1. Create & Execute a Marketing Strategy for
Lead Gen & Demand Gen
By @DanGalante
Digital Marketing/Content Marketing/Social Media
Marketing
360

2. According to the Content Marketing
Institute, Lead Generation is the
number 1 Content Marketing goal for
B2B Content Marketing organization.
What is your reason for using Content
Marketing?
Image courtesy of the Content
Marketing Institute.

3. According to the Content Marketing
Institute, B2B Content Marketing goals
lead with Brand Awareness and Lead
Generation , where B2C content
Marketing goals Lead with Customer
Customer Retention and Engagement.
The take away, Content Marketing is
very specific and not a one size fits all
discipline.
B2B VS. B2C
Content Marketing
Goals

4. • The goal of marketing is to help drive products sales.
However, we can not blindly follow the model of
marketing & advertising of the 1960's.
• Today, consumers have access to more information
than ever before.
• As a result, Marketers and brands do not control the
conversation like they once did. Hitting consumers
with ads through television, print and even online
does not have the power that they once did.
• Consumers are being bombarded
• As a result, the attention span is being diminished;
meaning that unless your message is highly
engaging and valuable to the needs of the consumer;
it is likely to be ignored.
• Want to learn more about the rise of Content
Marketing? View this documentary from The
Content Marketing Institute.
• Image via bizdom.com
Content Marketing:
How Tech has
changed Traditional
Marketing

5. • Traditional marketing is being disrupted by technology.
• The technology comes in the form of the internet, mobile, social media channels,
publishing platforms, audio books and video on demand. All of these channels
have the effect of giving consumers instant access to information.
• As a result, consumers are looking to brands not to sell their products through
traditional marketing and advertising but to provide answers to their questions.
In other words, brands have to provide a value message and earn consumer
trust to get them to buy.
• This marketing disruption is known as information marketing through content
or simply content marketing.
How Tech has changed Traditional
Marketing

6. • Marketers and brands have to become the educators or
teachers of consumers. To become the educators of
consumers brands have to become the industry resource to
consumers; showing how their products can solve problems
and improve the lives of consumers.
• Brands can do this by using an information marketing
strategy. This can be done through creating custom digital
and print properties that answer questions in that
consumers have. Information marketing or content
marketing has to provide answers to consumers and should
not be a flat out sales pitch.
What this Means for Marketers and Brands

7. • Today, brands and marketers need to serve as industry resources for their consumers,
educating them on what products would be best for them. This can be achieved
through information marketing through content or content marketing.
• As you can see, marketing is being disrupted by technology into information
marketing or content marketing. For brands to keep up their product sales, they will
need to rise to the occasion and meet the needs of today's consumer.
• How has technology disrupted your Marketing strategy? Want to learn more check
out the story of content the Content Marketing institute
What this Means for Marketers and Brands

8. 1.What are the best ways to market to my industry?
• The best ways to market to your industry is through offerings such as whitepapers,
industry events, Social Media/Content Marketing and through direct selling. As there
is no single best way, all of these methods need to be integrated together and function
as a synergy. The Sales and Marketing functions need to be aligned and support one
other in order for any marketing effort to be successful.
• Becoming a part of your industry community is one of the best ways to market to
them. This can be achieved by becoming a trusted advisor. Earning the trust of the
community can be achieved by demonstrating your value and becoming a resource
they the turn to all of the time not just when they have a need. Understanding the
pain points of this group is critical to creating and implementing the best solutions to
solve their problems.
Questions to ask before Launching a Content &
Digital Marketing Campaign

9. 2. How you would repurpose/rewrite/market to increase readership?
In order to increase readership, I would create accounts on other social networks such as
Twitter, Facebook, Google+, YouTube and Slideshare.
Rewriting/Repurposing
• The first thing I would do is to change the title in the form of a question. This way it
invites the audience to weigh in. I would also ask a question at the end of the article.
• Great calls to action would be: feel free to comment, or asking a question of the reader
at the end of the post. By having a call to action to comment, readers are more likely to
start a discussion and share the content. It is important to talk with your audience and
not at them.
• I would add is an about the author section at the bottom of each post. This is another
great way to showcase the author’s expertise and incorporate a call to action such as
see how we can help or click here to sign up for a free demo.
Questions to ask before Launching a Content & Digital
Marketing Campaign

10. • Repurposing Formats
• The contents of the article can be put into different formats such as a PowerPoint, a
YouTube video all of which can be uploaded to Slideshare. The article can be
published to LinkedIn’s publishing platform as well. The article can also be written
and have presentations and videos embedded in the article itself. There are endless
ways to repurpose content.
Questions to ask before Launching a Content &
Digital Marketing Campaign

