1. CONTENT TO CLIENTS
Inbound Marketing The CPC Strategy Way
Rick Backus
Co-Founder, CEO
rick@cpcstrategy.com

2. TWITTER!
@CPC_Rick
#SearchLove

3. #CoreContentChallenge
WHAT’S YOUR CORE CONTENT CHALLENGE?

4.  Founded CPC Strategy in 2007
 Over 240 Active Clients
 Manage Over 35 Million in
Adverting Spend
 Monthly Retail Contributor @
Search Engine Land, Search
Engine Watch, Practical
eCommerce, & SEJ
 Official Google Shopping Partner
ABOUT RICK + CPC STRATEGY

5. WE’RE DOWN WITH INBOUND
http://cpcstrategy.com/resources-retail-search/

6. BUT WE STARTED WITH OUTBOUND

7. INBOUND vs. OUTBOUND
Outbound:
Fast Market
Validation for
Services
Inbound:
Long Term
Thought
Leadership

8. TRADITIONAL WEB LEAD GEN MODEL
Google/Bing
Paid/Organic
Website/Blog
Sales Call
$$$
Not Enough
Keywords/Traffic

9. INBOUND MARKETING MODEL
Google/Bing/Other
(Free/Organic)
Sales Calls
Webinars with Partners
Other Lead Sources
(Trade Shows,
Partners)
Email Blasts
Content Outreach
Calls
Website/Blog
Retargeting

10. Google Shopping Is Now PaidCPC STRATEGY INBOUND MARKETING FUNNEL
Spread Awareness
Provide Utility
Expose Desire
Or Pain
Sales Call
Search Engines
Partnerships
Joint Webinars
Tradeshows
Blog Content
White Papers
Newsletters
Internal Webinars
Case Studies
Expertise Emails
Content Outreach Calls

11. PURPOSE OF WEB PROPERTIES
Blog - Inform Dot Com - Sell
KPI–Traffic KPI– Conversion Rate

12. TRAFFIC TO WEB PROPERTIES (Historical)
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Apr-07
Jun-07
Aug-07
Oct-07
Dec-07
Feb-08
Apr-08
Jun-08
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
Oct-10
Dec-10
Feb-11
Apr-11
Jun-11
Aug-11
Oct-11
Dec-11
Feb-12
Apr-12
Jun-12
Aug-12
Oct-12
Dec-12
Feb-13
Apr-13
Jun-13
Aug-13
Oct-13
Total Traffic to CPC Strategy Properties

13. Our Content Strategy

14. Why New PLAs Might Be BetterHOW WE CREATE CONTENT
Best Practices for Blogging
Hosted on dedicated server with Wordpress for
maximum speed/customizability
Blog on sub-directory from main page e.g
yourcompany.com/blog
Write to personas
Every Blog Post Has Some Sort of Call To Action
embedded or at the end
The Right Rail and Top of Blog is used to send visitors to
landing pages
Tag All Visitors with Retargeting Cookie

15. Why New PLAs Might Be BetterCPC STRATEGY TARGETED PERSONAS
eCommerce Owner/Operator
2– 20 Million Dollars in Annual Revenue
Worried About Staying On Top Of Things
in industry
Not always very tech savvy
Loves lists of things, rankings, and how
tos
Doesn’t Have Much Time
Wants to give up managing channels but
doesn’t have time/resources to train
someone else
55% of existing client base
eCommerce Marketing Manager
20 MM – 500 MM Company
Usually A VP or Director or Marketing or
eCom
Worried about looking good to bosses
Likes staying up to date, but loves hearing
about what the competition is doing
Is looking for a place where they can stay
educated on industry to look good to
higher ups
35% of Existing Client Base

16. WE’RE OUTRANKING AMAZON!

17. Google Shopping Is Now PaidHOW TO AVOID BEING THIS GUY…

18. Google Shopping Is Now PaidCONTENT INSPIRATION
quicksprout.com

19. Google Shopping Is Now PaidCONTENT INSPIRATION

20. Google Shopping Is Now PaidCONTENT PROMOTION
http://www.practicalecommerce.com/articles/65153-5-Ways-to-Use-
Vine-for-Ecommerce-Marketing

