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CONTENT MARKETING SUCCESS STORIES: How Five Companies Generated Leads and Drove Revenue With Content MarketingINTRODUCTION Welcome and thank you for downloading this MarketingProfs introduction to content marketing. We’ve put together this report to help you understand what content marketing is and why it matters. After all, MarketingProfs is an expert on this topic. Our fearless leader, Chief Content Officer Ann Handley, literally wrote the book on content marketing: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars. So what does content marketing refer to? Think of blog posts, articles, website copy, emails to customers, whitepapers, webinars, case studies, podcasts, videos. What do those all have in common? To engage with their audiences, they need engaging and relevant content (or copy or writing or script—however you’d like to describe it). When valuable, helpful, credible content is available to customers or prospects at the right time in the right place, it can do amazing things for your company, including improving your bottom line. Find it hard to believe? Check out these results: • A business-to-business software company used content marketing to generate more qualified leads—and boosted revenue 38% • A national family-restaurant chain realized a 900% increase in Web traffic, and long-term loyalty, via a relevant and targeted email campaign that reached hearts by way of stomachs. • A law firm found its niche client base by developing thought-leadership content on the company blog. Continue reading this report to learn the basics of content marketing, and dive into five case studies showcasing how B2B and B2C companies have used content marketing with successful results. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 3WHAT IS CONTENT MARKETING? As you’ve probably figured out by now, content isn’t limited to long blocks of text. You have umpteen ways to structure your content so that it conveys your message and your story in the most interesting and digestible format. The more creative and diverse your presentation of that content, the better your chances of standing out. Let’s take a look at some of the more popular content forms so that you can begin creating ways to optimize your existing content while creating a range of new content that’s ready to meet the varied preferences of your audience: • Blogs: A company blog is a great place to experiment and develop your voice. It can also serve as the hub of your content marketing program, because it is the one platform (aside from your website) where you have complete ownership and control. • Articles: Sure, you know what articles are, and perhaps you’ve already penned one or two (or a dozen). But where have you been publishing them? In addition to posting your articles on your website or blog, or sending them out in your newsletter, consider that many media outlets and industry publications are hungry for contributed content. Sharing your articles with these chan- nels is a great way to get noticed and build bridges to new audiences. Those articles can then serve as reference support on a Wikipedia page, or they can be republished as a Knol (http:// Of course, external channels and publications often stipulate that the content published there be exclusive to them, and they may limit your right republish. Although that means giving up some control over your content and allowing the publishing site to reap the SEO rewards, it can also mean third-party validation of your content and more inbound links to the content on your own website. • Wikipedia and Wikis: Are there Wikipedia articles devoted to your company, brand, or product? If not, create them. Wikipedia is often considered a trusted resource and its pages rank well with the search engines. Naturally, you have to make sure that your entries conform to the standards ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 5WHAT IS CONTENT MARKETING? of Wikipedia, which means, among other things, that the subject (e.g., your company) be note- worthy, that the article feature links to external sources (and not just to your website), and that it read like an encyclopedia article, not an advertisement. At the same time, there’s no reason not to build your own wiki and (for example) host a communal encyclopedia of terms and trends for a particular industry (such as yours). • Whitepapers: A whitepaper, in the online world, is a downloadable file (usually a PDF) that takes a deep dive into a particular issue, topic, or trend with the intention of educating readers so that they can make more informed business decisions. Traditionally, whitepapers have had the look and feel of the research papers you might have written in school (well, grad school), and they have served for years as intriguing lead-gen bait (especially in the tech and professional services worlds). The key to producing successful whitepapers is, in a nutshell, to provide original insight or practical information on topics relevant to your audience. Buyers tend to rely on whitepapers during the research phase, which makes buyers’ guides that detail and compare the features and benefits of a certain category of products particularly attractive. • E-books: E-books are similar to whitepapers