This document provides tips and strategies for creating effective content marketing that drives leads and sales. It emphasizes focusing content on specific target personas and their needs, challenges, and interests. Content should be valuable, unique, and relevant to solving problems or providing useful information. Both owned media and distribution channels like social media, email lists, and affiliates can help spread content and engage audiences. The goal is to move audiences through a buying cycle with helpful, educational content.

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.

8. WHEREGreat CONTENTHappens
Valuable
Unique
Targeted

9. 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

10. 98%
OF CONTENT
FUCKING
SUCKS
(not an official stat)

11. Seriously, I can’t read another article.
2 Million blog posts
are created everyday.
You are littering the internet.

13. 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.

14. BUILD A WEB APP
Target: Interior Designers
Tool: Personal Product Library
Offer: Free + Cheap Version
Cost: $50,000
ROI: High-volume of targeted leads

15. A CALCULATOR

16. AN EDUCATION
PLATFORM
Train
Assess
Certify
Connect

17. A DOCUMENTARY

18. CUSTOMIZABLE DATA
VISUALIZATION

19. A TOOLBOX
Combine industry tools for
your target audience and
offer a bundled
discount you negotiate.

20. A VIDEO SERIES

21. TRY NEW THINGS

22. THE INDIVIDUALIZATION
OF CONTENT
With interactive – calculators,
assessments, data manipulation, etc. –
the content is
unique to a person’s need.

23. WHERE DO
YOU START?
It’s hard to sit in a room and
think of something amazing.
Try it.

24. PERSONAS
ARE THE KEY TO VALUE!

25. PLANBOLD

26. TARGET, TARGET, TARGET.
Create Specific Focuses!

27. Center on Conversion
Encircle with Value
Distribute

28. DISTRUBUTION CHANNELS

29. 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

30. PARTNERS
AFFILAITES
INDUSTRY
LEADERS
COMMUNITIES

31. 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.

32. 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.

33. Outbrain
Hootsuite
SimpleReach
ShareThis
DISTRIBUTION TOOLS
Zemanta
TubeMogul
OneLoad
StumbleUpon

34. Where can I go from here?
• Website Audit
• Strategic Consulting
GOT QUESTIONS?