21. Lead Generation

22. CONTENT ALWAYS HAS A CALL TO ACTION
Every Blog Post Has Some Sort of Call To Action embedded or at the end
Embedded End Of Post

23. LEAD GENERATION BUILT INTO BLOG
The Right Rail and Top of Blog is used to send visitors to landing pages
Right Rail Top of Page

24. LANDING PAGES
General Goal of the Landing Page is to give something away of high value (premium
content) in exchange for information. They should be catered to a need that your
Buyer Persona has that is related to what you do. Here are a couple variations.
Plug-in http://learn.cpcstrategy.com/CPCStrategyFeedExporter.html
Premium Content http://cpcstrategy.com/product-listing-ads/
Pre- Launch Content http://cpcstrategy.com/shopping-feed-book-prelaunch/
Software used to manage landing pages/leads

25. MARKETO ALERTS
100’s Notifications of Prospects on Site Per Day

26. MARKETO LEAD INTELLIGENCE
We can see the content our leads engaged with and
cater content calls to address specific need based
on intent and pitch an audit (sales call)

27. Prospect Nurturing

28. EMAIL TYPES
Email Type Purpose
Newsletter Inform/Drive Traffic to Blog,
Demonstrate Expertise
White Paper Create Engagement, Demonstrate
Expertise
Breaking News Create Engagement for Brand,
Demonstrate Expertise
Holiday
Newsletter
Create Engagement With Brand
Case Study Generate Sales Calls

29. RECENT NEWSLETTER

30. Google Shopping Is Now PaidEMAIL CLICK NOTIFICATIONS
Any Time a Prospect Clicks on A Link in These Emails
Our Sales Team Is Notified and Reaches out to leads with
High Scores

31. RETARGETING – YOU CAN’T HIDE FROM US!
Extends Reach of Brand Off-Site, Outside of Email in a timely manner.

32. Continuous Testing

33. ALWAYS BE TESTING – OLD HOME PAGE

34. ALWAYS BE TESTING – NEW VARIATION

35. TEST RESULTS

36. Reporting

37. NEW CLIENT SOURCE - LAST 90 DAYS

38. TOTAL LEADS vs. QUALIFIED LEADS

39. WHITE PAPERS vs. WEBINARS

40. Google Shopping Is Now PaidTECHNOLOGY OVERVIEW
Technology Use
Wordpress Blogging Platform
Marketo Landing Pages, E-mail Blasts, Site
Notifications
Salesforce.com Lead Database
Google Banner Retargeting on Web
AdRoll Retargeting on Facebook
Optimizely A|B Testing Platform

41. People Still Matter…

42. A LOT!

43. Google Shopping Is Now PaidCPC STRATEGY MARKETING TEAM

44. Google Shopping Is Now PaidGIVERS vs. MATCHERS vs. TAKERS
Givers are typically under-valued
in business.

45. Google Shopping Is Now PaidVOLATILES vs. STABLES
Volatiles Create &
Stables Scale
*1 Volatile for every 9-10 Stables

46. Our Current Challenges

47. Google Shopping Is Now PaidBRAND EVOLUTION – EVERYTHING MATTERS
By The end of 2017 CPC Strategy will be the dominant
agency in the retail search intent space.
We will connect our clients inventory to their
customer’s shopping intent.

48. Google Shopping Is Now PaidUSING CONTENT FOR RETENTION?
How Can Our Marketing Team Work
Closer with our Delivery Team?

49. Google Shopping Is Now PaidDIFFERENTIATE WITHOUT THIS HAPPENING

50. BIFF THE BEAR – VOTE ON TWITTER!
#RIPbiff
or
#savebiff

51. #CoreContentChallenge
WHAT’S YOUR CORE CONTENT CHALLENGE?

52. #CoreContentChallenge
BEAUTIFUL WEB DESIGN?

53. DYSFUNCTIONAL TEAM?
#CoreContentChallenge

54. IMPOSTER SYNDROME?
#CoreContentChallenge

55. WHAT ARE YOU WORKING TOWARDS?
#CoreContentChallenge

56. Discussion and Q and A