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WHAT IS THE
MOST TALKED
ABOUT TREND IN
DIGITAL!
COMMUNICATIONS
FOR 2014?
CONTENT!
MARKETINGMAKING IT WORK FOR YOU
CONTENT MARKETING
IS CRITICAL FOR
ONGOING AUDIENCE!
ENGAGEMENT
@reeves501
@stoneward
#ABADigiContent
WHAT IS CONTENT MARKETING?
Content marketing is the art of communicating with your
listeners and viewers without selling.
...
WHAT IS CONTENT MARKETING?
Good content marketing makes a person
!
STOP!
LISTEN!
THINK and!
BEHAVE!
!
differently.
@reeves...
If you deliver consistent, ongoing valuable information to
listeners and viewers, they ultimately reward you with their
lo...
BRANDS ARE NOW
YOUR COMPETITORS
AS THEY SEEK TO
BECOME CONTENT
PRODUCERS IN THEIR
OWN RIGHT @reeves501
@stoneward
#ABADigi...
NEED PROOF?
@reeves501
@stoneward
#ABADigiContent
12 staffers with managing editor — a former TV journalist.
!
Attracts 1.2 million visitors a month.
@reeves501
@stoneward
...
Site managed by a former journalist.
!
Ratified as a news site by Google News.
@reeves501
@stoneward
#ABADigiContent
Site managed by a former journalist.
!
Provides content to WSJ CMO Today and
Fox Business News
@reeves501
@stoneward
#ABAD...
1 million Facebook followers.
!
336,000 Twitter followers.
@reeves501
@stoneward
#ABADigiContent
Led by a former AP journalist.
!
Content sent to Business Insider.
@reeves501
@stoneward
#ABADigiContent
Treatsie
Bourbon & Boots @reeves501
@stoneward
#ABADigiContent
HOW CAN YOU
COMPETE?
@reeves501
@stoneward
#ABADigiContent
!
READERS/LISTENERS/VIEWERS
SHARE THE CONTENT THEY THINK IS
COMPELLING.!
@reeves501
@stoneward
#ABADigiContent
WHY DO YOU HAVE A WEBSITE?!
@reeves501
@stoneward
#ABADigiContent
WHY DO YOUR LISTENERS & VIEWERS
VISIT YOUR WEBSITE?!
@reeves501
@stoneward
#ABADigiContent
IS THE CONTENT ON YOUR WEBSITE
ABOUT YOUR LISTENERS’ AND
VIEWERS’ CORE INTERESTS?!
@reeves501
@stoneward
#ABADigiContent
OR!
@reeves501
@stoneward
#ABADigiContent
IS IT ABOUT HOW GREAT YOUR
STATION IS?!
@reeves501
@stoneward
#ABADigiContent
WHAT MAKES YOUR STATION’S
CONTENT SO INTERESTING THAT !
PEOPLE WILL WANT TO !
TALK ABOUT IT AND SHARE IT !
WITH THEIR FRIE...
WILL PEOPLE SHARE AND SPREAD THIS
INFORMATION IN SOCIAL MEDIA?!
!
WILL THEY TALK TO THEIR COLLEAGUES
ABOUT IT?!
!
WILL THE...
THE HEART OF CONTENT
MARKETING IS MAKING CONTENT
WORTH SHARING.
@reeves501
@stoneward
#ABADigiContent
COMPARED TO TRADITIONAL
MARKETING CONTENT MARKETING:
• Is about the listener, not you.
• Pulls listeners in with relevant ...
WHY CONTENT MARKETING:
• 61% of consumers say they feel better about a company that
delivers custom content.
• 7 in 10 con...
PLAN!
CREATE / CURATE!
DISTRIBUTE!
BE FOUND!
RESPOND & CONVERSE!
MEASURE!
@reeves501
@stoneward
#ABADigiContent
PLAN
• What do you want to be known for? What can you be known
for?
• What are your listeners’ challenges?
• What kind of ...
CREATE / CURATE
• Be interesting, valuable, and educational. Too many people
create content that is self-serving and unint...
DISTRIBUTE
• Plan content distribution. Spend 20% of your time creating
content and 80% of your time distributing it.
• En...
BE FOUND
• Establish 30-50 keyword phrases relevant to your listeners,
and ensure these phrases are used in all of your co...
BE FOUND
• Update your website constantly with the fresh content so
Google keeps ranking your site higher for keywords and...
RESPOND & CONVERSE
• Establish a listening campaign to figure out who’s doing the
talking and what’s being said.
• Respond ...
MEASURE
• Which conversations drove traffic?
• What content and messaging converted most effectively?
• What audience segme...
CONTENT TYPES!
!
THINK CONTENT VARIETY BECAUSE NOT EVERY
TYPE OF CONTENT APPEALS TO EVERYONE.
!
SPECIFICALLY, 83% OF LEARN...
CONTENT IDEAS
• Articles
• Blogs
• Books
• Case studies
• Cartoons
• Catalogs
• Charts
• Email newsletters
• Ebooks
• Exhi...
TIPS!
@reeves501
@stoneward
#ABADigiContent
TIPS
• Use a variety of platforms
• Build content assets
• Tell stories people relate to
• Crowdsource content
• Curate co...
WHY CONTENT MARKETING:
LOYALTY!
!
SHARES!
!
REACH
@reeves501
@stoneward
#ABADigiContent
FINAL THOUGHT:
!
QUALITY OVER
QUANTITY.!
!
DON’T PUT IT OUT THERE UNLESS IT IS GOOD.
YOUR REPUTATION IS AT STAKE.
@reeves5...
BONUS THOUGHT:
!
QUALITY TAKES TIME.!
!
PLAN AND BUDGET ACCORDINGLY.
@reeves501
@stoneward
#ABADigiContent
THANK!
YOUEmily Reeves
ereeves@stoneward.com
@Reeves501
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Content Marketing for Broadcasters

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Emily Reeves of Stone Ward in Little Rock, Arkansas presented to the Arkansas Broadcasters Association conference on the topic of Content Marketing. Writing, video, audio, images, social media, websites, tips and advice: it was all covered in this presentation.

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Transcript of "Content Marketing for Broadcasters"

  1. 1. WHAT IS THE MOST TALKED ABOUT TREND IN DIGITAL! COMMUNICATIONS FOR 2014?
  2. 2. CONTENT! MARKETINGMAKING IT WORK FOR YOU
  3. 3. CONTENT MARKETING IS CRITICAL FOR ONGOING AUDIENCE! ENGAGEMENT @reeves501 @stoneward #ABADigiContent
  4. 4. WHAT IS CONTENT MARKETING? Content marketing is the art of communicating with your listeners and viewers without selling. ! It is non-interruption marketing. ! Instead of pitching your products or services, you are delivering information that makes your listeners and viewers more intelligent. @reeves501 @stoneward #ABADigiContent
  5. 5. WHAT IS CONTENT MARKETING? Good content marketing makes a person ! STOP! LISTEN! THINK and! BEHAVE! ! differently. @reeves501 @stoneward #ABADigiContent
  6. 6. If you deliver consistent, ongoing valuable information to listeners and viewers, they ultimately reward you with their loyalty. @reeves501 @stoneward #ABADigiContent
  7. 7. BRANDS ARE NOW YOUR COMPETITORS AS THEY SEEK TO BECOME CONTENT PRODUCERS IN THEIR OWN RIGHT @reeves501 @stoneward #ABADigiContent
  8. 8. NEED PROOF? @reeves501 @stoneward #ABADigiContent
  9. 9. 12 staffers with managing editor — a former TV journalist. ! Attracts 1.2 million visitors a month. @reeves501 @stoneward #ABADigiContent
  10. 10. Site managed by a former journalist. ! Ratified as a news site by Google News. @reeves501 @stoneward #ABADigiContent
  11. 11. Site managed by a former journalist. ! Provides content to WSJ CMO Today and Fox Business News @reeves501 @stoneward #ABADigiContent
  12. 12. 1 million Facebook followers. ! 336,000 Twitter followers. @reeves501 @stoneward #ABADigiContent
  13. 13. Led by a former AP journalist. ! Content sent to Business Insider. @reeves501 @stoneward #ABADigiContent
  14. 14. Treatsie Bourbon & Boots @reeves501 @stoneward #ABADigiContent
