Ma! Kamp | Director of Strategic Partnerships at Influence & Co.
Data-Driven Strategies To Get Your Content Published on Influential Sites May 2015 Presentation
Ma! Kamp - Influence & Co. - @thema!kamp
Ma! Kamp is the director of strategic partnerships at Influence & Co., a content marketing firm that specializes in helping companies showcase their expertise through thought leadership. Influence & Co.’s clients range from venture-backed startups to Fortune 500 brands.
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly" driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
1 Section One - How to build influence with content
2 Section Two - The Thought Leadership Approach
3 Section Three - Content marketing is the new SEO
Table of Contents
4 Section Four - How to create content editors crave
5Section Five - How Influence & Co. works with clients to achieve their business goals through contributed content
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Section One
80% of business decision-makers prefer to get
company information in a series of articles versus an
advertisement.
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Taking a Thought Leadership Approach to Content Marketing
Section Two
• Goals + benefits
• How contributed content fits into your overall marketing plan
• Increase qualified leads
It Builds Natural “SEO”
Section Three
• Long tail searches are up 68% since 2004. Easiest way to rank for long tail keywords is content marketing.
• Source: QuickSprout
How SEO and Content Fuel Each other
Section Three
1. Create content your audience is searching for
2. Take the conversation to the next level
3. Tailor content to the buyer’s journey
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
How Brands Can Get Published
Section Four
1. Document your content strategy
2. Research the publication’s audience
3. Share your expertise & get personal
4. Back it up with data
5. Perfect your piece before submission
Document a Content Strategy Only 35% of marketers have a documented content strategy. -Content Marketing Institute.
What Your Content Strategy Needs
Section Four
• Is your content relevant to the publication?
• Is it non-promotional?
• Does it engage and educate the readers?
• Is it unique?
Research the Publication’s Audience
Section Four
• Established goals
• A target audience
• Key metrics
Share Your Expertise & Get Personal
Section Four
“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
5 Ways to Get the Most Out of Your Knowledge Bank
Section Four
1. Update it regularly
2. Keep you're audience in mind.
3. Crowdsource the knowledge
4. Organize your info by category & keywords
5. Make it accessible
Perfect Your Piece
Section Four
• Be a perfectionist - edit your work!
• Fact check
• Plagiarism check
• Tool: Copyscape
Section Five - How Influence & Co. works with clients to achieve
their business goals through contributed
content
5
Goals
Section Five
• 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.
Key ROI Points
Section Five
• 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
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Questions?
Ma! Kamp Director of Strategic Partnerships
Influence & Co. @thema!kamp
Thue Madsen Marketing Operations Manager
KISSmetrics @ThueLMadsen