On August 26, 2015, Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) led a webinar discussion on the strategies for creating and distributing content that will drive sales and increase conversions for your business.

1. TURNING STORIES
INTO DOLLARS: HOW
TO CREATE A
CONTENT
MARKETING MACHINE
THAT WORKS

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.

4. An Ever-Changing
Industry

5. Why Content?
Buyers want to feel connected to a brand before and
beyond purchase.

6. CHALLENGE
FOR
MARKETERS#1“CREATING ENGAGING CONTENT”

7. KEY COMPONENTS OF A
SALE
HELP
TRUST AND
RESPECT
STAYING TOP-
OF-MIND
INTERNAL
TIMING &
RESOURCE
S

8. HOW CAN YOUR
EXPERT CONTENT
HELP ACCOMPLISH
ALL OF THIS AND
MORE?

9. KEY COMPONENTS OF A
SALE
HELP
DEMONSTRATE
EXPERTISE AND
LEADERSHIP
CREATE
CONSISTENT
POSITIVE
TOUCHPOINTS
EDUCATE ON
IMPORTANCE

10. IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE

11. Steps for Creating an ROI Driven
Content Strategy

12. ESTABLISHED GOALS
A TARGET AUDIENCE
KEY METRICS TO MEASURE

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

14. Track key metrics
• Site visits
• Page views
• Reading time
• Leads
• Sales

15. How to Create Amazing Content

16. Create mini campaigns

17. The Big Picture
One of the most attractive things about content is it’s opportunity to
drive qualified leads through a funnel.

18. CONTENT FUNNEL

19. Harness your company’s
expertise

20. A WELL-ROUNDED
CONTENT TEAM
CONTENT
STRATEGIST
SUBJECT MATTER
EXPERTS
CONSUMABLE
EDITOR
DISTRIBUTION
SPECIALIST

21. What editors of the top publications had to say

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

24. Our Q1 Numbers
Q4 2014
Q1 2015

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

26. Yuriy Bokiv
CEO
Gravity Media
Luba Tolkachyov
Co-Founder, New Media Development
Gravity Media

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.

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.

33. #LikeableICO @tweetJohnHall @DaveKerpen
Is content still king if nobody sees it?
CONTENT
DISTRIBUTION

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

35. #LikeableICO @tweetJohnHall @DaveKerpen
CONTENT RECOMMENDATIONS

36. Example: generate X
new qualified leads
through ebook
downloads – keep
CPL below $Y
DEFINE YOUR GOALS AND KPI’S

37. DEFINE YOUR GOALS AND KPI’S
Example: drive X new visitors
that will visit more than Y
pages per session

38. MAKE SURE YOU CAN TRACK
PERFORMANCE

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

42. TEST EVERYTHING!

43. TEST EVERYTHING!
75% Reduction in CPA

44. TEST EVERYTHING!
57% Increase in Conversion

45. MEASURE  OPTIMIZE  REPEAT
Approach Content
Marketing as a
journey rather than a
one-off campaign

46. #LikeableICO @tweetJohnHall @DaveKerpen
THANK YOU!
@rgishri