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THE ADVANCED GUIDE
TO CREATING AND
DISTRIBUTING EXPERT
CONTENT IN AN EVER-
CHANGING INDUSTRY
#LikeableICO @tweetJohnHall @...
Director of Content & Social
Media at Influence & Co.
Tweet: @MayaSLuke
#LikeableICo
Dave Kerpen is the the founder and
CEO of Likeable Local, the cofounder
and Chairman of Likeable Media, the
NY Times Bests...
An Ever-Changing
Industry
#LikeableICO @tweetJohnHall @DaveKerpen
Why Content?
Buyers want to feel connected to a brand before and
beyond purchase.
#LikeableICO @tweetJohnHall @DaveKerpen
CHALLENGE
FOR
MARKETERS#1“CREATING ENGAGING CONTENT”
#LikeableICO @tweetJohnHall @DaveKerpen
90% OF DATA IS
CRAP
Julie Fleischer | Director of Data, Content, and Media | Kraft Foods Group
#LikeableICO @tweetJohnHall...
+ =
TRUST TOP-OF-MIND
MARKETING
OPPORTUNITY
#LikeableICO @tweetJohnHall @DaveKerpen
KEY COMPONENTS OF
TRUST
HELP
#LikeableICO @tweetJohnHall @DaveKerpen
People don’t buy what you do; they buy
why you do it. And what you do simply
proves what you believe.
Simon Sinek | Author...
#LikeableICO @tweetJohnHall @DaveKerpen
HOW CAN YOUR
EXPERT CONTENT
HELP ACCOMPLISH
ALL OF THIS AND
MORE?
#LikeableICO @tweetJohnHall @DaveKerpen
IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE
#LikeableICO @tweetJohnHall @DaveKerpen
#LikeableICO @tweetJohnHall @DaveKerpen
#LikeableICO @tweetJohnHall @DaveKerpen
#LikeableICO @tweetJohnHall @DaveKerpen
THE DIFFERENTIATING
FACTOR
PASSION/CUSTO
MER
PAIN POINTS
KNOWLEDGE/SKI
LL
DIFFERENTIATIN
G FACTOR
#LikeableICO @tweetJohnH...
GET OUT THERE
CONTENT
STRATEGY
KNOWLEDGE
EXTRACTION
CONTENT
CREATION
PUBLICATION
& DISTRIBUTION
#LikeableICO @tweetJohnHal...
DOCUMENT YOUR
STRATEGY
35%
of marketers have a
documented content strategy
(Content Marketing Institute).
#LikeableICO @tw...
ESTABLISHED GOALS
A TARGET AUDIENCE
KEY METRICS TO MEASURE
#LikeableICO @tweetJohnHall @DaveKerpen
Organize Your Company’s
Knowledge
#LikeableICO @tweetJohnHall @DaveKerpen
A WELL-ROUNDED
CONTENT TEAM
CONTENT
STRATEGIST
SUBJECT MATTER
EXPERTS
CONSUMABLE
EDITOR
DISTRIBUTION
SPECIALIST
#LikeableI...
Just Starting Out? 3 Tools to Get
Started
Organization — Centralize your company’s knowledge
• Tool: Knowledge Management ...
A PLATFORM TO
PUBLISH
#LikeableICO @tweetJohnHall @DaveKerpen
Top of the Funnel
Awareness
Content Marketing Funnel
Content here should largely be educational and
help the individuals c...
Tracking ROI
• Site visits
• Leads
• Sales
#LikeableICO @tweetJohnHall @DaveKerpen
#LikeableICO @tweetJohnHall @DaveKerpen
The key to successfully promoting
your content is…
Getting it in front of your tar...
#LikeableICO @tweetJohnHall @DaveKerpen
First, ask yourself, “Where are my
prospects hanging out?”
Psst: I bet they are on...
#LikeableICO @tweetJohnHall @DaveKerpen
You Guessed It…They’re On Social!
• American social media users spend on
average 2...
#LikeableICO @tweetJohnHall @DaveKerpen
5 Ways To Promote on Social
2. Utilize Influencers
4. Advertise Smarter
3. Utilize...
#LikeableICO @tweetJohnHall @DaveKerpen
1. Create Buzz with Content
Create clear, exciting social messaging!
