The document discusses content marketing capabilities for franchise development. It defines content marketing as communicating valuable information to potential franchisees without direct selling to establish trust and brand awareness. Benefits include lead generation and search engine optimization. An inbound marketing process is described involving attracting visitors with content, converting them to leads, and closing with content like testimonials. Content marketing should be integrated with PR and other strategies. Various content examples and services are listed.

1. Content Marketing Capabilities
Fishman PR

2. Overview
• What is Content Marketing?
• Benefits of Content Marketing
• Inbound Marketing for Franchise Lead
Generation
• Content Marketing Integration
• Content Marketing Examples
• Content Marketing Services List

3. Content marketing is the new way to market franchise opportunities.
Traditional advertising methods just don’t cut it any more.
What is content marketing for franchise development?
Content marketing for franchise development is the practice of
communicating with prospects without selling. Instead of hard selling your
franchise opportunity, you are delivering information that makes your
potential franchisee more intelligent. The core of this content strategy is the
belief that if you, as a franchise brand, deliver consistent, ongoing valuable
information to prospects, you will be rewarded with their investment in your
brand.
WHAT IS CONTENT MARKETING?

4. • Brand Awareness: Providing content of interest to potential
franchisees will keep your brand top of mind.
• Search Engine Optimization: Search engines reward companies that
publish high quality, optimized content on a consistent basis. Search
rankings drive traffic to your website.
• Establish Expertise & Trust: Providing valuable information to your
prospective franchisees without direct selling, establishes your
brand as a trusted expert.
• Lead Generation: Content is key to converting inbound traffic to
leads.
BENEFITS OF CONTENT MARKETING

5. Attract Convert Close
Stranger Visitors Leads Franchisee
INBOUND MARKETING FOR FRANCHISE LEAD GEN
The Content Marketing Process

6. Attract Convert Close
Stranger
Attract prospects to your website or blog
using the following techniques…
1. Blogging- Creating high quality content that is
optimized for SEO. Content should be not be
overtly promotional at this stage.
2. PR- Raising awareness of the brand and franchise
opportunity.
3. Paid Ads- Targeted social ads, PPC campaigns, etc.
4. Marketing- Use offline marketing tactics to drive
website traffic
5. Social Media- Networking through channels like
LinkedIn
6. Word of Mouth- If your franchisees are happy,
they will tell others about the opportunity
INBOUND MARKETING FOR FRANCHISE LEAD GEN

7. Close
Convert site visitors to leads with content
marketing…
Content- Offer high quality content that highlights the value
proposition of your franchise opportunity. Content should be
offered as an incentive to fill out a lead generation form. The
type of content downloaded and the information collected in
the form will help qualify the interested party.
Example Content:
Profiles of successful franchisees
Industry specific report
Franchise report
Convert
Visitors Leads
INBOUND MARKETING FOR FRANCHISE LEAD GEN

8. Close
Franchisee
Use content marketing techniques
to close the deal…
1. Email- Email drip campaigns tailored for the
type of lead or segment.
2. Retargeting ads- PPC retargeting ads can serve
content like a link to a franchisee testimonial or
industry information rather than a more
traditional ad.
From here, your franchise sales staff takes over.
INBOUND MARKETING FOR FRANCHISE LEAD GEN

9. Convert Close
CONTENT MARKETING INTEGRATION
Attract
Stranger
Convert
Visitors Leads
Your content marketing strategy must be integrated with your PR and marketing
strategies.
1. Consistent Messaging: In order to effectively market your franchise opportunity, messaging must
be consistent across all channels. You content marketing, PR and marketing teams must work
together to get the franchise message to prospects.
2. PR and Marketing Support: PR and marketing are critical to the first phase of the content
marketing process. They should be used to drive “strangers” to the website where they are
exposed to the content that will either weed them out or convert them to leads.
3. PR & Validation: PR is essential in the conversion process. Franchise prospects will use search
engines to do their due diligence in researching a franchise opportunity. Discovering press
coverage about the brand validates and acts as a third party endorsement of the franchise
opportunity. Media coverage or a lack of is a factor in converting site visitors into leads.

