Boosting Leads with Mega Content

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Mega Content: How a Different Approach to a Simple Idea Can Deliver Impactful Results

Jennifer CarioPresident, SugarSpun Marketing

Author, Pinterest Marketing: An Hour a DaySocial Media Faculty Chair, Market Motive

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You’re All Familiar with Content Marketing…

CONTENT IS KINGUses compelling, quality content to drive exposure, build trust and ultimately lead consumers through the conversion funnel.

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You’re All Familiar with the Goal of White Papers…

LEADSOffer high quality content in exchange for targeted contact information for

your sales team.

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Mega Content Combines the Best Impact of Each

STRENGTHTake advantage of the targeted traffic potential of great content while leveraging the lead generating format of white papers and ebooks.

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It Helps Balance Two Ongoing Needs

CONTENT & EMAILMarketers understand the value of crafting quality content to gain traffic, exposure and credibility, but also need to generate targeted email leads.

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The Resurgence of Email Marketing

EMAIL WORKSEmail marketing returns an average of $44.25 for every dollar spent.

Source: Listrack “Email Benchmarks & Trends” Report

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So What IS Mega Content…

PACKAGE DEALMega content aims to create a high value piece of content that can be promoted using snippets of that content in multiple formats to lead people in to the landing page.

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Purposeful or Accidental

SIZE MATTERSSometimes you have a huge volume of content on a single topic and using it for a blog post is wasted opportunity.

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Case in Point

WORDY CLIENTTurned in a piece of content on Rosacea that was over 4500 words in length. Intended us to use it as several blog posts.

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Case in Point

CREATE A PACKAGEWe built out a 24 page, beautifully formatted high quality e-book complete with diagrams, pictures, an infographic and more.

Requires email to download

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Case in Point

BREAK IT UPThis package of content includes over a dozen items for our content marketing calendar. Content items are designed and formatted for specific channels.

Pulled out two blog posts of around 600-700 words each.

Created a Rosacea facts and tips infographic.

Created five graphical “tips" formatted for all Social Channels.

Created six graphical “facts" formatted for all Social Channels.

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Case in Point

CALENDAR FILLERThis content package can be used as part of the blog and social media calendars over the next eight to ten weeks. It also provides fodder for our pitching team.

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Case in Point

GOAL ORIENTEDRather than simply attract content into a Rosacea focused blog post and try to get them to click over to a product, we gather targeted emails.

42% conversion

rate.

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Breaking Down the Potential

CARROTRequiring an email to get the content gives you a stronger CTA than a standard blog post pushing for a newsletter signup.

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Breaking Down the Potential

THE IMPACTSo what do you get out of all these carrots? How and where do we dangle the carrots?

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Let’s Aim for Every Other Month

FOUNDATIONBased off the idea of posting three blog posts per month that tie in to Mega Content Landing Pages.

Content #1

Content #2

Content #3

Content #4

Eight blog posts. Three each in January and February and one each in March and April.

Six blog posts. Two each in March and April and one each in May and June.

Six blog posts. Two each in May and June and one each in July and August.

Six blog posts. Two each in July and August and one each in September and October.

Content #5

Content #6

Six blog posts. Two each in September and October and one each in November and December.

Six blog posts. Two each in November and December and one each in January and February.

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Let’s Aim for Every Other Month

SHARINGCreate an additional six to ten pieces of non-blog content. Short videos, images, graphics, tips, etc...

Content #1

Content #2

Content #3

Content #4

Eight non-blog pieces of content. Three each in January and February and one each in March and April.

Six non-blog pieces of content. Two each in March and April and one each in May and June.

Six non-blog pieces of content. Two each in May and June and one each in July and August.

Six non-blog pieces of content. Two each in July and August and one each in September and October.

Content #5

Content #6

Six non-blog pieces of content. Two each in September and October and one each in November and December.

Six non-blog pieces of content. Two each in November and December and one each in January and February.

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Let’s Estimate Some Conversion Impact

NEW LEADSIf your blog posts average 3,000 viewers per month with a 2% conversion rate, that equals 60 leads per month.

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It’s Just Like Your Savings Account…

COMPOUNDINGThe math is not just 60 leads per month times 12 months. Older content should still pull leads even as you add new content.

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Let’s Look at the Math…

YAY EXCEL!Take a look at how your new leads can stack on top of your old leads to add up to targeted email lists over time.

4,680 leads per year

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But What If We Weren’t Conservative

AIM HIGHERWhat if you had 10,000 views and a 3.5% conversion rate? That equals 350 leads per month, compounded.

Over 28K per year

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Why Does Mega Content Let us Aim Higher?

DIVERSIFIEDMega content is about more than blog posts for promotion. It includes images, video, infographics and more.

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INFOGRAPHICPitch to industry related sites, bloggers and news sources and require a link back to guide.

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PINTERESTUpload and promote a series of tips, facts and DIY style content that points back to landing page.

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TWITTERMake use of image Tweets, Twitter chats or Twitter Cards for additional traffic and leads.

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FACEBOOKPromote blog posts, images, video clips and the like via your news feed and targeted ads.

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Elevating Existing Blog Content to Mega Content

SEEING POTENTIALA client wanted to build an infographic to explain the benefits of an Alkaline food diet.

We knew there could be more...

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Elevating Existing Blog Content to Mega Content

Write a 3000 word guide aimed at explaining the

basics of the diet. Create a series of bite size infographics with

complimentary info.

Create a 14 day easy to follow menu plan based off the Alkaline diet. (Source most content from other

bloggers.)

Create a Pinterest board featuring

additional recipes.

Develop 6-10 original recipes with

pictures for blog posts.

Package it all in a guide to get started with an Alkaline food

diet.

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Case in Point

BREAK IT UPThis package of content includes nearly two dozen items for our content marketing calendar and a ready made pitch to a dozen bloggers.

Wrote one blog post as an introduction to the benefits of an alkaline diet.

Create one full infographic and three micro size infographics full of facts about Alkaline diet.

Created ten original recipes as blog posts and sourced over 24 recipes from other bloggers with permission.

Created half a dozen graphic tips and facts regarding the Alkaline food diet.

Curated a Pinterest board with more than one hundred Alkaline recipes and articles.

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Doesn’t Always Have to be Original

UPDATESPlan to update your content within 4-6 months for a rerelease and or a bigger push.

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A Key Point to Remember

NUANCED APPROACHThis approach is not for sales driven white papers, it is for focused and useful content and works best as a starting point to your

funnel.

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Wrapping it Up

DIFFERENT APPROACHNone of this is 100% new or different, but it

can be a very different way to look at and to leverage your content.

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Thank You!Jennifer Evans Cario

President, SugarSpun MarketingAuthor, Pinterest Marketing: An Hour a DaySocial Media Faculty Chair, MarketMotive