Content marketing has emerged as the top methodology online leaders are using to grow their digital footprint and sell their products and services. There are many moving pieces to doing content marketing the right way. So it's no wonder that so many organizations from startups to the fortune 500 are struggling to bring it all together. In this presentation, we will walk through a complete framework and set of proven best practices for marketing the right way. We will cover the strategies and tactics leaders are using to produce extraordinary results on today’s Internet. For those just now exploring content marketing, you will learn how it all fits together and essential steps to get started quickly. For experienced digital marketers, we have mixed in a lot of data, trends and advanced tips. Whether you are working on in-house websites or for an agency, everyone will take away high impact ideas for developing websites that generate results.

1. Integrated
Content Marketing

2. If you have more money than brains,
you should focus on outbound
marketing. If you have more brains
than money, you should focus on
inbound [content] marketing.
-Guy Kawaski

3. The Customer Buying Cycle has
changed.
People don’t respond to ads, pitches & brochures
– they research
Today, organizations that win provide the
information people are truly looking for to make an
informed decision
What do you win?
• More eyeballs, more mindshare
• You define what they need
• You are the trusted expert
• Number & quality of leads go up
• Higher close rates and shorter sales cycles
85% of B2B and 81% B2C shoppers
research online before buying.
-Stanford Web Credibility & Retailing Today

4. http://www.flickr.com/photos/wwworks/864731205
Interrupt and Repeat
Push Marketing
flickr.com/photos/38659937@N06/5752344624/
Delight and Engage
Pull Marketing

5. Customer Journey
Awareness
Research
ConsiderationDecision
Advocacy

6. A Typical Website's Structure
Brochure Content
Sales Leads
Contact Us Form

7. The Process
attract convert
improve
buy (in)
engage
build brand
engage
build brand

8. Attract

9. Attracting visitors is all
about creating remarkable
content.
Builds trust, in particular credibility and self-
orientation
Remarkable content is easily and quickly spread
through social media - Twitter, Digg, Reddit and
LinkedIn, among others.
Remarkable content is the secret to ranking high
in search engines year in and year out.

10. Creating A Great Attraction Website
Attraction Content
Wiki
Photos Podcasts
Videos
Blogs
Infographics
Brochure Content
Sales Leads
Contact Us Form

11. 0
100
200
300
400
500
600
700
800
None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15
B2B
B2C
Blog Posts per Month
traffic
index
Impact of blogging on website traffic
Companies that blog
2-3 times a week get
3.5x
more traffic
than companies
that don’t
Source: HubSpot 2013 Marketing Benchmarks report

12. Blog Posts per Month
new lead
index
Impact of blogging on new leads
0
200
400
600
800
1000
1200
1400
1600
1800
None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15
B2B
B2C
Companies that blog
2-3 times a week get
5.5x
more new leads
than companies
that don’t
Source: HubSpot 2013 Marketing Benchmarks report

13. Blogging Quick Start:
Setup your blog on YOUR domain
(yourdomain.com/blog, blog.yourdomain.com).
Create remarkable content in different flavors
(how-to’s, industry articles, links, guest blogs)
with search-friendly, catchy titles.
Promote your content through e-mail,
newsletters, social media, and RSS digests.
Start reading & commenting on other people’s
blog.
Write often and be patient.

14. Checklist: Blogging
The ability to quickly post remarkable content.
The ability to organize content by topic and offer
additional resources to the reader.
The ability for readers to engage with your business
through commenting.
The ability for readers to share your content with friends,
family, bosses and co-workers.
The ability to optimize your posts so that search engines
can organize and rank them.
The ability to incorporate responsive multimedia and
design elements to provide a glossy look on all devices.

