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Sustainable Content Marketing

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Sustainable Content Marketing

  1. 1. +
  2. 2. + ERIK NEWTON VP, MARKETING DEMAND GEN AT BRIGHTEDGE /in/ErikNewton 2
  3. 3. + SIGNS THAT YOU’RE BURNED OUT 1. Lack of resources: writers, editors, designers 2. The pressure of cadence and freshness 3. Keeping up “chasing” trends 4. Technology changes and impacts 5. Chasing the experts or getting them to write 6. Not sure what is working 3 “Am I just doing content for content’s sake?”
  4. 4. + STEVE KRULL CEO & CO-FOUNDER AT BFO @SteveKrull /in/SteveKrull 4
  5. 5. + NOW THAT WE’RE FRIENDS… …I’m going to make a few assumptions 1. You Have Content 2. You Need Fresh Content 3. You Want Traffic 4. You Want Leads 5. You Want Conversions 6. You Want Revenue 5
  6. 6. + NEXT WE NEED SOME STUFF... …You know, like Goals, Objectives & Strategy • Goals – What you want to accomplish • Objectives – How much you want to accomplish • Strategy – How we’re going to succeed Example • Goal: Weight Loss • Objective:Lose 15 LBS (In 3 months) • Strategies: Go the gym Consume fewer calories • Measure: Go to the gym 5 days a week Count 1900 calories per day 6
  7. 7. +
  8. 8. + 8
  9. 9. + UNLOCKING ENERGY FROM THE SUN 9 Harvest Existing Content Reuse Repurpose Recycle Sustainable Content Historical Content is Our Sun. Much like the sun we can harvest its energy for other uses. • The Harvest – Identify – Inventory • Something New – The three Rs • Practicing Sustainability – Feeding the Machine
  10. 10. + MATRIX FIRST – CALENDAR SECOND 10
  11. 11. + CASE STUDY SUN: INSURANCE 11 2014 Working with a client specializing in insurance we mined their site and archives for focused editorial content 2015 Through re-purposing of content (and maybe a little SEO) BFO drove an increase in organic search traffic of 380%
  12. 12. + HARNESSING THE POWER OF WIND 12 Support from the Wind can carry our Content far and wide. Think Social Media, Influencers and Sponsored Content as the Wind beneath our words* *Gratuitous “Wind Beneath My Wings” humor
  13. 13. + MORE THAN JUST HOT AIR 13 Amplified content is key to harnessing the Wind. Achieve Fusion by tying all posts to the Calendar and Matrix. • Social Media – Part of your plan – Tie Social actions to audience – Map posts to content • Influencer Campaigns – Match to Goals and Audience – Reach out, Reach In, Be Friendly • Sponsored Content – Audience Targeting Made Easy!
  14. 14. + 14
  15. 15. + THE COOL BREEZE OF INFLUENCE 15 • Easy to Identify – Press – Industry Analysts – Hi-Profile Execs • Harder to Identify – Consultants – Regulators – User Communities • Agencies Can Help! – Technology – Content Networks – Influencer Agencies Social Influence comes in many shapes and sizes. Your business and campaign dictate what you need. Influencers amplify messages and generate broader awareness.
  16. 16. + INFLUENCER EXAMPLES 16 Agencies provide outlets you can use to build targets and work your magic!
  17. 17. + SPONSORED CONTENT FOR THE WIN(D) You have got the Content, you’ve found the Influencers – Spend a couple of bucks to find some Prospects! • Sponsored Posts/Content generate more clicks • Audience targeting improves engagement • Content shows thought leadership Sponsored Updates drive 5x more social interaction - LinkedIn 16
  18. 18. + CASE STUDY WIND: B2B/RETAIL • Leveraging Social Media in addition to Sustainable Content, Arizona Tile traffic has grown steadily Year over Year. – 138% YoY increase in Social Referral traffic • 88% YTD 18
  19. 19. + 19
  20. 20. + WATER BRINGS IT ALL TOGETHER 20 I hate to do this, but I need to make one more assumption…cool? • Assumption – Sun & Wind are working together wonderfully! • Sun – Providing a constant source of energy • Wind – Amplifying our energy • Water – Converting the energy
  21. 21. + WATERFALLS & WORKFLOWS 21 Water is our workflow, turning good clean energy into the electricity that runs the business – Leads! • Remarketing – Catch loose opportunities and pull them back in – Target audiences & demographics very easily • Marketing Automation – The brains behind the operation – Capturing Contacts and nurture until they are MQLs
  22. 22. + YOUR ENERGY FUNNEL Water is our workflow, turning good clean content into the power that runs the business – Contacts and Leads
  23. 23. + CASE STUDY WATER: HVAC 23 The Need • Traffic • Leads The Plan • Content • Paid Media • Marketing Automation The Results • More than 60k Visits • 1,300+ Contacts • Increase Conversion Rate 800%
  24. 24. + WHERE WE STARTED: BURN OUT 1. Lack of resources 2. Pressure 3. Keeping up 4. Technology 5. Chasing 6. Not sure what is working 24 “Am I just doing content for content’s sake?”
  25. 25. + WHERE WE FINISHED: REFRESHED! 25 1. Resources – Needs Reduced 2. Pressure – Relieved 3. Keeping Up – A Plan 4. Technology – Tame the Beast 5. Chasing – Spend time Wisely 6. Not sure what is working “My Content is Working for Me!”
  26. 26. LET’S WRAP IT UP 26 SUN WIND WATER • Sun – Start small – Start smart – Just start • Wind – Align campaigns – Align messages – Be Intentional (but not annoying) • Water – Tune up Marketing Automation – Build appropriate workflows – Engage Sales to close loops
  27. 27. + 27 Click 2 Win! A GIFT FOR YOU (OF COURSE THERE’S A SMALL HOOK) http://info.befoundonline.com/SCM
  28. 28. + 3 Great Reasons to say hello to BFO at Share ’16! 1. We’ll all be in San Francisco! 2. We have a great beat & we’re easy to dance to 3. Since #2 is so killer, we’ll stop there! 28 Register OK, REALLY JUST ONE MORE THING!
  29. 29. + OK, NOW WE’RE DONE! 773.904.1342 Steve@BeFoundOnline.com @SteveKrull /in/SteveKrull 29 Want the deck? It’s HERE on SlideShare

Editor's Notes

  • The Cure for Burn Out
  • Not sure if The Hartford is picky about approving the usage of their name in our marketing materials
    Have to keep the actual scale / traffic #’s out because I know they would not be cool with that being included.
  • Guy Kawasaki, Gary Vaynerchuck
  • Taboola
    Nativo
    Outbrain
    TripleLift
  • A major HVAC Manufacturer increased their digital presence with an SEM focus, generating leads via landing pages and nurturing them with Marketing Automation to deliver sales-qualified, end-user leads directly to their dealers in various geographic locations.

    BFO generated ~68K in Paid Search traffic to the micro-site built on HubSpot and ~1400 leads. Of those, 22% were nurtured into SQLs and sent directly to the dealers.

    During the engagement period, BFO increased PPC impressions by 900% and conversions 830%.

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