Jon Wuebben's presentation discusses how to nurture loyalty and sales through content marketing. It covers optimizing content across the customer buying cycle, leveraging content archetypes to create serial content, using growth hacking techniques like guest blogging, and measuring engagement through subscriber metrics. The presentation also discusses how companies like Shopify and AppCues have successfully used these content marketing strategies.
Content marketing workshop presentation from Joe Pulizzi from the Content Marketing Institute - presented at IACC's annual meeting. Contains the 10 steps to success in content marketing.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Online PR and Reputation Management 2015Eoin Kennedy
Online PR course covering changes in the media, SEO press releases, media trends, social journalism and pitching, online video, content curation, surfacing content, Newsjacking, Native Advertising, Strategy, Social Media Platforms, Listening and Monitoring and Crisis Management.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
Content marketing workshop presentation from Joe Pulizzi from the Content Marketing Institute - presented at IACC's annual meeting. Contains the 10 steps to success in content marketing.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Online PR and Reputation Management 2015Eoin Kennedy
Online PR course covering changes in the media, SEO press releases, media trends, social journalism and pitching, online video, content curation, surfacing content, Newsjacking, Native Advertising, Strategy, Social Media Platforms, Listening and Monitoring and Crisis Management.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
Getting Started with Content Marketing - Workshop for Greenhouse GrowerJoe Pulizzi
Workshop from Joe Pulizzi, Content Marketing Institute, for the greenhouse grower audience. Includes definitions of content marketing, content marketing research, and multiple case studies on finding your "why" with content marketing.
MediaWhiz's SEO experts offer their best practices, tactics and techniques for effective search engine visibility and lead-generation success with content marketing.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Defining your social media omni-channel strategy Social Circle
Topic: Defining your social media omnichannel strategy
Do you need a strategy per social channel? Yes, you do.
Why you need an omnichannel strategy
Understanding your audience by channel
Creating your objectives – marketing & social
How to define the purpose of each of your social channels what content you’ll require to fuel this strategy.
This is a basic presentation on what is public relations and how companies have been using it for so long. Below are some key takeaways
# The Message - every company has a story
# Define your story
# Identify your audiences
# Communicate your story
# Understand the media tools
Listen, Engage, Grow: How to Construct Social CommunitiesCision
You have fans and followers, but what about real business results? Drive social PR success by turning your audience into an engaged community.
Discover how to cultivate community across the social networks you rely on with Cision’s Senior Social Media and Media Relations Manager Stacey Miller and Account Manager Blake Baker.
See how to:
• Drive real business results using social lists and other segmentations
• Increase brand awareness by cultivating media and influencer communities
• Understand what makes your target audience tick, and how to engage them
• Develop and visualize KPIs to assess results with Cision social monitoring
Sales and Marketing Executive's Workshop: Content Marketing for SalesJacquie Chakirelis
Jacquie Chakirelis and Amy Neumann from Advance Digital/Northeast Ohio Media Group offer advice and tips for sales organizations on implementing content marketing strategies to increase sales and develop better relationships with customers.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
Getting Started with Content Marketing - Workshop for Greenhouse GrowerJoe Pulizzi
Workshop from Joe Pulizzi, Content Marketing Institute, for the greenhouse grower audience. Includes definitions of content marketing, content marketing research, and multiple case studies on finding your "why" with content marketing.
MediaWhiz's SEO experts offer their best practices, tactics and techniques for effective search engine visibility and lead-generation success with content marketing.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Defining your social media omni-channel strategy Social Circle
Topic: Defining your social media omnichannel strategy
Do you need a strategy per social channel? Yes, you do.
Why you need an omnichannel strategy
Understanding your audience by channel
Creating your objectives – marketing & social
How to define the purpose of each of your social channels what content you’ll require to fuel this strategy.
This is a basic presentation on what is public relations and how companies have been using it for so long. Below are some key takeaways
# The Message - every company has a story
# Define your story
# Identify your audiences
# Communicate your story
# Understand the media tools
Listen, Engage, Grow: How to Construct Social CommunitiesCision
You have fans and followers, but what about real business results? Drive social PR success by turning your audience into an engaged community.
Discover how to cultivate community across the social networks you rely on with Cision’s Senior Social Media and Media Relations Manager Stacey Miller and Account Manager Blake Baker.
See how to:
• Drive real business results using social lists and other segmentations
• Increase brand awareness by cultivating media and influencer communities
• Understand what makes your target audience tick, and how to engage them
• Develop and visualize KPIs to assess results with Cision social monitoring
Sales and Marketing Executive's Workshop: Content Marketing for SalesJacquie Chakirelis
Jacquie Chakirelis and Amy Neumann from Advance Digital/Northeast Ohio Media Group offer advice and tips for sales organizations on implementing content marketing strategies to increase sales and develop better relationships with customers.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
PAY NEVER AKA bootstrap-the-VC business model for software web services compa...Omar Mohout
The "PAY NEVER" model is perfect for consumer web & app companies without a clear monetization strategy, that is if you have the (financial) runway to gain traction. The focus is users, users and users.
