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EIA 2015 Content Marketing for Keeping and Growing Your Customers

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P.J. Leimgruber – Co-founder, NeoReach, Silicon Valley

Published in: Technology

EIA 2015 Content Marketing for Keeping and Growing Your Customers

  1. 1. Content Marketing A Comprehensive Guide to Getting, Keeping, and Growing Your Customers Created with love at
  2. 2. European Innovation Academy | P.J. Leimgruber | @misterpeej Table of Contents 1. Content Marketing Overview 2. Specific Examples 3. Real Time Monitoring & Social Listening 4. Social Media Audience Development 5. Thought Leadership & Guest Blogging 6. Tactics, Tools, and Strategies
  3. 3. Content Marketing Defined • Content Marketing is attracting and retaining customers by consistently creating and curating relevant and valuable content. • Specifically it is with the intention of changing or enhancing consumer behavior. European Innovation Academy | P.J. Leimgruber | @misterpeej • It is an ongoing process that is best integrated into your overall marketing strategy. • It’s done best when you create and own the media
  4. 4. Remember • You are considered an expert in the field of which your company/startup is in. • So put that knowledge to good use - and help make the internet better by contributing to it. • Guess who searches for information related to your expert area of genius??? LET THIS BE YOUR ADVANTAGE!!!! European Innovation Academy | P.J. Leimgruber | @misterpeej
  5. 5. The Golden Rule In order to GET value You must GIVE value! European Innovation Academy | P.J. Leimgruber | @misterpeej
  6. 6. Examples of Content Marketing • Infographics • Blog Posts • Viral Memes • Slideshares • Whitepapers • How To Guides • Viral Videos • Giveaways • Webinars • Free Tools • Industry Reports • News/Press Releases European Innovation Academy | P.J. Leimgruber | @misterpeej
  7. 7. Some recommendations • Infographics: http://visual.ly/ • Viral Memes: https://imgflip.com/memegenerator • Slideshares: http://www.slideshare.net • Blogging Communities: https://myblogguest.com https://postjoint.com/ European Innovation Academy | P.J. Leimgruber | @misterpeej
  8. 8. Blogging The lifespan of content BEGINS when you hit PUBLISH A common misconception is that people think that the lifespan of a blog post ends when you hit the publish button. European Innovation Academy | P.J. Leimgruber | @misterpeej
  9. 9. Strategy In A Nutshell 
 Step 1: Write a blog post! 
 Step 2: Pay for syndication using Outbrain, Taboola, or Content.ad. (Outbrain is my favorite) 
 Step 3: Determine which article has the biggest viral potential (as in which article is getting the most shares)! Keep paying for syndication on that article! 
 Step 4: Once you've found the best article, reach out to thought leaders or influencers to share it as well! (More on this later) ***Refine and Repeat: Determine what type's of articles work the best, and write more of those!***
 
