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Direct Marketing on a Shoestring Budget:
Content Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW
Questions

www.act-on.com | @ActOnSoftware | #ActOnSW
Twitter

#ActOnSW
www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Presenter

Carolyn Goodman
President and Creative Director
Goodman Marketing Partners, Inc.
@carolyngoodman

Cyndie Shaffstall
Founder and CEM
Spider Trainers
@CShaffstall

www.act-on.com | @ActOnSoftware | #ActOnSW
DM on a Shoestring Budget
Content Marketing
What is Content Marketing?
The creation and distribution of original content that
has
perceived value
in order to positively position your brand in the minds of
your prospects and customers.
RESEARCH
• Can be complex
• Often difficult to read/interpret

WHITE PAPER
• Simplifies research findings
• States benefits backed by facts

CASE STUDY
• Proprietary to your company/product
• Demonstrates “proof of concept”
Delivering information that
makes your buyer more intelligent.
Some Examples of Content
Whitepapers
Articles

Slide
Share

E-Books
Videos
Blogs

ABC
Company

Speeches

Infographics

Webcasts

Research
Reports

Podcasts

Case
Studies
White Paper

Case Study

3rd party style

Should follow your brand
guidelines

Focus is on a timely
and relevant topic

Organized in logical
sequence

Creating a “series” can
be beneficial

Break up text with
supporting visuals
Typical White Paper Topics
• Introductory information about a new
technology
• How-to or Best Practices
• POV on Industry changes
• Lessons learned
• Analysis from research
Designing White Papers
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Typical Case Studies
• Establishes a problem, lays out the solution
and highlights the results
• Includes a quote from a named source
• Provides an executive summary
Designing Case Studies
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Direct Marketing on a Shoestring Budget: Content Marketing
Formulate a
strategic
plan

Hire a
professional
writer and
designer

Distribute
content
Thank you!
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
P: 415.507.9060 x222
E: carolyn@goodmanmarketing.com
W: www.goodmanmarketing.com
Goodman Marketing Partners is a full-service, multi-channel, brand
response marketing company with deep expertise in the art and
science of persuasion. Our “what-would-we-do-if-it-were-our-money?”
attitude and the results we achieve for our clients, speaks for itself.
Promoting Content
Ideas for amplifying your
inbound-content success
using multi-touch marketing.
60% of companies will execute an
inbound marketing strategy in 2013.
— Inbound Marketing Blog
Know your audience. Create engaging, relevant

CONTENT
The technicalities
 Professional design
 Social sharing buttons
 Lots of graphics
Example: Spider Trainers
The technicalities
 Targeted landing page(s)
 Squeeze pages for gated
content
 Unique tracking codes
 Social sharing buttons
Example: actonsoftware.com
The technicalities
 Make it a reference
— not just interesting

 Search-engine optimized
 Cite and link sources
 List keywords

Example: spidertrainers.com
Create inbound links and attract an audience with

PROMOTION
Post to your website
 Resource center
 PDF
 HTML
Example:
actonsoftware.com
Use remarketing/retargeting
 In-site
advertisements
Example: Target
Marketing Magazine
Write a blog article
 Keyword-rich
content
 Your blog
 Other blogs
Example:
spidertrainers.com
Write a press release
 PR distribution
services
Example: 247pressrelease.com
Post to syndication services
 Content-syndication
services
Example: edocr.com
Offer to partners
 White label
 Opportunity to
repeat all
promotional efforts
Example:
qrpprinting.com
Share socially
 Twitter (use #)
 Facebook (use #)
 LinkedIn
 LinkedIn groups
 Google+

 Ask for the retweet
or share
Example: Twitter
Use social ads
 Facebook ads
 Twitter promoted
tweets
 LinkedIn ads
Example: Facebook
Use search-engine ads
 Google
 Bing
Example: Google
Send outbound messaging
 Email
 Newsletter
 Direct mail
 Point of sale signage
Example: Spider Trainers
Extend your reach by creating multiple formats and

REPURPOSING
Repurposing

Start with repurposing so that you can
promote the various formats in the
appropriate marketing efforts.

