PR & SEO: The Ultimate Content Marketing Power Couple

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From the B2B Content2Conversion Conference, with: Lauren McNiff, Sr. Marketing Programs Manager, Strategic Accounts, Glassdoor

#C2C16
Partnering with PR & SEO to
Amplify Your Content
Presented by
Lauren McNiff

#C2C16
Introduction
Lauren McNiff
Sr. Marketing Manager, Strategic Accounts

#C2C16
to help people everywhere find
a job and company they loveMission:

#C2C16
§ Both disciplines are founded
upon storytelling
§ Foundation to influence through
owned and earned media
§ Goal is to reach the right
people with the right message
What Do PR & Content Have in Common?

#C2C16
Tip #2 – Become a Trustworthy Source for Content

#C2C16
§ 88,409 page views
§ 5,945 SlideShareviews
§ 70% CTR on email
Tip #3 – Pick Controversial Content,
but Not Too Controversial…

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§ #1 eBook downloaded
in 2015 out of 27 eBooks
§ #1 in sales pipeline
§ #1 in closed revenue
Tip #4 – Use Data to Fuel Your Stories

#C2C16
§ 66% higher click to open rate
than any other event email
§ Trended nationally on Twitter
§ Reached 2.5M Twitter users
§ Received over 6,800 tweets
Tip #5 – Create Content That Can Go Viral

#C2C16
1. Sync frequently
2. Become a trustworthy source for content
3. Pick controversial content, but don’t be too controversial
4. Use data to tell your stories
5. Co-promote across all of your channels and audiences
to increase virality
5 Tips to Partnering with PR

#C2C16
What Do Content & SEO
Have in Common?

#C2C16
§ Focused on using
the right keywords
§ If you create the
most links, they will
come
§ Reaching the
right people at the
right time with the
right message

#C2C16
Tip #7 – Create One Unified Content Hub

#C2C16
Tip #8 – Make Your Content Searchable

#C2C16
Tip #9 – If You Link It, They Will Come

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Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

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This document summarizes a presentation on using incentive programs to accelerate partners' digital transformation. It discusses assessing the current state of partners' demand generation and skills, aligning incentive programs to partners' sales processes and the buyers' journey, and developing a framework to incentivize key partner activities and behaviors at individual and company levels. The framework involves identifying target activities, tagging them as influencing individuals or companies, selecting appropriate incentive types, applying benchmark incentive rates, and measuring programs. The goal is to use incentives to drive partners' marketing certification, demand creation, opportunity registration, deal closing, and renewals behaviors.

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The document discusses the 5 stages of a partner's journey: 1) Awareness, where a partner explores new products, technologies or vendors. 2) Consideration, where a partner evaluates options. 3) Decision, where a partner selects what to move forward with. 4) Experience, where a partner engages in a relationship. 5) Growth, where success is achieved and the partner continues investing in the relationship. It emphasizes that partners have power and build solutions, and that 60% of a solution provider's decisions are made before engaging with a vendor.

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

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Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

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Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

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Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

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2. #C2C16 Introduction Lauren McNiff Sr. Marketing Manager, Strategic Accounts

3. #C2C16 to help people everywhere find a job and company they loveMission:

4. #C2C16 § Both disciplines are founded upon storytelling § Foundation to influence through owned and earned media § Goal is to reach the right people with the right message What Do PR & Content Have in Common?

5. #C2C16 Tip #1 – Get on the Same Page

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7. #C2C16 § 88,409 page views § 5,945 SlideShareviews § 70% CTR on email Tip #3 – Pick Controversial Content, but Not Too Controversial…

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10. #C2C16 Recap

11. #C2C16 1. Sync frequently 2. Become a trustworthy source for content 3. Pick controversial content, but don’t be too controversial 4. Use data to tell your stories 5. Co-promote across all of your channels and audiences to increase virality 5 Tips to Partnering with PR

12. #C2C16 What Do Content & SEO Have in Common?

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21. #C2C16 Success Will Come

22. #C2C16 Thank you!

23. #C2C16