SlideShare a Scribd company logo
1 of 62
How to Use Content &
an Influencer Network
to Grow Your Business
@LeeOdden
TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Minne-snowta
Photo: Minneapolis St. Paul Star Tribune
@LeeOdden TopRankMarketing.com
Photo: Lee Odden
Ah, That’s More Like It!
@LeeOdden TopRankMarketing.com
TopRankMarketing.com
MarketingBlog.com
Integrated Marketing
for B2B & B2C Brands
@LeeOdden
About Lee Odden & TopRank Marketing
OptimizeBook.com
@LeeOdden TopRankMarketing.com
Information Overload
90%
Every 2 Years
Source: IBM A Smarter Planet
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Competition is Increasing
Brands Publishing
34% F500
Source: UMass Dartmouth
Consumers Publishing
254 Million Blogs
Source: Tumblr / WordPress
Content
Marketing
Budgets
Social Media
Budgets
58%
Source: CMI / MarketingProfs Source: Advertising Age
58%
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Content Shock!
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Social Media Shock!
@LeeOdden TopRankMarketing.com
@LeeOdden TopRankMarketing.com
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Marketers: Do More With Less
@LeeOdden TopRankMarketing.com
Maybe It’s Time To
Catch A New Wave
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Brands Need to Move From
Mechanical to Meaningful
From Spray & Pray to
Building Relationships & Trust
@LeeOdden TopRankMarketing.com
Buyers Trust Experts
Expert Over Branded Content
• 88% Lift in Brand Familiarity
• 50% Lift in Brand Affinity
• 38% Lift in Purchase Intent
85%
Consumers seek out
trusted expert content
when considering a
purchase
@LeeOdden TopRankMarketing.com
Content Marketing Is Social
#1 Content
Marketing Tactic:
Social Media
@LeeOdden TopRankMarketing.com
Social Amplifies Content
Most Effective:
LinkedIn 62%
Twitter 50%
YouTube 48%
Slideshare 45%
Vimeo 40%
Facebook 30%
Pinterest 26%
Instagram 23%
Most Popular:
LinkedIn
Twitter, Facebook
@LeeOdden TopRankMarketing.com
Content Marketing Maturity
Stasis
Focus: status quo
Static
Few resources
Initial experiments
Brand centric
Production
Focus: quantity
Strategy
Process
Creation
“More is Better”
SEO centric
Utility
Focus: quality
Functional, useful
Customer focused
Refined process
Social centric
Storytelling
Focus: experience
Seek to dominate USP
Brand leadership
Optimized buy cycle
Integration
Multi & Omni Channel
Monetization
Focus: ecosystem
Marketing ROI
Content Publishing ROI
Syndication ROI
Services ROI
Scale
SEO Focused Social Networks & Influencers
@LeeOdden TopRankMarketing.com
Image: Shutterstock
@LeeOdden TopRankMarketing.com
“Influence is the swaying of
beliefs, behaviors or actions.”
Sam Fiorella, Author of Influence Marketing
“Influence is not racking up
50,000 Twitter friends.”
Anonymous.
OK, I admit it, it was me.
@LeeOdden TopRankMarketing.com
So, Where’s the Awesome
Wave With Content, Social
Media & Influence?
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Content & Influence
INSPIRE ACTION
Content = Influence = Content
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
4 Essential Content Types
Evergreen
Curated
Repurposed
Co-Created
@LeeOdden TopRankMarketing.com
Co-Created = Participation Marketing
Community Customers Thought Leaders
@LeeOdden TopRankMarketing.com
Opportunity & Hypothesis:
How to Solve Multiple Problems With
Co-Created Influencer Content To
Achieve High Impact Exposure, Grow
Networks with Influencers And Earn
Influence Ourselves?
@LeeOdden TopRankMarketing.com
360 Degrees of Win – Conference eBook
69k Views on SS
6 Months
140 Embeds
Objectives:
Promote the Event
Promote Speakers
Create a Resource for all Marketers
