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Jillian FiorellaContent Strategy & Public Relations DirectorFARM

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What Is Content Marketing and How Can it Help Drive Leads to Your

Site?

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What Is Content Marketing?

• The term “content marketing” originated in 2001 and was

coined by Joe Pulizzi, founder of the Content Marketing

Institute (CMI), the leading content marketing educational

resource for enterprise brands.

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What Is Content Marketing?

• CMI developed the following definition:

“Content marketing is a strategic marketing approach focused on

creating and distributing valuable, relevant, and consistent

content to attract and retain a clearly-defined audience — and,

ultimately, to drive profitable customer action.”

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How We See It

• At FARM, we define content marketing is the art of creating

and curating useful content, which is consistently delivered

through key mediums to drive response and result in ROI.

• It’s an ongoing process which must be supported by a well-

defined strategy and integrated into an overall marketing

strategy.

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• We know that technology has dramatically influenced how

people consume media. They want information when and

where they want it, without being interrupted in the process.

• Whether playing in the B2B or B2C fields, content marketing

allows us to do just that by breaking through the clutter and

make a person stop … read … feel … think … and behave

differently.

How We See It

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Owning vs. Renting

• The intent is to own your media. Not rent it. Meaning—telling

your story by publishing new and curated content, becoming a

trusted resource and, in turn truly owning your brand.

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“All the Marketing That’s Left”

• Thought leaders and marketing experts from around the world,

including Seth Godin and hundreds of the leading thinkers in

marketing, have concluded that content marketing isn’t just the

future or a fad, rather it’s “all the marketing that’s left.”

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2016 Content Marketing

Trends

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2016 Content Marketing Trends

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Key Takeaways

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Key Takeaways

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Developing the Strategy

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Plan Create Publish Measure

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Plan

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Plan

• Identify key components to your strategy:

• Objectives

• General brand awareness, client acquisition, thought leadership, etc.

• Target audiences

• Develop Personas that define the audience’s challenges, questions, needs, and content

preferences—consider conducting research to be best informed

• Goals

• Editorial Mission Statement – comprised of key messages/overarching themes

• Map out buyer’s journey

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Create

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Create

• Develop new content, as well as curate and repurpose

existing content, all of which should be highly visual and

responsive

• Determine the optimum content mix:

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Create

• Create overarching content/editorial monthly calendars to

coordinate and integrate outreach efforts, and to facilitate

content curation

• Establish Key Brand Ambassadors/Spokespeople

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Content Matrix

Content Types

Videos

Social

Media

Public

Relations

Influencer

Outreach

Blogs

E-blasts

E-newsle

tters

Case studie

sWebina

rs E-book

sInfograp

hics

Whitepapers

Paid/

Syndicated

Curated

Event Market

ing

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Create

• Content should:

• Feature supporting visuals and rich media (e.g., images, videos)

• Include hyperlinks to other content to support link-building, in turn

growing your search rank

• Ensure content features keywords and is tagged appropriately, also

supporting SEO efforts

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Create

• Content should:

• Acknowledge and respect the customers’ decision process along the

purchase path and;

• Once a purchase is made, continue supporting customers with content

that guides them through the product and the process, fostering brand

advocates

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Publish

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Publish

• Create a Content Repository or “Hub”

• Section of website designated for organizing and publishing content

• Promote content across owned, paid and earned channels

• Drive leads through:

• Inbound strategies: (SEO, PPC)

• Outbound strategies: (Display Ads, Content Syndication)

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Measure

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Defining Metrics

• Establish goals/metrics for content type

• Measure the level of engagement through metrics such as opens, clicks,

shares, views, registrations, etc., depending on the channel

• Consider employing traditional tracking mechanisms such as unique toll-free

numbers and redemption codes to tie these initiatives to sales

• Establish a valuation rubric and rating system for earned placements based

on pre-set criteria (e.g., headline/messaging, photo used, number of times

client name is mentioned, medium [print, online, both], etc.)