 Use Blog po...
#LikeableICO @tweetJohnHall @DaveKerpen
Blog Posts
Write a teaser blog to promote an eBook, webinar, event, etc! !
#LikeableICO @tweetJohnHall @DaveKerpen
Calls-To-Action
Include CTA’s within all content to make it
easily shareable
#LikeableICO @tweetJohnHall @DaveKerpen
#Hashtags
o Hashtags = trackable
keywords!
o Hashtags let your
tweets become part ...
#LikeableICO @tweetJohnHall @DaveKerpen
Get Your Audience Pumped!
With countdowns
and posts about
your speakers!
#LikeableICO @tweetJohnHall @DaveKerpen
2. Utilize Influencers
Pick influential thought leaders
in your industry
Ask yours...
#LikeableICO @tweetJohnHall @DaveKerpen
Create Twitter Lists to Keep Up with Influencers
#LikeableICO @tweetJohnHall @DaveKerpen
Co-Brand Content When Appropriate!
#LikeableICO @tweetJohnHall @DaveKerpen
3. Tap Into Your Employees
• Encourage sharing on Facebook, Twitter, &
LinkedIn.
•...
#LikeableICO @tweetJohnHall @DaveKerpen
• Social advertising is one of
the most effective &
affordable marketing tools for...
#LikeableICO @tweetJohnHall @DaveKerpen
3 Pillars Of Succeeding With Ads
 Set Goals
 Reach The Right
People
 Scale Smar...
#LikeableICO @tweetJohnHall @DaveKerpen
Set Goals!
"People with goals succeed because they know where
they're going."
-Ear...
#LikeableICO @tweetJohnHall @DaveKerpen
Make S.M.A.R.T. Goals
Specific
Measureable
Attainable
Relevant
Time Bound
#LikeableICO @tweetJohnHall @DaveKerpen
A few more ad tips…
Ad Copy Rules of Thumb:
1. Be Clear and Concise
2. Keep Your O...
#LikeableICO @tweetJohnHall @DaveKerpen
#LikeableICO @tweetJohnHall @DaveKerpen
Reach The Right People
Create an audience to reach who matters to you most!
• Crea...
#LikeableICO @tweetJohnHall @DaveKerpen
 Track & report regularly
 Double down on what is working
 You may be sick of y...
#LikeableICO @tweetJohnHall @DaveKerpen
Repurpose Content
 Don’t be afraid to repeat great content!
#LikeableICO @tweetJohnHall @DaveKerpen
Recycling Content Works!
#LikeableICO @tweetJohnHall @DaveKerpen
From Ebook To Webinar
#LikeableICO @tweetJohnHall @DaveKerpen
Don’t forget about continual promotion…
• Even after the launch,
continue creating...
#LikeableICO @tweetJohnHall @DaveKerpen
HOW CAN
LIKEABLE
HELP?
#LikeableICO @tweetJohnHall @DaveKerpen
Likeable Hub
Use thousands of content ideas at your
fingertips and preplan your po...
#LikeableICO @tweetJohnHall @DaveKerpen
TURBOPOST ™ Technology
#SMTLive | @DaveKerpen
Strategically
Repeated Tweets:
Rever...
#LikeableICO @tweetJohnHall @DaveKerpen
Likeable Hub Site
#SMTLive | @DaveKerpen
#LikeableICO @tweetJohnHall @DaveKerpen
SPECIAL
PROMOTION!
-Try Likeable Hub VIP for Free @ LikeableHub.com
-Get A Free Mo...
Get $500 off your first
month with Influence & Co.
Reach out and mention
“LikeableICo Webinar”
Influence & Co. Special Off...
#LikeableICO @tweetJohnHall @DaveKerpen
THANK YOU!
CONTACT
Dave Kerpen
EMAIL
Dave@likeable.com
TWITTER
@davekerpen
PHONE
2...
I’M HERE TO HELP
To download the resources I mentioned, visit
www.influenceandco.com/resource-library.
Tweet your question...