in that they serve as educational resources—but in a less formal way, which means you can have more fun with the content and presentation (while remaining professional, of course). Approach your e-book more as an informational short story than as a research paper, and enhance it with infographics and embedded media. It will be a lot more entertaining to read that way and, if done right, more shareable. • Online seminars and workshops: Another way to serve up educational content is online seminars (webinars) and workshops. Like whitepapers, webinars are used by buyers to research products and vendors, and it’s common for seminar attendees to register in advance and supply contact information in order to gain access to the seminar or workshop. Whether you choose to collect in- formation or not, the content you provide should be useful and informative and not just a blatant lead-gen ploy. Webinars can certainly be effective marketing tools, but they are not for the faint of heart; they can be a lot of work, and plenty can go wrong even when they’re well-planned. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 6WHAT IS CONTENT MARKETING? But despite the logistical challenges, webinars are a versatile type of content that can be easily repurposed into (a) blog posts that review the main points and answer questions gathered during the live event; (b) dedicated microsites featuring materials from the webinar and related content; (c) slide presentations syndicated via sites such as SlideShare ( • Case studies: Customer success stories are an excellent way to demonstrate the virtues of your product or service. When the story is told in a meaningful way and it addresses real issues that potential customers are facing—and when it provides practical advice rather than a sales pitch— it can say a lot about your expertise and everything your company has to offer. But remember: Rather than focusing on you and your product, case studies should always focus on the customer, emphasizing the successful outcomes that the customer achieved. • Photos: It’s been said that when photos accompany blog posts, those posts perform better than those without photos; however, increasing pageviews, likes, and “shares” is not the only reason for producing photographic content. Photos can be a great way to tell the story of your brand or explain your product development cycle or illustrate anything that might be important to custom- ers and clients. Photos also shine a light on the people behind your brand and help to personalize it. Go beyond photos of the management team or your corporate bloggers: Introduce your critical employ- ees—and, above all, your customers—to the world with pictures. Upload all your shots to Flickr (, share your albums on Facebook, and spontaneously post to Twitter using Twitpic ( • Video: Video is perhaps your best chance at going viral, but that certainly shouldn’t be your primary purpose for choosing this medium. Video is extremely engaging. It brings visuals, sound, and interactivity into your audience’s experience and enables you to demonstrate ideas and procedures much more quickly and clearly than words typically can. It’s also a valuable tool for educating people about the use of your products and allowing your subject-matter experts to show off their smarts. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 7WHAT IS CONTENT MARKETING? Like photos, videos can be used to record company and industry events and spotlight customers. And video doesn’t have to stand on its own—it is choice for spicing up your articles, blog posts, and e-books. Some sites such as YouTube and Facebook allow you to record directly to their sites using a webcam, but in most cases you will need a few tools to get started, including a camera (it doesn’t have to be expensive, but it should have an external microphone jack for good sound quality), a microphone, a tripod, and some decent lighting. Editing software, such as iMovie (, Movie Maker (http://, Camtasia (, or CamStudio (, is also helpful, unless you plan to use a live video format for interviews and the like. Additional resources you may want to look into include Ustream (http://, Livestream ( and qik ( for record- ing live-streaming video, and Wetoku ( for creating side-by-side video interviews. • Podcasts: Think of a podcast as your own radio show. It allows you to regularly present topical discussions and interviews with subject-matter experts. It can take the form of downloadable audio that you can make available on your site or, even better, in the iTunes Store. Not as hair- raising as webinars (unless you really go with the radio metaphor and stream it live—which has its benefits), podcasts nevertheless do require some technical expertise. For assistance on getting it right, check out PodcastAlley ( forumdisplay.php?f=108). From a programming standpoint, go with knowledgeable, articulate guests who, ideally, have some kind of audience to which they can promote your show. • Slides: Extend the life of your presentations by uploading and sharing them via sites such as SlideShare (, SlideRocket (, and Scribd ( Just make sure the content can speak for itself. A bulleted list of talking points can be confusing without the the accompanying dialogue or script. Your title slide