build a recognised, industry-leading blog, without the time commitment

Supported CEO blogging for thought leadership

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We deliver fortnightly analytics and a guaranteed

ROI on your marketing dollars

You’re interviewed on camera about these topics (your

commitment is a one hour interview once a month)

You publish five, 500-700 word articles highlighting

your expertise with copy and video highlights

Our journalists build five topic focused, transcription driven

blog posts out of the interview

Because all content is built on your voice, there’s never

ghost-writing issues with depth and credibility

We do extensive preparation, on the right topics and

articles for you to publish

How we help you build a recognised CEO blog, without the time commitment

Prospects are coming to you with strong awareness of the

problems you can solve

3

Delivering you all the benefits of industry-leading content, without the time commitment

Increasing website traffic and new email subscribers

every day as people discover your content

Your brand is recognised as an industry leader (you’re

sought out for industry partnerships)

Front of mind awareness of you as an expert (you’re

regularly invited to speak at conferences)

When people Google their problems, you’re the #1

result

People you’ve never heard of before sharing your

content on LinkedIn

The key takeaways: supported CEO blogging for thought leadership

See page 6 for more about how Supported CEO Blogging works

See page 11 for more on pricing and

deliverables

See page 14 for more on how we measure success

•  Supported CEO Blogging means we can build you an industry-leading blog – without the time commitment

•  We turn a one-hour interview into five video supported blog articles, saving you at least 24 hours of time each month

•  Each month we’ll deliver five blog articles, in your own voice from only $4950 + GST

•  We manage all deliverables (your only commitment is the one hour interview)

•  We support all content with a positive ROI guarantee

4

Why supported CEO blogging?

5

IN AN INTERVIEW FORMAT YOU GENERATE BETWEEN 6-8,000 WORDS EACH HOUR

IT’S THE MOST TIME EFFECTIVE WAY

TO GENERATE COMPLETELY AUTHENTIC CONTENT

6

How Supported CEO Blogging works

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Doing this, we turn one hour of your time into a month of multi-channel marketing. It’s authentic, it’s your voice, and it works at both deep (SEO) and shallow (outbound and social) levels.

We cut the video to various highlight lengths, to deliver clips that can be used in short format social media and on the blog/website.

We use this content to build five topic focused, transcription driven blog posts out of the interview. Because they’re built on your voice, there’s never ghost-writing issues with depth and credibility.

The interview is transcribed, so the content can be used in both video and copy formats (driving SEO).

We record a one-hour interview on targeted topics with a thought leader from your firm.

Preparation is the key to great content

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•  Delivering maximum leverage for your time comes through prompting you with interesting data and asking great questions.

•  We're great at this - and know how to get you talking at the right level of depth for an attention poor audience.

•  We spend a number of hours in preparation, to make sure the interview delivers highly relevant content with high repurposability.

•  We thoroughly plan to ensure the interviews address topics at both micro and macro levels (which is key for reuse across multiple channels).

•  We also prompt you with key topical data that is then used to anchor the articles.

WE TURN A ONE HOUR INTERVIEW INTO A MONTH OF CONTENT (FIVE VIDEO SUPPORTED ARTICLES)

SAVING YOU AT LEAST

24 HOURS OF TIME EACH MONTH*

9*Based on TLP benchmark of 5 hours writing/editing/production time per article

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CEO Blog style Depending on your objectives and your audience, we’ll select one of three blog delivery styles:

Scripted

•  Script developed from phone interview. You read from a teleprompter

• Can work better where you’re not as experienced in front of camera

• Can be higher energy, as it’s delivered direct to camera

Personal

• Natural conversation interview

•  Included video highlights from interview

• Heavy focus on your personal experiences and stories within the field

• Written in the first person – “I believe that”

Journalistic

• Natural conversation interview

•  Included video highlights from interview

• Typical of the content you’d read in a leading newspaper commenting on your field

• Written in the third person - “CEO of company [company], believes that”

Pricing and deliverables

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12

the interview and writing process:

Topic planning session with marketing coordinator, focusing on thought leaders and topics for next 3 cycles

Once every 3 months:

T-4 weeks:

T-1 week:

T (Interview date):

T+1 week:

T+3 weeks:

Timing, high-level topic and thought leader for interview confirmed with marketing coordinator

Interview questions and any supporting data provided (in final draft format)

90 minute window booked on client site. 20 minute setup, 60 minute shoot, 10 minute pack-down

Confirmation of article topics, and any potential additional topics (beyond first 5 articles)

Articles and video content provided as final draft to marketing coordinator for sign-off

Content ROI analytics updateOnce every 2 weeks:

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Pricing and deliverables

12 month commitment 6 month commitment 3 month commitment

$4950�/ month + GST

$5450�/ month + GST

$5950�/ month + GST

Choose the timing/commitment that’s right for you:

