1.
Connecting With Contractors
To Grow Your Business
Shelley Middlebrook, President, Fifth Story
August 26, 2019

2.
Marcom Consultation
& Strategy
Creative Ideation &
Development
High Quality, Multiplatform
Content Production
Content Publishing,
Distribution & Amplification
PESO Content Measurement,
Analytics & Reporting
Who We Are?

3.
Fifth Story’s mission is to deliver
innovative, smart and impactful content
marketing strategies that deliver on our
client’s marketing and business goals.

4.
Our Clients

5.
From the 1960-90s, big brands controlled the
messaging through advertising and big media
controlled the airwaves and publishing.
Not Too Long Ago
Advertising Ruled!

6.
The Internet & Digital:
Consumers are in control and can seek
out information.
Consumers don’t want to be sold to or
interrupted. They can avoid advertising
and irrelevant brand messages.
Content Marketing is an alternative to
the advertising age.
Tipping Point for Content Marketing

7.
Buying Behaviours and
Expectations Have Changed
Content Marketing allows you to connect with your customer in an
authentic, human way to deepen relationships by providing value that
can pay off in loyal customers and increased revenues.
What do customers expect?
• Exceptional Customer Experiences
• Authenticity and Transparency
• Valuable Interaction Before Transaction
• Mobile – On-The-Go Connection
• Personalized Omni-Channel Experiences

8.
Content Marketing is the
only Marketing left.
“ “
The Marketing World
Keeps Evolving
- Seth Godin, Branding Guru
Content marketing went from a tactic, to a marketing model, to a business
model. The Marketing world keeps evolving.

9.
“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.”
- Content Marketing Institute
What is Content Marketing?

10.
Why Content Marketing? It Works!
• Customers appreciate it – get
information when and where they
want it
• Connects brand/organization
with customer along the buyer
journey (multiplatform)
• Build trust by being helpful
and informative
• Generates leads
• Gain insights about your customer
• Builds loyalty

11.
The same study found
consumers who read a
brand’s educational content
where 131% more likely
to purchase from that brand.
Conductor 2017 Study: How educational content affects trust, affinity, and purchase power.
Content Marketing Builds
Trust, Affinity & Purchase Power

12.
PQ Media Global Content Marketing Forecast 2015-2019
0
50
100
150
200
250
300
350
400
450
2011 2013 2015 2017 2019 2021
Stats
$75.2B
$101B
$138B
$212B
$300B
$412B
Global Content Marketing

13.
Source: Content Marketing Institute:B2C and B2B Content Marketing Study
2018, Benchmarks, Budgets and Trends North America
91% of B2B marketers use content
marketing to reach customers and 86%
of B2C marketers think content
marketing is a key strategy.
Content Marketing – Not a Trend

14.
Only 33% of B2C marketers
surveyed have a documented
content marketing strategy and
37% of B2B marketers.
64% of marketers want to build a
better content marketing strategy.
Source: Content Marketing Institute: B2C and B2B Content Marketing Study 2018,
Benchmarks, Budgets and Trends North America
Content Marketing Without
A Documented Plan

15.
Content Marketing
Strategic Plans
• Business & Marketing Goals
• Target Audience – Buyer Personas
• Buyer’s Journey
• Content Editorial Mission + Brand Story
• Creative/Content Development Plan
• Content Schedule
• Publishing and Distribution Plan
• Processes, Guidelines & Governance
• KPIs and Metrics tied back to Goals
• Resources and Budget
• Data and Analysis

16.
What is the Goal of
Your Content Marketing
• Why are you creating the content?
• How will it be differentiated and valuable
for you consumer?
• Who are you creating the content for?
• What do you want people to do when
they read your content?

17.
Content Marketing Tied
To Business Goals
Business goals are different for every organization. Depending on the size of
your business, resources, timeframe for achievement, industry, competition,
sales cycle, lifetime value of a new client, etc.
They need to be S.M.A.R.T Goals – specific, measurable, attainable, realistic, timely.
Most Common Types of Goals:
• Sales Goals – increase in sales of a specific product or service
• Cost Savings Goals – reduce business costs, improve efficiencies
• Business Goals – launch a new product or service, change perception,
create new revenue stream

18.
Each Piece of Content Needs A
Specific Goal That Ladders Up To
The Overall Goal
• Increase Brand Awareness – Impressions, Reach, Views
• Engage Customers – Visitors to site, time on website, reactions to content
• Generates Leads – fill out a form from contacts, downloadable content,
sign up e-newsletter, a call-ins, visit store
• Convert More Leads – #transactions, $ value of sale, volumes of sales
• Improve Retention and Upsell – lifetime value of client, additional sales
value, referrals, testimonials

19.
PUBLICITY
Optimized content
Shareable content
Engaged content
Google authorship
PAID MEDIA
AUTHORITY
INFLUENCER ENGAGEMENT
PARTNERSHIPS
SOCIAL MEDIA
CONTENT
INCENTIVE
Facebook sponsored posts
Paid Digital & Social
Advertising
Fan acquisition
Lead generation
Affiliate
Brand ambassadors
Sponsored content
Native advertising
Create from experts
Employee stories
User gen content
Brand journalism,
webinars, videos & podcasts
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Instagram
Charity tie-ins
Community service
Co-branding
Response to detractors
Detractors turned to loyalists
Loyalists turned to advocates
Media relations
Blogger relations
Investor relations
Influencer relations
https://iterativemarketing.net/peso-model-marketing/
spinsucks.com
Content Marketing Channels

20.
Owned Channels
• With a fragmented media market and
consumers seeking out information when
and where they want it, it is crucial to build
your brand’s owned media channels.
• By building a marketing audience that you
own – email addresses, phone #s, etc. You
then can remarket to them with content to
help move them along the buyer’s journey
and convert them.
• Leveraging your owned media channels is
more efficient and effective – you own the
messaging, the cost of reach is less, easier
to sell to the converted than new clients, etc.
EMAIL
NEWSLETTER

21.
GeneralElectric
Blanco
Enbridge
Brands Need To Operate
Like A Media Company
General Electric

22.
Why Your Site Matters?
• Every 60 seconds, 3.8 Million searches are
performed on Google.
• Google is constantly changing their algorithms. SEO
is not as simple as it once was.
• Google wants to deliver the best content to users
on the right device at the right time as quickly
as possible.
• Smart marketers have the same goal – providing
content that resonates, engages and converts –
where ever, when ever and however customers
discover it. You own the media channel.
• Use Google Analytics and Google Ads to build
an audience and remarket. Sept 26, 2018

23.
Use earned, shared and paid channels to drive qualified leads to website to
learn and ask for more information.
Create A Content Destination
That Provides Value

24.
Sources: comScore 2017, Smart Insights, Marketing Land, Google, McKinsey & Co, YouTube
• By 2019, mobile advertising will represent 72% of all US digital ad spending
(currently at 50%)
• 61% of users are unlikely to return to a mobile site they had trouble accessing
and 40% will visit a competitors site instead
• 63% of Canadians spend the majority of their digital time on mobile
• 80% of internet users own a smartphone
• +50% of YouTube views come from mobile devices
Make Sure Your Marketing
Is Built For Mobile

25.
https://www.buildforce.ca/en/media/facts
• 1.4 million Canadians have jobs in construction trades and professions
• Construction workers install, repair, and renovate work with $239 billion annually
• Average age of construction worker is 42
• 36% of the work force are in Ontario, followed by 17% in Quebec and Alberta,
16% in BC
• There are 368,000 firms employing these workers, but they are generally small
businesses with less than 5 employees (both residential and non-residential)
What does the Canadian Contracting/
Building Industry Look Like

26.
What are Buyer Personas?
• They are fictionalized, generalized representations of your ideal customers
• You might have 1 or 2 personas, or many more
• They come from research and real data about your customers
• Buyer Personas provide structure, context and alignment with your organization
• Understanding who your most valuable clients are will make it easier to develop
useful content, and allocate time and resources
• Ultimately, leading to better results and a positive return on investment for
your marketing dollars

27.
Objections/Questions – Pain Points
Things that the buyer thinks about when moving along the purchase journey.
Connecting the Buyer Persona
And Purchase Journey
• How do I solve my problem/need?
• What product/service could help me solve my problem/need?
• How do these products/services work?
• Where can I get these products/services?
• How do these competitive products/services compare?
• What do these products/services cost?
• Do I need this product/service?
• Do I need to upgrade my product/service?
• Should I tell my friend about this product/service?

