Jon Wuebben presented on nurturing audiences with content marketing. He discussed using content to optimize audiences' buying cycles, leveraging content archetypes to create serial content, and using growth hacking techniques like guest blogging. He also covered measuring audience engagement, using marketing automation for personalized emails, and case studies of how Shopify and AppCues successfully grew through content marketing. The presentation provided strategies for building loyalty and sales through relevant, optimized content.

1. Nurturing with the
Right Content to Build
Loyalty and Sales
IDW 2015
J O N W U E B B E N, C E O

2. Agenda
• Content Marketing – What you need to know
• The Dialogue Theory
• Optimizing Your Audience’s Buying Cycle
• Leverage Content Archetypes & Create Serial
Content
• Use External “Growth Hacks”
• Shopify & AppCues case studies
• Strategically Measure Audience Engagement
• Marketing automation 101
• Nurturing with Personalization
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3. My Story
• Graduated MBA, Thunderbird 1998
• Ford Motor Company – Dealer Marketing 1999-2002
• Founded copywriting agency in 2003
• Founded Content Launch in 2011
• Author, 2 content marketing books: 2008, 2012
• Next book, “FUTUREMARKETING”: Q1, 2016
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4. Content Launch
• First content marketing software built for the Enterprise
AND SMB’s (feature rich & affordable)
• Agency version: January, 2016
• Plan, create, launch, promote and measure any type of
content
• Editorial calendars, complete workflow tools,
distribution to 15 integrated platforms
• Connect with industry influencers to amplify content
• 300 content writers
• Integrates with Hubspot and Act-on.
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5. Lets Talk
Content Marketing
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6. What is Content Marketing?
@JonWuebben
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined
and understood target audience - with the
objective of driving profitable customer
action.
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7. Content Marketing Works
@JonWuebben
• $30 billion spent on content every year
• Marketers spend 25% marketing budget on content
marketing, 62% of companies outsource it
• 61% of consumers feel better about a company that
delivers custom content & will buy from that company.
• Blogs give sites 434% more indexed pages & 97% more
indexed links.
• B2B companies with blogs generate 67% more leads per
month on average than non-blogging firms.
• Avg cost to generate a lead through inbound
marketing ($143) is half the average for outbound
marketing ($373).
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8. @JonWuebben8

9. @JonWuebben9

10. Content Marketing Challenges
• $
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11. The Content Life Cycle
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12. Content Drives
Everything
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13. The Bottom Line
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14. The Eight Prong Approach
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1. Leverage testimonials and positive reviews
2. Use SEO to secure top placement in the search engines
3. Support your content building process with a free trial service
4. Guarantee your products and services
5. Monitor the competition
6. Actively pitch the media
7. Build partnerships with others in your industry
8. Get others to share your content socially
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15. What Content Needs to Do
Your content should be
compelling to readers, visible to
search engines, linkable to
partners, shareable through
social media, and transferable
to mobile devices.
WOW!
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16. Ensure Content Impact
• Reciprocity - Provide valuable, exclusive content
• Commitment and consistency - Get them to opt in and
stay true to your brand message.
• Consensus - Use reviews, case studies, and
testimonials to get them to believe—and buy.
• Affinity - If they like your company, they’ll buy from
your company.
• Authority - As an expert, you are a known authority, so
leverage it.
• Scarcity - People don’t want to miss out. So show
them what they could miss.
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17. Content Distribution Steps
1. Post it on your website with no strings attached. It’s
free and you require no personal information from
prospects
2. Blog about it
3. E-mail your in-house database
4. Post it on your social media profiles
5. Publish a press release (pitch it to the media too)
6. Create an ad campaign using banner and text ads
7. Reach out to popular and respected bloggers in your
industry and get them to blog about it
8. Mention it in your next monthly newsletter
9. Use it as a basis for a webinar or podcast episode
10. Produce a video about it
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18. Eight Steps to Content Success
1. You learn who your customer is and where the pain
points are.
2. You develop consistent, relevant content in multiple
channels.
3. You let go of all control, and let your ideas spread.
4. People share your ideas and link to your content.
5. People find your content through social media and
search engines.
6. Prospects and customers start relying on your
expertise—the relationship begins.
7. You become the trusted solutions provider in your
industry.
8. Your customers tell others about you.
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19. Content Marketing Goals
Make all of your content:
• Relevant—your content needs to be managed
throughout its entire life cycle
• Optimized and sharable—the search engines and
social networks are a key channel for your content
• Leverageable—content needs to serve multiple
roles & be used to inform other pieces of the content
universe
• Profitable—the success of content should be
partially measured by its impact on the bottom line
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20. Content Marketing Best Practices
1. Source content from everywhere within your company
2. Align “pain points” of prospects with content “cures “
3. Develop content that appeals to different types of
decision makers
4. Develop content for all three stages in the buying cycle
(awareness, consideration, purchase)
5. Develop great content in all the different formats and
channels
6. Use social media to build, connect, and grow
relationships
7. Seek to educate your prospects with compelling
content
8. Measure your content marketing progress
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21. @JonWuebben
Nurture with
Content
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22. 78% of customers believe
that businesses that
consistently create
content are interested in
building good
relationships
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23. The Dialogue Theory
• To get loyalty you need interactive content
• Researchers Michael Kent and Maureen Kent
• Came up with concept known as the “dialogue
theory”:
In order to build a loyal
community, you must establish
two-way communication.
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24. Great Ways to Attract
& Nurture a Loyal
Community
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25. Optimize Your Audience’s Buying Cycle
• The ideal buyer follows a cycle when making a
buying decision
• Today’s buyers: 65- 90% of the way through their
journey before they reach out to the vendor.
(Forrester)
• Understand the role that optimization plays in
each stage
• Higher chance of closing sale when you get to
the appropriate stage.
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26. Leverage Content Archetypes &
Create Serial Content
• To build a loyal audience, create serial content – the
typical “Part 1, Part 2” posts that bloggers publish.
• Blog post series keep readers coming back for more.
• Use the “content archetype” that produces the best
serial results.
• Example: case studies – one of 15 content types that
drive traffic – great choice for series of posts.
• Match your content to the buying cycle.
• Build momentum before publishing it
• Always have a small army of target readers ready and
willing to help spread your content
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27. C
• S
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28. Use External “Growth Hacks”
• “Growth hacking is a way that small companies
use analytical tools to analyze who is using their
product, and how, and then relentlessly pursue
growth for their businesses”.
TechBeach sees it as:
• “A marketing procedure primarily employed in
tech startups that uses creativity, social metrics
and analytical thinking as well as tools to sell
products and gain exposure”.
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29. Use External “Growth Hacks”
• Focus efforts for the good of your target
audience, science says they’ll reciprocate in kind
• If you want to build a loyal audience, putting other
people first will in turn inspire them to put you
first.
• External marketing strategies – guest blogging,
email outreach, and press releases – will
generate the most qualified audience for your
blog from social media
• Will net you 6.9 times more organic search traffic,
when they’re consistently implemented and
followed.
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30. Shopify Used Growth Hacking to
Acquire 160K Customers
• Grown 10X in 3 years, in part because they
placed content above everything else
• Their blog is active, promote their blog content
through social media networks.
• One post, “Mobile Now Accounts for 50.3 of All
Ecommerce Traffic” generated 4K social shares,
valuable comments & inbound links.
• Built a strong connection with other media sites:
Forbes, Entrepreneur & Business Insider
• Re-publish blog posts on these high-traffic
authority blogs to drive additional traffic to their
blog and increase member signup.
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31. Ensuring Success Using External
Factor Growth Hacking
1. Connect on a personal level – Impact more lives
with your content, your message and your brand
culture
2. Capture interest based on need – what does
your audience want to know about?
3. Get involved in the discussion – could be a
conversation, an argument, a debate or a chat
4. Drive an audience that believes in your project –
are they ripe for your message?
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32. AppCues: Masters of the Hack
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33. They Nurture with Amazing Emails
• S
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34. Asked for the Sale But They Don’t
Respond?
1. There are too many clicks and bumps to jump
through
2. You’re forcing the customer to do something
they really don’t want to (ie. register an account
before your visitor can buy)
3. You haven’t made it clear what to do next
4. You’ve lost your customer in the labyrinth that is
your web site
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35. Strategically Measure Audience
Engagement
• The key metric? SUBSCRIBERS
• Metrics that matter deal with:
• Activation (making sure that users have a
great experience when they visit your site)
• Retention (putting forth extra effort to
satisfy the audience and get them to come
back).
• That’s how a loyal audience is nurtured. It’s
not a one-and-done task – you’ve got to be
consistent.
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36. Marketing Automation 101
Example of a basic automated email workflow:
• Step 1: You send an email invitation to download your
latest ebook to a targeted list of contacts
• Step 2: You send a thank you note to all the people
that downloaded the offer
• Step 3: A few days later, you send a follow up email to
the list of people who downloaded the ebook, offering
them a case study relating to that topic
• Step 4: Finally, when someone downloads that case
study, your sales team will get a notification so they
can follow up with them (this person is now much more
qualified and is likely farther down the buying process)
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37. Nurture with Personalization
• Every day, you’re exposed to 2,904 media messages.
You pay attention to 52 and positively remember only
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• Experian: found that personalized emails increase
both transaction and revenue rates by 6x. They also
deliver 29% higher unique open rates and 41% higher
unique click-through rates.
• Personalize emails and landing pages
• Recipient name, sender name
• Images, Messaging & Calls to Action Based on
Persona or Behavior
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38. QUESTIONS?
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39. Contact Me
Jon Wuebben
(909) 437-7015 mobile
jon@contentlaunch.com
Twitter: @jonwuebben
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