BE THERE OR BE SQUARE
August 28th
Website Conversion:
Stop Turning Customers Away
September 30th
Social Media Marketing: 
...
THINK SMART.
ACT BOLD.
REVENUE MAPPING
CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTEN...
GREAT	
  	
  
CONTENT	
  
INBOUND	
  
LINKS	
  
SEARCH	
  
RANK	
  
SOCIAL	
  
REACH	
  
E-­‐MAIL	
  
LISTS	
  
WHEREGreat CONTENTHappens
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 be...
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...
PERSONAS
ARE THE KEY TO VALUE!
CONTENT FOR 
THE BUYING CYCLE
SOCIAL	
  	
  
DISTRIBUTION	
  
SITE	
  +	
  LIST	
  	
  
DISTRIBUTION	
  
SEARCH	
  +	
  	
  
PAID	
  
LINKEDIN	
  
6000	...
How	
  Mid-­‐Market	
  CFOs	
  opOmize	
  	
  
Ohio	
  tax	
  withholdings	
  in	
  2014.	
  	
  
TARGETED	
  
VALUABLE	
 ...
Check	
  out	
  our	
  Case	
  Study	
  on	
  Mid	
  Market	
  	
  
MID-­‐MARKET	
  
CFO	
  LIST	
  
	
  
EMAIL	
  1	
  
2...
John	
  Sampson	
  
john@acompany.com	
  
AUTOMATION	
  	
  
SHOWS	
  
WHAT	
  	
  
HAPPENED	
  
BEFORE	
  A	
  	
  
SALES...
THE JOURNEY
Inbound Marketing Is A 
Long Term, Not Instant, Investment.
GETTING THE BEST
OUT OF YOUR CONTENT
Suspects	
  
ARTICLES	
  +	
  INFOGRAPHICS	
  
	
  
	
  
Prospects	
  
WHITEPAPERS	
 ...
WHAT WORKS
Top Lists
Reviews
Op Ed
How-To
Timely / News Hacks
Including Video
Content that
includes an image
receives 94% ...
WHITEPAPERS
Set up a
great intro.
Don’t be afraid
to get visual.
Don’t be shallow.
Provide information
your prospect can u...
WEBINARS
DOs
 DON’Ts
Be an information dump.
Be boring or a bad presenter.
Focus on features instead of
value or usage.
Us...
CALCULATORS / TOOLS
CASE STUDIES
DOs
 DON’Ts
Beat around the bush to
hide identities.
Be unorganized or tell the
story haphazardly.
Be a hero ...
TRY NEW THINGS
DISTRUBUTION CHANNELS
OWNED 
MEDIA
Present	
  the	
  right	
  informaOon	
  	
  
at	
  the	
  right	
  Ome.	
  
Integrate	
  sharing	
  tools.	
...
PARTNERS
AFFILAITES
INDUSTRY
LEADERS
COMMUNITIES
GET 
SOCIAL
Build	
  your	
  reach	
  with	
  your	
  own	
  	
  
content,	
  curated	
  and	
  interacOon.	
  
Follow	
  ...
44% of email
recipients made at
least one purchase
last year based on a
promotional email.
USE 
LISTS
You	
  MUST	
  use	
...
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
seminar...
Quality Over Quantity: Why Your Content Marketing Can't Suck
Quality Over Quantity: Why Your Content Marketing Can't Suck
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.

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

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