lead your industry: data-driven strategies to build influence through guest content
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Ma! Kamp | Director of Strategic Partnerships at Influence & Co.
Data-Driven Strategies To Get Your Content Published on Influential Sites May 2015 Presentation
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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.
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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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80% of business decision-makers prefer to get
company information in a series of articles versus an
The Solution Guest publishing thought leadership content.
Content marketing is all about PEOPLE
Section Two - The Thought Leadership
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Taking a Thought Leadership Approach to Content Marketing
Goals + benefits
How contributed content fits into your overall marketing plan
Increase qualified leads
Section Three - Content marketing is the new SEO
It Builds Natural SEO
Long tail searches are up 68% since 2004. Easiest way to rank for long tail keywords is content marketing.
How SEO and Content Fuel Each other
1. Create content your audience is searching for
2. Take the conversation to the next level
3. Tailor content to the buyers 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
Example: Guides, and best practices
Content focused on truly identifying your company as the best solution is
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
Section Four - How to create content editors
How Brands Can Get Published
1. Document your content strategy
2. Research the publications 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
Is your content relevant to the publication?
Is it non-promotional?
Does it engage and educate the readers?
Is it unique?
Research the Publications Audience
A target audience
What Editors Of The Top Online Publications Had to Say
Share Your Expertise & Get Personal
Its 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
Organize Your Expertise With a Company Knowledge Bank
5 Ways to Get the Most Out of Your Knowledge Bank
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
Back Your Content Up With Data
Perfect Your Piece
Be a perfectionist - edit your work!
Section Five - How Influence & Co. works with clients to achieve
their business goals through contributed
Yuriy Boykiv CEO
Luba Tolkachyov Co-Founder, New Media Development
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
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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Influence & Co.!
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Reach out and mention "KISSmetrics Webinar"
2015 KISSmetrics Guide KISSmetrics Demo
Ma! Kamp Director of Strategic Partnerships
Influence & Co. @thema!kamp
Thue Madsen Marketing Operations Manager