The document discusses the importance of thought leadership in content marketing, highlighting that 80% of business decision-makers prefer information in articles rather than ads. It outlines five key steps for getting published: documenting a content strategy, researching the target publication's audience, sharing personal expertise, backing content with data, and perfecting the piece. The document also emphasizes the benefits of contributed content from industry experts, with editors preferring such content for its relevance and credibility.

1. + =
TRUST TOP-OF-MIND
MARKETING
OPPORTUNITY
Content Marketing is All About People
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2. The Thought Leadership
Approach to Content Marketing
• Thought leadership mindset shift
• How contributed content fits into your overall marketing
plan
• Increase qualified leads
80%
of business decision-makers prefer to
get company information in a series of
articles versus an advertisement.
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5. What editors of the top publications had to say:

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92% of editors prefer contributed
content from industry experts and
leaders over journalists.

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8. DEMONSTRATE
EXPERTISE AND
LEADERSHIP
CREATE
CONSISTENT
POSITIVE
TOUCHPOINTS
EDUCATE ON
IMPORTANCE
How to Create Great Content &
Get Published

9. 5 Key Steps to Getting Your
Brand Published
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10. 1. DOCUMENT YOUR
STRATEGY
32%
of marketers have a
documented content strategy,
which is down from 35% last
year. (Content Marketing
Institute).

11. WHAT YOUR CONTENT
STRATEGY NEEDS
ESTABLISHED GOALS
A TARGET AUDIENCE
KEY METRICS TO MEASURE
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12. • Is your content relevant to the publication?
• Is it non-promotional?
• Does it engage and educate the readers?
• Is it unique?
2. Research the Publication’s
Audience
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13. The Value of Niche Sites
• Quality > Quantity
• PR credibility vs content marketing that performs
consistently
• Educated traffic = More engaged visitors
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14. 3. Share Your Expertise & Get Personal
“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

15. Organize your expertise with a
Company Knowledge Bank

16. 4. Back Up Your Content with
Data

17. 5. Perfect Your Piece
• Be a perfectionist — edit your work!
• Fact check
• Plagiarism check
• Tool: Copyscape
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18. Yuriy Boykiv
CEO of Gravity Media
Luba Tolkachyov
Co-Founder, New Media Development
Gravity Media
• Position Gravity as a leader in multicultural marketing
• Publish consistent content to individually position Yurij and Luba as thought leaders
• Drive additional exposure to Gravity
• Create sales opportunities
Goals with Influence & Co.

19. Our Process

20. 2 Large Sales in 2014

21. Get $500 off your first month
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22. I’M HERE TO HELP
To download the resources I mentioned, visit
www.influenceandco.com/resource-library.
Tweet your questions to me: @theMattKamp.
Connect with me on LinkedIn.
Email me at matt@InfluenceandCo.com.

23. Now you have quality site
visitors from your guest
contributed content, here’s how
you convert them into leads.
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