10 Top tips to increase your influence by applying content marketing, plus a case study of one of UK's top charities.

1. Photo by geezaweezer - Creative Commons Attribution License https://www.flickr.com/photos/33909206@N04
Created with Haiku Deck

2. Tip 1: Content marketing is a conversation
between friends
www.felinequanta.com
DO
NOT
try
to
“sell”
DO
NOT
try
to
convince
DO
listen
DO
engage

3. Tip 2: Place content at the centre of your strategy
Email
Content
PR
Paid
Offline
Social
SEO
Four
steps
for
a
successful
content
marke8ng
strategy
• Create
own
content,
curate
content.
Examples:
white
papers,
webinars,
presenta3ons,
infographics
• Distribute
content
across
social
(FB,
YouTube,
etc.)
and
amplify
(TwiFer)
• Use
content
to
drive
inbound
traffic
and
improve
SEO
• THEN,
iniJate
PR,
Email
campaigns,
Offline
and
Paid
Media.
See
also:
hFp://www.slideshare.net/felinequanta/publisher-­‐the-­‐new-­‐marketeer
www.felinequanta.com

4. Tip 3: Influence your space to get ZMOT
www.felinequanta.com
“Zero
Moment
of
Truth”
(ZMOT)
is
when
people
hear
good
things
about
you
from
their
peers.
To
achieve
that:
• Get
social
• Be
a
thought
leader
• Have
conversaJons
on
line
• Use
LinkedIn
Groups
• Retweet
and
favourite
• Share
your
knowledge
and
experience

5. Tip 4: Apply 4E Model
www.felinequanta.com
Think
of
your
content
in
four
dimensions:
Educate:
inform
your
audience
about
your
space
Engage:
have
a
conversaJon
with
those
who
are
really
interested
Excite:
deliver
a
soluJon
your
audience
wants
or
needs,
and
moJvate
them
to
act
Evangelise:
maintain
relaJons,
idenJfy
your
evangelists
and
support
them

6. Tip 5: Align your Marketing and Sales Leads
Digital
channels:
Own
(NewsleFer,
FB,
LinkedIn,
TwiFer,
Blog)
&
Other
(e.g.
other
bloggers,
naJonal
media,
etc.)
+
Paid
(adverJsing)
+
other
EDUCATE:
blogs,
videos,
newsleFer,
infographics,
etc.
ENGAGE:
e-­‐books,
webinars
etc.
EXCITE:
Product
offers,
free
trials,
etc.
EVANGELISE:
buying
&
Sharing
MQLs
SALs
Word-­‐of-­‐Mouth
SQLs
www.felinequanta.com
Your
“MarkeJng
Qualified
Leads
(MQLs)
are
ocen
rejected
by
sales.
So
here’s
what
to
do:
Introduce
“Sales
Agreed
Leads”
(SALs)
as
a
step
in
a
validaJon
process
towards
“Sales
Qualified
Leads”
(SQLs)
Apply
the
4E
Model
in
the
MarkeJng
&
Sales
Funnel.
Use
digital
tools
to
harvest
MQLs
and
validate
them
as
SALs

7. Tip 6: Increase your ROI by digital integration
ROI
www.felinequanta.com
Ensure
your
content
is
shared
across
all
your
digital
properJes,
Jmely
and
coherently
Ensure
same
keywords
across
all
digital
markeJng
and
communicaJons,
to
drive
SEO
A/B
Test
everything
Iterate
and
conJnuously
opJmise
your
content

8. Tip 7: Branding is story telling
See
also:
felinequanta.com/brand-­‐is-­‐the-­‐emoJonal-­‐signature-­‐of-­‐an-­‐idea
www.felinequanta.com
Your
charity’s
brand
is
an
emoJon
EmoJons
are
evoked
by
stories
Write
the
story
of
your
charity
Share
the
story
(as
it
develops)

9. Tip 8: Give fewer choices to increase
conversions
www.felinequanta.com

10. Tip 9: Frame your messages
www.felinequanta.com
Use
the
CommunicaJon
Triangle
to
frame
your
communicaJons:
Explain
the
issue
Explain
why
should
your
audience
care
Tell
them
what
to
do
(“Call
to
AcJon”)

11. Tip 10: Empower your volunteers to create
content
www.felinequanta.com
Your
people
are
the
greatest
asset
Empower
them
to
drive
your
content
machine
Invite
them
to
become
bloggers
and
digital
community
leaders
Make
it
easy
for
them
to
share
your
content
with
their
networks