Asked 36 speakers for 1 tip as a preview to their presentation.
@LeeOdden TopRankMarketing.com
Influencer Content: Strategy & Tactics
MarketingProfs B2B Event
Audience: Midsize to large B2B
Marketers
Pain Point: Challenge of boring
in B2B – to stand out
Strategy: Align B2B event with
“Innovation”
Topic: B2B Marketing Innovation
Tactics: Thought Leader eBook,
interviews, blog posts,
social shares, image shares, contest
Featured on SlideShare
40,000 views before event
1,000+ social shares
100 embeds
Generated demand: search,
social
Referred 100+ to event inquiry
@LeeOdden TopRankMarketing.com
Social Media Marketing World 2014
Objectives:
Promote Conference Awareness, Signups, Highlight Speakers/Brands
46,000 Views on SS
1 Month
1,000’s of Shares
@LeeOdden TopRankMarketing.com
Brand Awareness & Affinity
153k Views
Objective: Grow awareness & affinity for Dell Social Media Solutions
Short interviews with 15 social media industry thought leaders
@LeeOdden TopRankMarketing.com
Hub and Spoke - Amplification
@LeeOdden TopRankMarketing.com
Influencer Networks @ Scale
Brand
Topic B Topic C
Topic D
Topic A
Topic E
@LeeOdden TopRankMarketing.com
8 Steps to Co-Created Social Content
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
What’s Your Hypothesis?
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
The Essential Goal for Social
Content Isn’t About Fans,
Friends & Followers…
It’s About
Being the Best Answer
For Your Customers
What Is Your Brand
“The Best Answer” For?
@LeeOdden TopRankMarketing.com
Goals for Co-Created Influencer Content
• Create affinity for your brand
• Creates demand, inbound
• Answers buyers’ questions
• Asset to optimize, socialize, publicize
• Creates influencer relationships
• Connect with prospects
• Grows social networks
• Supports marketing strategy
• Provides content to repurpose
• Creates value all around
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
LinkedIn Sophisticated Marketers Guide
Objectives: Grow affinity for LinkedIn
as a Marketing Solution, Lead Gen
Interviews with 8 marketing industry and LinkedIn
specific thought leaders, plus marketing best
practices tips from LinkedIn marketing staff.
Repurposed interviews & list of experts to blog post.
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Pick Your Topics
How do you want to be known, long term?
What does your brand stand for?
What do your customers care about? Sales cycle.
What topics will pull your customers closer to your
brand?
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Content Plan: Topics & Tactics
Themed Content Plans call for “content creation, curation,
repurposing and co-creation” throughout the year.
Anchor
Piece
Q1, 2014
Blog Posts
Thought
Leadership
Report
News
Anchor
Piece
Q2, 2014
Blog Posts
Thought
Leadership
Infographic
News
Anchor
Piece
Q3, 2014
Blog Posts
Thought
Leadership
Webinar
News
Anchor
Piece
Q4, 2014
Blog Posts
Contributed
Article
Video
News
Social, SEO, CRO, Monitoring
Topics &
Theme Tracks
Brand
Narrative
Utility
Story
Sales Cycle
@LeeOdden TopRankMarketing.com
Content Plan: Topics & Tactics
Influencer participation can be blended into your content
marketing mix.
Anchor
Piece
Q1, 2014
Influencer
Thought
Leadership
News
Anchor
Piece
Q2, 2014
Blog Posts
News
Anchor
Piece
Q3, 2014
Blog Posts
Thought
Leadership
News
Anchor
Piece
Q4, 2014
Contributed
Article
News
Social, SEO, CRO, Monitoring
Topics &
Theme Tracks
Brand
Narrative
Utility
Story
Sales Cycle
Influencer Influencer
Influencer
Influencer Influencer
Influencer
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit
influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Where Do Influencers Come In?
Topical focus - People who are
