EIA 2015 Content Marketing for Keeping and Growing Your Customers

Content Marketing
A Comprehensive Guide to Getting, Keeping, and Growing Your Customers
Created with love at

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

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.
• 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

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!!!!

The Golden Rule
In order to GET value
You must GIVE value!

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

EIA 2015 Content Marketing for Keeping and Growing Your Customers

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/


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.

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

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

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?

Syndicate and Amplify

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

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

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

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”

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.

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.

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.

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.

Social Media: Which Networks To Target
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.

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! 

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!  
 

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!
 

“Write for us” + Your Industry/Niche + Blog
“Guest Post” + Your Industry/Niche + Blog

Once You’ve Found A Few Sites
Be sure to include
your name and a link
to your site in your
author bio.

How To Determine If A Site Has Good Value
• Use sites like SEMRush & MajesticSEO to see if a blog has natural trafﬁc already.
 
 

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!  

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! 

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

Index of Sites/Tools Discussed
• 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.

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!  
 
 

-
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

EIA 2015 Content Marketing for Keeping and Growing Your Customers

EIA 2015 Content Marketing for Keeping and Growing Your Customers

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