While you may be familiar with content marketing and white paper marketing, you need to understand the concept of Mega Content marketing to fully leverage your existing efforts to produce maximum lead generation potential.

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Mega Content:
How a Different Approach to a Simple
Idea Can Deliver Impactful Results
Jennifer Cario
President, SugarSpun Marketing
Author, Pinterest Marketing: An Hour a Day
Social Media Faculty Chair, Market Motive

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You’re All Familiar with Content Marketing…
CONTENT IS KING
Uses compelling, quality content to
drive exposure, build trust and
ultimately lead consumers through
the conversion funnel.

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You’re All Familiar with the Goal of White Papers…
LEADS
Offer high quality content
in exchange for targeted
contact information for
your sales team.

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Mega Content Combines the Best Impact of Each
STRENGTH
Take advantage of the targeted traffic
potential of great content while
leveraging the lead generating format of
white papers and ebooks.

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It Helps Balance Two Ongoing Needs
CONTENT & EMAIL
Marketers understand the value of crafting
quality content to gain traffic, exposure
and credibility, but also need to generate
targeted email leads.

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The Resurgence of Email Marketing
EMAIL WORKS
Email marketing returns an
average of $44.25 for every
dollar spent.
Source: Listrack “Email Benchmarks & Trends” Report

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So What IS Mega Content…
PACKAGE DEAL
Mega content aims to create a high value
piece of content that can be promoted
using snippets of that content in multiple
formats to lead people in to the landing
page.

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Purposeful or Accidental
SIZE MATTERS
Sometimes you have a huge
volume of content on a single
topic and using it for a blog post
is wasted opportunity.

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Case in Point
WORDY CLIENT
Turned in a piece of content on
Rosacea that was over 4500 words in
length. Intended us to use it as several
blog posts.

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Case in Point
CREATE A PACKAGE
We built out a 24 page, beautifully
formatted high quality e-book complete
with diagrams, pictures, an infographic and
more.
Requires email to download

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Case in Point
BREAK IT UP
This package of content includes over
a dozen items for our content
marketing calendar. Content items are
designed and formatted for specific
channels.
Pulled out two blog posts of around
600-700 words each.
Created a Rosacea facts and tips
infographic.
Created five graphical “tips"
formatted for all Social Channels.
Created six graphical “facts"
formatted for all Social Channels.

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Case in Point
CALENDAR FILLER
This content package can be used as
part of the blog and social media
calendars over the next eight to ten
weeks. It also provides fodder
for our pitching team.

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Case in Point
GOAL ORIENTED
Rather than simply attract content
into a Rosacea focused blog post and
try to get them to click over to a
product, we gather targeted emails.
42%
conversion
rate.

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Breaking Down the Potential
CARROT
Requiring an email to get
the content gives you a stronger CTA
than a standard blog post pushing for
a newsletter signup.

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Breaking Down the Potential
THE IMPACT
So what do you get out of all these
carrots? How and where do we dangle
the carrots?

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Let’s Aim for Every Other Month
FOUNDATION
Based off the idea of posting
three blog posts per month that
tie in to Mega Content Landing
Pages.
Content #1
Content #2
Content #3
Content #4
Eight blog posts. Three each in January and February and
one each in March and April.
Six blog posts. Two each in March and April and one each in
May and June.
Six blog posts. Two each in May and June and one each in
July and August.
Six blog posts. Two each in July and August and one each in
September and October.
Content #5
Content #6
Six blog posts. Two each in September and October and one
each in November and December.
Six blog posts. Two each in November and December and one
each in January and February.

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Let’s Aim for Every Other Month
SHARING
Create an additional six to ten
pieces of non-blog content.
Short videos, images, graphics,
tips, etc...
Content #1
Content #2
Content #3
Content #4
Eight non-blog pieces of content. Three each in January and
February and one each in March and April.
Six non-blog pieces of content. Two each in March and April
and one each in May and June.
Six non-blog pieces of content. Two each in May and June
and one each in July and August.
Six non-blog pieces of content. Two each in July and August
and one each in September and October.
Content #5
Content #6
Six non-blog pieces of content. Two each in September and
October and one each in November and December.
Six non-blog pieces of content. Two each in November and
December and one each in January and February.

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Let’s Estimate Some Conversion Impact
NEW LEADS
If your blog posts average 3,000
viewers per month with a 2%
conversion rate, that equals 60
leads per month.

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It’s Just Like Your Savings Account…
COMPOUNDING
The math is not just 60 leads
per month times 12 months.
Older content should still pull
leads even as you add new
content.

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Let’s Look at the Math…
YAY EXCEL!
Take a look at how your
new leads can stack on top
of your old leads to add up
to targeted email lists over
time.
4,680 leads per year

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But What If We Weren’t Conservative
AIM HIGHER
What if you had 10,000 views
and a 3.5% conversion rate?
That equals 350 leads per
month, compounded.
Over 28K per year

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Why Does Mega Content Let us Aim Higher?
DIVERSIFIED
Mega content is about
more than blog posts for
promotion. It includes
images, video, infographics
and more.

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Why Does Mega Content Let us Aim Higher?
INFOGRAPHIC
Pitch to industry related
sites, bloggers and news
sources and require a link
back to guide.

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Why Does Mega Content Let us Aim Higher?
PINTEREST
Upload and promote a
series of tips, facts and DIY
style content that points
back to landing page.

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Why Does Mega Content Let us Aim Higher?
TWITTER
Make use of image Tweets,
Twitter chats or Twitter
Cards for additional traffic
and leads.

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Why Does Mega Content Let us Aim Higher?
FACEBOOK
Promote blog posts, images,
video clips and the like via
your news feed and
targeted ads.

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Elevating Existing Blog Content to Mega Content
SEEING POTENTIAL
A client wanted to build an infographic to
explain the benefits of an Alkaline food diet.
We knew there could be more...

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Elevating Existing Blog Content to Mega Content
Write a 3000 word guide
aimed at explaining the
basics of the diet. Create a series of bite size
infographics with
complimentary info.
Create a 14 day easy to
follow menu plan based off
the Alkaline diet. (Source
most content from other
bloggers.)
Create a Pinterest
board featuring
additional recipes.
Develop 6-10
original recipes with
pictures for blog
posts.
Package it all in a guide to get
started with an Alkaline food
diet.

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Case in Point
BREAK IT UP
This package of content includes
nearly two dozen items for our
content marketing calendar and a
ready made pitch to a dozen bloggers.
Wrote one blog post as an
introduction to the benefits of an
alkaline diet.
Create one full infographic and
three micro size infographics full of
facts about Alkaline diet.
Created ten original recipes as blog posts
and sourced over 24 recipes from other
bloggers with permission.
Created half a dozen graphic tips
and facts regarding the Alkaline
food diet.
Curated a Pinterest board with
more than one hundred Alkaline
recipes and articles.

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Doesn’t Always Have to be Original
UPDATES
Plan to update your content
within 4-6 months for a
rerelease and or a bigger push.

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A Key Point to Remember
NUANCED APPROACH
This approach is not for sales driven white
papers, it is for focused and useful content
and works best as a starting point to your
funnel.

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Wrapping it Up
DIFFERENT APPROACH
None of this is 100% new or different, but it
can be a very different way to look at and to
leverage your content.

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Thank You!
Jennifer Evans Cario
President, SugarSpun Marketing
Author, Pinterest Marketing: An Hour a Day
Social Media Faculty Chair, MarketMotive