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Content Marketing Session @ LSAC Annual Meeting

Learn a pragmatic approach to getting started with content marketing by Christina Martin

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Content Marketing Session @ LSAC Annual Meeting

  1. 1. CONTENT MARKETING Christina Martin VP, Digital Marketing, United Capital Occasional Blogger – Good Site | Bad Site Infrequent Tweeter @XinaMartin
  2. 2. Coming up with “The Big Idea” and How to Fuel Your Marketing Content
  3. 3. Abraham Maslow
  4. 4. Maslow’s Hierarchy of Needs
  5. 5. Maslow’s Hierarchy of Needs Content Web/Blog Email Paid Media Social Media
  6. 6. Conference Attendees Hierarchy of Needs
  7. 7. Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action. - Joe Pulizzi, The Content Marketing Institute “
  8. 8. Content Marketing’s Payoff
  9. 9. Mission Statement: To provide information to help farmers improve their operations.
  10. 10. Start with WHO
  11. 11. Effective buyer personas go beyond demographic information and document things like interests, fears, hopes and dreams – helping you truly understand how your readers tick
  12. 12. •Identify ALL the key personas •Name them •Include: • Basic demographic information • A “day in the life” narrative • Media habits • Goals • Needs • Motivations • Objections • Common questions
  13. 13. . . . WHAT . . .
  14. 14. Start with a Content Inventory •Web pages •FAQs •Blog articles •Presentations •Brochures •Flyers •Posters •. . . ?
  15. 15. “Lighter Content” “Heavier Content” Meme Photo Comic/Cartoon Template Checklist Cheat Sheet Tip/Fact Sheet Infographic Interactive tool Podcast eNewsletter Template Webinar Video How-To Guide/Worksheet Blog Article Research Report Web Page eBook White Paper Write Once, Use Many – Types of Content
  16. 16. . . . WHERE, WHEN & HOW . . .
  17. 17. WHERE to Distribute Content = WHERE the Audience is Reading Content Web/Blog Email Paid Media Social Media Potential Students Parents Spouses AlumniAdvisors Teachers Professors
  18. 18. To Gate or Not To Gate? • Gated content is anything behind a form • Requires a user to give some information • Usually personal information, like an email address — in order to see, read, or interact with the content • The more “valuable” the more questions you can ask • Tease up – “there’s more!” for both free and gated Download Your Free Guide! First Name: Last Name: Email*: ???: Get Your Free Guide
  19. 19. Get Organized – Planning Content for Distribution Week or Month Topic/Event Author Content/Format Persona Channel/Distribution
  20. 20. Was it Successful? Channel Key Metric Measurement Tool Social Media Audience size and engagement (likes, comments, shares) and most important – clicks and conversion. The social platforms have analytics or a third-party management tool. Paid Media Impressions and cost per impression; most important - clicks and cost per click, conversion and cost per. Google, the social platforms, and agencies will provide reports. Email Received, opens; most important - click-thru and conversion. The email tool will have analytics. Web/Blog/ Landing Pages Audience/Visitors; most important – conversions/conversion rate. Google Analytics is the gold standard.
  21. 21. Content Marketer’s Hippocratic Oath: Be useful and seek to establish a relationship.
  22. 22. Appendix: Resources and Tools • Thought Leadership: • The Content Marketing Institute • HubSpot • Contently • Jacobs & Clevenger • Ideas for Content: • Your Google Analytics – mine organic search terms • Your web site’s search – ask for list of terms searched • HubSpot’s blog idea generator • WikiHow – what are the topics people are talking about • Google AdWords Keyword Planner
  23. 23. Content What is it? Meme A visual medium that conveys ideas or practices, usually funny and memorable – catch attention and get shared on social media. Template A tool that allows the user to format a document or content – provided to be helpful and show thought leadership. Photography An image that tells a story; engaging content to give a diverse perspective of a brand or offer. Comic/Cartoon A visual medium to express ideas or practices, usually funny and memorable – catch attention and get shared on social media. Webinar A seminar conducted over the Internet; usually recorded so it can be repurposed later. Infographic A visual representation of information or data usually in charts and diagram form to explain a process or group of statistics – catch attention, convey information and great for social media sharing. Media likes infographics too. Interactive Tool A web application or widget that allows users to input data and get results – usually games and calculators are interactive tools. Video A recording or broadcast of moving image meant to convey meaningful content without having to read; good for presentations, demos/tutorials, how-to content, and case studies. Podcast Audio format recorded and placed online, convey meaningful content without having to read; good for conveying information that is easy to remember, since there isn’t a visual. Guide A 10-160 page written document that provides information usually in a step-by-step format to convey specific information or topic in a how-to with best practices, examples, diagrams, facts, and statistics. Glossary: Content Types
  24. 24. Content What is it? Checklist A 1-4 page list of items to do, usually in a sequential manner; usually presented as lists with check boxes. Tip/Fact Sheet A brief list, less than 5 pages, with quick-hit resources that include ideas, statistics and suggestions; usually numbered of bulleted lists. Cheat Sheet A 1-2 page reference sheet that gives tips and techniques; good at presenting high-level overview or key facts. eNewsletter A digital newsletter that is emailed to subscribers; provides medium to reconnect with prospects and a good nurturing campaign to stay top-of-mind. How-to Guide A step-by-step guide on a specific topic; can be formatted as web page, blog, eBook, or short PDF download. Web Page Content A core piece of information to be conveyed that should be on the web site; general description of programs, thought leadership, how-to content, and case studies are examples. FAQ Frequently Asked Questions – usually formatted as web page content, but a great “big rock” starting point. Blog A core piece of content and critical for helping websites be found in search; individual blog posts are usually stories, discussions, or opinions published and contain text, images, and links. Case Study A write- up of research findings usually presented in a problem and solution format and identify the contributing factors to the success or failure of the research. Research Report A report based on a research study and can be primary research conducted by your institution or secondary research conducted by an outside firm; effective at presenting stats and findings in an engaging way. eBook An electronic book that is 20-200 pages and formatted for skimming and scanning with plenty of sub- headlines, bulleted lists, and images to illustrate points. White Paper An authoritative report or guide to explain an issue, solve a problem, or make a decisions; meant to education readers with useful factual information and often complex or technical topic.