Be on the lookout for opportunities.
Summarize in a slide deck
 Post to SlideShare
 Tag with keywords
 Monitor statistics
Example: SlideShare
Hold a webcast
 Use content as
webcast basis
 Reference in other
webcasts (like this
one)
Example: Target
Marketing Magazine
Convert to video
 Animate and narrate
slide deck
 Record testimonials
about the document

 Post to website
 Post to YouTube
 Tag appropriately
 Post to other video
networks
 Monitor viewing
statistics

Example: YouTube
Convert to audio
 Repurpose video
narration as podcast
 Post to your site’s
resource center
 Publish to iTunes
 Monitor listening
statistics

Example: iTunes
Create an infographic
 Highlight key points
in an infographic
 Great for social
sharing
 Post to Pinterest
 Post to SlideShare
 Post to your

resource center
Engage industry experts
 Engage bloggers,
editors
Example:
actonsoftware.com
Ask for and post reviews
 Engage popular
bloggers
 Send links to online
review points
 Mention reviews in
marketing efforts
 Video

Example: Amazon
Add to signature line
Engage individually
 Sales send to clients
 Customer-visit leave
behind
 Live-event
distribution
Example:
Spider Trainers
Spider Trainers
Contact us:
651 702 3793
cmeyer@spidertrainers.com
http://www.spidertrainers.com

PO Box 280487
Lakewood, CO 80228
United States

Spider Trainers builds custom drip
and nurture campaigns.
Visit our resource center:
 Great Big Book of Things Marketers
Say
 Great Big Book of Things Marketers
Count
 Profiling Personas
 20+ Ideas for Automated Marketing
 Prospects, Leads, & Subscribers
 Marketing Metrics

 Drip-marketing Toolkit
Q&A

Carolyn Goodman
President and Creative Director
Goodman Marketing Partners, Inc.
@carolyngoodman

www.act-on.com | @ActOnSoftware | #ActOnSW

Cyndie Shaffstall
Founder and CEM
Spider Trainers
@CShaffstall
Next Steps
Interested in a demo
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
•
•
•
•
•
•
•
•

Ask about
Need tipsus on Quora the Marketing Action Blog
it today
Collect
from us on
Converse with us on Twitter
Circle us on Google+
Follow us on Pinterest
Learn about us on LinkedIn
Meet us on Facebook
Watch us on YouTube

www.act-on.com | @ActOnSoftware | #ActOnSW

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Direct Marketing on a Shoestring Budget: Content Marketing

