2. THE SAVVY EB-5 PARTNER’S GUIDE TO
CONTENT MARKETING
TURNING THOUGHT LEADERSHIP INTO
PROFITABLE FOREIGN INVESTOR LEADS

3. EXECUTIVE SUMMARY
 Content marketing is the art and science of converting the
thought leadership of partners and subject matter experts into
materials that can be published, promoted and shared.
 Content marketing is a complement to, and not a replacement
for traditional marketing efforts.
 Firms are tying content to their SEO and keyword strategy and
posting it online.
 Firms are taking selected content, and tucking it behind a form
for purposes of lead generation.
 Firms use a combination of email, social media, traditional
marketing, pay per click, and on site tactics to integrate
approaches to how content will be marketed and shared.
 Most law firms say that producing the kind of content that
engages potential investors and clients is their biggest content
marketing challenge.
 Having reluctant rainmakers in your firm play an active role in
the firm’s content marketing program is a terrific way to use
their skills, talent and subject matter expertise to stimulate new
business.
Eye Openers About the
Value of Content Marketing
 90% of prospects find
custom content useful
 78% of people believe
that organizations
providing custom
content are interested in
building good
relationships with them
 77% of people
understand that an
organization’s goal for
custom content is to sell
them something, but are
OK with it as long as it
provides value
 73% of people prefer to
get information about
an organization in a
collection of articles
rather than in a
traditional
advertisement
 61% of people feel
better about a company
that delivers custom
content and are more
likely to buy from that
company
Source:
Custom Content Council

4. TABLE OF CONTENTS
Introduction………………………………………………………………………………………………..4
What Is Content Marketing?............................................................................5
Been There… Done That. So What’s New About Content Marketing?................. 5
Is Traditional Marketing Dead?........................................................................6
Content Marketing Challenges for EB-5 Firms…………………………………………………7
Tying Content Marketing into Your Sales Cycle………………………………………………7
Find Your EB-5 Flame…………………………………………………………………………………8
Turning Reluctant Rainmakers into New Business Racehorses………………………..9
About Digital Native Media, LLC…………………………………………………………………10

5. ORGANIZATIONAL GOALS FOR B2B
CONTENT MARKETING
 Brand awareness (82%)
 Lead generation (74%)
 Customer acquisition (71%)
 Thought leadership (68%)
 Engagement (64%)
 Customer retention/loyalty (57%)
 Website traffic (57%)
 Lead management/nurturing (47%)
 Sales (45%)
Source: MarketingProfs, 2015
INTRODUCTION
The battle for new EB-5 investors is super competitive, and it’s only going to get tighter as new firms,
practitioners, regional centers and projects move into this immigration niche.
Right now your competitors are actively going
after your target investor. They’re not only using
traditional marketing tactics like foreign-based
emigration agents and schmoozing, your smarter
competitors are harnessing the power of the
internet and discovering how the new realm of
inbound marketing is an effective tool for investor
(lead) generation.
Adding to this complexity is the fact that firms are
finding that traditional marketing tactics are
expensive and increasingly coming under scrutiny
by the SEC.
At the same time EB-5 investors are increasingly performing more due diligence and turning to the
internet to find EB-5 solutions, data, projects and practitioners. (Here is where the rubber hits the
road.)
They want to find solutions or information online for which they can opt-in to see. (They like the
perceived veil of anonymity. As well, they like having info that they can review conveniently according
to their schedule.)
Smart firms know that getting found first online is what’s fundamentally necessary these days, and
they’re aligning budget priorities to this end.
But if you and all of your competitors have done a whiz-bang job of optimizing your website, and
you’re all showing up on the first page of searches, how does your target investor choose your
website/firm to investigate? How do you deliver your firm’s unique message? How do you differentiate?
And how do you do it in a way that doesn’t break the bank?
The answer: content marketing.
Digital Native Media, LLC 2015 © Page | 4

