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Ama2009 Content Marketing

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  • 1. “Conversations that Engage” Your Guide to Content Marketing for Higher Ed AMA 2009 Boston Adrienne Bartlett, Director of Marketing
  • 2. Access this presentation: slideshare.net/targetx
  • 3. Disclaimers: No magic bullets “Y’all are smart;)” I’m here to make you think It’s a jungle out there
  • 4. More options More choices More money More info More clutter More speed More STRESS
  • 5. Prospects are seeking meaningful communications
  • 6. They want you to help them make sense of it all.
  • 7. “Communication 101”
  • 8. Marketing has changed. We used to “place” media: buy advertising space, commercials, display ads, classifieds, etc.
  • 9. Because of the internet, we can communicate directly with our customers
  • 10. Instead of “renting” media space, we’re in control. We “own” it.
  • 11. “The funnel has outlived its usefulness as a metaphor” (because people learn from each other now). -Groundswell
  • 12. “Communication 101”
  • 13. “Content Revolution” The greatest opportunity companies have ever had to communicate with directly with their customers
  • 14. “Change” danger + hidden opportunity
  • 15. What is content marketing?
  • 16. Delivers relevant, valuable and compelling information Turns “prospects” into “buyers” Doesn’t sell from a product perspective (features and benefits) Positions you as the “leading expert” Offers solutions in the form of content
  • 17. Citation
  • 18. “Whatever is easiest for your customers to get and engage with” Joe Pulizzi
  • 19. 76% of US college marketers say they plan to use SM strategies like social networks, viral campaigns and video contests Source: Academica Group, 2008
  • 20. Worth the reminder: Free tools do not equal infinite ROI. Time is not free. [Have a plan.]
  • 21. Content Marketing Strategy
  • 22. “Bring wine to the picnic” Source: Chris Brogan
  • 23. Setup “listening” posts to find out customer needs and plan a content strategy to meet them
  • 24. Think more like a publisher (not a marketer)
  • 25. It’s not about pushing out -- it’s about pulling in.
  • 26. 2 most important (yet often overlooked) elements: 1. Your web presence 2. Your campus visit
  • 27. 71% Campus Visit was the Most Trusted Source of Information Eduventures, 2007
  • 28. 84% Use the College’s Website Most Heavily in their College Search Eduventures, 2007
  • 29. Content Ideas (get ready...)
  • 30. Number Suny New Paltz on Facebook http://www.facebook.com/osu#/pages/New-Paltz-NY/SUNY-New-Paltz/5659124699?ref=s
  • 31. http://go.butler.edu/cs/blogs/
  • 32. http://www.baylor.edu/admissions/index.php?id=56275
  • 33. http://faces.albright.edu/
  • 34. http://newstudents.wfu.edu/
  • 35. http://twitter.com/JohnsHopkins
  • 36. http://flickr.unm.edu/
  • 37. http://willyou.capital.edu
  • 38. flickr
  • 39. vimeo
  • 40. Facebook
  • 41. YouTube
  • 42. Parent Content: Address Cost Process Personalize Notifications
  • 43. http://www.scu.edu/family/parent-email.cfm
  • 44. “Elements of Good Online Content”
  • 45. Great online content is: Brief Shareable Useful Personal Fresh Relevant to Your Goals
  • 46. Using Facebook and Twitter is something like hosting a big cocktail party -- but nobody shops at a cocktail party." Brett Hurt, CEO, Bazaarvoice
  • 47. Use Twitter and other social tools to build conversations and relationships rather than just generating buzz.
  • 48. Campaign Tips
  • 49. “These channels must be tended and not just used as sales pipelines” Chris Brogan
  • 50. No magic day, time or tool
  • 51. Tell stories.
  • 52. “Once upon a time, the most powerful communications tool was the art of storytelling. This book shows that it still is.”
  • 53. Address Cost Clearly. 80% would have used a financial aid estimator 76% would have used a tuition calculator Don’t apologize for price -- communicate value! Noel-Levitz 2007 Student Expectations Survey
  • 54. Get social.
  • 55. 61% Offices Using Social Networking Sites (up from 29%) Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
  • 56. 41% Maintaining Blogs (up from 33%) Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
  • 57. “The tools aren’t cool because they’re the new shiny object. They’re cool because they let you work more closely with people. It’s an opportunity to create relationships that matter, and a chance to do so in a very nuanced and human fashion.” from Chris Brogan blog post 8/30/2009
  • 58. “Make it viral”
  • 59. Don’t forget, it’s the community that makes it viral. But there are things you can do to increase your chances...
