The Advanced Guide to Creating and Distributing Expert Content in an Ever Changing Industry
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In a world of brand publishing and evolving social media, staying ahead of the curve is no easy task. By creating niche content using your company’s core expertise and distributing that content using strategic tools and techniques, you can have a lasting impression on your audience. John Hall (CEO, Influence & Co.) and Dave Kerpen (CEO, Likeable Local) discuss how brands can position themselves for long-term success through exceptional content and distribution in, "The Advanced Guide to Creating and Distributing Expert Content in an Ever-Changing Industry."
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The Advanced Guide to Creating and Distributing Expert Content in an Ever Changing Industry
- 1. THE ADVANCED GUIDE TO CREATING AND DISTRIBUTING EXPERT CONTENT IN AN EVER- CHANGING INDUSTRY #LikeableICO @tweetJohnHall @DaveKerpen
- 2. Director of Content & Social Media at Influence & Co. Tweet: @MayaSLuke #LikeableICo
- 3. Dave Kerpen is the the founder and CEO of Likeable Local, the cofounder and Chairman of Likeable Media, the NY Times Bestselling author of 3 books, the #1 LinkedIn Influencer of all time in pageviews, ahead of Bill Gates, Jack Welch, Mark Cuban and Barack Obama, and the proud father of Charlotte and Kate Kerpen. John Hall is the co-founder and CEO of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts. John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider and Harvard Business Review. #LikeableICO @tweetJohnHall @DaveKerpen
- 4. An Ever-Changing Industry #LikeableICO @tweetJohnHall @DaveKerpen
- 5. Why Content? Buyers want to feel connected to a brand before and beyond purchase. #LikeableICO @tweetJohnHall @DaveKerpen
- 6. CHALLENGE FOR MARKETERS#1“CREATING ENGAGING CONTENT” #LikeableICO @tweetJohnHall @DaveKerpen
- 7. 90% OF DATA IS CRAP Julie Fleischer | Director of Data, Content, and Media | Kraft Foods Group #LikeableICO @tweetJohnHall @DaveKerpen
- 8. + = TRUST TOP-OF-MIND MARKETING OPPORTUNITY #LikeableICO @tweetJohnHall @DaveKerpen
- 9. KEY COMPONENTS OF TRUST HELP #LikeableICO @tweetJohnHall @DaveKerpen
- 10. People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe. Simon Sinek | Author #LikeableICO @tweetJohnHall @DaveKerpen
- 12. HOW CAN YOUR EXPERT CONTENT HELP ACCOMPLISH ALL OF THIS AND MORE? #LikeableICO @tweetJohnHall @DaveKerpen
- 13. IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE #LikeableICO @tweetJohnHall @DaveKerpen
- 17. THE DIFFERENTIATING FACTOR PASSION/CUSTO MER PAIN POINTS KNOWLEDGE/SKI LL DIFFERENTIATIN G FACTOR #LikeableICO @tweetJohnHall @DaveKerpen
- 18. GET OUT THERE CONTENT STRATEGY KNOWLEDGE EXTRACTION CONTENT CREATION PUBLICATION & DISTRIBUTION #LikeableICO @tweetJohnHall @DaveKerpen
- 19. DOCUMENT YOUR STRATEGY 35% of marketers have a documented content strategy (Content Marketing Institute). #LikeableICO @tweetJohnHall @DaveKerpen
- 20. ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE #LikeableICO @tweetJohnHall @DaveKerpen
- 21. Organize Your Company’s Knowledge #LikeableICO @tweetJohnHall @DaveKerpen
- 22. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST #LikeableICO @tweetJohnHall @DaveKerpen
- 23. Just Starting Out? 3 Tools to Get Started Organization — Centralize your company’s knowledge • Tool: Knowledge Management Template Writing — Research relevant keywords & phrases • Tool: BuzzSumo Editing — Ensure your writing is concise and error-free • Tool: Hemingway App #LikeableICO @tweetJohnHall @DaveKerpen
- 24. A PLATFORM TO PUBLISH #LikeableICO @tweetJohnHall @DaveKerpen
- 25. 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 #LikeableICO @tweetJohnHall @DaveKerpen
- 26. Tracking ROI • Site visits • Leads • Sales #LikeableICO @tweetJohnHall @DaveKerpen
- 27. #LikeableICO @tweetJohnHall @DaveKerpen The key to successfully promoting your content is… Getting it in front of your target audience in a scaleable fashion!
