P.J. Leimgruber – Co-founder, NeoReach, Silicon Valley

1. Content Marketing
A Comprehensive Guide to Getting, Keeping, and Growing Your Customers
Created with love at

2. European Innovation Academy | P.J. Leimgruber | @misterpeej
Table of Contents
1. Content Marketing Overview
2. Specific Examples
3. Real Time Monitoring & Social Listening
4. Social Media Audience Development
5. Thought Leadership & Guest Blogging
6. Tactics, Tools, and Strategies

3. Content Marketing Defined
• Content Marketing is attracting and retaining customers by
consistently creating and curating relevant and valuable content.
• Specifically it is with the intention of changing or enhancing consumer
behavior.
European Innovation Academy | P.J. Leimgruber | @misterpeej
• It is an ongoing process that is best
integrated into your overall marketing strategy.
• It’s done best when you create and own the
media

4. Remember
• You are considered an expert in the field of which
your company/startup is in.
• So put that knowledge to good use - and help
make the internet better by contributing to it.
• Guess who searches for information related to your
expert area of genius???
LET THIS BE YOUR ADVANTAGE!!!!
European Innovation Academy | P.J. Leimgruber | @misterpeej

5. The Golden Rule
In order to GET value
You must GIVE value!
European Innovation Academy | P.J. Leimgruber | @misterpeej

6. Examples of Content Marketing
• Infographics
• Blog Posts
• Viral Memes
• Slideshares
• Whitepapers
• How To Guides
• Viral Videos
• Giveaways
• Webinars
• Free Tools
• Industry Reports
• News/Press Releases
European Innovation Academy | P.J. Leimgruber | @misterpeej

8. Some recommendations
• Infographics: http://visual.ly/
• Viral Memes: https://imgflip.com/memegenerator
• Slideshares: http://www.slideshare.net
• Blogging Communities:
https://myblogguest.com
https://postjoint.com/
European Innovation Academy | P.J. Leimgruber | @misterpeej

9. Blogging
The lifespan of content BEGINS
when you hit PUBLISH
A common misconception is that people think that the lifespan of a blog post ends
when you hit the publish button.
European Innovation Academy | P.J. Leimgruber | @misterpeej

10. Strategy In A Nutshell
Step 1: Write a blog post!
Step 2: Pay for syndication using Outbrain, Taboola, or Content.ad. (Outbrain is my
favorite)
Step 3: Determine which article has the biggest viral potential (as in which article is
getting the most shares)! Keep paying for syndication on that article!
Step 4: Once you've found the best article, reach out to thought leaders or
influencers to share it as well! (More on this later)
***Refine and Repeat: Determine what type's of articles work the best, and
write more of those!***
European Innovation Academy | P.J. Leimgruber | @misterpeej

11. Write Magnetic Headlines!
• The Secret of [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• What Everybody Ought to Know about [blank]
• The Lazy [blank’s] Way to [blank]
• 4 Ways to [Blank] That You Never Knew Existed
European Innovation Academy | P.J. Leimgruber | @misterpeej

12. Write Magnetic Headlines!
• Do you Recognize the [number] Early Warning Signs of [blank]
• See How Easily You Can [Desirable Result]
• You Don’t Have to Be [Something challenging] to get [Desired Result]
• Do you Make These [your startup] mistakes?
European Innovation Academy | P.J. Leimgruber | @misterpeej

13. Syndicate and Amplify
European Innovation Academy | P.J. Leimgruber | @misterpeej

14. How This Works
• Once you have completed a few interesting posts. You can pay for syndication using
any of the sites mentioned.
• Outbrain works perfectly for this, as you can amplify multiple pieces of content and
split-test the results. This is done by PPC (pay per click)
• Pick the top performing pieces of content, and apply a greater budget to syndication.
• Use Google Analytics or any other conversion tracking software to verify if it is
generating leads.
• This entire strategy can be done for $100-$500 USD
European Innovation Academy | P.J. Leimgruber | @misterpeej

16. Retarget Your Existing Traffic
• Once you earned a few visitors to your
site, it is important you KEEP them
coming back. This process is called
“retargeting”
• Lets you pay-per-click to display your
banner to existing visitors on sites all over
the web.
• Compatible with Facebook, Twitter, and
millions of websites.
• Cost - $100 USD/month or less
European Innovation Academy | P.J. Leimgruber | @misterpeej

