3. @azeckman #DSMPLS
• Influencer Marketing
• Content Marketing
• SEO
• Digital Advertising
• Social Media
• Digital Design
• Analytics/CRO
GREAT CLIENTS + GREAT WORK
9. @azeckman #DSMPLS
Consumers are
overloaded with content.
Audiences are
becoming more
sophisticated and
demanding.
Brands can’t
keep up with
demand.
Teams are not
strategic with
content.
10. @azeckman #DSMPLS
37 SECONDS
is the average amount
of time people spend
reading an article or
blog post.
- NewsCred Insights
HEINZITE IS 20/20
LEAD
GENERATION
is the top content marketing
goal for B2B marketers.
- CMI & MarketingProfs
200 MILLION+
people now use ad
blockers.
- PageFair
11. @azeckman #DSMPLS
“IS THE
CONTENT YOU
CREATE AND
DISTRIBUTE
DIFFERENT
THAN ANYTHING
ELSE OUT
THERE?”
@JoePulizzi
Image Source: Linkbird.com
12. @azeckman #DSMPLS
YOU’RE DOING IT WRONG
Creating content for
your brand, not your
audience.
Focusing on content
quantity, not impact.
Avoiding testing for
fear of failure.
17. @azeckman #DSMPLS
PREP TIP: DEFINE CONTENT
MISSION
Who is the intended
audience?
What message will be
delivered?
What is the outcome for
the audience?
21. @azeckman #DSMPLS
• Featured insights from 25 top digital
marketers
• Nearly 6k shares
TACTIC #1: INFLUENCER-DRIVEN CONTENT
22. @azeckman #DSMPLS
• Forward by CX expert: Shep Hyken
• $600k in new revenue within one month
• Projected $1.5M in new revenue directly from
leads generated from one eBook
TACTIC #1: INFLUENCER-DRIVEN CONTENT
24. @azeckman #DSMPLS
• New product launch
• Increase awareness
• Over 15M views
TACTIC #2: VIDEO
25. @azeckman #DSMPLS
• New product launch
• Increase awareness
• Over 15M views
TACTIC #2: VIDEO
26. @azeckman #DSMPLS
• Thousands of views
across multiple channels
• Over a 2,000% increase in
views when embedded
natively on social media
TACTIC #2: VIDEO
27. @azeckman #DSMPLS
• Thousands of views
across multiple channels
• Over a 2,000% increase in
views when embedded
natively on social media
TACTIC #2: VIDEO
29. @azeckman #DSMPLS
TACTIC #3: SURVEYS & RESEARCH
• 30% conversion rate = 2000+ downloads
• Over 1000 new contacts added to
nurture
30. @azeckman #DSMPLS
TACTIC #3: SURVEYS & RESEARCH
• Survey data was used to develop a
report, additional eBooks and social
content
• 255 downloads within one month
32. @azeckman #DSMPLS
• A series of interviews were created
• Three additional pieces of content were
created based on the first series of interviews
• Over 1,000 additional shares from repurposed
content
TACTIC #4: CONTENT REPURPOSING
33. @azeckman #DSMPLS
• Original blog post had over 2k shares
• Repurposed eBook on SlideShare had
over 36k views
TACTIC #4: CONTENT REPURPOSING
35. @azeckman #DSMPLS
• 37% of all viewers completed all 5
questions
• 26% form completion rate for more
information about interactive and content
marketing services
TACTIC #5: INTERACTIVE CONTENT
36. @azeckman #DSMPLS
• Thousands of content shares
• Personalized experience
• Provides recommendations based on
results
TACTIC #5: INTERACTIVE CONTENT
42. @azeckman #DSMPLS
NEXT STEPS
• Where can influencers fit?
• Where can you use video?
• How can you learn more
about your audience?
• Where can you use
interactive?
• How can you repurpose?
Identify Opportunities
• Research the market.
• Develop a strategy.
• Execute on the plan.
• Optimize the plan.
Create Your Plan
• Technology.
• People.
• Publishing Platforms.
• Interactive Platforms.
• Content Platforms.
Forecast Costs
Red on the cover doesn’t work.
A cookbook could be a better image for the cover or a recipe card.
Add hashtag and twitter handle
Give away a book for best tweets.
Before I jump in. I would just like to take a moment to thank some of the awesome team members that I get to work with (many of which are in the audience today).
At our agency, we have a huge opportunity to work with some really amazing clients. Without them, we wouldn’t be able to do what we do!
We work with a wide range of clients.
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
Well that’s because content marketing is HARD
Why is it so difficult?
Our audience has said TOO MUCH CONTENT. And stepped away.
They’re also becoming much more sophisticated and demanding. Sorry guys, what worked 3 years ago doesn’t work now.
Unfortunately, teams are not being terribly strategic with their content. It’s become more of a reactive or gut driven approach.
