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netwealth educational webinar - How to supercharge your digital and social strategies with content marketing
- 3. Image source: No couch potato. (Reuters/Ilya Naymushin)
- 5. Image source: Getty images
- 6. Source: Comscore 2013, UK
- 21. So what is 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. The Content Marketing Institute
- 22. Chipotle is a Mexican restaurant chain that uses high quality raw ingredients and classic cooking in a “fast-food” category. Over the years they have used their cups and bags as a means of sharing their sense of humour, thoughts, and ideas. Recently, The Cultivating Thought series continues this tradition, presenting the words and whimsy of thought-leaders, authors and comedians through unique, you’ll-only-find-them-here essays, each illustrated by a different artist. #CultivatingThought
- 23. 1726 posts 244k followers 25,000 views703k followers 2.75m likes
- 24. SugarMamma Started in January 2015, SugarMamma is an online money and wellbeing website created to empower women so they can establish their financial freedom. Created by Canna Campbell, a financial adviser, the content is presented in short video format covering a variety of topics from getting rid of credit card debt to understanding passive income to budget friendly decorating and design. To date the YouTube channel has over 35k followers.
- 25. 11k followers 35k followers 2.5k followers
- 26. Backcountry is a online retailer that sells equipment for camping, hiking and fishing outdoor activities. They tell backstories of some of the products they sell, where they interview executives, staff and personalities who tell their outdoor adventure story. These stories are articles or short videos that are informational and inspirational.
- 27. 119k followers 622k likes 402k views 11k followers 2k followers 477k views 62k followers
- 28. TD Ameritrade is one of America’s largest online trading websites. They have been doing content marketing for years via their thinkMoney quarterly magazine. Creatively branded “the only reason to stop trading” it provides imaginative trading ideas, great writing, and expensive photography into 40 pages of trading know-how, tips, and at as they put it: “least one reason to turn off your trading station for 30 minutes.” It reaches over 200k readers who spend an average of 45 minutes reading it. TD Ameritrade
- 29. Montgomery Investment Management has 4 funds spanning Australian and international investments. The business is supported by a blog whose authors work at the business as analysts and portfolio managers. It looks to provide every-day Australians with investment ideas and insights. The content is largely articles and a weekly video.
- 30. BrighterLife is an online money, health and wellness publications created by Sun Financial to help Canadians make better-informed financial decisions. It doesn’t pitch Sun’s products, but instead seeks to become a trusted source of financial advice. The content is presented in multiple formats including guest blogs, videos and attractive infographics.
- 31. 27 MILLION PIECES OF CONTENT ARE SHARED EVERY DAY People are not limited in choice by where and what they consume There is a content option for every desirable need 329 MILLION PEOPLE READ BLOGS EVERY MONTH
- 32. Content types White papers Infographics Articles Videos eBooks Testimonials Internal Partners Commissioned Audience / need Audience / need Audience/ need Clients Photos Case studies Presentations Curated news Interviews Research paper Content sources Consumer relevance
- 33. Relevancy Gen X?SMSF trustee? High net worth?Ethical investor? Young mothers?
- 34. I use the internet for my needs My accountant provides me all the help I need I have a comsec account and am with an industry fund I have an financial adviser, she is great I have just moved, so am looking for an adviser closer to me
- 35. Day to day tips please I want to understand what I am investing in I like to feel I have some level of control I need new investment ideas I prefer to leave things to the experts
- 36. Cutting through the noise with ONE BIG CONTENT IDEA
- 39. The art of storytelling
- 40. AUDIENCE CONTEXT CHALLENGE CELEBRATION Audience: Who is the reader? Context: Why should the reader care? Introduce the characters, the challenge and some background. Challenge: What were the obstacles? What were the doubts and fears? How were they overcome? Celebration: A happy or at least positive ending. What did we learn? What feelings do you want your audience to have?
