We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.

5. 50,000 Impressions
1% CTR - (500 Visitors)
$6.00 CPC
30 Demo Requests - 6% Conversion Rate
10 Demonstrations - $300 / Demo
1 Customer - $3,000 Cost Per Customer

6. 50,000 Impressions
.5% CTR - (250 Visitors)
$6.00 CPC
75 Downloads - 30% Conversion Rate
($20 ea)
9 Demonstrations - $300 / Demo
($166)
3 Customers - $500 Cost Per Customer

13. One Year Later:
!
Organic Traffic - 30%
Engagement +150%
Inbound Links: +40%
Social Sharing +100%
Sales +185%

15. B2B Training Software Company
!
8 Months Later - Customer Acquisition:
!
1.2x the cost
1.5 x as long….
!
!
……..wait for it

16. B2B Training Software Company
!
8 Months Later - Customer Acquisition:
!
Spent 2x as much
Stayed 5X as long
2X more likely to share
!
!

19. Be'Found'
Meet'Demand'
Creates'Demand'
Differen;ates'
Generate'
Awareness'
Create'
Trust'
“You;lity”'
SEO'
Inbound'
Marke;ng'
Awareness'Builder'
Creates'
Evangelists'
Changes'Beliefs'
Nurture'Change'
Thought'Leadership'
Storyteller'

20. Financial Services Strategy Firm
!
Be'Found'
Generate'
Awareness'
The Plan
• Website: Daily - 3 “How To” Articles
• Blog: “The World’s Largest FAQ” Post
Meet'Demand'
• Social: Daily posts on FB, Twitter Etc..
Creates'Demand'
• LinkedIn: Company Page, Blog Posts
Differen;ates'
Create'
Trust'
!“You;lity”'
From Good to Better:
SEO'
Inbound'
Marke;ng'
Changes'Beliefs'
!
Nurture'Change'
SEO Results: Top 10 across 20 keywords
• Websites - 25% increase in traffic
• Blog: 100% increase in traffic
Thought'Leadership'
Storyteller'
• Social: Thousands of likes, 5K followers
•
Awareness'Builder'
Creates'
Evangelists'
!

21. Financial Services Strategy Firm
!
Meet'Demand'
Create'
Trust'
“You;lity”'
The Plan
• More traffic didn’t actually = better results
• SEO results are great - but who cares?
Creates'Demand'
• Realized - Less content and more
Differen;ates'
“tentpole pieces” and re-use provided
Creates'
better quality traffic, helped sales more.
Evangelists'
Changes'Beliefs'
!
Nurture'Change'
From Better to Great:
!
•
Thought'Leadership'
•
•
!
Research studies (6-8 weeks of production)
Storyteller'
Aggregate client data (quarterly, yearly)
Industry/Influencer expertise

22. Be'Found'
Meet'Demand'
Creates'Demand'
Differen;ates'
Generate'
Awareness'
Create'
Trust'
“You;lity”'
SEO'
Inbound'
Marke;ng'
Awareness'Builder'
Creates'
Evangelists'
Changes'Beliefs'
Nurture'Change'
Thought'Leadership'
Storyteller'

23. Financial Services Strategy Firm
!
•
•
•
•
Average Approx 100 Subscribers
Passionate Subscribers
Top 5 reason for renewal
4 New engagements from new clients
!
!
•
•
•
•
!
!
“You Are The Program” Conference
150 Attendees (Limited)
Waiting list now
25 new projects (hallway conversations)

24. Be'Found'
Meet'Demand'
Creates'Demand'
Differen;ates'
Generate'
Awareness'
Create'
Trust'
“You;lity”'
SEO'
Inbound'
Marke;ng'
Awareness'Builder'
Creates'
Evangelists'
Changes'Beliefs'
Nurture'Change'
Thought'Leadership'
Storyteller'

26. DEVELOP TWO IDEAS
!
A FIRST STEP -
IMPROVEMENT TO AN EXISTING APPROACH
!
!
!
!
AN IDEA FROM GOOD TO GREAT
OUT OF THE BOX