BlueChip CMO Breakfast Series: Communication for Market Leaders

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BlueChip's CMO Breakfast series brings together financial services communication leaders to discuss the issues that matter to them. ...

BlueChip's CMO Breakfast series brings together financial services communication leaders to discuss the issues that matter to them.

Content marketing leader Todd Wheatland lead the discussion on content marketing.

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  • SPOKESPEOPLEWherever possible, a piece of content should have an author. For blogging, community engagement, expert positioning, event tie-ins, book publishing, etc.
  • When did credit card companies start turning into media companies? It's been happening for years, but American Express has done a bang-up job of turning its business and money expertise into actionable content for entrepreneurs — an influential subset of Amex’s total user market — with OpenForum.com.Open Forum offers tools for small businesses, many of which have tie-ins with Amex products, but the site is also dedicated to hosting insightful and engaging content about the many facets of running a business. Useful content is produced by publishers like Inc. Magazine (as well as Mashable), and hosted on OpenForum.com, while other articles are created by in-house Open Forum writers. It’s a hybrid advertising/guest blogging/in-house editorial operation, and it’s fostering a community around the topic of running a business. All of the conversations and content in the community live under the American Express flag.Lessons from Open Forum’s content marketing include the following:- Get trusted contributors to publish guest content on your properties.- Develop a community of users around a topic (rather than around your brand), and let your brand be the host of the community.- Don’t neglect original content authored by you. (You want to be the host and an expert).
  • When personal finance startup Mint launched in 2006, it was quickly thrown into competition with web startups like Wesabe, and established juggernauts like Quicken. Three years later, the company is a market leader in online personal finance and sold to Intuit for $170 million.Mint owes much of its user adoption and brand success to its aggressively intelligent content strategy. Unlike the half-hearted, months-between-updates blogs that most businesses keep, Mint’s blog “MintLife” was a core part of the company’s operation. Mint dedicated significant resources to its blog, including a full time editorial staff and a slew of freelance contributors. It invested time in social news sites like Reddit and Digg, and after months of seeing consistent, quality Mint content, readers in those communities began trusting Mint as high quality, reliable, and cool to share. Eventually, those users turned into Mint customers, even advocating Mint in their personal networks.News and tips posts, link roundups, slideshows, videos, and infographics were all key components in Mint’s content strategy, and they were held to a strict editorial standard. By establishing itself as a smart resource that was easy and accessible to the financially curious, Mint was able to leverage its content credibility to convert readers into buyers of its actual product.Mint is consistently lauded as a pioneer in successful blog content marketing. Big takeaways for attaining Mint-like success include the following:- Dedicate resources to content (whether paying outsourced/contributed writers or in-house editors).- Enforce high quality editorial standards on all content types (writing, illustration, video).- Share content smartly through social channels.- Remember consistency and patience in building up an audience.

BlueChip CMO Breakfast Series: Communication for Market Leaders BlueChip CMO Breakfast Series: Communication for Market Leaders Presentation Transcript

  • CONTENT AUDIT
  • INTERNAL ENGAGEMENT IDEA INPUTS EXTERNAL VOICES TARGET PRODUCTION & The Content PACKAGING Marketing Process CLOSED-LOOP DISTRIBUTION & ANALYSIS PROMOTION LEAD MANAGEMENT
  • AUDIENCES & C – SUITEPERSONAEXPLORATION STRATEGY WORLD PERM CONTINGENT WORLD WORLD HR PROCUREMENT
  • C – SUITETOPIC HIERARCHIES Strategy Leadership Total Talent Workforce Management Management Workforce Supply Chain Talent Sourcing HR PROCUREMENT
  • TOPICS
  • FUNDING
  • STRUCTURE
  • Monthly - No advertising UVs - Social promo - SEO+350%
  • MODEL ELEMENTS 01. SPOKESPEOPLE
  • 02. CONTENT FAMILY /ATOMIZING
  • MODEL ELEMENTS 03. BE AN EDITOR
  • MODEL ELEMENTS 04. KILL THE CHEERLEADERS
  • MODEL ELEMENTS 05. COMMUNICATE NON-STOP
  • CHALLENGES 01. OUTPOST MANAGEMENT
  • CHALLENGES 02. POLITICAL RISKS
  • CHALLENGES 03. SALES PROCESS