This presentation outlines a content marketing strategy for a fictional company, Instant Social Solutions. The strategy includes business objectives, competitor research, buyer personas, content strategy, execution, and analysis. This presentation was deemed the best in class by the course instructors.

1. INSeRT Team NAMe
Instant Social Solutions
Team 3:
Patrick Dodge
Riyaz Shaikh

2. INSeRT Team NAMe
Who We Are…
aspirations of their
customers.
Instant Social Solutions is about affinity and
connectivity, linking the passion that drives
business owners to the
Our clients: SMB’s
1. Great at building relationships.
2. Hungry for growth!
Instant Social Solutions | social media | search engine marketing | SEO |
online marketing

3. INSeRT Team NAMe
Business & Content Objectives
Business Objective: our content will generate 60 qualified leads a
month, out of which our sales team is expected to close 10 new clients.
Our efforts should meet these standards by our tenth month of steady
content production and distribution.
Content Objective: ISS will educate and inspire SMB’s on winning customers
using integrated, or “drip” marketing tactics. Focus on actionable tips on
connect with customers in new ways.

4. INSeRT Team NAMe
Competitive Summary
Aim Clear is most formidable with a bounce rate of 19.5% and 9.5 page views
per user (last three months). Average time on site was 10:57.
Likeable and Social Katy both had higher bounce rates (49%+), fewer
pageviews (less than 2), and average of 2 minutes per user on site.
Each one leverages social and search signals effectively. Top sites linking in
include Google, LinkedIn, Facebook, Twitter, hostgator, seomoz.
They all over-index with young adults age 25-34 years old, college educated,
no kids, browsing from work. They are not as strong in other age groups.
Greatest opportunity for ISS is in persona targeting.
Middle managers and CEO’s are underserved.

5. INSeRT Team NAMe
Unique Selling Point: No Secret Sauce!
There are lots of agencies that specialize in “smoke and mirrors”
marketing, where only the most hyper-connected people understand
what they do. Not us. We believe no strategy works unless your whole
team buys in.
Everyone on your team will understand what the strategy is and what
the desired result will be.
We save the digi-babble
for our lunch room,
where we eat burgers
…with no secret sauce.

6. INSeRT Team NAMe
Who Needs Us?
Personas: Debra, CEO
Mark, Sales & Marketing Manager
Jeff, Account Executive
Pain: Debra – profits are slowing. Expenses increasing
Mark – Needs more revenue from sales team.
Jeff – Commission suffering.
Goals: Debra – build value in the company.
Mark – increase revenue. Earn $$$.
Jeff – Earn $$$. Keep Mark off his back!
Brand Objectives: ISS will create an inbound strategy that streamlines
sales efforts through content, improves lead quality and scoring through
marketing automation, and establish new relationships with the buying
public through social channels. The results will bring fatter paychecks to
the sales staff, greater revenue streams for management, and a stronger
balance sheet for the company.

7. INSeRT Team NAMe
What Do They Want to Know?
Evergreen Content
Title Content Type Keywords Competitive Source
How do I market my business online? blog post/infographic marketing business online High Google Search
how to get customers through social media blog post/white paper online High Google Search
what is the best small business marketing
ideas blog/video/white paper small business, marketing Med
You
Tube
small business owners online marketing
frustrations blog post/video
small business internet
marketing High
Google
Discussions
close more sales using online marketing blog/info/video online marketing Med You Tube
Seasonal
Title Content Type Keywords Competitive Source
marketing during the holiday season
how do I market my business at christmas blog/infographic market, business Low
Google
Discussions
holiday online marketing strategies blog/info/video online marketing, Med
Google
Discussions
small business summer tips blo/infographic small business Med You Tube
Just-In time
Title Content Type Keywords Competitive Source
has hurricane (name?) hurt your business? blog/video Business Low Google
small business hurricane planning blog/info/white paper small business Low Yahoo Answers

8. INSeRT Team NAMe
When Should We Answer?

9. INSeRT Team NAMe
SEO Strategy
Se
Long-tail queries about ways to connect with customers online.
URL: InstantSocialSolutions.com
Breadcrumbs: Search Engine
Optimization, Advertising on Social Media
Heading: How you can build an site
traffic using social media.
Meta-Tag: How small businesses build an
audience using social media.
Site nav links: text, navigation buttons
Vertical page interlinks (breadcrumbs)
Horizontal (embedded text links)
Title Description: How small businesses
can build an audience using social media.

10. INSeRT Team NAMe
Content Creation & Distribution
CEO & Sales Managers
Blog posts
Email
White papers
Research and reports
Webinars – Brown Bag
Wednesdays
“Authoritative,
but approachable”
Keywords: “small business” “leads”
http://instantsocialsolutions.wordpress.com/2013/07/24/how-do-i-get-more-quality-leads-for-my-
small-business/

11. INSeRT Team NAMe
Content Creation - Graphics

12. INSeRT Team NAMe
Sales & Support Staff
Blog posts
Video
Memes
Infographics
Podcasts
Content Creation & Distribution
“fun, slightly
irreverent”

13. INSeRT Team NAMe
Content Analytics
So as mentioned in the previous slides we will be creating and distributing
various content targeting the personas. In this and the slides to follow we will
analyze the effects of this distribution and decide call to action upon content
being discovered or not being discovered.
• We used different medium to market our content.
 Emailer: Send content via emailer using a third party analytic tool
(ReadNotify.com)
 Twitter: Use Bitly Links for analysis
 LinkedIn: Spread content via LinkedIn features like presentation, images
and Videos and use LinkedIn’s inbuilt Analytic tool
 Facebook Fans: Announce new content to encourage shares and Likes and
use Face book's insight app for analytics
 Google Analytics: After content distribution, all in bound traffic can be
monitored using Google analytics

14. INSeRT Team NAMe
Analytics Dash Board -1
Website
 Blog Post /Landing Page
 Google Analytics**
Call to Action
 Email Follow ups
 Cost per clicks
Content Distribution
 Email Analytics
 Social Media Analytics

15. INSeRT Team NAMe
Analytics Dash Board - 2
Email Analytics Data
Twitter Analytics

16. INSeRT Team NAMe
Analytics Dash Board -3
Facebook Analytics
LinkedIn Analytics

17. INSeRT Team NAMe
Analytics Dash Board -4

18. INSeRT Team NAMe
Analytics Dash Board -5

19. INSeRT Team NAMe
Call to Action
Different Types of Call to Action Include :
 If goal has been met on Google Analytics, then qualify the lead and pass
it on to the sales team.
 Emailer’s should be monitored for link clicks on real time basis. If a link
has been clicked, then a follow up email action is necessary to start the
lead qualification process
 On the website if a particular blog post has been commented on or
downloaded (template etc.), it should immediately be followed up with a
comment action or a phone call
 Social Media should be acted upon for tweets, new connections on
LinkedIn and share acknowledgement on face book.

20. INSeRT Team NAMe
Presentation by Patrick Dodge & Riyaz Shaikh
(Team 3)