Learn proven methods that position your organization to optimize web presence, demand generation and inbound marketing efforts. Expect real life examples of successful Content Marketing that include: Content Marketing Strategy Inbound Marketing Techniques Establishing Thought Leadership Search Engine Optimization (SEO) Increase Digital Discoverability Join in the converstation about how you can optimize marketing efforts, measure ROI, increase your organizations discoverability on the web, and ultimately increase revenue!

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C O N T E N T !
+ M A R K E T I N G
A conversation about how and why with!
REVENUE!
Jobst Elster Lisa Flynn!
!
!
VP of Marketing, !
Manzama!
Head of Content/Legal Marketing Strategy,
InsideLegal!
and!

2. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
Topics
of
Discussion
Today
Content
Marke5ng
Defined
Examples
and
Case
Studies
How
you
can
be
a
Content
Marketer
Why
you
need
Content
Marke5ng
To
join
the
discussion,
please
send
your
ques5ons
in
at
any
5me
by
typing
them
in
to
the
chat
window
in
Go
To
Webinar.
We’ll
address
in
the
Q
&
A
that
follows.

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The meaning of the term depends a lot on the
purpose and context. !
!
One of the most used definition is: !
The technique of creating and distributing
relevant and valuable content to attract, acquire
and engage a clearly defined target audience in
order to drive profitable customer action.!
Content Marketing has been defined in multiple ways. !

4. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
THE
NEW
KING
OF
CONTENT
MARKETING

5. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
THE
NEW
KING
OF
CONTENT
MARKETING
JIMMY
FALLON

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Content
Produced
Names
Men5oned
in
the
Public
Domain
CONTENT
=
MENTIONS
Manzama
mined,
veUed,
aggregated
and
curated
this
data.
It
also
made
the
data
easy
to
interpret
with
these
visual
aides.
SHAMELESS
PLUG:

7. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
CONTENT
=
RATINGS
=
REVENUE
In
only
3
months…
• Fallon’s
ra5ngs
are
more
than
double
other
late
night
shows
• Viewership
is
up
34%
over
Leno
• These
are
NEW
viewers,
not
take-­‐aways
from
other
late
night
shows
• Domina5ng
YouTube
(owned
by
Google
=
SEO)
Sources:
TV
BizWire,
Neilson,
YouTube

8. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
STRATEGY
(NOT
A
TACTIC)
Content
Marke5ng
is
a

9. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
Content
Marke5ng
is
Art
+
Science
[not
smoke
and
mirrors]
Tried
and
true
Not
rocket
science
More
resources
than
you
might
think
Useful
starts
with
‘U’
Infographic
shared
by
Manzama
Marke5ng

10. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
ONE
:
FOUR
:
SEVEN
Strategy
• Big
Data
• Trendspogng
• Business
Development
• Content
Marke5ng
• Growth
Markets
• Strategic
Partnerships
ONE
CONCEPT
[the
big
idea]

11. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
ONE
:
FOUR
:
SEVEN
Strategy
• Webinars
• How
To
Guides
• Infographics
• E-­‐books
• White
Papers
• Case
Studies
• Blogs
• Ar5cles
• Press
Releases
• Top/Best
Lists
FOUR
CONTENT
PIECES
[dropped
each
month]

12. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
ONE
:
FOUR
:
SEVEN
Strategy
• Email
• Blog
• LinkedIn
• TwiUer
• Facebook
• Lunch
&
Learn
• Roundtable
• Google
+
• Conference
• Webinar
• Live
Presenta5on
• Slideshare
• Face
to
Face
mee5ngs
• Phone
calls
• Create
a
“Resource
Center”
• Messenger
Pigeon
SEVEN
DISTRIBUTION
CHANNELS
[covered
for
concept]

13. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
ONE
:
FOUR
:
SEVEN
Strategy
THEN
MARKETING
YOUR
MARKETING
• Content
syndica5on
• Content
partnering
• Pay-­‐to-­‐promote
• Get
more
out
of
what
you
already
have
• Mind
the
context
• ‘Socialize
it’
…
methodically
• Make
them
want
it
• Tie
in
current
events
• Research
relevant
topics
&
trends
• Leverage
content
‘shelf
life’
• The
devil
is
in
the
details
(headlines/
keywords
for
SEO)

14. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
What
if
it
doesn’t
work?
Distribu5on
Problem:
Good
content
but
nobody
cares
Ask
yourself:
• Is
it
easy
to
find?
• Is
it
tagged
properly?
• Is
it
in
the
right
context?
• Is
it
usable?
• Is
it
in
the
right
format?
(video,
white
papers,
etc)
Indicators:
• High
Bounce
Rate
on
site
• When
people
see
your
content,
they
engage
• Low
traffic
overall
• No
change
in
leads
generated
• No
link
sharing
Results:
Engaged
content
creators
and
content
consumers
• More
click-­‐thrus
&
downloads
• More
comments
&
engagement
• More
referrals
and
new
content
requests
• More
Sales
Qualified
Leads
Content
Problem:
Good
distribu5on,
but
no
results
or
trac5on
Ask
yourself:
• Is
it
relevant
for
your
target
market?
• Is
it
the
right
5me?
• Are
you
posi5oning
in
the
right
context?
• Are
you
adding
anything
to
the
conversa5on?
• Is
it
easily
consumable
in
today’s
workplace?
Indicators:
• If
you’re
talking
to
enough
people
in
enough
places,
if
they
don’t
engage
it’s
likely
a
content
problem.
• High
traffic
but
low
engagement
(shares,
clicks,
etc.)
• Is
your
audience
asking
for
more?
Results:
Engaged
audience
who
will
create
synergies
for
you
• More
click-­‐thrus
&
downloads
• More
comments
&
engagement
• More
referrals
and
new
content
requests
• More
Sales
Qualified
Leads

15. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
CREATION
VS.
CURATION?
To
create,
or
not
to
create?

16. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
Crea5ng
Content
[in
house]
Free
Advice:
Just
because
you
can,
doesn’t
mean
you
should.

17. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
Hire
a
Content
Marke5ng
Firm
• Planning
Content
Strategy
• Produce
Content
• Placing
Content
Hire
Freelancers
• Writers
• Graphic
Designers
• Videographers
Target
Thought
Leaders
(WIIFM?)
Curate,
Comment,
Share
Crea5ng
Content
[what’s
best
for
your
company?]

18. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
Cura5ng
Content
[case
study:
capture
market
share
with
thought
leadership]
Amazon
publicly
“dreams”
about
drone
delivery
FAA
approves
drone
flight
over
land
RESULTS:
A
Manzama
client
was
ac5vely
monitoring
FAA
news
prior
to
Amazon's
drone
publicity;
then
staffed-­‐up,
studied
up,
posi5oned
as
leaders
-­‐
and
was
major
player
in
crea5ng
test-­‐flight
legisla5on
with
FAA.

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GET
READY
TO
LAUNCH
Got
it.
Now
what?

20. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
AUTOMATE
IT!
Use
Technology
to
Work
Smarter
A
few
of
our
favorites
for:
CURATION
• Manzama
ENGAGEMENT
• Marketo
TIMING
SOCIAL
• Hootsuite
TRACKING
• Google
Analy5cs

21. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
• Be
authen5c
• Assume
your
audience
is
savvy
• Educate
• Begin
with
the
end
in
mind
• Schedule
Your
Content
• Have
a
clear
Call
to
Ac5on
• Measure
ROI
• Make
your
content
(and
yourself)
easily
accessible
DO
When
Content
Marke5ng

22. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
When
Content
Marke5ng
• Cloak
your
content
• Sell
• Rush
the
process
• Pretend
to
be
something
you’re
not
• Talk
“over
the
head”
of
your
audience
• Use
Acronyms
• Hide
and/or
Disappear
• Leave
users
hanging
DON’T

23. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
METRICS.
KPI’S.
ROI.
If
you
don’t
measure
it,
it
doesn’t
count.

24. © Copyright, Manzama Inc. All Rights Reserved. Without prior written consent from the copyright holder, it is illegal to copy, re-use and/or otherwise distribute any of this content in any way.
Key
Performance
Indicators
[your
proof
that
“it’s
working”]
• Sales
Revenue
• Cost
Associated
Per
Lead
Acquisi5on
• Customer
Life5me
Value
• Online
Marke5ng
ROI
• Site
Traffic
to
Lead
Ra5o
• Marke5ng
Qualified
Leads
(MQL)
to
Sales
Qualified
Leads
(SQL)
• Form
Conversion
Rates
• Organic
Search
• Social
Media
Engagement
Source:
Marketo
Blog
“Prove
Your
Worth:
10
KPIs
for
Marketers

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CONTACT: lisa@manzama.com :: jobst@insidelegal.com