slide deck 10.15

Nurturing with the Right Content to Build Loyalty and SalesIDW 2015

J O N W U E B B E N, C E O

Agenda• Content Marketing – What you need to

know• The Dialogue Theory• Optimizing Your Audience’s Buying Cycle• Leverage Content Archetypes & Create

Serial Content• Use External “Growth Hacks”• Shopify & AppCues case studies• Strategically Measure Audience

Engagement• Marketing automation 101• Nurturing with Personalization

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My Story• Graduated MBA, Thunderbird 1998• Ford Motor Company – Dealer Marketing 1999-

2002• Founded copywriting agency in 2003• Founded Content Launch in 2011• Author, 2 content marketing books: 2008,

2012• Next book, “FUTUREMARKETING”: Q1, 2016

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Content Launch• First content marketing software built for the

Enterprise AND SMB’s (feature rich & affordable)• Agency version: January, 2016• Plan, create, launch, promote and measure any type

of content• Editorial calendars, complete workflow tools,

distribution to 15 integrated platforms• Connect with industry influencers to amplify content• 300 content writers • Integrates with Hubspot and Act-on.

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Lets Talk Content Marketing

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What is Content Marketing?

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Content marketing is a marketing technique of creating and

distributing relevant and valuable content to attract, acquire, and

engage a clearly defined and understood target audience - with

the objective of driving profitable customer action.

Content Marketing Works

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• $30 billion spent on content every year• Marketers spend 25% marketing budget on content

marketing, 62% of companies outsource it • 61% of consumers feel better about a company that

delivers custom content & will buy from that company. • Blogs give sites 434% more indexed pages & 97%

more indexed links.• B2B companies with blogs generate 67% more leads

per month on average than non-blogging firms. • Avg cost to generate a lead through inbound

marketing ($143) is half the average for outbound marketing ($373).

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Content Marketing Challenges• $

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The Content Life Cycle

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Content Drives Everything

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The Bottom Line

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The Eight Prong Approach

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1. Leverage testimonials and positive reviews 2. Use SEO to secure top placement in the search engines3. Support your content building process with a free trial service 4. Guarantee your products and services 5. Monitor the competition 6. Actively pitch the media 7. Build partnerships with others in your industry8. Get others to share your content socially

What Content Needs to Do

Your content should be compelling to readers, visible to search engines, linkable to partners, shareable through

social media, and transferable to mobile devices.

WOW!

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Ensure Content Impact• Reciprocity - Provide valuable, exclusive content • Commitment and consistency - Get them to opt in and

stay true to your brand message.

• Consensus - Use reviews, case studies, and testimonials to get them to believe—and buy.

• Affinity - If they like your company, they’ll buy from your company.

• Authority - As an expert, you are a known authority, so leverage it.

• Scarcity - People don’t want to miss out. So show them what they could miss.

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Content Distribution Steps1. Post it on your website with no strings attached.

It’s free and you require no personal information from prospects

2. Blog about it3. E-mail your in-house database4. Post it on your social media profiles5. Publish a press release (pitch it to the media too)6. Create an ad campaign using banner and text

ads7. Reach out to popular and respected bloggers in

your industry and get them to blog about it8. Mention it in your next monthly newsletter9. Use it as a basis for a webinar or podcast episode10. Produce a video about it

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Eight Steps to Content Success1. You learn who your customer is and where the pain points are.2. You develop consistent, relevant content in multiple channels.3. You let go of all control, and let your ideas spread.4. People share your ideas and link to your content.5. People find your content through social media and search engines.6. Prospects and customers start relying on your expertise—the relationship begins.7. You become the trusted solutions provider in your industry.8. Your customers tell others about you.

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Content Marketing GoalsMake all of your content:

• Relevant—your content needs to be managed throughout its entire life cycle

• Optimized and sharable—the search engines and social networks are a key channel for your content

• Leverageable—content needs to serve multiple roles & be used to inform other pieces of the content universe

• Profitable—the success of content should be partially measured by its impact on the bottom line

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Content Marketing Best Practices1. Source content from everywhere within your

company 2. Align “pain points” of prospects with content “cures “3. Develop content that appeals to different types of

decision makers 4. Develop content for all three stages in the buying

cycle (awareness, consideration, purchase)5. Develop great content in all the different formats and

channels 6. Use social media to build, connect, and grow

relationships 7. Seek to educate your prospects with compelling

content 8. Measure your content marketing progress

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Nurture with Content

78% of consumers believe that businesses that consistently create content are interested

in building good relationships

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The Dialogue Theory• To get loyalty you need interactive content• Researchers Michael Kent and Maureen Kent• Developed concept known as the “dialogue

theory”:

In order to build a loyal community, you must establish two-way communication.