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Examples

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vAuto - Conquest

• vAuto/Conquest: “3 Keys”

Whitepaper

• Gated content on website

• E-blasts

• Blogs

• Social publishing

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FARM

• Relevant Blog Content

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Princess Pinky Girl

• Baking aisle – urgent help needed!

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Princess Pinky Girl

• Engaging conversion chart

courtesy of Princess Pinky Girl’s

Pinterest board

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Princess Pinky Girl

• Click through to website:

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Princess Pinky Girl

• Find this fun recipe

• Pin it to my Dessert board

• And the content cycle continues!

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Thank you!

Scott MolloyLead Project StrategistMainstreethost

CONTENT OPTIMIZATION

Brought to you by:

ABOUT US

MAINSTREETHOST:•Digital Marketing Agency 1999

•Amherst, NY

•One of the first companies in the country

to specialize in SEO and Online

Marketing

SCOTT MOLLOY:•7 years with Mainstreethost

•Responsible for over $2 Million in client

strategy and acquisition annually

•Lead strategist for major clients

• Is a set of red contacts away from being

Albino. Might be a White Walker.

WHAT DOES CONTENT OPT MEAN?

• At its core: Getting your content into the best channels for exposure

• Choosing the right content medium to maximize potential

• Understanding and executing the technical nuances that can get your

content found

CONTEXT MATTERSOn-Site: SEO, technical execution, longevity

CONTEXT MATTERSOff Site: Traditional media channels, branding

CONTEXT MATTERSSocial: Clickbait, subject impact, short and sweet

FOCUS: ON-SITE CONTENT OPT

How to get started:

• Know Your Audience

• Research the Potential

• Devise a Game Plan

KNOW YOUR AUDIENCE

Rely on internal knowledge: Use this information to:

• Use questions the sales staff

always hear

• Use client surveys

• Keep track of social

conversations

• Document correspondence

• Research how these people might

search (Adwords, trends)

• Develop subject matter relevant to

their needs

MAKING A GAME PLAN

Convert need into content:• Videos: Instructional, impactful, easily digested

• Blog Posting: Engaging, in-depth, authoritative

• Page Development: Long lasting, business essential

• Social Engagement: Shareable, short lived, brand engaging

GAME PLAN FOR ON-SITE

●Know your site. Map it out. Understand taxonomy.

●Rethink the traditional vertical model

Traditional Silo Site Development

Traditional Silo Site Development

Breaking the

Traditional Model

QUICK INTRODUCTION TO CRAWLING

How do search engines understand my site?• Crawling through the links

• Interpreting context around the path

• Using key code elements (<title>, H1, Sitemaps)

• Secondary support (eg: backlinks, social indicators)

IDENTIFY WHERE IT FITS

• Where does it best fit?

ULTIMATE GUIDE TO HOPPY BEERS

New page in site structure

• What does it relate to?

Beer, pale ale, IPA, pilsner, German pilsner, bohemian

TECHNICAL OPTIMIZATION

• Subject headers

• Title

• Markup

• Metadata

TECHNICAL OPTIMIZATION<H1>Craft Beer and Hops: A Guide to the

Best Choices | The Beer Experts<H1>

<title>The Ultimate Guide to Hoppy Craft

Beers and IPA</title>

<H2>Craft IPA<H2>, <H2>Pilsners with

Hoppy Punch<H2>

URL: www.domain.com/craft-hoppy-beer

CONTEXTUAL OPTIMIZATION

What Content Makes Sense? • Infographic on all classes of Hoppy Beers

• Static content describing each type and brew process

• Reviews of the best beers in the class

• Video on Home Brewing Pilsner with Hops

Where Does it Fit?• Dedicated site page

• Associated blog post on brewing with Hops

• Social post series: The Ultimate Guide, Brewing with Hops at Home

/craft-hoppy-beer

CONNECTING THE DOTS

• Internal link juice is mapped and calculated

• Authority is passed across site verticals in related context

• Internal link verbiage can be given logical value

• Outside indicators and link values are mapped and logical

• .xml video sitemaps can be leveraged

• Image alt values can be assigned

• The experience to the user will make natural and organic sense - the same

will be for crawlers

• The content was planned with intent

Mary OwusuDirector of AnalyticsEric Mower + Associates

MOST CONTENT MARKETING

IS INEFFECTIVE…

(Fails to generate leads)

Source: 2016 B2B Content Marketing Trends—North America:

Content Marketing Institute/Marketing Profs

marketers think content

marketing has low to no

effectiveness70%

Source: HubspotCONTENT MARKETING IN EUROPE, 2016

marketers cannot measure

the ROI of content

marketing47%

Source: 2016 B2B Content Marketing Trends—North America:

Content Marketing Institute/Marketing Profs

marketers think content

marketing has low to no

effectiveness70%

THE PATH TO EFFECTIVE

CONTENT MARKETING

THE PATH TO EFFECTIVE CONTENT MARKETING

LEAD

GENERATIONLEAD

NURTURING

Building trust, rapport and credibility with

buyers at every stage of the sales

funnel, and through every step of the

buyer's journey.

Identifying and cultivating

potential customers for a

business's products or services.

THE PATH TO EFFECTIVE CONTENT MARKETING

LEAD

GENERATIONLEAD

NURTURING

Building trust, rapport and credibility with

buyers at every stage of the sales

funnel, and through every step of the

buyer's journey.

Identifying and cultivating

potential customers for a

business's products or services.

LEAD GENERATION

1. Have a high converting

landing page

LEAD GENERATION

1. Have a high converting

landing page

2. Show love to both mobile

and desktop users

LEAD GENERATION

1. Have a high converting

landing page

2. Show love to both mobile

and desktop users

3. Keep form fields to only

what is necessary right

now

LEAD GENERATION

1. Have a high converting

landing page

2. Show love to both mobile

and desktop users

3. Keep form fields to only

what is necessary right now

4. Un-gate some assets to

establish trust and

credibility

LEAD GENERATION

1. Have a high converting

landing page

2. Show love to both mobile

and desktop users

3. Keep form fields to only

what is necessary right now

4. Un-gate some assets to

establish trust and

credibility

5. Have a prominently-

placed trackable phone

number

THE PATH TO EFFECTIVE CONTENT MARKETING

LEAD

GENERATIONLEAD

NURTURING

Building trust, rapport and credibility with

buyers at every stage of the sales

funnel, and through every step of the

buyer's journey.

Identifying and cultivating

potential customers for a

business's products or services.

LEAD NURTURING: THE LEAD NURTURING FUNNEL

Source: AG Salesworks

LEAD NURTURING: THE LEAD NURTURING PROCESS

The take-away:

Lead nurturing never truly ends

Source: AG Salesworks

LEAD NURTURING

1. Develop target personas

for each stage of the

funnel

LEAD NURTURING

1. Develop target personas for

each stage of the funnel

2. Map personas to the

stages in your buyer’s

journey

Source: HubSpot

Retention

Stage

LEAD NURTURING: THE LEAD NURTURING FUNNEL

Source: AG Salesworks

LEAD NURTURING: THE LEAD NURTURING FUNNELBUYER’S JOURNEY

LEAD NURTURING

1. Develop target personas for

each stage of the funnel

2. Map personas to the stages

in your buyer’s journey

3. Create a content map for

each persona + stage

Awareness

Stage

Consideration

Stage

Decision

Stage

Retention

Stage

POST OR

OFFER?

OFFER

FORMAT

RELEVANT

TERMS

CONTENT

TYPE

TARGET

KEYWORD

Source: HubSpot

LEAD NURTURING

1. Develop target personas for

each stage of the funnel

2. Map personas to the stages

in your buyer’s journey

3. Create a content map for

each persona + stage

4. Launch multi-channel

nurturing

a. Email (marketing automation)

Never nurtured,

cold and old

leads that

dropped off

Automated Lead

Nurturing for

New Leads

Leads that have

chosen another

company

Leads that are

deciding between

you and another

company

Lead Nurturing

for Existing

Customers used

for Retention

LEAD NURTURING

1. Develop target personas for

each stage of the funnel

2. Map personas to the stages

in your buyer’s journey

3. Create a content map for

each persona + stage

4. Launch multi-channel

nurturing

a. Email (marketing automation)

The take-away:

Don’t rely on email alone

Source: HubSpot

LEAD NURTURING

1. Develop target personas for

each stage of the funnel

2. Map personas to the stages

in your buyer’s journey

3. Create a content map for

each persona + stage

4. Launch multi-channel

nurturing

a. Email (marketing automation)

b. 1:1 Social Media

c. Paid Retargeting

d. Dynamic Content

e. Sales Enablement

Effective multi-channel lead nurturing

combines the channel and the content to

hit the right lead at the right time with

the right content.

EFFECTIVE CONTENT

MARKETING IN ACTION

EFFECTIVE CONTENT MARKETING IN ACTION

Coca-Cola

Share-a-Coke Campaign

• What they did: Print individual names on cans

and bottles. Encouraged customers to share

social content around individualized products

• Impact: Coke inspired brand advocacy, drove

consumer generated marketing and crowd-

sourced content to drive sales

• Source: Content Marketing Institute, 8 (More) Absolutely Brilliant Content Marketing

Innovations From the World’s Best Brands, Nail Patel, July 11, 2016

HubSpot Blogs

• What they did: Hubspot generates tons of content covering

every aspect of niche marketing to the tune of 7 blogs X 5

articles = 35 articles a day. Additionally, they generate

hundreds of other social media posts and videos a month.

• Impact: Hubspot uses all of this content to drive visits to

their properties and then converts visitors to leads with in-

depth authoritative guides, interactive checklists, ebooks

and videos

• Source: ahrefs.com, 6 Exceptional Content Marketing Examples You Should Emulate In 2016, Jacob McMillen,

February 9, 2016

EFFECTIVE CONTENT MARKETING IN ACTION

Coffee for Less Customer Testimonials

• What they did: Coffee for Less realized that quality content

increased their SEO, so they added the functionality of

customer comments to their product pages

• Impact: Reviewers wrote in language similar to the way

people searched for coffee online improving their SEO and

leading to a 10% increase in organic traffic. Additionally,

visitors who interacted with product reviews converted at

125% higher rate and spent 157% more time on site than

those who didn’t• Source: Tint, 8 Brands Effectively Leveraging User-Generated Content, July 28, 2014

NYSERDA

Measurable Results

Campaign

• What they did: New York State’s

agency responsible for

advancing innovative energy

solutions needed to drive

awareness and incentivize

commercial and industrial

companies to take steps to

improve their energy efficiency.

They drove lead generation by

offering information kits

consisting of case studies and

program information

• Impact: In the first year of their

campaign, NYSERDA’s info kit

offer (used in online ads and

direct marketing) drove 4,000

qualified leads to the agency

and its outreach contractors• Source: EMA

©2016, Eric Mower + Associates (EMA). Brand as Friend is a registered trademark of EMA and its methodologies are proprietary information. All ideas, concepts, strategies, recommendations, trademarks and

materials presented in this document by EMA are provided to you to help make an informed decision regarding the use of our ongoing services, and will remain the property of EMA unless otherwise negotiated in a

formal agreement with our agency. The use of any EMA presentation concepts and materials outside of a contracted relationship with our agency is prohibited, including the use of this material in-house or with other

agencies. By accepting this proposal, you agree to these terms and understand our ideas cannot be employed or further developed without a formal agreement between our agency and your organization.

THANK YOU

Digital Outreach

• How do you define your audience and figure out what they are interested in? • What are email marketing best practices for B2B?

• How and why to use social media to help promote your business?

Join us at our second Content Marketing event on May 11th!