17. European Innovation Academy | P.J. Leimgruber | @misterpeej
Moving On
1. Content Marketing Overview
2. Specific Examples
3. Real Time Monitoring & Social Listening
4. Social Media Audience Development
5. Thought Leadership & Guest Blogging
6. Tactics, Tools, and Strategies

18. Real Time Monitoring and Social Listening
• The best way to connect with
potential customers is by being
helpful.
• Your customers are online everyday
asking questions YOU have the
answer to!
• The process of finding them and
responding is called “monitoring” or
“listening”
European Innovation Academy | P.J. Leimgruber | @misterpeej

19. Here’s How Its Done!
• Start by hanging out on the sites
where your customers could be.
• Search and see if anyone is asking
questions that are of or related to
your product/problem/service.
• Answer the questions, or even ask
new ones! Bring up topics of
discussion.
• Don’t try to make a sale, just be
helpful. Let your by-line or account
profile to the talking.
European Innovation Academy | P.J. Leimgruber | @misterpeej

20. Good News! This can be automated
Sign up for Google Alerts or Mention (my personal favorite)
Mention allows you to monitor in real-time anything published
on the web and social networks.
You can react by getting an alert triggered by a keyword or key
phrase you set up.
Connect social accounts (Twitter, Facebook, Buffer) to your
alerts as well.
European Innovation Academy | P.J. Leimgruber | @misterpeej

21. European Innovation Academy | P.J. Leimgruber | @misterpeej
Moving On
1. Content Marketing Overview
2. Specific Examples
3. Real Time Monitoring & Social Listening
4. Social Media Audience Development
5. Thought Leadership & Guest Blogging
6. Tactics, Tools, and Strategies

22. Social Media For Keeping & Growing Your Customers
Great social media is an art form; and can substantially lift your
brand and drive targeted customer interactions.
Just some basics:
• I highly recommend BUFFER. This app allows you to
schedule your tweets and shares for the week ahead. It also
is a great content discovery platform to keep seed relevant
content to your audience.
• The will help you develop a voice for your brand. It also gives
the impression that your company is happy, active, and
open for business.
European Innovation Academy | P.J. Leimgruber | @misterpeej

23. Social Media: Which Networks To Target
Facebook is by the far the best platform for promoting brand awareness,
as nearly three quarters of Americans adults use the site. Facebook is a
great platform for promoting virtually any brand, due to its very
heterogeneous user base.
Instagram is a great option for brands that rely heavily on images, such
as clothing companies and retailers. It’s also particularly effective for
reaching young adults.
Google+ can be a great platform to reach men in the technology
industry, as two-thirds of the network’s users are men, most of whom
work in engineering or other technical professions.
European Innovation Academy | P.J. Leimgruber | @misterpeej

24. Social Media: Which Networks To Target
European Innovation Academy | P.J. Leimgruber | @misterpeej
Pinterest is an excellent social network to reach women, especially for
brands selling jewelry or clothing.
For a business-to-business company, LinkedIn is a stronger choice for
promoting business-related content and connecting with other
corporate influencers.
YouTube is a great means of providing that visual aide to take your
product over the top. Googles new True-View is a great way to apply
PPC dollars to getting targeted visits to your companies video. If you
have some spare cash investing in a killer video is a great idea.

25. European Innovation Academy | P.J. Leimgruber | @misterpeej
Moving On
1. Content Marketing Overview
2. Specific Examples
3. Real Time Monitoring & Social Listening
4. Social Media Audience Development
5. Thought Leadership & Guest Blogging
6. Tactics, Tools, and Strategies

26. Thought Leadership and Guest Blogging
Most online news publications and blogs don't have an infinite supply of writers. They're not
that profitable. They rely on experts to help offset the workload of writing articles. Getting a
guest author role is very easy, if you have something valuable to offer!
European Innovation Academy | P.J. Leimgruber | @misterpeej

27. Strategy In A Nutshell
Step 1: Identify 20 target publications that you want to be a guest author
on!
Step 2: Put together a personal brand package. This is very simple,
basically a list of content that you've written, bullets on why you are an
expert, and what exclusive piece of content you have to offer.
Step 3: Track down the E-mail addresses of the editor, or use their online
form, Tweet at them or message them on LinkedIn. People who live
behind a computer are not very hard to find!
Step 4: Wait for responses!
European Innovation Academy | P.J. Leimgruber | @misterpeej