11. • 3. Imagine you could speak to a current customer. What would you want to ask
them? How would you use their responses to market my product?
I would want to ask current customers the following questions:
• 1.Why did you chose my product?
2.What do you like about the product?
3.What do you dislike about the product?
4.Is it easy to use?
5.How long did it take to put the product to work?
6.Would you be willing to provide a testimonial in writing, on video about how the
product helped your business, speak at an event?
(Questions may differ based on the user’s answers.)
• I would take the information from questions to 1-5 and discuss them with the product
manager and engineer to see how the product could be made better. Testimonials
obtained would be uploaded to the website and integrated into product literature.
• What questions are you asking before starting a content & digital marketing
campaign?
Questions to ask before Launching a Content & Digital
Marketing Campaign

12. • Content Marketing is a great way to connect and engage with potential
customers. Only through thoughtful connecting and engagement with others
will you be able to obtain quality leads and create demand for your products.
• Making people want to connect with you on Social Networks is the key to
uncovering any needs they may have. A great place to start is to write and create
content that informs people on how they can use something or how they can fix
an issue that they are having. This has the effect of offering a value message to
potential customers because you are showing them what you can do to help. In
essence this is your digital portfolio. Just as in the offline world, when you are
trying to acquire new customers part of your strategy is to show samples of your
work and what you have to offer.
• Now this might sound like a lot. To start, try writing comments on blogs that you
think are interesting. This is a great place to get comfortable sharing your
insights in the digital world. Once you write a comment, make sure to follow up
and respond to any replies as this will help get a conversation going. Make sure
that you share the blog that you commented on so your insights can reach others.
You can do this with articles on LinkedIn as well.
Building Channels to Share your Content

13. • Wordpress & tumblr
• Writing a blog is great way to share your ideas and market your expertise in an area. I
began blogging back in November 2011. Blogging had connected me with so many
great people around the globe. I began publishing on the Wordpress platform.
• WordPress
• The first thing that you need to do is to register on the site. You will have the option to
create either a wordpress.com address or a custom domain name. I suggest that you
pick a custom domain name because your blog will come up better in search results.
Wordpress gives you a choice of web suffixes to choose from, for example .com, .me
etc. I chose the address http://dangalante.me. If you decide to change the address after
you set up the blog that is ok. The wordpress.com address will automatically be
directed to your new address.
• It is important to note that you will have to buy the domain name if you want your
own. Hosting is inexpensive and should cost about $25 per year at most depending on
the name you choose. The investment is well worth it because this will give your blog
its own brand identity.
Creating a Wordpress Blog

14. • Once you register, you will see
WordPress’s default theme. Click on the
appearance tab and browse the free and
premium themes that are available. You
can then choose the one that you would
like to install.
• Now you are ready to write a post.
• To do this click, on the new post tab. A
window will pop up. Here you will
find tools to write and edit your post.
When you are ready to post, just click
publish and you are ready to go.
Creating a
Wordpress Blog

15. • tumblr
• Like Wordpress, you will have to register on tumblr to set up your blog. I have
provided the link to the registration page. If you land on the home page, just click on
the sign up button.
• Once you have signed up, you will be prompted to create a web address. You will
notice that the only address you could create is a tumblr.com address. Tumblr does not
support or partner with site hosting companies. In other words, you will need to find a
third party host on your own. I purchased a domain name from Yola.com . The name I
purchased is http://askdangalante.com .
• Once I secured the name, I had to point the address to the Tumblr servers. (Tumblr
provides the specific address and exactly what CNAME or A-Records need to be
changed. Here is the link. You will know if this is correct if your address redirects to
Tumblr and it say page not found.
• You can test your domain address in the box under your tumblr address in the blog
settings. Your address will not link to the site right away. It took 24 hours; although it
can take up to 72.
Creating a tumblr Blog

16. • Now you can click on the customized
theme and browse through the free and
premium themes. Pick a theme and
now you are ready to post. To post,
click on the text tab which is located
underneath the Dashboard tab. You
will see a window where you can copy,
paste, write and edit your posts. When
you are done, just click the publish
button.
• Now you have your all of this content.
How do you track your progress? To do
this you will need to set up analytics.
LinkedIn provides this for the long
form and Wordpress does this.
However for your own blog on tumblr
and a custom website you will need to
use a site like Google Analytics.
• Image via zanderchance.com
Creating a tumblr
Blog

