INSeRT Team NAMe
Instant Social Solutions
Team 3:
Patrick Dodge
Riyaz Shaikh
INSeRT Team NAMe
Who We Are…
aspirations of their
customers.
Instant Social Solutions is about affinity and
connectivity, ...
INSeRT Team NAMe
Business & Content Objectives
Business Objective: our content will generate 60 qualified leads a
month, o...
INSeRT Team NAMe
Competitive Summary
Aim Clear is most formidable with a bounce rate of 19.5% and 9.5 page views
per user ...
INSeRT Team NAMe
Unique Selling Point: No Secret Sauce!
There are lots of agencies that specialize in “smoke and mirrors”
...
INSeRT Team NAMe
Who Needs Us?
Personas: Debra, CEO
Mark, Sales & Marketing Manager
Jeff, Account Executive
Pain: Debra – ...
INSeRT Team NAMe
What Do They Want to Know?
Evergreen Content
Title Content Type Keywords Competitive Source
How do I mark...
INSeRT Team NAMe
When Should We Answer?
INSeRT Team NAMe
SEO Strategy
Se
Long-tail queries about ways to connect with customers online.
URL: InstantSocialSolution...
INSeRT Team NAMe
Content Creation & Distribution
CEO & Sales Managers
Blog posts
Email
White papers
Research and repor...
INSeRT Team NAMe
Content Creation - Graphics
INSeRT Team NAMe
Sales & Support Staff
Blog posts
Video
Memes
Infographics
Podcasts
Content Creation & Distribution
“...
INSeRT Team NAMe
Content Analytics
So as mentioned in the previous slides we will be creating and distributing
various con...
INSeRT Team NAMe
Analytics Dash Board -1
Website
 Blog Post /Landing Page
 Google Analytics**
Call to Action
 Email Fol...
INSeRT Team NAMe
Analytics Dash Board - 2
Email Analytics Data
Twitter Analytics
INSeRT Team NAMe
Analytics Dash Board -3
Facebook Analytics
LinkedIn Analytics
INSeRT Team NAMe
Analytics Dash Board -4
INSeRT Team NAMe
Analytics Dash Board -5
INSeRT Team NAMe
Call to Action
Different Types of Call to Action Include :
 If goal has been met on Google Analytics, th...
INSeRT Team NAMe
Presentation by Patrick Dodge & Riyaz Shaikh
(Team 3)
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Content Marketing certification project for Instant E Training, 2013

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This presentation outlines a content marketing strategy for a fictional company, Instant Social Solutions. The strategy includes business objectives, competitor research, buyer personas, content strategy, execution, and analysis. This presentation was deemed the best in class by the course instructors.

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  • Certain Assumptions made here is that we have a email database, linked In connections, Facebook company Page, Twitter Following. There are other social media like Mashable, Instagram etc. which we have not included in lieu of time.Twitter: Things go viral on twitter and figures speak for itself. We had twitted our blog content link through Bitly and successfully tracked the clicks and number of shares on Twitter and Others.Creation of content for each distribution medium will be slightly different.
  • Certain Assumptions made here is that we have a email database, linked In connections, Facebook company Page, Twitter Following. There are other social media like Mashable, Instagram etc. which we have not included in lieu of time.Twitter: Things go viral on twitter and figures speak for itself. We had twitted our blog content link through Bitly and successfully tracked the clicks and number of shares on Twitter and Others.Focus more on Google DashboardCreation of content for each distribution medium will be slightly different.
  • Examples of Analytics DataEmail Analytics is a dynamic interpretation of the summarized data i.e. Total # of emailed tracked, Total # email open and so onBitly Analytics bring in new dimensions in understanding the effectiveness of a campaign. It gives us statically data via tracking reports, i.e. number of clicks and geographical distribution
  • Facebook: Social Media is a fast growing medium to promote company and its services. Facebook throws detail analytics figures from daily likes to your popularity.Linkedin is the most professional social media venue to grow businesses. Its analytics figure facilitate in engaging/interacting with new clients.
  • Google Analytics: This is where it all comes together provides a monthly overview of total # of visits on your websites. Between Hubspot and Google Analytics we chose Hub Spot
  • Content Marketing certification project for Instant E Training, 2013

