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Content Activation:
Turning Words into Action
March 10, 2015
Suzanne Carawan, Chief Marketing Officer, HighRoad Solution
S...
Agenda
• Introduction of Speakers
• Discussion #1: Define Content Marketing
• Our Working Definition of Content Marketing
...
What is Content Marketing?
Discussion #1:
How do YOU define
Content Marketing?
How We Define Content Marketing:
• “Content marketing is a strategic marketing
approach focused on creating and distributi...
2014 State of Digital Marketing Report
Conclusion: Associations are Behind
Are You Doing Content Marketing?
Discussion #2:
What is your association
doing in regards to
content marketing?
Essential Elements of Content Marketing
Content Strategy vs. Content Marketing
“Content marketing is a strategic marketing...
Content Strategy vs. Content Marketing
Content Strategy: The “Brains”
Bigger picture, goal oriented, drives the
content ma...
Are You Re-Purposing Content?
Discussion #3:
Are you currently
re-purposing any of
your content?
ERA’s Approach to Content Marketing
• Goals:
– Grow our list
– Identify more lead opportunities for membership and
sales
–...
Buyer Persona: Marketing Mike
Buyer Persona: Marketing Mike
Content Mission Statement
• “Welcome to the Electronic Retailing
Association (retailing.org), the place where
direct respo...
Topic Areas
• 10 overarching topic areas identified by
Content Committee.
• These topic areas address the problems
that ou...
Channels and Delivery
Blog.Retailing.org
Content Strategy
X Define Goals
X Identify Audience(s)
X
Develop Buyer
Personas
X...
Content Calendar and Plan In Action
Content Strategy
X Define Goals
X Identify Audience(s)
X
Develop Buyer
Personas
X
Cont...
Success of Our Blog
The blog is the beating heart of ERA’s Content Marketing Strategy.
ERA Blog Views by month since June ...
Member Feedback and Engagement
Written Directly to our CEO About Our Blog:
• Blog content has been excellent. I feel I hav...
Get Started: DRTV eBook – June 2014
1. Start small and see what happens.
2. Don’t lose faith if it doesn’t work, try somet...
The Not-So-Successful Attempts
What do all of these have in common?
Expert Predictions for 2015 – Jan 2015
So how did we take one
piece of content and turn
it into 11+++ pieces of
content?
Content Re-Purposing at It’s Finest
Topic: Web Optimization for Direct Response
Speaker: Oded Noy
Pre-Show Speaker Intervi...
Blogging: 6, 7, 8, 9, 10…
11 (coming soon!)
Web Optimization for
Direct Response eBook
+ relevant content
+ engagement
+ lead generation
+ list grow...
The +++
• Give the audience what they want, what they respond to
• Produce valuable content
• Find ways to build “content momentum...
Discussion #4: Two Strategies
Discussion #4:
What are the two things
you’re going to do when
you get back to your
office?
Resources for You
• Content Marketing Playbook:
– Content Marketing Plan Methodology
– Assets Database Template
– Contribu...
Resources:
State of Digital Marketing in
Associations Report
• Download the Report:
• http://pages.highroadsolution.com/20...
Continue the Conversation
Register:
http://pages.highroadsolution.com/lunchbunch
Contact Us
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution
scarawan@highroadsolution.com
703.297.8480
@suzanneca...
Content Activation: Turning Words into Action
Content Activation: Turning Words into Action
Content Activation: Turning Words into Action
Content Activation: Turning Words into Action
Content Activation: Turning Words into Action
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Content Activation: Turning Words into Action

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Presented at the 2015 ASAE Great Ideas Conference in Orlando, Florida. Scott Oser of Oser and Associates, Megan Becker of Electronic Retailing Association and Suzanne Carawan of HighRoad Solution presented the concepts of content marketing and inbound using HubSpot.

Published in: Marketing
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Content Activation: Turning Words into Action

