Stone Ward Digital Swagger 2014: Content Marketing

High Quality Content
Serves Two Purposes
Attracts your readers and viewers and
keeps them engaged.
!
Helps your site rank well
in search engines. #SWagger14
@stoneward

Common Content
Marketing Goals
Awareness!
!
Thought Leadership!
!
Increase Number of Qualified Leads!
!
Improving Conversion Rates!
!
Lower Cost of Customer Acquisition!
!
Enhance Customer Service!
#SWagger14
@stoneward

Digital Swagger
#SWagger14
@stoneward
The Hub
What is Content Marketing
Creating
Content
Distributing
Content
Measuring & Optimizing

What is Content Marketing?
Content marketing is placing yourself in the
path of your customers and potential customers
without selling.
#SWagger14
@stoneward

#SWagger14
@stoneward
Being:
HELPFUL
INTERESTING
SURPRISING
DELIGHTFUL
ENGAGING
TIMELY
RELEVANT
without pushing products and services.

#SWagger14
@stoneward
Becoming known as a resource that people
want to tap into again and again.
and again and again and again.

Content marketing costs 62% less than other
#SWagger14
@stoneward
traditional marketing initiatives,
while it generates about
three times as many leads.

#SWagger14
@stoneward
“What plagues CMOs the most is the
ability to create sustainable and engaging
customer relationships while
improving customer experience.”

The Hub
#SWagger14
@stoneward
Lindsey Ingram, Content Manager
Kyle Floyd, Digital Creative Director

“If people like you, they’ll listen
to you. But if they trust you, they’ll
do business with you.”
#SWagger14
@stoneward
– Zig Ziglar

their interests
good content
your expertise

How do you create
a Content Hub?
#SWagger14
@stoneward
Know your audience.

condoguide.drgmpls.com
Service Industry
Stand-Alone Site

How do you create
a Content Hub?
#SWagger14
@stoneward
Focus your topic.
!

keeponamazing.com
Service Industry
Stand-Alone Site

How do you create
a Content Hub?
#SWagger14
@stoneward
Organize your structure.
!

bridgestonetire.com/
tread-and-trend
Consumer Product
Incorporated in Main Site

How do you create
a Content Hub?
#SWagger14
@stoneward
Encourage discovery &
engagement.
!

coca-colacompany.com
Consumer Product
Incorporated in Main Site

Key Takeaways
• Build trust by knowing who you're talking
to and how to talk to them
• Centralize focus & be the expert, not the
Jack-of-All-Trades
• Make it easy to find, share and participate
with your brand
#SWagger14
@stoneward

#SWagger14
@stoneward
THE HUB IS YOUR HOME BASE.
!
IT IS THE HEART OF
YOUR CONTENT MARKETING.

The Content
#SWagger14
@stoneward
Katy Bartlett, 360 Filmworks Writer/Producer
Dana Dussing Berry, Senior PR Manager

Created & Published with a
Particular Audience
in Mind
#SWagger14
@stoneward
Visual
!
Auditory
!
Written

Visual
#SWagger14
@stoneward
Video
!
Photos
!
Illustrations
!
Charts/Graphics
!
Presentations

VIDEO
#SWagger14
@stoneward
Video is here to stay.
VISUAL CONTENT
It’s shareable and engaging.

VIDEO
#SWagger14
@stoneward
A picture is worth
a thousand words.
VISUAL CONTENT

VIDEO
VISUAL CONTENT
More than 1 billion unique visitors
#SWagger14
@stoneward
visit YouTube each month.

VIDEO
#SWagger14
@stoneward
Easy to upload
Easy to share
Viewable on all devices
Easy to digest
Engaging
Entertaining
VISUAL CONTENT

VIDEO
#SWagger14
@stoneward
Optimize Your Video
For Mobile Viewing
VISUAL CONTENT

VIDEO
#SWagger14
@stoneward
Optimize Your Video
For Sharing
VISUAL CONTENT

VIDEO
#SWagger14
@stoneward
So, you want a viral video?
That’s Easy!
VISUAL CONTENT

VIDEO
How many eyeballs does it take to
classify a video as viral? 20,000.
#SWagger14
@stoneward
VISUAL CONTENT

VIDEO
#SWagger14
@stoneward
Do it yourself?
or
VISUAL CONTENT
Hire a quality production company?

