Content marketing 101 - How to generate (new) leads by creating and effectively sharing your content

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CONTENT MARKETING 101How to generate (new) leads by creating and effectively sharing your content


People buy from people

Know

Like

Trust

New business


It’s all about relationships

Content marketing builds trust.


Presentation objectives

1. What content marketing is all about.

2. Why an e-mail list is so important.

3. How to optimally re-purpose your content.







Inbound marketing

Content Marketing

Technical

SEO

Social Media


TWO types of website content

Static● Basic pages● Products/services● Location details● FAQ● Navigation links● Header/Footer● Contact form




Brochure material




Shareable● Blog posts● Events● News stories● Newsletter issues● Photo albums● Polls/surveys/forms● Testimonials● Videos




Shareable● Blog posts● Events● News stories● Newsletter issues● Photo albums● Polls/surveys/forms● Testimonials● Videos

Marketing material


Transform your website into a powerful marketing tool!

Staticcontent

Shareablecontent

POWERFUL MARKETING TOOL


Create your own scene

● Blog, share information, publish videos● Run events, contests, surveys, polls● Offer coupons, discounts, promotions● Engage people, ask questions, offer help


The content marketing concept

1. Create shareable content2. Promote your content3. Establishes your credibility4. Build relationships5. Grow your network


Think “educational” marketing

● Educate people● Write about what you know● Share solutions to problems● Be authentic

“Nobody does what you do the way you do it.”


Content is King.Distribution is Queen.

Become an authority in your industry.


Be authentic

”Focus on creating awesome stuff that doesn’t even feel like marketing in the first

place.”Reference:http://blog.hubspot.com/marketing/difference-between-content-and-inbound-marketing


Benefits of content marketing

1. Long lasting footprint.2. Generates traffic, leads, and sales.3. Establishes you as a thought leader.4. Cheaper than traditional marketing.5. Helps foster relationships.6. Good practice for you.7. You can do it yourself.







A website alone marketing


Get the word out


The secret power of e-mail

23% industry average open rate.77% have seen it and know you sent it.

= Top of mind!


Your e-mail list is corporate equity AND a corporate asset. Build it and use it.

=

Integrate email marketing!


Email statistics

● 23% Open rate average | Source● 8% Click-through rate average | Source● Less than 1% Opt-out rate average | Source● 44% of email recipients made at least one

purchase last year based on a promotional email | Source

● 91% Consumers who check their email at least daily | Source

● 4,300% Email marketing’s ROI | Source

http://support2.constantcontact.com/articles/FAQ/2499



http://convinceandconvert.com/

http://www.exacttarget.com/blog/91-of-consumers-use-email-at-least-daily/

https://imis.the-dma.org//bookstore/ProductSingle.cfm?p=0D45047B%7C4DA56D9737FF45DF90CA1DA713E16B80


Email statistics

● 64% of people say they open an email because of the subject line. | Source

● Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens | Source

● Click through rate (CTR) is higher when using the recipient's first name is in the subject line over no use of the first name | Source

http://www.cmbinfo.com/

http://www.adestra.com/internal/9055-2/#

http://www.hubspot.com/?__hstc=191390709.390c6cd9b47934bca6ec422e0046056d.1429636708738.1429636708738.1429636708738.1&__hssc=191390709.1.1429636708739&__hsfp=3370710253



Email statistics

● Roughly half of an email list will be active – either opening or clicking on emails. | Source

● 23.63% Emails opened within an hour of being received | Source

● Monday emails had the highest revenue per email | Source

● Saturday has the highest CTR at over 9% (Sunday is second just under 9%) for consumer email campaigns | Source

http://epsilon.com/

http://econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails

http://www.experian.com/cheetahmail/email-marketing-quarterly-benchmark-study-q4-2012.html



Email statistics

● Emails issued on Saturdays and Sundays had higher open, click, and transaction rates—but much lower volume | Source

