Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content Optimized For Search, Share and Sales
 

Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content Optimized For Search, Share and Sales

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Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content Optimized For Search, Share and Sales Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content Optimized For Search, Share and Sales Presentation Transcript

  • #C2C14! @leeodden! @LeeOdden  –  Consultant,  Author,  Traveler   Content   Social   Influencers   Search   Online  Ads   Online  PR   TopRankMarke;ng.com  
  • #C2C14! @leeodden! Top  Challenges  for  B2B  Content  Marketers     Produce  Enough   Content   Produce  Content   That  Engages   Produce  A  Variety   Of  Content  
  • #C2C14! @leeodden!
  • #C2C14! @leeodden! Rush  to  Content  &  Social   Brands  Publishing   34% F500 Source:  UMass  Dartmouth   Consumers  Publishing   254 Million Blogs Source:  Tumblr  /  WordPress   Content Marketing Budgets Social Media Budgets 58% Source:  CMI  /  Marke;ngProfs   Source:  Adver;sing  Age   58% @LeeOdden Image:  ShuHerstock   #C2C14
  • #C2C14! @leeodden! Content  Shock!   @LeeOdden Image:  ShuHerstock   #C2C14
  • #C2C14! @leeodden! InformaIon  Overload   Source:  Qmee,  myclever  agency   Social  Media  Shock!  
  • #C2C14! @leeodden! Image:  ShuHerstock  
  • #C2C14! @leeodden! B2B  Marketers,  Do  More.  With  Less!   Demand  Gen,   MarkeIng   AutomaIon,     Lead  Nurturing   Content,  SEO,   Social  Media,     Ads,  AnalyIcs  
  • #C2C14! @leeodden! What  if…     We  could  find  a  way  to  create  more,   quality  and  varied  content  without  hiring   more  writers?     How?   Co-­‐create  content  with  industry   influencers  that  creates  value  for  all.   Image:  ShuHerstock  
  • #C2C14! @leeodden! Conference  eBook  -­‐  #CMWorld   74k  Views  on  SS   8  months   1000’s  Shares   140  Embeds   100’s  Referrals   to  Landing  Pages     ObjecIves:   •  Promote  the  Event   •  Promote  Speakers   •  Create  a  Resource  for   all  Marketers   •  Create  Rela;onships  
  • #C2C14! @leeodden! Where  Does  This  Fit  For  SEO?   Content  Marke;ng  Rocks   Content  Marke;ng  eBook   Content  Marke;ng  Tips   Content  Marke;ng  World   Content  Marke;ng  Experts   Content  Marke;ng  Influencers   Content  Marke;ng  Conference   Content  Marketers   Content  Marke;ng  Influencers   “Content     MarkeIng”  
  • #C2C14! @leeodden! Where  Does  This  Fit  For  Social?   Content  Marke;ng     Rocks   Content  Marke;ng     eBook   Content  Marke;ng     Tips   Content  Marke;ng     World   Content  Marke;ng    Experts   Content  Marke;ng     Influencers   Content  Marke;ng     Conference   Content  Marketers   Content  Marke;ng  Influencers   “Content  MarkeIng”  
  • #C2C14! @leeodden! Conference  eBook  -­‐  #SMMW14   ObjecIves:       •  Create  event  awareness   •  Add  value  for  speakers   •  AHract  registra;ons   •  Highlight  brands   •  Create  rela;onships   59,000  Views  on  SS   2  Months   1,000’s  of  Shares   100+  Embeds   100’s  Referrals  to   Landing  Pages  
  • #C2C14! @leeodden! 5  Steps  to  B2B  Influencer  Content     AWESOME  
  • #C2C14! @leeodden! Step  1.  Goals  for  Influencer  Content     •  Change  brand  percep;on   •  Connect  with  new  buyers   •  Support  thought  leadership   •  Fuel  social  media  &  search  marke;ng     •  Create  rela;onships  with  experts   •  Increase  the  quality  of  leads   •  Shorten  sales  cycle   •  Increase  the  number  of  referred  leads   •  Increase  organic  media  men;ons   Photo:  ShuHerstock  
  • #C2C14! @leeodden! Brand  eBook  –  Dell     ObjecIve:  Grow  awareness  &   affinity  for  Dell  Social  Media   SoluIons     Short  interviews  with  15  social   media  industry  thought  leaders   Influencers  Cross  Posted   153k  Views  
