2014 Content Marketing Seminar presentation created by Insivia and resented by CEO Andy Halko.

1. BE THERE OR BE SQUARE
August 28th
Website Conversion:
Stop Turning Customers Away
September 30th
Social Media Marketing:
How to be Successful by Being Social
Full schedule at www.insivia.com/seminar

2. THINK SMART.
ACT BOLD.

3. REVENUE MAPPING

4. CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPC
LANDING
PAGES
SALES
FOLLOW UPS
TRADITIONAL
TRADE SHOW
DIRECT MAIL
WORKSHOPS

6. GREAT
CONTENT
INBOUND
LINKS
SEARCH
RANK
SOCIAL
REACH
E-­‐MAIL
LISTS

7. WHEREGreat CONTENTHappens
Valuable
Unique
Targeted

8. VALUE IS KING
Help me solve a problem!
!
Teach me something new!
!
Tell me a story!
!
Show me something I’ve never seen before!
!
Make me laugh, or cry, or cheer!

9. TARGET, TARGET, TARGET.
Create Specific Focuses!

10. They are in the accounting industry.
Their position is Marketing Manager.
Their pain: CRM won’t integrate with the website.
They are only interested in M&A service.
CHOOSE ONE OR MORE
Their new family status is an empty nester.

11. PERSONAS
ARE THE KEY TO VALUE!

12. CONTENT FOR
THE BUYING CYCLE

13. SOCIAL
DISTRIBUTION
SITE
+
LIST
DISTRIBUTION
SEARCH
+
PAID
LINKEDIN
6000
People
reach
with
10
employees
LINKEDIN
TARGETED
ADS
1100
CFOs
in
Ohio
at
companies
5MM
+
TWITTER
+
FACEBOOK
30,000
People
with
10
employees
“See
how
Mid-­‐Market
CFOs
opOmize
Ohio
tax
withholdings
in
2014”
BLOG
400
visitors
per
day
on
average
EMAIL
LIST
3,800
Subscribers
to
Ohio
Mid-­‐Market
List
PARTNER
LIST
600
Subscribers
in
vendor
list
GOOGLE
Rank
#1
for
6
phrase
variaOons
PPC
0.10
cents
a
click
for
$10
/
day
budegt

14. How
Mid-­‐Market
CFOs
opOmize
Ohio
tax
withholdings
in
2014.
TARGETED
VALUABLE
ARTICLE
DOWNLOAD
2014
Mid-­‐Market
Tax
Guide
REVELVENT
WHITEPAPER
DOWNLOAD
ENTER
YOUR
E-­‐MAIL

15. Check
out
our
Case
Study
on
Mid
Market
MID-­‐MARKET
CFO
LIST
EMAIL
1
2
Days
later
EMAIL
2
10
Days
later
EMAIL
3
30
Days
later
Join
our
Webinar
on
2014
Tax
Insights
Schedule
A
Mid-­‐Market
Tax
Specialist

16. John
Sampson
john@acompany.com
AUTOMATION
SHOWS
WHAT
HAPPENED
BEFORE
A
SALES
CALL
Visited
from
Google.com
View
ArOcle:
How
Mid-­‐Market
CFOs
opOmize
Ohio
tax
withholdings
in
2014.
View
Case
Study:
Mid
Market
Tax
Jun
1
Jun
11
Jun
20

17. THE JOURNEY
Inbound Marketing Is A
Long Term, Not Instant, Investment.

19. GETTING THE BEST
OUT OF YOUR CONTENT
Suspects
ARTICLES
+
INFOGRAPHICS
Prospects
WHITEPAPERS
+
WEBINARS
Leads
CALCULATORS
+
CASE
STUDIES

20. WHAT WORKS
Top Lists
Reviews
Op Ed
How-To
Timely / News Hacks
Including Video
Content that
includes an image
receives 94% more
views than those
without.
ARTICLES

22. WHITEPAPERS
Set up a
great intro.
Don’t be afraid
to get visual.
Don’t be shallow.
Provide information
your prospect can use.
DON’T
SELL
PROVIDE
PROOF
Be targeted
and relevant.
Be focused
and valuable.

23. WEBINARS
DOs
DON’Ts
Be an information dump.
Be boring or a bad presenter.
Focus on features instead of
value or usage.
Use any tool. Find the one
right for you.
Forget to promote it
like all hell.
Ask for questions often.
Use the chat feature.
Provide follow up materials
and actions.
Record the webinar.
Have a unique angle and
use it in your title.

24. CALCULATORS / TOOLS

25. CASE STUDIES
DOs
DON’Ts
Beat around the bush to
hide identities.
Be unorganized or tell the
story haphazardly.
Be a hero too much.
Make it the wrong length for
the wrong audience.
Forget to have a unique angle.
Include real numbers.
Make it really visual
or use video.
Know what your audience
cares about.
Use quotes.
Be extremely targeted.

26. TRY NEW THINGS

27. DISTRUBUTION CHANNELS

28. OWNED
MEDIA
Present
the
right
informaOon
at
the
right
Ome.
Integrate
sharing
tools.
OpOmize
for
the
search
engines.
OpOmize
for
mobile.
Try
building
a
focused
microsite
for
lead
generaOon

29. PARTNERS
AFFILAITES
INDUSTRY
LEADERS
COMMUNITIES

30. GET
SOCIAL
Build
your
reach
with
your
own
content,
curated
and
interacOon.
Follow
and
engage
with
influencers.
Ask
employees
to
parOcipate.
Use
hashtags.
Make
your
posts
enOcing
for
clicks,
shares
and
likes.

31. 44% of email
recipients made at
least one purchase
last year based on a
promotional email.
USE
LISTS
You
MUST
use
segmenOng
in
your
e-­‐mail
blasts.
UOlize
markeOng
automaOon
and
ensure
focused.
Follow
good
e-­‐mail
pracOces
with
subject
lines,
type
of
content
and
limited
acOons.

32. Outbrain
Hootsuite
SimpleReach
ShareThis
DISTRIBUTION TOOLS
Zemanta
TubeMogul
OneLoad
StumbleUpon

33. REVENUE MAPPING

34. Where can I go from here?
• Website Audit
• Strategic Consulting
GOT QUESTIONS?
Check out information on future
seminars or access slides from
past ones at insivia.com/seminar