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Tip 1: Content marketing is a conversation between friends

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DO  NOT  try  to  “sell”  DO  NOT  try  to  convince    DO  listen  DO  engage  

Tip 2: Place content at the centre of your strategy

Content  

Email  

PR  

Paid  

Offline  

Social  

SEO  

Four  steps  for  a  successful  content  marke8ng  strategy  

•  Create  own  content,  curate  content.  Examples:  white  papers,  webinars,  presenta3ons,  infographics  

 •  Distribute  content  across  social  

(FB,  YouTube,  etc.)  and  amplify  (TwiFer)  

 •  Use  content  to  drive  inbound  

traffic  and  improve  SEO    •  THEN,  iniJate  PR,  Email  

campaigns,  Offline  and  Paid  Media.  

See  also:  hFp://www.slideshare.net/felinequanta/publisher-­‐the-­‐new-­‐marketeer  

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Tip 3: Influence your space to get ZMOT www.fe

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“Zero  Moment  of  Truth”  (ZMOT)  is  when  people  hear  good  things  about  you  from  their  peers.    To  achieve  that:    •  Get  social  •  Be  a  thought  leader  •  Have  conversaJons  on  line  •  Use  LinkedIn  Groups  •  Retweet  and  favourite  •  Share  your  knowledge  and  

experience    

Tip 4: Apply 4E Model www.fe

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Think  of  your  content  in  four  dimensions:    Educate:  inform  your  audience  about  your  space    Engage:  have  a  conversaJon  with  those  who  are  really  interested    Excite:  deliver  a  soluJon  your  audience  wants  or  needs,  and  moJvate  them  to  act    Evangelise:  maintain  relaJons,  idenJfy  your  evangelists  and  support  them    

Tip 5: Align your Marketing and Sales Leads

EDUCATE:  blogs,  videos,  newsleFer,  infographics,  etc.  

ENGAGE:  e-­‐books,  webinars  etc.  

EXCITE:  Product  offers,  free  trials,  etc.  

EVANGELISE:  buying  &  Sharing  

MQLs  

SALs  

Digital  channels:  Own  (NewsleFer,  FB,  LinkedIn,  TwiFer,  Blog)  &  Other  (e.g.  other  bloggers,  naJonal  media,  etc.)  +  Paid  (adverJsing)  +  other  

Word-­‐of-­‐Mouth  

SQLs  

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Your  “MarkeJng  Qualified  Leads  (MQLs)  are  ocen  rejected  by  sales.  So  here’s  what  to  do:    Introduce  “Sales  Agreed  Leads”  (SALs)  as  a  step  in  a  validaJon  process  towards  “Sales  Qualified  Leads”  (SQLs)    Apply  the  4E  Model  in  the  MarkeJng  &  Sales  Funnel.    Use  digital  tools  to  harvest  MQLs  and  validate  them  as  SALs    

Tip 6: Increase your ROI by digital integration

ROI  

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Ensure  your  content  is  shared  across  all  your  digital  properJes,  Jmely  and  coherently    Ensure  same  keywords  across  all  digital  markeJng  and  communicaJons,  to  drive  SEO    A/B  Test  everything    Iterate  and  conJnuously  opJmise  your  content  

Tip 7: Branding is story telling

See  also:  felinequanta.com/brand-­‐is-­‐the-­‐emoJonal-­‐signature-­‐of-­‐an-­‐idea  

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Your  charity’s  brand  is  an  emoJon    EmoJons  are  evoked  by  stories    Write  the  story  of  your    charity    Share  the  story  (as  it  develops)  

Tip 8: Give fewer choices to increase conversions

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Tip 9: Frame your messages

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Use  the  CommunicaJon  Triangle  to  frame  your  communicaJons:    Explain  the  issue    Explain  why  should  your  audience  care    Tell  them  what  to  do  (“Call  to  AcJon”)  

Tip 10: Empower your volunteers to create content

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Your  people  are  the  greatest  asset    Empower  them  to  drive  your  content  machine    Invite  them  to  become  bloggers  and  digital  community  leaders    Make  it  easy  for  them  to  share  your  content  with  their  networks  