Q & A
#LikeableICO @tweetJohnHall @DaveKerpen
GRAND PRIZE!
One year of Likeable Hub VIP! ($240 value)
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The Advanced Guide to Creating and Distributing Expert Content in an Ever Changing Industry

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Publicado el

In a world of brand publishing and evolving social media, staying ahead of the curve is no easy task. By creating niche content using your company’s core expertise and distributing that content using strategic tools and techniques, you can have a lasting impression on your audience.

John Hall (CEO, Influence & Co.) and Dave Kerpen (CEO, Likeable Local) discuss how brands can position themselves for long-term success through exceptional content and distribution in, "The Advanced Guide to Creating and Distributing Expert Content in an Ever-Changing Industry."

Publicado en: Marketing
  • Sé el primero en comentar

The Advanced Guide to Creating and Distributing Expert Content in an Ever Changing Industry

  1. 1. THE ADVANCED GUIDE TO CREATING AND DISTRIBUTING EXPERT CONTENT IN AN EVER- CHANGING INDUSTRY #LikeableICO @tweetJohnHall @DaveKerpen
  2. 2. Director of Content & Social Media at Influence & Co. Tweet: @MayaSLuke #LikeableICo
  3. 3. Dave Kerpen is the the founder and CEO of Likeable Local, the cofounder and Chairman of Likeable Media, the NY Times Bestselling author of 3 books, the #1 LinkedIn Influencer of all time in pageviews, ahead of Bill Gates, Jack Welch, Mark Cuban and Barack Obama, and the proud father of Charlotte and Kate Kerpen. John Hall is the co-founder and CEO of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts. John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider and Harvard Business Review. #LikeableICO @tweetJohnHall @DaveKerpen
  4. 4. An Ever-Changing Industry #LikeableICO @tweetJohnHall @DaveKerpen
  5. 5. Why Content? Buyers want to feel connected to a brand before and beyond purchase. #LikeableICO @tweetJohnHall @DaveKerpen
  6. 6. CHALLENGE FOR MARKETERS#1“CREATING ENGAGING CONTENT” #LikeableICO @tweetJohnHall @DaveKerpen
  7. 7. 90% OF DATA IS CRAP Julie Fleischer | Director of Data, Content, and Media | Kraft Foods Group #LikeableICO @tweetJohnHall @DaveKerpen
  8. 8. + = TRUST TOP-OF-MIND MARKETING OPPORTUNITY #LikeableICO @tweetJohnHall @DaveKerpen
  9. 9. KEY COMPONENTS OF TRUST HELP #LikeableICO @tweetJohnHall @DaveKerpen
  10. 10. People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe. Simon Sinek | Author #LikeableICO @tweetJohnHall @DaveKerpen
  11. 11. #LikeableICO @tweetJohnHall @DaveKerpen
  12. 12. HOW CAN YOUR EXPERT CONTENT HELP ACCOMPLISH ALL OF THIS AND MORE? #LikeableICO @tweetJohnHall @DaveKerpen
  13. 13. IT STARTS WITH YOU: SHARE YOUR KNOWLEDGE #LikeableICO @tweetJohnHall @DaveKerpen
  14. 14. #LikeableICO @tweetJohnHall @DaveKerpen
  15. 15. #LikeableICO @tweetJohnHall @DaveKerpen
  16. 16. #LikeableICO @tweetJohnHall @DaveKerpen
  17. 17. THE DIFFERENTIATING FACTOR PASSION/CUSTO MER PAIN POINTS KNOWLEDGE/SKI LL DIFFERENTIATIN G FACTOR #LikeableICO @tweetJohnHall @DaveKerpen
  18. 18. GET OUT THERE CONTENT STRATEGY KNOWLEDGE EXTRACTION CONTENT CREATION PUBLICATION & DISTRIBUTION #LikeableICO @tweetJohnHall @DaveKerpen
  19. 19. DOCUMENT YOUR STRATEGY 35% of marketers have a documented content strategy (Content Marketing Institute). #LikeableICO @tweetJohnHall @DaveKerpen
  20. 20. ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE #LikeableICO @tweetJohnHall @DaveKerpen
  21. 21. Organize Your Company’s Knowledge #LikeableICO @tweetJohnHall @DaveKerpen
