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Maximize your Content to 
Boost Membership 
Hunter Montgomery, Chief Marketing Officer, Higher Logic 
Jason Jue, Chief Mar...
About Hunter 
Chief Marketing Officer for 
Learn more at: http://www.triblio.com/blog
Chief Marketing Officer for 
About Jason 
Learn more at: http://www.triblio.com/blog
What Company Said: 
• Our marketing mission is Content 2020 
•Move from creative excellence to content excellence 
• The c...
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
Coke’s “Website” 
@jasondjue @jhmontgomeryjr Learn more at: http://www.triblio.com/blog
Learn more at: http://www.triblio.com/blog
How to feed the content beast? 
Learn more at: http://www.triblio.com/blog
Community Content is a Type of User 
Generated Content 
Learn more at: http://www.triblio.com/blog
User Generated Content Importance 
M O R E C O N T E N T ! 
Note: of top 286 brands, avg number/brand on YouTube, Octoly 
...
User Generated Content Importance 
B E T T E R C O N T E N T ! 
Consumer reviews are 
trusted nearly 12x more 
than descri...
Website is a Community 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
Learn more at: http://www.triblio.com/blog
Maximize Community Content to Boost 
Membership-Today’s Tips 
1. Keep premium content for your community members 
2. Repur...
Maximize User Generated Content 
1. Keep premium content for your community 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp...
1. Keep Premium Content for Community 
Microsoft Dynamics: upcoming webinars require registration. 
Archived ones require ...
1. Keep Premium Content for Community 
Learn more at: http://www.triblio.com/blog
1. Keep premium content for community 
Satmetrix: Archived presentations from conference require membership 
Learn more at...
Maximize User Generated Content 
2. Repurpose community content for website, TV 
ad, blog post, newsletter, magazine, eboo...
2. Repurpose Community Content-Website 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
2. Repurpose Content-TV Ad 
Learn more at: http://www.triblio.com/blog 
https://www.youtube.com/watch?v=XokGFN86ljc
2. Repurpose Content-Top Posts 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
2. Repackage Content - eBooks and Tweets 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
2. Repurpose Content-Magazine and Newsletter 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
Halftime Q&A 
Jason D. Jue 
jason@triblio.com 
@jasondjue @jhmontgomeryjr 
Hunter Montgomery 
hunter@higherlogic.com 
Lear...
Maximize User Generated Content 
3. Use community to promote conferences 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://...
3. Promote Conference-Microsite 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
3. Promote Conferences-Microsite 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
3. Promote Conferences 
@jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
3. Promote conferences 
Learn more at: http://www.triblio.com/blog
4. Use Community Content to Entice 
Registrations and Membership 
Learn more at: http://www.triblio.com/blog
Learn more at: http://www.triblio.com/blog
More Tips… 
1. Place free news to generate traffic next to premium content 
2. Morph your public blog into your community ...
Q&A 
Learn more at: http://www.triblio.com/blog
Learn more at: http://www.triblio.com/blog
More tips 
Learn more at: http://www.triblio.com/blog
“Free” news next to premium content 
Learn more at: http://www.triblio.com/blog
“Free” news next to premium content 
Learn more at: http://www.triblio.com/blog
Morph blog into community 
Learn more at: http://www.triblio.com/blog
For proprietary communities consider LinkedIn 
Learn more at: http://www.triblio.com/blog
Insert CTAs where you have free content 
1st CTA 
2nd CTA 
3rd CTA 
4th CTA 
5th CTA 
6th CTA 
Learn more at: http://www.t...
Insert CTAs above fold on home page 
Learn more at: http://www.triblio.com/blog
Learn more at: http://www.triblio.com/blog
Maximize Your Content to Boost Membership #HUGS14 Presentation
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Maximize Your Content to Boost Membership #HUGS14 Presentation

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Hunter Montgomery, CMO at Higher Logic and Jason Jue CMO at Triblio presented this deck at #HUGS14. See the full blog post and more tips at: http://www.triblio.com/blog/maximize-content-boost-membership

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Maximize Your Content to Boost Membership #HUGS14 Presentation

