In my SMARTcon presentation you can learn how to generate more brand awareness, more website traffic, more leads, and more revenue through content marketing strategy and execution.

2. Who is this dude?

3. • I’m Greg
• Also known as “Shuey”
• Co-founded Stryde
• Husband of one, father of
two… and a dog
• Master fort builder

4. Generating Sales Ready
Leads Through Content
Marketing

5. What Is Content Marketing?

6. “Content marketing is a strategic
marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly defined
audience and ultimately, to drive
profitable customer action”
- Joe Pulizzi

7. TEACH… DON’T SELL

8. WHY?

14. Backlinks Fuel

15. BUILD TRUST
INDUSTRY LEADER

17. 60% of all purchase decisions
are made before having a
conversation with a sales
representative
- Harvard Business Review

18. 61% of consumers say they feel
better about a company that
delivers custom content, and are
more likely to buy from that
company.
- Content Council

19. People spend more than 50% of
their time online looking at
content.
- Nielsen

20. 70% of consumers prefer getting
to know a company via articles
rather than ads.
- Content+

21. 90% of consumers find custom
content useful, and 78% believe
that organizations providing
custom content are interested in
building good relationships with
them.
- CMO Council

23. Market Research
Content Marketing Strategy
Content Creation
Content Distribution & Promotion
Lead Capturing & Nurturing

24. Market Research

26. One of the quickest ways to fail
at marketing in general is not
intimately knowing and
understanding your audience

28. Personas
• How do you get the data?
o Current customer surveys
o Current prospect surveys
o Google Consumer Surveys
o Survey Monkey Market Research Surveys

30. Content Types
• Know thy audience!
o How do they like to consume content???

31. Content Types
• Start searching like a prospect
• Look at content that’s ranking
o Blog Posts?
o Aritcles?
o Videos?
o Reviews?
o News?

33. Where Does Your Audience Hang?
• Social Media?
• Blogs?
• Forums?
• YouTube?
• Apps?
• Tradeshow Magazines
• Etc.

34. Content Marketing Strategy

35. BRAINSTORMING/IDEATION

36. Good Ideas Are Everywhere!

37. Content Topic Ideas
• TV Shows
• Magazines
• Books
• Billboards
• Events
• Etc.

42. Content Topic Ideas
• Ask your sales reps
• Ask your services reps

43. THINK RESOURCES!!!!

44. SEARCH QUERY RESEARCH

48. EDITORIAL CALENDARS

50. Editorial Calendars
• Google Calendar
• Google Spreadsheets
• WordPress Plugins
• Co-Schedule

51. Editorial Calendars
• Due Dates
• Review/Editing Dates
• Publishing Dates
• STICK TO THEM!!!!

52. Content Creation

53. THINK RESOURCES!!!!

56. LESS IS MORE

57. QUALITY OVER QUANTITY

58. Building Better Resources
• Create original content
• Take a different angle
• Create strong headlines
• Make content actionable
• Provide answers/solutions to problems

59. Building Better Resources
• Accurately source information
• Create engagement
• Include beautiful imagery
• Include video
• Continually update

60. Building Better Resources
• VIDEO!!!
• Infographics/Micrographics
• Quizzes/Polls
• eBooks/Guides
• White Papers

61. Building Better Resources
• Expert posts
• List posts
• Opinion posts
• Review posts
• Co-created posts

62. Content Distribution &
Promotion

63. What’s The Difference?

64. Content promotion is talking about,
sharing, or incentivizing a dialog about
content that exists on your own website.
Ultimately, you’re drawing attention to
and bringing readers to consume the
content on your website.

65. Content Promotion
• Social Media
o Facebook
o Twitter
o LinkedIn
o Pinterest
o Instagram

66. Content Promotion
• Paid Ads
o Google Adwords
o Social Ads
o Native Ads (Outbrain, Taboola, Zemanta)

67. Content Promotion
• PR
• Forum Participation
• Blogger Engagement

68. Content distribution is the effort of taking
your content and publishing it on various
channels off of your website.
Creating and posting pieces of content
specifically designed for another
channel.

69. Content Distribution
• Social Media
o YouTube
o LinkedIn
o Pinterest
o Instagram
• Presentation Sharing Sites

71. Lead Capturing & Nurturing

73. Lead Capturing
• RFP
• Request a demo
• Download guide/ebook/white paper
• Sign up for a newsletter

74. 50% of all leads are qualified but not yet
ready to buy from you.
- Gleanster Research

76. ENTER: Lead Nurturing

77. Lead nurturing is the process of
developing relationships and trust
between you and your potential
customers.
It focuses marketing and communication
efforts on listening to the needs of
prospects, and providing the information
and answers they need.

79. Lead Nurturing Workflows
• Mail Chimp
• Constant Contact
• HubSpot
• Marketo
• Eloqua
• Stryde

80. Market Research
Content Marketing Strategy
Content Creation
Content Distribution & Promotion
Lead Capturing & Nurturing

82. GREG SHUEY
GSHUEY@STRYDE.COM
TWITTER.COM/SHUEY03
Contact Me