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Great Ways to Attract & Nurture

a Loyal Community

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Optimize Your Audience’s Buying Cycle• The ideal buyer follows a cycle when

making a buying decision• Today’s buyers: 65- 90% of the way through

their journey before they reach out to the vendor. (Forrester)

• Understand the role that optimization plays in each stage

• Higher chance of closing sale when you get to the appropriate stage.

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Leverage Content Archetypes & Create Serial Content• To build a loyal audience, create serial content –

the typical “Part 1, Part 2” posts that bloggers publish.

• Blog post series keep readers coming back for more.

• Use the “content archetype” that produces the best serial results.

• Example: case studies – one of 15 content types that drive traffic – great choice for series of posts.

• Match your content to the buying cycle.• Build momentum before publishing it• Always have a small army of target readers ready

and willing to help spread your content

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C• S

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Use External “Growth Hacks”• “Growth hacking is a way that small

companies use analytical tools to analyze who is using their product, and how, and then relentlessly pursue growth for their businesses”.

TechBeach sees it as:

• “A marketing procedure primarily employed in tech startups that uses creativity, social metrics and analytical thinking as well as tools to sell products and gain exposure”.

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Use External “Growth Hacks”• Focus efforts on the good of your target

audience, science says they’ll reciprocate in kind

• If you want to build a loyal audience, putting other people first will in turn inspire them to put you first.

• External marketing strategies – guest blogging, email outreach, and press releases – will generate the most qualified audience for your blog from social media

• Will net you 6.9x more organic search traffic, when they’re consistently implemented and followed.

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Shopify Used Growth Hacking to Acquire 160K Customers• Grown 10X in 3 years, in part because they

placed content above everything else• Their blog is active, promote their blog

content through social media networks.• One post, “Mobile Now Accounts for 50% of

All Ecommerce Traffic” generated 4K social shares, valuable comments & inbound links.

• Built a strong connection with other media sites: Forbes, Entrepreneur & Business Insider

• Re-publish blog posts on these high-traffic authority blogs to drive additional traffic to their blog and increase member signup.

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Ensuring Success Using External Factor Growth Hacking

1. Connect on a personal level – Impact more lives with your content, your message and your brand culture

2. Capture interest based on need – what does your audience want to know about?

3. Get involved in the discussion – could be a conversation, an argument, a debate or a chat

4. Drive an audience that believes in your project – are they ripe for your message?

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AppCues: Masters of the Hack

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They Nurture with Amazing Emails• S

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Asked for the Sale But They Don’t Respond?

1. There are too many clicks and bumps to jump through

2. You’re forcing the customer to do something they really don’t want to (ie. register an account before your visitor can buy)

3. You haven’t made it clear what to do next4. You’ve lost your customer in the labyrinth

that is your web site

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Strategically Measure Audience Engagement• The key metric? SUBSCRIBERS• Metrics that matter deal with:• Activation (making sure that users

have a great experience when they visit your site)

• Retention (putting forth extra effort to satisfy the audience and get them to come back).

• That’s how a loyal audience is nurtured. It’s not a one-and-done task – you’ve got to be consistent.

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Marketing Automation 101Example of a basic automated email workflow:

• Step 1: You send an email invitation to download your latest ebook to a targeted list of contacts

• Step 2: You send a thank you note to all the people that downloaded the offer

• Step 3: A few days later, you send a follow up email to the list of people who downloaded the ebook, offering them a case study relating to that topic

• Step 4: Finally, when someone downloads that case study, your sales team will get a notification so they can follow up with them (this person is now much more qualified and is likely farther down the buying process)

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Nurture with Personalization• Every day, you’re exposed to 2,904 media

messages. You pay attention to 52 and positively remember only 4

• Experian: found that personalized emails increase both transaction and revenue rates by 6x. They also deliver 29% higher unique open rates and 41% higher unique click-through rates.

• Personalize emails and landing pages• Recipient name, sender name• Images, Messaging & Calls to Action Based on

Persona or Behavior

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QUESTIONS?

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Contact MeJon Wuebben(909) 437-7015 [email protected]: @jonwuebben

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