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Turn 
Internal 
Know-­‐ 
How 
Into 
Marke2ng 
Gold 
Leverage 
internal 
resources 
in 
building 
your 
brand, 
drive 
traf...
Employees 
As 
Marketers 
• Today’s 
corporate 
byers 
turn 
to 
search 
engines 
and 
social 
networks 
for 
content 
fro...
Internal 
Talent 
Are 
The 
Tip 
Of 
Your 
Spear 
3 
• 60-­‐70% 
of 
the 
buying 
process 
is 
complete 
by 
the 
?me 
a 
...
4 
Internal 
talent 
could 
be 
your 
best 
marketers… 
if 
it 
wasn’t 
so 
hard 
to 
get 
them 
to 
create 
content… 
Goo...
Solu2on 
• Your 
internal 
talent 
are 
already 
using 
social 
networks 
to 
read, 
share 
and 
comment 
on 
content 
the...
How 
Content 
Crea2on 
Works 
with 
Meddle 
Clicking 
our 
browser 
plug-­‐in 
launches 
a 
pop-­‐up 
in 
the 
footer 
of ...
Each 
post 
is 
op2mized 
for 
each 
social 
network 
– 
with 
a 
link 
back 
to 
your 
site 
7
Commentary 
as 
Lead 
Genera2on 
8 
Which 
would 
you 
rather 
see 
as 
an 
outcome? 
A 
Tweet 
(rolls 
of 
the 
newsfeed ...
Auto-­‐Curate 
Internally 
Generated 
Content 
on 
Your 
Site. 
Great 
for 
SEO 
9 
E.g. 
Posts 
from 
all 
Employees 
E.g...
Lead 
Genera2on 
& 
Branding 
ROI 
Let’s 
consider 
the 
following 
scenario: 
• 100 
of 
your 
employees 
or 
members 
ge...
Benefits 
of 
Anybody 
who 
should 
be 
crea2ng 
content, 
can 
now 
do 
so 
easily. 
11 
• In 
a 
market 
where 
capitali...
How 
do 
you 
measure 
success? 
Specify 
your 
own 
metrics! 
12 
– Which 
employees, 
topics, 
or 
social 
networks 
gen...
What 
Makes 
Meddle 
Different? 
• Meddle 
is 
the 
only 
solu2on 
designed 
to 
enable 
non-­‐ 
marketers 
to 
create 
au...
For 
more 
informa2on 
or 
a 
demo, 
contact: 
Vidar 
Brekke, 
Co-­‐founder 
& 
CEO 
vidar@meddle.it 
P: 
646 
465 
2965 
...
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Employee-powered Content Marketing for Enterprises

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Published on

Content marketing is priority #1 for marketers, but it's hard to scale and remain authentic. Meddle solves this by turning Employees and Subject Matter Experts - who are not marketers - into publishers, and using their social networks for distribution and SEO.

It is no secret that employees are more credible and authentic than marketers - and can can vastly outperform traditional marketing efforts in both volume, reach, and effectiveness - as evidenced by research from IBM and Edelman's Trust barometer. However, getting these trusted individuals to create content is a challenge. They are not marketers or professional communicators - nor do they have the time or skills to take on a second job.

Key to Meddle is our curation engine which turns content employees already share to their social networks into curated, branded collections that showcase these employees' skills and insights. These collections help build your brand, SEO, and generate leads for your business.