  15. 15. HOW CAN YOU COMPETE? @reeves501 @stoneward #ABADigiContent
  16. 16. ! READERS/LISTENERS/VIEWERS SHARE THE CONTENT THEY THINK IS COMPELLING.! @reeves501 @stoneward #ABADigiContent
  17. 17. WHY DO YOU HAVE A WEBSITE?! @reeves501 @stoneward #ABADigiContent
  18. 18. WHY DO YOUR LISTENERS & VIEWERS VISIT YOUR WEBSITE?! @reeves501 @stoneward #ABADigiContent
  19. 19. IS THE CONTENT ON YOUR WEBSITE ABOUT YOUR LISTENERS’ AND VIEWERS’ CORE INTERESTS?! @reeves501 @stoneward #ABADigiContent
  20. 20. OR! @reeves501 @stoneward #ABADigiContent
  21. 21. IS IT ABOUT HOW GREAT YOUR STATION IS?! @reeves501 @stoneward #ABADigiContent
  22. 22. WHAT MAKES YOUR STATION’S CONTENT SO INTERESTING THAT ! PEOPLE WILL WANT TO ! TALK ABOUT IT AND SHARE IT ! WITH THEIR FRIENDS? @reeves501 @stoneward #ABADigiContent
  23. 23. WILL PEOPLE SHARE AND SPREAD THIS INFORMATION IN SOCIAL MEDIA?! ! WILL THEY TALK TO THEIR COLLEAGUES ABOUT IT?! ! WILL THEY SEARCH FOR IT?! ! WILL THEY BECOME SO ENGAGED IN IT THAT THEY WILL FRIEND OR FOLLOW YOU? @reeves501 @stoneward #ABADigiContent
  24. 24. THE HEART OF CONTENT MARKETING IS MAKING CONTENT WORTH SHARING. @reeves501 @stoneward #ABADigiContent
  25. 25. COMPARED TO TRADITIONAL MARKETING CONTENT MARKETING: • Is about the listener, not you. • Pulls listeners in with relevant content to them. • Is two-way conversation instead of a monologue. • Is more dynamic and easier to change. • Has the potential to reach wider, maximizing word-of-mouth. • Has a much longer shelf-life. • Easier to measure. • Happens before and after listening to your station. @reeves501 @stoneward #ABADigiContent
  26. 26. WHY CONTENT MARKETING: • 61% of consumers say they feel better about a company that delivers custom content. • 7 in 10 consumers prefer to learn about a company through articles, not ads. • 90% of consumers find custom content useful. • 78% of of consumers believe that organizations providing custom content want to build good relationships. • 68% of consumers spend time reading content from a brand they are interested in. • Social media and blogs account for 23% of all time spent online. • Interesting content is a top 3 reason people follow brands on social media. @reeves501 @stoneward #ABADigiContent
  27. 27. PLAN! CREATE / CURATE! DISTRIBUTE! BE FOUND! RESPOND & CONVERSE! MEASURE! @reeves501 @stoneward #ABADigiContent
  28. 28. PLAN • What do you want to be known for? What can you be known for? • What are your listeners’ challenges? • What kind of content do they consume? Where do they consume it? • How can you create interesting yet consistent content that will attract new listeners and retain old ones? Who is writing it? Who is managing it? • When all is said and done, what business results do you want to achieve for all your hard work? • How will you know if this stuff is working? @reeves501 @stoneward #ABADigiContent
  29. 29. CREATE / CURATE • Be interesting, valuable, and educational. Too many people create content that is self-serving and uninteresting. People won’t read or share that. • Tell personal stories, engage people in a way your competitors aren’t doing, and give away advice. • Offer your audience a combination of original and third party content provides a branded context for your work. • Curating other people’s content positions you and/or your organization as a tastemaker in your field. • Create a fresh perspective to engage people and cultivate curiosity and a need. • Brand Value = Content x Connections x Engagement @reeves501 @stoneward #ABADigiContent