6. WHAT IS CONTENT MARKETING?
Content marketing is the art and science of converting the thought leadership of partners and subject
matter experts into materials that can be published, promoted and shared. When you get your content
published, promoted and shared, you’re filling the top of your sales funnel with prospective investors
that want to see or hear what you have to say.
BEEN THERE. DONE THAT.
SO WHAT’S NEW ABOUT CONTENT MARKETING?
As mentioned earlier, content marketing isn’t a new
Concept, and if your firm has a newsletter, offers
articles, does seminars, and so on, you’re doing
content marketing.
Here’s what’s new.
First, firms are tying content to SEO and key
word strategy and posting it online. The objectives
of using key words and posting is that content now
becomes part of your firm’s “get found first
strategy”, as it will appear in search engine rankings.
Second, rather than just give content away, firms
are taking selected content, and tucking it behind a
form where the investor must provide their name and
other contact information before getting access.
If the content is valuable enough and the offer for the
content is presented in a creative and compelling way,
visitors will fill out a form and now, your firm has a
lead.
Third, firms are capitalizing upon a combination of
Email, social media traditional marketing, pay per click,
And onsite tactics to integrate approaches to how
content will be marketed and shared. Firms are not
using content as a one-off marketing tactic, but as part
of an integrated marketing communications ecosystem.
Today, there are more tools and more ways to promote
your content than ever before, so it’s just not a matter
of coming up with thought leadership: it’s critically
important to develop and execute a strategy for
promoting your content and getting it shared and in
front of your most sought-after clients and investors.
Fourth, savvy firms are developing goals and objectives for content, rather than just publishing it for
the sake of publishing alone. As shown by a recent study done by the Content Marketing Institute,
brand awareness, customer acquisition and lead generation are key objectives—and the latter two can
be easily measured!
Digital Native Media, LLC 2015 © Page | 5
20 Reasons Why You
Need Content Marketing
1. A key part of a lead acquisition strategy
2. Attracts investors at significantly lower
costs
3. Available 24 hours a day, 7 days a week,
365 days a year
4. Cost effective, less out of pocket
spending required
5. Creates “hands-free” opportunities to get
thought leadership shared
6. Creates opportunity for increasing investor
loyalty and retention
7. Establish their firm as thought leader
8. Focused niche growth
9. Helps firm build their brand
10. Helps build personal brands
11. Helps prospects find your firm
12. Improved search engine rankings
13. Investor conversion and nurturing
14. Positions firm as a trusted advisor
15. Presents opportunities for competitive
differentiation
16. Provides a platform for cross selling to
investors
17. Provides an SEO benefit
18. Provides for different messaging at
different points in the buying cycle
19. Provides something of value to prospects
and customers
20. Shortens sales cycles

7. IS TRADITIONAL MARKETING DEAD?
With all of the noise being made about inbound
marketing, social media, internet marketing, blogging,
SEO and so on, one might think that the way that
professional service firms have traditionally marketed
and secured new business is dead.
That simply isn’t true.
Your firm will still be doing meets & greets,
direct/regional center investor webinars,
hotel presentations, expos, site/regional center visits,
schmoozing, paid advertising, producing collateral,
and so on--because it’s traditional, it’s comfortable,
and it works. However, now that the JOBS Act of 2012
has opened a flood gate for general marketing, content
marketing should take a strong lead in attracting
new EB-5 business.
So it’s important to think about content marketing as
a complement to, and not a replacement for traditional
marketing efforts— albeit a critically important
complement for the reasons discussed above.
Integrating a content strategy with traditional
marketing efforts is going to be the game changer
for many firms specializing in EB-5 immigration.
Say, for example, you deliver a presentation at an expo, association or potential EB-5 investor meeting.
Traditionally, you would hang around and wait for your potential investor to give you their contact
information, then (hopefully) follow with a phone call or in exchange for their info/card, you promise to
send them a copy of your presentation, PPM offering or some other print collateral.
Using an integrated approach, you would still hang out at the podium, but now you would hand out
your business card with a link to a landing page, where after filling out a form, the EB-5 investor could
download a copy of your presentation. And so they would be pulled into your nurturing funnel.
The EB-5 process is a long and complicated one. It requires many ‘touches’, but first you must pull
them in and remove them from the open market. Seventy percent of first movers land the client…it’s
often just a matter of nurturing and guiding them to the finish line. Content marketing affords you such
a strategy that traditional marketing does not. This is the essence of permission based (inbound)
marketing.
Contact. Context. Content. Continuity. Conversion. Success. Repeat.
Digital Native Media, LLC 2015 © Page | 6
Still Not Convinced?
Check out this research conducted by
the Custom Content Council with Roper
Affairs:
 90% of prospects find custom content
useful
 78% of people believe that
organizations providing custom content
are interested in building good
relationships with them
 77% of people understand that an
organization’s goal for custom content is
to sell them something, but are OK with
it as long as it provides value
 73% of people prefer to get
information about an organization in
a collection of articles rather than in
a traditional advertisement
 61% of people feel better about a
company that delivers custom content
and are more likely to buy from that
company

