Embed Size (px)
DESCRIPTION
2014 Content Marketing Seminar presentation created by Insivia and resented by CEO Andy Halko.
Citation preview
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 [email protected] 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