- 28. #LikeableICO @tweetJohnHall @DaveKerpen First, ask yourself, “Where are my prospects hanging out?” Psst: I bet they are on social media…
- 29. #LikeableICO @tweetJohnHall @DaveKerpen You Guessed It…They’re On Social! • American social media users spend on average 2.7 hours per day on social media. That’s 28% of all social activity! • 56% of the population goes to Facebook more than once a day, 29% for Twitter, 14% for LinkedIn • Businesses that use Facebook have increased sales by 75% • 23% of Facebook users check their account at least 5x per day Source: Adweek, Mashable, Hubspot, Culture and Youth
- 30. #LikeableICO @tweetJohnHall @DaveKerpen 5 Ways To Promote on Social 2. Utilize Influencers 4. Advertise Smarter 3. Utilize Employees 5. Repurpose Content 1. Create Buzz with Content
- 31. #LikeableICO @tweetJohnHall @DaveKerpen 1. Create Buzz with Content Create clear, exciting social messaging! Use Blog posts, Great CTA’s, & Hashtags Get your audience pumped! Try countdowns & feature speakers/authors.
- 32. #LikeableICO @tweetJohnHall @DaveKerpen Blog Posts Write a teaser blog to promote an eBook, webinar, event, etc! !
- 33. #LikeableICO @tweetJohnHall @DaveKerpen Calls-To-Action Include CTA’s within all content to make it easily shareable
- 34. #LikeableICO @tweetJohnHall @DaveKerpen #Hashtags o Hashtags = trackable keywords! o Hashtags let your tweets become part of larger conversations to gain more visibility
- 35. #LikeableICO @tweetJohnHall @DaveKerpen Get Your Audience Pumped! With countdowns and posts about your speakers!
- 36. #LikeableICO @tweetJohnHall @DaveKerpen 2. Utilize Influencers Pick influential thought leaders in your industry Ask yourself: • “Do they have a big newsletter list? “ • “Do they have a huge social following?” A good partner = doubled promotion and visibility!
- 37. #LikeableICO @tweetJohnHall @DaveKerpen Create Twitter Lists to Keep Up with Influencers
- 38. #LikeableICO @tweetJohnHall @DaveKerpen Co-Brand Content When Appropriate!
- 39. #LikeableICO @tweetJohnHall @DaveKerpen 3. Tap Into Your Employees • Encourage sharing on Facebook, Twitter, & LinkedIn. • If your content is great, your employees should be happy to share! • Make it easy to share with tools like and
- 40. #LikeableICO @tweetJohnHall @DaveKerpen • Social advertising is one of the most effective & affordable marketing tools for small businesses 4. Advertise Smarter “US social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018” -Business Insider
- 41. #LikeableICO @tweetJohnHall @DaveKerpen 3 Pillars Of Succeeding With Ads Set Goals Reach The Right People Scale Smarter
- 42. #LikeableICO @tweetJohnHall @DaveKerpen Set Goals! "People with goals succeed because they know where they're going." -Earl Nightingale
- 43. #LikeableICO @tweetJohnHall @DaveKerpen Make S.M.A.R.T. Goals Specific Measureable Attainable Relevant Time Bound
- 44. #LikeableICO @tweetJohnHall @DaveKerpen A few more ad tips… Ad Copy Rules of Thumb: 1. Be Clear and Concise 2. Keep Your Objective in Mind 3. Always Be Helping Don’t forget to optimize your visuals for mobile, too! Be creative. Be unique. Be Visual. Visual content is consumed most directly on social media
- 46. #LikeableICO @tweetJohnHall @DaveKerpen Reach The Right People Create an audience to reach who matters to you most! • Create custom audiences • Lookalike audiences • Saved target groups Make audiences based on industry, income, job title, location, age, gender, interests, and more!
- 47. #LikeableICO @tweetJohnHall @DaveKerpen Track & report regularly Double down on what is working You may be sick of your Ad, your prospects aren’t! Adapt to current trends Always-be-optimizing Scale Smarter
- 48. #LikeableICO @tweetJohnHall @DaveKerpen Repurpose Content Don’t be afraid to repeat great content!
- 49. #LikeableICO @tweetJohnHall @DaveKerpen Recycling Content Works!
- 50. #LikeableICO @tweetJohnHall @DaveKerpen From Ebook To Webinar
- 51. #LikeableICO @tweetJohnHall @DaveKerpen Don’t forget about continual promotion… • Even after the launch, continue creating buzz! – Recap the initiative in a blog post – Encourage your audience & employees to keep sharing the content!
- 52. #LikeableICO @tweetJohnHall @DaveKerpen HOW CAN LIKEABLE HELP?
- 53. #LikeableICO @tweetJohnHall @DaveKerpen Likeable Hub Use thousands of content ideas at your fingertips and preplan your posts for the most effective times
- 54. #LikeableICO @tweetJohnHall @DaveKerpen TURBOPOST ™ Technology #SMTLive | @DaveKerpen Strategically Repeated Tweets: Reverb for Twitter automatically repeats your posts 5 times to maximize reach and engagement Clicking “TurboPost” turns your Facebook post into a “boosted post on your business’ page to increase audience reach!
