Risks & Rewards of
Risks & Rewards of
Creating Authentic
Creating Authentic Content
Content

Maggie Crowley, Marketing Coo...
SPEAKERS

Maggie Crowley

Stephanie Holmes

Marketing Coordinator
Advisorwebsites.com

CEO
The Money Finder

Questio
ns

S...
AGENDA
Consumer
What
Risks
3

behavior is changing

is content marketing?
& rewards

ways to create valuable content

...
GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO
INTERNET SEARCH

91

Statist
ics

Demo

sales@advisorwebsites.com | 1-8...
WHAT ARE THEY LOOKING FOR ONLINE?

70%

would rather learn about your firm
reading an article rather than an
advertisement...
WHAT IS CONTENT MARKETING?

Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clea...
LIKE WHAT?

Blog

Whitepapers

Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x212

Pricing

Video

Commitm...
RISKS

Ain’t got time for that

Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x212

Pricing

Commitm
ent

...
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

St...
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...
3 ways to create valuable content

Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x212

Pricing

Commitm
en...
BEST PRACTICE TIP #1

Curate
Comment

Craft
Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x212

Pricing

C...
CONTENT CURATION
Action steps:
• Start once per month
• Find and share relevant pieces

• Write a few sentences on why
you...
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 you...
FIND, COMMENT, SHARE
Action steps:
• Start twice a month

• Find & share relevant pieces
where you have a supporting or
co...
COMMENTING ON CONTENT

What about the risks?

…And the rewards?

• As little as 2 hour a month

• Gives you an authentic v...
CRAFTING ORIGINAL CONTENT
Action steps:
•

Start once a week

•

Create a list of topics you are
passionate about

•

Writ...
CRAFTING ORIGINAL CONTENT
What about the risks?

And the rewards?

•

As little as 1 hour a week

• Builds your brank

•

...
CASE STUDY: BLOGGING IN ACTION

Jeff uses his blog to answer
frequently asked questions

Statist
ics

Demo

sales@advisorw...
BLOGGING IN ACTION

“Life insurance retirement planning”

Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x2...
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
...
All these
companies
pay for results

Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x212

Pricing

Commitm
...
A SIMPLE ALTERNATIVE: WHITE BOARD VIDEOS

Statist
ics

Demo

sales@advisorwebsites.com | 1-866-638-0273 x212

Pricing

Com...
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 ...
EDITORIAL CALENDAR

Date

Topic

Friday, February 7

Saving for college

Thursday, March 13

3 tips for retiring couples

...
REQUIRED TOOLS:
A website

Choose one with a built in blogging
platform that is user friendly

A second set of eyes

If yo...
NEXT STEPS

sales@advisorwebsites.com | 1-866-638-0273 x212
THANK YOU

…questions?
sales@advisorwebsites.com | 1-866-638-0273 x212
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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.

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Risks and Rewards of Creating Authentic Content

  1. 1. Risks & Rewards of Risks & Rewards of Creating Authentic Creating Authentic Content Content Maggie Crowley, Marketing Coordinator sales@advisorwebsites.com | 1-866-638-0273 x212
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. LIKE WHAT? Blog Whitepapers Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Video Commitm ent Next steps
  8. 8. RISKS Ain’t got time for that Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  9. 9. RISKS Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  10. 10. 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
  11. 11. COMPANIES THAT BLOG Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  12. 12. 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
  13. 13. 3 ways to create valuable content Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  14. 14. BEST PRACTICE TIP #1 Curate Comment Craft Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  15. 15. 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
  16. 16. CONTENT CURATION Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. BLOGGING IN ACTION “Life insurance retirement planning” Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  24. 24. 38 Million results Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  25. 25. Blogging: search engines love blogs Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  26. 26. All these companies pay for results Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  27. 27. A SIMPLE ALTERNATIVE: WHITE BOARD VIDEOS Statist ics Demo sales@advisorwebsites.com | 1-866-638-0273 x212 Pricing Commitm ent Next steps
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. NEXT STEPS sales@advisorwebsites.com | 1-866-638-0273 x212
  32. 32. THANK YOU …questions? sales@advisorwebsites.com | 1-866-638-0273 x212

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