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Drive Conversions with Content Marketing
- 1. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Using Social Media and Content Marketing to Drive Conversions and Gain Followers
- 2. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 JASON ABRAHAMS Vice President of Marketing Root3 Growth Marketing Jason Abrahams is vice president of marketing for Root3 Growth Marketing, a Chicago-based agency focused on developing long-term success strategies for high-growth businesses. Acting in many cases as an outsourced CMO for his clients, Jason is charged with developing and executing brand strategy for clients across the country. He oversees a team of internal and external resources who are focused on executing both digital and traditional marketing tactics to drive customer base growth, digital conversions, and overall brand development for its clients. Prior to joining Root3 in November, Jason oversaw marketing strategy development and execution, including major rebranding efforts, at Rightsize Facility Performance/Office Furniture Center, a turnkey provider of office interiors and facility services, Club Colors, a brand management and promotional products agency, and National Gift Card, a leading supplier of gift card solutions for the incentive industry. He has also held marketing, sales, and business development positions at KemperSports/KemperLesnik and THG Sports. Jason holds a BBA from University of Miami (FL) and a MBA from DePaul University Kellstadt Graduate School of Business, and is an instructor at the Digital Professional Institute. YOUR SPEAKER
- 3. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 3 WEBINAR POLL: HOW EFFECTIVE IS CONTENT MARKETING AT REACHING YOUR COMPANY’S BUSINESS GOALS?
- 4. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 DRIVING CONVERSIONS THROUGH CONTENT MARKETING Expanding into the E-Commerce Landscape • Content Marketing Works! • A Stepwise (and Iterative) Process • Converting Content to Revenue • Q&A and Next Steps 4
- 5. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 ZMOT 5
- 6. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 MARKETING IS IMPOSSIBLE WITHOUT GREAT CONTENT Website Email PPC (Search Advertising) Display Advertising Social Networks Mobile Marketing Search Engine Optimization The components of the Digital Marketing Ecosystem allow us to: • Be where and when people are looking • Reach out to our potential customers by buying ads on relevant channels • Communicate with our customer base • Engage our customers (being part of the conversation)
- 7. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 AND IT WORKS… • 77% of Internet users search online, consulting an average of 10.4 sources, before making a purchase or even speaking to sales. • 91% of B2B marketers use content marketing. • 78% of CMOs think custom content is the future of marketing. • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. • 72% of marketers think that branded content is more effective than magazine advertisements, 69% say it’s superior to direct mail and PR. • 82% of marketers who blog see positive ROI for their inbound marketing. • Website conversion rate is 6 times higher for those who’ve adapted content marketing strategy than those who haven’t. 7
- 8. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 • Clear, consistent messaging that resonates with your target audience • An online presence that’s as good as your company • The ability to be found if a prospect is searching for a solution like you offer • Awareness efforts targeted to the right prospects • Engagement with your prospects within their communities • A solid plan to keep in touch and nurture relationships It’s not optional, but necessary to have a content marketing strategy to grow your business. 8 BUT HOW TO CUT THROUGH THE DIGITAL CLUTTER?
- 9. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 9 WEBINAR POLL: IS CONTENT MARKETING HELPING DRIVE CONVERSIONS TO GROW YOUR BUSINESS?
- 10. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 DRIVING CONVERSIONS THROUGH CONTENT MARKETING Expanding into the E-Commerce Landscape • Content Marketing 101 • A Stepwise (and Iterative) Process • Converting Content to Revenue • Q&A and Next Steps 10
- 11. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 11 Business Goal Strategy Production Atomization Amplification Measurement
- 12. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 12 Business Goal Strategy Production Atomization Amplification Measurement • Best content marketing programs define the role of content beforehand, not after the fact • What are you making content for and what is the end goal of the content • Do not create content just for the sake of checking that off the list
- 13. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 OBJECTIVES & METRICS
- 14. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 14 Business Goal Strategy Production Atomization Amplification Measurement • What is the specific aim of this particular content execution? For which audience is it intended? At what stage of the purchase funnel? • What is the key question or need that this content fulfills? • How do we know this need exists? (social listening, search engine keyword analysis, etc..)