  1. 1. Content Activation: Turning Words into Action March 10, 2015 Suzanne Carawan, Chief Marketing Officer, HighRoad Solution Scott Oser, President, Scott Oser Associates Megan Becker, Marketing Manager, Electronic Retailing Association
  2. 2. Agenda • Introduction of Speakers • Discussion #1: Define Content Marketing • Our Working Definition of Content Marketing • Where is the Market Now? • Discussion #2: What Is Your Organization Doing? • Essential Elements of Content Marketing • Discussion #3 – Re-Purposing Conversation • ERA: How We Got Started with Content Marketing • Discussion #4 – Two Strategies
  3. 3. What is Content Marketing? Discussion #1: How do YOU define Content Marketing?
  4. 4. How We Define Content Marketing: • “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” • Content Marketing Institute
  5. 5. 2014 State of Digital Marketing Report
  6. 6. Conclusion: Associations are Behind
  7. 7. Are You Doing Content Marketing? Discussion #2: What is your association doing in regards to content marketing?
  8. 8. Essential Elements of Content Marketing Content Strategy vs. Content Marketing “Content marketing is a strategic marketing approach… …focused on creating and distributing valuable, relevant, and consistent content…”
  9. 9. Content Strategy vs. Content Marketing Content Strategy: The “Brains” Bigger picture, goal oriented, drives the content marketing plan. Content Marketing: The “Beauty” Tactical output and delivery of your content strategy. Content Strategy Define Goals Identify Audience(s) Develop Buyer Personas Content Mission Statement Topic Areas Channels and Delivery Content Marketing Plan Content Calendar Content Marketing Articles News Releases Blog Posts Online Community Brochures Photos Case Studies Podcasts eBooks Print Ads Education Sessions Social Media Email Testimonials eNewsletters Videos Infographics Webinars Interviews White papers
  10. 10. Are You Re-Purposing Content? Discussion #3: Are you currently re-purposing any of your content?
  11. 11. ERA’s Approach to Content Marketing • Goals: – Grow our list – Identify more lead opportunities for membership and sales – Grow membership – Increase event attendance • Target Audience: Direct Response Marketers – Though our membership is comprised of both marketers and suppliers, our target audience for content is marketers. • Buyer Persona: Marketing Mike – Who at each company typically makes buying decisions as it relates to membership and sales – Budget Friendly Options Content Strategy X Define Goals X Identify Audience(s) X Develop Buyer Personas Content Mission Statement Topic Areas Channels and Delivery Content Marketing Plan Content Calendar
  12. 12. Buyer Persona: Marketing Mike
  13. 13. Buyer Persona: Marketing Mike
  14. 14. Content Mission Statement • “Welcome to the Electronic Retailing Association (retailing.org), the place where direct response marketers can find useful information, insights, and resources for growing their business.” The content mission statement addresses: • The core target audience: direct response marketers • What will be delivered to the audience: useful information, insights, and resources • The outcome for the audience: growing their business Content Strategy X Define Goals X Identify Audience(s) X Develop Buyer Personas X Content Mission Statement Topic Areas Channels and Delivery Content Marketing Plan Content Calendar
  15. 15. Topic Areas • 10 overarching topic areas identified by Content Committee. • These topic areas address the problems that our target audience is facing. Topic Areas  Advocacy  Brand Marketing  Consumer Behavior  Digital Marketing  Traditional DRTV  E-Commerce  International Markets  Retail  Self-Regulation  Support Services Consumer Behavior (Sub-Categories)  Buying Habits  Consumer Demographics  Consumer Trends Content Strategy X Define Goals X Identify Audience(s) X Develop Buyer Personas X Content Mission Statement X Topic Areas Channels and Delivery Content Marketing Plan Content Calendar
  16. 16. Channels and Delivery Blog.Retailing.org Content Strategy X Define Goals X Identify Audience(s) X Develop Buyer Personas X Content Mission Statement X Topic Areas X Channels and Delivery Content Marketing Plan Content Calendar
  17. 17. Content Calendar and Plan In Action Content Strategy X Define Goals X Identify Audience(s) X Develop Buyer Personas X Content Mission Statement X Topic Areas X Channels and Delivery X Content Marketing Plan X Content Calendar
  18. 18. Success of Our Blog The blog is the beating heart of ERA’s Content Marketing Strategy. ERA Blog Views by month since June 2014
  19. 19. Member Feedback and Engagement Written Directly to our CEO About Our Blog: • Blog content has been excellent. I feel I have read more information on the blog type formats you are sending out in the past 6 months than in all my years combined. They are short yet informative. • Content is exactly what has been talked about for years. I feel the transition has happened where ERA is becoming a true multiplatform association and not just TV.
  20. 20. Get Started: DRTV eBook – June 2014 1. Start small and see what happens. 2. Don’t lose faith if it doesn’t work, try something else. 3. Test, Test, Test….and Test, again. 519 Views 351 Submissions 67 New Contacts
  21. 21. The Not-So-Successful Attempts What do all of these have in common?
  22. 22. Expert Predictions for 2015 – Jan 2015
  23. 23. So how did we take one piece of content and turn it into 11+++ pieces of content?
  24. 24. Content Re-Purposing at It’s Finest Topic: Web Optimization for Direct Response Speaker: Oded Noy Pre-Show Speaker Interview 1. Video Interview 2. Blog Post 3. In-Person Education Session 4. Post-Session Speaker Interview 5. Post-Session Video Recording
  25. 25. Blogging: 6, 7, 8, 9, 10…
  26. 26. 11 (coming soon!) Web Optimization for Direct Response eBook + relevant content + engagement + lead generation + list growth
  27. 27. The +++
  28. 28. • Give the audience what they want, what they respond to • Produce valuable content • Find ways to build “content momentum” through re-purposing Moving Forward
  29. 29. Discussion #4: Two Strategies Discussion #4: What are the two things you’re going to do when you get back to your office?
  30. 30. Resources for You • Content Marketing Playbook: – Content Marketing Plan Methodology – Assets Database Template – Contributor Directory – Content Quality Assessment Tool – Content Editorial Calendar • HighRoadU www.highroadu.com
  31. 31. Resources: State of Digital Marketing in Associations Report • Download the Report: • http://pages.highroadsolution.com/2014digitalmarketing • Participate in 2015 Survey: • http://pages.highroadsolution.com/take2015report
  32. 32. Continue the Conversation Register: http://pages.highroadsolution.com/lunchbunch
  33. 33. Contact Us Suzanne Carawan Chief Marketing Officer HighRoad Solution scarawan@highroadsolution.com 703.297.8480 @suzannecarawan Scott Oser President Scott Oser Associates scott@scottoserassociates.com 301-279-0468 @scottoser Megan Becker Marketing Manager Electronic Retailing Association mbecker@retailing.org 703-908-1021 @meganbecker_era

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