VIDEO
#SWagger14
@stoneward
Watch and Learn
!
Vimeo Video School
and No Film School
VISUAL CONTENT

VIDEO
#SWagger14
@stoneward
VISUAL CONTENT
Make it mobile friendly.
Make it shareable.
Make it emotional.

VIDEO
VISUAL CONTENT
Create a strong enough emotion or reaction from
a group of people that they feel compelled to
#SWagger14
@stoneward
share it with others and that is success.

Auditory
#SWagger14
@stoneward
Video
!
Podcasts
!
Music
!
Interviews

#SWagger14
@stoneward
AUDITORY CONTENT

Written
#SWagger14
@stoneward
Blogs
!
Q&A
!
How To
!
Testimonials
!
Avoid TLDR

WRITTEN CONTENT
What gets shared?
#SWagger14
@stoneward
!
• Tech news, humor and entertainment content.
• Travel, business, food content is less likely to go viral
• Facebook: short time lapse between share and click back.
• Tumblr, Google+ and blogging: longer time lapse between
share and click back.
• Reddit, Tumblr, Twitter provide the most click backs per
share.

Brand Journalism
Research, storytelling and reporting for a non-media
company, in that company’s line of business, with the
#SWagger14
@stoneward
goal of tough leadership.
WRITTEN CONTENT

WRITTEN CONTENT
Brand Journalism
1. Advertisers have become publishers.
2. Brands are using journalism hubs to share news
and images to connect with consumers in a "high
trust" presence.
3. Digital allows for words, pictures, audio, video;
#SWagger14
@stoneward
you're not limited when it's online.

Distribution
#SWagger14
@stoneward
Debra Reid, Director of Media Services
Amy Blake, Community Manager
Dana Dussing Berry, Senior PR Manager

Distribute
#SWagger14
@stoneward
For every one hour spent creating content,
spend four hours figuring out how to distribute it.

Distribution Channels
#SWagger14
@stoneward

Paid Media
#SWagger14
@stoneward
Paid media is most valuable for building
awareness among consumers about a product,
service, or promotion.

#SWagger14
@stoneward
Banner Advertising
!
Search Advertising
!
Native Advertising
!
Sponsored Social Posts

#SWagger14
@stoneward
Search Advertising

#SWagger14
@stoneward
Native Advertising

#SWagger14
@stoneward
Native Advertising: MINI on Buzzfeed
• Marketing campaign slogan: “Not Normal”
• Engage audience around the campaign and broaden awareness.
• Enhance perception of MINI as a fun brand.
• “Not Normal” topics ranging from environmental phenomena
to interesting competitions and bold fashion statements.
• 1 million engagements, 2/3 of which resulted from social
sharing.

#SWagger14
@stoneward
Sponsored Posts Advertising

#SWagger14
@stoneward
Facebook Sponsored Posts

#SWagger14
@stoneward
Twitter Sponsored Posts

Paid and social content can work together to
create a “virtuous cycle” that builds engaged
audiences who interact with content and influence
#SWagger14
@stoneward
their friends to do the same.

Owned Media
Social media is a horizontal layer that touches
every part of your business: customer service to
#SWagger14
@stoneward
acquisition to retention.

#SWagger14
@stoneward
Social Media

#SWagger14
@stoneward
Blog
Facebook
Twitter
Instagram
Pinterest
Snapchat
YouTube
Google+
Tumblr
Reddit

#SWagger14
@stoneward
The Benefits of Social:
!
Word-of-mouth referrals/shares.
!
Search engine optimization.
!
Learning from your audience through conversation.
!
Demonstrating brand personality.

Social Headlines
#SWagger14
@stoneward
Highly relevant to audience.
Answers the question “what is in it for me?”
Powerful, timely hook.
Evokes an image or emotional responses.
Loaded with proof elements.

#SWagger14
@stoneward
Brand Journalism

You can't be effective as an online brand
journalist, unless you're online, a lot.
#SWagger14
@stoneward
Auditing sites that tell me
what the media is doing.

#SWagger14
@stoneward
Auditing personal feeds, posts of
journalists that we've targeted
on behalf of our clients.

#SWagger14
@stoneward
Engaging on a personal level with the
journalists online and in person when
possible and respond to journalists.

You have to be so familiar with the story you're
telling, you could do so in 140 characters.
#SWagger14
@stoneward

You also have to know well the channels available to
you and how to work them - the grit and the glitz.
#SWagger14
@stoneward

#SWagger14
@stoneward
8/28/2014 Who Really Benefits When Franchise Professionals Come Together? | Sport Clips Media
Sport Clips Media
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Who Really Benefits When Franchise
Professionals Come Together?
You are here: Home » National » Who Really Benefits When Franchise Professionals Come
Together?
Posted on February 18, 2014
Special to SportClipsMedia.com from Dave Wells, Director of Franchising for Sport Clips Haircuts
Franchising is one of the few industries where competing brands frequently come together to network,
share best practices and learn from each other. I can tell you first hand that UPS and FedEx employees
don’t generally exchange pleasantries over dinner and you definitely don’t see Coke and Pepsi executives
collaborating on strategies on how to capture market share. Yet, it’s not uncommon to see these
activities occurring between competing franchised brands on a semi-regular basis.
This month thousands of franchise industry executives will descend upon New Orleans for the
International Franchise Association’s Annual Convention and to take advantage of one of the best
opportunities to improve what we do and how we do it. Representing a franchisor, I look to gain critical
insights from the best of the best and find ways to increase our success. If I walk away with one or two
nuggets of information that help make our processes and organization better, I consider it a win.
However, much like the win-win partnership that must be established in any successful franchisee-
franchisor relationship, it is critical that these gatherings also produce a win-win outcome;; again,
providing benefit to both franchisee and franchisor. With break-out sessions on topics like improving
system communication, boosting unit economics, gaining and retaining customers, and creating brand
evangelists, it’s clear that franchisees stand to gain just as much, if not more, if and when their
franchisors successfully implement the ideas that were garnered.
For all involved, the first step is recognizing that Franchising is dynamic and not static. We need to
embrace change and be open to new ideas if we are going to provide best-in-class service to our
franchisees. This event will bring together those that have the same challenges, aspirations and potential
solutions. As we share ideas on how to drive improvement, we have the ability to achieve a global
upgrade of franchising as we all collaborate to get better. This, in-turn, translates into better
opportunities for those looking to make franchise ownership a part of their lifestyle.
At Sport Clips, we are putting together our target list of who we want to learn from, and will certainly be
prepared to help those that feel our experience could be of value to them. At the same time we look to

#SWagger14
@stoneward
8/28/2014 How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as do the franchisors who attend? | OPEN Forum
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Dave Wells
Director of Franchising, Sport Clips Haircuts
ADVICE
How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as do
the franchisors who attend?
Who Really Benefits When Franchise Professionals Come Together?
Franchising is one of the few industries where competing brands frequently come together to network, share
best practices and learn from each other. I can tell you first hand that UPS and FedEx employees don't
generally exchange pleasantries over dinner and you definitely don't see Coke and Pepsi executives
collaborating on...
sportclipsmedia.com
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Create a personal "brand" as a
thought leader, trusted journalist.
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@stoneward

Show gratitude in a very public way.
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Measurement
“Digital marketing and analytical thinking are the
most sought after specialized skills within the
marketing function.”
#SWagger14
@stoneward

#SWagger14
@stoneward
What is working?
!
Where should you spend your time?
!
Can you use the data gathered for predictive analysis?

#SWagger14
@stoneward
retweets comments
shares
likes
visits
time spent on site
clicks
views
impressions
pages
opens
forwards
sign-ups
joins
conversions
engagements

#SWagger14
@stoneward
If you don’t measure it, did it happen?

Budgeting
Quality over quantity. And quality takes time.
Don’t put it out there unless it is good.
#SWagger14
@stoneward
Your reputation is at stake.

Stone Ward Digital Swagger 2014: Content Marketing

Stone Ward Digital Swagger 2014: Content Marketing

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Stone Ward Digital Swagger 2014: Content Marketing