Turning Stories Into Dollars: How to Create a Content Marketing Machine That Works
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With the digital shift in the publishing industry and a surge in content marketing, brands understand that creating content is a necessary component to engaging with their audience. But how does your company start seeing ROI and actually profit from your content efforts? Join Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) for a webinar to discuss strategies for creating and distributing content that will drive sales and increase conversions for your business.
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Turning Stories Into Dollars: How to Create a Content Marketing Machine That Works
- 1. TURNING STORIES INTO DOLLARS: HOW TO CREATE A CONTENT MARKETING MACHINE THAT WORKS
- 2. Director of Content & Social Media Influence & Co. Tweet: @MayaSLuke #ContentMachine Field Marketing Specialist Taboola Tweet: @LSacco519
- 3. Josh Johnson is the vice president of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts. Ran Gishri is the vice president of audience development at Taboola, the largest discovery platform, serving 600B content recommendations to 550M uniques every month.
- 5. Why Content? Buyers want to feel connected to a brand before and beyond purchase.
- 7. KEY COMPONENTS OF A SALE HELP TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCE S
- 8. HOW CAN YOUR EXPERT CONTENT HELP ACCOMPLISH ALL OF THIS AND MORE?
- 9. KEY COMPONENTS OF A SALE HELP DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE
- 10. IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE
- 11. Steps for Creating an ROI Driven Content Strategy
- 12. ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE
- 13. Top of the Funnel Awareness Content Marketing Funnel Content here should largely be educational and help the individuals connect the dots from the problem to how they may be able to solve it. Example: An educational e-book explaining more about your industry. Middle of the Funnel Consideration Our goal is to present them with the solution and show them the complexities and expertise involved in doing it well, which will overwhelm them and convince them that they want help implementing the solution. Example: Guides, and best practices Content focused on truly identifying your company as the best solution is ideal here. Example: Case studies, comparison documents, and trial offers focused on why your company is an ideal solution to the problem Bottom of the Funnel Decision
- 14. Track key metrics • Site visits • Page views • Reading time • Leads • Sales
- 15. How to Create Amazing Content
- 17. The Big Picture One of the most attractive things about content is it’s opportunity to drive qualified leads through a funnel.
- 18. CONTENT FUNNEL
- 20. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
- 21. What editors of the top publications had to say
- 22. Quote from Our Editor Survey “It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.” — Editor surveyed in the State of Contributed Content Report
- 24. Our Q1 Numbers Q4 2014 Q1 2015
- 25. The practice of sharing opinions, perspectives, and experiences around a specific expertise with the goal of educating, inspiring, and driving innovation within one’s industry. thought lead er ship noun CASE STUDY
- 26. Yuriy Bokiv CEO Gravity Media Luba Tolkachyov Co-Founder, New Media Development Gravity Media
- 27. Goals • Position Gravity as a leader in multicultural marketing. • Publish consistent content to individually position Yuriy and Luba as thought leaders • Drive additional exposure to Gravity • Create sales opportunities.
- 31. Key ROI Points • Early invite-only contributors to LinkedIn • Inc. weekly columnist • Numerous Agency Awards (Ad Age, Agency 100) • Speaking opportunities and further press coverage • Credited content as key sources to 2 major accounts in 201
- 32. I’M HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @JoshuaJohnsonT. Connect with me on LinkedIn. Email me at josh@InfluenceandCo.com.
- 33. #LikeableICO @tweetJohnHall @DaveKerpen Is content still king if nobody sees it? CONTENT DISTRIBUTION
- 34. DETERMINE YOUR DISTRIBUTION MIX Free Paid Scale & Predictability Your website Email to house list Social networks Content websites Traditional media Guest blog post Email to 3rd-party lists Sponsored social updates Social media ads Paid search Display ads Content Recommendations Typically Low Typically High
- 35. #LikeableICO @tweetJohnHall @DaveKerpen CONTENT RECOMMENDATIONS
- 36. Example: generate X new qualified leads through ebook downloads – keep CPL below $Y DEFINE YOUR GOALS AND KPI’S
- 37. DEFINE YOUR GOALS AND KPI’S Example: drive X new visitors that will visit more than Y pages per session
- 38. MAKE SURE YOU CAN TRACK PERFORMANCE
- 39. UNDERSTAND READER STATE OF MIND “I want to engage with my social network” “I want to explore – read content” “I want to find information about a specific topic” Search Discovery Social
- 40. CHOOSE CONTENT ITEMS Videos Pictures/ Slideshows Articles/ Blogs How-to… Behind-the-scenes Exclusive interviews Authentic, funny Tips & tricks Ordered lists Industry secrets Earned media Positive reviews Before & after Celebrity Food recipes Fashion & style ideas Funny/unbelievable
- 41. o Creative Elements o Geographic Location o Demographics – B2C/B2B o Platform – Desktop/Tablet/Phone o 1st and 3rd Party Data o Retargeting TARGET RELEVANT AUDIENCES
- 42. TEST EVERYTHING!
- 43. TEST EVERYTHING! 75% Reduction in CPA
- 44. TEST EVERYTHING! 57% Increase in Conversion
- 45. MEASURE OPTIMIZE REPEAT Approach Content Marketing as a journey rather than a one-off campaign
- 46. #LikeableICO @tweetJohnHall @DaveKerpen THANK YOU! @rgishri
Notas do Editor
- - Link to Recording - We’ll include resources and offers mentioned in this presentation so don’t worry about jotting them down - Send us your questions! Tweet me @MayaSLuke and/or use hashtag #LikeableICo
- As the world of content publishing evolves, with platforms like Facebook and Apple stepping in, it’s more important than ever to start producing quality content that reaches your brand’s target audience and starts building trust. It’s becoming more important to control your message online and publish authentic content from your brand.
- Buyers now want to feel connected to a brand before and beyond purchase.
- *Note: Talk about the challenges for marketers, recruiters, etc. all across your company and YOU guys are the source for it.* *70% of buyers prefer to read content before making a purchase
- Note: Your “why” should be the cornerstone of your content strategy and the content you’re publishing.
- Stop thinking of it as “sharing your trade secrets.” and think about it as the best way to educate your audience that help you develop a relationship with your audience and create a brand advocate. Sales happen on the grounds of trust.
- Before you start haphazardly creating content, you need a plan: Set goals Establish an audience Determine key metrics to measure success
- Talk about building personas and topic campaigns Every FAQ should be a topic Give ways to source pubs effectively that reach these personas
- You can download this at:
- Knowledge Management Template — As you saw in the previous slide, our company uses company knowledge banks with our proprietary software, but we created a customizable resource our readers can use to start implementing this tool across their team. (I will be sending out this resource with the follow-up and include a link in the presentation)
- We have an entire in-house content team that ensures each piece of content we’ve developed for both our clients and our internal authors is high-quality and meets a publication’s guidelines. When tackling to create content in-house, be sure to designate or hire these key individuals to make sure you’re producing consistent, relevant, and quality content.
- We have an entire in-house content team that ensures each piece of content we’ve developed for both our clients and our internal authors is high-quality and meets a publication’s guidelines. When tackling to create content in-house, be sure to designate or hire these key individuals to make sure you’re producing consistent, relevant, and quality content.
- Trust + Top of Mind Marketing = Opportunity Joke: Every time you forget this equation, a puppy dies. (Look for a different one)
- Trust + Top of Mind Marketing = Opportunity Joke: Every time you forget this equation, a puppy dies. (Look for a different one)