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.
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.
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
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
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
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.
28.
29.
30.
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.
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
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
- 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)