already authoritative, trusted and
effective for that topic.
Identify which of your content
projects would be a good fit for
co-creation with thought leaders.
- Webinars, eBooks, Interviews,
Lists, Reports, Contests, Media
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Where to Find Influencers?
• Influencer discovery tools
• Social Media listening tools
• Your industry participation
• Industry blogs, news, social
• Talk to your sales, public
relations & marketing staff
Start long BEFORE you need
them!
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Influencer Discovery Tools
@LeeOdden TopRankMarketing.com
Filter by content type
and date range
Buzzsumo.com – Social Shares & Influencers
@LeeOdden TopRankMarketing.com
Buzzsumo.com – Social Shares & Influencers
@LeeOdden TopRankMarketing.com
Keyhole.co – Event Influencers
@LeeOdden TopRankMarketing.com
Keyhole.co – Event Influencers
@LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Goals
Type of content
Influencers to target
Qualify: Topics,
engagement, scores
List: Name, title,
business, social nets
Image: Shutterstock
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Organize content
according to your target
topic & influencers
Design, organization =
metaphor or “hook”
Plan social amplification
in advance
Image: Shutterstock
@LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Create several pitch
messages according to
context:
• Email – Direct
• Network - Get introduced
• LinkedIn – InMail
• Twitter – DM
• Facebook - Message
Empathy: Focus on how
this will help them get
what they want
Be credible, create
credibility
Be succinct
Test & refine
Be patient – they’re
busy!
@LeeOdden TopRankMarketing.com
Co-Create Content
With An Influencer,
You Have a Friend for a Day
Help Upcoming Talent
Become Influential,
You’ll Have a Friend for Life
Don’t Just Borrow Influence – Give It!
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Some of My Favorite Tools:
LinkedIn
GoogleDocs
Evernote
Most Important Tools:
Empathy, Creativity, Enthusiasm,
Genuine Interest
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Inspire Participation & Promotion
• Set expectations
• Give examples: contributions &
success
• Communicate a timeline
• Give advance preview
• Pre-write social shares
• Make it easy to share, embed,
blog
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Performance Monitoring, Optimization
Track EVERYTHING
 Research
 Collection
 Creation
 Promotion
 Outcomes
• Social Monitoring
• Web Analytics
• Platform Analytics
@LeeOdden TopRankMarketing.com
1. Define goals
2. Select topics
3. Identify type of content & mix
4. Find, qualify & recruit influencers
5. Plan & co-create content
6. Inspire participation & promotion
7. Performance measurement &
ongoing optimization
8. Continue relationships
@LeeOdden TopRankMarketing.com
Maintain & Enhance Relationships
Connect via social networks (Twitter,
LinkedIn)
Create Twitter lists, Google+ circles,
Paper.li, List.ly for each influencer group
Monitor and share their content, engage
Shortlist them for other projects
Ask for opinions, reviews, advice
Offer opt-in opportunities
Connect in person!
@LeeOdden Image: Shutterstock TopRankMarketing.com
@LeeOdden TopRankMarketing.com
Takeaways
1
2
3
Grow your influencer network BEFORE you
need them
Use content to create value for influencers
to gain influence for yourself
Content is the short term gain, but the
relationships are where the gold is
@LeeOdden TopRankMarketing.com
Thank You!
@LeeOdden
lee@toprankmarketing.com
TopRankBlog.com
OptimizeBook.com
Need Help Developing a Content
Marketing Program? Contact Us:
1-877-872-6628 - @TopRank