Case Study

Who  are  Helplines  Partnership  

1.  UK’s  AssociaJon  of  helplines  2.  RepresenJng  300  members,  

50,000  employees  and  volunteers  who  respond  to  60  million  calls  per  year  

3.  Revenue  streams:  trust  fund,  membership  fees,  training  and  consulJng  fees  

What  Challenges  they  faced  

1.  To  increase  membership  2.  To  increase  revenues  from  training  

and  consulJng  3.  To  expand  internaJonally  

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1.  Social  Media  AcJvaJon:  TwiFer,  Flickr,  Facebook,  LinkedIn,  YouTube  2.  Training  of  personnel  as  community  managers  and  content  creators  3.  Alignment  of  feeds  across  all  digital  properJes  4.  Redesign  of  website  and  integraJon  to  CRM  (MS  Dynamics)  5.  Development  of  content  (blog  posts  and  eBooks)  and  placing  it  as  central  

to  markeJng  communicaJons  and  strategic  communicaJons  6.  Share  content    across  social  media  and  refine  reach  7.  Design  and  launching  of  a  targeted  newsleFer  to  increase  top  funnel  visits  8.  Linked  newsleFer  to  blog  and  eBooks,  to  collect  MQLs  (MarkeJng  

Qualified  Leads)  9.  Measure  funnel  conversions  and  iterate  content  to  increase  conversions  10. Linked  content  markeJng  results  (MQLs)  with  CRM;  and  markeJng  to  sales  

via  SALs  (sales  Agreed  Leads)  and  SQLs  (Sales  Qualified  Leads).  

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Case Study

Feline  Quanta  CommunicaJons  designed  and  executed  the  following    integrated  digital  strategy  

Example:  The  NewsleLer    ObjecJves:  1.  To  increase  traffic  at  the  top  end  of  the  

funnel  2.  To  refine  reach  by  measuring  responses  3.  To  collect  MQLs    Method:  Connect  newsleFer  to  blog  Connect  blog  posts  to  downloadable  arJfacts:  

eBook  on  Members  Survey  eBook  on  Website  building  Infographic  on  Members  Survey  

Measure  conversion  rates  for  each  step    

Step  1.  NewsleFer  arrives  à  Clicks  to  a  blog  post  

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Case Study

Step  2.  Clicks  at  the  end  of  the  blog  post  à  Arrives  at  landing  page  

Blog  post  linking  to  an  ar8fact  (an  eBook)  

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Case Study

Step  3.  Gives  personal  data  à  Downloads  arJfact  (the  eBook)  

MQL:  Capture  of  personal  data  in  order  to  download  ar8fact    

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Case Study

Final  Step:  Thank  you  page  

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Case Study

Measuring  funnel  conversions  

Step  1:  NewsleFer  arrives:  clicks  on  blog  posts  

Step  2:  Clicks  on  blog  post  to  landing  page  for  arJfact  

Step  3:  Gives  personal  data  and  downloads  arJfact  

MQLs  

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Case Study

NewsleLer#1   NewsleLer#2  Mail  List  Reach   6335   2298  ArJfacts   3   2  NewsleFer  to  Post   3.40%   5.40%  Post  to  Landing  Page   26.30%   71%  Landing  Page  to  Download   40.90%   33.60%  Downloads  (MQLs)   47   39  

Two  Test  NewsleFers  produced  (September  2014,  October  2014)    Mail  Lists  were  validated  and  refined    As  a  result  “post  to  landing  page”  (Step  2)  conversion  rates  increased  by  266%  

Overall Results of executing digital marketing strategy for Helplines Partnership

•  Increased  SQLs  by  80%    •  Improved  page  ranking  from  1/10  to  5/10  (SEO)  

•  Increased  social  media  engagement  by  500%  

•  Op8mised  and  Refined  Reach  by  266%    The  above  results  were  achieved  by  execu8ng  the  integrated  digital  strategy  over  a  3  month  period  with  Zero  ad  spend  

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Case Study

@zarkadakis  

George  Zarkadakis,  PhD,  CEng  Digital  TransformaJon  Consultant.                          For  more  informaJon  about  content  markeJng  for  chariJes,  please  visit    FELINE  QUANTA  Ltd  at:  www.felinequanta.com