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WHY YOUR
CONTENT MARKETING
CAN’T SUCK
ANDY HALKO
INSIVIA
THINK SMART.
ACT BOLD.
REVENUE MAPPING
CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTEN...
CONTENT FOR
THE BUYING CYCLE
THE JOURNEY
Inbound Marketing Is A
Long Term, Not Instant, Investment.
WHEREGreat CONTENTHappens
Valuable	
  
Unique	
  
Targeted	
  
VALUE IS KING
Help me solve a problem!
!
Teach me something new
!
Tell me a story!
!
Show me something I’ve never seen bef...
98%
OF CONTENT
FUCKING
SUCKS
(not an official stat)
Seriously, I can’t read another article.
2 Million blog posts
are created everyday.
You are littering the internet.
LOW RISK
easy
quick
cheap
LOW REWARD
Struggle to get reach &
low conversions.
PLEASE
MAKE BIGGER, BOLDER BETS
HIGH RISK
ha...
BUILD A WEB APP
Target: Interior Designers
Tool: Personal Product Library
Offer: Free + Cheap Version
Cost: $50,000
ROI: H...
A CALCULATOR
AN EDUCATION
PLATFORM
Train
Assess
Certify
Connect
A DOCUMENTARY
CUSTOMIZABLE DATA
VISUALIZATION
A TOOLBOX
Combine industry tools for
your target audience and
offer a bundled
discount you negotiate.
A VIDEO SERIES
TRY NEW THINGS
THE INDIVIDUALIZATION
OF CONTENT
With interactive – calculators,
assessments, data manipulation, etc. –
the content is
uni...
WHERE DO
YOU START?
It’s hard to sit in a room and
think of something amazing.
Try it.
PERSONAS
ARE THE KEY TO VALUE!
PLANBOLD
TARGET, TARGET, TARGET.
Create Specific Focuses!
Center on Conversion
Encircle with Value
Distribute
DISTRUBUTION CHANNELS
OWNED
MEDIA
Present	
  the	
  right	
  informa/on	
  	
  
at	
  the	
  right	
  /me.	
  
Integrate	
  sharing	
  tools.	
 ...
PARTNERS
AFFILAITES
INDUSTRY
LEADERS
COMMUNITIES
GET
SOCIAL
Build	
  your	
  reach	
  with	
  your	
  own	
  	
  
content,	
  curated	
  and	
  interac/on.	
  
Follow	
  a...
44% of email
recipients made at
least one purchase
last year based on a
promotional email.
USE
LISTS
You	
  MUST	
  use	
 ...
Outbrain
Hootsuite
SimpleReach
ShareThis
DISTRIBUTION TOOLS
Zemanta
TubeMogul
OneLoad
StumbleUpon
Where can I go from here?
•  Website Audit
•  Strategic Consulting
GOT QUESTIONS?
The Death of Content Marketing - 2015
The Death of Content Marketing - 2015
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The Death of Content Marketing - 2015

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Content Marketing is the big buzz word, but too many people are creating crap and there are more joining the bandwagon every day. The next evolution will be interactive, individualized content.

Veröffentlicht in: Marketing
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The Death of Content Marketing - 2015

  1. WHY YOUR CONTENT MARKETING CAN’T SUCK ANDY HALKO INSIVIA
  2. THINK SMART. ACT BOLD.
  3. REVENUE MAPPING
  4. CONTENT VALUABLE UNIQUE RELEVANT SEARCH INBOUND LINKS SOCIAL SHARES PHRASE FOCUSED SOCIAL POSTS SHARES VIRAL E-MAIL CONTENT SEGMENTS AUTOMATION CONTENT SEGMENTS PROFILES PPC LANDING PAGES SALES FOLLOW UPS TRADITIONAL TRADE SHOW DIRECT MAIL WORKSHOPS
  5. CONTENT FOR THE BUYING CYCLE
  6. THE JOURNEY Inbound Marketing Is A Long Term, Not Instant, Investment.
  7. WHEREGreat CONTENTHappens Valuable   Unique   Targeted  
  8. VALUE IS KING Help me solve a problem! ! Teach me something new ! Tell me a story! ! Show me something I’ve never seen before ! Make me laugh, or cry, or cheer
  9. 98% OF CONTENT FUCKING SUCKS (not an official stat)
  10. Seriously, I can’t read another article. 2 Million blog posts are created everyday. You are littering the internet.
  11. LOW RISK easy quick cheap LOW REWARD Struggle to get reach & low conversions. PLEASE MAKE BIGGER, BOLDER BETS HIGH RISK hard time consuming expensive HIGH REWARD If it is good, it can have high reach and big impact.
  12. BUILD A WEB APP Target: Interior Designers Tool: Personal Product Library Offer: Free + Cheap Version Cost: $50,000 ROI: High-volume of targeted leads
  13. A CALCULATOR
  14. AN EDUCATION PLATFORM Train Assess Certify Connect
  15. A DOCUMENTARY
  16. CUSTOMIZABLE DATA VISUALIZATION
  17. A TOOLBOX Combine industry tools for your target audience and offer a bundled discount you negotiate.
  18. A VIDEO SERIES
  19. TRY NEW THINGS
  20. THE INDIVIDUALIZATION OF CONTENT With interactive – calculators, assessments, data manipulation, etc. – the content is unique to a person’s need.
  21. WHERE DO YOU START? It’s hard to sit in a room and think of something amazing. Try it.
  22. PERSONAS ARE THE KEY TO VALUE!
  23. PLANBOLD
  24. TARGET, TARGET, TARGET. Create Specific Focuses!
  25. Center on Conversion Encircle with Value Distribute
  26. DISTRUBUTION CHANNELS
  27. OWNED MEDIA Present  the  right  informa/on     at  the  right  /me.   Integrate  sharing  tools.   Op/mize  for  the  search  engines.   Op/mize  for  mobile.   Try  building  a  focused  microsite     for  lead  genera/on  
  28. PARTNERS AFFILAITES INDUSTRY LEADERS COMMUNITIES
  29. GET SOCIAL Build  your  reach  with  your  own     content,  curated  and  interac/on.   Follow  and  engage  with  influencers.   Ask  employees  to  par/cipate.   Use  hashtags.   Make  your  posts  en/cing  for  clicks,   shares  and  likes.  
  30. 44% of email recipients made at least one purchase last year based on a promotional email. USE LISTS You  MUST  use  segmen/ng  in     your  e-­‐mail  blasts.   U/lize  marke/ng  automa/on  and   ensure  focused.   Follow  good  e-­‐mail  prac/ces  with     subject  lines,  type  of  content  and     limited  ac/ons.  
  31. Outbrain Hootsuite SimpleReach ShareThis DISTRIBUTION TOOLS Zemanta TubeMogul OneLoad StumbleUpon
  32. Where can I go from here? •  Website Audit •  Strategic Consulting GOT QUESTIONS?

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