 
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  10. 10. Write Magnetic Headlines! • The Secret of [blank] • Little Known Ways to [blank] • Get Rid of [problem] Once and For All • What Everybody Ought to Know about [blank] • The Lazy [blank’s] Way to [blank] • 4 Ways to [Blank] That You Never Knew Existed European Innovation Academy | P.J. Leimgruber | @misterpeej
  11. 11. Write Magnetic Headlines! • Do you Recognize the [number] Early Warning Signs of [blank] • See How Easily You Can [Desirable Result] • You Don’t Have to Be [Something challenging] to get [Desired Result] • Do you Make These [your startup] mistakes? European Innovation Academy | P.J. Leimgruber | @misterpeej
  12. 12. Syndicate and Amplify European Innovation Academy | P.J. Leimgruber | @misterpeej
  13. 13. How This Works • Once you have completed a few interesting posts. You can pay for syndication using any of the sites mentioned. • Outbrain works perfectly for this, as you can amplify multiple pieces of content and split-test the results. This is done by PPC (pay per click) • Pick the top performing pieces of content, and apply a greater budget to syndication. • Use Google Analytics or any other conversion tracking software to verify if it is generating leads. • This entire strategy can be done for $100-$500 USD European Innovation Academy | P.J. Leimgruber | @misterpeej
  14. 14. Retarget Your Existing Traffic • Once you earned a few visitors to your site, it is important you KEEP them coming back. This process is called “retargeting” • Lets you pay-per-click to display your banner to existing visitors on sites all over the web. • Compatible with Facebook, Twitter, and millions of websites. • Cost - $100 USD/month or less European Innovation Academy | P.J. Leimgruber | @misterpeej
  15. 15. European Innovation Academy | P.J. Leimgruber | @misterpeej Moving On 1. Content Marketing Overview 2. Specific Examples 3. Real Time Monitoring & Social Listening 4. Social Media Audience Development 5. Thought Leadership & Guest Blogging 6. Tactics, Tools, and Strategies
  16. 16. Real Time Monitoring and Social Listening • The best way to connect with potential customers is by being helpful. • Your customers are online everyday asking questions YOU have the answer to! • The process of finding them and responding is called “monitoring” or “listening” European Innovation Academy | P.J. Leimgruber | @misterpeej
  17. 17. Here’s How Its Done! • Start by hanging out on the sites where your customers could be. • Search and see if anyone is asking questions that are of or related to your product/problem/service. • Answer the questions, or even ask new ones! Bring up topics of discussion. • Don’t try to make a sale, just be helpful. Let your by-line or account profile to the talking. European Innovation Academy | P.J. Leimgruber | @misterpeej
  18. 18. Good News! This can be automated Sign up for Google Alerts or Mention (my personal favorite) Mention allows you to monitor in real-time anything published on the web and social networks. You can react by getting an alert triggered by a keyword or key phrase you set up. Connect social accounts (Twitter, Facebook, Buffer) to your alerts as well. European Innovation Academy | P.J. Leimgruber | @misterpeej
  19. 19. European Innovation Academy | P.J. Leimgruber | @misterpeej Moving On 1. Content Marketing Overview 2. Specific Examples 3. Real Time Monitoring & Social Listening 4. Social Media Audience Development 5. Thought Leadership & Guest Blogging 6. Tactics, Tools, and Strategies
  20. 20. Social Media For Keeping & Growing Your Customers Great social media is an art form; and can substantially lift your brand and drive targeted customer interactions. Just some basics: • I highly recommend BUFFER. This app allows you to schedule your tweets and shares for the week ahead. It also is a great content discovery platform to keep seed relevant content to your audience. • The will help you develop a voice for your brand. It also gives the impression that your company is happy, active, and open for business. European Innovation Academy | P.J. Leimgruber | @misterpeej
  21. 21. Social Media: Which Networks To Target Facebook is by the far the best platform for promoting brand awareness, as nearly three quarters of Americans adults use the site. Facebook is a great platform for promoting virtually any brand, due to its very heterogeneous user base. Instagram is a great option for brands that rely heavily on images, such as clothing companies and retailers. It’s also particularly effective for reaching young adults. Google+ can be a great platform to reach men in the technology industry, as two-thirds of the network’s users are men, most of whom work in engineering or other technical professions. European Innovation Academy | P.J. Leimgruber | @misterpeej
  22. 22. Social Media: Which Networks To Target European Innovation Academy | P.J. Leimgruber | @misterpeej Pinterest is an excellent social network to reach women, especially for brands selling jewelry or clothing. For a business-to-business company, LinkedIn is a stronger choice for promoting business-related content and connecting with other corporate influencers. YouTube is a great means of providing that visual aide to take your product over the top. Googles new True-View is a great way to apply PPC dollars to getting targeted visits to your companies video. If you have some spare cash investing in a killer video is a great idea.
  23. 23. European Innovation Academy | P.J. Leimgruber | @misterpeej Moving On 1. Content Marketing Overview 2. Specific Examples 3. Real Time Monitoring & Social Listening 4. Social Media Audience Development 5. Thought Leadership & Guest Blogging 6. Tactics, Tools, and Strategies
  24. 24. Thought Leadership and Guest Blogging Most online news publications and blogs don't have an infinite supply of writers. They're not that profitable. They rely on experts to help offset the workload of writing articles. Getting a guest author role is very easy, if you have something valuable to offer!
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  25. 25. Strategy In A Nutshell Step 1: Identify 20 target publications that you want to be a guest author on! 
 Step 2: Put together a personal brand package. This is very simple, basically a list of content that you've written, bullets on why you are an expert, and what exclusive piece of content you have to offer.
 Step 3: Track down the E-mail addresses of the editor, or use their online form, Tweet at them or message them on LinkedIn. People who live behind a computer are not very hard to find! 
 Step 4: Wait for responses! 
 
