Risks & Rewards Creating Authentic Content

Risks & Rewards of
Risks & Rewards of
Creating Authentic
Creating Authentic Content
Content

Maggie Crowley, Marketing Coordinator
sales@advisorwebsites.com | 1-866-638-0273 x212

SPEAKERS

Maggie Crowley

Stephanie Holmes

Marketing Coordinator
Advisorwebsites.com

CEO
The Money Finder

Questio
ns

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

AGENDA
Consumer
What
Risks
3

behavior is changing

is content marketing?
& rewards

ways to create valuable content

Next

steps

Questio
ns

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO
INTERNET SEARCH

91

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

WHAT ARE THEY LOOKING FOR ONLINE?

70%

would rather learn about your firm
reading an article rather than an
advertisement

68%

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

WHAT IS CONTENT MARKETING?

Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

LIKE WHAT?

Blog

Whitepapers

Statist
ics

Demo


Pricing

Video

Commitm
ent

Next
steps

RISKS

Ain’t got time for that

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

RISKS

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

REWARDS – VAST NEW OPPORTUNITIES

Top 3 rewards:
1.

Build your brand

2.

Establish credibility

3.

Become an expert

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

COMPANIES THAT BLOG

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

COMPANIES THAT BLOG

57%
of marketers acquired
customers from blogging

Source: State of Inbound Marketing, Hubspot, March 2012

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

3 ways to create valuable content

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

BEST PRACTICE TIP #1

Curate
Comment

Craft
Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

CONTENT CURATION
Action steps:
• Start once per month
• Find and share relevant pieces

• Write a few sentences on why
you thought it share worthy
• Use images
• Ask questions
• Then promote on social media

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

CONTENT CURATION

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

CONTENT CURATION

What about the risks?
•

As little as 1 hour a month

•

…And the rewards?

Second set of eyes
Share your plan with compliance

Statist
ics

Gives you a lot more than an online
resume with little writing

•

A good place to start

•

•

•

Allows you to build confidence in
your writing

Demo


Pricing

Commitm
ent

Next
steps

FIND, COMMENT, SHARE
Action steps:
• Start twice a month

• Find & share relevant pieces
where you have a supporting or
contradictory opinion
• Write a short piece linking to the
original piece
• Ask questions
• Then promote on social media
Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

COMMENTING ON CONTENT


…And the rewards?

• As little as 2 hour a month

• Gives you an authentic voice online

• Second set of eyes

• Makes you more searchable and
shareable

• Share your plan with compliance

• A good place to grow
• Allows you to take the next step
without creating content from
scratch

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

CRAFTING ORIGINAL CONTENT
Action steps:
•

Start once a week

•

Create a list of topics you are
passionate about

•

Write 250-500 word pieces

•

Use images

•

Ask questions

•

Promote on social media
Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

CRAFTING ORIGINAL CONTENT

And the rewards?

•

As little as 1 hour a week

• Builds your brank

•

Second set of eyes

• Makes you more memorable

•

Share your plan with
compliance

• A good place to be a leader
• People get to know you before
they meet you
• Attracts clients and COI from
anywhere

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

CASE STUDY: BLOGGING IN ACTION

Jeff uses his blog to answer
frequently asked questions

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

BLOGGING IN ACTION

“Life insurance retirement planning”

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

38 Million
results

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

Blogging:
search
engines love
blogs

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

All these
companies
pay for results

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

A SIMPLE ALTERNATIVE: WHITE BOARD VIDEOS

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

NOW WHAT?

1. Decide where to start
2. Put it in your schedule
3. Treat it like a sale…..one day it will be
4. Start your list
5. Make a plan
Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

EDITORIAL CALENDAR

Date

Topic

Friday, February 7

Saving for college

Thursday, March 13

3 tips for retiring couples

Tuesday, April 1

What are annuities?

Wednesday, May 1
Thursday, June 19

Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

REQUIRED TOOLS:
A website

Choose one with a built in blogging
platform that is user friendly

A second set of eyes

If you don’t have a captain-grammarpants on staff, hire a free lance editor

Time

There is no two ways about it, writing
your own content will take time.
Statist
ics

Demo


Pricing

Commitm
ent

Next
steps

NEXT STEPS


THANK YOU

…questions?

Risks & Rewards Creating Authentic Content

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (7)

Similar to Risks & Rewards Creating Authentic Content

Similar to Risks & Rewards Creating Authentic Content (20)

More from Loic Jeanjean

More from Loic Jeanjean (7)

Recently uploaded

Recently uploaded (20)

Risks & Rewards Creating Authentic Content