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Build a Content Marketing Machine Workshop | Session 1


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It's no secret that marketing has changed. Traditional techniques no longer work like they used to. There is a solution, content marketing. Its success is driven by:

* Attracting visitors with content, search engines, and social media
* Optimizing customer conversion, nurturing, and retention
* Continually improving using deep analytics and insight

Over the course of this extended five-session workshop, we will present a complete system for marketing the right way. We will cover the strategies and tactics leaders are using to produce extraordinary results on today’s Internet.

This workshop will go beyond methodology, revealing an integrated suite of tools for building the ultimate content marketing platform.

Session 1: Get Strategic: How leaders are growing their business on the modern web

For a preview visit

Published in: Marketing
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Build a Content Marketing Machine Workshop | Session 1

  1. 1. Build a Content Marketing Machine Session 1: Strategy Increase Your Leads and Grow Your Business
  2. 2. Session 1: Get Strategic: How leaders are growing their business on the modern web Session 2: Manage Right: Building state-of-the-art websites that look great on all devices Session 3: Attract the Masses: Content, SEO, and social media that drives traffic and engagement Session 4: Convert More: Driving sales by optimizing lead conversion and customer retention Session 5: Work Smarter: Measuring and maximizing results with intelligent analytics
  3. 3. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. -Guy Kawaski
  4. 4.  Telemarketing = Caller ID & No Call Lists  Direct Mail = Junk Mail Blindness  TV Advertising = DVR / Netflix / Hulu  Radio Advertising = Sirius / XM / iTunes  Trade Publications = Blogs & Forums, etc. Marketing Effectiveness People are sick and tired of being interrupted and have become experts at blocking out marketers!
  5. 5. Who Moved My Customers?
  6. 6. Interrupt and Repeat Push Marketing Delight and Engage Pull Marketing
  7. 7. The "Inbound Process" Attract Convert Improve Delight your audience Delight stakeholders Do it better
  8. 8. A Typical Website's Structure Brochure Content Sales Leads Contact Us Form
  9. 9. The Inbound Process Principle #1: Attract
  10. 10. Attracting visitors is all about creating remarkable content. Remarkable content attracts links from other websites pointing to your website. Remarkable content is easily and quickly spread through social media - Twitter, Digg, Reddit and LinkedIn, among others. Remarkable content is the secret to ranking high in search engines year in and year out.
  11. 11. Creating A Great Attraction Website Attraction Content Wiki Photos Podcasts Videos Blogs Infographics Brochure Content Sales Leads Contact Us Form
  12. 12. 0 100 200 300 400 500 600 700 800 None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15 B2B B2C Blog Posts per Month traffic index Impact of blogging on website traffic Companies that blog 2-3 times a week get 3.5x more traffic than companies that don’t Source: HubSpot 2013 Marketing Benchmarks report
  13. 13. Blog Posts per Month new lead index Impact of blogging on new leads 0 200 400 600 800 1000 1200 1400 1600 1800 None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15 B2B B2C Companies that blog 2-3 times a week get 5.5x more new leads than companies that don’t Source: HubSpot 2013 Marketing Benchmarks report
  14. 14. Where to start? The best place to start is by reading other industry-related blogs, user forums or competitor websites. What do they say that interests you? What topics are they discussing? What information can you offer to help people?
  15. 15. What do great blogs offer? The ability to quickly post remarkable content. The ability to organize content by topic and offer additional resources to the reader. The ability for readers to engage with your business through commenting. The ability for readers to share your content with friends, family, bosses and co-workers. The ability to optimize your posts so that search engines can organize and rank them. The ability to incorporate responsive multimedia and design elements to provide a glossy look on all devices.
  16. 16. Quick Guide to Blogging: Setup your blog on YOUR domain (, Create remarkable content in different flavors (how-to’s, industry articles, links, guest blogs) with search-friendly, catchy titles. Promote your content through e-mail, newsletters, social media, and RSS digests. Start commenting on other people’s blog. Write often and be patient.
  17. 17. Social media has a 100% higher lead-to-close rate than outbound marketing. -State of Inbound Marketing 2012
  18. 18. Add Social Sharing To All Relevant Pages Social Media Website Allows users to share your content. Creates additional “bridges” to your website. Makes it easy for employees to share remarkable content.
  19. 19. Quick Guide to Sharing: Setup AddThis or ShareThis on all relevant pages of your website (all blog pages, press releases, news, events, bios, etc.) Setup your social profiles on all relevant social media sites (LinkedIn, Twitter, Facebook, Digg, Reddit etc.) When you create content within your blog, share your content with all your social media connections and ask co-workers/readers to do the same.
  20. 20. 44% of online shoppers begin by using a search engine. -Shopping and Personal Finance 70% of links users click on are organic, not paid. -Marketing Sherpa 60% of all organic clicks go to the top 3 search results. -Business2Community