  • #C2C14! @leeodden! Step  2.  Topic  &  Content  Types   Answer:  How  do  you  want  your  company,  products  &   services  to  be  known?   Focus:  Audience  segments,  buying  cycle,  ques;ons,  SEO   keywords,  social  topics   Content:  Evergreen,  Curated,  Co-­‐Created,  Repurposed   Brand   Buyer   Sweet     Spot!  
  • #C2C14! @leeodden! Content  Plan:  Topics  &  TacIcs   Influencer  par;cipa;on  can  be  blended  into  your  content   marke;ng  mix.     Anchor   eBook   Q1,  2014   Influencer   Thought   Leadership   News   Anchor   Report   Q2,  2014   Blog  Posts   News   Anchor   Whitepaper   Q3,  2014   Blog  Posts   Thought   Leadership   News   Anchor   Webinar   Q4,  2014   Contributed   Ar;cle   News   Social,  SEO,  CRO,  Monitoring   Topics  &     Theme  Tracks     Brand     Narra;ve     U;lity     Story     Sales  Cycle   Influencer   Influencer   Influencer   Influencer   Influencer   Influencer  
  • #C2C14! @leeodden! Guide  -­‐  LinkedIn   ObjecIves:  Grow  affinity  for  LinkedIn  as   a  MarkeIng  SoluIon,  Lead  Gen     Interviews  with  8  marke;ng  industry  and   LinkedIn  specific  thought  leaders,  plus   marke;ng  best  prac;ces  ;ps  from   LinkedIn  marke;ng  staff.    
  • #C2C14! @leeodden! Repurposed  Influencer  Content   eBook   Webinar   Blog  Posts   Print  Book   Infographic  
  • #C2C14! @leeodden! Step  3.  IdenIfy,  Qualify  &  Recruit   Develop  influencer  networks  for  your  USPs   Brand   Topic  B   Topic  C   Topic  D  Topic  A   Topic  E  
  • #C2C14! @leeodden! Influencer  Tools:  Traackr  
  • #C2C14! @leeodden! Influencer  Tools:  FollowerWonk  
  • #C2C14! @leeodden! Influencer  Tools:  BuzzSumo  
  • #C2C14! @leeodden! Influencer  Tools:  Keyhole  
  • #C2C14! @leeodden! Recruit  for  ParIcipaIon:  The  1st  Pitch   Interes;ng  Subject   Why   Example   The  Ask   How  it  Works   The  Close   Visual  
  • #C2C14! @leeodden! Step  4.  Create  &  Promote   q Collect  info  from  influencers   q Think  about  promo;ons  when  content  is  created   q Make  it  easy!  To  give  &  share   q Set  expecta;ons  –  explain,  ;meline   q Provide  share  sugges;ons  –  pre-­‐write  tweets   q Be  confident,  succinct  and  posi;ve.  Show   progress.  Everybody  likes  a  winner!  
  • #C2C14! @leeodden! Get  CreaIve,  Use  Humor  
  • #C2C14! @leeodden! Get  CreaIve,  Use  Humor  
  • #C2C14! @leeodden! Get  CreaIve,  Use  Humor  
  • #C2C14! @leeodden! Follow  Up  CollecIon  Pitch   Sense  of  Urgency   Complement   Situa;on   Commitment   Drop  Names   The  Ask   How  it  works  
  • #C2C14! @leeodden! The  Result?  99%  ParIcipaIon   3,000+  shares     10,000+  visits   First  4  days  
  • #C2C14! @leeodden! Hub  and  Spoke  -­‐  AmplificaIon  
  • #C2C14! @leeodden! 5.  OpImize  Influencer  Content  Results   •  Goals  Map  to  Metrics  (short  &  long  term)   •  Influencer  Metrics   •  Overall  Program  Metrics   •  Establish  benchmarks   •  Keep  the  rela;onship  alive  
  • #C2C14! @leeodden! Performance  Monitoring   Overall:   Inbound  Traffic   Shares  &  Interac;ons   Inbound  Links,  Cita;ons   Media,  Press,  Blogs   Traffic  Sent   Ad  Equivalents   Micro-­‐conversions   Inquiries   Influencers:   Shares  (links)   Engagement  on  Shares   Brand  sen;ment   Blog  posts   Performance  of  content  
  • #C2C14! @leeodden! Takeaways   Iden;fy  content  goals  &  topics,  then  find  a   tool  to  research  influencers.   1   2   3   What  prospect  ques;ons  can  influencers   answer  for  you?  Map  to  content  plan.   Start  by  asking  easy,  simple  ques;ons.  Build  a   rela;onship  –  it  will  pay  dividends  again  and   again.  
  • #C2C14! @leeodden! Thank  You!     @LeeOdden     lee@toprankmarke;ng.com   1-­‐877-­‐872-­‐6628   TopRankMarke;ng.com   Marke;ngBlog.com   Op;mizeBook.com