More Related Content

What's hot

B2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New CustomersB2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New Customers
eMarketer
 
Optimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsOptimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for Conversions
Kissmetrics on SlideShare
 

What's hot (20)

Higher Education Website Design: Branding & User Experience | Oneupweb
Higher Education Website Design: Branding & User Experience | Oneupweb  Higher Education Website Design: Branding & User Experience | Oneupweb
Higher Education Website Design: Branding & User Experience | Oneupweb
 
5 trends-every-cmo-should-know-august-2017
5 trends-every-cmo-should-know-august-20175 trends-every-cmo-should-know-august-2017
5 trends-every-cmo-should-know-august-2017
 
The 2018 State of Digital Marketing
The 2018 State of Digital MarketingThe 2018 State of Digital Marketing
The 2018 State of Digital Marketing
 
B2B Influencer Marketing Activation - Lee Odden
B2B Influencer Marketing Activation - Lee OddenB2B Influencer Marketing Activation - Lee Odden
B2B Influencer Marketing Activation - Lee Odden
 
Participation Marketing - Content Co-Creation,  Influencers & Integration for PR
Participation Marketing - Content Co-Creation, Influencers & Integration for PRParticipation Marketing - Content Co-Creation, Influencers & Integration for PR
Participation Marketing - Content Co-Creation,  Influencers & Integration for PR
 
2018 Content Marketing Predictions
2018 Content Marketing Predictions2018 Content Marketing Predictions
2018 Content Marketing Predictions
 
Creating sponsored content posts that earn engagement
Creating sponsored content posts that earn engagementCreating sponsored content posts that earn engagement
Creating sponsored content posts that earn engagement
 
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just Links
 
Content Marketing in Australia 2017: Budgets, Benchmarks and Trends
Content Marketing in Australia 2017: Budgets, Benchmarks and TrendsContent Marketing in Australia 2017: Budgets, Benchmarks and Trends
Content Marketing in Australia 2017: Budgets, Benchmarks and Trends
 
ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power o...
ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se.  The Power o...ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se.  The Power o...
ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power o...
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
Content Marketing Predictions 2017
Content Marketing Predictions 2017Content Marketing Predictions 2017
Content Marketing Predictions 2017
 
Content Marketing Strategic Workshop Presentation
Content Marketing Strategic Workshop PresentationContent Marketing Strategic Workshop Presentation
Content Marketing Strategic Workshop Presentation
 
B2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New CustomersB2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New Customers
 
29 Content Marketing Secrets e-book
29 Content Marketing Secrets e-book29 Content Marketing Secrets e-book
29 Content Marketing Secrets e-book
 
The Confluence Equation: Where B2B Content & Influencer Marketing Meet
The Confluence Equation: Where B2B Content & Influencer Marketing MeetThe Confluence Equation: Where B2B Content & Influencer Marketing Meet
The Confluence Equation: Where B2B Content & Influencer Marketing Meet
 
Optimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsOptimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for Conversions
 
Digital Convergence: Integrated Marketing & Public Relations
Digital Convergence: Integrated Marketing & Public RelationsDigital Convergence: Integrated Marketing & Public Relations
Digital Convergence: Integrated Marketing & Public Relations
 
10 Remarkable Discoveries About Inbound Marketing in Europe
10 Remarkable Discoveries About Inbound Marketing in Europe10 Remarkable Discoveries About Inbound Marketing in Europe
10 Remarkable Discoveries About Inbound Marketing in Europe
 

Viewers also liked

CharityComms Guide to Social Media for Charities: Part Two
CharityComms Guide to Social Media for Charities: Part TwoCharityComms Guide to Social Media for Charities: Part Two
CharityComms Guide to Social Media for Charities: Part Two
CharityComms
 

Viewers also liked (20)

Why invest in influencer marketing
Why invest in influencer marketingWhy invest in influencer marketing
Why invest in influencer marketing
 
Augment Content Marketing with Influencer Strategy
Augment Content Marketing with Influencer StrategyAugment Content Marketing with Influencer Strategy
Augment Content Marketing with Influencer Strategy
 
Meet the Influencers: Web Summit 2015
Meet the Influencers: Web Summit 2015Meet the Influencers: Web Summit 2015
Meet the Influencers: Web Summit 2015
 