15. Attract: Promote
SEO
Social sharing
Feeds
Email promotion
Promote
Brochure Content
Sales Leads
Contact Us Form
Attraction Content
Remarkable
Content

16. 85% of B2B and 81% B2C shoppers
research online before buying.
-Stanford Web Credibility & Retailing Today
70% of links users click on are
organic, not paid.
-Marketing Sherpa
60% of all organic clicks go to the top
3 search results.
-Business2Community
60% of consumers start their research
on a search engine.
-Retailing Today

17. Checklist: SEO
On-page SEO – Choosing the keywords that you
want to eventually rank for; optimizing content,
titles and writing effective page descriptions.
Off-page SEO – Getting others to link to your
content using keywords from your content.
Code – Writing great code that structures your
data in a way that search engines understand.
URL Structure – Creating URLs that describe
your content hierarchy.
Content Structure– Correctly use body tags
(headings, strong) & meta tags (title, description).

18. Social media has a 100%
higher lead-to-close rate
than outbound marketing.
-State of Inbound Marketing 2012

19. Add Social Sharing To All
Relevant Pages
Social Media Website
Allows users to share
your content.
Creates additional
“bridges” to your website.
Makes it easy for employees to
share remarkable content.

20. Checklist: Social Sharing
Setup AddThis or ShareThis on all relevant
pages of your website (all blog pages, press
releases, news, events, bios, etc.)
Setup your social profiles on all relevant social
media sites (LinkedIn, Twitter, Facebook, Digg,
Reddit etc.)
When you create content within your blog, share
your content with all your social media
connections and ask co-workers/readers to do
the same.

21. Build Brand
part 1 - research

22. The Trust Equation
C + R + I
T =
S
Credibility Reliability Intimacy Self-Orientation
I believe they can… I believe they will… I feel they get me. I feel they care
about…
Expertise Consistency Connectedness Giving
Source: The Trusted Advisor, David Maister et al.
Words
Content
Direct
Actions
Experience
Indirect
Trust is built through repeated positive experiences

23. Direct Trust Building
Source: The Trusted Advisor, David Maister et al.
Weak Strong
Credibility
saying you are an
expert
publishing your
expertise
Reliability
saying you are
reliable
testimonials, case
studies, reviews
Intimacy corporate speak human voice
Self-Orientation selling sharing
telling demonstrating
Brochure Content
Sales Leads
Contact Us Form

24. Indirect Trust Building
Look & Feel
Professional
Consistent
Emotional connect
Usability
Intuitive
Power features
Performance Fast loading pages
mobilefriendlyDesktop
Phones
Tablets

25. of users admit to making judgements
about a company’s credibility based on
their website’s design.75%
of a website user’s first impressions are
design-related.94%
of B2B customers search the web before
making a purchase decision.85%
-Stanford Web Credibility Research

26. 61% of people say they are likely
to leave a site if it isn’t mobile
friendly.
-Gomez

27. Attract: Impress
High-impact theme
Styled layouts
Multi-media
Fast load time
Responsive
Impress
SEO
Social sharing
Feeds
Email promotion
Promote
Brochure Content
Sales Leads
Contact Us Form
Attraction Content
Remarkable
Content

28. impression quadrant
battle
won
war
won
battle
lost
war
lost
positivenegative
short-term long-term
passive active
rational
emotional

29. Remarkable Attraction
High-impact theme
Styled layouts
Multi-media
Fast load time
Responsive
Impress
Taxonomy
Quality search
Recommendations
Social commenting
Social sharing
Subscribing
Engage
SEO
Social sharing
Feeds
Email promotion
Promote
Brochure Content
Sales Leads
Contact Us Form
Attraction Content
Remarkable
Content

30. Build Brand
part 2 - consideration

31. Sections x Interest
blog
videos
podcasts
wiki
Attraction Offerings
products
services
faq
staff
Assurance
Builders
testimonials
case studies
reviews
Conversion
Offers
inquiry
premium offer
newsletter
Interest

32. Remarkable Attraction
High-impact theme
Styled layouts
Multi-media
Fast load time
Responsive
Impress
Taxonomy
Quality search
Recommendations
Social commenting
Social sharing
Subscribing
Engage
SEO
Social sharing
Feeds
Email promotion
Promote
Brochure Content
Sales Leads
Contact Us Form
Attraction Content
Remarkable
Content
Offerings
Assurance builders

33. Convert

34. A site that converts well allows marketers to
focus less on generating huge amounts of traffic.
Conversion is the science of
getting users to take action.
Conversion is what increases leads, sales and
retention.
It is important to provide multiple ways for visitors
to engage versus simply calling or buying
something from your site (subscribing to
newsletter, downloading an eBook, etc.).

