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How to Use Content & Influence to Grow Your Business

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Presentation on how to co-create social content with brand and industry influencers by Lee Odden of TopRank Marketing.

Presentation on how to co-create social content with brand and industry influencers by Lee Odden of TopRank Marketing.

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  • Like the sentiment 'It's about being the best answer for your customers.' That pretty much sums up the goal of content marketing.
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  • quite good
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  • A quite interesting presentation that is full of ideas. I just have a remark regarding Slide 15. LinkedIn and SlideShare have each a high score on their effectiveness. Integrating them together is expected to have a leverage effect. So, in reality are should we talk about each channel separately, or the combined effects
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  • Lee Odden - @LeeOdden CEO TopRank Online Marketing http://www.toprankmarketing.comSocial Media Marketing World 2014How to Use Content & and Influencer Network to Grow Your BusinessCompanies are investing in content marketing and social media more than ever, yet in an age of information overload, standing out on the social web can require unreasonable budgets and resources. But what if you could hack your way to the spotlight by helping everybody win? Operating with minimal resources, a growing number of marketers are creating better quality content that gets shared more often, reaches more readers and grows their influencer network - all at the same time. In this presentation you will learn how to identify, romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand.
  • http://www.ibm.com/smarterplanet/us/en/business_analytics/article/it_business_intelligence.html
  • http://www.tumblr.com/abouthttp://en.wordpress.com/stats/http://www.umassd.edu/cmr/socialmediaresearch/2013fortune500/http://www.emarketer.com/Article/B2B-Marketers-Up-Spend-on-Content-Mobile-2014/1010541/2
  • http://www.shutterstock.com/pic.mhtml?id=108238136&src=id
  • Image source: http://www.shutterstock.com/pic.mhtml?id=90869015&src=id
  • http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/
  • http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/
  • http://www.shutterstock.com/pic.mhtml?id=141959713&src=id
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How to Use Content & Influence to Grow Your Business Presentation Transcript

  • 1. How to Use Content & an Influencer Network to Grow Your Business @LeeOdden TopRankMarketing.com
  • 2. @LeeOdden TopRankMarketing.com Minne-snowta Photo: Minneapolis St. Paul Star Tribune
  • 3. @LeeOdden TopRankMarketing.comPhoto: Lee Odden Ah, That’s More Like It!
  • 4. @LeeOdden TopRankMarketing.com TopRankMarketing.com MarketingBlog.com Integrated Marketing for B2B & B2C Brands @LeeOdden About Lee Odden & TopRank Marketing OptimizeBook.com
  • 5. @LeeOdden TopRankMarketing.com Information Overload 90% Every 2 YearsSource: IBM A Smarter Planet @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 6. @LeeOdden TopRankMarketing.com Competition is Increasing Brands Publishing 34% F500 Source: UMass Dartmouth Consumers Publishing 254 Million Blogs Source: Tumblr / WordPress Content Marketing Budgets Social Media Budgets 58% Source: CMI / MarketingProfs Source: Advertising Age 58% @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 7. @LeeOdden TopRankMarketing.com Content Shock! @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 8. @LeeOdden TopRankMarketing.com Social Media Shock! @LeeOdden TopRankMarketing.com
  • 9. @LeeOdden TopRankMarketing.com@LeeOdden Image: Shutterstock TopRankMarketing.com
  • 10. @LeeOdden TopRankMarketing.com Marketers: Do More With Less
  • 11. @LeeOdden TopRankMarketing.com Maybe It’s Time To Catch A New Wave @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 12. @LeeOdden TopRankMarketing.com Brands Need to Move From Mechanical to Meaningful From Spray & Pray to Building Relationships & Trust
  • 13. @LeeOdden TopRankMarketing.com Buyers Trust Experts Expert Over Branded Content • 88% Lift in Brand Familiarity • 50% Lift in Brand Affinity • 38% Lift in Purchase Intent 85% Consumers seek out trusted expert content when considering a purchase
  • 14. @LeeOdden TopRankMarketing.com Content Marketing Is Social #1 Content Marketing Tactic: Social Media
  • 15. @LeeOdden TopRankMarketing.com Social Amplifies Content Most Effective: LinkedIn 62% Twitter 50% YouTube 48% Slideshare 45% Vimeo 40% Facebook 30% Pinterest 26% Instagram 23% Most Popular: LinkedIn Twitter, Facebook
  • 16. @LeeOdden TopRankMarketing.com Content Marketing Maturity Stasis Focus: status quo Static Few resources Initial experiments Brand centric Production Focus: quantity Strategy Process Creation “More is Better” SEO centric Utility Focus: quality Functional, useful Customer focused Refined process Social centric Storytelling Focus: experience Seek to dominate USP Brand leadership Optimized buy cycle Integration Multi & Omni Channel Monetization Focus: ecosystem Marketing ROI Content Publishing ROI Syndication ROI Services ROI Scale SEO Focused Social Networks & Influencers
  • 17. @LeeOdden TopRankMarketing.comImage: Shutterstock
  • 18. @LeeOdden TopRankMarketing.com “Influence is the swaying of beliefs, behaviors or actions.” Sam Fiorella, Author of Influence Marketing “Influence is not racking up 50,000 Twitter friends.” Anonymous. OK, I admit it, it was me.