- 15. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Awareness Inquiry & Analysis Consideration Loyalty Advocacy Purchase Start: Information = Introduction Middle: Personalization = Persuasion End: Remarkable = Retention THE DIGITAL CUSTOMER JOURNEY
- 16. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 16 Business Goal Strategy Production Atomization Amplification Measurement • Know your audience and consumption preferences • What are you making, who is making it, and when
- 17. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 CONTENT MARKETING TACTICS
- 18. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 18 Business Goal Strategy Production Atomization Amplification Measurement • Don’t have to re-invent the wheel • Take one big idea and make smaller content executions
- 19. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Preference-Based Content • Blog Post • Audio Clip • Interactive Presentation • PDF or Printed Brochure • Slide Presentation (PowerPoint, Prezi) • Article/Whitepaper • Video or Animation • Email Message • Text Message • Dimensional Item/Giveaway • Tweet/Social Media Post • Live Event • Book or eBook • Webinar/Hangout • Image/Infographic • Landing Page Preference Content is Content That Has Been Created in Multiple Formats to Allow a Consumer to Consume it the Modality They Desire. 19
- 20. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 REPURPOSE, REUSE, RECYCLE • Your great content can gain significant impact by repurposing across multiple delivery methods. • Examples: • Use eBook or whitepaper excerpts as blog posts • Film webinars and post the videos on the blog, or embed a slideshow of the PowerPoint your president used at the last conference he spoke at • Point on SEO – It’s not plagiarism if you own the words. And unless Google has already indexed the words, you’ll likely be safe from negative SEO to repurpose and post again. 20
- 21. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 21 Business Goal Strategy Production Atomization Amplification Measurement • You must market your content • You can’t expect people to magically find your content • Treat your content executions like a product
- 22. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 AMPLIFYING YOUR CONTENT 22
- 23. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT A Stepwise (and Iterative) Process 23 Business Goal Strategy Production Atomization Amplification Measurement • Best content programs are those that can be measured • Data gathered can be used to optimize the content next time
- 24. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 METRICS & ROI 24
- 25. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 DRIVING CONVERSIONS THROUGH CONTENT MARKETING Expanding into the E-Commerce Landscape • Content Marketing 101 Revisited • A Stepwise (and Iterative) Process • Converting Content to Revenue • Q&A and Next Steps 25
- 26. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Get them to our digital properties (Website, Landing Page, Social Media) INBOUND: When customers are searching OUTBOUND: Where customers are active Get their email, social, or other contact information Get them to our physical store Get them to buy online Get them to engage Show our messages Drive Visits Convert (Action) CONTENT MARKETING ‘CONVERSION’ PROCESS 26
- 27. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Website Email PPC (Search Advertising) Display Advertising Social Networks Mobile Marketing Search Engine Optimization Convert (Action) Get their email, social, or other contact information Get them to our physical store Get them to buy online Get them to engage CONTENT MARKETING ‘CONVERSION’ PROCESS 27
- 28. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 EVENTUALLY IT’S A SYSTEM IN ACTION User Searches Results (SEO) Ads (PPC) Website / Landing Page Call To Action Contact / Contact Information Sales/Buy Social Valuable Content Share with network Reviews, Ratings, Advocacy Ads on relevant websites Email New Services and Offers New Followers Social Channels Retargeting
- 29. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Q&A and NEXT STEPS 29 Using Social Media and Content Marketing to Drive Conversions and Gain Followers
- 30. Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Let’s Connect! Jason Abrahams www.linkedin.com/in/jasonabrahams jason@root3marketing.com 30
Editor's Notes
- WEBINAR POLL: HOW EFFECTIVE IS CONTENT MARKETING AT REACHING YOUR COMPANY’S BUSINESS GOALS? Not Effective Somewhat Not Effective Neutral Somewhat Effective Very Effective Do not use content marketing
- Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing: Social media marketing: Content marketing strategy comes before your social media strategy. SEO: Search engines reward businesses that publish quality, consistent content. PR: Successful PR strategies address issues readers care about, not their business. PPC: For PPC to work, you need great content behind it. Inbound marketing: Content is key to driving inbound traffic and leads. Content strategy: Content strategy is part of most content marketing strategies.
- Content helps your website capture leads, helps your company be found, generates action from ads, creates PR opportunities, drives social conversations, gives salespeople a reason to call, and builds credibility with prospects.
- WEBINAR POLL: IS CONTENT MARKETING HELPING DRIVE CONVERSIONS TO GROW YOUR BUSINESS? Yes No
- a. Creating content is only half the battle—the next part is optimizing that content for conversions b. If our content and associated content marketing efforts are not generating revenue, then we should fix it
- Content marketing is often needlessly over-complicated. Here's a simple 6-step process used by Jay Baer and Convince and Convert to create content marketing. At the execution level there are indeed myriad ways you can “make” and deploy content that works. However, the process that companies undergo to plan, create and measure content is (or should be) mostly static and consistent. http://www.convinceandconvert.com/content-marketing/these-are-the-6-steps-i-use-for-great-content-marketing/
- Now that it’s hot, far too many companies are creating content just to be able to check that box on their marketing tactics chart. “Let’s do content marketing” is replacing “let’s do social media” and “let’s try to go viral” as the most commonly heard – yet utterly rudderless – corporate mandate. Content can serve different purposes within a company, and the best content marketing programs define the role of content beforehand, not after the fact.
