My popular Content marketing presentation - Now in Turkish! (no just kidding Englis, but the version I gave at the Conversion Summit in Istanbul 2014)

1. 1
Conversion Summit Istanbul
Content Marketing
that converts

2. John Ekman
2
2
aka
The Chief Conversionista
aka
The Conversion Eagle
aka
The Conversion king of
Sweden

3. A lot has happened since then….
✓ Conversion Jam x 4
✓ Conversion Manager x 60
✓ 300 projects
✓ 15 employees

4. The brag slide
Media
4
E-Commerce
B2C
Leadgen
B2B
Leadgen

5. “87,65% of CEOs will
invest like crazy in
Content Marketing
Software”
Fartner Group
“Everyone and his mother will
jump onto Inbound marketing
before the end of last week”
Harasster Research

6. This shit is hot!
6

7. 7
Content
Marketing is
like sex in
high school

8. Don’t let Content
Marketing become
your Panikragg

9. My neighbour - Sven

10. Content Marketing
Inbound Marketing
Lead Generation
Marketing
Automation
Lead Nurturing
Drip Marketing

12. The ad agencies move in

13. 13
“We’ve made this great campaign which got us tons of new
visitors but it didn’t seem to generate much sales”

14. 14
14
The IT guys move in
MA

15. 15
The ever present dream of “Automation”
15
“Automobile”
Automated Manufacturing
Salesforce Automation

16. The biggest secret
of Marketing
Automation
- It’s not automated!

17. Don’t put the carriage in front of the horse
17

18. G.I.G.O.

19. 19
19
MA
When you see this
guy…..
….run to the door!

20. Why this thing called
“Inbound marketing”?
1. Buyers change
2. Media changes

21. 21
Do I have you full attention Sir?!

22. 22
Hello - Anybody home?

23. Your buyer
Most of it happens on the web
23
A very large part of the
prospect’s buying process
happens before you’re even
invited
23
Google it

24. 24
Purchased media is the premium you have to
pay because you don’t have loyal fans

25. 25
Content Marketing or Inbound Marketing
Instead of
Yelling about YOUR PRODUCTS AND SERVICES in purchased
media ...
... You create and distribute content that focuses on the
problems and challenges of your prospects.
Your prospects will search and find your content and then visit
your site / facebook page etc.
There you identify them and engage them in an ongoing
dialogue.

26. Prospect awareness scale
Unaware Problem Aware Solution Aware Product Aware Most Aware
26
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996
http://www.copyblogger.com/blog-selling/

27. 27
Your biggest problem?

28. The waspinator
28
“Ultra
Silent”
get rid of godamn wasps
“Non
poisonous”
“Eco
certified”
“Safe for
children”

29. 29
The language of your customers
Do you speak it?!

30. 30
Ping-pong?
Table Tennis?

31. Early stage content
31
Unaware Problem Aware Solution Aware Product Aware Most Aware

32. Ok Jean Claude
One more chance

33. Let’s start a blog!
33

34. Look
We f**k up too!!

36. “This is where web
sites go to die”
“This is the awful
black hole of the web,
it sucks out all light
from your web site”
“This the column of
the walking dead.
Web zombie land”
“No one ever clicked
here. They never will”

38. Case - Secmaker

39. “Whitepaper of the month”

41. Brian Dean - Backlinko
41
http://backlinko.com/increase-conversions

42. The cheese and the mouse trap
Thanks for the inspiration Andy Crestodina
42
Traffic Champions Conversion Champions

43. You need to plan your content
Absolutely, but….

44. Marketing Agility
44

46. 46
“Telia launches new profile”

47. 47
Newsletter at 8 on sunday morning!!!
Subject line: “Slept to late this morning?”

48. What’s going on?
48
“Sub
marine”
“Pig flu”

49. Content that Converted
49
http://conversionista.se/sl-ny-responsiv-sajt/
What’s this?

50. 50
Content that Converted

51. Content that Converted
51

52. And it don’t stop there
52

53. 15 People
2 Million Euro
O Sales people
We’re not even good at it!

54. Some people that got in touch with us
54

55. Your todo list
55
Stop yelling in your own language, start speaking
in your customers’
Kill the “whitepaper of the month” approach
Beware of the web site graveyard
Be agile or die
If it aint working, you’re doing it in the wrong place.

56. Tesukkur Ederim!
@conversionista
john@conversionista.se
www.conversionista.se
Always Be Converting!

57. E Commerce effectiveness tool
57
Get visitors to stay
Get visitors to a product page
Get visitors to a add to cart
Get visitorsncheck out
Bonus!