The Death of Content Marketing - 2015

WHY YOUR CONTENT MARKETING CAN’T SUCK

ANDY HALKOINSIVIA

THINK SMART.ACT BOLD.

REVENUE MAPPING

CONTENTVALUABLE UNIQUE

RELEVANT

SEARCHINBOUND LINKS SOCIAL SHARES

PHRASE FOCUSED

SOCIALPOSTS

SHARES VIRAL

E-MAILCONTENT SEGMENTS

AUTOMATIONCONTENT SEGMENTS PROFILES

PPCLANDING

PAGES

SALESFOLLOW UPS

TRADITIONALTRADE SHOW DIRECT MAIL WORKSHOPS

CONTENT FOR THE BUYING CYCLE

THE JOURNEYInbound Marketing Is A Long Term, Not Instant, Investment.

WHERE Great CONTENT Happens

Valuable  

Unique  

Targeted  

VALUE IS KINGHelp me solve a problem!

!Teach me something new

!Tell me a story !

!Show me something I’ve never seen before

!Make me laugh, or cry, or cheer

98% OF CONTENT

FUCKING

SUCKS(not an official stat)

Seriously, I can’t read another article.

2 Million blog posts are created everyday.

You are littering the internet.

LOW RISKeasy

quickcheap

LOW REWARDStruggle to get reach &

low conversions.

PLEASE

MAKE BIGGER, BOLDER BETS

HIGH RISKhardtime consumingexpensive

HIGH REWARDIf it is good, it can have high reach and big impact.

BUILD A WEB APPTarget: Interior Designers

Tool: Personal Product Library

Offer: Free + Cheap Version

Cost: $50,000

ROI: High-volume of targeted leads

A CALCULATOR

AN EDUCATION PLATFORM

Train

Assess

Certify

Connect

A DOCUMENTARY

CUSTOMIZABLE DATA VISUALIZATION

A TOOLBOXCombine industry tools for your target audience and

offer a bundled discount you negotiate.

A VIDEO SERIES

TRY NEW THINGS

THE INDIVIDUALIZATION OF CONTENT

With interactive – calculators, assessments, data manipulation, etc. –

the content is unique to a person’s need.

WHERE DO YOU START?

It’s hard to sit in a room and think of something amazing.

Try it.

PERSONASARE THE KEY TO VALUE!

PLANBOLD

TARGET, TARGET, TARGET.Create Specific Focuses!

Center on Conversion Encircle with Value

Distribute

DISTRUBUTION CHANNELS

OWNED MEDIA

Present  the  right  informa/on    at  the  right  /me.  

Integrate  sharing  tools.  

Op/mize  for  the  search  engines.  

Op/mize  for  mobile.  

Try  building  a  focused  microsite    for  lead  genera/on  

PARTNERS

AFFILAITES

INDUSTRY LEADERS

COMMUNITIES

GET SOCIAL

Build  your  reach  with  your  own    content,  curated  and  interac/on.  

Follow  and  engage  with  influencers.  

Ask  employees  to  par/cipate.  

Use  hashtags.  

Make  your  posts  en/cing  for  clicks,  shares  and  likes.  

44% of email recipients made at least one purchase

last year based on a promotional email.

USE LISTS

You  MUST  use  segmen/ng  in    your  e-­‐mail  blasts.  

U/lize  marke/ng  automa/on  and  ensure  focused.  

Follow  good  e-­‐mail  prac/ces  with    subject  lines,  type  of  content  and    limited  ac/ons.  

Outbrain Hootsuite SimpleReach ShareThis

DISTRIBUTION TOOLSZemanta TubeMogul OneLoad StumbleUpon

Where can I go from here?

•  Website Audit

•  Strategic Consulting

GOT QUESTIONS?