And because of that brans simply can’t keep up with what is needed to compete.
But we all know that heinzite is 20/20
But we’ve known for years that people are using ad blockers, making it that much more difficult to get in front of audiences.
The amount of time people are spending reading our content has plumeted.
And yet, the top content goal for b2b marketers is still lead gen…
So there is this guy, Joe Pulizzi, not sure if you’ve heard of him.
Ok. We all know Joe. He is the freaking Godfather of Content Marketing.
I read a story from Joe recently about a time when he was leading a content worksop. And even though these people came from a variety of different industries, they all had one thing in common: They were not happy with their marketing.
So in the middle of listening to this group complain, Joe stopped and asked this question…is the content you create and distribute, different than anything else out there?
And that leaves many of us where we are today.
The content we are creating can be found anywhere!
Some of the biggest mistakes?
Instead of focusing on what our audience needs, we’re drafting 3000 words about how great our products are.
Instead of focusing on content quality or impact, we’re trying to pump out as much content as our little fingers can type.
And, instead of testing new content types and topics with our audience, we’re risk-averse. But why?
Today we’re going to make a tasty carbonara which has five main ingredients. So to help you out, today we’re going to make a delicious content dish comprised of 5 main ingredients.
Much like one of my favorite dishes, the spaghetti carbonara at Bar La Grassa. Tust me, it’s awesome. If you’ve never been,,, make a reservation now
Update so this isn’t just bullets.
Replace with a recipe card.
CHEF LOOKING AT A COOKBOOK
GRAPHIC IS TOO BLURRY – FIND A BETTER VERSION.
So now we’re ready to get cooking..
Mastering the perfect content recipe requires that you get creative and use ingredients that you have on-hand. How many of you have been excited when you actually have everything in pantry.
My mom used to do that as a kid. She called it Kathy surprise…it was creative.
Make effective and creative marketing.
Consumers trust influencers (industry experts)
Scales quantity of quality content
Extends reach to new audiences
These may seem basic but it’s all in how you present the dish and how you make it.
We wanted to pay homage to these people. Of course we wanted great content, traffic all the KPIS – but we wanted to make these people feel good because they deserve it.
Appeals to mobile users
Ignites emotion from your audience
Increases time spent on your website or social channels
Explain what it is. A little bit about it.
This was part of a campaign to promote some new content.
Explain what it is. A little bit about it.
This was part of a campaign to promote some new content.
Helps you better understand audience needs
Positions your brand as an authority on a specific topic
Identifies new marketing opportunities
Led to interviews and other things as well. Find out what those things are.
Creates further personalization of content
Breathes new life into high-performing content
Allows for more targeted content formats
Add linkedIn post
Engages your audience in a new way
Personalizes content experience
Enhances message retention
CONTENT MARKETING DOESN’T HAVE TO BE SO HARD, YOU HAVE 5 THINGS YOU CAN DO. THE STEPS ARE YOU HAVE TO PLAN, IMPLEMENT, MEASURE AND OPTIMIZE PERFORMANCE.
Replace with a new example because Lee is using this.
What do you already have that can help you be more
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
Ok, enough of that.
What I really want to know is: [insert question].
You’re tired, you’re overwhelmed you are done.
EITHER REMOVE NEXT STEPS OR REMOVE
START WITH PLANNING AND RESEARCH, DO AN AUDIT. MAKE SOME PLANS.
PUT HERE INSTEAD:
THE STUF THAT SYNCS TO THE PURPOSE OF THE PRESENTATION. WHAT IS IT SUPPOSED TO GET PEOPLE TO DO.
#1 – UPDATE YOUR PLAN
WHERE CAN INFLUENCERS FIT
WHERE CAN YOU BE MORE CREATIVE
WHERE CAN YOU USE VIDEO
WHERE CAN YOU USE INTERACTIVE
#2 – REMOVE (IDENTIFY KEY INFLUENCERS)
#3 – FORECAST COSTS
TECHNOLOGY
PEOPLE – CREATION, PLANNING, PROGRAMMING, INFLUENCER ENGAGEMENT
PLATFORMS
INTERACTIVE PLATFORM – SNAPP APP OR CEROS
NEWSCRED OR WP – CONTENT
PLAN EXEUTE MEASURE THEN OPTIMIZE. THOSE ARE THE NEXT STEPS YOU NEED TO TAKE AND THAT’S WHAT WE DO AT TOPRANK MARKETING.
WE DO THIS EVERY DAY FOR COMPANIES OF ALL SIZES.
THIS IS THE BUSINESS WE ARE IN AND THAT IS THE REASON I’M THERE.
TO FURTHER BENEFIT YOU, VISIT OUR BLOG, CONTACT US BUT DOWNLOAD THIS GUIDE THAT WILL GIVE YOU 25 MORE EXAMPLES.
