addthis + influence & co. webinar: capturing inbound leads with contributed content
TRANSCRIPT
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TRUST TOP-OF-MINDMARKETING
OPPORTUNITY
Content Marketing is All About People
@InfluenceandCo #ATwebinar
The Thought Leadership Approach to Content Marketing
• Thought leadership mindset shift
• How contributed content fits into your overall marketing plan
• Increase qualified leads
80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
@InfluenceandCo #ATwebinar
@InfluenceandCo #ATwebinar
92% of editors prefer contributed content from industry experts and
leaders over journalists.
DEMONSTRATE EXPERTISE AND
LEADERSHIP
CREATE
CONSISTENT POSITIVE
TOUCHPOINTS
EDUCATE ON IMPORTANCE
How to Create Great Content & Get Published
1. DOCUMENT YOUR STRATEGY
32% of marketers have a documented content strategy, which is down from 35% last year. (Content Marketing Institute).
WHAT YOUR CONTENT STRATEGY NEEDS
ESTABLISHED GOALS
A TARGET AUDIENCE
KEY METRICS TO MEASURE
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• Is your content relevant to the publication?
• Is it non-promotional?
• Does it engage and educate the readers?
• Is it unique?
2. Research the Publication’s Audience
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The Value of Niche Sites
•Quality > Quantity
• PR credibility vs content marketing that performs consistently
• Educated traffic = More engaged visitors
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3. Share Your Expertise & Get Personal
“It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.”
— Editor surveyed in the State of Contributed Content Report
5. Perfect Your Piece
• Be a perfectionist — edit your work!
• Fact check
• Plagiarism check
• Tool: Copyscape
@InfluenceandCo #ATwebinar
Yuriy Boykiv
CEO of Gravity Media
Luba Tolkachyov
Co-Founder, New Media Development
Gravity Media
• Position Gravity as a leader in multicultural marketing • Publish consistent content to individually position Yurij and Luba as thought leaders • Drive additional exposure to Gravity • Create sales opportunities
Goals with Influence & Co.
Get $500 off your first month with Influence & Co.
www.influenceandco.com/addthis-webinar
SPECIAL OFFER
I’M HERE TO HELPTo download the resources I mentioned, visit www.influenceandco.com/resource-library.
Tweet your questions to me: @theMattKamp.
Connect with me on LinkedIn.
Email me at [email protected].
Now you have quality site visitors from your guest contributed content, here’s how you convert them into leads.
@InfluenceandCo #ATwebinar
So, you just executed the perfect strategy to drive targeted traffic to
your site and...
Charlie Reverte: @numbakrrunch #ATwebinar
What is Website Personalization?Tailoring your content, promotions, and messaging to the needs of individual
website visitors.
Charlie Reverte: @numbakrrunch #ATwebinar
Why Personalize?It gives your visitors what they’re actually looking for, instead of throwing everything
or the wrong thing at them.
Charlie Reverte: @numbakrrunch #ATwebinar
Don't judge me...
Personalized
Personalized
Your experience is already unique to you…here
Charlie Reverte: @numbakrrunch #ATwebinar
PersonalizedPersonalized
Personalized
Personalized
And here…
Charlie Reverte: @numbakrrunch #ATwebinar
The Next Phase of the Web
In the beginning there were directories…• Navigate a hierarchy to find content
Then came search • Skip the hierarchy, just tell us what you
want NOW…the web is personalizing• We already know what you want, here’s
a great experience
Charlie Reverte: @numbakrrunch #ATwebinar
What Makes Your Visitors Different?
• First time visitor or returning visitor? • Occasional visitor or frequent visitor? • Are they mobile or at their desk? • What are they interested in? • How did they get to your site? • What about demographics?
Charlie Reverte: @numbakrrunch #ATwebinar
And They’re More Apt To Subscribe When They Return
Returning Users:
10x Signup Rate
Charlie Reverte: @numbakrrunch #ATwebinar