Content marketing - let's do it better

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My presentation from Students' Unions 2014 about how students' unions could better use content marketing. View more information at http://joannawalters.co.uk/?p=352

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Content marketing - let's do it better

  1. 1. CONTENT MARKETING let's do it better Jo Walters ~ @jowalters #sucomms ~ #su14
  2. 2. I have a confession I'm not very good at using content marketing HELLOMY NAME IS Jo
  3. 3. I have an excuse Being bad at it is sort of easierHELLOMY NAME IS Jo
  4. 4. What is content marketing? Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are deliveringinformationthatmakesyourbuyermoreintelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. Content MarketingInstitute
  5. 5. Permission Useful Relevant to students Interruption Promotional Focused on us
  6. 6. Interruption Promotional Focused on us The problem is that this stuff feels easier or is what colleagues ask for
  7. 7. What students want What we want The sweet spot
  8. 8. Content marketing by unions
  9. 9. Not content marketing Hi. Let me tell you about how good we are oi you do this COME TO OUR BAR Me me me me me me
  10. 10. This next bit is stolenwithpermission from Kelvin Newman Kelvin organises this FREE event you should go to
  11. 11. Visual articles AMSTERDAM: ON YER BIKE EASYJET FLIGHTS HTTP://VISUAL.LY/AMSTERDAM-YER-BIKE
  12. 12. Cheat sheets KITCHEN CHEAT SHEET WWW.EVEREST.CO.UK/PRODUCTS /KITCHENS/KITCHEN-CHEAT-SHEET/
  13. 13. Flow charts SHOULD YOUR BUSINESS BE ON PINTEREST? INTUIT BLOG.INTUIT.COM/TRENDS/SHOULD-YOUR -BUSINESS-BE-ON-PINTEREST-INFOGRAPHIC
  14. 14. Data AIRBNB’S GLOBAL GROWTH AIRBNB WWW.AIRBNB.CO.UK/GLOBAL-GROWTH Polls & surveys can form the basis of other content too
  15. 15. Comparisons SERIF VS SANS – THE FINAL BATTLE URBAN FONTS WWW.URBANFONTS.COM/BLOG/2013/02 /SERIF-VS-SANS-THE-FINAL-BATTLE/
  16. 16. FAQs & resources ebooks podcasts blogs quizzes interactive offlineanimationvideo
  17. 17. Good content is shareable too Source: slideshare.net/Upworthy/the-sweet-science-of-virality but you can help it out... Watch this
  18. 18. What students want What we want The sweet spot
  19. 19. What problems do students have? What we know or do Being awesome, content marketing-ly Use personas
  20. 20. Content ideas Choosing housemates Can I appeal my marks? Which society should I join? Revising What difference has the Union made for me? Recipe ideas Top 10 places to visit in our city Cheap ways to be healthy
  21. 21. Don't forget... Reuse & repurpose your content Be passionate Inform, entertain, inspire and/or delight Be authoritative Monitor & adapt People won't share things that make them look bad Experiment
  22. 22. THEM YOU not Remember...
  23. 23. http://bit.ly/examsflashmob
  24. 24. More INFO @jowalters #sucomms joannawalters.co.uk

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