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THINK SMART. ACT BOLD.
OUR GOAL IS
REVENUE
REVENUE MAPPING
CONTENTVALUABLE
UNIQUE
RELEVANT
SEARCHINBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIALPOSTS
SHARES
VIRAL
E-MAILCONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPCLANDING
PAGES
SALESFOLLOW UPS
TRADITIONALTRADE SHOW
DIRECT MAIL
WORKSHOPS
VALUE IS KING
Help me solve a problem
Teach me something new
Tell me a story
Show me something I’ve never seen before
Make me laugh, or cry, or cheer
PERSONA FOCUSED VALUE
If it doesn’t fit their need,
it is a huge hole in your funnel.
KNOW YOUR AUDIENCEGo deep and don’t guess.
The best place to hide
a dead body is page 2
of search results
Know What Matters
REVENUE MAPPING
Let’s bring it all together.
HOW TO
CREATE UNIQUE &
ENGAGING CONTENT.
Recap: Why content?
SEARCH OPTIMIZATION
BUILD AUTHORITY
EARN TRUST
STAY ENGAGED
LEADS & SALES
GREAT CONTENT
INBOUNDLINKS
SEARCHRANK
SOCIALREACH
E-MAILLISTS
WHERE GREAT
CONTENT HAPPENS
Valuable
Unique
Targeted
How great content is made
1. Know your AUDIENCE
2. Leverage your EXPERTISE
3. Have ACCOUNTABILITY
4. Distribute, Optimize, &
ENGAGE
KNOW YOUR AUDIENCE
Write for your target audience
because if you write for everyone, you’re
writing for no one.
They are in the e-commerce industry.
Their position is CIO.
Their pain: website doesn’t integrate with the ERP or
inventory management and provide valuable reports.
CHOOSE ONE OR MORE
Their need is right now.
audience
How real-time inventory trackingImproves the e-commerce experience.
TARGETED &VALUABLEARTICLE
DOWNLOAD
2015 e-commerce survival guide
RELEVENTE-BOOKDOWNLOADENTER YOUR E-MAIL
audience
CREATE CONTENT YOUR
AUDIENCE LOVES
audience
There are tons of different types of media to
leverage:
- Blog/ editorial
- E-books
- Articles
- How-To Lists
- Video
- Whitepapers
- Case Studies
- Calculators/ tools
TARGET, TARGET, TARGET.Create Specific Focuses
LEVERAGE YOUR
EXPERTISE
You are subject-matter experts, own it.
No one wants to be sold to, they want someone to solve
their problem.
Your service fills a need because of your expertise.
Leverage it.
You’ve done the work of identifying and solving their
issues.
DON’T SELL, SOLVE.
expertise
LEVERAGE EXPERTISE
expertise
Give your readers something that adds value
immediately.
- Help them sell more
- Teach them to improve their process
- Save them time
HOLD YOURSELF
ACCOUNTABLE
If you fail to plan, you plan to fail.
CONTENT PLANNING
accountability
Create a calendar and follow through.
DEDICATE TIME
accountability
Set yourself and your team up for success
by setting aside time for content creation,
and stick to it.
DISTRUBUTION CHANNELS
Hootsuite/ Buffer
Twitter/ LinkedIn / Facebook
ShareThis / Stumbleupon
DISTRIBUTION
distribution
GET SOCIAL
Build your reach with your own content, curated and interaction.
Follow and engage with influencers.
Ask employees to participate.
Use #hashtags.
distribution
THINK SMART. ACT BOLD.