Content Marketing That Drives Sales

by Ewa Wysocka & Samuel P.N. Cook

1. STRATEGY fundamentals

2. FUNNEL psychology and mapping

3. EXECUTION process

4. Defining your NUMBERS (KPI’s)

5. CONTENT integration

6. PAID TRAFFIC integration

7. OPTIMISATION

8. CUSTOMER SERVICE process set up

Our 8-Step Digital Marketing Formula

LTV > 3 x CAC

LTV - Customer Lifetime Value

CAC - Customer Acquisition Cost

6 rules of effective content marketing

Rule 1: Use different content at the different stages of the funnel

60 sec video tips

An hour long Webinar

FAQs and Case Studies

Rule 2: Merge CONTENT with PAID TRAFFIC!

● Drive paid traffic to the content at

the top of your funnel.

● Use retargeting ads to push your

Persona further into your funnel by

advertising both content and sales

pages.

Rule 3: Always have a clear CALL TO ACTION

embedded in your content

● Your CTA depends on the funnel stage!

● Use links, image ads and popup with

articles, pdfs or infographics.

● End videos with clear spoken and visual

command on what to do next .

Rules 4: Post your content to the channels where your Persona hangs out the most

Rule 5: Effective content marketing requires

PROCESS & CONSISTENCY

● You need to have a Content Manager on

your team.

● Recruit content producers:bloggers,

video producers, etc. (Or learn these

skills yourself)

Rule 6: Go for QUALITY > QUANTITY

● If you have good content piece

reproduce it in different content

formats like video, podcast,

infographic and article.

James SchramkoSuperFast Business

6 most effective CONTENT PIECES

Blog Post (Article)

● Use for PARADIGM SHIFT (beginning of

the funnel).

● You need a good HOOK in your

headline and intro.

● Tell a great STORY (take the time).

● Be USEFUL but leave OPEN LOOP.

● CTA should be OPTIN rather than

BUY!

● Look for inspiration with Kissmetrics.

com, Mint.com, DigitalMarketer.

Infographic

● Use for PARADIGM SHIFT (beginning

of the funnel).

● Make it so USEFUL that people will

feel like printing it and sticking it to

their fridge door for future reference.

● Kissmetrics.com, Crazyegg.com and

Mint.com are great case studies to

follow.

● Post on your blog so you can use

retargeting on Facebook and Google

Image

● Use to build TRUST & LIKEABILITY with

people who already are in your funnel (via

Facebook or Instagram).

● Use to GETTING ATTENTION & PARADIGM

SHIFT (beginning of the funnel) for

physical trendy products.

● No direct ways of retargeting to those

who like or view the image (apart of

Lettly.com for Instagram!)

Video

● Use short engaging videos directly on

social media PATTERN INTERRUPT +

PARADIGM SHIFT.

● Retarget these viewers with longer content

videos - RESULTS IN ADVANCE.

● Use testimonials to OVERCOME

OBJECTIONS.

● Drive viewers to your sales video: use

Wistia, Vimeo or YouTube and embed in

webpage.

● Production QUALITY matters but STORY

matters most of all!

Video production & technology

● Become a director & producer - hire

the videographer & editor.

● Pay special attention to SOUND,

LIGHTING and BACKGROUND.

● Use subtitles to get better

engagement!

● If you want to do the filming yourself,

learn how to do it with online

education.

● Use PowToon.com for animation

videos

Video Genesis

Free Download (Ebook, Cheatsheet, Report,

White Paper)

● Use for the RESULTS IN ADVANCE

stage

● Make it USEFUL - it should help

someone achieve a concrete

milestone.

● Make it LOOK GOOD, combine text

and images.

● Use Indesign.com, Pages.com.

Webinar

● Webinars for RESULTS IN ADVANCE and later

stages of your funnel (never beginning of the

funnel!)

● Best merge of CONTENT & SALES.

● Use PRE - WEBINAR sequence to boost showup

rate (email + social media).

● Give 70% content and 30 % sales.

● Structure of your content matters.

● Even if people don’t buy they should think WOW!

● Follow-up after the Webinar (replay + sales

sequence)

Frank Kern

Webinar technology

● It doesn’t have to be “LIVE”, it can be

broadcast combined with live Q and A.

● Combine SLIDES and VIDEO for best

results.

● Available platforms to make it live:

Webinarjam.com, GoToWebinar.com,

GetResponse.com (recent!), Google

Hangouts on Air imbedded in your

website.

● You can also use streaming services (like

Google Hangout) embedded in your

website.

IMPORTANT ANNOUNCEMENT: Today we are opening applications for our second (PAID!) Workshop:

“Funnel Masters”

1. You want to create a real strategy for your online marketing

(so you stop “adhoc” online marketing activities that create random results).

2. You are looking for effective ways to plan your online marketing budget

(so you finally know how much you should spend on traffic and content).

3. You want to hire and supervise marketing agencies and freelancers

(so finally you can keep them accountable for REAL results).

If you are a Business Owner or Marketing Professional WHO:

10th - 11th June, Warsaw

1. Your Ideal Customer PERSONA Document.

2. The UNIQUE SELLING PROPOSITION for your

persona.

3. Your FUNNEL MAP in Lucidchart software:

● Including: web page map, email campaign

map, video campaign map, cold traffic ad

map, remarketing ad map

4. Your KPI’s (cost per clicks, leads, sales).

5. FEEDBACK from Ewa or Sam.

What you will leave “Funnel Masters” with:

1. You need an actual business case (product!) to work on.

2. You need to be ready to implement it.

3. Workshop is limited to 15 people ONLY!

4. Price is 3 999 PLN.

5. You must apply and pass an interview with us to attend.

Rules of “Funnel Masters”:

Last workshop we had 15 amazing attendees who helped us to prove the

concept and refine the format for better results. Check out what they have to say:

“The best thing about the workshop was creating a funnel and having it reviewed by

the instructors”

~ Kamil Bukala, Co-Founder at TabsFolders.com

“I will now be able not only to supervise the

marketing vendors and specialists but if

necessary, do it myself.”

~ Lidia Zalewska, COO & Co-Founder at ShopTrotter.com

“The Funnel Masters workshop is for

companies that want to communicate

differently and effectively.”

~ Hanna Dymek-Jara, President of the Management Board at Questia Communications

Management Consultants

“I hope our competitors would never take part

in such workshop ;-)”

~ Arkadiusz Cybulski, CEO at Gamfi.pl

To apply fill in the form:

tcmeetup.com

One More Thing ;)

If you are here tonight Eventbrite and you apply before

10th of May...

You have a special price:

2 999 PLN

tcmeetup.com

Apply before 10th of May:

Meetup #7: How To Spend Money on Traffic

May 19th, 7pm, Google Campus Warsaw

Pipeline Summit, 17th of May, Gdańsk

Video production & Photography by projecton

tcmeetup.com

Apply before 10th of May: