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How to Create Content that is Engaging, Shareable and Delivers ROI

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Learn all the secrets regarding how to create shareable, engaging content, as well as some compelling stats from our report "The State of Digital Media 2018" and NetLine's 2018 "State of B2B Content Consumption & Demand Report."

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How to Create Content that is Engaging, Shareable and Delivers ROI

  1. 1. How to Create Content that is Engaging, Shareable and Delivers ROI
  2. 2. Natalie Stezovsky VP influenceandco.com Tweet: @nstezovsky Influence & Co. is a content marketing agency that specializes in creating engaging content that fuels companies’ content marketing efforts and positions their key employees as influencers in their industries. David Fortino SVP netline.com Tweet: @David__Fortino Who Are We? Netline Corporation Promotes Your Content with the #1 B2B Content Syndication Lead Generation Network.
  3. 3. Why We’re Here We’ll cover various points, including: Stats from The 2018 State of Digital Media How to create high-quality content How to pitch your content to online editors The importance of a syndication strategy Stats from the 2018 State of B2B Content Consumption and Demand Report for Marketers Measuring ROI
  4. 4. Stats from The 2018 State of Digital Media
  5. 5. Stats from The 2018 State of Digital Media The Goal: Shareable, Engaging Content Social shares Page views Time on site How publication editors measure success: 69% 93% 75%
  6. 6. How to create high-quality content
  7. 7. How to create high-quality content Have a documented content strategy •  Your audience persona •  Your marketing goals •  A content timeline •  A distribution strategy Make sure your documented strategy includes:
  8. 8. How to create high-quality content Establish what kinds of content you should be creating TOP OF FUNNEL: Awareness Purpose: to educate consumers and answer their questions MIDDLE OF FUNNEL: Consideration Purpose: Be more tactical, start showing solutions to problems BOTTOM OF FUNNEL: Decision Purpose: Be more promotional to show you are the best solution to their needs
  9. 9. How to create high-quality content Zero in on your audience Create audience personas Identify needs, questions, concerns Know their job titles and requirements Know what metrics their success is being measured by
  10. 10. Know what metrics their success is being measured by 1. Lead generation 2. Contact forms 3. Website visits 4. CTA clicks 5. Whitepaper downloads 6. SEO 7. Brand awareness 8. POV in the marketplace How to create high-quality content Zero-in on your audience
  11. 11. ED How to create high-quality content IDEA Communication I AAre your ideas innovative? Do they offer up something that hasn’t been discussed a million times before? Include data to back up your content, as it helps bolster your argument and shows you’re providing truthful, reliable information. Is your content educational by nature? Focus on offering knowledge to help your audience make informed decisions and come away enlightened. 1. Industry-Leading 2. Data-Driven 3. Educational 4. Amusing Your audience should enjoy what they’re reading and stay engaged. Walk the line between insightful and entertaining.
  12. 12. How to create high-quality content Find where your audience is engaged http://quiz.influenceandco.com/
  13. 13. How to pitch your content to online editors
  14. 14. How to pitch your content to online editors The 5 elements of an effective email 1. Descriptive subject line 2. Friendly, personable introduction 3. Article summary (showcase how your content is going to be valuable to their audience) 4. Original, non-promotional content 79 percent of editors say the biggest problem with guest content is that it’s too promotional - 2018 SODM Report 5. Respect the editor’s schedule and preferences 56 percent of editors said a full editorial calendar/ long editing queue is the biggest reason it takes time to publish guest content. - 2018 SODM Report
  15. 15. How to pitch your content to online editors The 5 elements of an effective email Hi Natalie,   I hope you’ve had a great start to your week! My name is Meagan Nolte, and I’m a publication strategist at Influence & Co. I have written an exclusive, non-promotional article for The Knowledge Bank.   In my article, I offer advice to thought leaders and marketers about how they can reach out to editors to get their content published online. I’ve included actionable tips about how to write the email so it's more appealing for a busy editor to read, and I’ve provided examples of both good and bad emails. I think this article would fit perfectly on your site. It helps further the conversation presented in another article published a few months ago and will help provide your readers with a more well- rounded knowledge of this topic. My article and headshot are attached for you to review. Feel free to make any editorial changes that you see fit, or let me know if there is anything else you need from me. I understand that you’re busy, so I'll touch base with you on Monday if I don’t hear back from you by then.   Looking forward to hearing from you! Exclusive Contributed Article Submission: Reaching Out to Editors
  16. 16. The importance of a syndication strategy
  17. 17. The importance of a syndication strategy Giving your content a voice: amplify •  8+ hours a day consuming content •  500% increase by 2020 •  40,000 Google searches/second •  456,000 tweets on Twitter/minute •  156 million emails/minute (The Content Code, Mark Schaefer); (Forbes, 2018)
  18. 18. Stats from 2018 State of B2B Content Consumption and Demand Report for Marketers
  19. 19. Stats from 2018 State of B2B Content Consumption and Demand Report for Marketers The importance of a targeting strategy 1. Content consumption activity by job level reported Individual Contributors as the most active professionals, generating nearly 30% of total consumption activity. 2. Mid-level professionals drove the majority of activity, including: Managers and Directors. 3. Senior-level leadership accounted for less than 15% of consumption volume, including: VP (6%), C-level (5%), and Senior Directors at (2%).
  20. 20. Stats from 2018 State of B2B Content Consumption and Demand Report for Marketers The importance of a targeting strategy 4. Those findings only compound themselves within larger organizations. The larger the organization, the less likely senior leadership will be proactively searching, engaging, and consuming long-form content. 5. C-level takes 21% longer than Managers to read content they’ve requested
  21. 21. Stats from 2018 State of B2B Content Consumption and Demand Report for Marketers The importance of a targeting strategy 6. VPs are taking less time to consume content they’ve requested compared to last year 7. Takeaway: target and humanize. Looking at TOFU preferences/interests and tailor content thematically. 1. Technophiles 2. Shoppers 3. Lifestyles & Hobbies/Business Professionals 4. Banking and Finance 5. News Junkies TOP 5 NETLINE ACTIVE AUDIENCE AFFINITY GROUPS via Google Analytics
  22. 22. Measuring ROI
  23. 23. Measuring ROI •  Building a B2B model from scratch •  Redeployed marketing team •  New SDR team •  Increased sales reps •  Content in paid search - social is effective but slow •  Syndication moves fast - qualified leads in just days •  3,500 leads/month, no pre- existing lead gen strategy in place for B2B. SQL conversion is 35% of pipeline within 4 - 5 months. •  Yielded 1,560% ROI in 5 months of content syndication on the NetLine network. Challenge Solution Results
  24. 24. Visit: http://bit.ly/2AR4LHU Report 2018 State of B2B Content Consumption and Demand Report for Marketers eBook 9 Experts on Rethinking Demand Generation Resources Netline Visit: http://bit.ly/CaptureWithContent
  25. 25. Visit: https://offers.influenceandco.com/netline-promo CONTENT STRATEGY CHECKLIST $500 OFF YOUR FIRST MONTH OF SERVICES IF YOU SIGN BEFORE NOVEMBER 23RD DISTRIBUTION WHITEPAPER 2018 STATE OF DIGITAL MEDIA WHITEPAPER Resources Influence & Co.
  26. 26. Questions?

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