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Don’t Be Intimidated by
Content Marketing
Indiana Bankers Association 2016
Kristin Sundin Brandt
Sundin Associates
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Chevrolet
Intel
Embassy Suites
Real Simple
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
What is Content Marketing? The Content Marketing Institute
Indiana Bankers Association
HelloIndiana Bankers Association Me...
Attract
Acquire
Branding / Awareness
Credibility / Social Selling
Customer Education
Recruitment
Sales / Cross-sell
Indian...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
fastlane.gm.com
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
fastlane.gm.com
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtu.be/vIC7Fw1rFF4
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
youtube.com/user/bankofamerica/
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Newsletters
Seminars/Webinars
White Papers
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Ge...
Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Getting Started
Establish Your Goals
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Branding / Awareness
Cre...
Industry News
Refinancing
Decorating & Design
Home Improvement
Home Buying
Indiana Bankers Association
HelloIndiana Banker...
Curated
Leveraged
Original
Product
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Choose You...
Curated
Don’t be intimated by content marketing Sundin AssociatesIndiana Bankers Association
Curated
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Curated
Reputable Resources
Compliance
No Traffic
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Cur...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Curated+
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Curated+
Drives Traffic
Low Engagement
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Leveraged Original
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Leveraged Original
Readily Available
Drives T...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Leveraged Purchased
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Leveraged Purchased
Readily Available
May Nee...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Product
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Product
Supports Goals
Drives Traffic
blog.firstcountybank.com
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
Serial Newsletter
Mixed Engagement
H...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
alterrabank.wordpress.com
“My first few posts were dry, hard to write and not
very interesting, even to me. Then I had a
b...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
High Engagement
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
High Effort
www.youtube.com/user/CharlesRiverBank/
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Origin...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original
Between2Hearts.com
FareCompare.com
Money Crashers
Indiana Bankers Association
HelloIndiana Bankers Association Mega Confer...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original – Other Voices
Educate
Gain Insight
Collaborate
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original – O...
Non-Industry perspective
Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original – O...
Tell Their/Your Story
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Original – Other Voices
Chewy
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Managing the Content
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Curated Product Original
Curated Leveraged
Original Product Curat...
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Privacy
(FTC)
Affordable
Mortgage
Should you
refinance?
Spring
up...
W
W
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Distributing the Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Distributing the Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Reduce Reliance
Ownership
SEO
Cross-Sell
Curated
Original
Leveraged
Product
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Distributi...
To: > Test First Name
News you can use from First County Bank. View this email in your browser
Introducing Talking Points
...
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Tracking Results
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Tracking Results
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Tracking Results
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Tracking Results
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Tracking Results
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Tracking Results
visual.ly
Define YOUR Success
Don’t Drown in the Data
Track Trends Over Time
Be Prepared to Fail
Indiana Bankers Associati...
Know Your Audience
Protect The Base
Quality Over Quantity
Think Like a Publisher
Content & Advertising
Measure & Evaluate
...
Sundin Associates
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Thank you!
Kristin Sundin Brandt
President
508.650.9668
kristin@sundininc.com
Distributing the Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Distributing the Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
Distributing the Content
Indiana Bankers Association
HelloIndiana Bankers Association Mega Conference
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Don't be Intimidated by Content Marketing

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Bank marketers have been developing all kinds of content for years ‒ think newsletters, op-eds, tip sheets and more. The difference today is we have multiple channels available for distribution, and it’s not surprising that people become overwhelmed by all the choices. To be successful in content marketing, banks need to take a few risks, be authentic and tell a story. This session gives tips on creating content that creates connections and achieves your goals.

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Don't be Intimidated by Content Marketing