  1. 1. Maximize your Content to Boost Membership Hunter Montgomery, Chief Marketing Officer, Higher Logic Jason Jue, Chief Marketing Officer, Triblio
  2. 2. About Hunter Chief Marketing Officer for Learn more at: http://www.triblio.com/blog
  3. 3. Chief Marketing Officer for About Jason Learn more at: http://www.triblio.com/blog
  4. 4. What Company Said: • Our marketing mission is Content 2020 •Move from creative excellence to content excellence • The corporate website is dead @jasondjue @jhmontgomeryjr Learn more at: http://www.triblio.com/blog
  5. 5. @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  6. 6. Coke’s “Website” @jasondjue @jhmontgomeryjr Learn more at: http://www.triblio.com/blog
  7. 7. Learn more at: http://www.triblio.com/blog
  8. 8. How to feed the content beast? Learn more at: http://www.triblio.com/blog
  9. 9. Community Content is a Type of User Generated Content Learn more at: http://www.triblio.com/blog
  10. 10. User Generated Content Importance M O R E C O N T E N T ! Note: of top 286 brands, avg number/brand on YouTube, Octoly @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  11. 11. User Generated Content Importance B E T T E R C O N T E N T ! Consumer reviews are trusted nearly 12x more than descriptions that come from manufacturers. Source: eMarketer @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  12. 12. Website is a Community @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  13. 13. Learn more at: http://www.triblio.com/blog
  14. 14. Maximize Community Content to Boost Membership-Today’s Tips 1. Keep premium content for your community members 2. Repurpose content to different formats 3. Use community sites to promote events 4. Create content hubs to extend marketing campaigns @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  15. 15. Maximize User Generated Content 1. Keep premium content for your community @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  16. 16. 1. Keep Premium Content for Community Microsoft Dynamics: upcoming webinars require registration. Archived ones require membership. @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  17. 17. 1. Keep Premium Content for Community Learn more at: http://www.triblio.com/blog
  18. 18. 1. Keep premium content for community Satmetrix: Archived presentations from conference require membership Learn more at: http://www.triblio.com/blog
  19. 19. Maximize User Generated Content 2. Repurpose community content for website, TV ad, blog post, newsletter, magazine, ebook, and social networks Learn more at: http://www.triblio.com/blog
  20. 20. 2. Repurpose Community Content-Website @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  21. 21. 2. Repurpose Content-TV Ad Learn more at: http://www.triblio.com/blog https://www.youtube.com/watch?v=XokGFN86ljc
  22. 22. 2. Repurpose Content-Top Posts @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  23. 23. 2. Repackage Content - eBooks and Tweets @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  24. 24. 2. Repurpose Content-Magazine and Newsletter @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  25. 25. Halftime Q&A Jason D. Jue jason@triblio.com @jasondjue @jhmontgomeryjr Hunter Montgomery hunter@higherlogic.com Learn more at: http://www.triblio.com/blog
  26. 26. Maximize User Generated Content 3. Use community to promote conferences @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  27. 27. 3. Promote Conference-Microsite @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  28. 28. 3. Promote Conferences-Microsite @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  29. 29. 3. Promote Conferences @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  30. 30. 3. Promote conferences Learn more at: http://www.triblio.com/blog
  31. 31. 4. Use Community Content to Entice Registrations and Membership Learn more at: http://www.triblio.com/blog
  32. 32. Learn more at: http://www.triblio.com/blog
  33. 33. More Tips… 1. Place free news to generate traffic next to premium content 2. Morph your public blog into your community 3. Enable contributions to be socially shareable 4. Insert multiple CTAs in free content areas @jasondjue @jhmoLneatrgno mmoree rayt:j rhttp://www.triblio.com/blog
  34. 34. Q&A Learn more at: http://www.triblio.com/blog
  35. 35. Learn more at: http://www.triblio.com/blog
  36. 36. More tips Learn more at: http://www.triblio.com/blog
  37. 37. “Free” news next to premium content Learn more at: http://www.triblio.com/blog
  38. 38. “Free” news next to premium content Learn more at: http://www.triblio.com/blog
  39. 39. Morph blog into community Learn more at: http://www.triblio.com/blog
  40. 40. For proprietary communities consider LinkedIn Learn more at: http://www.triblio.com/blog
  41. 41. Insert CTAs where you have free content 1st CTA 2nd CTA 3rd CTA 4th CTA 5th CTA 6th CTA Learn more at: http://www.triblio.com/blog
  42. 42. Insert CTAs above fold on home page Learn more at: http://www.triblio.com/blog
  43. 43. Learn more at: http://www.triblio.com/blog

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