  21. 21. Factors for Ranking Well: On-page SEO – Choosing the keywords that you want to eventually rank for; optimizing content, titles and writing effective page descriptions. Off-page SEO – Getting others to link to your content using keywords from your content. Code – Writing great code that structures your data in a way that search engines understand. URL Structure – Creating URLs that describe your content hierarchy. Content Structure– Correctly use body tags (headings, strong) & meta tags (title, description).
  22. 22. of users admit to making judgements about a company’s credibility based on their website’s design.75% of a website user’s first impressions are design-related.94% of B2B customers search the web before making a purchase decision.85% -Stanford Web Credibility Research
  23. 23. 2.9% 6.1% 10.9% 17.0% 28.9% 33.4% 0% 5% 10% 15% 20% 25% 30% 35% 40% 2010 2011 2012 2013 2014 2015* Percent of web pages served to mobile phones Growth of Mobile Web Use Source: For the first time, in 2014 Americans used smartphones & tables more than PC’s to access the Internet - comScore
  24. 24. 61% of people say they are likely to leave a site if it isn’t mobile friendly. -Gomez
  25. 25. 19.5% 46.6% gain loss On Apr 21, 2015, Google rolled out a mobile friendly update. Nearly half of non mobile webpages lost rankings. Mobile-Friendly Impacts SEO - Stone Temple Consulting
  26. 26. Making a Great Impression on Any Device Build your site’s theme using a responsive framework. rec: Twitter Bootstrap. Define breakpoints based on widths of popular screen sizes. phones (<768px), tablets (>768px), desktops (>992px), large screens (>1200px) Brand like a publisher; create a style guide for key design elements. Define how page layouts and design elements work for or each breakpoint.
  27. 27. Creating a Great Attraction Website High-impact look Style guide integration Multi-media responsive (mobile) Fast load time Impress Taxonomy Quality search Recommendations Social commenting Social sharing Subscribing Engage SEO Social sharing Feeds Email promotion Promote Brochure Content Sales Leads Contact Us Form Attraction Content
  28. 28. The Inbound Process Principle #2: Convert
  29. 29. A site that converts well allows marketers to focus less on generating huge amounts of traffic. Conversion is the science of getting users to take action. Conversion is what increases leads, sales and retention. It is important to provide multiple ways for visitors to engage versus simply calling or buying something from your site (subscribing to newsletter, downloading an eBook, etc.).
  30. 30. Nurturing Visitors to Customers Visit from Google Read a post Positive first impression Sales call Share on social Found post Highly valuable Give marketing permission Enticed by premium offer Impressed by premium offer Register for follow-up offer Impressed by followup offer willingness to engage depthofengagement
  31. 31. The Conversion Process Contact Us Form Sales Leads Attract Convert Improve Content Search Social Media Calls-To-Action Attraction Content Marketing Leads Nurturing Thank You PagesLanding Page
  32. 32. 0 100 200 300 400 500 600 None 1 to 5 6 to 10 11 to 15 16 to 40 Over 40 Leads Leads Landing Pages lead index Impact of landing pages on leads Companies that have 20+ landing pages get 3.5x more leads than companies with less than 5 Source: HubSpot 2013 Marketing Benchmarks report
  33. 33. Removing all navigation elements increases chance of form submittal. Landing Page Optimization Offer must be valuable enough for a person to share their personal information. Optimizing the number of form fields can significantly increase form submittals. Include a visual and a brief summary of the benefits of the offer.
  34. 34. CTA Examples
  35. 35. CTAs promoting eBooks get almost twice the click-through-rate as emails promoting webinars. Effective CTAs CTAs in contrasting colors to the website generate more clicks. Using matching action verbs on headlines and buttons is more effective than using different words. Matching CTA offers to the page’s subject and visitor interest dramatically increases click through.
  36. 36. Lead Nurturing search engines ToFu MoFu BoFu
  37. 37. Calls-To-Action Inbound Marketing Website Traffic Sources Content Conversion Audience Sales LeadsMarketing Leads Lead Nurturing Sales RequestToFu Offers Attraction Content Brochure Content Search EmailSocial Media
  38. 38. The Inbound Process Principle #3: Improve
  39. 39. Work smarter: Understand which activities produce better value. The Real Value of Metrics Drive results: Maintain focus on key performance indicators (KPI). Gain an edge: Leverage unique insight via intelligence gathering.
  40. 40. Install Google Analytics. Getting the Most From Analytics Use goals and valued events to measure all valuable activities. Tag users to track what key people are doing on your site. Use custom dimensions to track potentially meaningful page and visitor attributes.
  41. 41. What provides the most value?
  42. 42. Focus on KPIs
  43. 43. Insight through Intelligence
  44. 44. Marketing Automation Widgets & AppsSocial MediaAnalytics Visitor Intelligence Keyword scoring Keyword rankings ROI tracking Network scoring Clickback tracking Campaign scoring Clickthrough tracking Inbound Marketing Website Social shares Comments Video plays Impressions Clicks Conversions Traffic Valued events Goals Segmentation Page views Conversions Clickstream Segmentation Scoring Traffic Sources Content Conversion Audience Intelligence Sources Search Social Media Email Attraction Content Brochure Content Calls-To-Action ToFu Offers Sales Request Sales LeadsMarketing Leads Lead Nurturing
  45. 45. Thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: Twitter: @levelten_tom Blog: LinkedIn: