  shares  and  likes.  

44% of email recipients made at least one purchase

last year based on a promotional email.

USE LISTS

You  MUST  use  segmenOng  in    your  e-­‐mail  blasts.  

UOlize  markeOng  automaOon  and  ensure  focused.  

Follow  good  e-­‐mail  pracOces  with    subject  lines,  type  of  content  and    limited  acOons.  

Outbrain Hootsuite SimpleReach ShareThis

DISTRIBUTION TOOLS Zemanta TubeMogul OneLoad StumbleUpon

REVENUE MAPPING

Where can I go from here? •  Website Audit •  Strategic Consulting

GOT QUESTIONS?

Check out information on future seminars or access slides from past ones at insivia.com/seminar