The presentation discusses the importance of thought leadership and content marketing strategies for businesses, emphasizing that 80% of decision-makers prefer articles over advertisements. It outlines steps for creating valuable content that engages editors and meets publication standards, and details how Influence & Co. assists clients in achieving their marketing goals through contributed content. Key takeaways include the integration of SEO with content marketing and the necessity for a documented content strategy to enhance brand influence.

1. Ma Kamp | Director of Strategic Partnerships at Influence & Co.
Data-Driven Strategies To Get
Your Content Published on
Influential Sites
May 2015 Presentation

2. @thuelmadsen #KISSwebinar
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3. Ma Kamp - Influence & Co. - @thema kamp
Ma Kamp is the director of strategic partnerships at
Influence & Co., a content marketing firm that specializes in
helping companies showcase their expertise through
thought leadership. Influence & Co.’s clients range from
venture-backed startups to Fortune 500 brands.
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops
Specialist. Before joining forces with KISSmetrics, he was a
Ly driver in SF, which is also how he ended up as a
KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him fishing
and hiking in the Sierras.

4. @themattkamp #KISSwebinar
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5. 1 Section One - How to build influence with content
2 Section Two - The Thought Leadership Approach
3 Section Three - Content marketing is the new SEO
Table of Contents
4 Section Four - How to create content editors crave
5
Section Five - How Influence & Co. works with clients to
achieve their business goals through contributed
content

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7. Section One
80% of business decision-
makers prefer to get
company information in a
series of articles versus an
advertisement.

8. The Solution
Guest publishing thought leadership content.
Section One

9. Section One
Content marketing is all
about PEOPLE

10. Section Two - The
Thought Leadership
Approach
2

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12. Taking a Thought Leadership Approach to Content Marketing
Section Two
• Goals + benefits
• How contributed content fits into your overall marketing plan
• Increase qualified leads

14. Section Three - Content
marketing is the new SEO
3

15. It Builds Natural “SEO”
Section Three
• Long tail searches are up 68% since 2004. Easiest way to rank for long tail keywords is content
marketing.
• Source: QuickSprout

16. How SEO and Content Fuel Each other
Section Three
1. Create content your audience is searching for
2. Take the conversation to the next level
3. Tailor content to the buyer’s journey

17. Top of the Funnel
Awareness
Content Marketing Funnel
Content here should largely be educational and
help the individuals connect the dots from the
problem to how they may be able to solve it.
Example: An educational e-book explaining
more about your industry.
Middle of the Funnel
Consideration
Our goal is to present them with the
solution and show them the complexities
and expertise involved in doing it well,
which will overwhelm them and convince
them that they want help implementing the
solution.
Example: Guides, and best practices
Content focused on truly identifying
your company as the best solution is
ideal here.
Example: Case studies, comparison
documents, and trial offers focused
on why your company is an ideal
solution to the problem
Bottom of the Funnel
Decision

18. Section Four - How to
create content editors
crave
4

19. How Brands Can Get Published
Section Four
1. Document your content strategy
2. Research the publication’s audience
3. Share your expertise & get personal
4. Back it up with data
5. Perfect your piece before submission

20. Document a
Content Strategy
Only 35% of marketers have a
documented content strategy.
-Content Marketing Institute.

21. What Your Content Strategy Needs
Section Four
• Is your content relevant to the publication?
• Is it non-promotional?
• Does it engage and educate the readers?
• Is it unique?

22. Research the Publication’s Audience
Section Four
• Established goals
• A target audience
• Key metrics

23. What Editors Of The Top Online Publications Had to Say
Section Four

25. Share Your Expertise & Get Personal
Section Four
“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

26. Organize Your Expertise With a Company Knowledge Bank
Section Four

27. 5 Ways to Get the Most Out of Your Knowledge Bank
Section Four
1. Update it regularly
2. Keep you're audience in mind.
3. Crowdsource the knowledge
4. Organize your info by category & keywords
5. Make it accessible

28. Back Your Content Up With Data

29. Perfect Your Piece
Section Four
• Be a perfectionist - edit your work!
• Fact check
• Plagiarism check
• Tool: Copyscape

30. Section Five - How
Influence & Co. works
with clients to achieve
their business goals
through contributed
content
5

31. Yuriy Boykiv
CEO
Gravity Media
Luba Tolkachyov
Co-Founder, New Media Development
Gravity Media

32. Goals
Section Five
• Position Gravity as a leader in multicultural marketing.
• Publish consistent content to individually position Yuriy and Luba as thought leaders
• Drive additional exposure to Gravity
• Create sales opportunities.

33. Our Process

36. Key ROI Points
Section Five
• Early invite-only contributors to LinkedIn
• Inc. weekly columnist
• Numerous Agency Awards (Ad Age, Agency 100)
• Speaking opportunities and further press coverage
• Credited content as key sources to 2 major accounts in 201

37. Get $500 of your first
month with
Influence & Co.!
Presented By:
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Knowledge Management Template
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39. Questions?
Ma Kamp
Director of Strategic Partnerships
Influence & Co.
@thema kamp
ma @influenceandco.com
Thue Madsen
Marketing Operations Manager
KISSmetrics
@ThueLMadsen
tmadsen@kissmetrics.com

40. THANK YOU