Experiencing content marketing burnout? Check out this presentation and learn strategies for sustainable content marketing.

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ERIK NEWTON
VP, MARKETING DEMAND GEN AT
BRIGHTEDGE
/in/ErikNewton
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SIGNS THAT YOU’RE BURNED
OUT
1. Lack of resources: writers,
editors, designers
2. The pressure of cadence and
freshness
3. Keeping up “chasing” trends
4. Technology changes and
impacts
5. Chasing the experts or getting
them to write
6. Not sure what is working
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“Am I just doing content for
content’s sake?”

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STEVE KRULL
CEO & CO-FOUNDER AT BFO
@SteveKrull
/in/SteveKrull
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NOW THAT WE’RE FRIENDS…
…I’m going to make a few assumptions
1. You Have Content
2. You Need Fresh Content
3. You Want Traffic
4. You Want Leads
5. You Want Conversions
6. You Want Revenue
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NEXT WE NEED SOME STUFF...
…You know, like Goals, Objectives & Strategy
• Goals – What you want to accomplish
• Objectives – How much you want to accomplish
• Strategy – How we’re going to succeed
Example
• Goal: Weight Loss
• Objective:Lose 15 LBS (In 3 months)
• Strategies: Go the gym
Consume fewer calories
• Measure: Go to the gym 5 days a week
Count 1900 calories per day
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UNLOCKING ENERGY FROM THE
SUN
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Harvest
Existing
Content
Reuse
Repurpose
Recycle
Sustainable
Content
Historical Content is Our Sun. Much like
the sun we can harvest its energy for other
uses.
• The Harvest
– Identify
– Inventory
• Something New
– The three Rs
• Practicing Sustainability
– Feeding the Machine

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MATRIX FIRST – CALENDAR
SECOND
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CASE STUDY SUN:
INSURANCE
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2014
Working with a client specializing
in insurance we mined their site
and archives for focused editorial
content
2015
Through re-purposing of content
(and maybe a little SEO) BFO drove an
increase in organic search traffic
of 380%

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HARNESSING THE POWER OF WIND
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Support from the Wind can carry our Content
far and wide. Think Social Media, Influencers
and Sponsored Content as the Wind beneath
our words*
*Gratuitous “Wind Beneath My Wings” humor

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MORE THAN JUST HOT AIR
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Amplified content is key to harnessing the
Wind. Achieve Fusion by tying all posts to the
Calendar and Matrix.
• Social Media
– Part of your plan
– Tie Social actions to audience
– Map posts to content
• Influencer Campaigns
– Match to Goals and Audience
– Reach out, Reach In, Be Friendly
• Sponsored Content
– Audience Targeting Made Easy!

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THE COOL BREEZE OF INFLUENCE
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• Easy to Identify
– Press
– Industry Analysts
– Hi-Profile Execs
• Harder to Identify
– Consultants
– Regulators
– User Communities
• Agencies Can Help!
– Technology
– Content Networks
– Influencer Agencies
Social Influence comes in many shapes and sizes. Your business and
campaign dictate what you need. Influencers amplify messages and
generate broader awareness.

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INFLUENCER EXAMPLES
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Agencies provide outlets you can use to build targets and work your
magic!

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SPONSORED CONTENT FOR THE
WIN(D)
You have got the Content, you’ve found the Influencers – Spend a
couple of bucks to find some Prospects!
• Sponsored Posts/Content generate more clicks
• Audience targeting improves engagement
• Content shows thought leadership
Sponsored Updates drive 5x more social interaction -
LinkedIn
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CASE STUDY WIND: B2B/RETAIL
• Leveraging Social Media in addition to
Sustainable Content, Arizona Tile traffic has
grown steadily Year over Year.
– 138% YoY increase in Social Referral traffic
• 88% YTD
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WATER BRINGS IT ALL TOGETHER
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I hate to do this, but I need to make one more
assumption…cool?
• Assumption – Sun & Wind are working
together wonderfully!
• Sun – Providing a constant source of
energy
• Wind – Amplifying our energy
• Water – Converting the energy

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WATERFALLS & WORKFLOWS
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Water is our workflow, turning good clean energy
into the electricity that runs the business – Leads!
• Remarketing
– Catch loose opportunities and pull them back in
– Target audiences & demographics very easily
• Marketing Automation
– The brains behind the operation
– Capturing Contacts and nurture until they are MQLs

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YOUR ENERGY FUNNEL
Water is our workflow, turning good clean content into the power that runs the
business – Contacts and Leads

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CASE STUDY WATER: HVAC
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The Need
• Traffic
• Leads
The Plan
• Content
• Paid Media
• Marketing Automation
The Results
• More than 60k Visits
• 1,300+ Contacts
• Increase Conversion Rate 800%

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WHERE WE STARTED: BURN
OUT
1. Lack of resources
2. Pressure
3. Keeping up
4. Technology
5. Chasing
6. Not sure what is working
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“Am I just doing content for
content’s sake?”

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WHERE WE FINISHED: REFRESHED!
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1. Resources – Needs Reduced
2. Pressure – Relieved
3. Keeping Up – A Plan
4. Technology – Tame the Beast
5. Chasing – Spend time Wisely
6. Not sure what is working
“My Content is Working for Me!”

26. LET’S WRAP IT UP
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SUN
WIND
WATER
• Sun
– Start small
– Start smart
– Just start
• Wind
– Align campaigns
– Align messages
– Be Intentional (but not annoying)
• Water
– Tune up Marketing Automation
– Build appropriate workflows
– Engage Sales to close loops

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Click 2 Win!
A GIFT FOR YOU
(OF COURSE THERE’S A SMALL HOOK)
http://info.befoundonline.com/SCM

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3 Great Reasons to say hello to BFO at Share ’16!
1. We’ll all be in San Francisco!
2. We have a great beat & we’re easy to dance to
3. Since #2 is so killer, we’ll stop there!
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Register
OK, REALLY JUST ONE MORE
THING!

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OK, NOW WE’RE DONE!
773.904.1342
Steve@BeFoundOnline.com
@SteveKrull
/in/SteveKrull
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