This document outlines an agenda for an event on optimizing content for educator engagement. The agenda includes three sections: 1) why content matters, 2) how to generate content that works, and 3) how to push out content and develop leads. Under the first section, it discusses how content should make people feel and provide value. The second section provides examples of different content formats and tools for finding content ideas. The third section discusses using lead generation content like ebooks and webinars, as well as distributing content on social media platforms popular with educators.

1. March 21, 2018
Optimizing
Content for
Educator
Engagement
MDR Lunch & Learn
November, 2019

2. Why content
matters.
How do you
generate content
that works?
Now that you’ve
got content, how
do you push it out
and develop leads?
Agenda
01 02 03

3. Why content matters

4. “We are not
thinking machines.
We are feeling
machines that
think.”*
—Antonio Damasio
*This is the key to building engagement.

5. People may not remember exactly what you did,
or what you said, but they will always remember
how you made them feel.
We asked educators,
“What words would you
use to describe
WeAreTeachers?”

6. Content is a gift
Give people what they’ve
been looking for
or what they didn’t know
they needed.
They’ll feel good
and come back for more.

7. What is good content? And what Isn't?
GOOD CONTENT IS NOT...GOOD CONTENT IS...
...sales collateral.
(Trying to sell someone something is not a gift.)
...an ad.
(People already see 5,000+ ads a day.)
...a way to show your expertise in action.
...is interesting.
..is useful and valuable to your customer.

8. Commit to Content
Business sites that post consistent content
have on average of 434% more
pages indexed by search engines than those
that don’t publish at all.
Between lead generation, brand
awareness, SEO, and thought leadership–
there are few areas of
marketing that don't benefit from content.
47% of buyers viewed 3–5 pieces of
content before engaging with a sales rep.
Companies with content receive 97% more
links to their website.
It gives you the content you need for social
media.

9. Poster Objectives
Give people what they want: fun or useful content
What do they search for?What do they need?What attracts them?
WEARETEACHERS —TEACHER LIFE GAME
NEED: Teacher stress relief, teacher- to-teacher gift.
GOAL: BuildWeAreTeachers opt-in list.
RESULT: 66,000 new opt-ins to our newsletter
“WHAT IS” SERIES:
NEED: Teachers are searching education terms.
GOAL: We want to be a trusted answer and rank for these
evergreen search terms.
RESULT: 28,000 page views on this article,600K+ on
the series.
What is Differentiated Instruction?

10. How do you
generate content
that works?

11. Generating Content
Six formats to make it happen
RESOURCE LIST: PULLTOGETHER IDEAS
YOUR AUDIENCEWILLVALUE.
CROWD-SOURCE: CONTENT FROM
SOCIAL OR AROUND THE WEB.
(Tweets, Quotes, Instagram, Reddit)
COMMENTARY: BUILD UPON A CURRENT
NEWS STORYYOUR READERS CARE ABOUT.

12. INTERNAL BLOG: PULL EXPERTS
FROM AROUNDYOUR COMPANY TO
FOCUS ON DIFFERENT AREAS OF
INTEREST.
GUEST BLOG: INVITE EXPERT
CONTRIBUTORS (Customers, educators,
expert consultants, figures in your field.)
INSTRUCTIONAL: HOW-TO OR STEP-
BY-STEP BLOG THAT WILL BE HELPFUL TO
YOUR READER.
Generating Content
Six formats to make it happen

13. Check
Google
Suggestions

14. 1. Choose a keyword.
2. Results give you a graphic chart
of Google and Bing searches
related to that keyword.
3. This free tool is great for
headline writing and finding fresh
content angles.
AnswerThePublic.com

15. Google
Keyword
Planner
Enter a keyword or
phrase.
See average monthly
searches for the phrase
and related phrases.
This free tool is great for
identifying keywords to go
after and new content
approaches.

16. Spyfu.com
See competitor analytics
including what keywords
they rank for, monthly
SEO clicks, ranking
history and paid
campaigns.
This paid tool is about
$30 per month. Useful
for strategy, identifying
content gaps.

17. Now that you’ve got content,
how do you
push it out
and
develop leads?

18. Content is the
Magnet for Lead Generation

19. 20 Kinds of Lead
Generation Content
We’ve tried them all.
E-Books
Webinars
Free Trials
Contests
Giveaways
Cheat Sheets
Checklists
Email Series
Guides
Kits
Mini-Posters
White papers
Free Apps
Tools
Printables
Lesson plans
Templates
Slideshare presentations
Original Data & Research
Infographics

20. Lead Gen Posters for ACTFL
Infographic for Brookes Pub.
Classroom Kit for the Seuss Foundation.

21. If it works...
206K page views
17K+ downloads & leads

22. Do more of it...and gate it!

23. Educators are more active on social channels than the general public and twice as likely to use Pinterest.
Educators Are Social
Sources: Pew Research, 2018 and MDR “Teachers and Social Media” Survey, 2018

24. Social is two things:
It is content
&
It is a way to push
out content.

25. FunUseful

28. Facebook

29. Twitter

30. Instagram

31. Instagram

32. Pinterest

33. THANKYOU!
Kimberley Moran
mdrinfo@dnb.com