is what ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 8WHAT IS CONTENT MARKETING? pulls people in, so give it an eye-catching design and intriguing title. • Infographics: Infographics depict processes, complex thoughts, or sets of data in ways that can be quickly understood, consumed, and shared. Browse the examples featured on Cool Infographics ( and Infographics Showcase (, then ask yourself this: What story or insight could we best communicate with a well-designed, info-rich graphic? Once you have a good idea, hire a gifted graphic designer to get it done. • Games: Online and mobile games are being used for brand engagement, and though they can be expensive to produce (we’re talking 30,000+) they do drive group consumption (since the fun is in competing with others, right?) as well as individual “addiction.” If structured correctly, games can motivate users to involve their friends in a way that goes beyond sharing a laugh or a snippet of breaking news. To grab that gold ring of mass adoption, however, you need to invest quite a bit in game theory and design. A few services are willing to lend a hand with that—for a fee—including Gameloft ( and GrinLock ( Check out the Facebook ( and iPhone ( developer portals for additional guidance and information. • Website content: Just because you’re pushing new and different stuff out there doesn’t mean your website copy should remain dry and lifeless. You need to continue winning over potential prospects when they venture to your site to learn more, so whip out those FAQs, product descrip- tions, and About Us pages and revise them with customer intent in mind. Provide the straightforward, easy-to-understand answers and facts they’re really after, not just a bunch of marketing-speak. Give your pages personality and make them friendly. And—always— make it clear how they can contact you directly for more information. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 9WHAT IS CONTENT MARKETING? • Curated content: There’s value in pulling together the best information available on a topic so that your audience can access it all at once. RSS feeds and listening tools such as Google Alerts make it easy for you to tap into that content as it becomes available. There are also Web-based platforms, such as Curata (, that allow you to build websites of curated content. Note that curated content—usually consisting of 100-or-so-word excerpts and links back to the original sources—does best when it is presented alongside your own original content, including commentary on, and responses to, the curated content you are sharing. • User generated content: Remember, your own customers and fans can be fabulous and influen - tial content producers. Inevitably, their opinions will carry more weight than yours, since theirs is independent and unbiased. Favorable reviews, ratings, testimonials, and endorsements are gold (for SEO, too) and can be integrated into your other content, even when gleaned from third-party sites (with proper permission, of course). You can sometimes get customers to contribute content simply by asking (“Send us a picture you took with the camera you just bought from us”); but if you want a lot of submissions, consider running a contest or a crowdsourced project, either on your own or with the help of an applica- tion such as Wildfire ( Excerpted from Content Machine: The Street Guide to Building a Successful Content Marketing Program in 7 Weeks, a MarketingProfs How-To-Guide. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 10CASE STUDY 1: INTELLITACTICS INC. How a B2B Company’s Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38% by Kimberly Smith Company: Intellitactics Inc. Contact: Pam Casale, chief marketing officer Location: Reston, VA Industry: Software Annual revenue: Confidential Number of employees: 90 - Quick Read When Reston, VA-based Intellitactics, a provider of security incident and events management (SIEM) solutions, wanted to increase lead generation, it had to confront today’s reality: Prior to contacting any vendor, prospects are relying on the Internet to research major purchases. To work its way into that early-research stage, the company first focused on creating a library of vendor-neutral information, then used that content as bait to attract potential prospects. It also used Manticore Technology’s automation platform to track which recipients were interested in which content, and employed a scoring methodology to pinpoint precisely when those prospects would be prime for a sales call. Only then was the lead given to Sales. That combination of timing and insight has resulted in a 33% higher lead conversion rate and 38% increase in revenue year over year. Challenge Intellitactics specializes in security incident and event management (SIEM) products that help com- panies achieve cost-effective regulatory compliance, mitigate risk by automating security operations, and accelerate incident resolution to ensure the availability of critical business services. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 11CASE STUDY 1: INTELLITACTICS INC. In April 2008, the company unveiled Intellitactics SAFE, a suite of security appliances designed to It’s no secret that more and more assist in log management and compliance and decrease the number of security- and compliance- companies have been turning to the related incidents. Internet to research and evaluate products on their own and gather insight and With a significantly lower price point than previous lines, Intellitactics SAFE had the potential for broader market appeal, but the company now needed to get the word out to a larger audience and recommendations from other users before generate new leads without exponentially increasing marketing costs. contacting vendors of interest. The pressure to attract new leads was also coming from the company’s then-recent transition from a purely direct sales approach to a fusion of direct and third-party sales, compelling Intellitactics to also make good on its commitments to new partners. Concurrently, the company decided to increase lead quality, not just volume, to help partners and internal sales improve productivity and usher a higher percentage of leads into the active sales cycle. Campaign Because of its lower price point, the Intellitactics SAFE line not only appealed to a larger market segment but also shortened the sales cycle. To maximize its opportunity, Intellitactics determined that it needed to engage prospects earlier in the buying/selling process. It’s no secret that more and more companies have been turning to the Internet to research and evalu- ate products on their own and gather insight and recommendations from other users before contact- ing vendors of interest. “They’re like anonymous buyers halfway through the traditional definition of a sales cycle,” noted Intellitactics Chief Marketing Officer Pam Casale, who realized the opportunity in educating and build - ing a connection with prospects during that initial stage. Accordingly, Intellitactics took a whole new approach to content, said Casale. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 12CASE STUDY 1: INTELLITACTICS INC. To differentiate its solutions from those of the 22 companies with which it competes, the company “We chose the path of knowledge-sharing. enlisted the help of noted experts in the security field to develop fact-intensive whitepapers, podcasts, Our content wasn’t u fl ffy, and it wasn’t and other content designed to assist prospects in educating themselves on SIEM issues and solutions, heavy-handed.... Our differentiation was with the hope that prospects would then be predisposed to trying the Intellitactics product. in getting prospects to understand the “We chose the path of knowledge-sharing,” explained Casale. “Our content wasn’t fluffy, and it wasn’t product and what they would do with it heavy-handed.... Our differentiation was in getting prospects to understand the product and what after the purchase was made.” they would do with it after the purchase was made...the problems they were going to anticipate, and how to solve those problems regardless of whether they were using us or another solution.” The company then used Manticore Technology’s automation platform to build targeted email outreach campaigns that contacted prospects every six to nine weeks and alerted them to the availability of a specific piece of content. (Prospects included leads previously put on hold because they had not yet been ready to buy, as well as those newly brought in via search engines and AdWords marketing, tradeshows and events, select list purchases, etc.) The Manticore platform went on to track and score recipients according to response and behavior toward those communications. When a prospect reached the appropriate point value predetermined to signify a qualified lead, only then was that prospect flagged and passed on to either the sales team or one of the Intellitactics sales partners. In addition to passing along only qualified leads, the system provided the company ’s sales reps with insight into prospect behavior, including which pieces of information they had potentially read, thus allowing for more intelligent and informed initial contact and the ability to accelerate the sales cycle. Results Intellitactics has realized a 171% year-over-year increase in qualified leads through this program. Furthermore, the conversion rate for qualified leads that move from opportunities into the active sales cycle has increased year over year from 42% to 75% and continues to trend upward. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 13CASE STUDY 1: INTELLITACTICS INC. Revenue increased 38% between 2007 and 2008—an achievement Casale said is particularly Intellitactics was able to get its brand in noteworthy considering the Intellitactics SAFE line’s much-lower price. front of potential prospects and plant the seed of trust early in the decision- making process by providing the types Lessons Learned of information those customers were Offer valuable content as a means of demonstrating your own value Intellitactics was able to get its brand in front of potential prospects and plant the seed of trust early themselves seeking: unbiased content in the decision-making process by providing the types of information those customers were themselves intended to educate and inform about SIEM seeking: unbiased content intended to educate and inform about SIEM solutions in general. solutions in general. “People are skeptical when a whitepaper is about a product instead of a