They say content is king and, while we agree, we would also argue that it’s not worth much without conversation. To be truly effective, content must engage your target audience in a way that makes them want to interact with it. But how do you create content that’s worthy of a conversation with your customers and prospects? We all know the 4 “P”s of marketing but, in this session, we’ll dive into the 3 “I”s for building a killer content strategy. First, you must INFORM your target audience with new, relevant information in a multi-channel way to create “surround sound” messaging that engages each person through their preferred communication method. Second, you must INNOVATE with your content to show new, relevant angles to deliver your key messages. Finally, you must INSPIRE through your content. Nothing creates conversation quite like a story that pulls at one’s heart strings, encourages a little healthy competition or provokes new thoughts and ideas. In this session we will share two comprehensive, current case studies where the 3 “I”s were effectively employed to create successful content strategies. The case studies will be complete with visuals and results so you can pull ideas for your own content strategy efforts.

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If Content is King and
Conversation is Queen,
Let us Introduce
the 3 Princes:
Inform, Innovate and Inspire
Presented by:
Tammy Nelson, Chief Marketing Officer
American Modern Insurance
Krista Winters, AVP – Creative Services
American Modern Insurance

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1. Background
on
2
case
studies:
¢ The
Build
¢ LivingWise
2. Content
is
king
3. Conversa<on
is
queen
4. Meet
the
3
Princes
of
content:
¢ Inform
¢ Innovate
¢ Inspire
5. Content
ideas
and
resources
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Engagement
• 25,000
Likes
• 95%
Men,
5%
Women
• Monthly
reach
~
80,000
• People
engaged/month
~
4500
• Over
100
employees
par<cipated
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Engagement
• Over
5000
Likes
in
6
months
• 74%
women,
26%
men
• Monthly
reach
~
60,000
• People
engaged/month
~
900
• Over
350
employees
par<cipated
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Conversa0on
=
engagement
Top
3
reasons*
people
share
content:
• Entertain
(44%)
• Educate
(25%)
• Reflect
their
iden<ty
(20%)
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*Source: Marke<ngProfs

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Now introducing
the 3 Princes:
Inform
Innovate
Inspire

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• Most
basic
and
important
form
of
content
marke<ng
• Useful
all
throughout
the
sales
funnel
• Customers
don’t
care
about
what
we’re
selling;
they
care
about
what
they
need
• Ra<onal
appeal
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The
Build
• Channels:
Facebook;
blog
site;
videos
and
ar<cles
• Content:‘How
to’from
the
ground
up
• Authors:
Rick
(internal
expert
host)
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LivingWise
• Channels:
Facebook;
blog
site;
videos
and
ar<cles
• Content:
It’s
all
about
choices
• Authors:
Shannon
(internal
expert
host)
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• Apply
tradi<onal
journalism
principles
–
make
it
“newsworthy”
• Good
for
genera<ng
links
• Can
some<mes
be
entertaining
• Very
shareable
• Can
have
ra<onal
or
emo<onal
appeal
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The
Build
• Channels:
Facebook
contests;
Hemmings
Motor
News
• Content:
Finding
solu<ons
to
problems
along
the
way;
All
episodes
were
shot
by
marke<ng
employees
• Authors:
Employees,
Collector
car
agent
partners

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LivingWise
• Channels:
Wall
Street
Journal;
Trade
Media;
MyHomeWorks
• Content:
Latest
in
smart
home
technology;
Sustainable/green
materials;
IBHS
for<fica<on
• Authors:
IBHS
and
Harjord
Steam
Boiler

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• “Shared
values”
are
the
#1
reason
people
have
a
brand
rela<onship*
• Especially
important
at
top
end
of
sales
funnel
• Most
shareable
• Emo<onal
appeal
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*Source: https://hbr.org/2012/05/three-myths-about-customer-eng/

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The
Build
• Channels:
Radio;
car
shows
• Content:
Shared
content
by
hobbyists
• Authors:
Collector
car
enthusiasts

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LivingWise
• Channels:
Trees4Likes
campaign
• Content:
Tiny
Homes;
trends
• Authors:
LivingWise
Guru,
employees

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Make it actionable:
Content Ideas
Resources

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INFORM
• Search
• In-­‐person
events
• Ar<cles
/
eNewslemers
• Checklists
• eBooks
• Videos
• FAQs
• Infographics
• Webinars
• Blogs
INNOVATE
• Contests
• Gamifica<on
• Partnerships
• Technology
• White
papers
• Research
reports
• Surveys
• Quizzes
• Calculators
INSPIRE
• Philanthropy
• Hobbyists
• Company
culture
• Peer
reviews
• Tes<monials
• Case
studies
• Free
samples
• Free
trials
• Demos

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ž Related
to
the
“3
Princes”
of
content
marke0ng:
ž Inform:
hmp://contentmarke<ngins<tute.com/2013/05/educa<on-­‐powerful-­‐content-­‐marke<ng-­‐strategy-­‐examples/
ž Innovate:
hmp://contentmarke<ngins<tute.com/2015/03/content-­‐marke<ng-­‐innova<ons-­‐brands/
ž Inspire:
hmp://www.wordtracker.com/blog/inspiring-­‐content-­‐marke<ng-­‐ideas
ž General
content
marke0ng
resources:
ž Educa0on
and
training:
hmp://contentmarke<ngins<tute.com/
ž Infographic:
hmp://www.adweek.com/social<mes/content-­‐marke<ng-­‐2015/614186
ž 2016
trends:
hmp://www.forbes.com/sites/johnhall/2015/10/25/10-­‐content-­‐marke<ng-­‐trends-­‐to-­‐help-­‐you-­‐budget-­‐for-­‐2016/
ž Stats
and
Facts:
hmp://www.business2community.com/content-­‐marke<ng/34-­‐compelling-­‐content-­‐marke<ng-­‐stats-­‐and-­‐
facts-­‐01258894#uD2HQ4I6JfdLTVWU.97
ž 75
examples:
hmp://contentmarke<ngins<tute.com/wp-­‐content/uploads/2015/05/75-­‐Examples_FINAL.pdf
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Questions?
Tammy Nelson
tnelson@amig.com
linkedin.com/in/tammyrnelson
@MarketingSpark
Krista Winters
kwinters@amig.com
linkedin.com/in/kristawinters
@KWinters77