Lance Concannon of Sysomos delivered this session at the MarTech Festival, 16th November, London. #MarTechFest

1. Add laser focus to your
content and influencer
marketing
Lance Concannon – marketing director, Europe
Martech Festival 2017

2. Define your scope – with laser-focus

3. Content Marketing in 2017
Mostly just throwing
crap at the internet to
see what sticks.

4. Social data can help us do better
Content
planning
Audience
insights
Real-
time
feedback
Post-
match
analysis

5. Content planning and research

6. Guess Who? Audience insights

8. Are we moving the dial?

9. Brand awareness
• Exposure
• Share of Voice
• Influence
• Engagement
• Sentiment

10. Sales
• Lead volume
• Engagement
• Conversions
• Cross-sells
• Sales cycle length

11. Customer retention
• Customer saves
• Customer recommendations
• Churn reduction

12. Reduced costs
• Advertising spend
• SEO
• Public relations
• Customer service

13. Be SMART
• Specific
• Measurable
• Achievable
• Realistic
• Timed

14. Know where your leads came from
• Use tracking codes
• Follow people through content
to your landing pages and
beyond
• Assign a cash value to those
leads and compare
content/campaign performance

15. Don’t forget the funnel

16. Post-match analysis

17. Search AnalyzeEngageListenDiscover Publish
GRATUITOUS SALES PITCH!
Sysomos is a unified integrated platform for earned, owned, and paid that helps you get in control and stay in control
of your digital strategy at scale, with the capabilities you need most (and without the stuff you’ll never use).

18. See it in action
www.sysomos.com/request-demo/