8. CONTENT MARKETING CHALLENGES FOR EB-5 FIRMS
As an accomplished Partner in your practice,
your lack of time, undoubtedly is your greatest challenge.
According to a 2013 study by Marketing Profs and the
Content Marketing Institute, data indicated that two other
challenges go hand-in-hand with your time shortage:
producing enough content and producing engaging
content .
Producing enough content starts with a creative flame or
catalyst that ignites thought leadership. From there, you
can deliver your own take, comments, observations or
guidance through many types of media.
Finding that flame or catalyst doesn’t have to be an overly
burdensome task. It’s not necessary to stare at a blank
screen until your muse gives you inspiration! One easy
way to start is by making a list of hot topics, current
trends or issues that are keeping your investors or
potential investors up at night. (For example, will my child
age out? Where am I in the capital stack? Can my spouse
work? Do I have the necessary proof to validate my
funds?) Next, for each topic, write 3 to 5 questions that
your client or potential client asks about the issue. Write
an answer for each question.
Hooray!! You’ve just created content that can be published in any number of ways in addition to your
blog.
If you’re still stuck, we’ve provided a list of 25 different places you can use to get started.
TYING CONTENT MARKETING INTO YOUR SALES CYCLE
A well-planned and executed content strategy is
built to move prospects through your sales
funnel.
Since the EB-5 process involves a long sales
cycle and is generally not going to happen after
just one touch from your firm, you can tie
different types of content to different stages of
the sales cycle. And, it’s now possible to
automate this process.
This is the essence of what’s known as lead
nurturing, and is a key part of the inbound marketing process.
Digital Native Media, LLC 2015 © Page | 7
8 Challenges Your EB-5 Firm
Faces When Creating Content To
Attract Investors
1. Lack of Time
2. Producing Enough Content
3. Producing the Kind of Content
that Engages
4. Producing a Variety of Content
5. Inability to Measure Content
Effectiveness
6. Lack of Integration Across
Marketing
7. Lack of Knowledge and
Training on SEC Compliance
8. Finding Trained Content
Marketing Professionals with
EB-5 Knowledge

9. During the awareness phase (suspects to leads), content is used to present your firm’s brand with an
eye toward using the firm’s thought leadership for differentiation. In the evaluation phase (leads to
qualified leads), where prospective investors are looking for information or solutions to their issues,
content is delivered through mechanisms like seminars or case studies, but specifically designed around
singular topics or issues. Finally, in the purchase phase (qualified leads to engagements), where
prospective investors are now looking for assurance, the firm uses content to present your services,
products, and pricing through offers like free consultations or through sales brochures.
One of the key mistakes that
firms make is sending content
about services, pricing and fees
well before the investor is
‘sales’ ready. This makes your
firm appear to be sales
aggressors, rather than thought
leaders.
Finally, your firm needs an
inventory of content in order to
tie a content marketing
strategy into your sales
strategy, particularly if you employ an automated drip process for lead nurturing campaigns. Sounds
like a lot of work, right?
It is…but the ROI you’ll achieve is well worth the effort.
FINDING YOUR EB-5 FLAME
First, if you’re having trouble finding a spark to get going, have a look at the topics in our graphic ‘Find
Your EB-5 Flame’ below. You’d be surprised at what is an almost endless supply of content material
that is essentially just waiting for your personal insights or thought leadership.
Secondly, consider what other firms are deploying as content marketing tactics. Included are social
media (think LinkedIn), articles, e-newsletters and blogs. Some firms have also found (lesser) success
with virtual conferences (not to be confused with webinars), annual reports and (good old fashioned)
printed newsletters.
Digital Native Media, LLC 2015 © Page | 8

