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CommA Conference - Content Ready, Set, Go... Right?
The document discusses the essentials of content marketing, outlining its role in building relationships, promoting transparency, and adapting to modern strategies. It emphasizes the importance of understanding audience needs, leveraging technology, and fostering a culture focused on results and collaboration. The content marketing maturity model is highlighted, encouraging organizations to differentiate their stories and continuously adapt based on data and metrics.
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CommA Conference - Content Ready, Set, Go... Right?
- 1. Content Marketing: Ready, Set,Go….Right? Erica Klinger, Director of Marketing, Seattle Foundation Kate Allgeier, Content Director, The Chicago Community Trust 1
- 2. On the agenda •What does content marketing do? • 6 keys to becoming a content-driven brand • Breakout session: Put it to work! 2
- 3.
- 4. Good content marketing promotestransparency across all levels of the organization, both internally and externally. contentmarketinginstitute.com 4
- 5. What + why? What it is: Valuable, relevant, consistent content Building relationships to drive action Why you do it: Your community is worth investing in Your foundation is the right partner for that investment 5
- 6. Then + now CASESTUDY: JELL-O, 1904 6
- 7. Then + now 1890s: Emergence of brand as storyteller 2015: 91% of B2B brands, 86% of B2C brands are content marketers Building relationships, inspiring action = Timeless 7
- 8. Be the generousproblem-solvers that you are. Source: Content Marketing Association 8
- 9. Shift to “new”marketing STOP relying on old tactics: “because it’s what we did before” STOP pushing out content you think they want: “they should know about” STOP drawing conclusions without having data: “I think syndrome” 9
- 10. Content by audience CommunityFoundations, Communication professionals. 10
- 11. Personalized by individual By name,likes and interests, location, behavior. 11
- 12. Metrics for success MarketoContent Marketing Tactical Plan Workbook 12
- 13.
- 14. A shift inculture from a list of deliverables every time someone asks for them, to focusing as a team on results and outcomes. contentmarketinginstitute.com 14
- 15. Content Marketing MaturityModel Top Rank Online Marketing 15
- 16. Understand the terrain 16 Acknowledge the culture change Hitch up to your organization’s goals Invite everyone in Champion your champions
- 17. Create a staffing plan •Roles • Size • In-house vs. agency 17
- 18. Draw a contentroadmap 18 Identify audience personas Define your content vision What experience can you give? What is your opportunity to stand out in the landscape? What is your voice? Create a master editorial calendar
- 19. Power up forpromotion 19 Partnering with IT team Using marketing automation technology Leveraging channel Integration insights
- 20.
- 21.
- 22.
- 23. Build an optimizationplan 23 Learn from successes and failures and review metrics Report back, celebrating progress and adaptation
- 24.
- 25.
- 26. Differentiate. Tell a differentstory from anyone else, not the same one in an incrementally better way. contentmarketinginstitute.com 26
- 27. Food for thought 27 Where are you in your content marketing maturity? How many people have a cross-team annual plan & goals? What are your biggest obstacles for change? What could help remove them?
- 28. Breakout by obstacle 28 Capacity & Staffing Technology Creating Content
- 29. Guiding Questions 29 Whohas a model you can learn from? How much do you spend on IT/infrastructure? What are examples of community foundation personas?
- 30. Thank you. Questions? Erica Klinger,Director of Marketing, Seattle Foundation Kate Allgeier, Content Director, The Chicago Community Trust 30
Editor's Notes
- #5 ERICA: YIKES, philanthropy is very PRIVATE and PERSONAL. relies on sharing knowledge and resources (items traditionally coveted for only fundholders). You will need support outside of your marcom teams to build content.
- #6 KATE: In today’s climate, it’s no longer enough to simply offer philanthropic services and vehicles. It’s not even enough to go out and advertise that we offer philanthropic services and vehicles. We have to break out the knowledge and expertise that we’ve acquired and share it out in ways that help people do their philanthropy better. ERICA: Positions you as a thought leader Move people through your sales funnel with content applicable at different stages Boosts SEO - Google loves quality content
- #7 Just a quick detour to talk about the deep roots of CM…
- #8 …and why it’s stuck around—because it works. …and why it’s a natural fit for community foundations.
- #9 Helping people solve challenges is in foundations’ DNA.
- #15 ERICA – Different roles, from order taking to a collaboration of sharing metrics and insights Shared goals – Not just about awareness or development and fundraising – all work together to create the full customer experience Need buy-in from all dept to make this work
- #16 ERICA: Seek to dominate USP? St. Jude as at Monetization, When I started at SF – Stasis. Now at Storytelling in 1.5 hrs – probably a 2 year process. Didn’t have the tools, no marketing – just communication. All brand and all driven by not doing anything that causes more work. A lot of recycling of other people’s content Moved to documenting a strategy, initial processes, staff roles, updated technology and wanted input from everyone Implemented some low cost, quick turn tech temporary solutions, focused on SOCIAL AND BLOGGING Now doing paid advertising and print this year, working ROI reporting with web analytics
- #17 Trust’s reorg around CM came amid the context of new brand, new strategic plan, new website When fully activated, it changes everyone’s job descriptions and ways of working together To build buy-in, choose editorial lines that directly ladders up to org goals Everyone on your staff is a thought leader who has something to contribute Help them see themselves as content creators Lower the barrier to entry: Rethink work your colleagues are already doing Dedicate resources to the early adopters who will help you push Celebrate their successes
- #18 syndication: Supply of content (articles, cartoons, stories, etc.) ... on a subscription basis to marketers or media (periodicals, radio and television… As a content curator, you are marketing your organization as a supplier of good information: a funnel that filters out the crap and promotes the gems.
- #19 Personas: Who is your audience? What kind of information are they looking for? Where are they? Vision: CM isn’t just about selling product, it’s about creating an experience for people Landscape: Who else is talking to those people we want to reach? What messages are they already hearing? What we want our personality to be, when someone reads one of our articles or visits our website? How do you express that through the way you choose stories and the way you write and present them? Trust: Vision: The connector and catalyst of today’s big ideas to create tomorrow’s lasting community change Tone: Supportive, accessible, inspirational, visionary Calendar: Define series, velocity, frequency, balance
- #21 syndication: Supply of content (articles, cartoons, stories, etc.) ... on a subscription basis to marketers or media (periodicals, radio and television… As a content curator, you are marketing your organization as a supplier of good information: a funnel that filters out the crap and promotes the gems.
- #22 syndication: Supply of content (articles, cartoons, stories, etc.) ... on a subscription basis to marketers or media (periodicals, radio and television… As a content curator, you are marketing your organization as a supplier of good information: a funnel that filters out the crap and promotes the gems.
- #23 syndication: Supply of content (articles, cartoons, stories, etc.) ... on a subscription basis to marketers or media (periodicals, radio and television… As a content curator, you are marketing your organization as a supplier of good information: a funnel that filters out the crap and promotes the gems.
- #27 You are the right people to do this, because you know your foundation. How does your foundation see your community? What opportunities? Help everyone else see it in the same way.