process,” said Casale. “I’m betting we got points from prospects for providing information in a vendor-neutral way.” Conserve your sales resources for when the moment is ripe Tracking prospect behavior and allocating point values provided an objective means of identifying a qualified lead and enabled Sales to focus its efforts on only the most promising of candidates. The system also equipped Sales with the insight to make strong first impressions and streamline the sales process by understanding prospects’ specific needs before a conversation was even initiated. Invest in technology if it will lead to a competitive edge that results in profits In today’s economy especially, nobody wants to spend more than necessary, but the Intellitactics example illustrates how smart investments can more than make up for their costs. Using Manticore’s automation platform, Intellitactics not only brought in a much higher number of leads but also ensured that those leads were active before passing them along to sales. That, in turn, led to a 200% increase in the sales team’s phone connection rates, a condensed sales cycle (Intellitactics reports an approximate 30% decrease in length), and a satisfied sales team, to boot. The company has also been able to reduce its marketing spend 25% as a result of this program and was able to achieve breakeven ROI on the technology just two months after implementation. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 14CASE STUDY 1: INTELLITACTICS INC. Have you found a clever way to decrease marketing spend and still boost sales? Tell us about it. Email Related Links • Intellitactics site: • Manticore Technology site: Intellitactics learned that providing unbiased content for prospects can be a great way to generate qualified leads. MarketingProfs PRO Members can check out Bringing New Color to the Gray World of Whitepapers LQWKH0DUNHWLQJ3URIV/LEUDU\WRGLVFRYHUZD\V\RXFDQLPSURYH\RXUZKLWHSDSHUV to increase their effectiveness. PRO Members may also enjoy viewing How to Make Your B-to-B Website a Lead Generation Machine in the MarketingProfs Seminar Library. We hope those resources help you optimize your lead-generation efforts. Excerpted from . ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 15CASE STUDY 2: ROBERTS & DURKEE, P.A. How One Company’s Thought-Leadership Content Is Driving New Business, Exposure by Kimberly Smith Company: Roberts & Durkee, P.A. Contact: C. David Durkee, Partner Location: Coral Gables, FL Industry: Law Annual revenue: Confidential Number of employees: Confidential - Quick Read In June 2010, The Wall Street Journal reported a surge in social media use by law firms interested in connecting with potential class-action plaintiffs. If you were to take a close look, you’d see that many of the approaches used present viable marketing lessons for businesses of all types. Take, for example, the case of Roberts & Durkee, P.A., a Florida-based firm. It has effectively created widespread public awareness around the problem of toxic Chinese drywall and has assisted affected homeowners on multiple levels while generating valuable exposure for the firm and facilitating rela - tions with potential clients. Not all businesses can easily link their marketing efforts to this particular problem, but the firm’s strategy, along with the individual tactics pursued, offer some best-practices for launching a well- trafficked corporate blog and establishing yourself as a trusted authority in the marketplace. Challenge The United States began importing drywall from China in 2001 because of supply shortages during the housing boom. The product looked normal but let off foul, toxic emissions that may have caused myriad health problems among those whose dwellings used the drywall. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 16CASE STUDY 2: ROBERTS & DURKEE, P.A. Following a series of hurricanes in 2004 and 2005, including Hurricane Katrina, massive rebuilding Step 1 was being able to communicate efforts in the Gulf states led to a high concentration of contaminated homes in the region, where with the public in mass volume: “We have warm, humid temperatures only worsen the issue. a very specic fi , very educated group of people who are going through the biggest Residents, many of whom poured their life savings into their new homes, started suffering respiratory problems, headaches, and other afflictions. In some cases, household appliances began breaking crises of their lives, all with the same needs, down from the toxicity, and their silverware turned black. all needing the same information… and I needed to be able to get that information When the source of the problem was pinpointed, residents learned that the only remedy is to completely gut their homes—a costly and time-consuming process that insurance companies are reluctant to cover. out in public very quickly.” Many of those homeowners were quickly overwhelmed, with little access to ready answers as to how to proceed or where to turn for help. Attorney C. David Durkee, a partner at Roberts & Durkee, was intent on helping, but he also knew this would be no ordinary civil-litigation suit. “This is mass litigation involving people with very acute needs that cannot be addressed by a plod- ding court system,” he said. “I knew this would require advocacy outside of the courtroom and have much more far-reaching effects than what we normally do.” “This situation involves families living in toxic environments, and we were going to have to try to ad- vocate and clarify certain laws as far as tax codes, property tax codes, building codes, even whether people would be able to keep their insurance. We knew from the start it would be a long, hard fight,” he explained. Step 1 was being able to communicate with the public in mass volume, Durkee said: “We have a very specific, very educated group of people who are going through the biggest crises of their lives, all with the same needs, all needing the same information… and I needed to be able to get that informa- tion out in public very quickly.” ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 17CASE STUDY 2: ROBERTS & DURKEE, P.A. “In the old days, if we wanted to accomplish that, we would have had to go to the media and hope “If you feel you’re an expert in the area, somebody listened, hope that that message would get out there,” Durkee explained. don’t spend three years g fi uring it out,” Hart advises. “Buy your URL, plant yourself, and But Jolie Balido-Hart and Jacques Hart of Roar Media, a Miami-based digitally minded public- start moving forward.” relations (PR) firm, let Durkee in on a not-so-little secret: Today, there is a quicker, better way of informing the masses. Campaign Led by Roar Media, Durkee’s communication strategy involved launching an informational blog and resource website. The following five-step plan helped make the campaign a success. Step 1: Be quick to market In spring 2009, when the connection between Chinese drywall and public health issues was becom- ing apparent, Durkee wasted no time in devising a plan and registering the campaign URL: www. “If you feel you’re an expert in the area, don’t spend three years figuring it out,” Hart advises. “Buy your URL, plant yourself, and start moving forward.” Step 2: Generously offer relevant information of value first and foremost Both the blog and resource site are designed to be content-rich, with useful information that benefits all affected parties, not just the firm’s clients. Content is in English and Spanish, and includes an overview of the issue and historical information, current and breaking news, a current assessment of the situation facing homeowners, and details of their legal rights. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 18CASE STUDY 2: ROBERTS & DURKEE, P.A. To stay abreast of any new announcements or trends, Roar Media set up Google alerts for 50 Chinese The comprehensive information offered via drywall-related terms, all of which are directed to a shared RSS reader so that both Durkee and the the blog and site helped to position Durkee Roar Media team can quickly collaborate and post new information as soon as it’s available. as a credible go-to source for information on the issue. That helped Durkee gain For example, one of Durkee’s blog posts covered an important IRS clarification regarding tax deduc - tions for losses sustained because of the crisis and included a scanned image of the letter from traditional-media coverage, in turn resulting Florida Senator Bill Nelson that affected parties should take with them when discussing the issue in more credibility for the r fi m. with their accountants. “It is proof of that authority, not just ‘Durkee told me,’” Durkee explained. “We were able to get it online and make it available to everyone for free almost immediately.” For business purposes, a contact form was conveniently placed in the left margin for visitors who have additional questions or are interested in acquiring legal representation based on the information provided. Step 3: Work with the press Roar Media embarked on a full traditional PR campaign, raising awareness for the issue in general, as well as for Durkee, his firm, and the newly launched blog and site. The comprehensive information offered via the blog and site helped to position Durkee as a credible go-to source for information on the issue. That helped Durkee gain traditional-media coverage, in turn resulting in more credibility for the firm. “Credibility is important for building trust with visitors, and the media coverage we received went a long way in providing that,” Durkee said. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 19CASE STUDY 2: ROBERTS & DURKEE, P.A. Durkee makes himself available for all media interviews, no matter how last-minute. He also works Search engines are often the r fi st place with Roar Media to ensure his media presentations resonate with the general public and don’t people turn to when seeking information become weighed down with jargon that could cause people to tune out. on a major issue, so both paid-search advertising and search-engine optimization Step 4: Focus on SEO (SEO) were employed, with SEO eventually Search engines are often the first place people turn to when seeking information on a major issue, so replacing paid search once the site’s natural both paid-search advertising and search-engine optimization (SEO) were employed, with SEO eventu- ranking started to rise. ally replacing paid search once the site’s natural ranking started to rise. SEO has gone beyond incorporating