12. Case Study
Who
are
Helplines
Partnership
1. UK’s
AssociaJon
of
helplines
2. RepresenJng
300
members,
50,000
employees
and
volunteers
who
respond
to
60
million
calls
per
year
3. Revenue
streams:
trust
fund,
membership
fees,
training
and
consulJng
fees
What
Challenges
they
faced
1. To
increase
membership
2. To
increase
revenues
from
training
and
consulJng
3. To
expand
internaJonally
www.felinequanta.com

13. 1. Social
Media
AcJvaJon:
TwiFer,
Flickr,
Facebook,
LinkedIn,
YouTube
2. Training
of
personnel
as
community
managers
and
content
creators
3. Alignment
of
feeds
across
all
digital
properJes
4. Redesign
of
website
and
integraJon
to
CRM
(MS
Dynamics)
5. Development
of
content
(blog
posts
and
eBooks)
and
placing
it
as
central
to
markeJng
communicaJons
and
strategic
communicaJons
6. Share
content
across
social
media
and
refine
reach
7. Design
and
launching
of
a
targeted
newsleFer
to
increase
top
funnel
visits
8. Linked
newsleFer
to
blog
and
eBooks,
to
collect
MQLs
(MarkeJng
Qualified
Leads)
9. Measure
funnel
conversions
and
iterate
content
to
increase
conversions
10. Linked
content
markeJng
results
(MQLs)
with
CRM;
and
markeJng
to
sales
via
SALs
(sales
Agreed
Leads)
and
SQLs
(Sales
Qualified
Leads).
www.felinequanta.com
Case Study
Feline
Quanta
CommunicaJons
designed
and
executed
the
following
integrated
digital
strategy

14. Example:
The
NewsleLer
ObjecJves:
1. To
increase
traffic
at
the
top
end
of
the
funnel
2. To
refine
reach
by
measuring
responses
3. To
collect
MQLs
Method:
Connect
newsleFer
to
blog
Connect
blog
posts
to
downloadable
arJfacts:
eBook
on
Members
Survey
eBook
on
Website
building
Infographic
on
Members
Survey
Measure
conversion
rates
for
each
step
Step
1.
NewsleFer
arrives
à
Clicks
to
a
blog
post
www.felinequanta.com
Case Study

15. Step
2.
Clicks
at
the
end
of
the
blog
post
à
Arrives
at
landing
page
Blog
post
linking
to
an
ar8fact
(an
eBook)
www.felinequanta.com
Case Study

16. MQL:
Capture
of
personal
data
in
order
to
download
ar8fact
Step
3.
Gives
personal
data
à
Downloads
arJfact
(the
eBook)
www.felinequanta.com
Case Study

17. Final
Step:
Thank
you
page
www.felinequanta.com
Case Study

18. Measuring
funnel
conversions
Step
1:
NewsleFer
arrives:
clicks
on
blog
posts
Step
2:
Clicks
on
blog
post
to
landing
page
for
arJfact
Step
3:
Gives
personal
data
and
downloads
arJfact
MQLs
www.felinequanta.com
Case Study
Two
Test
NewsleFers
produced
(September
2014,
October
2014)
Mail
Lists
were
validated
and
refined
As
a
result
“post
to
landing
page”
(Step
2)
conversion
rates
increased
by
266%
NewsleLer#1
NewsleLer#2
Mail
List
Reach
6335
2298
ArJfacts
3
2
NewsleFer
to
Post
3.40%
5.40%
Post
to
Landing
Page
26.30%
71%
Landing
Page
to
Download
40.90%
33.60%
Downloads
(MQLs)
47
39

19. Overall Results of executing digital marketing
strategy for Helplines Partnership
• Increased
SQLs
by
80%
• Improved
page
ranking
from
1/10
to
5/10
(SEO)
• Increased
social
media
engagement
by
500%
• Op8mised
and
Refined
Reach
by
266%
The
above
results
were
achieved
by
execu8ng
the
integrated
digital
strategy
over
a
3
month
period
with
Zero
ad
spend
www.felinequanta.com
Case Study

20. @zarkadakis
George
Zarkadakis,
PhD,
CEng
Digital
TransformaJon
Consultant.
For
more
informaJon
about
content
markeJng
for
chariJes,
please
visit
FELINE
QUANTA
Ltd
at:
www.felinequanta.com