The Advanced Guide to Creating and Distributing Expert Content in an Ever Changing Industry

1. THE ADVANCED GUIDE TO CREATING AND DISTRIBUTING EXPERT CONTENT IN AN EVER- CHANGING INDUSTRY #LikeableICO @tweetJohnHall @DaveKerpen

2. Director of Content & Social Media at Influence & Co. Tweet: @MayaSLuke #LikeableICo

3. Dave Kerpen is the the founder and CEO of Likeable Local, the cofounder and Chairman of Likeable Media, the NY Times Bestselling author of 3 books, the #1 LinkedIn Influencer of all time in pageviews, ahead of Bill Gates, Jack Welch, Mark Cuban and Barack Obama, and the proud father of Charlotte and Kate Kerpen. John Hall is the co-founder and CEO of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts. John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider and Harvard Business Review. #LikeableICO @tweetJohnHall @DaveKerpen

4. An Ever-Changing Industry #LikeableICO @tweetJohnHall @DaveKerpen

5. Why Content? Buyers want to feel connected to a brand before and beyond purchase. #LikeableICO @tweetJohnHall @DaveKerpen

6. CHALLENGE FOR MARKETERS#1CREATING ENGAGING CONTENT #LikeableICO @tweetJohnHall @DaveKerpen

7. 90% OF DATA IS CRAP Julie Fleischer | Director of Data, Content, and Media | Kraft Foods Group #LikeableICO @tweetJohnHall @DaveKerpen

8. + = TRUST TOP-OF-MIND MARKETING OPPORTUNITY #LikeableICO @tweetJohnHall @DaveKerpen

9. KEY COMPONENTS OF TRUST HELP #LikeableICO @tweetJohnHall @DaveKerpen

10. People dont buy what you do; they buy why you do it. And what you do simply proves what you believe. Simon Sinek | Author #LikeableICO @tweetJohnHall @DaveKerpen

11. #LikeableICO @tweetJohnHall @DaveKerpen

12. HOW CAN YOUR EXPERT CONTENT HELP ACCOMPLISH ALL OF THIS AND MORE? #LikeableICO @tweetJohnHall @DaveKerpen

13. IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE #LikeableICO @tweetJohnHall @DaveKerpen

17. THE DIFFERENTIATING FACTOR PASSION/CUSTO MER PAIN POINTS KNOWLEDGE/SKI LL DIFFERENTIATIN G FACTOR #LikeableICO @tweetJohnHall @DaveKerpen

18. GET OUT THERE CONTENT STRATEGY KNOWLEDGE EXTRACTION CONTENT CREATION PUBLICATION & DISTRIBUTION #LikeableICO @tweetJohnHall @DaveKerpen

19. DOCUMENT YOUR STRATEGY 35% of marketers have a documented content strategy (Content Marketing Institute). #LikeableICO @tweetJohnHall @DaveKerpen

20. ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE #LikeableICO @tweetJohnHall @DaveKerpen

21. Organize Your Companys Knowledge #LikeableICO @tweetJohnHall @DaveKerpen

22. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST #LikeableICO @tweetJohnHall @DaveKerpen

23. Just Starting Out? 3 Tools to Get Started Organization Centralize your companys knowledge Tool: Knowledge Management Template Writing Research relevant keywords & phrases Tool: BuzzSumo Editing Ensure your writing is concise and error-free Tool: Hemingway App #LikeableICO @tweetJohnHall @DaveKerpen

24. A PLATFORM TO PUBLISH #LikeableICO @tweetJohnHall @DaveKerpen

25. Top of the Funnel Awareness Content Marketing Funnel Content here should largely be educational and help the individuals connect the dots from the problem to how they may be able to solve it. Example: An educational e-book explaining more about your industry. Middle of the Funnel Consideration Our goal is to present them with the solution and show them the complexities and expertise involved in doing it well, which will overwhelm them and convince them that they want help implementing the solution. Example: Guides, and best practices Content focused on truly identifying your company as the best solution is ideal here. Example: Case studies, comparison documents, and trial offers focused on why your company is an ideal solution to the problem Bottom of the Funnel Decision #LikeableICO @tweetJohnHall @DaveKerpen

26. Tracking ROI Site visits Leads Sales #LikeableICO @tweetJohnHall @DaveKerpen

27. #LikeableICO @tweetJohnHall @DaveKerpen The key to successfully promoting your content is Getting it in front of your target audience in a scaleable fashion!

28. #LikeableICO @tweetJohnHall @DaveKerpen First, ask yourself, Where are my prospects hanging out? Psst: I bet they are on social media

29. #LikeableICO @tweetJohnHall @DaveKerpen You Guessed ItTheyre On Social! American social media users spend on average 2.7 hours per day on social media. Thats 28% of all social activity! 56% of the population goes to Facebook more than once a day, 29% for Twitter, 14% for LinkedIn Businesses that use Facebook have increased sales by 75% 23% of Facebook users check their account at least 5x per day Source: Adweek, Mashable, Hubspot, Culture and Youth

30. #LikeableICO @tweetJohnHall @DaveKerpen 5 Ways To Promote on Social 2. Utilize Influencers 4. Advertise Smarter 3. Utilize Employees 5. Repurpose Content 1. Create Buzz with Content

31. #LikeableICO @tweetJohnHall @DaveKerpen 1. Create Buzz with Content Create clear, exciting social messaging! Use Blog posts, Great CTAs, & Hashtags Get your audience pumped! Try countdowns & feature speakers/authors.

32. #LikeableICO @tweetJohnHall @DaveKerpen Blog Posts Write a teaser blog to promote an eBook, webinar, event, etc! !

33. #LikeableICO @tweetJohnHall @DaveKerpen Calls-To-Action Include CTAs within all content to make it easily shareable

34. #LikeableICO @tweetJohnHall @DaveKerpen #Hashtags o Hashtags = trackable keywords! o Hashtags let your tweets become part of larger conversations to gain more visibility

35. #LikeableICO @tweetJohnHall @DaveKerpen Get Your Audience Pumped! With countdowns and posts about your speakers!

36. #LikeableICO @tweetJohnHall @DaveKerpen 2. Utilize Influencers Pick influential thought leaders in your industry Ask yourself: Do they have a big newsletter list? Do they have a huge social following? A good partner = doubled promotion and visibility!

37. #LikeableICO @tweetJohnHall @DaveKerpen Create Twitter Lists to Keep Up with Influencers

38. #LikeableICO @tweetJohnHall @DaveKerpen Co-Brand Content When Appropriate!

39. #LikeableICO @tweetJohnHall @DaveKerpen 3. Tap Into Your Employees Encourage sharing on Facebook, Twitter, & LinkedIn. If your content is great, your employees should be happy to share! Make it easy to share with tools like and

40. #LikeableICO @tweetJohnHall @DaveKerpen Social advertising is one of the most effective & affordable marketing tools for small businesses 4. Advertise Smarter US social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018 -Business Insider

41. #LikeableICO @tweetJohnHall @DaveKerpen 3 Pillars Of Succeeding With Ads Set Goals Reach The Right People Scale Smarter

42. #LikeableICO @tweetJohnHall @DaveKerpen Set Goals! "People with goals succeed because they know where they're going." -Earl Nightingale

43. #LikeableICO @tweetJohnHall @DaveKerpen Make S.M.A.R.T. Goals Specific Measureable Attainable Relevant Time Bound

44. #LikeableICO @tweetJohnHall @DaveKerpen A few more ad tips Ad Copy Rules of Thumb: 1. Be Clear and Concise 2. Keep Your Objective in Mind 3. Always Be Helping Dont forget to optimize your visuals for mobile, too! Be creative. Be unique. Be Visual. Visual content is consumed most directly on social media

46. #LikeableICO @tweetJohnHall @DaveKerpen Reach The Right People Create an audience to reach who matters to you most! Create custom audiences Lookalike audiences Saved target groups Make audiences based on industry, income, job title, location, age, gender, interests, and more!

47. #LikeableICO @tweetJohnHall @DaveKerpen Track & report regularly Double down on what is working You may be sick of your Ad, your prospects arent! Adapt to current trends Always-be-optimizing Scale Smarter

48. #LikeableICO @tweetJohnHall @DaveKerpen Repurpose Content Dont be afraid to repeat great content!

49. #LikeableICO @tweetJohnHall @DaveKerpen Recycling Content Works!

50. #LikeableICO @tweetJohnHall @DaveKerpen From Ebook To Webinar

51. #LikeableICO @tweetJohnHall @DaveKerpen Dont forget about continual promotion Even after the launch, continue creating buzz! Recap the initiative in a blog post Encourage your audience & employees to keep sharing the content!

52. #LikeableICO @tweetJohnHall @DaveKerpen HOW CAN LIKEABLE HELP?

53. #LikeableICO @tweetJohnHall @DaveKerpen Likeable Hub Use thousands of content ideas at your fingertips and preplan your posts for the most effective times

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55. #LikeableICO @tweetJohnHall @DaveKerpen Likeable Hub Site #SMTLive | @DaveKerpen

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58. #LikeableICO @tweetJohnHall @DaveKerpen THANK YOU! CONTACT Dave Kerpen EMAIL [email protected] TWITTER @davekerpen PHONE 212-359-4355 QUESTIONS?

59. IM HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @tweetJohnHall. Connect with me on LinkedIn. Email me at [email protected].

60. Q & A

61. #LikeableICO @tweetJohnHall @DaveKerpen GRAND PRIZE! One year of Likeable Hub VIP! ($240 value)