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Turn Internal Know How Into Marke2ng Gold Leverage employees in building your brand, drive traffic, and generate leads.
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Employee-powered Content Marketing for Enterprises

Aug 27, 2014

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Meddle

Content marketing is priority #1 for marketers, but it's hard to scale and remain authentic. Meddle solves this by turning Employees and Subject Matter Experts - who are not marketers - into publishers, and using their social networks for distribution and SEO.

It is no secret that employees are more credible and authentic than marketers - and can can vastly outperform traditional marketing efforts in both volume, reach, and effectiveness - as evidenced by research from IBM and Edelman's Trust barometer. However, getting these trusted individuals to create content is a challenge. They are not marketers or professional communicators - nor do they have the time or skills to take on a second job.

Key to Meddle is our curation engine which turns content employees already share to their social networks into curated, branded collections that showcase these employees' skills and insights. These collections help build your brand, SEO, and generate leads for your business.

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Page 1: Employee-powered Content Marketing for Enterprises

Turn  Internal  Know-­‐How  Into  Marke2ng  

Gold    

Leverage  employees  in  building  your  brand,  drive  traffic,  and  generate  leads.  

Page 2: Employee-powered Content Marketing for Enterprises

Employees  As  Marketers  

•  Today’s  corporate  byers  turn  to  search  engines  and  social  networks  for  content  from  peers  and  subject  ma<er  experts  to  support  their  purchase  decisions.    

•  The  best  conver?ng  content  is  not  generated  by  the  marke?ng  department,  but  in  the  public  exchange  of  exper?se  that  takes  place  between  employees,  customers  and  industry  peers.    

 

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Page 3: Employee-powered Content Marketing for Enterprises

Employees  Are  The  Tip  Of  Your  Spear  

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•  60-­‐70%  of  the  buying  process  is  complete  by  the  ?me  a  prospect  connects  with  a  sales  person  (Source:  Aberdeen  group)  

•  65%  of  buyers  choose  to  do  business  with  the  company  that  was  first  to  add  value  to  their  buying  process.  (Source:  Forrester  Research)  

   

Page 4: Employee-powered Content Marketing for Enterprises

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if  it  wasn’t  so  hard  to  get  them  to  create  content…    

Employees  could  be  your  best  marketers…  

Google+  LinkedIn  

Content  Calendar  

Influencer  targe2ng  

Facebook    

Social  Graph  

Engagement  Analy2cs  

tubmlr  Micro-­‐blogging  

Interest  graph  

instagram  

pinterest  

•  don’t  have  the  ?me  or  incen?ve  to  take  on  a  ‘second’  job  

•  aren’t  professional  communicators,  and  “pro”  tools  aren’t  prac?cal  or  effec?ve  

•  Don’t  know  where  to  start  

Page 5: Employee-powered Content Marketing for Enterprises

Solu2on  •  Your  employees  are  already  using  social  networks  to  read,  share  and  

comment  on  business  relevant  content  they  read  

•  Meddle  lets  you  harness  this  ac?vity  and  channel  it  into  traffic,  SEO  and  lead  genera?on  opportuni?es  for  your  company  

 

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Rethink                                                                      Content  

Page 6: Employee-powered Content Marketing for Enterprises

How  Content  Crea2on  Works  with  Meddle  

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Clicking  our  browser  plug-­‐in  launches  a  pop-­‐up  in  the  footer  of  the  page.    

This  allows  the  user  to  select  an  excerpt  from  the  page,  annotate  and  publish  their  remarks  to  their  social  networks.  

Page 7: Employee-powered Content Marketing for Enterprises

Each  post  is  op2mized  for  each  social  network  –  with  a  link  back  to  your  site  

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Page 8: Employee-powered Content Marketing for Enterprises

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Commentary  as  Lead  Genera2on    

Which  would  you  rather  see  as  an  outcome  of  an  employee  sharing  content?  

A  Tweet    (rolls  of  the  newsfeed  in  seconds…drives  

traffic  away  from  your  brand)  

Meddle:  Evergreen,  branded  and  authen?c  content  that  generates  leads  whether  you’re  a  small  business  or  a  large  enterprise  

A  Meddle  Page    

Joe  Smith  

Page 9: Employee-powered Content Marketing for Enterprises

Auto-­‐Curate  Employee  Posts  into  Content  on  Your  Site.  Great  for  SEO  

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Posts  from  all  Employees  

Posts  from  one  employee  

Page 10: Employee-powered Content Marketing for Enterprises

How  Meddle  Generates  New  Inventory  and  Traffic  

•  Employees  are  credible  and  authen2c  and  can  can  vastly  outperform  your  tradi?onal  marke?ng  in  both  volume,  reach,  and  effec?veness  

•  Turns  customer  interest  in  3rd  party  stories/topics  into  traffic  for  your  company  

•  Piggy-­‐backs  of  sharing  behavior  already  present  amongst  your  employees  

•  Generates  thousands  of  pieces  of  SEO-­‐op?mized  content  

•  Enables  brands  to  serve  contextually  relevant  promo?ons  alongside  employee-­‐generated  content  

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Page 11: Employee-powered Content Marketing for Enterprises

Lead  Genera2on  &  Branding  ROI  Let’s  consider  the  following  scenario:    •  100  employees  generate  a  post  a  day  from  

content  they’re  reading  

•  Each  Meddle  post  gets  20  views  

•  This  will  generate  2,000  new  page  views  per  day  to  your  site  

•  If  you  were  to  buy  search  adver?sing  to  generate  this  traffic,  it  would  cost  $4,400  daily  –  or  $1.606  Million  annually  (based  on  $2.20  CPC**)  

 **Using  the  average  B2B  CPC  rates  for  Google  AdWords  as  a  proxy  

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Page 12: Employee-powered Content Marketing for Enterprises

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–  Which  employees,  topics,  or  social  networks  generate  the  most:  •  engagement,  reach  and  amplifica?on?  •  search  or  social  traffic  to  Meddle  pages  or  branded  

proper?es?  •  leads  or  conversions?    

–  Which  employees  are  regarded  as  authori?es  by  their  audience,  on  what  topics?  

–  Which  business  units  are  more  ac?ve  or  effec?ve  at  content  marke?ng?  

–  Who  engages  with  your  employees?  (interests,  demographics,  loca?ons,  etc.)  Are  you  resona?ng  with  your  intended  audience?  

How  do  you  measure  success?    Specify  your  own  metrics!  

Page 13: Employee-powered Content Marketing for Enterprises

What  Makes  Meddle  Different?  •  Meddle  is  the  only  solu2on  designed  to  enable  non-­‐

marketers  to  create  authen2c  content  at  scale  

•  Meddle  combines  the  credibility  and  reach  of  both  employees  and  employers  –  and  give  enterprises  SEO  benefits  from  their  employees’  social  media  ac?vi?es  

•  By  engaging  employees,  organiza?ons  are  able  to:  –  Generate  an  unprecedented  volume  of  valuable  

brand-­‐relevant,  viral  content.  –  Increase  visibility  on  search  engines  (with  high-­‐

volume,  keyword-­‐  rich  content)  –  Leverage  employees’  social  networks  as  

distribu?on  channels  –  Showcase  a  diversity  of  exper?se  –  Generate  new  leads  

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Page 14: Employee-powered Content Marketing for Enterprises

For  more  informa2on  or  a  demo,  contact:    Vidar  Brekke,  Co-­‐founder  &  CEO  [email protected]  P:  646  465  2965    14  

Address:  Meddle  36  East  Lincoln  Ave.  Atlan?c  Highlands,  NJ  07716