- Content Marketing Benchmark Survey, Demand Metric and Ascend2, Dec. 2014, Survey size 521
- What is this specific aim of this particular content execution? For which audience is it intended? At what stage of the purchase funnel? What is the key question or need that this content fulfills? How do we know that this need exists (social listening, search engine keyword analysis, customer feedback, etc.).
- Understanding your customers' buying process allows you to identify the right message at the right time. Gone are the days where you could send mass blasts of general content and expect it to hit home. Customers are too savvy. They expect highly personalized, relevant, entertaining and informative content that offers them an explicit benefit. Custom content needs context. A good framework for identifying content is the consumer’s journey. Every business is different, and content takes patience, along with trial and error. Think about where your customers spend the majority of their time and work for greatness in those areas first.
- What form should this content optimally take, recognizing that in many cases there isn’t a right and wrong way to do content, just a way that is more right based on your audience and their information consumption preferences. This is where you get to figure out what you’re making, who is making it, and when.
- Too often, content marketers attempt to reinvent the wheel instead of just chumming more bodies of water with a content tentpole they already possess. This is content atomization –taking one big idea and making many smaller content executions from it. Thus, the digital dandelion strategy, whereby your website is the stalk where the content is planted, but versions of that content are spread far and wide, like the seeds of a dandelion. The premise is that you don’t need a content marketing strategy that requires you to come up with many great ideas, one after another. Instead, you need a content marketing strategy that has a few great ideas, and many, many iterations and executions of those ideas. You take your big idea and make lots of small ideas out of it, making them easier to spread with your dandelion strategy.
- Telling or talking at your customers won't cut it. Teaching at the beginning of the journey is the first step. Then, involve your customer to move them through your journey. Specific engagements with data-capture and tracking mechanisms are critical to the sales process, and your content is all connected.
- You must market your marketing. The notion that you can simply create interesting content and people will magically find it is a lie. If you build it, they won’t necessarily come. You have to treat your content executions like a product, and launch them the same way you would a product. Of all the places online that your content could conceivably live, your own website probably gets the least amount of traffic, not the most.
- To make the most of your content, you need to make sure you're integrating correctly with social media, using the most effective tools at your disposal, and most importantly, continuing to pay attention to it long after you launch it.
- Content isn’t inexpensive. It’s just different expensive. The time required (and in some cases, the production costs) can be significant. Some day, someone in your company is going to ask “hey, is all that content actually making us any money?” The best content programs are those that are measured, because the data gathered can be used to optimize the content next time. You may not be able to measure content’s impact on transactions, per se. But, if you are wise about survey research you can isolate content’s impact on preference and sales that way. Also, make sure you have fully thought through your measurement narrative BEFORE you produce your content. You need to bake trackability into the content wherever possible, and if you don’t do that at the beginning you end up with a patchwork mathematical mess. Trying to measure content after it’s made is like trying to pinstripe a car once it’s moving.
- Consumption, Lead-Generation, Sharing, Sales Quick tip: Content marketing is different from other forms of online marketing in that it does not always deliver ROI quickly. It may take weeks or months for a piece of content to be discovered by people and the search engines. Quick tip: Can’t measure it all? Then focus on web traffic and leads (or revenue) first. If your content is generating more traffic, leads and revenue, then all the other metrics are secondary.
- INBOUND: audience finds you – SEM, PPC, Social, SEO OUTBOUND: to target audience – email ads, print ads, digital ads, syndication
- Example: Prospect is looking for a (service X) The first thing they do is do is a Google Search. Then faced with organic search results, paid search ads, and Social Properties Whatever it is that gets attention the most, I will click and it will bring me to some type of website or dedicated landing page. I could have also landed on this page by clicking a paid display ad from a relevant website If the brand has thought it through, I will convert to some call to action They will receive my contact information And I will buy something. Ideally. But if I don’t buy anything, the brand will continue to send me emails They can be newsletters or other resources, but also promotions and offers…. Which brings me back to a landing page. Once I do buy, the brand may ask me to share my experience on my social networks This is valuable content to them that is shared and shown between our networkds, and also brings them new followers to market to And as I have become a member to their community, I will continue to receive promotions and offers via my social network. Depending on my experience, I will also write reviews, rate, and become an advocate of the brand, Which effects the search rankings of the social properties that are shown to users, just like me, searching for product X.