15. @LeeOdden TopRankMarketing.com
Social Amplifies Content
Most Effective:
LinkedIn 62%
Twitter 50%
YouTube 48%
Slideshare 45%
Vimeo 40%
Facebook 30%
Pinterest 26%
Instagram 23%
Most Popular:
LinkedIn
Twitter, Facebook
16. @LeeOdden TopRankMarketing.com
Content Marketing Maturity
Stasis
Focus: status quo
Static
Few resources
Initial experiments
Brand centric
Production
Focus: quantity
Strategy
Process
Creation
“More is Better”
SEO centric
Utility
Focus: quality
Functional, useful
Customer focused
Refined process
Social centric
Storytelling
Focus: experience
Seek to dominate USP
Brand leadership
Optimized buy cycle
Integration
Multi & Omni Channel
Monetization
Focus: ecosystem
Marketing ROI
Content Publishing ROI
Syndication ROI
Services ROI
Scale
SEO Focused Social Networks & Influencers
18. @LeeOdden TopRankMarketing.com
“Influence is the swaying of
beliefs, behaviors or actions.”
Sam Fiorella, Author of Influence Marketing
“Influence is not racking up
50,000 Twitter friends.”
Anonymous.
OK, I admit it, it was me.
23. @LeeOdden TopRankMarketing.com
Opportunity & Hypothesis:
How to Solve Multiple Problems With
Co-Created Influencer Content To
Achieve High Impact Exposure, Grow
Networks with Influencers And Earn
Influence Ourselves?
24. @LeeOdden TopRankMarketing.com
360 Degrees of Win – Conference eBook
69k Views on SS
6 Months
140 Embeds
Objectives:
Promote the Event
Promote Speakers
Create a Resource for all Marketers
Asked 36 speakers for 1 tip as a preview to their presentation.
25. @LeeOdden TopRankMarketing.com
Influencer Content: Strategy & Tactics
MarketingProfs B2B Event
Audience: Midsize to large B2B
Marketers
Pain Point: Challenge of boring
in B2B – to stand out
Strategy: Align B2B event with
“Innovation”
Topic: B2B Marketing Innovation
Tactics: Thought Leader eBook,
interviews, blog posts,
social shares, image shares, contest
Featured on SlideShare
40,000 views before event
1,000+ social shares
100 embeds
Generated demand: search,
social
Referred 100+ to event inquiry
26. @LeeOdden TopRankMarketing.com
Social Media Marketing World 2014
Objectives:
Promote Conference Awareness, Signups, Highlight Speakers/Brands
46,000 Views on SS
1 Month
1,000’s of Shares
27. @LeeOdden TopRankMarketing.com
Brand Awareness & Affinity
153k Views
Objective: Grow awareness & affinity for Dell Social Media Solutions
Short interviews with 15 social media industry thought leaders
33. @LeeOdden TopRankMarketing.com
The Essential Goal for Social
Content Isn’t About Fans,
Friends & Followers…
It’s About
Being the Best Answer
For Your Customers
What Is Your Brand
“The Best Answer” For?
34. @LeeOdden TopRankMarketing.com
Goals for Co-Created Influencer Content
• Create affinity for your brand
• Creates demand, inbound
• Answers buyers’ questions
• Asset to optimize, socialize, publicize
• Creates influencer relationships
• Connect with prospects
• Grows social networks
• Supports marketing strategy
• Provides content to repurpose
• Creates value all around
@LeeOdden Image: Shutterstock TopRankMarketing.com
35. @LeeOdden TopRankMarketing.com
LinkedIn Sophisticated Marketers Guide
Objectives: Grow affinity for LinkedIn
as a Marketing Solution, Lead Gen
Interviews with 8 marketing industry and LinkedIn
specific thought leaders, plus marketing best
practices tips from LinkedIn marketing staff.
Repurposed interviews & list of experts to blog post.
37. @LeeOdden TopRankMarketing.com
Pick Your Topics
How do you want to be known, long term?
What does your brand stand for?
What do your customers care about? Sales cycle.
What topics will pull your customers closer to your
brand?
@LeeOdden Image: Shutterstock TopRankMarketing.com
42. @LeeOdden TopRankMarketing.com
Where Do Influencers Come In?
Topical focus - People who are
already authoritative, trusted and
effective for that topic.
Identify which of your content
projects would be a good fit for
co-creation with thought leaders.
- Webinars, eBooks, Interviews,
Lists, Reports, Contests, Media
@LeeOdden Image: Shutterstock TopRankMarketing.com
43. @LeeOdden TopRankMarketing.com
Where to Find Influencers?
• Influencer discovery tools
• Social Media listening tools
• Your industry participation
• Industry blogs, news, social
• Talk to your sales, public
relations & marketing staff
Start long BEFORE you need
them!
@LeeOdden Image: Shutterstock TopRankMarketing.com
51. @LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Organize content
according to your target
topic & influencers
Design, organization =
metaphor or “hook”
Plan social amplification
in advance
Image: Shutterstock
52. @LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Create several pitch
messages according to
context:
• Email – Direct
• Network - Get introduced
• LinkedIn – InMail
• Twitter – DM
• Facebook - Message
Empathy: Focus on how
this will help them get
what they want
Be credible, create
credibility
Be succinct
Test & refine
Be patient – they’re
busy!
53. @LeeOdden TopRankMarketing.com
Co-Create Content
With An Influencer,
You Have a Friend for a Day
Help Upcoming Talent
Become Influential,
You’ll Have a Friend for Life
Don’t Just Borrow Influence – Give It!
@LeeOdden Image: Shutterstock TopRankMarketing.com
54. @LeeOdden TopRankMarketing.com
Mechanics of Co-Created Content
Some of My Favorite Tools:
LinkedIn
GoogleDocs
Evernote
Most Important Tools:
Empathy, Creativity, Enthusiasm,
Genuine Interest
56. @LeeOdden TopRankMarketing.com
Inspire Participation & Promotion
• Set expectations
• Give examples: contributions &
success
• Communicate a timeline
• Give advance preview
• Pre-write social shares
• Make it easy to share, embed,
blog
60. @LeeOdden TopRankMarketing.com
Maintain & Enhance Relationships
Connect via social networks (Twitter,
LinkedIn)
Create Twitter lists, Google+ circles,
Paper.li, List.ly for each influencer group
Monitor and share their content, engage
Shortlist them for other projects
Ask for opinions, reviews, advice
Offer opt-in opportunities
Connect in person!
@LeeOdden Image: Shutterstock TopRankMarketing.com
61. @LeeOdden TopRankMarketing.com
Takeaways
1
2
3
Grow your influencer network BEFORE you
need them
Use content to create value for influencers
to gain influence for yourself
Content is the short term gain, but the
relationships are where the gold is
Lee Odden - @LeeOdden CEO TopRank Online Marketing http://www.toprankmarketing.com
Social Media Marketing World 2014
How to Use Content & and Influencer Network to Grow Your Business
Companies are investing in content marketing and social media more than ever, yet in an age of information overload, standing out on the social web can require unreasonable budgets and resources. But what if you could hack your way to the spotlight by helping everybody win?
Operating with minimal resources, a growing number of marketers are creating better quality content that gets shared more often, reaches more readers and grows their influencer network - all at the same time. In this presentation you will learn how to identify, romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand.