Risks and Rewards of Creating Authentic Content
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Risks and Rewards of Creating Authentic Content

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Learn the value of creating authentic content in the financial industry, and evaluate the rewards and potential pit falls of content marketing.

Learn the value of creating authentic content in the financial industry, and evaluate the rewards and potential pit falls of content marketing.

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    Risks and Rewards of Creating Authentic Content Risks and Rewards of Creating Authentic Content Presentation Transcript

    • Risks & Rewards of Risks & Rewards of Creating Authentic Creating Authentic Content Content Maggie Crowley, Marketing Coordinator sales@advisorwebsites.com | 1-866-638-0273 x212
    • SPEAKERS Maggie Crowley Stephanie Holmes Marketing Coordinator Advisorwebsites.com CEO The Money Finder Questio ns Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • AGENDA Consumer What Risks 3 behavior is changing is content marketing? & rewards ways to create valuable content Next steps Questio ns Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • GOOGLE IS THE NEW YELLOW PAGES % OF PEOPLE WHO DO INTERNET SEARCH 91 Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • WHAT ARE THEY LOOKING FOR ONLINE? 70% would rather learn about your firm reading an article rather than an advertisement 68% Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • WHAT IS CONTENT MARKETING? 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. Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • LIKE WHAT? Blog Whitepapers Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Video Commitm ent Next steps
    • RISKS Ain’t got time for that Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • RISKS Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • REWARDS – VAST NEW OPPORTUNITIES Top 3 rewards: 1. Build your brand 2. Establish credibility 3. Become an expert Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • COMPANIES THAT BLOG Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • COMPANIES THAT BLOG 57% of marketers acquired customers from blogging Source: State of Inbound Marketing, Hubspot, March 2012 Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • 3 ways to create valuable content Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • BEST PRACTICE TIP #1 Curate Comment Craft Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • CONTENT CURATION Action steps: • Start once per month • Find and share relevant pieces • Write a few sentences on why you thought it share worthy • Use images • Ask questions • Then promote on social media Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • CONTENT CURATION Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • CONTENT CURATION What about the risks? • As little as 1 hour a month • …And the rewards? Second set of eyes Share your plan with compliance Statist ics Gives you a lot more than an online resume with little writing • A good place to start • • • Allows you to build confidence in your writing Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • FIND, COMMENT, SHARE Action steps: • Start twice a month • Find & share relevant pieces where you have a supporting or contradictory opinion • Write a short piece linking to the original piece • Ask questions • Then promote on social media Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • COMMENTING ON CONTENT What about the risks? …And the rewards? • As little as 2 hour a month • Gives you an authentic voice online • Second set of eyes • Makes you more searchable and shareable • Share your plan with compliance • A good place to grow • Allows you to take the next step without creating content from scratch Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • CRAFTING ORIGINAL CONTENT Action steps: • Start once a week • Create a list of topics you are passionate about • Write 250-500 word pieces • Use images • Ask questions • Promote on social media Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • CRAFTING ORIGINAL CONTENT What about the risks? And the rewards? • As little as 1 hour a week • Builds your brank • Second set of eyes • Makes you more memorable • Share your plan with compliance • A good place to be a leader • People get to know you before they meet you • Attracts clients and COI from anywhere Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • CASE STUDY: BLOGGING IN ACTION Jeff uses his blog to answer frequently asked questions Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • BLOGGING IN ACTION “Life insurance retirement planning” Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • 38 Million results Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • Blogging: search engines love blogs Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • All these companies pay for results Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • A SIMPLE ALTERNATIVE: WHITE BOARD VIDEOS Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • NOW WHAT? 1. Decide where to start 2. Put it in your schedule 3. Treat it like a sale…..one day it will be 4. Start your list 5. Make a plan Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • EDITORIAL CALENDAR Date Topic Friday, February 7 Saving for college Thursday, March 13 3 tips for retiring couples Tuesday, April 1 What are annuities? Wednesday, May 1 Thursday, June 19 Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • REQUIRED TOOLS: A website Choose one with a built in blogging platform that is user friendly A second set of eyes If you don’t have a captain-grammarpants on staff, hire a free lance editor Time There is no two ways about it, writing your own content will take time. Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
    • NEXT STEPS sales@advisorwebsites.com | 1-866-638-0273 x212
    • THANK YOU …questions? sales@advisorwebsites.com | 1-866-638-0273 x212