- 41. The art of (visual) storytelling Source: http://visualstorytelling.newscred.com/the-four-principles/p/1
- 42. Spot the stock…
- 44. Website (“Owned”) Website/s Search (Organic) Native advertising Search (PPC) Email CRM and database Facebook Landing page/s Display ads Blogger outreach YouTube Distribution Advertising (“Paid”) Social Media (“Earned”) Sponsored links Database Marketing (“Owned”) Content assets Slideshare Twitter Linkedin Blog Webinars Distribute, distribute, distribute Press releases
- 46. Brandscaping
- 47. 82% OF CONSUMERS FEEL MORE POSITIVE ABOUT A COMPANY AFTER READING CUSTOM CONTENT. INTERESTING CONTENT IS ONE OF THE MAIN REASONS PEOPLE FOLLOW BRANDS ON SOCIAL MEDIA. MILLENNIALS EXPECT BRANDS TO DEVELOP CONTENT FOR THEM, WITH 80% WANTING TO BE DIRECTLY ENTERTAINED THROUGH CONTENT MARKETING.
- 48. DIGITAL MARKETING IS HARD STORY TELLING IS EASIER, WE DO IT EVERYDAY STORY TELLING DIGITALLY IS DIGITAL MARKETING
- 49. Articles / Inspiration • 14 Examples of Truly “Epic” Content: How Does Yours Stack Up? • How to assemble a high converting eBook • Infographic cheat sheet layout • 10 exceptional B2B content marketing examples • The power of visual storytelling • Law firms – the surprising new adopters of content marketing • The 6 kinds of stories • Storytelling 101: 3 Tips for Creating Compelling Content Marketing • Contently - The finance issue • How the Insurance Industry Is Taking Content Marketing By Storm • Creative Content Marketing for Financial Services: 3 Examples • How Guardian Life Uses Content to Reach Millennials Example financial adviser newsletters/blogs • Barefoot investor • Rockstar finance • Behaviour Gap • Aspen Leaf Partners • The best money blogs Tools • Simple, graphic design software - Canva • Content marketing checklist • Customisable eBook templates • Creating Your First Big Rock: A Step by Step Guide for Marquee Content • 10 Free infographic templates • Step-by-Step Guide to Writing Case Studies • The Ultimate Content Strategist Playbook: Evangelizing Content and Setting Yourself Up for Success • A Proven Marketing Strategy and Plan for Financial Advisors • Stock photo website #1 – inexpensive • Stock photo website #2 – medium cost • Stock photo website #2 – high end Content marketing newsletters/blogs • Contently • Content Marketing Institute • Raconteur
- 50. netwealth Educational Series DISCLAIMER FOR FINANCIAL ADVISER USE ONLY This information has been prepared and issued by netwealth Investments Limited (“netwealth”), ABN 85 090 569 109, AFSL 230975, ARSN 604 930 252 for the general information of its advisor clients only. It is a general summary only and contains opinions on some publically released information and is not advice. While care has been taken in the preparation of this information (using sources believed to be reliable and accurate), netwealth does not warrant or represent that the information is accurate, complete or current. netwealth, any other member of the netwealth group of companies, their officers, employees or representatives will not be liable for any loss or damage suffered by any person arising from reliance on any of this information. Anyone proposing to rely on or use the information should first obtain appropriate independent professional advice.
Editor's Notes
- Does this surprise anyone?
- Survey monkey: 61% of people admit to using their mobile phones while going to the bathroom. 43% of people admit to using their phone in the bathroom multiple times a month. 44% admit to hearing a toilet flush on the other end. 49% of people read text messages while in the bathroom. 92% of respondents checked social media on the phone in the past month. 30% even answered the phone while in the bathroom. 31% stayed in the bathroom longer than necessary to finish activity on their phone. I'm guilty of this one! 9% of users admitted to dropping their phone at one point in the toilet!
- http://www.istockphoto.com/photo/looking-4834841?st=1830ecb
- Youtube - 25000 views
- http://www.backcountry.com/explore/how-to-choose-a-backpacking-tent
- Youtube - 25000 views
- thinkMoney® is our award-winning quarterly magazine, here in electronic form. Full of cool tips and trading tool how-to's and fresh thinking, you can read it online now or download it and save it for later. Whatever you decide, it's fast reading you're sure to love. Let us know what you think. Email us at thinkmoney@tdameritrade.com.
- http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing/ http://www.istockphoto.com/photo/diverse-people-in-a-seminar-about-digital-marketing-65905007?st=5f11fc7 http://www.istockphoto.com/photo/diverse-people-in-a-seminar-about-digital-marketing-65905007?st=387882d http://www.istockphoto.com/photo/social-media-cubes-27554877?st=9277edc http://www.istockphoto.com/photo/online-marketing-map-and-terms-20387028?st=4db6723 http://www.istockphoto.com/photo/worldbrands-of-internet-30652402?st=8e2de91
- How to guides and checklists Data visualisation Podcasts
- Target audience What are their demographics
- Target audience Where are they in the buying/client cycle?