  30. 30. DISTRIBUTE • Plan content distribution. Spend 20% of your time creating content and 80% of your time distributing it. • Encourage social sharing of your content. Plan out your social media content distribution. This means creating different ways to share your own content over a period of time in addition to including social sharing icons. • Promote your content. Leverage whatever resources and connections you have. Make a checklist of your owned, social media and third party options. @reeves501 @stoneward #ABADigiContent
  31. 31. BE FOUND • Establish 30-50 keyword phrases relevant to your listeners, and ensure these phrases are used in all of your content. ! • Identify conversations around the web that you should contribute to and link back to your content. Use tools like Google Alerts or TalkWalker that have keyword search capabilities. ! • Cross-promote your content in relevant communities. For example, post your videos on YouTube, your audio on SoundCloud, and embed them in landing pages that can be measured, and link to your landing page. @reeves501 @stoneward #ABADigiContent
  32. 32. BE FOUND • Update your website constantly with the fresh content so Google keeps ranking your site higher for keywords and lets your content get found. ! • Consider PPC campaigns to promote your content. ! • Ask influencers to share your content. There is no better way to get your content shared than by referral. ! • Consider using old-fashioned email and include the forward to a friend functionality. @reeves501 @stoneward #ABADigiContent
  33. 33. RESPOND & CONVERSE • Establish a listening campaign to figure out who’s doing the talking and what’s being said. • Respond quickly to comments and feedback. • Think about where your customers are located online and join those communities. • Consider how you will connect with the more influential conversationalists within those communities. Do you need to comment regularly on select blogs? • Use communities to interact with your community by asking questions (surveys), participating and contributing to conversations (comments/discussion forums) and sharing your expertise (your content). @reeves501 @stoneward #ABADigiContent
  34. 34. MEASURE • Which conversations drove traffic? • What content and messaging converted most effectively? • What audience segments have the most potential for increased traffic? • Where is the brand love around your station? • Which conversations align with the station’s purpose? @reeves501 @stoneward #ABADigiContent
  35. 35. CONTENT TYPES! ! THINK CONTENT VARIETY BECAUSE NOT EVERY TYPE OF CONTENT APPEALS TO EVERYONE. ! SPECIFICALLY, 83% OF LEARNING OCCURS VISUALLY. @reeves501 @stoneward #ABADigiContent
  36. 36. CONTENT IDEAS • Articles • Blogs • Books • Case studies • Cartoons • Catalogs • Charts • Email newsletters • Ebooks • Exhibits • Infographics • In-person events • Magazines • Microsites • Mobile apps • Mobile website • Newsletter • One-sheet • Suggested use • Photographs • Podcasts • Research • Social media • Videos • Websites • Webinars @reeves501 @stoneward #ABADigiContent
  37. 37. TIPS! @reeves501 @stoneward #ABADigiContent
  38. 38. TIPS • Use a variety of platforms • Build content assets • Tell stories people relate to • Crowdsource content • Curate content with care • Brand your content • Avoid THDR • Optimize for findability @reeves501 @stoneward #ABADigiContent
  39. 39. WHY CONTENT MARKETING: LOYALTY! ! SHARES! ! REACH @reeves501 @stoneward #ABADigiContent
  40. 40. FINAL THOUGHT: ! QUALITY OVER QUANTITY.! ! DON’T PUT IT OUT THERE UNLESS IT IS GOOD. YOUR REPUTATION IS AT STAKE. @reeves501 @stoneward #ABADigiContent
  41. 41. BONUS THOUGHT: ! QUALITY TAKES TIME.! ! PLAN AND BUDGET ACCORDINGLY. @reeves501 @stoneward #ABADigiContent
  42. 42. THANK! YOUEmily Reeves ereeves@stoneward.com @Reeves501
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