commonly searched terms into the site’s content. For example, Roar Media uploads all media coverage featuring Durkee to the site so that those stories will continue to be accessible if the media outlets later remove them from their own sites. It also optimizes any video clips by including popular terms in the associated meta tags and descrip- tion tags. Metadata for each page, such as the URL strings on top and all H1 and H2 tags, is simi- larly optimized. Moreover, the company reaches out to the media to request that Durkee’s resource site be linked within their stories, thereby collecting quality links that help boost the site’s natural rankings. “On-page optimization accounts for about 10% of a good SEO program. The rest is link popularity and link building,” Hart said. Step 5: Use social-networking tools to spread the message further Durkee also uses his personal Twitter account and a campaign Facebook page to draw attention to new blog posts and breaking news featured on the site. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 20CASE STUDY 2: ROBERTS & DURKEE, P.A. Results These content marketing efforts have also helped the r fi m and the Chinese-drywall Durkee’s blog and resource website now consistently rank in the top 10 organic search results for issue in general to gather more press related keywords, and they receive an average of 3,000 to 4,000 monthly unique visitors—who, for attention. TIME magazine, ABC World News, the most part, hang out and read the information posted rather than quickly clicking off, indicating that the appropriate market is being reached. The Wall Street Journal, The Associated Press, and CNN’s Lou Dobbs, among others, Since the launch, affected homeowners have reached out to the firm in droves, resulting in more than have featured or quoted Durkee. 150 new cases to date. “We probably get about 50% of our leads through the blog and website, which are very important in helping people get in contact with me,” said Durkee. These content marketing efforts have also helped the firm and the Chinese-drywall issue in general to gather more press attention. TIME magazine, ABC World News, The Wall Street Journal, The Associated Press, and CNN’s Lou Dobbs, among others, have featured or quoted Durkee in their coverage of the issue. The blog and website “ to find this information and get it even more publicized,” Durkee said. Above all, this level of coverage has helped Durkee’s firm and the victims of the crisis make important strides. For example, when Citizens Insurance, which is the last resort for homeowners who are denied cover- age by private insurance companies, announced it would no longer renew coverage for contaminated Florida homes, the blog was immediately updated with a story of how one homeowner was being canceled with nowhere else to go—a situation that would likely lead him to lose his home since a lack of insurance would violate his mortgage policy. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 21CASE STUDY 2: ROBERTS & DURKEE, P.A. The story was picked up by several media outlets that encouraged their audiences to call on the Content rules. Good content drives inbound state’s governor and other key contacts to act. Within the month, Citizens Insurance altered its entire links, site trafc fi , and views, all of which policy for the state of Florida, enabling affected homeowners to renew their insurance. boost natural search rankings, which increases trafc fi , which... It’s a synergistic “It was one of my proudest moments,” Durkee recalled. “Without even walking into a courtroom, we created a huge change for these victims, who otherwise would have been forced into foreclosure. It is cycle that begins with the quality of the true testament to the power of how a blog can be utilized.” content you put out there. So make it good. Lessons Learned A thoughtful blog can bestow thought leadership. Follow Durkee’s lead and impart useful knowledge to position yourself as a credible source for potential clients, the media, and anyone else looking for a good spokesperson. Don’t forget to keep that content current with regular updates so that people continue to use it as a trusted resource. Also, put some effort into optimizing that content, and the site it’s posted on, for search visibility. Blogging can save you time. Durkee found that by providing all this information in one place that was easily accessible to all, he could answer many people’s queries at once. Many clients became accustomed to checking the blog first when they had a question , which enabled Durkee to spend more time focusing on the cases themselves and allowed clients to gather what they needed whenever it was most convenient for them. Moreover, as more content was added and optimized, the site’s natural search rankings rose, which helped to steer new clients and publicity in Durkee’s direction without additional PR or ad spend. Content rules. Good content drives inbound links, site traffic, and views, all of which boost natural search rankings, which increases traffic, which... you get the idea. It’s a synergistic cycle that begins with the quality of the content you put out there. So make it good. ©2011 MARKETINGPROFS LLC • ALL RIGHTS RESERVED. 22

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