10. Brand Hub (blogging)
Target: Property Owners
Objective: Customer Retention
Tactics: Write unique, in depth articles on topics of
interest to property owners.
The blog is the 4th most trafficked landing page on
the website. We promote the blog with
bi-monthly enewsletters to their customer base.
EXAMPLES OF CONTENT MARKETING

11. Brand Hub
Target: Utility Company Executives and Program Managers
Objective: Brand Awareness, Establishment of the brand as an expert in
conservation products.
Tactics: Write unique, in depth articles on topics of interest to utility
company executives and program managers.
Brand Hub
Target: Law Enforcement, Funeral Directors, Crime Victims, Property
Owners
Objective: Brand Awareness, Lead Generation, Search Engine
Optimization
Tactics: Write unique, in depth articles on topics of interest to Law
Enforcement and other target audiences, distribute content via
eNewsletters and online outreach..
EXAMPLES OF CONTENT MARKETING

12. Infographic
Target: Law Enforcement
Objective: Brand Awareness & Referrals, Inbound Links for Keywords
Tactics: Pitch infographic to online influencers, authoritative websites & blogs.
Newsletter/email Campaign
Target: Property Owners
Objective: Customer Retention
Tactics: Send property owners a
monthly newsletter with links to the
brand hub where they can share
content with their networks.
EXAMPLES OF CONTENT MARKETING

13. Animated Demonstration Videos
Target: Customers with questions about the crime scene cleaning
process
Objective: Provide answers to common concerns, sales, SEO
Tactics: Created a series of animated videos to explain the client’s
process, online distribution of optimized video content for search
engine ranking benefits
EXAMPLES OF CONTENT MARKETING
Documentary Short
Target: Prospective clients and their families, media
Objective: Provide insight into the benefits of having professional in
home care for dementia patients vs. trying to do it yourself
Tactics: Created a moving short documentary about a patient, her
family and their caregiver to educate the public and generate media
interest on the topic.
*Animation and complex video production projects can be added for an additional fee

14. EXAMPLES OF CONTENT MARKETING
Online Media Outreach
Target: Links to client brand hub from
authoritative websites
Objective: SEO, LEAD GENERATION
Tactics: Created an infographic and pitch
around Halloween and blood cleanup and
conducted outreach to influential online
sites. UMV: 45+ Million
The placement resulted in a huge spike in
website traffic.

15. EXAMPLES OF CONTENT MARKETING
Franchise Development Campaign- Blog, eMail Marketing, Online Outreach
Target: Franchise Brokers
Objective: Keep the franchise opportunity top of mind with brokers through
engaging, informational and “ego baiting” content. Increase the number of
franchise deals done through broker networks.
Tactics: Created a blog specifically for franchise brokers, offer content that
they care about, post content to the broker portals, create email drip
campaigns targeted to brokers with useful information to help them sell the
franchise opportunity to prospects.

16. CONTENT MARKETING SERVICES LIST
Research & Strategy:
Target Market Research and Evaluation
Buyer Persona Development
Keyword Research
Inbound Marketing Strategy
Platform and Tool Selection
Development:
Blog Design and Development
Inbound Marketing for Franchise Lead Generation
Content Development:
• Blog Post Writing
• Website Copy
• White Papers
• eBooks
• Byline Articles
• eMail Design & Writing
• eNewsletter Design & Writing
• Franchise Reports
• Virtual Brochure Design & Writing
• Photography
• Video Production
• Graphic Design
• Infographic Development and Design
• Podcast Creation
Management & Reporting:
Platform and Tool Management
E-mail Campaign Management
eNewsletter Management
Social Media Management
Monitoring, Tracking, Reporting