  22. 22. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST #LikeableICO @tweetJohnHall @DaveKerpen
  23. 23. Just Starting Out? 3 Tools to Get Started Organization — Centralize your company’s knowledge • Tool: Knowledge Management Template Writing — Research relevant keywords & phrases • Tool: BuzzSumo Editing — Ensure your writing is concise and error-free • Tool: Hemingway App #LikeableICO @tweetJohnHall @DaveKerpen
  24. 24. A PLATFORM TO PUBLISH #LikeableICO @tweetJohnHall @DaveKerpen
  25. 25. Top of the Funnel Awareness Content Marketing Funnel Content here should largely be educational and help the individuals connect the dots from the problem to how they may be able to solve it. Example: An educational e-book explaining more about your industry. Middle of the Funnel Consideration Our goal is to present them with the solution and show them the complexities and expertise involved in doing it well, which will overwhelm them and convince them that they want help implementing the solution. Example: Guides, and best practices Content focused on truly identifying your company as the best solution is ideal here. Example: Case studies, comparison documents, and trial offers focused on why your company is an ideal solution to the problem Bottom of the Funnel Decision #LikeableICO @tweetJohnHall @DaveKerpen
  26. 26. Tracking ROI • Site visits • Leads • Sales #LikeableICO @tweetJohnHall @DaveKerpen
  27. 27. #LikeableICO @tweetJohnHall @DaveKerpen The key to successfully promoting your content is… Getting it in front of your target audience in a scaleable fashion!
  28. 28. #LikeableICO @tweetJohnHall @DaveKerpen First, ask yourself, “Where are my prospects hanging out?” Psst: I bet they are on social media…
  29. 29. #LikeableICO @tweetJohnHall @DaveKerpen You Guessed It…They’re On Social! • American social media users spend on average 2.7 hours per day on social media. That’s 28% of all social activity! • 56% of the population goes to Facebook more than once a day, 29% for Twitter, 14% for LinkedIn • Businesses that use Facebook have increased sales by 75% • 23% of Facebook users check their account at least 5x per day Source: Adweek, Mashable, Hubspot, Culture and Youth
  30. 30. #LikeableICO @tweetJohnHall @DaveKerpen 5 Ways To Promote on Social 2. Utilize Influencers 4. Advertise Smarter 3. Utilize Employees 5. Repurpose Content 1. Create Buzz with Content
  31. 31. #LikeableICO @tweetJohnHall @DaveKerpen 1. Create Buzz with Content Create clear, exciting social messaging!  Use Blog posts, Great CTA’s, & Hashtags Get your audience pumped!  Try countdowns & feature speakers/authors.
  32. 32. #LikeableICO @tweetJohnHall @DaveKerpen Blog Posts Write a teaser blog to promote an eBook, webinar, event, etc! !
  33. 33. #LikeableICO @tweetJohnHall @DaveKerpen Calls-To-Action Include CTA’s within all content to make it easily shareable
  34. 34. #LikeableICO @tweetJohnHall @DaveKerpen #Hashtags o Hashtags = trackable keywords! o Hashtags let your tweets become part of larger conversations to gain more visibility
  35. 35. #LikeableICO @tweetJohnHall @DaveKerpen Get Your Audience Pumped! With countdowns and posts about your speakers!
  36. 36. #LikeableICO @tweetJohnHall @DaveKerpen 2. Utilize Influencers Pick influential thought leaders in your industry Ask yourself: • “Do they have a big newsletter list? “ • “Do they have a huge social following?” A good partner = doubled promotion and visibility!
  37. 37. #LikeableICO @tweetJohnHall @DaveKerpen Create Twitter Lists to Keep Up with Influencers
  38. 38. #LikeableICO @tweetJohnHall @DaveKerpen Co-Brand Content When Appropriate!
  39. 39. #LikeableICO @tweetJohnHall @DaveKerpen 3. Tap Into Your Employees • Encourage sharing on Facebook, Twitter, & LinkedIn. • If your content is great, your employees should be happy to share! • Make it easy to share with tools like and
  40. 40. #LikeableICO @tweetJohnHall @DaveKerpen • Social advertising is one of the most effective & affordable marketing tools for small businesses 4. Advertise Smarter “US social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018” -Business Insider
  41. 41. #LikeableICO @tweetJohnHall @DaveKerpen 3 Pillars Of Succeeding With Ads  Set Goals  Reach The Right People  Scale Smarter
  42. 42. #LikeableICO @tweetJohnHall @DaveKerpen Set Goals! "People with goals succeed because they know where they're going." -Earl Nightingale
  43. 43. #LikeableICO @tweetJohnHall @DaveKerpen Make S.M.A.R.T. Goals Specific Measureable Attainable Relevant Time Bound
  44. 44. #LikeableICO @tweetJohnHall @DaveKerpen A few more ad tips… Ad Copy Rules of Thumb: 1. Be Clear and Concise 2. Keep Your Objective in Mind 3. Always Be Helping Don’t forget to optimize your visuals for mobile, too! Be creative. Be unique. Be Visual.  Visual content is consumed most directly on social media
  45. 45. #LikeableICO @tweetJohnHall @DaveKerpen
  46. 46. #LikeableICO @tweetJohnHall @DaveKerpen Reach The Right People Create an audience to reach who matters to you most! • Create custom audiences • Lookalike audiences • Saved target groups  Make audiences based on industry, income, job title, location, age, gender, interests, and more!
  47. 47. #LikeableICO @tweetJohnHall @DaveKerpen  Track & report regularly  Double down on what is working  You may be sick of your Ad, your prospects aren’t!  Adapt to current trends  Always-be-optimizing Scale Smarter
  48. 48. #LikeableICO @tweetJohnHall @DaveKerpen Repurpose Content  Don’t be afraid to repeat great content!
  49. 49. #LikeableICO @tweetJohnHall @DaveKerpen Recycling Content Works!
  50. 50. #LikeableICO @tweetJohnHall @DaveKerpen From Ebook To Webinar
  51. 51. #LikeableICO @tweetJohnHall @DaveKerpen Don’t forget about continual promotion… • Even after the launch, continue creating buzz! – Recap the initiative in a blog post – Encourage your audience & employees to keep sharing the content!
  52. 52. #LikeableICO @tweetJohnHall @DaveKerpen HOW CAN LIKEABLE HELP?
  53. 53. #LikeableICO @tweetJohnHall @DaveKerpen Likeable Hub Use thousands of content ideas at your fingertips and preplan your posts for the most effective times
  54. 54. #LikeableICO @tweetJohnHall @DaveKerpen TURBOPOST ™ Technology #SMTLive | @DaveKerpen Strategically Repeated Tweets: Reverb for Twitter automatically repeats your posts 5 times to maximize reach and engagement Clicking “TurboPost” turns your Facebook post into a “boosted post on your business’ page to increase audience reach!
  55. 55. #LikeableICO @tweetJohnHall @DaveKerpen Likeable Hub Site #SMTLive | @DaveKerpen
  56. 56. #LikeableICO @tweetJohnHall @DaveKerpen SPECIAL PROMOTION! -Try Likeable Hub VIP for Free @ LikeableHub.com -Get A Free Month of Likeable Hub Expert or $200 off Likeable Hub Pro before July 31st! -Visit LikeableDemo.com or call 212-359-4355 -Mention #LikeableICO
  57. 57. Get $500 off your first month with Influence & Co. Reach out and mention “LikeableICo Webinar” Influence & Co. Special Offer
  58. 58. #LikeableICO @tweetJohnHall @DaveKerpen THANK YOU! CONTACT Dave Kerpen EMAIL Dave@likeable.com TWITTER @davekerpen PHONE 212-359-4355 QUESTIONS?
  59. 59. I’M HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @tweetJohnHall. Connect with me on LinkedIn. Email me at john@InfluenceandCo.com.
  60. 60. Q & A
  61. 61. #LikeableICO @tweetJohnHall @DaveKerpen GRAND PRIZE! One year of Likeable Hub VIP! ($240 value)

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