  • 19. @LeeOdden TopRankMarketing.com So, Where’s the Awesome Wave With Content, Social Media & Influence? @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 20. @LeeOdden TopRankMarketing.com Content & Influence INSPIRE ACTION Content = Influence = Content @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 21. @LeeOdden TopRankMarketing.com 4 Essential Content Types Evergreen Curated Repurposed Co-Created
  • 22. @LeeOdden TopRankMarketing.com Co-Created = Participation Marketing Community Customers Thought Leaders
  • 23. @LeeOdden TopRankMarketing.com Opportunity & Hypothesis: How to Solve Multiple Problems With Co-Created Influencer Content To Achieve High Impact Exposure, Grow Networks with Influencers And Earn Influence Ourselves?
  • 24. @LeeOdden TopRankMarketing.com 360 Degrees of Win – Conference eBook 69k Views on SS 6 Months 140 Embeds Objectives: Promote the Event Promote Speakers Create a Resource for all Marketers Asked 36 speakers for 1 tip as a preview to their presentation.
  • 25. @LeeOdden TopRankMarketing.com Influencer Content: Strategy & Tactics MarketingProfs B2B Event Audience: Midsize to large B2B Marketers Pain Point: Challenge of boring in B2B – to stand out Strategy: Align B2B event with “Innovation” Topic: B2B Marketing Innovation Tactics: Thought Leader eBook, interviews, blog posts, social shares, image shares, contest Featured on SlideShare 40,000 views before event 1,000+ social shares 100 embeds Generated demand: search, social Referred 100+ to event inquiry
  • 26. @LeeOdden TopRankMarketing.com Social Media Marketing World 2014 Objectives: Promote Conference Awareness, Signups, Highlight Speakers/Brands 46,000 Views on SS 1 Month 1,000’s of Shares
  • 27. @LeeOdden TopRankMarketing.com Brand Awareness & Affinity 153k Views Objective: Grow awareness & affinity for Dell Social Media Solutions Short interviews with 15 social media industry thought leaders
  • 28. @LeeOdden TopRankMarketing.com Hub and Spoke - Amplification
  • 29. @LeeOdden TopRankMarketing.com Influencer Networks @ Scale Brand Topic B Topic C Topic DTopic A Topic E
  • 30. @LeeOdden TopRankMarketing.com 8 Steps to Co-Created Social Content 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 31. @LeeOdden TopRankMarketing.com What’s Your Hypothesis? @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 32. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 33. @LeeOdden TopRankMarketing.com The Essential Goal for Social Content Isn’t About Fans, Friends & Followers… It’s About Being the Best Answer For Your Customers What Is Your Brand “The Best Answer” For?
  • 34. @LeeOdden TopRankMarketing.com Goals for Co-Created Influencer Content • Create affinity for your brand • Creates demand, inbound • Answers buyers’ questions • Asset to optimize, socialize, publicize • Creates influencer relationships • Connect with prospects • Grows social networks • Supports marketing strategy • Provides content to repurpose • Creates value all around @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 35. @LeeOdden TopRankMarketing.com LinkedIn Sophisticated Marketers Guide Objectives: Grow affinity for LinkedIn as a Marketing Solution, Lead Gen Interviews with 8 marketing industry and LinkedIn specific thought leaders, plus marketing best practices tips from LinkedIn marketing staff. Repurposed interviews & list of experts to blog post.
