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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Section One

80% of business decision-makers prefer to get

company information in a series of articles versus an

advertisement.

The Solution Guest publishing thought leadership content.

Section One

Section One

Content marketing is all about PEOPLE

Section Two - The Thought Leadership

Approach

2

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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

Section Three - Content marketing is the new SEO

3

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

Section Four - How to create content editors

crave

4

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

What Editors Of The Top Online Publications Had to Say

Section Four

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

Organize Your Expertise With a Company Knowledge Bank

Section Four

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

Back Your Content Up With Data

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

Yuriy Boykiv CEO

Gravity Media

Luba Tolkachyov Co-Founder, New Media Development

Gravity Media

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.

Our Process

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

Get $500 of your first month with

Influence & Co.!

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Questions?

Ma! Kamp Director of Strategic Partnerships

Influence & Co. @thema!kamp

ma!@influenceandco.com

Thue Madsen Marketing Operations Manager

KISSmetrics @ThueLMadsen

tmadsen@kissmetrics.com

THANK YOU