28. Pro Tip: Google It!
A great place to land a guest post or guest blog is through sites that are looking for guest authorship!
TO FIND THEM - JUST USE GOOGLE
• Here’s how: Search “Write for us” + Your Industry/Niche + Blog or “Guest Post” + Your
Industry/Niche + Blog!
• Use “quotes” around a term, this tells Google to look exactly for this term, in this particular
order. Parse your queries by adding a +
• This will help Google better narrow down your search and return laser focused results!
European Innovation Academy | P.J. Leimgruber | @misterpeej

29. “Write for us” + Your Industry/Niche + Blog
“Guest Post” + Your Industry/Niche + Blog
European Innovation Academy | P.J. Leimgruber | @misterpeej

30. Once You’ve Found A Few Sites
Be sure to include
your name and a link
to your site in your
author bio.
European Innovation Academy | P.J. Leimgruber | @misterpeej

31. European Innovation Academy | P.J. Leimgruber | @misterpeej
Moving On
1. Content Marketing Overview
2. Specific Examples
3. Real Time Monitoring & Social Listening
4. Social Media Audience Development
5. Thought Leadership & Guest Blogging
6. Tactics, Tools, and Strategies

32. How To Determine If A Site Has Good Value
• Use sites like SEMRush & MajesticSEO to see if a blog has natural traffic already.
European Innovation Academy | P.J. Leimgruber | @misterpeej

33. SEMRush & Majestic SEO
SEMRUSH
• What search terms a site is
ranking for.
• Avg monthly visits from the
search engines.
• Rate of change over time (see if a
site is growing in popularity)
• AdW http://www.billhartzer.com/
wp-content/uploads/2014/03/
majestic-seo-logo.png ords
competition information.
• Great for competitor research!
Majestic SEO
• 0-100 normalized score for Trust/
Citation values. (strength of a
site)
• TONS of extended reporting like
which sites are linking to you
(or a competitor)
• Great for making informed
decisions about linked building
or guest blogging.
• Great for competitor research!
European Innovation Academy | P.J. Leimgruber | @misterpeej

34. DIY PR: Just Apply The Same Tactics
Many people blindly reach out to the
press and get a terribly low response
rate. The most valuable aspect to lean
PR is reaching out to the RIGHT
journalist and handing them a story on a
silver platter. Journalists also LOVE
exclusive coverage of something. If you
have data, or a piece of content that
you're willing to publish ONLY with them,
they'll be chomping at the bit!
European Innovation Academy | P.J. Leimgruber | @misterpeej

35. DIY PR: Strategy In A Nutshell
Step 1: Identify 20 journalists that talk about student founders, startups, etc!
Step2: Craft a compelling story. Maybe some data you collected, maybe the announcement of
your funded company
Step 3: Essentially write the story in bullet form for them. Let them turn into paragraphs. (It will
come out exactly like you wrote it)!
Step 4: Sell Exclusivity! Tell the journalist you'll give them an exclusive, but in return, you want
more control over the content and language.!
This can result in getting yourself or your company featured in a legit press outlet on the web
European Innovation Academy | P.J. Leimgruber | @misterpeej

36. Index of Sites/Tools Discussed
European Innovation Academy | P.J. Leimgruber | @misterpeej
• Google - discover blogs and places to get your content published.
• Buffer - Schedule Tweets in advance, and find relevant content to build a brand voice.
• SEMRush - Check sites organic search results over time, great way to see if a site/blog
has been infected with a Google penalty! Also good to spy on competitors.
• Majestic SEO - Gives you normalized metics on sites trust/citation value. Tons of others
tools/features like the ability check your backlinks to see who is linking to you. Paid
subscription has goodies that are well worth the $50.00 price tag.
• Mention.co - Great for social listening, alerts you when specific areas of interest are
mentioned. Try it!
• OutBrain - pay for content amplification per click. Gets your content featured in
“around the web” section of popular highly trafficked websites.

37. The Main Takeaways
Focus on building a brand online.
Use your knowledge to help the people of the internet,
Your contributions will be rewarded!
Thoughtful and insightful content gets shared because it
drives real value.
You can do it all yourself - you just have to be relentless.
Lean is awesome!
European Innovation Academy | P.J. Leimgruber | @misterpeej

38. -
www.neoreach.com | 407.923.1136 | 189 S. Orange Ave. Orlando, FL 32801
@misterpeej
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email me - pj@neoreach.com