28.
Triggers
Actions or activities that a buyer takes to move along the purchase journey.
They may include:
• Performing a Google search
• Visiting a brand’s website
• Signing up for free content
• Signing up for a software demo
• Getting a free consultation
• Calling a business
• Following a social media page
• Visiting a dealer/distributor
Connecting the Buyer Persona
And Purchase Journey

29.
AWARENESS
BROW SE &
RESEARCH
SELECT &
VALIDATE
SERVICE &
RETURN
PR
Trade Show
Word of Mouth
Digital Ads
Viral Email
LinkedIn
Direct Mail
Blog
Dealer
Website
Mobile
Call Centre
IM/Chat
Invoice Promo
Blog
E-Mail
TRANSACTION
Association
The Purchase Journey – Touch Points
Search

30.
AWARENESS
BROW SE &
RESEARCH
SELECT &
VALIDATE
SERVICE &
RETURN
TRANSACTION
Awareness:
Buyer: Becomes aware of an issue/pain/need
Brand Action: Focus on solving the issue/pain/need with big picture industry content. Don’t try to
go straight to sale. Help them identify their problem.
Browse & Research:
Buyer: Gets interested in finding a solution
Brand Action: Focus on solutions to their problem. Educate and help give them buying criteria.
Select & Validate:
Buyer: Evaluates specific products/services and is willing to engage with sellers
Brand Action: Show what it is like to work with you - demos, trials, testimonials, case studies,
vendor comparisons.
Transaction:
Buyer: Commits to a specific product/service
Brand Action: Ensure that the purchase/implementation is easy to make with great customer service.
Service & Return:
Buyer: Expects their purchase is a great experience and choice. May be interested in extended goods/services.
Brand Action: To ensure buyer is a loyal brand advocate, and will make additional purchases and/or
recommendations.

31.
The Importance of Your Content
Marketing Editorial Mission
To ensure your organization and team is focused on creating the most
relevant content you need to answer:
• Who does your content help the most – who is it specifically for?
• What information/solutions will our content provide to buyers and
why is it different?
• What outcome am I expecting – what do I want the audience to do after
consuming the content?

32.
• Real-time Content
• Emotional Connection – Storytelling
• Repurposing Content
• Creative Ideas – more quality content
with the same budget
Content That Connects
Highly visual, Video is the leader, Multiple versions, need to create more with
the same money for multiple channels …
… so it has to be a really good creative idea – not necessarily a really big
production budget.

33.
• We’re drawn to narratives and stories
that make us feel human (shared
feelings, emotions)
• Stories help us find meaning in our lives
• Stories are a way to help us solve
problems and pass on learnings
Brand Story
Customer
Experience
Reason
Why
Brand
Promise
Characters
Brand
Biography

34.
• Story Structure Basics – your story should have a beginning, a middle and
an end/takeaway, relatable character(s), conflict/tension/suspense,
story/narrative arc (not always linear, especially in social).
• Remember to build in the purpose of your brand in an authentic way –
mission, vision, values, USP.
• Story Archetypes – themes: Tragedy, Comedy, Voyage & Return, Rebirth,
Rags to Riches, Overcoming the Monster, and the Quest.
Brand Storytelling Tips

35.
Content That Works

36.
Responsive, targeted, digital ads drive to industry specific landing pages.
Content That Works Google Ad Network

37.
Build
Brand
Story
Develop
Content
Publish &
Amplify
Content
Measure &
Analyze
Optimize
& Repeat
• Build an engaging brand story - key messaging
• Develop content to tell the story
• Publish and amplify messaging to target with PR, paid digital and social media
• Measure and analyze and report on results
• Optimize efforts based on results
Our Approach