10 Tips for Modern Marketers to Thrive
10 Tips for Modern Marketers to Thrive10 Tips for Modern Marketers to Thrive
10 Tips for Modern Marketers to Thrive
 
5 Ways Influencers Help You Sell (Social Selling)
5 Ways Influencers Help You Sell (Social Selling)5 Ways Influencers Help You Sell (Social Selling)
5 Ways Influencers Help You Sell (Social Selling)
 
Social Media Engagement is Not a Strategy
Social Media Engagement is Not a StrategySocial Media Engagement is Not a Strategy
Social Media Engagement is Not a Strategy
 
Influencer Engagement: 15 Ways to Fail & 25 Ways to Win
Influencer Engagement: 15 Ways to Fail & 25 Ways to WinInfluencer Engagement: 15 Ways to Fail & 25 Ways to Win
Influencer Engagement: 15 Ways to Fail & 25 Ways to Win
 
An introduction to Social Media for Charities
An introduction to Social Media for CharitiesAn introduction to Social Media for Charities
An introduction to Social Media for Charities
 
Social media for charities
Social media for charitiesSocial media for charities
Social media for charities
 
Science in social media
Science in social mediaScience in social media
Science in social media
 
The Science of Social Media
The Science of Social MediaThe Science of Social Media
The Science of Social Media
 
Science of Social Media Building Organizational Capacity Keynote
Science of Social Media Building Organizational Capacity KeynoteScience of Social Media Building Organizational Capacity Keynote
Science of Social Media Building Organizational Capacity Keynote
 
Engage Donors Year Round with Social Data
Engage Donors Year Round with Social DataEngage Donors Year Round with Social Data
Engage Donors Year Round with Social Data
 
Mixing Art and Science for Content Marketing Success
Mixing Art and Science for Content Marketing SuccessMixing Art and Science for Content Marketing Success
Mixing Art and Science for Content Marketing Success
 
#RoadToRyerson: How to Run An Impactful Social Media Campaign
#RoadToRyerson: How to Run An Impactful Social Media Campaign #RoadToRyerson: How to Run An Impactful Social Media Campaign
#RoadToRyerson: How to Run An Impactful Social Media Campaign
 
How to work in social media
How to work in social mediaHow to work in social media
How to work in social media
 
5 Vital Classes of Content: A Framework for B2B Content Success
5 Vital Classes of Content: A Framework for B2B Content Success5 Vital Classes of Content: A Framework for B2B Content Success
5 Vital Classes of Content: A Framework for B2B Content Success
 
CharityComms Guide to Social Media for Charities: Part Two
CharityComms Guide to Social Media for Charities: Part TwoCharityComms Guide to Social Media for Charities: Part Two
CharityComms Guide to Social Media for Charities: Part Two
 
Starting Influencer Engagement
Starting Influencer EngagementStarting Influencer Engagement
Starting Influencer Engagement
 
Social Soup - Understanding Influence in Alcohol Marketing
Social Soup - Understanding Influence in Alcohol MarketingSocial Soup - Understanding Influence in Alcohol Marketing
Social Soup - Understanding Influence in Alcohol Marketing
 

Similar to How to Use Content & Influence to Grow Your Business

Inbound marketing university-intro-to-inbound-marketing_dd
Inbound marketing university-intro-to-inbound-marketing_ddInbound marketing university-intro-to-inbound-marketing_dd
Inbound marketing university-intro-to-inbound-marketing_dd
dotsanddata
 
Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...
Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...
Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...
G3 Communications
 
Connecting With More Leads via Inbound & Outbound
Connecting With More Leads via Inbound & OutboundConnecting With More Leads via Inbound & Outbound
Connecting With More Leads via Inbound & Outbound
G3 Communications
 
InboundWriter - DivvyHQ Webinar 5-23-12
InboundWriter - DivvyHQ Webinar 5-23-12InboundWriter - DivvyHQ Webinar 5-23-12
InboundWriter - DivvyHQ Webinar 5-23-12
InboundWriter
 
How to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
How to Focus on Inbound Marketing Using Content + Social Media, by Shelly KramerHow to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
How to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
Y'all Connect
 

Similar to How to Use Content & Influence to Grow Your Business (20)

Modular Content: How to Repurpose Content Personalized for Target Audiences
Modular Content: How to Repurpose Content Personalized for Target AudiencesModular Content: How to Repurpose Content Personalized for Target Audiences
Modular Content: How to Repurpose Content Personalized for Target Audiences
 
AddThis Webinar: Capturing Inbound Leads with Contributed Content
AddThis Webinar: Capturing Inbound Leads with Contributed ContentAddThis Webinar: Capturing Inbound Leads with Contributed Content
AddThis Webinar: Capturing Inbound Leads with Contributed Content
 
How to Create Content that is Engaging, Shareable and Delivers ROI
How to Create Content that is Engaging, Shareable and Delivers ROIHow to Create Content that is Engaging, Shareable and Delivers ROI
How to Create Content that is Engaging, Shareable and Delivers ROI
 
How to Win Friends and Influence the Influencers - TopRank Marketing
How to Win Friends and Influence the Influencers - TopRank MarketingHow to Win Friends and Influence the Influencers - TopRank Marketing
How to Win Friends and Influence the Influencers - TopRank Marketing
 
7 Steps to Creating Engaging Content
7 Steps to Creating Engaging Content7 Steps to Creating Engaging Content
7 Steps to Creating Engaging Content
 
Inbound marketing university-intro-to-inbound-marketing_dd
Inbound marketing university-intro-to-inbound-marketing_ddInbound marketing university-intro-to-inbound-marketing_dd
Inbound marketing university-intro-to-inbound-marketing_dd
 
Content Marketing Optimization - TopRank Marketing
Content Marketing Optimization - TopRank MarketingContent Marketing Optimization - TopRank Marketing
Content Marketing Optimization - TopRank Marketing
 
Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...
Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...
Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content ...
 
Optimized Blogging That Inspires Action
Optimized Blogging That Inspires ActionOptimized Blogging That Inspires Action
Optimized Blogging That Inspires Action
 
Intro to Pinterest and Instagram Marketing
Intro to Pinterest and Instagram MarketingIntro to Pinterest and Instagram Marketing
Intro to Pinterest and Instagram Marketing
 
Mix LinkedIn and Content Marketing to Influence Buying Decisions
Mix LinkedIn and Content Marketing to Influence Buying DecisionsMix LinkedIn and Content Marketing to Influence Buying Decisions
Mix LinkedIn and Content Marketing to Influence Buying Decisions
 
Connecting With More Leads via Inbound & Outbound
Connecting With More Leads via Inbound & OutboundConnecting With More Leads via Inbound & Outbound
Connecting With More Leads via Inbound & Outbound
 
Content Optimization: How To Integrate Search, Social And Inbound To Drive De...
Content Optimization: How To Integrate Search, Social And Inbound To Drive De...Content Optimization: How To Integrate Search, Social And Inbound To Drive De...
Content Optimization: How To Integrate Search, Social And Inbound To Drive De...
 
Modern Lead Generation Strategies & Techniques To Supercharge Your Pipeline I...
Modern Lead Generation Strategies & Techniques To Supercharge Your Pipeline I...Modern Lead Generation Strategies & Techniques To Supercharge Your Pipeline I...
Modern Lead Generation Strategies & Techniques To Supercharge Your Pipeline I...
 
