Date post: | 16-Apr-2017 |
Category: |
Marketing |
Upload: | g3-communications |
View: | 1,206 times |
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#C2C14! @leeodden!
@LeeOdden – Consultant, Author, Traveler
Content
Social
Influencers
Search Online Ads
Online PR
TopRankMarke;ng.com
#C2C14! @leeodden!
Top Challenges for B2B Content Marketers
Produce Enough Content
Produce Content That Engages
Produce A Variety Of Content
#C2C14! @leeodden!
Rush to Content & Social
Brands Publishing
34% F500 Source: UMass Dartmouth
Consumers Publishing 254 Million Blogs
Source: Tumblr / WordPress
Content Marketing Budgets
Social Media Budgets
58%
Source: CMI / Marke;ngProfs Source: Adver;sing Age
58%
@LeeOdden Image: ShuHerstock #C2C14
#C2C14! @leeodden!
B2B Marketers, Do More. With Less!
Demand Gen, MarkeIng AutomaIon, Lead Nurturing
Content, SEO, Social Media, Ads, AnalyIcs
#C2C14! @leeodden!
What if… We could find a way to create more, quality and varied content without hiring more writers?
How? Co-‐create content with industry influencers that creates value for all.
Image: ShuHerstock
#C2C14! @leeodden!
Conference eBook -‐ #CMWorld
74k Views on SS 8 months
1000’s Shares 140 Embeds
100’s Referrals to Landing Pages
ObjecIves: • Promote the Event • Promote Speakers • Create a Resource for
all Marketers • Create Rela;onships
#C2C14! @leeodden!
Where Does This Fit For SEO?
Content Marke;ng Rocks
Content Marke;ng eBook
Content Marke;ng Tips
Content Marke;ng World
Content Marke;ng Experts
Content Marke;ng Influencers
Content Marke;ng Conference
Content Marketers
Content Marke;ng Influencers
“Content MarkeIng”
#C2C14! @leeodden!
Where Does This Fit For Social?
Content Marke;ng Rocks
Content Marke;ng eBook
Content Marke;ng Tips
Content Marke;ng World
Content Marke;ng Experts
Content Marke;ng Influencers
Content Marke;ng Conference
Content Marketers
Content Marke;ng Influencers
“Content MarkeIng”
#C2C14! @leeodden!
Conference eBook -‐ #SMMW14 ObjecIves: • Create event awareness • Add value for speakers • AHract registra;ons • Highlight brands • Create rela;onships
59,000 Views on SS 2 Months
1,000’s of Shares 100+ Embeds
100’s Referrals to Landing Pages
#C2C14! @leeodden!
Step 1. Goals for Influencer Content • Change brand percep;on • Connect with new buyers • Support thought leadership • Fuel social media & search marke;ng • Create rela;onships with experts • Increase the quality of leads • Shorten sales cycle • Increase the number of referred leads • Increase organic media men;ons
Photo: ShuHerstock
#C2C14! @leeodden!
Brand eBook – Dell
ObjecIve: Grow awareness & affinity for Dell Social Media SoluIons
Short interviews with 15 social media industry thought leaders
Influencers Cross Posted
153k Views
#C2C14! @leeodden!
Step 2. Topic & Content Types Answer: How do you want your company, products & services to be known? Focus: Audience segments, buying cycle, ques;ons, SEO keywords, social topics Content: Evergreen, Curated, Co-‐Created, Repurposed
Brand Buyer Sweet Spot!
#C2C14! @leeodden!
Content Plan: Topics & TacIcs Influencer par;cipa;on can be blended into your content marke;ng mix.
Anchor eBook
Q1, 2014
Influencer
Thought Leadership
News
Anchor Report
Q2, 2014
Blog Posts
News
Anchor Whitepaper
Q3, 2014
Blog Posts
Thought Leadership
News
Anchor Webinar
Q4, 2014
Contributed Ar;cle
News
Social, SEO, CRO, Monitoring
Topics & Theme Tracks Brand Narra;ve U;lity Story Sales Cycle
Influencer Influencer
Influencer
Influencer Influencer
Influencer
#C2C14! @leeodden!
Guide -‐ LinkedIn
ObjecIves: Grow affinity for LinkedIn as a MarkeIng SoluIon, Lead Gen
Interviews with 8 marke;ng industry and LinkedIn specific thought leaders, plus marke;ng best prac;ces ;ps from LinkedIn marke;ng staff.
#C2C14! @leeodden!
Step 3. IdenIfy, Qualify & Recruit Develop influencer networks for your USPs
Brand
Topic B Topic C
Topic D Topic A
Topic E
#C2C14! @leeodden!
Recruit for ParIcipaIon: The 1st Pitch Interes;ng Subject
Why
Example
The Ask
How it Works
The Close
Visual
#C2C14! @leeodden!
Step 4. Create & Promote
q Collect info from influencers q Think about promo;ons when content is created q Make it easy! To give & share q Set expecta;ons – explain, ;meline q Provide share sugges;ons – pre-‐write tweets q Be confident, succinct and posi;ve. Show progress. Everybody likes a winner!
#C2C14! @leeodden!
Follow Up CollecIon Pitch
Sense of Urgency Complement
Situa;on
Commitment
Drop Names
The Ask
How it works
#C2C14! @leeodden!
5. OpImize Influencer Content Results
• Goals Map to Metrics (short & long term) • Influencer Metrics
• Overall Program Metrics • Establish benchmarks
• Keep the rela;onship alive
#C2C14! @leeodden!
Performance Monitoring
Overall: Inbound Traffic Shares & Interac;ons Inbound Links, Cita;ons Media, Press, Blogs Traffic Sent Ad Equivalents Micro-‐conversions Inquiries
Influencers: Shares (links) Engagement on Shares Brand sen;ment Blog posts Performance of content
#C2C14! @leeodden!
Takeaways Iden;fy content goals & topics, then find a tool to research influencers.
1
2
3
What prospect ques;ons can influencers answer for you? Map to content plan.
Start by asking easy, simple ques;ons. Build a rela;onship – it will pay dividends again and again.