Published in: Social Media, Technology, Business

Transcript of "Employee-powered Content Marketing for Enterprises"

  1. 1. Turn Internal Know-­‐ How Into Marke2ng Gold Leverage internal resources in building your brand, drive traffic, and generate leads.
  2. 2. Employees As Marketers • Today’s corporate byers turn to search engines and social networks for content from peers and subject ma<er experts to support their purchase decisions. • The best conver?ng content is not generated by the marke?ng department, but in the public exchange of exper?se that takes place between employees, customers and industry peers. 2
  3. 3. Internal Talent Are The Tip Of Your Spear 3 • 60-­‐70% of the buying process is complete by the ?me a prospect connects with a sales person (Source: Aberdeen group) • 65% of buyers choose to do business with the company that was first to add value to their buying process. (Source: Forrester Research)
  4. 4. 4 Internal talent could be your best marketers… if it wasn’t so hard to get them to create content… Google+ LinkedIn Content Calendar tubmlr Micro-­‐blogging Influencer targe2ng Facebook Social Graph Engagement Analy2cs Interest graph instagram pinterest • don’t have the ?me or incen?ve to take on a ‘second’ job • aren’t professional communicators, and “pro” tools aren’t prac?cal or effec?ve • Don’t know where to start
  5. 5. Solu2on • Your internal talent are already using social networks to read, share and comment on content they read • Meddle lets you channel this ac2vity into SEO and lead genera?on opportuni?es 5
  6. 6. How Content Crea2on Works with Meddle Clicking our browser plug-­‐in launches a pop-­‐up in the footer of the page. 6 This allows the user to select an excerpt from the page, annotate and publish their remarks to their social networks.
  7. 7. Each post is op2mized for each social network – with a link back to your site 7
  8. 8. Commentary as Lead Genera2on 8 Which would you rather see as an outcome? A Tweet (rolls of the newsfeed in seconds…drives traffic away from your brand) Meddle: Evergreen, branded and authen?c content that generates leads whether you’re a small business or a large enterprise A Meddle Page Joe Smith
  9. 9. Auto-­‐Curate Internally Generated Content on Your Site. Great for SEO 9 E.g. Posts from all Employees E.g. Posts from one employee
  10. 10. Lead Genera2on & Branding ROI Let’s consider the following scenario: • 100 of your employees or members generate a Meddle a day from content they’re reading • Each Meddle post gets 20 views • This will generate 2,000 new page views per day to your site • If you were to buy search adver?sing to generate this traffic, it would cost $4,400 daily – or $1.606 Million annually (based on $2.20 CPC**) **Using the average B2B CPC rates for Google AdWords as a proxy 10
  11. 11. Benefits of Anybody who should be crea2ng content, can now do so easily. 11 • In a market where capitalizing on current market news and insights with your own content is challenging, cura?ng content via Meddle is a near effortless way to support your real-­‐?me marke?ng objec?ves • Establishes your company as a place where industry experts & thought leaders come to work and serve customers • Drama?cally increases your exposure on search engines and social networks • Low cost of lead genera?on & customer acquisi?on • Be<er customer reten?on and up-­‐sell • Improved employee sa?sfac?on, talent reten?on, and acquisi?on
  12. 12. How do you measure success? Specify your own metrics! 12 – Which employees, topics, or social networks generate the most: • engagement, reach and amplifica?on? • search or social traffic to Meddle pages or branded proper?es? • leads or conversions? – Which employees/members are regarded as authori?es by their audience, on what topics? – Which business units are more ac?ve or effec?ve at content marke?ng? – Who engages with your employees? (interests, demographics, loca?ons, etc.) Are you resona?ng with your intended audience?
  13. 13. What Makes Meddle Different? • Meddle is the only solu2on designed to enable non-­‐ marketers to create authen2c content at scale • Meddle combines the credibility and reach of individual subject ma<er experts and the organiza?ons they are associated with. • By engaging employees, organiza?ons are able to: – Generate an unprecedented volume of valuable brand-­‐relevant, viral content. – Increase visibility on search engines (with high-­‐ volume, keyword-­‐ rich content) – Leverage employees’ social networks as distribu?on channels – Showcase a diversity of exper?se – Generate new leads 13
  14. 14. For more informa2on or a demo, contact: Vidar Brekke, Co-­‐founder & CEO vidar@meddle.it P: 646 465 2965 14 Address: Meddle 36 East Lincoln Ave. Atlan?c Highlands, NJ 07716
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