However, the only place in the world to finance this model is Silicon Valley as it requires very deep (VC) pockets hence the name: bootstrap-the-vc model.
These 10 slides explain all you need to know about this business model
Marketing industry leader and author Jon Wuebben reveals the future of the marketing practice in his new book, Future Marketing: Winning in the Prosumer Age. Jon is the Founder & CEO of Content Launch, a content marketing platform.
The Indian market is changing fast. Internet growth is mainstreaming among the young population of India and the mobile access is growing in leaps and bounds. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. More and More people are going online in India, with more than 200 Million people connected as on December 2013, digital content that they use is playing an ever-growing role in their lives. The focus of this presentation is to give a statistical overview of this market and is a compilation of proprietary data and a lot of research reports on the market. It gives a sense of scale India has seen so far and gives a sense of direction of the scale of what is coming.
This session is about using personalization and automation to give them exactly what they need, when they need It.
If you want to meet someone and build a relationship, you need to provide consistent value to that person over time. When it comes to content, the exact same thing applies to a business, but here is the kicker: very few companies actually do this right. Imagine if you tried to pitch someone your products at a cocktail party or asked someone to marry you on the third date. It wouldn’t work, right? And you wouldn’t even try it. But this is what so many companies do every single day.
The answer? You need to nurture it! By personalizing the experience, providing content that they actually want and then using the magic and ease of automation, you can completely change the way you connect with both prospects and customers… and the way they connect with you.
As the Founder of a content marketing software company, Jon Wuebben, has first hand knowledge of what it takes to nurture with content. In fact, the biggest surprise he had during the product’s beta process was finding out just how much content…and what types of content…were necessary in order to get someone to sign up and ultimately buy. If you want to learn how to do the same exact thing for your business, this is for you.
This presentation was given at Information Development World on October 2, 2015.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for 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.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
These slides and embedded videos help professors teach social media marketing. This week's topic is social media and mobile marketing strategy planning. The Powerpoints take students through the content marketing process along with data and examples.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
Sendible: How To Build An Effective Content Strategy WebinarSendible Web
Join Sendible's Luke Knight as he shows you how to implement a successful content marketing strategy using original content and social media to drive highly targeted traffic back to your website.
With a few easy steps, he'll show you how you can turn your Sendible account into an effective content marketing engine that uses the power of social media and quality content to drive leads through your funnel.
Sendible: How To Build An Effective Content Strategy WebinarSendible
Join Sendible's Luke Knight as he shows you how to implement a successful content marketing strategy using original content and social media to drive highly targeted traffic back to your website.
With a few easy steps, he'll show you how you can turn your Sendible account into an effective content marketing engine that uses the power of social media and quality content to drive leads through your funnel.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Managing a Growing Social Media Strategy - APACSysomos
As social media becomes more engrained in your business, a solid social strategy can be complicated. How can you keep up with what works best in today’s constantly changing environment? How do you connect your regions and teams to gain visibility across paid media campaigns on social?
Social media channels have grown beyond Facebook, Instagram and YouTube. Channels such as WeChat and Weibo have different tactics and best practices that your teams based in the United States and Europe want visibility into.
View this presentation to learn tips from the pros on growing your social media strategy. We’ll cover 10 tips that successful brands follow, and explore best practices for taking social media to the next level as your social footprint grows.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Four-part social media training series. Social Media Training Series: Marketing & Sales; Customer Service; Leveraging Social Communities; Tracking and Analyzing. Social media communities; community outreach, community engagement.
Presented by digital marketer Genia Stevens.
Visit her at:
belwahmedia.com
https://www.forbes.com/sites/forbesagencycouncil/people/geniastevens1/
http://linkedin.com/in/gvstevens
Contact Genia if you need a speaker: genia@belwahmedia.com
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
2 @JonWuebben
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
3 @JonWuebben
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.
4 @JonWuebben
6. What is Content Marketing?
6 @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.
7. Content Marketing Works
7 @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).
14. The Eight Prong Approach
14 @JonWuebben
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
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!
15 @JonWuebben
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
17 @JonWuebben
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
19 @JonWuebben
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
20 @JonWuebben
22. 78% of consumers
believe that businesses
that consistently create
content are interested in
building good
relationships
22 @JonWuebben
23. The Dialogue Theory
• To get loyalty you need interactive content
• Researchers Michael Kent and Maureen Kent
• Developed 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
26 @JonWuebben
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”.
28 @JonWuebben
29. Use External “Growth Hacks”
• Focus efforts on 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 6.9x more organic search traffic,
when they’re consistently implemented and
followed.
29 @JonWuebben
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% 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.
30 @JonWuebben
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?
31 @JonWuebben
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
34 @JonWuebben
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.
35 @JonWuebben
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)
36 @JonWuebben
37. Nurture with Personalization
• Every day, you’re exposed to 2,904 media messages.
You pay attention to 52 and positively remember only
4
• 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
37 @JonWuebben