Get the Right Coverage: Your Guide to Content Marketing for Insurance

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Learn about content, aligning your content with business objectives and user tasks, the difference between content strategy and content marketing and how to use neuroscience to create inspiration marketing.

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Get the Right Coverage: Your Guide to Content Marketing for Insurance

  1. 1. Get the Right Coverage: Your Guide to Content Marketing for Insurance Ahava Leibtag President Aha Media Group
  2. 2. @ahavaL #IMCA2014 @ahaval #IMCA2014 2
  3. 3. Every minute… • YouTube users upload 48 hours of video • Facebook users share 684,478 pieces of content • Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published @ahaval #IMCA2014 3
  4. 4. Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. -The Altimeter Group (2013) @ahaval #IMCA2014 4
  5. 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahaval #IMCA2014 5
  6. 6. To build an audience of 50 million 58 years @ahaval #IMCA2014 6
  7. 7. To build an audience of 50 million 58 years 14 years @ahaval #IMCA2014 7
  8. 8. To build an audience of 50 million 58 years 14 years 4 years @ahaval #IMCA2014 8
  9. 9. To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahaval #IMCA2014 9
  10. 10. To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahaval #IMCA2014 10
  11. 11. @ahaval #IMCA2014 11
  12. 12. How does a modern marketer cope? @ahaval #IMCA2014 12
  13. 13. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval #IMCA2014 13
  14. 14. @ahaval #IMCA2014 14
  15. 15. @ahaval #IMCA2014 15 PRITUX Executive LeadershipMarketing Customer RelationsVisual Design Sales
  16. 16. @ahaval #IMCA2014 16 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
  17. 17. @ahaval #IMCA2014 17
  18. 18. @ahaval #IMCA2014 18
  19. 19. @ahaval #IMCA2014 19
  20. 20. Today • What is content? • What is content strategy? • What is content marketing? • What is inspiration marketing? @ahaval #IMCA2014 20
  21. 21. WHAT IS CONTENT? @ahaval #IMCA2014 21
  22. 22. Content is a conversation. @ahaval #IMCA2014 22
  23. 23. TO WHOM ARE WE TALKING? @ahaval #IMCA2014 23
  24. 24. WHO ARE WE? @ahaval #IMCA2014 24
  25. 25. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahaval #IMCA2014 25
  26. 26. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahaval #IMCA2014 26
  27. 27. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an solution • Upsell and retain: Keep them buying Sales Funnel MarketingSales Nurturing Database @ahaval #IMCA2014 27
  28. 28. WHAT IS CONTENT STRATEGY? @ahaval #IMCA2014 28
  29. 29. @ahaval #IMCA2014 29
  30. 30. @ahaval #IMCA2014 30
  31. 31. @ahaval #IMCA2014 31
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  34. 34. Content Strategy: • Align with business objectives • Support users in accomplishing tasks @ahaval #IMCA2014 34
  35. 35. Business Goals User Tasks @ahaval #IMCA2014 35
  36. 36. Business Goals User Tasks @ahaval #IMCA2014 36
  37. 37. Business Goals User Tasks @ahaval #IMCA2014 37
  38. 38. Business Goals User Tasks @ahaval #IMCA2014 38 The Sweet Spot
  39. 39. How can we control this conversation? @ahaval #IMCA2014 39
  40. 40. 5 Questions You MUST Ask 1. To whom are we speaking? 2. Who are we? (as a brand?) 3. What are we trying to say? 4. How do we say it? 5. When and where do we say it? @ahaval #IMCA2014 40
  41. 41. External Messaging External Messaging Questions • To whom are you speaking?  • Who are you?  • What are you trying to say?  • How do you say it?  • When and where do you say it? Content Strategy Tools • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar @ahaval #IMCA2014 41
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  48. 48. @ahaval #IMCA2014 48
  49. 49. @ahaval #IMCA2014 49
  50. 50. Identity Pillars Current Identity Pillars  Future Identity Pillars     @ahaval #IMCA2014 50
  51. 51. @ahaval #IMCA2014 51
  52. 52. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP     @ahaval #IMCA2014 52
  53. 53. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP  AFFORDABLE    @ahaval #IMCA2014 53
  54. 54. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  @ahaval #IMCA2014 54
  55. 55. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE @ahaval #IMCA2014 55
  56. 56. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. @ahaval #IMCA2014 56
  57. 57. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains. • Robust coupon program @ahaval #IMCA2014 57
  58. 58. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 58
  59. 59. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 59
  60. 60. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 60
  61. 61. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 61
  62. 62. @ahaval #IMCA2014 62
  63. 63. @ahaval #IMCA2014 63
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  65. 65. Content strategy also: • Internally who is responsible for all the different phases of content? • Plan • Create • Publish • Distribute • Analyze or Measure • Govern @ahaval #IMCA2014 65
  66. 66. WHAT IS CONTENT MARKETING? @ahaval #IMCA2014 66
  67. 67. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval #IMCA2014 67
  68. 68. Goals of content marketing 1. Attract: Create content that will draw prospects like bees to a blossoming flower 2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact 3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base 4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals @ahaval #IMCA2014 68
  69. 69. #1: Attract @ahaval #IMCA2014 69
  70. 70. #1: Attract @ahaval #IMCA2014 70
  71. 71. #2: Acquire @ahaval #IMCA2014 71
  72. 72. #3: Engage or Connect @ahaval #IMCA2014 72
  73. 73. #3: Engage or Connect @ahaval #IMCA2014 73
  74. 74. #3: Engage or Connect @ahaval #IMCA2014 74
  75. 75. #4: Drive Profitable Action @ahaval #IMCA2014 75
  76. 76. Content marketing allows you to sustain the conversation. @ahaval #IMCA2014 76
  77. 77. @ahaval #IMCA2014 77
  78. 78. @ahaval #IMCA2014 78
  79. 79. People buy what they trust. @ahaval #IMCA2014 79
  80. 80. People buy what they trust. When they believe. @ahaval #IMCA2014 80
  81. 81. @ahaval #IMCA2014 81
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  85. 85. @ahaval #IMCA2014 85
  86. 86. @ahaval #IMCA2014 86
  87. 87. @ahaval #IMCA2014 87
  88. 88. @ahaval #IMCA2014 88 Business Goals User Tasks
  89. 89. @ahaval #IMCA2014 89 Business Goals Passionate Solutions User Tasks
  90. 90. Who said? “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” @ahaval #IMCA2014 90
  91. 91. @ahaval #IMCA2014 91
  92. 92. @ahaval #IMCA2014 92
  93. 93. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahaval #IMCA2014 93 THANK YOU!

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