1. HOW TO TURN YOUR
MARKETING INTO A LEAD-
SUCKING VORTEX
Friday, February 22, 13

2. Today’s Agenda
1 Introduce Content Marketing
2 Give Examples of Success
3 Highlight Resources
Friday, February 22, 13

3. HOW I
BUILT
MY FIRST
COMPANY
Friday, February 22, 13

4. Friday, February 22, 13

5. Friday, February 22, 13

6. WE FOUND OUR
LIST, AND
THEN...
Friday, February 22, 13

7. WE CALLED THEM
Friday, February 22, 13

8. Friday, February 22, 13

9. Friday, February 22, 13

10. THE CRASH
OF 2007
Friday, February 22, 13

11. MY STRATEGY STOPPED
WORKING
Friday, February 22, 13

12. IN 2008 I
SOLD
MYACOMPANY AND
TOOK MINI RETIREMENT
Friday, February 22, 13

13. TIME FOR A TIME OUT
AND A NEW APPROACH
Friday, February 22, 13

14. THANE MAKE MILLIONS BY
SPENDING HUNDREDS OF
THOUSANDS ON
ADVERTISING
Friday, February 22, 13

15. REAL ESTATE
MELT DOWN
Friday, February 22, 13

16. I CAN OUTSPEND
MY COMPETITION
Friday, February 22, 13

17. GUESS HOW
THAT TURNED
OUT?
Friday, February 22, 13

18. WHAT WAS
I DOING
WRONG?
Friday, February 22, 13

19. MY STRATEGY
WAS FLAWED
Friday, February 22, 13

20. OUTBOUND MARKETING
WASN’T WORKING
Friday, February 22, 13

21. WHY?
Friday, February 22, 13

22. PEOPLE ARE
OVERWHELMED
Friday, February 22, 13

23. THEY DON’T
WANT YOU TO
TRY HARDER
TO REACH THEM
Friday, February 22, 13

24. What does this
MEAN
for marketers?
Friday, February 22, 13

25. GETTING
ATTENTION
IS HARDER THAN EVER
Friday, February 22, 13

26. Let me ask you a
QUESTION
Friday, February 22, 13

27. are you
partying Yes.
marketing
like its 1999? No.
Friday, February 22, 13

28. If Yes.
you are
definitely...
Friday, February 22, 13

29. Friday, February 22, 13

30. and...
Friday, February 22, 13

31. YOUR
marketing
SUCKS.
Friday, February 22, 13

32. To succeed, you
need to...
Friday, February 22, 13

33. STOP INTERRUPTING PEOPLE FROM
WHAT THEY ARE INTERESTED IN
Friday, February 22, 13

34. BECOME IN
WHAT PEOPLE ARE INTERESTED
Friday, February 22, 13

35. In-bound Mar-ket-ing
- noun
Any tactic that relies on earning people’s interest
rather than buying it.
Friday, February 22, 13

36. WHAT WAS THE
LAST THING YOU
BOUGHT?
Friday, February 22, 13

37. Friday, February 22, 13

38. GETTING STARTED WITH
CONTENT MARKETING
Friday, February 22, 13

39. BUYING STARTS
WITH SEARCH
Friday, February 22, 13

40. STEP 1
CONTENT STRATEGY
Friday, February 22, 13

41. KNOW YOUR
AUDIENCE What keeps them
AWAKE?
What do they desire
MOST?
How can you
HELP?
Friday, February 22, 13

42. HELP THEM
Friday, February 22, 13

43. TARGET LONG
TAIL KEYWORDS
Friday, February 22, 13

44. NO SHORTCUTS
Friday, February 22, 13

45. DEVELOP A
LEAN MODEL
Friday, February 22, 13

46. BECOME THE WIKIPEDIA
FOR YOUR NICHE
Friday, February 22, 13

47. Friday, February 22, 13

48. 2008
Friday, February 22, 13

49. 2008
Friday, February 22, 13

50. 2008
$250,000
Marketing Budget
Friday, February 22, 13

51. 2008
$250,000
Marketing Budget
Sales: $4,000,000
Friday, February 22, 13

52. 2008 2012
$250,000
Marketing Budget
Sales: $4,000,000
Friday, February 22, 13

53. 2008 2012
$250,000
Marketing Budget
Sales: $4,000,000
Friday, February 22, 13

54. 2008 2012
$250,000 $20,000
Marketing Budget Marketing Budget
Sales: $4,000,000
Friday, February 22, 13

55. 2008 2012
$250,000 $20,000
Marketing Budget Marketing Budget
Sales: $4,000,000 Sales: $4,500,000
Friday, February 22, 13

56. Friday, February 22, 13

57. 2008
Friday, February 22, 13

58. 2008
Leads from Internet
Web
35%
Other
65%
Friday, February 22, 13

59. 2008 2012
Leads from Internet
Web
35%
Other
65%
Friday, February 22, 13

60. 2008 2012
Leads from Internet Leads from Internet
Web Web
35% 90%
Other
65% 10%
Friday, February 22, 13

61. 2008 2012
Leads from Internet Leads from Internet
Web Web
35% 90%
Other
65% 10%
1
Friday, February 22, 13

62. 2008 2012
Leads from Internet Leads from Internet
Web Web
35% 90%
Other
65% 10%
Sales Appointment Time
1 Decreased by 60 minutes
Friday, February 22, 13

63. 2008 2012
Leads from Internet Leads from Internet
Web Web
35% 90%
Other
65% 10%
Sales Appointment Time
1 Decreased by 60 minutes
2
Friday, February 22, 13

64. 2008 2012
Leads from Internet Leads from Internet
Web Web
35% 90%
Other
65% 10%
Sales Appointment Time
1 Decreased by 60 minutes
2 Closing Rate Doubled
Friday, February 22, 13

65. STEP 2
CONTENT PRODUCTION
Friday, February 22, 13

66. Friday, February 22, 13

67. CREATE A CONTENT CALENDAR
Friday, February 22, 13

68. WRITE
Friday, February 22, 13

69. START A
PODCAST
(INTERVIEW OTHERS)
Friday, February 22, 13

70. CREATE VIDEOS
Friday, February 22, 13

71. CREATE REPORTS
Friday, February 22, 13

72. STEP 3
CONTENT DISTRIBUTION
Friday, February 22, 13

73. SOCIAL
INFLUENCE
MAJOR
DRIVER OF
SEO
Friday, February 22, 13

74. Friday, February 22, 13

75. STEP 4
MARKETING AUTOMATION
Friday, February 22, 13

76. LIFECYCLE MARKETING
Friday, February 22, 13

77. SEGMENT
YOUR
PROSPECTS
Friday, February 22, 13

78. BEHAVIORAL SEGMENTATION
Friday, February 22, 13

79. 98% OF CONSULTS
BECOME MEMBERS
Friday, February 22, 13

80. REVENUE DOUBLED
WITHIN 12 MONTHS
Friday, February 22, 13

81. Friday, February 22, 13

82. Friday, February 22, 13

83. Resources
for your
JOURNEY
Friday, February 22, 13

84. http://brightIdeas.co
http://contentmarketinginstitute.com
http://SEOmoz.org
http://ilovemarketing.com
http://socialmediaexaminer.com
http://hubspot.com
http://infusionsoft.com
Friday, February 22, 13

85. Content Strategy
Creating Content
Distributing Content
(SEO & Social)
Measuring Success
Friday, February 22, 13