The presentation outlines 4 different types of content that every college or university should be curated as part of their marketing strategy.

1. The 4 Types of Content
(and how to promote them)
EVERY COLLEGE SHOULD CREATE
@danielbeckokc #ocpra17

2. #ocpra17
“WHAT IF, INSTEAD OF TRYING TO BE
AMAZING…

3. @danielbeckokc #ocpra17
…YOU JUST
FOCUSED ON
BEING USEFUL?...

4. …WHAT IF YOU DECIDED
TO INFORM, RATHER
THAN PROMOTE?”
Jay Baer, Author of “Youtility”

5. WHEN FORMING A
CONTENT STRATEGY,
YOU SHOULD
ALWAYS BE ASKING…

6. @danielbeckokc #ocpra17
IS THIS USEFUL?

7. WARNING!

8. THERE ARE NO SHORT CUTS TO
GOOD CONTENT MARKETING

9. @danielbeckokc
CONTENT
MARKETING ISN’T A
NEW IDEA…

10. …AND IT
ISN’T JUST
BLOGGING.

12. @danielbeckokc #ocpra17

13. @danielbeckokc #ocpra17
http://quoteaddicts.com/i/57533

14. VIDEO
CONTENT TYPE 1

15. ALMOST ONE-THIRD
OF GEN Z SAY THEY
WATCH AT LEAST
TWO HOURS OF
VIDEO EACH DAY
ADWEEK

16. VIDEO BUILDS
TRUST FASTER

17. YOUNGER GENERATIONS WANT
TO SEE “REAL PEOPLE”

18. WHY DO PEOPLE
LOVE SNAPCHAT
SO MUCH?

19. BECAUSE IT IS
AUTHENTIC.

20. GOOGLE AND FACEBOOK BOTH LIKE
VIDEO…A LOT

21. PRO TIP:
SCRIPT YOUR
VIDEOS AHEAD OF
TIME WITH
TARGETED
KEYWORDS

22. BRANDED CONTENT
CONTENT TYPE 2

23. GIVES YOU THE
OPPORTUNITY
TO TELL YOUR
STORY IN
UNIQUE WAYS

24. “Content marketing is like a first date. If all you do is
talk about yourself, there won’t be a second date.”
- David Beebe

26. KEYWORD-DRIVEN CONTENT
CONTENT TYPE 3

27. 15% OF ALL GOOGLE SEARCHES EACH DAY
HAVE NEVER BEEN SEEN BEFORE

28. LOOK FOR WHAT PEOPLE ARE ASKING

29. THEN START
BUILDING
CONTENT TO
ANSWER THEIR
QUESTIONS

30. WHERE DO YOU DIG?

31. GOOGLE KEYWORD PLANNER

32. KEYWORD.IO

33. GOOGLE SEARCH CONSOLE

34. SEARCH ENGINE MARKETING

35. PRO TIP:
SAVE YOUR DATA
FROM GOOGLE
SEARCH CONSOLE
– IT ONLY
DISPLAYS UP TO
90 DAYS

36. GUIDES
CONTENT TYPE 4

37. BE A RESOURCE

39. FIND THE NEED

40. START
PROMOTING!

41. IF YOU’RE NOT PUTTING OUT
RELEVANT CONTENT IN RELEVANT
PLACES, YOU DON’T EXIST.
-GARY VAYNERCHUK

42. OVER 30% OF ALL INTERNET
TRAFFIC IS CONTROLLED
BY 5 SITES
MOZ & SIMILARWEB, 2017

43. 16.41%

44. @danielbeckokc #ocpra17
6.56%

45. 4.91%
2.55%
1.91%

46. EACH OF THESE
PLATFORMS
USES AN
ALGORITHM TO
DELIVER
CONTENT

47. BAKE IN OUTREACH AND PROMOTION

48. PUBLISH TO
YOUR SITE AND
OPTIMIZE FOR
SEARCH

49. IT’S TIME TO RETHINK
THE “NEWS SECTION”

50. STEP 1: DEFINE YOUR TARGET AUDIENCE

51. BUILD
USER
PERSONAS

53. USE AUDIENCE INSIGHTS AND
CUSTOM AUDIENCES

54. BUILD
CUSTOM
AUDIENCES
FROM
ENGAGEMENT

55. STEP 2. FIND
A PLATFORM

56. PROMOTING
CONTENT
ISN’T FREE

57. WHO UTILIZES
THE “BOOST
POST” ON
FACEBOOK?

58. DON’T DO THAT

59. USE THE FACEBOOK ADS
MANAGER TO PROMOTE YOUR
CONTENT

60. OTHER PUBLISHING PLATFORMS
TO CONSIDER

62. STEP 3. TRACK YOUR RESULTS

63. STEP 4.
RINSE AND
REPEAT

64. QUESTIONS?

65. DANIEL BECK | dbeck@rose.edu | @danielbeckokc
THANK YOU!

66. Confluence Conference
September 14-15, 2017
Chevy Bricktown Event Center
Enter Promo Code:
ocpra10 for 10% off registration
(code is case-sensitive)