WHY YOUR CONTENT MARKETING CAN’T SUCK ANDY HALKO INSIVIA
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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?
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