38.
Search advertising is the most direct response form of online media. In addition to
generating the highest engagement rates, advertisers are only charged when the
audience clicks on its ad. Search campaigns will be deployed, targeting your audience.
Google Search:
Display and remarketing banner campaigns use banner units to re-target
audiences and grow awareness and understanding of products. Big Box,
leaderboard, skyscraper, and responsive ads are recommended.
Display and Re-marketing:
Retargeting marks or tags users who visit specific website pages or sections of a web or
microsite. This audience is served ad units to encourage them to revisit the landing page
and take action. The retargeting campaign will be served to people who have visited the
landing page but didn’t complete desired actions. Visitors might have been driven to the
page via email, search marketing, or related social post. Retargeting campaigns improve
overall ROI of digital advertisers, and build an engaged audience group that can be sent
sequential marketing messages.
Retargeting:
SEM Recommendation

39.
Google Display Ad Network
2. Create responsive ad units
that resonate with key audience.

40.
Sources: comScore 2017, Hubspot 2016, Google 2016, and Statista 2017
73% of people say
they use Facebook
for professional
purposes.
Over the past
two years, content
consumption has
increased by 57%
on Facebook and
21% on LinkedIn.
WhatsApp and
Facebook Messenger
have 1 billion users
each worldwide. With
28% of Canadians
using Facebook
Messenger.
22.8 million
Canadians
monthly on
YouTube (part of
Google).
Social Amplification

41.
Job Title Interests
Contractors on Social Media

42.
Job Title
Contractors on Social Media

43.
By Groups
Contractors on Social Media

44.
The Importance of the
Marketing Tech Stack
There has been an explosion of new marketing tools and technologies to help
produce, publish, manage and measure content marketing, such as Hubspot,
Marketo, Salesforce, etc.
• Marketing has to work more closely with IT and Data Analysts than ever before,
and it all drives back to customer experience. New hires or restructuring
between marketing and tech departments.
• Build strong data foundation from multiple channels and share the data and
insights – Google Analytics, Ad Tags, Pixels.
• Ensure your marketing technology and tools can integrate with other systems
and are cross channel even if you currently not using all channels-future proof.

45.
The number of email users worldwide is
forecasted to rise to 2.9 billion by 2019.
Brands that personalize promotional
marketing emails experience 27% higher
unique click rates and 11% higher open
rates than those that do not personalize.
Source: Statista 2016, Experian 2016
E-Mail Marketing is
Alive and Kicking

46.
Marketing automation technology (such as Marketo, Salesforce, Hubspot etc.)
allows brands to scale their efforts across channels and to generate and nurture
leads along the purchase journey.
Lead nurturing is the process of ensuring the lead receives the most relevant
message at the most opportune time based on lead scoring system.
Lead scoring system should be agreed upon by sales and marketing based on
where the buyer is in the purchase journey and assigning points based on lead fit
information from forms (are they your ideal buyer), lead interest and behaviour
(if reading an article or clicking on site at earlier stage than if looking at pricing,
filling out forms, downloading info).
Lead Nurturing & Marketing Automation

47.
• Helps build brand story
• Provides Credibility
• Can’t control the narrative
• Insight into what content is resonating
with consumers
Earned Media Can Provide
Credibility & Huge Brand Lift

48.
Leveraging social media influencers that have a
natural connection or alignment with your brand
and target audience can help to build credibility
and authenticity.
Micro Influencers (smaller audience non-celebrity)
often have greater credibility, higher and more
frequent engagement with their followers, and are
more cost effective.
49% of people say they rely on recommendations
from influencers when making purchasing decisions.
Source: Twitter and Annalect, 2016
Influencers, Micro-influencers
& User Generated Content

49.
With the increased ability to monitor, measure,
and analyze across platforms, marketers are
looking to tie business objectives – profit,
revenue, customer retention and satisfaction
to their marketing efforts.
The key to success is to continue testing,
optimizing, setting benchmarks and key
performance indicators that can ladder up
to your goals.
Engaged & Effective Measurement

50.
Successful Content Marketers
• Have a Content Marketing Strategic plan tied to goals
• Have a brand narrative and tell stories – not sales pitches
• Provide useful information with interesting, visual content
• Talk about people, culture, causes – not only products/services
• Prioritize mobile first & customer experience
• Layer in ability to purchase and promote within branded content
• Leverage PESO channels – with emphasis on owned
• Built in lead generation across platforms
• Act as a media company that is always-on
• Continue to test, optimize and revise goals

51.
Thank You!