Building a social strategy
Building a social strategyBuilding a social strategy
Building a social strategy
 
InboundWriter - DivvyHQ Webinar 5-23-12
InboundWriter - DivvyHQ Webinar 5-23-12InboundWriter - DivvyHQ Webinar 5-23-12
InboundWriter - DivvyHQ Webinar 5-23-12
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing Plan
 
Lead Your Industry: Data-Driven Strategies to Build Influence through Guest C...
Lead Your Industry: Data-Driven Strategies to Build Influence through Guest C...Lead Your Industry: Data-Driven Strategies to Build Influence through Guest C...
Lead Your Industry: Data-Driven Strategies to Build Influence through Guest C...
 
How to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
How to Focus on Inbound Marketing Using Content + Social Media, by Shelly KramerHow to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
How to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
 
Influencing The Influencers: Top Trends & Best Practices For B2B Marketers
Influencing The Influencers: Top Trends & Best Practices For B2B MarketersInfluencing The Influencers: Top Trends & Best Practices For B2B Marketers
Influencing The Influencers: Top Trends & Best Practices For B2B Marketers
 

More from TopRank Marketing Agency

More from TopRank Marketing Agency (20)

Break Free of Boring B2B Marketing - TopRank Marketing
Break Free of Boring B2B Marketing - TopRank MarketingBreak Free of Boring B2B Marketing - TopRank Marketing
Break Free of Boring B2B Marketing - TopRank Marketing
 
How Best Answer Content Drives B2B Marketing Results
How Best Answer Content Drives B2B Marketing ResultsHow Best Answer Content Drives B2B Marketing Results
How Best Answer Content Drives B2B Marketing Results
 
The Business of Influence - B2B Influencer Marketing eBook
The Business of Influence - B2B Influencer Marketing eBookThe Business of Influence - B2B Influencer Marketing eBook
The Business of Influence - B2B Influencer Marketing eBook
 
Your Marketing Golden Ticket
Your Marketing Golden TicketYour Marketing Golden Ticket
Your Marketing Golden Ticket
 
Big Brand Influencer Marketing - Trends, Case Studies, Best Practices
Big Brand Influencer Marketing - Trends, Case Studies, Best PracticesBig Brand Influencer Marketing - Trends, Case Studies, Best Practices
Big Brand Influencer Marketing - Trends, Case Studies, Best Practices
 
B2B Influencer Marketing - Hype or Hope for B2B?
B2B Influencer Marketing - Hype or Hope for B2B?B2B Influencer Marketing - Hype or Hope for B2B?
B2B Influencer Marketing - Hype or Hope for B2B?
 
Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful...
Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful...Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful...
Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful...
 
How to Win at B2B Influencer Marketing
How to Win at B2B Influencer Marketing How to Win at B2B Influencer Marketing
How to Win at B2B Influencer Marketing
 
[eBook] How to Build Your B2B Marketing Empire From the Ground Up
[eBook] How to Build Your B2B Marketing Empire From the Ground Up[eBook] How to Build Your B2B Marketing Empire From the Ground Up
[eBook] How to Build Your B2B Marketing Empire From the Ground Up
 
How GREAT Marketers Win at Digital Advertising
How GREAT Marketers Win at Digital AdvertisingHow GREAT Marketers Win at Digital Advertising
How GREAT Marketers Win at Digital Advertising
 
Content Marketing Ideas! How to Find the Best Stories to Tell Your Customers
Content Marketing Ideas! How to Find the Best Stories to Tell Your CustomersContent Marketing Ideas! How to Find the Best Stories to Tell Your Customers
Content Marketing Ideas! How to Find the Best Stories to Tell Your Customers
 
[eBook] Easy-as-Pie Content Planning
[eBook] Easy-as-Pie Content Planning[eBook] Easy-as-Pie Content Planning
[eBook] Easy-as-Pie Content Planning
 
The Power of Influence in B2B Marketing - MME16
The Power of Influence in B2B Marketing - MME16The Power of Influence in B2B Marketing - MME16
The Power of Influence in B2B Marketing - MME16
 
How a Great Marketer Befriends an Influencer
How a Great Marketer Befriends an InfluencerHow a Great Marketer Befriends an Influencer
How a Great Marketer Befriends an Influencer
 
