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Turning Stories Into Dollars: How to Create a Content Marketing Machine that Works

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On August 26, 2015, Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) led a webinar discussion on the strategies for creating and distributing content that will drive sales and increase conversions for your business.

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Turning Stories Into Dollars: How to Create a Content Marketing Machine that Works

  1. 1. TURNING STORIES INTO DOLLARS: HOW TO CREATE A CONTENT MARKETING MACHINE THAT WORKS
  2. 2. Director of Content & Social Media Influence & Co. Tweet: @MayaSLuke #ContentMachine Field Marketing Specialist Taboola Tweet: @LSacco519
  3. 3. Josh Johnson is the vice president of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts. Ran Gishri is the vice president of audience development at Taboola, the largest discovery platform, serving 600B content recommendations to 550M uniques every month.
  4. 4. An Ever-Changing Industry
  5. 5. Why Content? Buyers want to feel connected to a brand before and beyond purchase.
  6. 6. CHALLENGE FOR MARKETERS#1“CREATING ENGAGING CONTENT”
  7. 7. KEY COMPONENTS OF A SALE HELP TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCE S
  8. 8. HOW CAN YOUR EXPERT CONTENT HELP ACCOMPLISH ALL OF THIS AND MORE?
  9. 9. KEY COMPONENTS OF A SALE HELP DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE
  10. 10. IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE
  11. 11. Steps for Creating an ROI Driven Content Strategy
  12. 12. ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE
  13. 13. Top of the Funnel Awareness Content Marketing Funnel Content here should largely be educational and help the individuals connect the dots from the problem to how they may be able to solve it. Example: An educational e-book explaining more about your industry. Middle of the Funnel Consideration Our goal is to present them with the solution and show them the complexities and expertise involved in doing it well, which will overwhelm them and convince them that they want help implementing the solution. Example: Guides, and best practices Content focused on truly identifying your company as the best solution is ideal here. Example: Case studies, comparison documents, and trial offers focused on why your company is an ideal solution to the problem Bottom of the Funnel Decision
  14. 14. Track key metrics • Site visits • Page views • Reading time • Leads • Sales
  15. 15. How to Create Amazing Content
  16. 16. Create mini campaigns
  17. 17. The Big Picture One of the most attractive things about content is it’s opportunity to drive qualified leads through a funnel.
  18. 18. CONTENT FUNNEL
  19. 19. Harness your company’s expertise
  20. 20. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
  21. 21. What editors of the top publications had to say
  22. 22. Quote from Our Editor Survey “It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.” — Editor surveyed in the State of Contributed Content Report
  23. 23. Our Q1 Numbers Q4 2014 Q1 2015
  24. 24. The practice of sharing opinions, perspectives, and experiences around a specific expertise with the goal of educating, inspiring, and driving innovation within one’s industry. thought lead er ship  noun CASE STUDY
  25. 25. Yuriy Bokiv CEO Gravity Media Luba Tolkachyov Co-Founder, New Media Development Gravity Media
  26. 26. Goals • Position Gravity as a leader in multicultural marketing. • Publish consistent content to individually position Yuriy and Luba as thought leaders • Drive additional exposure to Gravity • Create sales opportunities.
  27. 27. Key ROI Points • Early invite-only contributors to LinkedIn • Inc. weekly columnist • Numerous Agency Awards (Ad Age, Agency 100) • Speaking opportunities and further press coverage • Credited content as key sources to 2 major accounts in 201
  28. 28. I’M HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @JoshuaJohnsonT. Connect with me on LinkedIn. Email me at josh@InfluenceandCo.com.
  29. 29. #LikeableICO @tweetJohnHall @DaveKerpen Is content still king if nobody sees it? CONTENT DISTRIBUTION
  30. 30. DETERMINE YOUR DISTRIBUTION MIX Free Paid Scale & Predictability Your website Email to house list Social networks Content websites Traditional media Guest blog post Email to 3rd-party lists Sponsored social updates Social media ads Paid search Display ads Content Recommendations Typically Low Typically High
  31. 31. #LikeableICO @tweetJohnHall @DaveKerpen CONTENT RECOMMENDATIONS
  32. 32. Example: generate X new qualified leads through ebook downloads – keep CPL below $Y DEFINE YOUR GOALS AND KPI’S
  33. 33. DEFINE YOUR GOALS AND KPI’S Example: drive X new visitors that will visit more than Y pages per session
  34. 34. MAKE SURE YOU CAN TRACK PERFORMANCE
  35. 35. UNDERSTAND READER STATE OF MIND “I want to engage with my social network” “I want to explore – read content” “I want to find information about a specific topic” Search Discovery Social
  36. 36. CHOOSE CONTENT ITEMS Videos Pictures/ Slideshows Articles/ Blogs How-to… Behind-the-scenes Exclusive interviews Authentic, funny Tips & tricks Ordered lists Industry secrets Earned media Positive reviews Before & after Celebrity Food recipes Fashion & style ideas Funny/unbelievable
  37. 37. o Creative Elements o Geographic Location o Demographics – B2C/B2B o Platform – Desktop/Tablet/Phone o 1st and 3rd Party Data o Retargeting TARGET RELEVANT AUDIENCES
  38. 38. TEST EVERYTHING!
  39. 39. TEST EVERYTHING! 75% Reduction in CPA
  40. 40. TEST EVERYTHING! 57% Increase in Conversion
  41. 41. MEASURE  OPTIMIZE  REPEAT Approach Content Marketing as a journey rather than a one-off campaign
  42. 42. #LikeableICO @tweetJohnHall @DaveKerpen THANK YOU! @rgishri

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