● Triggered email messages yield 71% higher open rate and 102% higher click rates than non-triggered emails| Source

● 6 AM has the highest CTR of any hour | Source

● 2-5PM Time of day when most emails are opened | Source

http://www.experian.com/marketing-services/marketing-services.html

http://www.epsilon.com/



http://econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails


Email statistics

● 10PM-9AM The worst time to send emails | Source

● 22.3% Open-rate increase with personalized subject lines | Source

● -18.7% Decrease in click rates when the word ‘newsletter’ is used in subject lines | Source

● 82% Consumers who open marketing emails | Source

https://econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails

https://econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails

https://www.mailermailer.com/resources/metrics/2013/introduction.rwp#vi

http://www.adestra.com/resources/downloadable-reports/

http://www.adestra.com/resources/downloadable-reports/

http://litmus.com/


Email statistics

● 74.4% Consumers who expect a welcome email when they subscribe | Source

● 52.9% Consumers who never ‘opt down’ (change email frequency or type after unsubscribing) | Source

● 3X Email conversion rates are three times higher than social media | Source

● 17% Difference in value between email conversions and social media conversions | Source

http://www.slideshare.net/bluehornetemail/bluehornet-consumer-views-of-email-marketing-2013-presentation-final

http://www.slideshare.net/bluehornetemail/bluehornet-consumer-views-of-email-marketing-2013-presentation-final

http://www.forbes.com/sites/mckinsey/2013/11/19/email-marketing-think-inside-the-new-inbox/

http://www.forbes.com/sites/mckinsey/2013/11/19/email-marketing-think-inside-the-new-inbox/


Tips for building your email list

● Create and use an invite template (CASL)● Invite contacts (business cards, email address book)● Invite social media contacts

○ You can download your Linkedin contacts + emails○ Facebook private messages

● Set up triggers to prompt you to invite○ Example: Reply to each LIKE

● Use and promote your newsletter signup○ Website call-to-action signup form,

social media, email signature


Lever a Newsletter system

● Call it an “email list” if you prefer.

● Use it. Learn and adapt.

● Choose what’s right for you:○ Mailchimp, Campaign Monitor, InfusionSoft, ...

○ OR: Use a built-in system to save formatting time!


Newsletter best practices

● Balance your newsletter content to be 90% educational and 10% promotional.

● Get creative with email subject lines.● Pick one primary call-to-action.● Keep design and copy minimal. ● Make it easy for people to unsubscribe. ● Test, test, test.

Reference: http://blog.hubspot.com/marketing/guide-creating-email-newsletters-ht







Time is money


The Shareable Content Flow

Where to start?


News Media Blogs History People Books Trends The workplace

Sent mail CommentsForums … and more!



IdeasNews Media Blogs

History People Books Trends The workplace

Sent mail CommentsForums … and more!



Ideas Shareablecontent

News Media Blogs History People Books

Trends The workplaceSent mail CommentsForums … and more!






Blog postsNews stories

Events Videosand more!








Adapt




Social media





Adapt




Social media





Adapt


Followers & Subscribers



Social media






Adapt


Referrals & new contacts



Social media






Newsletteremail list(s)

Adapt




Website


Social media







Adapt




Website


Social media







Adapt

SEOReferrals & new contacts




Social media







Adapt

Know

Like

Trust


Referrals & new contacts SEO

Website


Website


Social media







Adapt

Know

Like

Trust

SEOReferrals & new contacts


New business


Know

Like

Trust

New business

Deepeningrelationship


Advice to get started

1. Find your angle.2. Start writing.3. Learn and adapt.4. Get help if needed.

Be disciplined.Give it a chance.







Questions

?


Thanks!


Contact info

Jayson Peltzer

Web Strategist, U7 Solutions

http://www.jaysonpeltzer.com

https://ca.linkedin.com/in/jaysonpeltzer

@jaysonpeltzer


U7 SOLUTIONS

WEBSITES. The way they should be.http://www.u7solutions.com


Extra slides




Referrals are gold


Cost-effectiveness

● Content marketing drives three times the sales of digital advertising

● Content marketing’s cost per lead drops 80% after the first five months

Reference:http://heidicohen.com/why-content-marketing-is-more-effective-than-digital-advertising-research/


Cost per lead


Marketing tactics by ROI


Business Type Open Rate Click-Through Rate Opt-out Rate

Accountant/Financial Advisor 18.44 7.46 0.78

Art Galleries/Museums 32.06 7.06 0.56

Business products and services 20.13 8.74 0.74

Communications 22.81 20.63 0.32

Consultant (ex. marketing, management) 9.85 7.31 0.81

Crafts 27.19 14.8 0.42

Education and services 26.3 8.22 0.48

Entertainment (ex. musicians, theatre, film) 20.06 8.97 0.66

Event planner 21.46 7.21 1.02

Franchise 20.88 6.57 1.24

Government Agency or Services 34.08 8.93 0.33

Hotel, Inn, B&B 21.74 6.92 1.28

Legal Services 28.24 6.59 0.71

Manufacturing and Distribution 23.74 9.5 0.91

Marketing/Adv/PR Agency 15.24 6.86 0.65

Average industry rates from Constant Contact (page 1 of 3) | Source




Medical Services 24.87 7.24 1.05

Nonprofit - Arts Organization 31.97 6.91 0.49

Nonprofit - Association 29.96 8.47 0.3

Nonprofit - Education 33.57 8.68 0.44

Nonprofit - Health and Human Service 32.76 8.95 0.69

Nonprofit - Membership Organization 11.66 7.05 0.4

Nonprofit - Other 32.07 7.94 0.43

Nonprofit - Religious Organization 40.24 6.73 0.22

Office Supplies 15.06 6.32 0.92

Other 16.66 8.38 0.66

Personal Services (ex. dry cleaning, photography) 14.92 6.8 1.38

Professional Services 24.46 7.9 0.98

Publishing 22.88 13.13 0.33

Real Estate 26.01 6.85 0.68

Restaurant, Bar, Caterer 22.72 4.5 0.89





Retail (in-store and online) 17.96 9.31 0.79

Salon and Spa 21.22 4.35 1.27

Sports and Recreation 26.13 7.88 0.79

Technology 16.24 5.95 0.91

Transportation 24.33 12.61 0.69

Travel and Tourism 19.08 8.32 0.71

Unknown 16.35 7.66 0.79

Web developer 15.16 8.58 0.39

Averages 23% 8% 1%




References / great articles

● Content marketing VS social media marketinghttp://contentmarketinginstitute.com/2012/02/content-marketing-vs-social-media-marketing/

● Myths about social media and content marketinghttp://www.convinceandconvert.com/social-media-strategy/11-big-myths-about-social-media-and-content-marketing/

● The ROI of Content Marketinghttp://www.forbes.com/sites/sujanpatel/2015/04/15/the-roi-of-content-marketing/

● The Anatomy of a Winning Content Marketing Strategyhttp://www.forbes.com/sites/johnrampton/2015/04/24/the-anatomy-of-a-winning-content-marketing-campaign/

● Best ROI of marketing tacticshttp://www.smartinsights.com/email-marketing/email-communications-strategy/email-social-roi/

http://contentmarketinginstitute.com/2012/02/content-marketing-vs-social-media-marketing/



http://www.convinceandconvert.com/social-media-strategy/11-big-myths-about-social-media-and-content-marketing/



http://www.forbes.com/sites/sujanpatel/2015/04/15/the-roi-of-content-marketing/



http://www.forbes.com/sites/johnrampton/2015/04/24/the-anatomy-of-a-winning-content-marketing-campaign/



http://www.smartinsights.com/email-marketing/email-communications-strategy/email-social-roi/

