Content Creation May be King, But Content Distribution Rules the Land

CONTENT MAY BE KING, BUT DISTRIBUTION RULES THE LANDBROUGHT TO YOU BY ADAM ROBINSON, DIRECTOR OF MARKETING

@Cerasis

http://cerasis.com/blog

AGENDA

@Cerasis


• CONTENT MARKETING: THE CERASIS APPROACH

• EMPOWERING YOUR CONTENT MARKETING STRATEGY

• USING OKTOPOST TO DRIVE LARGE SCALE DISTRIBUTION

• WHAT ARE THE RESULTS OF A SUCCESSFUL CONTENT MARKETING STRATEGY?

CONTENT MARKETING: THE CERASIS APPROACH

http://cerasis.com/blog | @Cerasis


http://twitter.com/cerasis


OBJECTIVES AND GOALSMarketing Objectives• Create a consistent marketing

program of brand awareness campaigns and multi-channel marketing platforms in order to gain leads and sales from a more sophisticated and larger shipper.

• Achieve market perception as a thought leader in the logistics industry through consistent content marketing.http://cerasis.com/blog | @

Cerasis




HUB AND SPOKE STRATEGY• As part of our strategic plan, the Cerasis website

and blog is the hub of the entire process. Every marketing element’s purpose is to (a) build brand awareness, (b) build community, and (c) drive traffic from those elements to the blog and website. This is important for several reasons:

• We are in total control of our website content, messaging, and engagement.

• Our blog and website is the best place for inbound lead generation.

• Blog content lasts longer than posts within the realm of social media and other traditional channels such as advertising in a magazine.

• A blog is the best place for sharing your story and showing expertise.





• Content Marketing & SEO • Awareness:

ISM Manufacturing Index Now in Sixth Consecutive Month of Growth

• Evaluation: Non Asset Based 3PL vs Asset Based 3PL: Advantages and Disadvantages

• Decision: 6 Benefits of a TMS for Better LTL Freight Management

• Fanatic: Plastiflex Group Increases Customer Service, Implementing Freight Logistics

CONTENT MARKETING FUNNEL


http://cerasis.com/2013/12/03/ism-manufacturing-index/




http://cerasis.com/2013/08/22/non-asset-based-3pl/




http://cerasis.com/2013/12/02/ltl-freight/

http://cerasis.com/2013/12/02/ltl-freight/

http://cerasis.com/2006/04/03/plastiflex-group/

http://cerasis.com/2006/04/03/plastiflex-group/




EMPOWERING YOUR CONTENT MARKETING STRATEGY

@Cerasis


TARGET AUDIENCE ESTABLISHMENT AND RESEARCH

• Primary, Secondary, Tertiary Audiences

• Broad Categories• Job Titles• Search Engine Key Phrases• Use this Info for:• Research• Identify other Sources of Content





CONTENT PLANNING• Categorize Target Audience By• Industry: Manufacturing,

Distribution, Supply Chain, Logistics, Transportation

• Job Function: C-suite, Managers, Employees

• Create Content to speak to categories

• Generating Content Ideas• Internal Interviews and Brainstorms• Use an RSS aggregator• Be active in Social and Notice Most

Shared





UNDERSTANDING DIGITAL ASSETS, SOCIAL MEDIA PLATFORMS, AND ONLINE COMMUNITIES ACTIVATION

• Digital Assets: Website, Company Blog, Landing Pages, Videos, Podcasts

• Social Media Platforms: LinkedIn (Company Page, Profile), Twitter, Facebook Page, Google+, Pinterest, YouTube, Instagram

• Online Communities: LinkedIn Groups, Google+ Communities, Quora, Reddit





HOW TO JOIN THE RIGHT COMMUNITIES

Key Word• Job Title• Search Key Phrase• Category By Industry• Where to search?





USING OKTOPOST TO DRIVE LARGE SCALE CONTENT DISTRIBUTION

@Cerasis


ADD YOUR SOCIAL NETWORKS

CREATE A CAMPAIGN

OKTOPOST FEATURES BEST PRACTICES• Select Social Network, Post

Appropriately• LinkedIn Groups Focus• Subject Line• Message Section• Thumbnail• Time and Dates• Relevance• Over posting





OTHER OKTOPOST FEATURES FOR INCREASED RESULTS

• Analytics• Message Performance• Group Performance• Top Posts

• Autoposter• Message Assets• Calendar• Social Inbox





WHAT ARE THE RESULTS OF A SUCCESSFUL CONTENT MARKETING STRATEGY?

@Cerasis


BACKGROUND OF CERASIS USE OF CONTENT MARKETING AND OKTOPOST

• Company started formal marketing for the first time in October 2012, it’s 16th year• Little brand awareness, not thought of as

a thought leader, but company still grew well by referral

• Oktopost Started in Spring 2013• First few months were open ended

questions to establish influence and trust• Content Marketing Started in May

2013• Links now included in distribution

strategy





OKTOPOST STATS

• 16,199 Posts to date distributed• 21,233 Clicks• Top Message & Post: 3PL vs 4PL: What

are these PLs, Anyway? Layers of Logistics Explained http://bit.ly/14AHLqz

• Top Group: The Logistics of Logistics; 343 Posts, 989 Clicks


http://bit.ly/14AHLqz

http://bit.ly/14AHLqz




CERASIS STATS (SEPT 12 TO OCT 13)• All Visits: 4,476 to 19,912 (344.86%

Increase)• Blog Visits: 0 to 13,840• Social Visits: 4 to 8,546 (214,550%

Increase)• Search Visits: 711 to 4,373 (515.05%

Increase)


Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-130

5000

10000

15000

20000

25000

44765564

47453957

5444 51916169

7475 79979831

11008

14935 14709

19912

4 36 26 35 38 38 5321416 1647

3238 3417

6030 6405

8586

0 0 0 4 37 65 6201700 2094

45035311

9118 9355

13840

711 830 808 678 969 926 1092 1264 1343.496 1604 1859 2399 27704373

Visits

All Visits Social Blog Search Engines




CERASIS STATS (SEPT 12 TO OCT 13)Engagement• LinkedIn Monthly Comments: 0 to

1,239 • Monthly Mentions/Retweets: 0 to 2,304• Total G+ +1s: 0 to 2,001


Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-130

500

1000

1500

2000

2500

0 16

284402 393 433

351466

739

1021 1085

1518 1519

2304

0 7137

518 532

869

420

804715

633480

822989

1239

0.00 0.00 4.00 5.00 5.00 17.00 57.00 77.00177.00

297.00

960.00

1455.00

1669.001822.00

2001.00

Visits

Total Twitter Interactions Likes/CommentsShares/+1s Total




CERASIS STATS (SEPT 12 TO OCT 13)• Total Leads: 109• Total Conversions: 20• Revenue: TBD


Jul-12 Aug-12 Oct-12 Dec-12 Jan-13 Mar-13 May-13 Jun-13 Aug-13 Oct-13 Nov-130

20

40

60

80

100

120

0 0 2 410 13 18

2734

41

5866

76

109

0 0 2 2 6 3 5 9 7 717

8 10

33

Leads

Leads Per Month Total Leads




THANK YOU!

@Cerasis