  • 36. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 37. @LeeOdden TopRankMarketing.com Pick Your Topics How do you want to be known, long term? What does your brand stand for? What do your customers care about? Sales cycle. What topics will pull your customers closer to your brand? @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 38. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 39. @LeeOdden TopRankMarketing.com Content Plan: Topics & Tactics Themed Content Plans call for “content creation, curation, repurposing and co-creation” throughout the year. Anchor Piece Q1, 2014 Blog Posts Thought Leadership Report News Anchor Piece Q2, 2014 Blog Posts Thought Leadership Infographic News Anchor Piece Q3, 2014 Blog Posts Thought Leadership Webinar News Anchor Piece Q4, 2014 Blog Posts Contributed Article Video News Social, SEO, CRO, Monitoring Topics & Theme Tracks Brand Narrative Utility Story Sales Cycle
  • 40. @LeeOdden TopRankMarketing.com Content Plan: Topics & Tactics Influencer participation can be blended into your content marketing mix. Anchor Piece Q1, 2014 Influencer Thought Leadership News Anchor Piece Q2, 2014 Blog Posts News Anchor Piece Q3, 2014 Blog Posts Thought Leadership News Anchor Piece Q4, 2014 Contributed Article News Social, SEO, CRO, Monitoring Topics & Theme Tracks Brand Narrative Utility Story Sales Cycle Influencer Influencer Influencer Influencer Influencer Influencer
  • 41. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 42. @LeeOdden TopRankMarketing.com Where Do Influencers Come In? Topical focus - People who are already authoritative, trusted and effective for that topic. Identify which of your content projects would be a good fit for co-creation with thought leaders. - Webinars, eBooks, Interviews, Lists, Reports, Contests, Media @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 43. @LeeOdden TopRankMarketing.com Where to Find Influencers? • Influencer discovery tools • Social Media listening tools • Your industry participation • Industry blogs, news, social • Talk to your sales, public relations & marketing staff Start long BEFORE you need them! @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 44. @LeeOdden TopRankMarketing.com Influencer Discovery Tools
  • 45. @LeeOdden TopRankMarketing.com Filter by content type and date range Buzzsumo.com – Social Shares & Influencers
  • 46. @LeeOdden TopRankMarketing.com Buzzsumo.com – Social Shares & Influencers
  • 47. @LeeOdden TopRankMarketing.com Keyhole.co – Event Influencers
  • 48. @LeeOdden TopRankMarketing.com Keyhole.co – Event Influencers
  • 49. @LeeOdden TopRankMarketing.com Mechanics of Co-Created Content Goals Type of content Influencers to target Qualify: Topics, engagement, scores List: Name, title, business, social nets Image: Shutterstock
  • 50. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 51. @LeeOdden TopRankMarketing.com Mechanics of Co-Created Content Organize content according to your target topic & influencers Design, organization = metaphor or “hook” Plan social amplification in advance Image: Shutterstock
  • 52. @LeeOdden TopRankMarketing.com Mechanics of Co-Created Content Create several pitch messages according to context: • Email – Direct • Network - Get introduced • LinkedIn – InMail • Twitter – DM • Facebook - Message Empathy: Focus on how this will help them get what they want Be credible, create credibility Be succinct Test & refine Be patient – they’re busy!
  • 53. @LeeOdden TopRankMarketing.com Co-Create Content With An Influencer, You Have a Friend for a Day Help Upcoming Talent Become Influential, You’ll Have a Friend for Life Don’t Just Borrow Influence – Give It! @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 54. @LeeOdden TopRankMarketing.com Mechanics of Co-Created Content Some of My Favorite Tools: LinkedIn GoogleDocs Evernote Most Important Tools: Empathy, Creativity, Enthusiasm, Genuine Interest
  • 55. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 56. @LeeOdden TopRankMarketing.com Inspire Participation & Promotion • Set expectations • Give examples: contributions & success • Communicate a timeline • Give advance preview • Pre-write social shares • Make it easy to share, embed, blog
  • 57. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 58. @LeeOdden TopRankMarketing.com Performance Monitoring, Optimization Track EVERYTHING  Research  Collection  Creation  Promotion  Outcomes • Social Monitoring • Web Analytics • Platform Analytics
  • 59. @LeeOdden TopRankMarketing.com 1. Define goals 2. Select topics 3. Identify type of content & mix 4. Find, qualify & recruit influencers 5. Plan & co-create content 6. Inspire participation & promotion 7. Performance measurement & ongoing optimization 8. Continue relationships
  • 60. @LeeOdden TopRankMarketing.com Maintain & Enhance Relationships Connect via social networks (Twitter, LinkedIn) Create Twitter lists, Google+ circles, Paper.li, List.ly for each influencer group Monitor and share their content, engage Shortlist them for other projects Ask for opinions, reviews, advice Offer opt-in opportunities Connect in person! @LeeOdden Image: Shutterstock TopRankMarketing.com
  • 61. @LeeOdden TopRankMarketing.com Takeaways 1 2 3 Grow your influencer network BEFORE you need them Use content to create value for influencers to gain influence for yourself Content is the short term gain, but the relationships are where the gold is
  • 62. @LeeOdden TopRankMarketing.com Thank You! @LeeOdden lee@toprankmarketing.com TopRankBlog.com OptimizeBook.com Need Help Developing a Content Marketing Program? Contact Us: 1-877-872-6628 - @TopRank