Dare to be fascinating 2012

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Debra Sheridan of IVY Marketing Group share how to create content, manage and distribute fascinating content, every time!

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Dare to be fascinating 2012

  1. 1. Dare to be Fascinating!The Art of Content Marketing Debra Sheridan, President IVY Marketing Group, Inc. 630.790.2531 www.ivymarketing.com LSN, May 2, Navy Pier, 114B
  2. 2. IVY marketing group__________________ 1990 senior housing full service and services marketing & pr
  3. 3. content marketing is aboutcreating relationships & referralssenior housing is built on relationships and referrals
  4. 4. inbound marketing
  5. 5. content marketingis inbound marketing,outbound marketingand so much more.
  6. 6. content marketing
  7. 7. content marketing • audience • mapping • content content • editorial audit • calendar
  8. 8. audience
  9. 9. content audit type persona date audit leads topic
  10. 10. identify your buying cycleawarenessresearch/educationcomparison/validationpurchase
  11. 11. map your contentawarenessresearchcomparisonpurchasereferral/retention
  12. 12. editorial calendar design a calendar spreadsheet align with marketing goals fill in dates with tasks note the SEO keywords, call to action, other goals seasonal hooks repurpose tabs
  13. 13. content marketing’s channels qr readers newsletters mobile blogs and posts Website w of m seo social media publicity & twitter
  14. 14. website
  15. 15. Finding intriguing topics
  16. 16. compelling content•webinars•white papers•research studies•videos•podcasts•e-books
  17. 17. follow the news
  18. 18. monitor social conversations
  19. 19. recruit a team of content creators
  20. 20. keep a content backlog& style bank
  21. 21. repurpose content
  22. 22. take your video care everywhere
  23. 23. write annual and “best-of” features
  24. 24. conduct original researchrepurpose other
  25. 25. look beyond senior housing and services
  26. 26. keep a list of evergreen content
  27. 27. words • Action and animation Lively • Verbs rather than adjectives • Keywords SEO • Long tails • Links Source • Support
  28. 28. seo(search engineoptimization)“a set of methodologies thatmake it easier for searchengines to find, index,categorize & rank websitecontent”keywordson-page seooff-page seo
  29. 29. keywords
  30. 30. on-page seousing keywordsphrases in copy
  31. 31. off-page seolink building
  32. 32. accessoriesphotosvideoslinks
  33. 33. calls to actionlimited time
  34. 34. elements ofcalls to actionvaluableaction-orientedeasy to useprominent
  35. 35. landing pages
  36. 36. measurementmetricsgoogle analytics
  37. 37. winning strategyanalyze results
  38. 38. questions
  39. 39. Dare to be Fascinating!The Art of Content Marketing Debra Sheridan, President IVY Marketing Group, Inc. 630.790.2531 877.IVY.MKTG toll free www.ivymarketing.com

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