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
 
Measuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessMeasuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office Success
 
Making Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingMaking Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your Marketing
 
Participation Marketing for PR: PRSAICON 2015 Lee Odden
Participation Marketing for PR: PRSAICON 2015 Lee OddenParticipation Marketing for PR: PRSAICON 2015 Lee Odden
Participation Marketing for PR: PRSAICON 2015 Lee Odden
 
Be the Best Answer - Crescendo Webinar by Lee Odden
Be the Best Answer - Crescendo Webinar by Lee OddenBe the Best Answer - Crescendo Webinar by Lee Odden
Be the Best Answer - Crescendo Webinar by Lee Odden
 
Evolution of Public Relations Through Content Marketing - Congreso PRORP
Evolution of Public Relations Through Content Marketing - Congreso PRORP  Evolution of Public Relations Through Content Marketing - Congreso PRORP
Evolution of Public Relations Through Content Marketing - Congreso PRORP
 

Recently uploaded

How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
Victoria Olsina
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
mikehavy0
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
infoobataborsi24
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Abdulsamad Lukman
 

Recently uploaded (20)

Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
 
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
Iranian Strikes on Israel  Assessing the Impact and Implications.pptxIranian Strikes on Israel  Assessing the Impact and Implications.pptx
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership area
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
The Essence of Mothers Celebrating the Heart of the Family.pptx
The Essence of Mothers Celebrating the Heart of the Family.pptxThe Essence of Mothers Celebrating the Heart of the Family.pptx
The Essence of Mothers Celebrating the Heart of the Family.pptx
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfTAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
 
Killer Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionKiller Packaging__Published in PrintAction
Killer Packaging__Published in PrintAction
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Resumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital StrategistResumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital Strategist
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
 

How to Use Content & Influence to Grow Your Business

Editor's Notes

  1. Lee Odden - @LeeOdden CEO TopRank Online Marketing http://www.toprankmarketing.com Social Media Marketing World 2014 How to Use Content & and Influencer Network to Grow Your Business Companies are investing in content marketing and social media more than ever, yet in an age of information overload, standing out on the social web can require unreasonable budgets and resources. But what if you could hack your way to the spotlight by helping everybody win? Operating with minimal resources, a growing number of marketers are creating better quality content that gets shared more often, reaches more readers and grows their influencer network - all at the same time. In this presentation you will learn how to identify, romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand.
  2. http://www.ibm.com/smarterplanet/us/en/business_analytics/article/it_business_intelligence.html
  3. http://www.tumblr.com/about http://en.wordpress.com/stats/ http://www.umassd.edu/cmr/socialmediaresearch/2013fortune500/ http://www.emarketer.com/Article/B2B-Marketers-Up-Spend-on-Content-Mobile-2014/1010541/2
  4. http://www.shutterstock.com/pic.mhtml?id=108238136&src=id
  5. Image source: http://www.shutterstock.com/pic.mhtml?id=90869015&src=id
  6. http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/
  7. http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/
  8. http://www.shutterstock.com/pic.mhtml?id=141959713&src=id
  9. http://www.shutterstock.com/pic.mhtml?id=145165861&src=id
  10. http://www.shutterstock.com/pic.mhtml?id=119008471&src=id
  11. http://www.shutterstock.com/pic.mhtml?id=106533320&src=id
  12. http://www.shutterstock.com/pic.mhtml?id=104079719&src=id
  13. http://www.shutterstock.com/pic.mhtml?id=151044248&src=id
  14. http://www.shutterstock.com/pic.mhtml?id=134310326&src=id
  15. http://www.shutterstock.com/pic.mhtml?id=153513356&src=id
  16. http://www.shutterstock.com/pic.mhtml?id=81911536&src=id
  17. http://www.shutterstock.com/pic.mhtml?id=174336374&src=id