- 55. #LikeableICO @tweetJohnHall @DaveKerpen Likeable Hub Site #SMTLive | @DaveKerpen
- 56. #LikeableICO @tweetJohnHall @DaveKerpen SPECIAL PROMOTION! -Try Likeable Hub VIP for Free @ LikeableHub.com -Get A Free Month of Likeable Hub Expert or $200 off Likeable Hub Pro before July 31st! -Visit LikeableDemo.com or call 212-359-4355 -Mention #LikeableICO
- 57. Get $500 off your first month with Influence & Co. Reach out and mention “LikeableICo Webinar” Influence & Co. Special Offer
- 58. #LikeableICO @tweetJohnHall @DaveKerpen THANK YOU! CONTACT Dave Kerpen EMAIL Dave@likeable.com TWITTER @davekerpen PHONE 212-359-4355 QUESTIONS?
- 59. I’M HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @tweetJohnHall. Connect with me on LinkedIn. Email me at john@InfluenceandCo.com.
- 60. Q & A
- 61. #LikeableICO @tweetJohnHall @DaveKerpen GRAND PRIZE! One year of Likeable Hub VIP! ($240 value)
Hinweis der Redaktion
- - 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
- - There’s always going to be data out there. But your job is to look at things and determine how it applies to you because data is contextual.
- Trust + Top of Mind Marketing = Opportunity
- So how do you know what your content should be about? You have to start with your why. I’m not the first one to say this, Simon Sinek is an author, leadership expert, and well-known TED speaker that explains the importance of knowing and continuing to act on the “Why”of your company.
- Here’s my why: When you look at my company. What we do: We extract knowledge and get clients published in niche publications. How do we do it: Through our knowledge extraction process and our 700+ publication relationships. Why do we do it: To showcase our clients’ expertise and position them as leaders in their industry
- 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.
- Dell for example, a long-time client of ours, came to us not because they wanted to sell more laptops. They wanted to grow their entrepreneurial program and build a reputation that spoke to their startup and entrepreneur audience.
- On the other hand, smaller companies like Gravity Media: Their goal was sales, and people are buying Gravity Media because of their expertise If you help and educate your audience, they buy your stuff, which leads to performance What are you trying to accomplish? When figuring out how your expertise can be valuable
- Content Tilt - The Differentiating Factor Knowledge/Skill —- Passion/Customer Pain Point — Content Tilt — The differentiating factor
- Documenting your content strategy is super important Activity: Maybe ask the audience, “Who here has a documented strategy?” (Stolen from Joe Pulizzi)
- Before you start haphazardly creating content, you need a plan: Set goals Establish an audience Determine key metrics to measure success
- To help with content creation, house all of your information in a spreadsheet or knowledge management system *To streamline this process, our team created a downloadable knowledge management template that you can find on our website* We’ve actually recently developed an entire internal portal with a knowledge bank feature (an example of one my team has developed for m is on screen) Also a great way to house important information and make it accessible to your team
- 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.
- 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) BuzzSumo — Our team uses BuzzSumo to discover what keywords and phrases our industry is searching for. Hemingway App — While we have our own in-house editorial team, the Hemingway App is a great tool to help you improve the clarity in your text by identifying long, complex sentences and common errors.
- Company blog External niche publications — where is your audience? What are they reading?
- Bring in stats around how effective SEO / organic is for visitors to site Talk about building personas and topic campaigns Every FAQ should be a topic Give ways to source pubs effectively that reach these personas
- These are the top 3 things our team focuses on measuring. Site visits — This is considered a “vanity metric” because visitors alone probably aren’t going to make your company more money. However, it’s a good indicator of how your content is performing. Leads — With leads generated, you’re getting closer to seeing the payoff from your content efforts. Sales
- http://startupdope.com/how-to-engage-with-your-customers-on-social-media/
- http://startupdope.com/how-to-engage-with-your-customers-on-social-media/
- http://cdkeybox.com/basic-social-promotion-tips/
- http://blog.raynforest.com/2014/10/influencer-marketing/
- http://www.practicalecommerce.com/articles/71742-Twitter-Lists-How-to-Create-Use-and-Manage
- http://www.practicalecommerce.com/articles/71742-Twitter-Lists-How-to-Create-Use-and-Manage
- http://superdevelop.com/category/social-media-marketing/
- Add an image here??
- http://leadtoimpact.com/five-keys-to-smart-goal-setting-and-achieving/
- http://www.businessinsider.com/hey-twitter-your-ads-are-even-worse-than-facebooks-heres-the-data-2013-11