Content marketing tactics to increase traffic, engagement, drive conversions, leads and sales. The deck features B2C and B2B content marketing tactics to increase website traffic and engage customers. It will suggest proven content ideas like white papers, infographics, e-books, shoppable e-magazines etc as ideal ways to engage visitors, drive website conversions and build media coverage.

1. Content Marketing
tactics to grow
traffic
Presented by Polkadot Digital

2. What the hell is
content marketing
anyway?
Content marketing is the marketing and business
process for creating and distributing relevant
and valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.
Your customers don’t care about you, your
products, your services…they care about
themselves, their wants and their needs.
Content marketing is about creating
interesting information your customers are
passionate about so they actually pay
attention to you.
(Content Marketing Institute definition)

3. Content
marketing
strategy
Objectives
Metrics
Brand guidelines
Buyer Personas
Content matrix
Syndication & Promotion

4. Key objectives:
Secure links from 10 credible
publishers
Increase traffic by 25% in 6
months
Double newsletter
subscribers in 5 months
Secure 5,000 social media
impressions
Obtain 15 leads in 6 months
Rank on the first page of
Google for ‘dress’ by Apr

5. Key metrics:
Social engagement
Referrals & backlinks
Enquiries
Leads generated
Blog comments
Newsletter subscriptions

6. Blog posts

7. Content Generation
Begin with keyword research to create SEO friendly copy that will also appeal to
readers. By content mapping for customers at different stages of the buying cycle you
can create more targeted content. Content sources like social media, blogs, Google
Alerts/Trends and pop culture in general is always a good start but remember to
produce content that is on brand.
Content types
Case studies, How To guides, Top Ten lists, interviews, templates and features.
Syndication and Promotion
Inbound, Stumble Upon, Quora, Medium, HubPages, Reddit, LinkedIn Pulse, Facebook
& LinkedIn groups, Business2Community, Biz Sugar, influencer outreach, industry
forums, newsletters etc

8. CREATIVE, ENGAGING & FUN

9. HOW TO GUIDES

10. Whitepapers

11. Thought Leadership
Thought leaders are the informed opinion leaders and the go-to people in
their field of expertise. They are trusted sources who move and inspire
people with innovative ideas; turn ideas into reality, and know and show
how to replicate their success.
Lead Capture
In online marketing, a landing page, sometimes known as a "lead capture
page" or a "lander", or a "destination page", is a single web page that
appears in response to clicking on a search engine optimized search result
or an online advertisement. ... Landing pages are used for lead generation.

12. MCKINSEY GIG ECONOMY REPORT

13. HUBSPOT LEAD CAPTURE

14. Infographics

15. Social engagement
Find a compelling and topical subject matter relevant to your industry and
find a creative way to visualise the data. Brands who tap into humourous
or newsworthy topics see a much larger increase in social impressions.
Accompanying content
Encourage wider media coverage by creating additional content to
supplement the infographic. If you’re in a niche B2B sector, a press release
is a great explainer piece for journalists.

16. PROTON MOTORS INFOGRAPHIC

17. Guest Posts

18. Build expertise & credibility
Own the narrative about your brand or industry by creating engaging
content that provides value to readers and establishes your expertise.
Pitching to publishers
For God’s sake do your research! Read the publication you’re pitching to
and ensure you get a feel for their editorial style and more importantly
make sure your pitch is strong and covering mostly uncharted territory on
their site.
Posting strategy
Consider your overall objectives and have a plan of action; who will you
contact, how many posts will you write, how will you promote those
posts?

19. SEM RUSH CASE STUDY

20. Slideshares

21. Post-event promotion
Ensure those who missed your presentation get to view it in their own
time; by uploading to SlideShare and sharing on social, your further
extending the reach of the deck to potential prospects.
Repurpose for blog content
Chop the deck up and squeeze out as much content as possible! Do a
highlights post, a FAQs post, a speakers roundup post etc.
Engage & follow up
Make sure there’s strong call to actions at the end of your deck and touch
base with event attendees. For those who watch and comment on your
SlideShare, for the love of God please respond and be helpful.

22. TOP SLIDESHARE DECK

23. Blogger Outreach

24. Influencer marketing
Tools like Buzzstream and Buzzsumo will help you find influencers in your
industry who are already talking about similar content. People are more
receptive to content from those they admire than brands, so spend time
on aligning the right influencer with your brand message.
Pitching & social outreach
Whether it's a campaign, event or press release, you will need a targeted
lists of bloggers and press to outreach. Take time to craft a compelling
pitch email, preferably offering an incentive and refer to tools like Open
Site Explorer to monitor any links in the post outreach stage.
Media opportunities
Live on Twitter and refer to #prrequest #journorequest hashtags

25. MILLENNIUM HOTELS

26. Shoppable Magazines

27. Combine content with commerce
Ecommerce brands must become publishers and employ journalistic
tactics to create content that will encourage customers to move through
the buying cycle. Tools like Styla and ZMags allow brands like Net A
Porter to enable customers to shop directly from a feature page. This
helps drive conversions and click through to key product pages that could
do with a boost in rankings.
Editorial or Advertorial?
Customers are clever enough to know when they are being sold to so
don’t patronise them! You can however blur the lines between content
and advertising with a campaign that is customer centric and avoids a
hard sell at any cost.

28. NET A PORTER & TESCO

29. Microsites

30. UGC Content Hub
Build a dedicated home for all your brand’s content and encourage
customers to create their own content too. By developing a community
with shopping haul uploads, social media feeds and practical shopping
guides, you can have your own merry band of brand evangelists without
parting with a single penny.
Microsite
As it’s separate from your main site, you can use different branding to
reach new audiences. You can highlight a specific campaign, target
specific buyer personas, tell a short story or inspire a specific call-to-
action. It is a great lead generation tool and should ultimately drive users
to one specific action you want them to perform.

31. HOUSE OF CARDS - NETFLIX

32. ASOS UGC CONTENT HUB

33. Top content
marketing blogs
Content Marketing Institute
Hubspot
Kissmetrics
Moz
Convince & Convert
Contently
Inbound
Top Rank

34. Key takeaways
Create a content marketing strategy
with goals and metrics
1. Produce a variety of different
content types to appeal to all
buyer personas
Promote the hell out of your content
to everyone and his dog
Wash, rinse and repeat - you’re in it
for the long haul!

35. How Polkadot
Digital can help
Copywriting
Social media management
Public relations
Bespoke strategies
Workshops
Consultations