What exactly constitutes "good" content? Is it content that goes viral? Is it content that gets a ton of shares and views? Sure, all of those things are great if they happen, but content is only as good as the goals it helps you and your team achieve. As marketers, you already know that so much content is being created daily and that yours needs to stand out for it to even attempt to make a lasting impression. In order to achieve this, you need to know what the members of your audience are looking for in the content they consume. Then you have to apply art and science to craft a compelling story, measure adequately, and use this content in each department of your company. In this webinar, Brittni Kinney, VP at Influence & Co., will dive into the identifiers of good content, discuss what kinds of insights are helpful in creating a content story that speaks to your audience, and explain how to use this content to achieve the various goals of your company. You'll learn: The art and science of storytelling How to use qualitative and quantitative insights to inform your content How content can fuel your business and how various departments can use the content you create

1. Kissmetrics Webinar Series
“DATA-DRIVEN STORYTELLING: HOW TO USE QUALITATIVE
AND QUANTITATIVE INSIGHTS TO CREATE CONTENT THAT FUELS
YOUR BUSINESS"
The webinar starts at 10 a.m. PST.
Slides and recording will be sent out within 24 hours of the webinar.
Q&A after the presentation, but feel free to enter questions as they come up.
There will be a 10-minute demo of Kissmetrics Analytics after the Q&A.

2. @Kissmetrics
#Kisswebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
I’m a VP at Influence & Co., a content marketing agency
that helps companies position their key employees as
industry experts. I like my coffee black, my whiskey
straight, and travel when I can afford it. I think most
people just want to feel heard, and I’m happy to comply.
I've also taken a sworn oath to never eat sushi.
BRITTNI KINNEY
Vice President, Influence & Co.
@bkblackandgold

4. @InfluenceandCo
#Kisswebinar
@bkblackandgold

5. 1 Section One — How to Create Good Content
What Is Good Content?
Cutting Through the Noise
The Art and Science of Storytelling
2 Section Two — How Content Fuels Your Business
3 Section Three — Resources
TABLE OF CONTENTS
#Kisswebinar
Email
Customer Engagement
Sales Enablement
Lead Generation
HR/Training
Social Media
Thought Leadership/Professional Brand of Leadership Team

6. How to Create
Good Content
BRITTNI KINNEY, INFLUENCE & CO.

7. Good content is content
that meets goals. It is
not necessarily viral
content, or content with
the most shares, if that
doesn’t align with your
goals.
WHAT IS GOOD CONTENT?
#Kisswebinar

8. CUTTING THROUGH THE NOISE
What your audience is looking for
#Kisswebinar
What search engines are looking for

9. THE ART AND SCIENCE OF STORYTELLING —
QUALITATIVE INSIGHTS
#Kisswebinar
Shares Knowledge From
Subject Matter Experts
Utilizes Key Components
of Storytelling
Uses IDEA Communication

10. THE ART AND SCIENCE OF STORYTELLING —
QUALITATIVE INSIGHTS
#Kisswebinar
Personal stories and examples
Pulls back the curtain of your business
Customer insights, testimonials, feedback
Sales team roadblocks, objections, hard questions

11. THE ART AND SCIENCE OF STORYTELLING —
QUANTITATIVE INSIGHTS
What Performs Well?
#Kisswebinar
What’s Ranking on Search Engines? What’s Doing Well on
Your Blog?
What’s Doing Well on Competitor Blogs? Proprietary Research From Your Audience

12. How Content Fuels Your
Business
BRITTNI KINNEY, INFLUENCE & CO.

13. EMAIL — NEWSLETTERS
Consistent
Weekly content recap
Keeps your brand top of mind
#Kisswebinar

14. EMAIL — DRIP CAMPAIGNS
#Kisswebinar
Fulfill needs
Educate
Keep your brand top of mind
Convert

15. EMAIL — EMAIL COURSES
#Kisswebinar
Sign up for a specific course
Training delivered via email

16. EMAIL — TIPS
#Kisswebinar
Determine the best content for your
drip campaigns.
Strategically drive traffic to certain
pages.
Use data from emails to fuel your
future strategy.
Try non-alias email addresses.

17. CUSTOMER ENGAGEMENT
#Kisswebinar
Answer Questions Provide Continued Education
Use As an Upsell Tool Engage Cold Customers
?

18. CUSTOMER ENGAGEMENT — TIPS
#Kisswebinar
Chatbots Consumer Data Arm Customer Service/
Account Team
Email Newsletter — Customers Only Infographics, Videos, Webinars

19. SALES ENABLEMENT
#Kisswebinar
Client Outreach Lead Nurture Start Conversations

20. SALES ENABLEMENT
#Kisswebinar

21. LEAD GENERATION
#Kisswebinar
Guest-Contributed
Content
Articles that offer unique
insights from your
subject matter expert(s)
in publications your
audience reads

22. HR/TRAINING
#Kisswebinar
Recruiting
Referral bonus
Vetting
Training

23. SOCIAL MEDIA
#Kisswebinar
Fuel for Strategy
Engagement
Content sharing by team

24. THOUGHT LEADERSHIP/PROFESSIONAL BRAND OF LEADERSHIP TEAM
#Kisswebinar
Audience Connections Partnership and Co-marketing Opportunities
Speaking Opportunities, Awards, Books Investor Relations

25. Resources

26. #Kisswebinar
The State of Digital Media
Free Consultation
https://offers.influenceandco.com/kissmetrics-2018
Want more tips on content marketing and how to create an
effective strategy? Set up a call with us, and if you sign up
before May 8, you’ll get $500 off your first month of services!
All these resources are also available in the link.
The Ultimate Guide to Content Distribution

27. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
BRITTNI KINNEY
Vice President, Influence & Co.
@bkblackandgold
bkinney@influenceandco.com