35. 0
100
200
300
400
500
600
None 1 to 5 6 to 10 11 to 15 16 to 40 Over 40
Leads
Leads
Landing Pages
lead
index
Impact of landing pages on leads
Companies that have
20+ landing pages get
3.5x
more leads
than companies
with less than 5
Source: HubSpot 2013 Marketing Benchmarks report

36. Removing all navigation elements
increases chance of form submittal.
Landing Page Optimization
Offer must be valuable enough
for a person to share their
personal information.
Optimizing the number of form
fields can significantly increase
form submittals.
Include a visual and a brief summary
of the benefits of the offer.

37. The Conversion Process
Contact Us Form
Sales Leads
Attract
Convert
Improve
Content
Search Social Media
Calls-To-Action
Attraction Content
Marketing Leads Nurturing
Thank You PagesLanding Page

38. CTA Examples

39. CTAs promoting eBooks get almost twice the
click-through-rate as emails promoting webinars.
Effective CTAs
CTAs in contrasting colors to the website
generate more clicks.
Using matching action verbs on headlines and
buttons is more effective than using different
words.
Matching CTA offers to the page’s subject and
visitor interest dramatically increases click
through.

40. Build Brand
part 3 – nurturing

41. Lead Nurturing
search
engines
ToFu MoFu BoFu

42. Calls-To-Action
Inbound Marketing Website
Traffic
Sources
Content
Conversion
Audience
Sales LeadsMarketing Leads Lead Nurturing
Sales RequestToFu Offers
Attraction Content Brochure Content
Search EmailSocial Media

43. Improve

44. Work smarter: Understand which activities
produce better value.
The Real Value of Metrics
Drive results: Maintain focus on key performance
indicators (KPI).
Gain an edge: Leverage unique insight via
intelligence gathering.

45. Install Google Analytics.
Getting the Most From Analytics
Use goals and valued events to measure all
valuable activities.
Tag users to track what key people are doing on
your site.
Use custom dimensions to track potentially
meaningful page and visitor attributes.

46. What provides
the most value?

48. Focus on KPIs

49. Insight through Intelligence

50. Marketing
Automation
Widgets & AppsSocial MediaAnalytics
Visitor Intelligence
Keyword scoring
Keyword rankings
ROI tracking
Network scoring
Clickback tracking
Campaign scoring
Clickthrough tracking
Inbound Marketing Website
Social shares
Comments
Video plays
Impressions
Clicks
Conversions
Traffic
Valued events
Goals
Segmentation
Page views
Conversions
Clickstream
Segmentation
Scoring
Traffic
Sources
Content
Conversion
Audience
Intelligence
Sources
Search Social Media Email
Attraction Content Brochure Content
Calls-To-Action
ToFu Offers Sales Request
Sales LeadsMarketing Leads Lead Nurturing

51. Open Enterprise Quick Start
www.resultsorientedweb.com/quick-start

52. THE RESULTS ORIENTED WEB ROADSHOW
resultsorientedweb.com
Releasing
Open Enterprise v4
Kick off
Aug 18th 6:00pm
The Molecule Effectgithub.com/levelten/oe4-pantheon

53. Thank you!
Tom McCracken
LevelTen Interactive
Director
Phone: 214.887.8586
Email: tom@leveltendesign.com
Twitter: @levelten_tom
Blog: leveltendesign.com/blog/tom
LinkedIn: linkedin.com/in/tommccracken