The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation. So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business? Join our webinar with... Charlie Reverte, vice president of website products at AddThis Matt Kamp, director of strategic partnerships at Influence & Co. We'll discuss how to optimize your marketing efforts, both on- and off-site. - Reveal key elements that editors at top publications are looking for in guest-contributed content. - Offer advanced strategies for creating quality thought leadership content on niche publications that engages your audience and drives them to your website. - Discuss the lead generation funnel and how to create content for each stage. - Present exclusive tips and techniques to further engage qualified leads once they’re on your site. - Showcase how to use data through content customization to get leads to convert.

3. AGENDA
1. Introductions
2. Getting Published
3. Getting Value from
Targeted Traffic
4. Q&A

4. + =
TRUST TOP-OF-MIND
MARKETING
OPPORTUNITY
Content Marketing is All About People
@InfluenceandCo #ATwebinar

5. The Thought Leadership
Approach to Content Marketing
• Thought leadership mindset shift
• How contributed content fits into your overall marketing plan
• Increase qualified leads
80%
of business decision-makers prefer to get
company information in a series of
articles versus an advertisement.
@InfluenceandCo #ATwebinar

6. @InfluenceandCo

8. What editors of the top publications had to say:

9. @InfluenceandCo #ATwebinar
92% of editors prefer contributed
content from industry experts and
leaders over journalists.

10. @InfluenceandCo #ATwebinar

11. DEMONSTRATE
EXPERTISE AND
LEADERSHIP
CREATE
CONSISTENT
POSITIVE
TOUCHPOINTS
EDUCATE ON
IMPORTANCE
How to Create Great Content & Get
Published

12. 5 Key Steps to Getting Your
Brand Published
@InfluenceandCo #ATwebinar

13. 1. DOCUMENT YOUR
STRATEGY
32%
of marketers have a documented
content strategy, which is down
from 35% last year. (Content
Marketing Institute).

14. WHAT YOUR CONTENT
STRATEGY NEEDS
ESTABLISHED GOALS
A TARGET AUDIENCE
KEY METRICS TO MEASURE
@InfluenceandCo #ATwebinar

15. • Is your content relevant to the publication?
• Is it non-promotional?
• Does it engage and educate the readers?
• Is it unique?
2. Research the Publication’s
Audience
@InfluenceandCo #ATwebinar

16. The Value of Niche Sites
• Quality > Quantity
• PR credibility vs content marketing that performs consist
• Educated traffic = More engaged visitors
@InfluenceandCo #ATwebinar

17. 3. Share Your Expertise & Get Personal
“It’s imperative to get direct content and insights from key players in
the industry, whether they are peers of our readers or general
colleagues.”
— Editor surveyed in the State of Contributed Content Report

18. Organize your expertise with a
Company Knowledge Bank

19. 4. Back Up Your Content with
Data

20. 5. Perfect Your Piece
• Be a perfectionist — edit your work!
• Fact check
• Plagiarism check
• Tool: Copyscape
@InfluenceandCo #ATwebinar

21. Yuriy Boykiv
CEO of Gravity Media
Luba Tolkachyov
Co-Founder, New Media Development
Gravity Media
• Position Gravity as a leader in multicultural marketing
• Publish consistent content to individually position Yurij and Luba as thought leaders
• Drive additional exposure to Gravity
• Create sales opportunities
Goals with Influence & Co.

22. Our Process

23. 2 Large Sales in 2014

24. Get $500 off your first month
with Influence & Co.
www.influenceandco.com/
addthis-webinar
SPECIAL OFFER

25. I’M HERE TO HELP
To download the resources I mentioned, visit
www.influenceandco.com/resource-library.
Tweet your questions to me: @theMattKamp.
Connect with me on LinkedIn.
Email me at matt@InfluenceandCo.com.

26. Now you have quality site
visitors from your guest
contributed content, here’s how
you convert them into leads.
@InfluenceandCo #ATwebinar

27. So, you just executed the perfect
strategy to drive targeted traffic to
your site and...
Charlie Reverte: @numbakrrunch #ATwebinar

28. You’re greeting your visitors like this:
Charlie Reverte: @numbakrrunch #ATwebinar

29. But, they feel like you’re...
Photo by Sharon Mollerus
Charlie Reverte: @numbakrrunch #ATwebinar

30. Ever go to a site like this?
Charlie Reverte: @numbakrrunch #ATwebinar

31. It feels like...
Charlie Reverte: @numbakrrunch #ATwebinar

32. You know visitors aren’t all the same
Charlie Reverte: @numbakrrunch #ATwebinar

33. So, why do you treat them that way?
Photo by taymtaym
Charlie Reverte: @numbakrrunch #ATwebinar

34. Benchmark Averages for Bounce Rate
Charlie Reverte: @numbakrrunch #ATwebinar

35. What is Website Personalization?
Tailoring your content, promotions, and
messaging to the needs of individual
website visitors.
Charlie Reverte: @numbakrrunch #ATwebinar

36. Why Personalize?
It gives your visitors what they’re actually
looking for, instead of throwing everything
or the wrong thing at them.
Charlie Reverte: @numbakrrunch #ATwebinar

37. Don't
judge
me...
Personalized
Personalized
Your experience is already unique to you…here
Charlie Reverte: @numbakrrunch #ATwebinar

38. Personalized
Personalized
Personalized
Personalized
And here…
Charlie Reverte: @numbakrrunch #ATwebinar

39. Personalized
Personalized
And here.
Charlie Reverte: @numbakrrunch #ATwebinar

40. The Next Phase of the Web
In the beginning there were directories…
• Navigate a hierarchy to find content
Then came search
• Skip the hierarchy, just tell us what you
want
NOW…the web is personalizing
• We already know what you want, here’s
a great experience
Charlie Reverte: @numbakrrunch #ATwebinar

41. What Makes Your Visitors Different?
• First time visitor or returning visitor?
• Occasional visitor or frequent visitor?
• Are they mobile or at their desk?
• What are they interested in?
• How did they get to your site?
• What about demographics?
Charlie Reverte: @numbakrrunch #ATwebinar

42. Be Nice to Your New Visitors
Charlie Reverte: @numbakrrunch #ATwebinar

43. And They’re More Apt To Subscribe
When They Return
Returning
Users:
10x Signup
Rate
Charlie Reverte: @numbakrrunch #ATwebinar

44. Social Traffic Tends to Share More
Charlie Reverte: @numbakrrunch #ATwebinar

45. Special Offer + Email Subcription
Charlie Reverte: @numbakrrunch #ATwebinar

46. Mobile Sharing CTA
Charlie Reverte: @numbakrrunch #ATwebinar

47. All sites can personalize
Charlie Reverte: @numbakrrunch #ATwebinar

48. Questions?

49. Thanks for joining us!