Introduction to Content Strategy For Sydney Drupal Users Group by Shanelle Clapham Sept 17th, 2015

1. Content Marketing Strategies
Drupal Meeting
17th September 2015
Presenter: Shanelle Newton Clapham

2. Nice to meet you
• Shanelle Newton Clapham
• Consultant with more than 12 years
of experience in digital marketing
• Author of Attracting Donors Online

3. What is Content Marketing?

4. Air New Zealand SafetyVideos
1. Hobbit https://www.youtube.com/watch?v=qOw44VFNk8Y
2. Bear Grylls http://youtu.be/xJheoLUtX_Q
3. Betty White http://youtu.be/O-­5gjkh4r3g
4. Paradise http://youtu.be/SQDip9V49U0

6. What is Content Marketing?
Content marketing is a marketing tactic of creating
and distributing content that is relevant and valuable to a
specific target audience.
This content, or engagement objects, aim to attract,
acquire, and engage a clearly defined and
understood audience – with the
objective of driving profitable
customer action.
http://www.parachutedigitalmarketing.com.au/blog/content-­marketing-­online/content-­marketing-­is
-­an-­essential-­part-­of-­a-­successful-­digital-­marketing-­strategy

7. Digital content channels
• Identify the role of each channel
• Every touch-­point needs to stand alone, as well as part of
the bigger story
• Stories aren’t linear.

8. Digital channels
Identify the role of each chann

9. Episodes that can stand alone

10. Stories aren’t linear

11. Case study: A Million Miracles
http://millionmiracles.org/

12. A Million Miracles
Story

13. A Million Miracles
Amazing stories, delivered
through digital.
• Streaming live surgery
• Social Media
• Field videos
• Email
• PR + media
• Traditional advertising.

14. Content Marketing Strategies

15. Content marketing strategies
1. Reaching new audiences
• Engagement
• Branding + awareness
• Relationship building
• Nurturing (preparing for conversion/ acquisition)
2. Retention & relevance
• Relationship management
• Loyalty and repeat visitation/ purchase
• Cross-­sell and upsell.

16. Keep it simple

17. Who are you creating content for?
Getting inside your user’s head
•Who is the audience?
•What do they care about? Why are
they connected to your organisation?
•What are they trying to do when they
visit your organisation online?
•What is their story?
•How is your message or story
relevant to their lives?

18. Website Persona’s
UNSW ENGINEERING WEBSITE USER CURRENT UNDERGRADUATE AIDEN KNELLER
Age: 19
Technology usage: PC, tablet, mobile
Access environments: UNSW campus, home
Social media usage: medium level Facebook/Twitter user
WHAT AIDEN NEEDS FROM THE WEBSITE
 Make my day easier by giving me what I need, when I need it.
 I need easy access when I'm on the go.
 Let me know when there are events on that I might be interested in.
 I need to make the right re-enrollment decisions throughout my program.
 Help me to feel connected to the university and my school.
 If I need to contact someone, make it easy for me.
AIDEN IS AT THE TYREE CAFE GETTING HIMSELF SORTED OUT FOR THE YEAR
It's the first few days into second year and Aiden is still getting his head around things.
Definitely easier the second time around, he reflects. Anyway, this place feels like home.
Collecting his coffee from the barista, he finds a table in the morning sun, takes out his iPad
and settles in for a quiet session.
The first thing he needs is a replacement for that hard copy OHS declaration he'd somehow
managed to lose. No way I'll be getting into the lab tomorrow without that.
He's got a pretty good idea where to find it. Swinging straight through the faculty website to
the School of Photovoltaic and Renewable Energy, he finds it and then sends it to himself to
print at home tonight.
Wait, where is the lab anyway? He checks the room number with the site's indoor mapping.
Here it is: 409. One less thing to chase up. This time last year I was getting lost right and left.
Aiden sits back and sips his coffee, thinking about the next task. Over the break, he was
thinking about getting involved in a research project this year. That one at the Photovoltaics

19. Nurturing prospects
into customers
Engagement
Education
Awareness
Emotional
connection
Relationship Building
Keep content
focused
Keep adding to the
story
Grow their
empathy/ rage/ fear
Convert to customer
Pose questions
Ask them to do
something
Give them a
compelling reason
to do it NOW

20. Converting with content
• Content marketing is not a direct response channel, its about
influencing opinions and behaviour through information
• We use content marketing because its more subtle
• We use content because it can get us access to audiences
and partners whom we may not be able to reach in any other
way
• Its important to place soft call to actions within the content,
but it should be secondary of the integrity of the content itself
which is about telling a story and adding value to the viewer/
reader/ participant.

21. Integrating online with
offline strategies
Websites
Print
Media
Radio
Direct
Mail
TV
Social
Media
Email

22. What is a customer journey?
• Building an emotional relationship with your subscribers
through a planned series of touch-­points and channels,
specifically to engage them, warm them up for sales and
nurture and retain them once they’ve become customers.
• The objective is to:
• Grow database (sign petitions, join email newsletter)
• Build trust
• Develop an emotional connection
• Convert from Subscriber to Customer
• Convert from one off customer to repeat buyer
• Lifetime valued relationship (retention).
You need great stories

24. The results content can produce
Our results:
50,000+ new supporters
1267 new regular givers
29% lower $CPA than F2F
92% first gift completion
(only 3% cancellation)
Doubled donor retention
1.74 ROI in Year 1

26. If you’re keen to learn more…

27. ²Digital Academy Learn & Implement
starts 23rd September, 5 days, once a week
²Google Grants Adwords Introduction
13th October, half day
²Digital Marketing without Budget
10th November, half day
Upcoming courses

28. Questions?

29. Thanks