- Target audience What are their attitudes and financial needs Segment into 4-6 manageable groups Pick one to start with
- Find one big idea that can be cut up into smaller piece Aim for originality Research Put yourself in your audiences shoes Read publications they may read Look at your competition/peers
- Here are three tips that will elevate your content marketing from textbook to must-read: 1. Introduce us to a hero. The vast majority of products and services are intended for use by people. And people like to read about people. While cars are pretty fascinating machines, for example, the story of a dad mastering the carpool with the savvy of a professional racecar driver is one that is instantly relatable. Create a character that the members of your audience understand, aspire to be, or would love to meet, and you can create a near-instant connection that will pull them into your story. 2. Set the stakes. It is likely that your product or service is intended to solve a problem of some sort. Perhaps you don't think of it as a "problem," but maybe you should. All great stories include a conflict that the hero must overcome. While your product might not disarm a bomb before the bus explodes, you need to think like your customer and figure out what's at stake (and how you can help prevent imminent disaster!). A harried single mom has two kids and no insurance, but you are there to help her quickly, easily keep her family safe. No need to sell your audience on why you are better than the rest. Instead, hook your audience with a plot that matters. 3. Pay off. There is nothing more frustrating than falling in love with a character, fighting alongside as he or she battles through 300 pages or a couple of hours of plot, and then pfffffft, the story fizzles out with a trite ending or, worse, no ending at all. If you've captured the attention of your audience, do not waste their time, even if they're reading a 500-word blog post or watching a one-minute informational video. Bachelor Brad finds his dream pad on the beach but finds himself out of his depth on décor. Your website offers tools that let him upload photos and see how furniture will look, and customer support provides great advice filled with humor. Brad ends up with not only the pad of his dreams, but also has an epic housewarming and gets the surfer girl, too. Deliver an ending that satisfies and, along the way, demonstrates the value of your products or services to your audience. You might not view your business as the stuff of blockbuster ads, much less major motion pictures. However, when you think about your customers as real people with real problems--catastrophic or mundane--and the way your product can help them, you will begin to see the stories in your work. Tell those stories, and you'll create great content marketing.
- Stock photos suck – Never before has the human race been better at spotting a fake. Getty Images Director of Visual Trends, Pam Grossman, confirms: “The viewer’s eye has become a lot more sophisticated,” and what it wants — above all — is something real. In the age of the selfie, people want something that speaks to them personally. Images that come off as constructed, airbrushed, or posed no longer resonate. People want the unpredictable, but familiar at the same time. They want real, candid moments from everyday life. Moments that speak to the human experience. That’s the kind of connection that secures a strong and stable bond.
- Build re-suable assets
- https://www.youtube.com/watch?v=3aEvjuPbgQo
- http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing/ Content is essential to supporting loyal, trusting relationships between brands and consumers. 82% of consumers feel more positive about a company after reading custom content. (Demand Metric, 2014) 90% of consumers find custom content useful. (Demand Metric, 2014) 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council, 2011) Content dominates consumers’ online experiences. 50% of consumer time online is spent engaging with custom content. (HubSpot, 2013) Content marketing helps create the engaging experiences that customers seek and helps develop deeper connections between brands and consumers. 64% of people say the customer experience is more important than price in their choice of a brand. (Gartner, 2014) By 2020, that customer experience will overtake price and product as the key brand differentiator. (Gartner, 2014) 70% of consumers say content marketing makes them feel closer to the sponsoring company. (Roper Public Affairs, 2012) Content is a leading driver of brand engagement on social media and motivates consumers to take action. Interesting content is one of the main reasons people follow brands on social media. (Demand Metric, 2014) 60% of people are inspired to seek a product after reading content about it. (Demand Metric, 2014) Content also is becoming increasingly essential for targeting younger demographics. Millennials expect brands to develop content for them, with 80% wanting to be directly entertained through content marketing. (Edelman, 2012) B2B audiences have also embraced content marketing and incorporated it into their purchasing process. 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Roper Public Affairs, 2012) 75% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (Demand Gen Report, 2014) The average B2B buyer has completed 57% of the purchase process before engaging a vendor’s sales team. (CEB/Google, 2012)