content amplified: crafting a digital conversation

11/17/2017

Content Amplified

Crafting A Digital Conversation

Worksheet: bit.ly/vmwebinar111617

Content Amplification

What, Why, Where?

Expand Your Audience Reach &

Engagement


11/17/2017 4

Content Amplification – Why

96% of visitors who come to your site are not

ready to buy – but they may be willing to trade

contact information for valuable content. (Marketo,

2017)


https://www.marketo.com/ebooks/website-and-seo-for-lead-generation/

11/17/2017 5

Content Amplification – Why? Cont’d


11/17/2017 6

Content Amplification – What is it?

Utilization of paid & owned channels to distribute &

promote content to increase brand reach and

encourage engagement.


11/17/2017 7

Content Amplification – Where?

Paid & owned channels can include search, social,

influencer, programmatic, video, email, and digital

PR.


11/17/2017 8

Content Amplification – Example 1


11/17/2017 9

Media Channels - Defined

Owned, Paid and Earned Amplification

Owned Media Paid Amplification Earned Amplification

Assets that your brand

owns:

• Blog posts

• Email newsletters

• Social posts

Paid placements:

• Sponsored social

• Paid search

• Influencer posts

• Programmatic

Third party non-owned

channels:

• A social mention

• Media coverage

• A product/service

review


11/17/2017 10

Media Channels – Synergy!

Maximum audience reach is achieved when all three tactics are working

together within a unified content & amplification strategy.

Investment made here

Owned Paid Earned!


Amplification Strategy

A multi-channel effort

designed to utilize every

relevant channel in efforts to

promote brand content.


Amp Strategy - Where to start?

11/17/2017 12Worksheet: bit.ly/vmwebinar111617

What are you trying to achieve?

1.Engagement

2.Form fills

3.Transactions

4.Foot traffic

Write down your objective and how you will

measure.

11/17/2017

Worksheet!

Section 1


Amp Strategy – What is success?

14

Write down your objective and how you can

measure.

Fill out in worksheet section 1 (page 2).

Ex: I want to increase Brand Awareness and I will

measure social following, brand mentions, and social

channel referral traffic.


Amp Strategy – How am I doing now?

15

Review site analytics:

1. Where is my traffic coming

from?

2. Are these audiences

engaging?

3. Which audiences are

converting?


Amp Strategy – Promotion gaps?

16Worksheet: bit.ly/vmwebinar111617

Content Types

What’s in the toolbox?


What do I have to

work with and or

what do I still need

to create?

11/17/2017

Worksheet!

Section 2 & 3


Amp Strategy – Content Audit

22

What do you have to work with?


Ex: I want to promote our best video content but it’s all

at least two years old and a minimum of 5 minutes long.

Time for a re-shoot and heavy edits.


Amp Strategy – Content Ideation

23

Need more content to play with? Time to ideate.


Ex: We just made a huge pitch to Brand X – we could

re-purpose multiple slides explaining our current

capabilities.


Content Types


There is no shortage of content – however

there is a shortage of well targeted and

helpful content that seeks to inform at the

perfect moment.

Make yours count.

11/17/2017

Sponsored Social

Influencer Marketing

Lead Nurture


What is that?

Sponsored Social - Platforms


Why Amplify on Social Channels?

27

500Mtweets per day

Internetlivestats

300 hoursvideo uploaded

every minute to

YouTube

Statisticbrain

2%Chance of

followers seeing

your post

Ogilvy

Sponsored placements allow you to choose when, where, and

how frequently your content appears in front of audiences.


http://www.internetlivestats.com/twitter-statistics/

http://www.statisticbrain.com/youtube-statistics/

https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

Sponsored Social - Process


Objectives Audience Content Optimize

Awareness

Traffic

Conversion

1st Party

Behavioral

Interests

Eye-

catching

Strong

headline

CTA’s

Engagement

Segment

Test

Know Your Audience

11/17/2017 29

It’s pronounced “eye-gor”.


Sponsored Social – Testing Tips

30

Multi Variable Creative

• Creative asset

• Video length

• Post headlines &

description

• CTA buttons & layout

Landing & Placement

• Landing page – test

content that “receives” the

audience

• Customize to platform

• Adapt to device


Sponsored Social – Tactic examples

31

1. Grab tasty snippets from blog posts

and experiment with promotion on

Twitter, build summary cards to

improve CTR. Twittercards/overview

2. Turn existing instructional content into

“how-to’s”, guides, or video tutorials.

Promote on Youtube, Facebook,

LinkedIn.

Drive Audience To Your Content


https://dev.twitter.com/cards/overview

11/17/2017

Sponsored Social


Lead Nurture


What is that?

Why Influencers?