17. • Writing on LinkedIn's long form post is
similar to writing blog posts. Your goal is to
engage your readers & build an audience.
Let's explore the features of the LinkedIn
publishing platform.
• The Structure of the LinkedIn long form
• Title
• The platform provides a place for a title.
• Tool Bar Underneath the title, there is a tool
bar similar to one you would see in Microsoft
word that allows writers to use headings,
Bold, Italics, underline, center, bullet pints
and numerical lists. Users can also use the
tool bar to insert links, images, and videos.
• Image via vni.s3.amazon.aws.com
Blogging on LinkedIn’s
Publishing platform

18. • Body
• Next, is the body of the platform where
users can write the body of their
content and lastly there is the SEO tags.
• SEO Tags/Keywords
• A key difference with these tags is that
LinkedIn allows users up to three tags
or keywords to index the content where
traditional blogging platforms offer
more.
• Pictures/Images
• Users can also upload an image at the
top of their post, LinkedIn recommends
pictures 700 x 400 pixels look best.
LinkedIn also allows users to credit
their image source.

19. Popular topics are as follows:
1. Your insights on trends in your industry.
2. Case Studies
3. Topics in the News
4. How to articles that teach readers how to do something.
5. How you learned from failures and adversities.
If you are not still unsure what to write about; LinkedIn now uses an algorithm that
analyzes previous posts you have written; offering 3 to 4 ideas based on your industry.
The Body of your Post
Once you have chosen your topic you are ready to start writing. You must create a
thesis which is the claims that you are making. This should be followed up with three
to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4
to 6 sentences when possible. Within these paragraphs, you should use headings
and sub headings along with built points so your text is easy to read. The text should
be visually appealing to the reader.
In terms, of how long your post should be it is up to you. There is no set length, rather
your post should be long enough to prove out your thesis, assertion and claim.

20. Title
Your title should reflect what the topic that you are writing about while being engaging
to readers. Most people just skim the headlines as they are bombarded with content, in
other words you have just seconds to catch their attention.
Popular titles include:
1. How to's,
2. lists ex 7 ways to _______
3 A question.
SEO tags Keywords
Make sure to pick keywords that reflect your topic as you only can use three.
Images
Make sure when you upload an image that it reflects what your post is about.
Video's/embeds
To enhance your text, you can embed videos and presentations from Slideshare &
YouTube. This can be a strategy to re-purpose existing content.
Calls to action
Make sure that your posts have a call to action at the end. In other words, what action do
you want your reader to take as a result of reading your post.

21. Sharing
You can share your post in the following ways:
1. On LinkedIn through a status update, your LinkedIn groups & messages.
2. Through the Social Sharing buttons that include LinkedIn, Facebook & Twitter.
3. Through links on Google+, tumblr, Wordpress etc...
Also, you want to ask questions of the reader that encourage them to comment and start
a discussion.
This is how to write a LinkedIn long post that engages readers & builds an audience.

22. • Google Analytics is a great way to
monitor your efforts online. It allows
you to see how many people are
visiting your site, the duration of their
visit, what content they are looking at
and from what network. You can also
see what country they are from.
Another thing you could do is to set
custom goals to check for certain things.
The site allows you to measure the
amount of traffic that comes from social
networks. To access this, just click
under the social tab under traffic
sources. Google Analytics also lets you
track your Adwords campaigns. I use
Google Analytics for my website and
tumblr blog.
Using Google
Analytics to monitor
your Content

23. • How to setup Google analytics for your website and blog. The first thing that you
will need to get started is a Gmail account. Now with your Gmail account, go to the
Google Analytics website. You will need to click the create an account button. Next
you will be asked to login to you Gmail account. You will then be asked to create a
profile and add the website URL that you want to track. You can also provide your
time zone.
• Once you provide this, the site will provide you with a tracking code. Next, you
will need to copy and paste this into the html section of each page of your website
or blog. If you have done this correctly, you will see that the tracking code is
installed.
• You will start to see statistics about your visitors within a few hours. It is important
to note that you cannot use Google Analytics with WordPress.com. WordPress
provides users with a set of analytics.
• I have also included a video tutorial

24. • Twitter is a great social networking site for people
and brands to spread ideas quickly. Twitter is also
a great marketing tool for brands to promote
products and services. Twitter has a few hundred
million users worldwide. Getting started
with Twitter is quick and easy. To get started
using Twitter you need to do the following:
• 1 Click on the join link.
• 2 Provide your first and last name.
• 3 Provide a valid email address.
• Once you join, you will need to choose a name for
your account. I would recommend using your
name or your business name. You can also choose
a name that relates to what you do. I have two
Twitter accounts @DanGalante
and @TrendSettingSM.
Sharing Your
Content on Social
Networks

