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Integrated Content Marketing - ROW Roadshow

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Content marketing has emerged as the top methodology online leaders are using to grow their digital footprint and sell their products and services. There are many moving pieces to doing content marketing the right way. So it's no wonder that so many organizations from startups to the fortune 500 are struggling to bring it all together.

In this presentation, we will walk through a complete framework and set of proven best practices for marketing the right way. We will cover the strategies and tactics leaders are using to produce extraordinary results on today’s Internet.

For those just now exploring content marketing, you will learn how it all fits together and essential steps to get started quickly. For experienced digital marketers, we have mixed in a lot of data, trends and advanced tips. Whether you are working on in-house websites or for an agency, everyone will take away high impact ideas for developing websites that generate results.

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Integrated Content Marketing - ROW Roadshow

  1. 1. Integrated Content Marketing
  2. 2. 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 [content] marketing. -Guy Kawaski
  3. 3. The Customer Buying Cycle has changed. People don’t respond to ads, pitches & brochures – they research Today, organizations that win provide the information people are truly looking for to make an informed decision What do you win? • More eyeballs, more mindshare • You define what they need • You are the trusted expert • Number & quality of leads go up • Higher close rates and shorter sales cycles 85% of B2B and 81% B2C shoppers research online before buying. -Stanford Web Credibility & Retailing Today
  4. 4. http://www.flickr.com/photos/wwworks/864731205 Interrupt and Repeat Push Marketing flickr.com/photos/38659937@N06/5752344624/ Delight and Engage Pull Marketing
  5. 5. Customer Journey Awareness Research ConsiderationDecision Advocacy
  6. 6. A Typical Website's Structure Brochure Content Sales Leads Contact Us Form
  7. 7. The Process attract convert improve buy (in) engage build brand engage build brand
  8. 8. Attract
  9. 9. Attracting visitors is all about creating remarkable content. Builds trust, in particular credibility and self- orientation 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.
  10. 10. Creating A Great Attraction Website Attraction Content Wiki Photos Podcasts Videos Blogs Infographics Brochure Content Sales Leads Contact Us Form
  11. 11. 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
  12. 12. 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
  13. 13. Blogging Quick Start: Setup your blog on YOUR domain (yourdomain.com/blog, blog.yourdomain.com). 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 reading & commenting on other people’s blog. Write often and be patient.
  14. 14. Checklist: Blogging 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.
  15. 15. Attract: Promote SEO Social sharing Feeds Email promotion Promote Brochure Content Sales Leads Contact Us Form Attraction Content Remarkable Content
  16. 16. 85% of B2B and 81% B2C shoppers research online before buying. -Stanford Web Credibility & Retailing Today 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 60% of consumers start their research on a search engine. -Retailing Today
  17. 17. Checklist: SEO 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).
  18. 18. Social media has a 100% higher lead-to-close rate than outbound marketing. -State of Inbound Marketing 2012
  19. 19. 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.
  20. 20. Checklist: Social 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.
  21. 21. Build Brand part 1 - research
  22. 22. The Trust Equation C + R + I T = S Credibility Reliability Intimacy Self-Orientation I believe they can… I believe they will… I feel they get me. I feel they care about… Expertise Consistency Connectedness Giving Source: The Trusted Advisor, David Maister et al. Words Content Direct Actions Experience Indirect Trust is built through repeated positive experiences
  23. 23. Direct Trust Building Source: The Trusted Advisor, David Maister et al. Weak Strong Credibility saying you are an expert publishing your expertise Reliability saying you are reliable testimonials, case studies, reviews Intimacy corporate speak human voice Self-Orientation selling sharing telling demonstrating Brochure Content Sales Leads Contact Us Form
  24. 24. Indirect Trust Building Look & Feel Professional Consistent Emotional connect Usability Intuitive Power features Performance Fast loading pages mobilefriendlyDesktop Phones Tablets
  25. 25. 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
  26. 26. 61% of people say they are likely to leave a site if it isn’t mobile friendly. -Gomez
  27. 27. Attract: Impress High-impact theme Styled layouts Multi-media Fast load time Responsive Impress SEO Social sharing Feeds Email promotion Promote Brochure Content Sales Leads Contact Us Form Attraction Content Remarkable Content
  28. 28. impression quadrant battle won war won battle lost war lost positivenegative short-term long-term passive active rational emotional
  29. 29. Remarkable Attraction High-impact theme Styled layouts Multi-media Fast load time Responsive 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 Remarkable Content
  30. 30. Build Brand part 2 - consideration
  31. 31. Sections x Interest blog videos podcasts wiki Attraction Offerings products services faq staff Assurance Builders testimonials case studies reviews Conversion Offers inquiry premium offer newsletter Interest
  32. 32. Remarkable Attraction High-impact theme Styled layouts Multi-media Fast load time Responsive 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 Remarkable Content Offerings Assurance builders
  33. 33. Convert
  34. 34. 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.).
  35. 35. 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
  36. 36. 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.
  37. 37. 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
  38. 38. CTA Examples
  39. 39. 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.
  40. 40. Build Brand part 3 – nurturing
  41. 41. Lead Nurturing search engines ToFu MoFu BoFu
  42. 42. 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
  43. 43. Improve
  44. 44. 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.
  45. 45. 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.
  46. 46. What provides the most value?
  47. 47. Focus on KPIs
  48. 48. Insight through Intelligence
  49. 49. 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
  50. 50. Open Enterprise Quick Start www.resultsorientedweb.com/quick-start
  51. 51. THE RESULTS ORIENTED WEB ROADSHOW resultsorientedweb.com Releasing Open Enterprise v4 Kick off Aug 18th 6:00pm The Molecule Effectgithub.com/levelten/oe4-pantheon
  52. 52. Thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken

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