33

$6.85For every $1

invested

AdWeek

71%Consumers more

likely to purchase

based on social

media reference

AListDaily

37%Higher retention

rate

Deloitte


Influencer marketing affords you the ability to genuinely

approach ready made audiences already interested in your

market vertical.

http://www.adweek.com/prnewser/study-influencer-marketing-pays-6-50-for-every-dollar-spent/111584

http://www.alistdaily.com/strategy/us-consumers-will-tackle-holiday-shopping-year/

http://www.slideshare.net/brandonmurphy/brand-advocacy-and-social-media-2009-gma-conference

How to find Influencers?


Utilize content indexing tools to research

key influencers – the audience they have

and the content they like to share.

Examples:

• Buzzsumo

• EpicBeat

• SocialAnimal

• Twitter Search Tool

• Pinterest Search Tool

Influencer - Example


Influencers - Tips


Do your Research – are they a good fit for your brand

Be a Fan – follow, comment, share, engage

Build Relationships – personal customized approach

Set Expectations – compensation, ROI, goals

Content Collaboration – let them speak

Cultivate – send thank you, follow-up metrics, future opportunities

11/17/2017

Sponsored Social


Lead Nurture


What is that?

Why Lead Nurture?

38

23%Shorter sales

cycle than

traditional email

blasts.

Market2Lead, 2015

47%Larger AOV than

non-nurtured

leads.

Annuitas Group, 2015

50%More leads

33%Lower CPL

Forrester Research, 2015


Lead nurture offers a brand the ability to stay in front of an

audience with relevant content to aid in conversion.

Lead Nurture - Process


Audience Content Optimize

Segment by interests

Segment by behavior

Specific to

segment

Specific to stage

in the funnel

Workflow content

Landing page

forms

Audience

segments

Lead Nurture – Segments


Lead Nurture – Workflows


Lead Nurture – Examples


Lead Nurture – Tips


Forms – be sure to create necessary forms and fields

Scores – score your leads and integrate marketing/sales

Personalize – segmenting lists allows you to speak directly to

audience

Expectations – 7, average # of contacts to get a response

Test – Workflow touchpoints, email content, CTA, amplified content

Leads contacted within 5 minutes of submissions are 21 times

greater to convert. (Hubspot, 2016) – align marketing/sales.

https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics

11/17/2017

Strategy

Build One


11/17/2017

Worksheet!

Section 4


Amp Strategy – Channel Selection

47

What channels present the best opportunity for success?


Ex: We see a lack of referral traffic coming from social channels –

let’s promote some of our best content to increase engagement.

Ex: We see great engagement from Instagram referrals – let’s

create a budget to target similar audiences with our best visual

content.


11/17/2017

Worksheet!

Section 5


The Customer Journey - Awareness

11/17/2017 49

Spark interest in your

products or services with

your highest engaging

audience.

Awareness

Tools:

• Sponsored social

• Programmatic

• Press release

• Influencer marketing

Content Role:

• Use top-of-funnel content to attract new visitors

• Provoke emotional reaction

• Inform users the product/service exists

Measurement:

• Impressions/Traffic

• Click Through Rate (CTR)

• Engagement Metrics


The Customer Journey - Consideration


Educate your audience

and become a reliable

resource that’s easy to

find.

Consideration

Tools

• Sponsored Social

• Paid search

• Lead nurture

• Programmatic

Content Role

• Answer common questions

• Emphasize key benefits

• Comparisons

Measurement

• Click Through Rate (CTR)

• Engagement Metrics

• Micro-conversions


The Customer Journey - Decision

Help your audience

make a buying decision

they’re comfortable with.

Decision

Tools

• Social retargeting

• Paid search RLSA

• Programmatic

• Lead nurture

Content Role

• Build confidence

• Create urgency

• Validation

• Deliver promotional benefits

Measurement

• Conversion Rate

• Transactions

• Revenue

• ROI


The Customer Journey - Advocacy

The customer assists with

marketing efforts and further

establishes your brand as a

trusted source.

Advocate

Tools

• Lead nurture

• Social media

Content Role

• Solicit for feedback

• Ask for input

• Ask to share

End!

Measurement

• Open rate

• Satisfaction rate

• Social shares

• Reviews

11/17/2017Worksheet: bit.ly/vmwebinar111617

Does

Amplification

Work?

11/17/2017Worksheet: bit.ly/vmwebinar111617

It Works

Our average paid media/amplification

client saw increased leads of more

than 140% and decreased costs of

more than 40% in 2016.

You Could Describe The

Team of People Behin

Your Company6 video lessons, 6 actionable worksheets, and

exclusive LinkedIn group.

Sign-up here: vert.ms/amp-camp

11/17/2017PRESENTATION TITLE GOES HERE55

Join us at Content Amp Camp!

Where we’ll teach your content to survive in the wild…


The End


Questions: Erik Solan –

[email protected]