“Conversations that Engage”
Your Guide to Content Marketing for Higher Ed
               AMA 2009 Boston



       Adrienn...
Access this presentation:




  slideshare.net/targetx
Disclaimers:
      No magic bullets
     “Y’all are smart;)”
I’m here to make you think
   It’s a jungle out there
More options
  More choices
  More money
   More info
  More clutter
  More speed
More STRESS
Prospects are
seeking meaningful
  communications
They want you to help
them make sense of it all.
“Communication 101”
Marketing has changed.
We used to “place” media: buy advertising
    space, commercials, display ads,
             classif...
Because of the internet,
we can communicate directly
     with our customers
Instead of “renting” media
  space, we’re in control.

      We “own” it.
“The funnel has outlived its
 usefulness as a metaphor”
(because people learn from
      each other now).
                ...
“Communication 101”
“Content Revolution”
   The greatest opportunity
  companies have ever had to
communicate with directly with
       their ...
“Change”
danger + hidden
  opportunity
What is content
 marketing?
Delivers relevant, valuable and compelling
                information
     Turns “prospects” into “buyers”

   Doesn’t se...
Citation
“Whatever is easiest for
your customers to get and
      engage with”

         Joe Pulizzi
76% of US college marketers say they
 plan to use SM strategies like social
     networks, viral campaigns
          and v...
Worth the reminder:
Free tools do not equal infinite ROI.
          Time is not free.

        [Have a plan.]
Content
Marketing
 Strategy
“Bring wine to the picnic”
          Source: Chris Brogan
Setup “listening” posts to find
out customer needs and plan a
content strategy to meet them
Think more like a publisher
     (not a marketer)
It’s not about pushing out --
    it’s about pulling in.
2 most important
 (yet often overlooked) elements:

1. Your web presence
 2. Your campus visit
71%
  Campus Visit was the Most
Trusted Source of Information
           Eduventures, 2007
84%
Use the College’s Website Most Heavily
        in their College Search
               Eduventures, 2007
Content Ideas
(get ready...)
Number

                           Suny New Paltz on Facebook
http://www.facebook.com/osu#/pages/New-Paltz-NY/SUNY-New-Pal...
http://go.butler.edu/cs/blogs/
http://www.baylor.edu/admissions/index.php?id=56275
http://faces.albright.edu/
http://newstudents.wfu.edu/
http://twitter.com/JohnsHopkins
http://flickr.unm.edu/
http://willyou.capital.edu
flickr
vimeo
Facebook
YouTube
Parent Content:
Address Cost Process

Personalize Notifications
http://www.scu.edu/family/parent-email.cfm
“Elements of
Good Online
  Content”
Great online content is:
           Brief
         Shareable
          Useful
         Personal
           Fresh
   Releva...
Using Facebook and Twitter is
 something like hosting a big
 cocktail party -- but nobody
  shops at a cocktail party."
  ...
Use Twitter and other social
tools to build conversations and
 relationships rather than just
        generating buzz.
Campaign Tips
“These channels must be
tended and not just used as
     sales pipelines”

          Chris Brogan
No magic day, time or tool
Tell stories.
“Once upon a time,
  the most powerful
communications tool
    was the art of
     storytelling.

 This book shows
  that ...
Address Cost Clearly.
  80% would have used a financial aid
estimator 76% would have used a tuition
              calculat...
Get social.
61%
     Offices Using Social Networking Sites
                (up from 29%)

Source: Center for Marketing Research at the...
41%
      Maintaining Blogs (up from 33%)


Source: Center for Marketing Research at the University of Massachusetts at Da...
“The tools aren’t cool because they’re the new
                 shiny object.
 They’re cool because they let you work more...
“Make it viral”
Don’t forget, it’s the community that
            makes it viral.

 But there are things you can do to
      increase your...
Make it valuable
 Make it shareable
Make it memorable
   Make it fun!
Will it Blend?
Differentiate (tell your story)
       Create value (WIIFM?)
Cross channels (create content once)
     Give “insider” info...
Share This
Enrollment goals help!
(give you parameters)
It’s all about the conversation.
How do you
 measure
 success?
Engagement:
A Key Metric
Influence                      Intimacy

                   Affinity
      Discover                Use
                 Ev...
Marketing              Admissions


 Awareness              Prospects

   Interest             Inquiries
                T...
Myth:
    “Increase numbers at the top
to increase numbers at the bottom”
Reality:
Demographics and other factors are making
   it impossible to keep “top-loading”
The
 “traditional plan”
can’t be all things...
“STEALTH
>50%
 First Point of Contact was
the Admissions Application
       In recent conversations with clients
Taking the “fun” out of the funnel

     Assumes they only get info from you
            Stealth-apps miss the boat
   Stu...
Try and provide value to the
student at their current stage --
rather than just trying to push
   them through to the next.
1:1
Marketing may be collective,
  but buying is personal.

       The Cluetrain Manifesto
Segment and
 personalize.
(rinse and repeat;)
One size does NOT fit all
Increase # of
 campaigns, but
decrease their size
Stop talking to me
like you don’t know
     who I am!
“If you haven’t already”
    “visited”
   “applied”
  “signed up”
It’s all about
building trust.
Things to consider:
How are you structured?
What skill sets do you
need (but don’t have)?
“it’s never been done that way”
http://www.bobjohnsonblog.com/2009/09/web-content-writer-for-alma-college.html
“Slowly, every so slowly,
web content editor and writer
positions continue to expand
   in higher education.”
   Bob Johns...
What stage?
 WIIFM?
K.I.S.S.
(keep it simple stupid)
http://higheredmarketing.blogspot.com/2009/06/kiss-your-prospects.html
Which
 words
can you
delete?
How “sustainable” is your
 social media strategy?
So many get to this point:
Communication Plans should be:
         circular vs. linear
      dialogue vs. monologue
          flexible vs. static
   ...
Should we be on
Facebook and Twitter?
Well...
   It’s not about you.
Where is your audience?
Reach people where they are,
      when they want.
 (and solve their problems).
“Time-shifting”
Your “Toolbox”
Email
It’s not the “tool,”
 it’s the content.
Overwhelmed?
     Start with the basics
     Create content once
       Distribute across
           channels
More tips:
How can we
 create new opportunities for
prospects to connect with our
school, current students and
         each other?
Myth:
“It’s all about the marketing”
“We need to maximize the number
        of touch points”
Touch points don’t matter if you’re
    not building relationships
Being authentic?
    Solving problems?
 Communicating Value?
Being up-front about cost?
 Fostering connections?
The “f” word
 (faculty;)
Most of us only involve faculty
       late in the game.
    But prospects value that
interaction as early as possible!
Can’t access faculty “on-demand?”
Sometimes we’re
more focused on
our own road-blocks
than on what our
audience wants
(and needs).
Let’s wrap up...
Let’s Recap:
          1. Create a strategy
2. Don’t act like you’re herding cattle
   3. Give them the tools to share
   ...
“Confused but
     curious”
Are you helping?
Most marketing covers the
 "what" but rarely covers the
         “so what?”

Answer that & you'll get results.
          F...
Who you think (and say) you are
isn’t as important as who THEY think
           (and say) you are

               Source: ...
www.targetx.com/shelfari
"The Beatles did not create teenagers.
   They just decided to lead them."
           Seth Godin at TED 2009
Access this presentation:




  slideshare.net/targetx
Thanks!
Adrienne Bartlett
@AdrienneBartlet

 bartlett@targetx.com

 877.715.7474 ext.108
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Ama2009 Content Marketing
Upcoming SlideShare
Loading in …5
×

Ama2009 Content Marketing

3,167 views

Published on

Published in: Technology, Business

Ama2009 Content Marketing

  1. “Conversations that Engage” Your Guide to Content Marketing for Higher Ed AMA 2009 Boston Adrienne Bartlett, Director of Marketing
  2. Access this presentation: slideshare.net/targetx
  3. Disclaimers: No magic bullets “Y’all are smart;)” I’m here to make you think It’s a jungle out there
  4. More options More choices More money More info More clutter More speed More STRESS
  5. Prospects are seeking meaningful communications
  6. They want you to help them make sense of it all.
  7. “Communication 101”
  8. Marketing has changed. We used to “place” media: buy advertising space, commercials, display ads, classifieds, etc.
  9. Because of the internet, we can communicate directly with our customers
  10. Instead of “renting” media space, we’re in control. We “own” it.
  11. “The funnel has outlived its usefulness as a metaphor” (because people learn from each other now). -Groundswell
  12. “Communication 101”
  13. “Content Revolution” The greatest opportunity companies have ever had to communicate with directly with their customers
  14. “Change” danger + hidden opportunity
  15. What is content marketing?
  16. Delivers relevant, valuable and compelling information Turns “prospects” into “buyers” Doesn’t sell from a product perspective (features and benefits) Positions you as the “leading expert” Offers solutions in the form of content
  17. Citation
  18. “Whatever is easiest for your customers to get and engage with” Joe Pulizzi
  19. 76% of US college marketers say they plan to use SM strategies like social networks, viral campaigns and video contests Source: Academica Group, 2008
  20. Worth the reminder: Free tools do not equal infinite ROI. Time is not free. [Have a plan.]
  21. Content Marketing Strategy
  22. “Bring wine to the picnic” Source: Chris Brogan
  23. Setup “listening” posts to find out customer needs and plan a content strategy to meet them
  24. Think more like a publisher (not a marketer)
  25. It’s not about pushing out -- it’s about pulling in.
  26. 2 most important (yet often overlooked) elements: 1. Your web presence 2. Your campus visit
  27. 71% Campus Visit was the Most Trusted Source of Information Eduventures, 2007
  28. 84% Use the College’s Website Most Heavily in their College Search Eduventures, 2007
  29. Content Ideas (get ready...)
  30. Number Suny New Paltz on Facebook http://www.facebook.com/osu#/pages/New-Paltz-NY/SUNY-New-Paltz/5659124699?ref=s
  31. http://go.butler.edu/cs/blogs/
  32. http://www.baylor.edu/admissions/index.php?id=56275
  33. http://faces.albright.edu/
  34. http://newstudents.wfu.edu/
  35. http://twitter.com/JohnsHopkins
  36. http://flickr.unm.edu/
  37. http://willyou.capital.edu
  38. flickr
  39. vimeo
  40. Facebook
  41. YouTube
  42. Parent Content: Address Cost Process Personalize Notifications
  43. http://www.scu.edu/family/parent-email.cfm
  44. “Elements of Good Online Content”
  45. Great online content is: Brief Shareable Useful Personal Fresh Relevant to Your Goals
  46. Using Facebook and Twitter is something like hosting a big cocktail party -- but nobody shops at a cocktail party." Brett Hurt, CEO, Bazaarvoice
  47. Use Twitter and other social tools to build conversations and relationships rather than just generating buzz.
  48. Campaign Tips
  49. “These channels must be tended and not just used as sales pipelines” Chris Brogan
  50. No magic day, time or tool
  51. Tell stories.
  52. “Once upon a time, the most powerful communications tool was the art of storytelling. This book shows that it still is.”
  53. Address Cost Clearly. 80% would have used a financial aid estimator 76% would have used a tuition calculator Don’t apologize for price -- communicate value! Noel-Levitz 2007 Student Expectations Survey
  54. Get social.
  55. 61% Offices Using Social Networking Sites (up from 29%) Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
  56. 41% Maintaining Blogs (up from 33%) Source: Center for Marketing Research at the University of Massachusetts at Dartmouth
  57. “The tools aren’t cool because they’re the new shiny object. They’re cool because they let you work more closely with people. It’s an opportunity to create relationships that matter, and a chance to do so in a very nuanced and human fashion.” from Chris Brogan blog post 8/30/2009
  58. “Make it viral”
  59. Don’t forget, it’s the community that makes it viral. But there are things you can do to increase your chances...
  60. Make it valuable Make it shareable Make it memorable Make it fun!
  61. Will it Blend?
  62. Differentiate (tell your story) Create value (WIIFM?) Cross channels (create content once) Give “insider” information
  63. Share This
  64. Enrollment goals help! (give you parameters)
  65. It’s all about the conversation.
  66. How do you measure success?
  67. Engagement: A Key Metric
  68. Influence Intimacy Affinity Discover Use Evaluation Involvement Interaction
  69. Marketing Admissions Awareness Prospects Interest Inquiries Text Evaluation Applicants Consideration Admitted Commitment Enrolled
  70. Myth: “Increase numbers at the top to increase numbers at the bottom”
  71. Reality: Demographics and other factors are making it impossible to keep “top-loading”
  72. The “traditional plan” can’t be all things...
  73. “STEALTH
  74. >50% First Point of Contact was the Admissions Application In recent conversations with clients
  75. Taking the “fun” out of the funnel Assumes they only get info from you Stealth-apps miss the boat Students who don’t progress get ignored Assumes “lack of contact” is “lack of interest” It’s from our perspective, not theirs
  76. Try and provide value to the student at their current stage -- rather than just trying to push them through to the next.
  77. 1:1
  78. Marketing may be collective, but buying is personal. The Cluetrain Manifesto
  79. Segment and personalize. (rinse and repeat;)
  80. One size does NOT fit all
  81. Increase # of campaigns, but decrease their size
  82. Stop talking to me like you don’t know who I am!
  83. “If you haven’t already” “visited” “applied” “signed up”
  84. It’s all about building trust.
  85. Things to consider:
  86. How are you structured?
  87. What skill sets do you need (but don’t have)? “it’s never been done that way”
  88. http://www.bobjohnsonblog.com/2009/09/web-content-writer-for-alma-college.html
  89. “Slowly, every so slowly, web content editor and writer positions continue to expand in higher education.” Bob Johnson, Bob Johnson Consulting, LLC
  90. What stage? WIIFM?
  91. K.I.S.S. (keep it simple stupid)
  92. http://higheredmarketing.blogspot.com/2009/06/kiss-your-prospects.html
  93. Which words can you delete?
  94. How “sustainable” is your social media strategy?
  95. So many get to this point:
  96. Communication Plans should be: circular vs. linear dialogue vs. monologue flexible vs. static shared vs. hoarded about them vs. about you different every year?
  97. Should we be on Facebook and Twitter?
  98. Well... It’s not about you. Where is your audience?
  99. Reach people where they are, when they want. (and solve their problems).
  100. “Time-shifting”
  101. Your “Toolbox”
  102. Email
  103. It’s not the “tool,” it’s the content.
  104. Overwhelmed? Start with the basics Create content once Distribute across channels
  105. More tips:
  106. How can we create new opportunities for prospects to connect with our school, current students and each other?
  107. Myth: “It’s all about the marketing”
  108. “We need to maximize the number of touch points”
  109. Touch points don’t matter if you’re not building relationships
  110. Being authentic? Solving problems? Communicating Value? Being up-front about cost? Fostering connections?
  111. The “f” word (faculty;)
  112. Most of us only involve faculty late in the game. But prospects value that interaction as early as possible!
  113. Can’t access faculty “on-demand?”
  114. Sometimes we’re more focused on our own road-blocks than on what our audience wants (and needs).
  115. Let’s wrap up...
  116. Let’s Recap: 1. Create a strategy 2. Don’t act like you’re herding cattle 3. Give them the tools to share 4. Be human 5. Solve their problems 5. Students control the process 6. It all comes together on the web
  117. “Confused but curious” Are you helping?
  118. Most marketing covers the "what" but rarely covers the “so what?” Answer that & you'll get results. From @johnmorgan tweet
  119. Who you think (and say) you are isn’t as important as who THEY think (and say) you are Source: ME ;)
  120. www.targetx.com/shelfari
  121. "The Beatles did not create teenagers. They just decided to lead them." Seth Godin at TED 2009
  122. Access this presentation: slideshare.net/targetx
  123. Thanks! Adrienne Bartlett @AdrienneBartlet bartlett@targetx.com 877.715.7474 ext.108

×