AddThis + Influence & Co. Webinar: Capturing Inbound Leads with Contributed Content

AGENDA

1. Introductions

2. Getting Published

3. Getting Value from Targeted Traffic

4. Q&A

+ =

TRUST TOP-OF-MINDMARKETING

OPPORTUNITY

Content Marketing is All About People

@InfluenceandCo #ATwebinar

The Thought Leadership Approach to Content Marketing

• Thought leadership mindset shift

• How contributed content fits into your overall marketing plan

• Increase qualified leads

80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.


@InfluenceandCo

What editors of the top publications had to say:


92% of editors prefer contributed content from industry experts and

leaders over journalists.


DEMONSTRATE EXPERTISE AND

LEADERSHIP

CREATE

CONSISTENT POSITIVE

TOUCHPOINTS

EDUCATE ON IMPORTANCE

How to Create Great Content & Get Published

5 Key Steps to Getting Your Brand Published


1. DOCUMENT YOUR STRATEGY

32% of marketers have a documented content strategy, which is down from 35% last year. (Content Marketing Institute).

WHAT YOUR CONTENT STRATEGY NEEDS

ESTABLISHED GOALS

A TARGET AUDIENCE

KEY METRICS TO MEASURE


• Is your content relevant to the publication?

• Is it non-promotional?

• Does it engage and educate the readers?

• Is it unique?

2. Research the Publication’s Audience


The Value of Niche Sites

•Quality > Quantity

• PR credibility vs content marketing that performs consistently

• Educated traffic = More engaged visitors


3. Share Your Expertise & Get Personal

“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

4. Back Up Your Content with Data

5. Perfect Your Piece

• Be a perfectionist — edit your work!

• Fact check

• Plagiarism check

• Tool: Copyscape


Yuriy Boykiv

CEO of Gravity Media

Luba Tolkachyov

Co-Founder, New Media Development

Gravity Media

• Position Gravity as a leader in multicultural marketing • Publish consistent content to individually position Yurij and Luba as thought leaders • Drive additional exposure to Gravity • Create sales opportunities

Goals with Influence & Co.

Our Process

2 Large Sales in 2014

Get $500 off your first month with Influence & Co.

www.influenceandco.com/addthis-webinar

SPECIAL OFFER

I’M HERE TO HELPTo download the resources I mentioned, visit www.influenceandco.com/resource-library.

Tweet your questions to me: @theMattKamp.

Connect with me on LinkedIn.

Email me at [email protected].

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Now you have quality site visitors from your guest contributed content, here’s how you convert them into leads.


So, you just executed the perfect strategy to drive targeted traffic to

your site and...

Charlie Reverte: @numbakrrunch #ATwebinar

You’re greeting your visitors like this:


But, they feel like you’re...Photo by Sharon Mollerus


Ever go to a site like this?


It feels like...


You know visitors aren’t all the same


So, why do you treat them that way?Photo by taymtaym


Benchmark Averages for Bounce Rate


What is Website Personalization?Tailoring your content, promotions, and messaging to the needs of individual

website visitors.


Why Personalize?It gives your visitors what they’re actually looking for, instead of throwing everything

or the wrong thing at them.


Don't judge me...

Personalized

Personalized

Your experience is already unique to you…here


PersonalizedPersonalized

Personalized

Personalized

And here…


Personalized

Personalized

And here.


The Next Phase of the Web

In the beginning there were directories…• Navigate a hierarchy to find content

Then came search • Skip the hierarchy, just tell us what you

want NOW…the web is personalizing• We already know what you want, here’s

a great experience


What Makes Your Visitors Different?

• First time visitor or returning visitor? • Occasional visitor or frequent visitor? • Are they mobile or at their desk? • What are they interested in? • How did they get to your site? • What about demographics?


Be Nice to Your New Visitors


And They’re More Apt To Subscribe When They Return

Returning Users:

10x Signup Rate


Social Traffic Tends to Share More


Special Offer + Email Subcription


Mobile Sharing CTA


All sites can personalize


Questions?

Thanks for joining us!