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

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2014 Content Marketing Seminar presentation created by Insivia and resented by CEO Andy Halko.

2014 Content Marketing Seminar presentation created by Insivia and resented by CEO Andy Halko.

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  • 1. 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
  • 2. THINK SMART. ACT BOLD.
  • 3. REVENUE MAPPING
  • 4. 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
  • 5. GREAT     CONTENT   INBOUND   LINKS   SEARCH   RANK   SOCIAL   REACH   E-­‐MAIL   LISTS  
  • 6. WHEREGreat CONTENTHappens Valuable   Unique   Targeted  
  • 7. 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!
  • 8. TARGET, TARGET, TARGET. Create Specific Focuses!
  • 9. 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.
  • 10. PERSONAS ARE THE KEY TO VALUE!
  • 11. CONTENT FOR THE BUYING CYCLE
  • 12. 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  
  • 13. 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  
  • 14. 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  
  • 15. 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  
  • 16. THE JOURNEY Inbound Marketing Is A Long Term, Not Instant, Investment.
  • 17. GETTING THE BEST OUT OF YOUR CONTENT Suspects   ARTICLES  +  INFOGRAPHICS       Prospects   WHITEPAPERS  +  WEBINARS       Leads   CALCULATORS  +  CASE  STUDIES  
  • 18. 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
  • 19. 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.
  • 20. 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.
  • 21. CALCULATORS / TOOLS
  • 22. 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.
  • 23. TRY NEW THINGS
  • 24. DISTRUBUTION CHANNELS
  • 25. 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  
  • 26. PARTNERS AFFILAITES INDUSTRY LEADERS COMMUNITIES
  • 27. 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.  
  • 28. 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.  
  • 29. Outbrain Hootsuite SimpleReach ShareThis DISTRIBUTION TOOLS Zemanta TubeMogul OneLoad StumbleUpon
  • 30. REVENUE MAPPING
  • 31. 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