Step 1Sample sales funnel from a contentperspective 1. General/adjacent topics 2. Solution-based content 3. Case Studies 4. Customer stories/testimonials 5. Product information
Step 1Sample sales funnel and the “3B’s” Borrowed 1. General/adjacent topics Bought 2. Solution-based content Built 3. Case Studies +UGC: enabled and harvested – at scale 4. Customer stories/testimonials 5. Product information
Step 3:Be the right thing,in the right place,at the right time.
Step 3Distribution: Digg.comYour paid placement appears as astory item within the organic riverof Digg news, with a small“sponsored by” link.
Step 3Distribution:Outbrain.com “Outloud”It’s a syndicated contentrecommendation engine that reaches300 million people a month.
Step 3Case Study: Financial ServicesResults:1. 1,293,347 clicks from 445,250,000 impressions (CTR of 0.290%)2. Average cost per click (CPC) $0.13, and CPM of $0.363. 950 business leads generated (0.07% conversion rate)4. 6,383 pieces of branded content downloaded (0.5% conversion rate)5. 400% increase in conversions within 3 months6. Cost per sale well below CPS from search or PPC
Step 3Case Study: SAP Business OneGoal: traffic/awareness1. 0.3% CTR2. Total impressions: 8.6mm3. CPC of $.14/CPM of $.424. 400% increase in channel subscribers
Step 4 What is your data telling you? 1. High Quality Content • Optimized for digital • Entertainment quality or highly targeted (Earned Media or Owned Media) 2. Platforms Paid Placement, delivered to audiences actively3. Engagement METRICS consuming relevant editorial content “Converse or Convert” Traffic
Start at the start: listen to youraudienceDevelop your frameworkUnderstand your “3B’s”Listen to your data: test/iterate/refine
Thanks.HOW CONTENT MARKETINGis changing everything @maggiefox Founder & CEO, Social Media Group firstname.lastname@example.org