25. Now that you have an account, you should fill in the bio section. Twitter gives you 160
characters to describe yourself. Although Twitter provides a place for a web link, two
links are better than one.
The next step is to upload a photo of you. Make sure that the photo that you choose is
professional and clearly visible to members. Remember, this is your image that you are
sharing. Twitter provides users with an option of uploading a custom background. To do
this, click on the settings button and click design. Here you can upload a picture from
your computer or view different Twitter backgrounds.

26. Now you are ready to tweet. However before you start tweeting away, you need know
the following:
1 Tweets are limited to 140 characters. At first, this may seem annoying, but this is a
great exercise for your creativity.
2 Make sure you have something of value to say, nothing will turn people off faster than
nonsense.
3 Make sure to share articles and content that you create in your Tweets by including
links. Doing this will help you gain followers. Twitter also allows you to share videos
and photos in tweets. This can be a great way to share experiences, ideas and to
promote a business or a brand.
4 Do not be afraid to make a mistake. Twitter provides a delete button with an icon that
is a trash can. This is great if you make a typographical error.

27. 5 Make sure to change-up your message. No one likes the same message over and over.
6 Leave 10 to 20 characters for your tweets to be retweeted.
Once you start tweeting, your goals are to:
1 Get other users to share your content.
2 Build a following
3 Follow other users who interest you.
The Retweet and The Mention
When a Twitter user shares a message from another user, this is called a Retweet.
Retweets are sought after because the more your content is shared, the higher your
influence is perceived.
Mentions are when a Twitter user references or quotes you in on of their tweets. Some
users may use this instead of simply retweeting because a mention shows up quicker than
a retweet does in a users timeline.
Retweets and mentions show up in the interactions and mentions section of the Twitter
account.

28. The Direct Message or DM
The Direct Message or DM as it is referred to, allows Twitter users to send messages to
other users. I waited to mention this feature until now because Twitter only allows
users to send messages to users who follow them. This is a great way to send a private
message to users on the site.
Sharing Tweets with More than Just Twitter Followers
In order for users to share tweets with more than a their followers, users need to use
hash-tags. Hash-tags are a number bracket next to a word. For example, #business is a
hash-tag. Hash-tags create an index of information on a specific topic. A hash-tag
reaches more people than a regular tweet or just getting a few retweets. Hash-tags are
a great way for users to earn new followers.

29. • LinkedIn is a professional networking site that allows people
to search for jobs and connect with people they know. You
can also make new connections on the site. Right now, over
400 million people around the world are using LinkedIn.
• The Basics
• LinkedIn allows users to sign up for free. To get started you
need to do the following.
• 1 Click on the join today tab.
• 2 Enter a first and last name.
LinkedIn

30. 3 Write a professional summary that provides information that describes past
accomplishments along with what you can do for potential clients and employers. You
should also describe what type of position or client you are seeking.
4 Upload a professional picture that will make your profile look more attractive.
5 Create a professional headline in 160 characters or less. If you leave this blank,
LinkedIn populates this with your latest position. My advice is to create your own
catchy headline to captivate readers to read your profile; unless you have a great
position and have achieved your career goals. The professional headline provides you
with an opportunity to quickly sell and market who you are and what you do.
6 Fill out the specialties section with keywords related to what you do. Your idea is to
use keywords to optimize your LinkedIn profile to come up in searches on LinkedIn.
Also fill out the skills section and interests section.

31. 7 Connect with customers, colleagues, bosses and professors. To do this quickly, upload
your address book from your email account into LinkedIn. LinkedIn will identify which
members in your address book are already members.
You can then decide which members you want to invite to join your network. LinkedIn
is based on a network of first, second and third degree connections. First degree
connections are direct connection.
Second degree connections are a connection of a connection or a friend of a friend.
Third degree connections are friends of second degree connections. You can connect
with people by entering an email address for them, indicating that you share a group
with them, stating that they are a colleague, stating that you have done business,
together or by stating that you were classmates.

32. Make sure not to abuse the contact form otherwise you will have to enter email addresses
every time that you connect with someone. Inmails are a premium feature that allows
you to contact people anyone on LinkedIn. This is good if you are not able to reach a
person through traditional means. Basic accounts on LinkedIn also provide a feature
called introductions. Basic accounts allow five introductions. This feature allows