    1. 1. INSeRT Team NAMe Instant Social Solutions Team 3: Patrick Dodge Riyaz Shaikh
    2. 2. INSeRT Team NAMe Who We Are… aspirations of their customers. Instant Social Solutions is about affinity and connectivity, linking the passion that drives business owners to the Our clients: SMB’s 1. Great at building relationships. 2. Hungry for growth! Instant Social Solutions | social media | search engine marketing | SEO | online marketing
    3. 3. INSeRT Team NAMe Business & Content Objectives Business Objective: our content will generate 60 qualified leads a month, out of which our sales team is expected to close 10 new clients. Our efforts should meet these standards by our tenth month of steady content production and distribution. Content Objective: ISS will educate and inspire SMB’s on winning customers using integrated, or “drip” marketing tactics. Focus on actionable tips on connect with customers in new ways.
    4. 4. INSeRT Team NAMe Competitive Summary Aim Clear is most formidable with a bounce rate of 19.5% and 9.5 page views per user (last three months). Average time on site was 10:57. Likeable and Social Katy both had higher bounce rates (49%+), fewer pageviews (less than 2), and average of 2 minutes per user on site. Each one leverages social and search signals effectively. Top sites linking in include Google, LinkedIn, Facebook, Twitter, hostgator, seomoz. They all over-index with young adults age 25-34 years old, college educated, no kids, browsing from work. They are not as strong in other age groups. Greatest opportunity for ISS is in persona targeting. Middle managers and CEO’s are underserved.
    5. 5. INSeRT Team NAMe Unique Selling Point: No Secret Sauce! There are lots of agencies that specialize in “smoke and mirrors” marketing, where only the most hyper-connected people understand what they do. Not us. We believe no strategy works unless your whole team buys in. Everyone on your team will understand what the strategy is and what the desired result will be. We save the digi-babble for our lunch room, where we eat burgers …with no secret sauce.
    6. 6. INSeRT Team NAMe Who Needs Us? Personas: Debra, CEO Mark, Sales & Marketing Manager Jeff, Account Executive Pain: Debra – profits are slowing. Expenses increasing Mark – Needs more revenue from sales team. Jeff – Commission suffering. Goals: Debra – build value in the company. Mark – increase revenue. Earn $$$. Jeff – Earn $$$. Keep Mark off his back! Brand Objectives: ISS will create an inbound strategy that streamlines sales efforts through content, improves lead quality and scoring through marketing automation, and establish new relationships with the buying public through social channels. The results will bring fatter paychecks to the sales staff, greater revenue streams for management, and a stronger balance sheet for the company.
    7. 7. INSeRT Team NAMe What Do They Want to Know? Evergreen Content Title Content Type Keywords Competitive Source How do I market my business online? blog post/infographic marketing business online High Google Search how to get customers through social media blog post/white paper online High Google Search what is the best small business marketing ideas blog/video/white paper small business, marketing Med You Tube small business owners online marketing frustrations blog post/video small business internet marketing High Google Discussions close more sales using online marketing blog/info/video online marketing Med You Tube Seasonal Title Content Type Keywords Competitive Source marketing during the holiday season how do I market my business at christmas blog/infographic market, business Low Google Discussions holiday online marketing strategies blog/info/video online marketing, Med Google Discussions small business summer tips blo/infographic small business Med You Tube Just-In time Title Content Type Keywords Competitive Source has hurricane (name?) hurt your business? blog/video Business Low Google small business hurricane planning blog/info/white paper small business Low Yahoo Answers
    8. 8. INSeRT Team NAMe When Should We Answer?
    9. 9. INSeRT Team NAMe SEO Strategy Se Long-tail queries about ways to connect with customers online. URL: InstantSocialSolutions.com Breadcrumbs: Search Engine Optimization, Advertising on Social Media Heading: How you can build an site traffic using social media. Meta-Tag: How small businesses build an audience using social media. Site nav links: text, navigation buttons Vertical page interlinks (breadcrumbs) Horizontal (embedded text links) Title Description: How small businesses can build an audience using social media.
    10. 10. INSeRT Team NAMe Content Creation & Distribution CEO & Sales Managers Blog posts Email White papers Research and reports Webinars – Brown Bag Wednesdays “Authoritative, but approachable” Keywords: “small business” “leads” http://instantsocialsolutions.wordpress.com/2013/07/24/how-do-i-get-more-quality-leads-for-my- small-business/
    11. 11. INSeRT Team NAMe Content Creation - Graphics
    12. 12. INSeRT Team NAMe Sales & Support Staff Blog posts Video Memes Infographics Podcasts Content Creation & Distribution “fun, slightly irreverent”
    13. 13. INSeRT Team NAMe Content Analytics So as mentioned in the previous slides we will be creating and distributing various content targeting the personas. In this and the slides to follow we will analyze the effects of this distribution and decide call to action upon content being discovered or not being discovered. • We used different medium to market our content.  Emailer: Send content via emailer using a third party analytic tool (ReadNotify.com)  Twitter: Use Bitly Links for analysis  LinkedIn: Spread content via LinkedIn features like presentation, images and Videos and use LinkedIn’s inbuilt Analytic tool  Facebook Fans: Announce new content to encourage shares and Likes and use Face book's insight app for analytics  Google Analytics: After content distribution, all in bound traffic can be monitored using Google analytics
    14. 14. INSeRT Team NAMe Analytics Dash Board -1 Website  Blog Post /Landing Page  Google Analytics** Call to Action  Email Follow ups  Cost per clicks Content Distribution  Email Analytics  Social Media Analytics
    15. 15. INSeRT Team NAMe Analytics Dash Board - 2 Email Analytics Data Twitter Analytics
    16. 16. INSeRT Team NAMe Analytics Dash Board -3 Facebook Analytics LinkedIn Analytics
    17. 17. INSeRT Team NAMe Analytics Dash Board -4
    18. 18. INSeRT Team NAMe Analytics Dash Board -5
    19. 19. INSeRT Team NAMe Call to Action Different Types of Call to Action Include :  If goal has been met on Google Analytics, then qualify the lead and pass it on to the sales team.  Emailer’s should be monitored for link clicks on real time basis. If a link has been clicked, then a follow up email action is necessary to start the lead qualification process  On the website if a particular blog post has been commented on or downloaded (template etc.), it should immediately be followed up with a comment action or a phone call  Social Media should be acted upon for tweets, new connections on LinkedIn and share acknowledgement on face book.
    20. 20. INSeRT Team NAMe Presentation by Patrick Dodge & Riyaz Shaikh (Team 3)

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