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+ 2

ERIK NEWTONVP, MARKETING DEMAND GEN AT

BRIGHTEDGE

/in/ErikNewton

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SIGNS THAT YOU’RE BURNED OUT1. Lack of resources: writers,

editors, designers2. The pressure of cadence and

freshness3. Keeping up “chasing” trends4. Technology changes and

impacts5. Chasing the experts or getting

them to write6. Not sure what is working“Am I just doing content for

content’s sake?”

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STEVE KRULL CEO & CO-FOUNDER AT BFO

@SteveKrull

/in/SteveKrull

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NOW THAT WE’RE FRIENDS……I’m going to make a few assumptions

1. You Have Content2. You Need Fresh Content3. You Want Traffic4. You Want Leads5. You Want Conversions6. You Want Revenue

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NEXT WE NEED SOME STUFF...…You know, like Goals, Objectives & Strategy

• Goals – What you want to accomplish• Objectives – How much you want to accomplish• Strategy – How we’re going to succeedExample• Goal: Weight Loss• Objective: Lose 15 LBS (In 3 months)• Strategies: Go the gym

Consume fewer calories• Measure:   Go to the gym 5 days a week  

Count 1900 calories per day

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UNLOCKING ENERGY FROM THE SUN

Harvest Existing Content

ReuseRepurpose

Recycle

Sustainable Content

Historical Content is Our Sun. Much like the sun we can harvest its energy for other uses.

• The Harvest– Identify– Inventory

• Something New– The three Rs

• Practicing Sustainability– Feeding the Machine

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MATRIX FIRST – CALENDAR SECOND

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CASE STUDY SUN: INSURANCE2014Working with a client specializing in insurance we mined their site and archives for focused editorial content

2015 Through re-purposing of content (and maybe a little SEO) BFO drove an increase in organic search traffic of 380%

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HARNESSING THE POWER OF WINDSupport from the Wind can carry our Content far and wide. Think Social Media, Influencers and Sponsored Content as the Wind beneath our words*

*Gratuitous “Wind Beneath My Wings” humor

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MORE THAN JUST HOT AIRAmplified content is key to harnessing the Wind. Achieve Fusion by tying all posts to the Calendar and Matrix.

• Social Media– Part of your plan– Tie Social actions to audience– Map posts to content

• Influencer Campaigns– Match to Goals and Audience– Reach out, Reach In, Be Friendly

• Sponsored Content– Audience Targeting Made Easy!

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We all get this, right?

+ 15

THE COOL BREEZE OF INFLUENCE

• Easy to Identify– Press– Industry Analysts– Hi-Profile Execs

• Harder to Identify– Consultants– Regulators– User Communities

• Agencies Can Help!– Technology– Content Networks– Influencer Agencies

Social Influence comes in many shapes and sizes. Your business and campaign dictate what you need. Influencers amplify messages and generate broader awareness.

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INFLUENCER EXAMPLESAgencies provide outlets you can use to build targets and work your magic!

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SPONSORED CONTENT FOR THE WIN(D)You have got the Content, you’ve found the Influencers – Spend a couple of bucks to find some Prospects!

• Sponsored Posts/Content generate more clicks• Audience targeting improves engagement• Content shows thought leadership

Sponsored Updates drive 5x more social interaction - LinkedIn

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CASE STUDY WIND: B2B/RETAIL• Leveraging Social Media in addition to

Sustainable Content, Arizona Tile traffic has grown steadily Year over Year. – 138% YoY increase in Social Referral traffic

• 88% YTD

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WATER BRINGS IT ALL TOGETHERI hate to do this, but I need to make one more assumption…cool?

• Assumption – Sun & Wind are working together wonderfully!

• Sun – Providing a constant source of energy

• Wind – Amplifying our energy

• Water – Converting the energy

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WATERFALLS & WORKFLOWSWater is our workflow, turning good clean energy into the electricity that runs the business – Leads!

• Remarketing– Catch loose opportunities and pull them back

in – Target audiences & demographics very easily

• Marketing Automation – The brains behind the operation– Capturing Contacts and nurture until they are

MQLs

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YOUR ENERGY FUNNELWater is our workflow, turning good clean content into the power that runs the business – Contacts and Leads

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CASE STUDY WATER: HVACThe Need• Traffic• Leads

The Plan• Content• Paid Media • Marketing Automation

The Results• More than 60k Visits• 1,300+ Contacts• Increase Conversion Rate 800%

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WHERE WE STARTED: BURN OUT1. Lack of resources2. Pressure 3. Keeping up 4. Technology 5. Chasing6. Not sure what is

working“Am I just doing content for

content’s sake?”

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WHERE WE FINISHED: REFRESHED!1. Resources – Needs Reduced2. Pressure – Relieved 3. Keeping Up – A Plan4. Technology – Tame the Beast5. Chasing – Spend time Wisely6. Not sure what is working

“My Content is Working for Me!”

LET’S WRAP IT UPSUN

WIND

WATER

• Sun– Start small– Start smart– Just start

• Wind– Align campaigns– Align messages– Be Intentional (but not annoying)

• Water– Tune up Marketing Automation– Build appropriate workflows– Engage Sales to close loops

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Click 2 Win!

A GIFT FOR YOU(OF COURSE THERE’S A SMALL HOOK)

http://info.befoundonline.com/SCM

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3 Great Reasons to say hello to BFO at Share ’16!

1. We’ll all be in San Francisco!

2. We have a great beat & we’re easy to dance to

3. Since #2 is so killer, we’ll stop there!Register

OK, REALLY JUST ONE MORE THING!

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OK, NOW WE’RE DONE!

773.904.1342

Steve@BeFoundOnline.com

@SteveKrull

/in/SteveKrull

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