  1. 1. Don’t Be Intimidated by Content Marketing Indiana Bankers Association 2016 Kristin Sundin Brandt Sundin Associates
  2. 2. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  3. 3. Chevrolet Intel Embassy Suites Real Simple Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  4. 4. What is Content Marketing? The Content Marketing Institute Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  5. 5. Attract Acquire Branding / Awareness Credibility / Social Selling Customer Education Recruitment Sales / Cross-sell Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  6. 6. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  7. 7. fastlane.gm.com Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  8. 8. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference fastlane.gm.com
  9. 9. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  10. 10. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  11. 11. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  12. 12. youtu.be/vIC7Fw1rFF4 Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  13. 13. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtu.be/vIC7Fw1rFF4
  14. 14. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtu.be/vIC7Fw1rFF4
  15. 15. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtu.be/vIC7Fw1rFF4
  16. 16. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtu.be/vIC7Fw1rFF4
  17. 17. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtu.be/vIC7Fw1rFF4
  18. 18. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtu.be/vIC7Fw1rFF4
  19. 19. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference youtube.com/user/bankofamerica/
  20. 20. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  21. 21. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  22. 22. Newsletters Seminars/Webinars White Papers Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Getting Started
  23. 23. Content Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Getting Started
  24. 24. Establish Your Goals Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Branding / Awareness Credibility / Social Selling Customer Education Recruitment Sales / Cross-sell
  25. 25. Industry News Refinancing Decorating & Design Home Improvement Home Buying Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Know Your Audience
  26. 26. Curated Leveraged Original Product Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Choose Your Content
  27. 27. Curated Don’t be intimated by content marketing Sundin AssociatesIndiana Bankers Association Curated
  28. 28. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Curated
  29. 29. Reputable Resources Compliance No Traffic Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Curated
  30. 30. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Curated+
  31. 31. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Curated+ Drives Traffic Low Engagement
  32. 32. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Leveraged Original
  33. 33. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Leveraged Original Readily Available Drives Traffic Positive Engagement
  34. 34. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Leveraged Purchased
  35. 35. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Leveraged Purchased Readily Available May Need Editing Low Engagement
  36. 36. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Product
  37. 37. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Product Supports Goals Drives Traffic
  38. 38. blog.firstcountybank.com Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  39. 39. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  40. 40. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original Serial Newsletter Mixed Engagement High Effort
  41. 41. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  42. 42. alterrabank.wordpress.com “My first few posts were dry, hard to write and not very interesting, even to me. Then I had a breakthrough. I wrote about my passion for Bruce Springsteen. Very personal, very “non-banky.” The response was overwhelmingly positive.” Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  43. 43. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  44. 44. High Engagement Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original High Effort
  45. 45. www.youtube.com/user/CharlesRiverBank/ Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  46. 46. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original
  47. 47. Between2Hearts.com FareCompare.com Money Crashers Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original – Other Voices
  48. 48. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original – Other Voices
  49. 49. Educate Gain Insight Collaborate Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original – Other Voices
  50. 50. Non-Industry perspective Content Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original – Other Voices
  51. 51. Tell Their/Your Story Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Original – Other Voices
  52. 52. Chewy Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Managing the Content
  53. 53. Sunday Monday Tuesday Wednesday Thursday Friday Saturday Curated Product Original Curated Leveraged Original Product Curated Leveraged Product Curated Product Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Managing the Content
  54. 54. Sunday Monday Tuesday Wednesday Thursday Friday Saturday Privacy (FTC) Affordable Mortgage Should you refinance? Spring update ideas (HGTV) Sponsorship Credit, debit or prepaid? Credit Cards Credit card payoff (Money) Community Event Checking choices Mobile security tips (FDIC) Affordable mortgage Plan Resources Schedule Compliance Think like a magazine editor Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Managing the Content
  55. 55. W W Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Distributing the Content
  56. 56. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Distributing the Content
  57. 57. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  58. 58. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  59. 59. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Reduce Reliance Ownership SEO Cross-Sell
  60. 60. Curated Original Leveraged Product Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Distributing the Content
  61. 61. To: > Test First Name News you can use from First County Bank. View this email in your browser Introducing Talking Points from First County Bank I am pleased to introduce an exciting new benefit for our customers – Talking Points, our monthly email newsletter. Through Talking Points we will share valuable information designed to help you make informed decisions about your personal and business finances, plus Bank news, specials and community information. Talking Points is provided to you without cost or obligation, and you may "opt out" at any time using the link at the bottom of this, and every issue, of the newsletter. Please know that we will never share, or sell, your email address. And, we will never ask for any account information nor include your personal financial information via Talking Points. I hope you enjoy this new benefit! Let's Talk! Excerpts: Scholarship Winners The First County Bank Foundation, in commemoration of Richard E. Taber’s retirement from First County Bank, awards annual scholarships to three deserving graduating high school seniors. CONTINUE > Mortgages Getting into the home of your dreams – or getting more value from your current home – is a breeze when you have a partner that understands the market, as well as your personal mortgage and home equity needs. CONTINUE > Date: August 20, 2015 at 3:45 PM To: > Test First Name News you can use from First County Bank. View this email in your browser Introducing Talking Points from First County Bank I am pleased to introduce an exciting new benefit for our customers – Talking Points, our monthly email newsletter. Through Talking Points we will share valuable information designed to help you make informed decisions about your personal and business finances, plus Bank news, specials and community information. Talking Points is provided to you without cost or obligation, and you may "opt out" at any time using the link at the bottom of this, and every issue, of the newsletter. Please know that we will never share, or sell, your email address. And, we will never ask for any account information nor include your personal financial information via Talking Points. I hope you enjoy this new benefit! Let's Talk! Excerpts: Scholarship Winners The First County Bank Foundation, in commemoration of Richard E. Taber’s retirement from First County Bank, awards annual scholarships to three deserving graduating high school seniors. CONTINUE > Mortgages Getting into the home of your dreams – or getting more value from your current home – is a breeze when you have a partner that understands the market, as well as your personal mortgage and home equity needs. CONTINUE > Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Distributing the Content Updated Monthly Generated Automatically
  62. 62. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  63. 63. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  64. 64. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  65. 65. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  66. 66. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  67. 67. Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  68. 68. visual.ly Define YOUR Success Don’t Drown in the Data Track Trends Over Time Be Prepared to Fail Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Tracking Results
  69. 69. Know Your Audience Protect The Base Quality Over Quantity Think Like a Publisher Content & Advertising Measure & Evaluate Tell a Story Indiana Bankers Association HelloIndiana Bankers Association Mega Conference Summing It Up
  70. 70. Sundin Associates Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  71. 71. Thank you! Kristin Sundin Brandt President 508.650.9668 kristin@sundininc.com
  72. 72. Distributing the Content Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  73. 73. Distributing the Content Indiana Bankers Association HelloIndiana Bankers Association Mega Conference
  74. 74. Distributing the Content Indiana Bankers Association HelloIndiana Bankers Association Mega Conference

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