  • 1. Direct Marketing on a Shoestring Budget: Content Marketing www.act-on.com | @ActOnSoftware | #ActOnSW
  • 4. Today’s Presenter Carolyn Goodman President and Creative Director Goodman Marketing Partners, Inc. @carolyngoodman Cyndie Shaffstall Founder and CEM Spider Trainers @CShaffstall www.act-on.com | @ActOnSoftware | #ActOnSW
  • 5. DM on a Shoestring Budget Content Marketing
  • 6. What is Content Marketing? The creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.
  • 7. RESEARCH • Can be complex • Often difficult to read/interpret WHITE PAPER • Simplifies research findings • States benefits backed by facts CASE STUDY • Proprietary to your company/product • Demonstrates “proof of concept”
  • 8. Delivering information that makes your buyer more intelligent.
  • 9. Some Examples of Content Whitepapers Articles Slide Share E-Books Videos Blogs ABC Company Speeches Infographics Webcasts Research Reports Podcasts Case Studies
  • 10. White Paper Case Study 3rd party style Should follow your brand guidelines Focus is on a timely and relevant topic Organized in logical sequence Creating a “series” can be beneficial Break up text with supporting visuals
  • 11. Typical White Paper Topics • Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research
  • 22. Typical Case Studies • Establishes a problem, lays out the solution and highlights the results • Includes a quote from a named source • Provides an executive summary
  • 31. Formulate a strategic plan Hire a professional writer and designer Distribute content
  • 32. Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners P: 415.507.9060 x222 E: carolyn@goodmanmarketing.com W: www.goodmanmarketing.com Goodman Marketing Partners is a full-service, multi-channel, brand response marketing company with deep expertise in the art and science of persuasion. Our “what-would-we-do-if-it-were-our-money?” attitude and the results we achieve for our clients, speaks for itself.
  • 33. Promoting Content Ideas for amplifying your inbound-content success using multi-touch marketing.
  • 34. 60% of companies will execute an inbound marketing strategy in 2013. — Inbound Marketing Blog
  • 35. Know your audience. Create engaging, relevant CONTENT
  • 36. The technicalities  Professional design  Social sharing buttons  Lots of graphics Example: Spider Trainers
  • 37. The technicalities  Targeted landing page(s)  Squeeze pages for gated content  Unique tracking codes  Social sharing buttons Example: actonsoftware.com
  • 38. The technicalities  Make it a reference — not just interesting  Search-engine optimized  Cite and link sources  List keywords Example: spidertrainers.com
  • 39. Create inbound links and attract an audience with PROMOTION
  • 40. Post to your website  Resource center  PDF  HTML Example: actonsoftware.com
  • 42. Write a blog article  Keyword-rich content  Your blog  Other blogs Example: spidertrainers.com
  • 43. Write a press release  PR distribution services Example: 247pressrelease.com
  • 44. Post to syndication services  Content-syndication services Example: edocr.com
  • 45. Offer to partners  White label  Opportunity to repeat all promotional efforts Example: qrpprinting.com
  • 46. Share socially  Twitter (use #)  Facebook (use #)  LinkedIn  LinkedIn groups  Google+  Ask for the retweet or share Example: Twitter
  • 47. Use social ads  Facebook ads  Twitter promoted tweets  LinkedIn ads Example: Facebook
  • 48. Use search-engine ads  Google  Bing Example: Google
  • 49. Send outbound messaging  Email  Newsletter  Direct mail  Point of sale signage Example: Spider Trainers
  • 50. Extend your reach by creating multiple formats and REPURPOSING
  • 51. Repurposing Start with repurposing so that you can promote the various formats in the appropriate marketing efforts. Be on the lookout for opportunities.
  • 52. Summarize in a slide deck  Post to SlideShare  Tag with keywords  Monitor statistics Example: SlideShare
  • 53. Hold a webcast  Use content as webcast basis  Reference in other webcasts (like this one) Example: Target Marketing Magazine
  • 54. Convert to video  Animate and narrate slide deck  Record testimonials about the document  Post to website  Post to YouTube  Tag appropriately  Post to other video networks  Monitor viewing statistics Example: YouTube
  • 55. Convert to audio  Repurpose video narration as podcast  Post to your site’s resource center  Publish to iTunes  Monitor listening statistics Example: iTunes
  • 56. Create an infographic  Highlight key points in an infographic  Great for social sharing  Post to Pinterest  Post to SlideShare  Post to your resource center
  • 57. Engage industry experts  Engage bloggers, editors Example: actonsoftware.com
  • 58. Ask for and post reviews  Engage popular bloggers  Send links to online review points  Mention reviews in marketing efforts  Video Example: Amazon
  • 60. Engage individually  Sales send to clients  Customer-visit leave behind  Live-event distribution Example: Spider Trainers
  • 61. Spider Trainers Contact us: 651 702 3793 cmeyer@spidertrainers.com http://www.spidertrainers.com PO Box 280487 Lakewood, CO 80228 United States Spider Trainers builds custom drip and nurture campaigns. Visit our resource center:  Great Big Book of Things Marketers Say  Great Big Book of Things Marketers Count  Profiling Personas  20+ Ideas for Automated Marketing  Prospects, Leads, & Subscribers  Marketing Metrics  Drip-marketing Toolkit
  • 62. Q&A Carolyn Goodman President and Creative Director Goodman Marketing Partners, Inc. @carolyngoodman www.act-on.com | @ActOnSoftware | #ActOnSW Cyndie Shaffstall Founder and CEM Spider Trainers @CShaffstall
  • 63. Next Steps Interested in a demo Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com • • • • • • • • Ask about Need tipsus on Quora the Marketing Action Blog it today Collect from us on Converse with us on Twitter Circle us on Google+ Follow us on Pinterest Learn about us on LinkedIn Meet us on Facebook Watch us on YouTube www.act-on.com | @ActOnSoftware | #ActOnSW