Each monthly cycle includes:1.  In depth topic research and preparation of key questions / quotable data2.  On-location video shoot and video production3.  Five in-depth blog articles (500-700 words), based on your opinions and integrating 60-180

second video highlight4.  Full video branding, including brand consistent logo animation and nameplate5.  Fortnightly analytics update on content ROI6.  Positive ROI guarantee on all content

Measuring success and content ROI

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For our reputation, and your bottom line: we won’t accept work where we can’t guarantee a positive ROI on content

15

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How we guarantee content performance

•  Minimum unpaid traffic requirement of 4k unique visitors / month •  Installed social sharing (one click share to LinkedIn / Twitter / Facebook)•  Integrated email newsletter subscription (with exit driven pop-ups)•  Active social media support (each article receiving at least 10 promotion events)

You are automatically covered by our content performance guarantee

Yes

If you don’t meet these thresholds right now, we can still offer a content performance guarantee by running a content return audit•  You receive a comprehensive 30 page report, built on web, social

and email analytics, as well as in-house and client interviews•  Includes detailed calculations on your current returns and low

hanging opportunities to improve performance•  We’re able to guarantee performance on the basis of this audit at

thresholds appropriate for where you are right now

No

Content ROI guaranteeIf our delivered content doesn’t achieve positive ROI over the first 12 months, we’ll provide additional content to meet this threshold, at

no charge to you (see next page for how we calculate content ROI)

Does your website meet the following performance requirements?

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We assess ROI based on the comparable cost of a visitor acquired (CVW), plus well as the long term value of newly acquired email subscribers:

Traffic benchmark (acquisition through search and social)•  Unqualified, Untargeted (not B2B) = $0.05 (StumbleUpon)•  Unqualified, Targeted (B2B) = $0.80+ (Outbrain, Taboola)•  Qualified, Targeted (B2B) = $6+ (PPC)•  We take the middle of this range ($2.50), as a conservative

estimate for the value of search acquired traffic

Value of an email subscriber (email subscribers, accounted upfront)•  On list for 24 months, weekly mailing = c.100 touch points •  25% open rate = 25 engagements (on site equivalent)

* See next page for more on CVW benchmarks

How we calculate content ROI

Acquired traffic benchmark �= $2.50 CVW

Email subscriber value at $2.50 CVW�= $62.50

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Comparing traffic acquisition costs

StumbleUpon*Included as minimum

baseline for paid traffic

Newspaper advertisement

(i.e. AFR)

Hired EDM (i.e. CIO,

HCOnline)

Content amplification(i.e. Outbrain,

Taboola)

CPC �(i.e. Google,

LinkedIn, Twitter)

Content(search)

Content(email

distributed)

Targeted �(are they right audience):

No Yes Yes Some targeting possible

Yes Yes Yes

Qualified �(do they have a problem):

No No No No Yes Yes Yes

Fixed Cost: - $25k $9.5k - - - -

Impressions: - 58k 18k - - - -

Visitors to website (% impressions):

100% 1%* Assumed, optimistic

2.5% 100% 100% 100% 25%*For owned email, open rate is equivalent to website visit

Cost per visitor to website (CVW):

$0.05 $43 $21 $0.5 – $1.5 Google $5-10 LinkedIn $6-10 Twitter $5-7

$0 $0

Distribution lifetime:

1 click 1 day 1 open 1 click 1 click 5 years + 2 years +

All comparisons exclude creative costs

Least to most economic

Contact Details

THIS PRESENTATION HAS BEEN PREPARED BY THOUGHT LEADERSHIP PARTNERS (TLP) FOR THE EXCLUSIVE USE OF THE PARTY TO WHOM TLP DELIVERS THIS PRESENTATION (THE “COMPANY”).

THIS PRESENTATION HAS BEEN PREPARED ON A CONFIDENTIAL BASIS SOLELY FOR THE USE AND BENEFIT OF THE COMPANY. DISTRIBUTION OF THIS PRESENTATION TO ANY PERSON OTHER THAN THE COMPANY AND THOSE PERSONS RETAINED TO ADVISE THE

COMPANY, WHO AGREE TO MAINTAIN THE CONFIDENTIALITY OF THIS MATERIAL AND BE BOUND BY THE LIMITATIONS OUTLINED HEREIN, IS UNAUTHORIZED. THIS MATERIAL MUST NOT BE COPIED, REPRODUCED, DISTRIBUTED OR PASSED TO OTHERS AT ANY TIME, IN

WHOLE OR IN PART, WITHOUT THE PRIOR WRITTEN CONSENT OF TLP.

© 2015 TLP. ALL RIGHTS RESERVED. TLP SPECIFICALLY PROHIBITS THE REDISTRIBUTION OF THIS MATERIAL.

Thought Leadership Partners �Level 17/31 Queen StreetMelbourne 3000

+61 3 9111 5659

www.thoughtleadershippartners.com

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