Creating and Using Great Content to Grow an International...

Creating and Using

Great Content to Grow

an International

Business.

DLR Summit

digitalmarketinginstitute.com 2

▪ Former Bid Manager at City & Guilds Group

▪ Former Enterprise Solutions Manager at Workstar

▪ Speaker at LinkedIn Social Selling Roadshows

▪ Founding Member of LinkedIn Sales Navigator Community

Michael Goeden

Director of Strategic Partnerships

@ the Digital Marketing Institute

coming up 1. What makes great content

2. How to distribute

3. Attract and convert

4. Examples


What is ‘content’?

▪ Blog posts

▪ eBooks

▪ Infographics

▪ Case studies

▪ Research

▪ Interviews

▪ Videos

▪ Podcasts

▪ Newsletters

▪ Brochures


Our Blog = 52% of traffic

On a first click basis our blog drives huge amounts of

traffic to our website: creating direct return, brand

searches and remarketing opportunities.


Content marketing adoption

Of the world’s

population regularly

uses the internet

46%

Of CMOs believe

custom content is the

future of marketing

within an organization

78%

Expected increase in the

digital industry spend on

content marketing from

2014 ($145b) to

2019 ($300b)

106%

Of B2B marketers have

implemented content

marketing

88%


What makes great content

▪ Engages your audience

▪ Provides them with value

▪ Shares best practice or culture

▪ Demonstrates passion

▪ Strengthens relationships / community

▪ Builds authority / thought leadership


Professionals Educators Employers


▪ Is your content about your customer?

▪ Does your content relate to your products?

▪ Is it interesting and value-adding?

▪ Is it part of an overall campaign with a pathway from

prospect to lead (e.g. CTAs)?

▪ Back up your content with strong creative

▪ Create ‘evergreen’ content

▪ Ensure it is optimised for search (SEO)

▪ Invest… and be consistent

We create 3x pieces of high-value content per week

Tips: Building great content


Owned Media Paid Media Earned Media

How to distribute:


▪ Collect data and create personas for better targeting

▪ Start a newsletter (inbox is powerful)

▪ Create a forum / group to promote discussion

▪ Incorporate digital / social selling

▪ Use Account-Based Marketing (ABM) if applicable

▪ Allocate some budget to distribution

▪ Are there Calls-To-Action (CTAs) to get the prospect to

visit your site and convert to a lead?

▪ Measure engagement

Tips: Distribution


Attract

▪ Content distributed to prospects via social media,

search results or email

▪ Attracts prospects as it provides value

▪ Content includes a CTA to download brochure or an

eBook

Convert

▪ Prospect now clicks through to website

▪ Download requires details (now a lead)

▪ Lower propensity leads can be remarketed to

▪ Qualified and progress to sales rep


Case Study - General audience

Reach: 1,926

CTR: 0.2%

Blog - Digital Transformation theme

targeting IT education providers

Reach: 2,529

CTR: 0.75%

Social shares: 241

LinkedIn InMail (Paid) Campaign -

targeting specific accounts and roles

Reach: 529 InMail Sends

Open rate: 52%

CTR: 3%

ABM example – Surrounding the audience on LinkedIn

▪ 52% of first-click interaction is via the blog

▪ In the last 12 months:

o 300% increase in organic traffic to the blog

o 165% increase in lead-gen from the blog

o 49% increase in Facebook followers

o 88% increase in Newsletter subscriptions

o 115% increase in LinkedIn followers

Digital Marketing Institute Success:

2012 2013 2014 2015 2016

STUDENT VOLUMES


“Make a commitment to becoming

visible using modern day social

marketing.

Visibility stems from the value you can

bring people through content and

engagement.

Scaling your network in the digital age is

a great competitive advantage!”

Jack Kosalowski, CEO, Creation Agency

Content is King!


Digital = Global

digitalmarketinginstitute.com

Creating and Using Great Content to Grow an International...

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