  • 60. Make it valuable Make it shareable Make it memorable Make it fun!
  • 61. Will it Blend?
  • 62. Differentiate (tell your story) Create value (WIIFM?) Cross channels (create content once) Give “insider” information
  • 63. Share This
  • 64. Enrollment goals help! (give you parameters)
  • 65. It’s all about the conversation.
  • 66. How do you measure success?
  • 67. Engagement: A Key Metric
  • 68. Influence Intimacy Affinity Discover Use Evaluation Involvement Interaction
  • 69. Marketing Admissions Awareness Prospects Interest Inquiries Text Evaluation Applicants Consideration Admitted Commitment Enrolled
  • 70. Myth: “Increase numbers at the top to increase numbers at the bottom”
  • 71. Reality: Demographics and other factors are making it impossible to keep “top-loading”
  • 72. The “traditional plan” can’t be all things...
  • 73. “STEALTH
  • 74. >50% First Point of Contact was the Admissions Application In recent conversations with clients
  • 75. Taking the “fun” out of the funnel Assumes they only get info from you Stealth-apps miss the boat Students who don’t progress get ignored Assumes “lack of contact” is “lack of interest” It’s from our perspective, not theirs
  • 76. Try and provide value to the student at their current stage -- rather than just trying to push them through to the next.
  • 77. 1:1
  • 78. Marketing may be collective, but buying is personal. The Cluetrain Manifesto
  • 79. Segment and personalize. (rinse and repeat;)
  • 80. One size does NOT fit all
  • 81. Increase # of campaigns, but decrease their size
  • 82. Stop talking to me like you don’t know who I am!
  • 83. “If you haven’t already” “visited” “applied” “signed up”
  • 84. It’s all about building trust.
  • 85. Things to consider:
  • 86. How are you structured?
  • 87. What skill sets do you need (but don’t have)? “it’s never been done that way”
  • 88. http://www.bobjohnsonblog.com/2009/09/web-content-writer-for-alma-college.html
  • 89. “Slowly, every so slowly, web content editor and writer positions continue to expand in higher education.” Bob Johnson, Bob Johnson Consulting, LLC
  • 90. What stage? WIIFM?
  • 91. K.I.S.S. (keep it simple stupid)
  • 92. http://higheredmarketing.blogspot.com/2009/06/kiss-your-prospects.html
  • 93. Which words can you delete?
  • 94. How “sustainable” is your social media strategy?
  • 95. So many get to this point:
  • 96. Communication Plans should be: circular vs. linear dialogue vs. monologue flexible vs. static shared vs. hoarded about them vs. about you different every year?
  • 97. Should we be on Facebook and Twitter?
  • 98. Well... It’s not about you. Where is your audience?
  • 99. Reach people where they are, when they want. (and solve their problems).
  • 100. “Time-shifting”
  • 101. Your “Toolbox”
  • 102. Email
  • 103. It’s not the “tool,” it’s the content.
  • 104. Overwhelmed? Start with the basics Create content once Distribute across channels
  • 105. More tips:
  • 106. How can we create new opportunities for prospects to connect with our school, current students and each other?
  • 107. Myth: “It’s all about the marketing”
  • 108. “We need to maximize the number of touch points”
  • 109. Touch points don’t matter if you’re not building relationships
  • 110. Being authentic? Solving problems? Communicating Value? Being up-front about cost? Fostering connections?
  • 111. The “f” word (faculty;)
  • 112. Most of us only involve faculty late in the game. But prospects value that interaction as early as possible!
  • 113. Can’t access faculty “on-demand?”
  • 114. Sometimes we’re more focused on our own road-blocks than on what our audience wants (and needs).
  • 115. Let’s wrap up...
  • 116. Let’s Recap: 1. Create a strategy 2. Don’t act like you’re herding cattle 3. Give them the tools to share 4. Be human 5. Solve their problems 5. Students control the process 6. It all comes together on the web
  • 117. “Confused but curious” Are you helping?
  • 118. Most marketing covers the "what" but rarely covers the “so what?” Answer that & you'll get results. From @johnmorgan tweet
  • 119. Who you think (and say) you are isn’t as important as who THEY think (and say) you are Source: ME ;)
  • 120. www.targetx.com/shelfari
  • 121. "The Beatles did not create teenagers. They just decided to lead them." Seth Godin at TED 2009
  • 122. Access this presentation: slideshare.net/targetx
  • 123. Thanks! Adrienne Bartlett @AdrienneBartlet bartlett@targetx.com 877.715.7474 ext.108