This document discusses how to create engaging and shareable content that delivers a return on investment. It provides tips on developing a content strategy, creating high-quality content targeted to specific audiences, pitching content to online editors, using a syndication strategy to amplify content, and measuring return on investment. Key points include developing audience personas and goals for a content strategy, focusing content on awareness, consideration or decision stages, targeting individual contributors and mid-level professionals, and tailoring content thematically for different affinity groups. Metrics for measuring success and ROI like leads, website visits and downloads are also covered.

1. How to Create Content that is
Engaging, Shareable and Delivers ROI

2. Natalie Stezovsky
VP
influenceandco.com
Tweet: @nstezovsky
Influence & Co. is a content marketing agency
that specializes in creating engaging content
that fuels companies’ content marketing efforts
and positions their key employees as
influencers in their industries.
David Fortino
SVP
netline.com
Tweet: @David__Fortino
Who Are We?
Netline Corporation Promotes Your Content with
the #1 B2B Content Syndication Lead
Generation Network.

3. Why We’re Here
We’ll cover various points, including:
Stats from The 2018
State of Digital Media
How to create
high-quality content
How to pitch your content
to online editors
The importance of a
syndication strategy
Stats from the 2018 State of B2B
Content Consumption and
Demand Report for Marketers
Measuring ROI

4. Stats from The 2018 State of Digital Media

5. Stats from The 2018 State of Digital Media
The Goal: Shareable, Engaging Content
Social shares Page views Time on site
How publication editors measure success:
69% 93% 75%

6. How to create high-quality content

7. How to create high-quality content
Have a documented content strategy
• Your audience persona
• Your marketing goals
• A content timeline
• A distribution strategy
Make sure your documented strategy includes:

8. How to create high-quality content
Establish what kinds of content you should be creating
TOP OF FUNNEL: Awareness
Purpose: to educate consumers and answer
their questions
MIDDLE OF FUNNEL: Consideration
Purpose: Be more tactical, start showing solutions
to problems
BOTTOM OF FUNNEL: Decision
Purpose: Be more promotional to show you are
the best solution to their needs

9. How to create high-quality content
Zero in on your audience
Create audience
personas
Identify needs,
questions, concerns
Know their job
titles and
requirements
Know what metrics
their success is
being measured by

10. Know what metrics their success is being measured by
1. Lead generation
2. Contact forms
3. Website visits
4. CTA clicks
5. Whitepaper downloads
6. SEO
7. Brand awareness
8. POV in the marketplace
How to create high-quality content
Zero-in on your audience

11. ED
How to create high-quality content
IDEA Communication
I AAre your ideas innovative? Do
they offer up something that
hasn’t been discussed a
million times before?
Include data to back up your
content, as it helps bolster
your argument and shows
you’re providing truthful,
reliable information.
Is your content educational by
nature? Focus on offering
knowledge to help your
audience make informed
decisions and come away
enlightened.
1. Industry-Leading 2. Data-Driven 3. Educational 4. Amusing
Your audience should enjoy
what they’re reading and stay
engaged. Walk the line
between insightful and
entertaining.

12. How to create high-quality content
Find where your audience is engaged
http://quiz.influenceandco.com/

13. How to pitch your content to online editors

14. How to pitch your content to online editors
The 5 elements of an effective email
1. Descriptive subject line
2. Friendly, personable introduction
3. Article summary (showcase how
your content is going to be valuable to
their audience)
4. Original, non-promotional content
79 percent of editors say the biggest problem with
guest content is that it’s too promotional - 2018
SODM Report
5. Respect the editor’s schedule and preferences
56 percent of editors said a full editorial calendar/
long editing queue is the biggest reason it takes
time to publish guest content. - 2018 SODM Report

15. How to pitch your content to online editors
The 5 elements of an effective email
Hi Natalie,
I hope you’ve had a great start to your week! My name is Meagan Nolte, and I’m a publication
strategist at Influence & Co. I have written an exclusive, non-promotional article for The Knowledge
Bank.
In my article, I offer advice to thought leaders and marketers about how they can reach out to editors
to get their content published online. I’ve included actionable tips about how to write the email so it's
more appealing for a busy editor to read, and I’ve provided examples of both good and bad emails.
I think this article would fit perfectly on your site. It helps further the conversation presented in
another article published a few months ago and will help provide your readers with a more well-
rounded knowledge of this topic.
My article and headshot are attached for you to review. Feel free to make any editorial changes that
you see fit, or let me know if there is anything else you need from me. I understand that you’re busy,
so I'll touch base with you on Monday if I don’t hear back from you by then.
Looking forward to hearing from you!
Exclusive Contributed Article Submission: Reaching Out to Editors

16. The importance of a syndication strategy

17. The importance of a syndication strategy
Giving your content a voice: amplify
• 8+ hours a day consuming content
• 500% increase by 2020
• 40,000 Google searches/second
• 456,000 tweets on Twitter/minute
• 156 million emails/minute
(The Content Code, Mark Schaefer); (Forbes, 2018)

18. Stats from 2018 State of B2B Content
Consumption and Demand Report for Marketers

19. Stats from 2018 State of B2B Content
Consumption and Demand Report for Marketers
The importance of a targeting strategy
1. Content consumption activity by
job level reported Individual
Contributors as the most active
professionals, generating nearly 30%
of total consumption activity.
2. Mid-level professionals drove the
majority of activity, including:
Managers and Directors.
3. Senior-level leadership accounted
for less than 15% of consumption
volume, including: VP (6%), C-level
(5%), and Senior Directors at (2%).

20. Stats from 2018 State of B2B Content
Consumption and Demand Report for Marketers
The importance of a targeting strategy
4. Those findings only compound
themselves within larger organizations. The
larger the organization, the less likely
senior leadership will be proactively
searching, engaging, and consuming
long-form content.
5. C-level takes 21% longer than
Managers to read content they’ve
requested

21. Stats from 2018 State of B2B Content
Consumption and Demand Report for Marketers
The importance of a targeting strategy
6. VPs are taking less time to consume
content they’ve requested compared to
last year
7. Takeaway: target and humanize.
Looking at TOFU preferences/interests
and tailor content thematically.
1. Technophiles
2. Shoppers
3. Lifestyles & Hobbies/Business Professionals
4. Banking and Finance
5. News Junkies
TOP 5 NETLINE ACTIVE AUDIENCE AFFINITY GROUPS
via Google Analytics

22. Measuring ROI

23. Measuring ROI
• Building a B2B model from
scratch
• Redeployed marketing team
• New SDR team
• Increased sales reps
• Content in paid search - social
is effective but slow
• Syndication moves fast -
qualified leads in just days
• 3,500 leads/month, no pre-
existing lead gen strategy in
place for B2B. SQL conversion is
35% of pipeline within 4 - 5
months.
• Yielded 1,560% ROI in 5
months of content syndication
on the NetLine network.
Challenge Solution Results

24. Visit: http://bit.ly/2AR4LHU
Report
2018 State of B2B Content
Consumption and Demand
Report for Marketers
eBook
9 Experts on Rethinking Demand
Generation
Resources
Netline
Visit: http://bit.ly/CaptureWithContent

25. Visit: https://offers.influenceandco.com/netline-promo
CONTENT STRATEGY
CHECKLIST
$500 OFF YOUR FIRST MONTH
OF SERVICES IF YOU SIGN
BEFORE NOVEMBER 23RD
DISTRIBUTION WHITEPAPER
2018 STATE OF DIGITAL
MEDIA WHITEPAPER
Resources
Influence & Co.

26. Questions?