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  26. 26. Pro Tip: Google It! A great place to land a guest post or guest blog is through sites that are looking for guest authorship! TO FIND THEM - JUST USE GOOGLE • Here’s how: Search “Write for us” + Your Industry/Niche + Blog or “Guest Post” + Your Industry/Niche + Blog! • Use “quotes” around a term, this tells Google to look exactly for this term, in this particular order. Parse your queries by adding a + • This will help Google better narrow down your search and return laser focused results! 
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  27. 27. “Write for us” + Your Industry/Niche + Blog “Guest Post” + Your Industry/Niche + Blog European Innovation Academy | P.J. Leimgruber | @misterpeej
  28. 28. Once You’ve Found A Few Sites Be sure to include your name and a link to your site in your author bio. European Innovation Academy | P.J. Leimgruber | @misterpeej
  29. 29. European Innovation Academy | P.J. Leimgruber | @misterpeej Moving On 1. Content Marketing Overview 2. Specific Examples 3. Real Time Monitoring & Social Listening 4. Social Media Audience Development 5. Thought Leadership & Guest Blogging 6. Tactics, Tools, and Strategies
  30. 30. How To Determine If A Site Has Good Value • Use sites like SEMRush & MajesticSEO to see if a blog has natural traffic already. 
 
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  31. 31. SEMRush & Majestic SEO SEMRUSH • What search terms a site is ranking for. • Avg monthly visits from the search engines. • Rate of change over time (see if a site is growing in popularity) • AdW http://www.billhartzer.com/ wp-content/uploads/2014/03/ majestic-seo-logo.png ords competition information. • Great for competitor research! 
 Majestic SEO • 0-100 normalized score for Trust/ Citation values. (strength of a site) • TONS of extended reporting like which sites are linking to you (or a competitor) • Great for making informed decisions about linked building or guest blogging. • Great for competitor research! 
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  32. 32. DIY PR: Just Apply The Same Tactics Many people blindly reach out to the press and get a terribly low response rate. The most valuable aspect to lean PR is reaching out to the RIGHT journalist and handing them a story on a silver platter. Journalists also LOVE exclusive coverage of something. If you have data, or a piece of content that you're willing to publish ONLY with them, they'll be chomping at the bit!
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  33. 33. DIY PR: Strategy In A Nutshell Step 1: Identify 20 journalists that talk about student founders, startups, etc! 
 Step2: Craft a compelling story. Maybe some data you collected, maybe the announcement of your funded company
 Step 3: Essentially write the story in bullet form for them. Let them turn into paragraphs. (It will come out exactly like you wrote it)! 
 Step 4: Sell Exclusivity! Tell the journalist you'll give them an exclusive, but in return, you want more control over the content and language.! 
 This can result in getting yourself or your company featured in a legit press outlet on the web European Innovation Academy | P.J. Leimgruber | @misterpeej
  34. 34. Index of Sites/Tools Discussed European Innovation Academy | P.J. Leimgruber | @misterpeej • Google - discover blogs and places to get your content published. • Buffer - Schedule Tweets in advance, and find relevant content to build a brand voice. • SEMRush - Check sites organic search results over time, great way to see if a site/blog has been infected with a Google penalty! Also good to spy on competitors. • Majestic SEO - Gives you normalized metics on sites trust/citation value. Tons of others tools/features like the ability check your backlinks to see who is linking to you. Paid subscription has goodies that are well worth the $50.00 price tag. • Mention.co - Great for social listening, alerts you when specific areas of interest are mentioned. Try it! • OutBrain - pay for content amplification per click. Gets your content featured in “around the web” section of popular highly trafficked websites. 
 
 

  35. 35. The Main Takeaways Focus on building a brand online. Use your knowledge to help the people of the internet, Your contributions will be rewarded! Thoughtful and insightful content gets shared because it drives real value. You can do it all yourself - you just have to be relentless. Lean is awesome! 
 
 
 European Innovation Academy | P.J. Leimgruber | @misterpeej
  36. 36. - www.neoreach.com | 407.923.1136 | 189 S. Orange Ave. Orlando, FL 32801 @misterpeej Follow me on Twitter and Instagram email me - pj@neoreach.com

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