This presentation was given for OH Tech, Ohio's Technology Association on how to blog to drive leads and sales. Touching on everything from search optimization, social media, content marketing to marketing automation and lead conversion.

1. THINK SMART. ACT BOLD.

2. OUR GOAL IS
REVENUE

3. REVENUE MAPPING

4. CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPC
LANDING
PAGES
SALES
FOLLOW UPS
TRADITIONAL
TRADE SHOW
DIRECT MAIL
WORKSHOPS

5. VALUE IS KING
Help me solve a problem
Teach me something new
Tell me a story
Show me something I’ve never seen before
Make me laugh, or cry, or cheer

6. PERSONA FOCUSED VALUE
If it doesn’t fit their need,
it is a huge hole in your funnel.

7. KNOW YOUR AUDIENCE
Go deep and don’t guess.

9. The best place to hide
a dead body is page 2
of search results

11. Know What Matters

12. REVENUE MAPPING

13. Let’s bring it all together.
HOW TO
CREATE UNIQUE &
ENGAGING CONTENT.

14. Recap: Why content?
 SEARCH OPTIMIZATION
 BUILD AUTHORITY
 EARN TRUST
 STAY ENGAGED
 LEADS & SALES

15. GREAT
CONTENT
INBOUND
LINKS
SEARCH
RANK
SOCIAL
REACH
E-MAIL
LISTS

16. WHERE GREAT
CONTENT HAPPENS
Valuable
Unique
Targeted

17. How great content is made
1. Know your AUDIENCE
2. Leverage your EXPERTISE
3. Have ACCOUNTABILITY
4. Distribute, Optimize, &
ENGAGE

18. KNOW YOUR AUDIENCE
Write for your target audience
because if you write for everyone, you’re
writing for no one.

19. They are in the e-commerce industry.
Their position is CIO.
Their pain: website doesn’t integrate with the ERP or
inventory management and provide valuable reports.
CHOOSE ONE OR MORE
Their need is right now.
audience

20. How real-time inventory tracking
Improves the e-commerce experience.
TARGETED &
VALUABLE
ARTICLE
DOWNLOAD
2015 e-commerce survival guide
RELEVENT
E-BOOK
DOWNLOADENTER YOUR E-MAIL
audience

21. CREATE CONTENT YOUR
AUDIENCE LOVES
audience
There are tons of different types of media to
leverage:
- Blog/ editorial
- E-books
- Articles
- How-To Lists
- Video
- Whitepapers
- Case Studies
- Calculators/ tools

22. TARGET, TARGET, TARGET.
Create Specific Focuses

23. LEVERAGE YOUR
EXPERTISE
You are subject-matter experts, own it.

24. No one wants to be sold to, they want someone to solve
their problem.
Your service fills a need because of your expertise.
Leverage it.
You’ve done the work of identifying and solving their
issues.
DON’T SELL, SOLVE.
expertise

25. LEVERAGE EXPERTISE
expertise
Give your readers something that adds value
immediately.
- Help them sell more
- Teach them to improve their process
- Save them time

26. HOLD YOURSELF
ACCOUNTABLE
If you fail to plan, you plan to fail.

27. CONTENT PLANNING
accountability
Create a calendar and follow through.

28. DEDICATE TIME
accountability
Set yourself and your team up for success
by setting aside time for content creation,
and stick to it.

29. DISTRUBUTION CHANNELS

30. Hootsuite/ Buffer
Twitter/ LinkedIn / Facebook
ShareThis / Stumbleupon
DISTRIBUTION
distribution

31. GET
SOCIAL
Build your reach with your own
content, curated and interaction.
Follow and engage with influencers.
Ask employees to participate.
Use #hashtags.
distribution

32. THINK SMART. ACT BOLD.