10. TURNING RELUCTANT RAINMAKERS INTO CONTENT-
PRODUCING RACEHORSES
Does your firm have partners and other subject matter experts that are ‘reluctant rainmakers’?
Perhaps you are a bit reluctant as well?
These fellow partners and principals have superior technical skills and an abundance of experience and
expertise, but when it comes to sales and marketing, well, let’s just say that these types of activities
are just not their forte…and that marketing was not exactly taught in law school. However, partners
and principals are expected to be actively involved in marketing and sales activities.
Reluctant rainmakers typically do this reactively through networking.
So how can you do this proactively – especially in light of your expanded marketing capabilities
afforded by the JOBS Act of 2012 and the SEC’s May & September Memoranda? Having them play an
active role in your firm’s content marketing program is a terrific way to use your skills, talent and
subject matter expertise for new business. Instead of using a reluctant rainmaker’s business
development time for sales and marketing activities that are not really in their comfort zone, we show
Digital Native Media, LLC 2015 © Page | 9
Find Your EB-5 Flame
 Annual reports
 Ask your clients & investors
 Bloggers/magazines posting EB-5
articles
 Books published (ebooks & hard
copies)
 Community development
publications and events
 Google News search on EB-5
related topics
 FAQs from clients & investors,
legislative or regulatory authorities
(such as SEC, USCIS, FINCA, etc.)
 Forum discussions
 Industry Q&A Sites
 Industry surveys
 Legislative or regulatory alerts
 LinkedIn groups
 Local business journals
 Materials published by peer-to-peer
associations of which you are a
member
 Materials published by allied
groups (such as your economic
analysis group or escrow services
firm)
 National and local media
 National business journals or
magazines
 Slides sites like SlideShare
 Summaries of NOIs, RFPs, AAOs,
adjudications/adjudicators
 Takeaways from conferences
 Teleconferences with Stakeholders
from the Director of USCIS
 Trade association forums, letters to
the editor
 Trade association magazines,
newsletters or websites
 Whitepapers from your firm
 YouTube videos

11. them how to use their to use their subject matter expertise to create content for your firm’s new
business efforts. For example, pick an EB-5 topic (bipartisan legislation H.R. 4659 that both
permanently extends the EB-5 program and eliminates the program’s per country caps on visa
allocations) and create content (like a blog post, a white paper, a slide presentation, a video, a
podcast, a new article or even a webinar.
Next, that content gets published on your website. Then when an EB-5 investor is doing a search that
published content will come up in the search engine rankings, and with one click, that potential
investor will be delivered to your website. Tuck that content behind a form where the prospect must
give you their contact information before getting the benefits of your reluctant rainmaker’s thought
leadership, and you have just created a lead magnet/lead generator.
In just a few reproducible steps, you have turned a reluctant rainmaker into a content-producing
racehorse!
Digital Native Media, LLC 2015 © Page | 10

12. Immigration attorneys, developers and financiers come to us when they struggle to attract
EB-5 visa investors who would make ideal clients and drive significant revenue. For the right
firms facing this challenge, we can deliver extraordinary results to attract the right clients and
establish the firm as a global expert. But we're not a magic bullet for most firms. If attracting
quality EB-5 clients and investors is important to you, then we'd be happy to learn about your
situation to see if we can help.
We strive to differentiate our clients by:
 Developing marketing strategies that position your firm as thought-leaders in your
target market
 Creating marketing magnets that attract the best clients/investors for their offerings
 Positioning your offering in front of law firms, wealth advisors and potential clients
Call us at 310.350.1245 to discuss your firm’s content marketing needs.
Digital Native Media, LLC 2015 © Page | 11