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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:

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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:
  3. 3. Chief Marketing Officer for About Jason Learn more at:
  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:
  5. 5. @jasondjue @jhmoLneatrgno mmoree rayt:j r
  6. 6. Coke’s “Website” @jasondjue @jhmontgomeryjr Learn more at:
  7. 7. Learn more at:
  8. 8. How to feed the content beast? Learn more at:
  9. 9. Community Content is a Type of User Generated Content Learn more at:
  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 r
  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 r
  12. 12. Website is a Community @jasondjue @jhmoLneatrgno mmoree rayt:j r
  13. 13. Learn more at:
  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 r
  15. 15. Maximize User Generated Content 1. Keep premium content for your community @jasondjue @jhmoLneatrgno mmoree rayt:j r
  16. 16. 1. Keep Premium Content for Community Microsoft Dynamics: upcoming webinars require registration. Archived ones require membership. @jasondjue @jhmoLneatrgno mmoree rayt:j r
  17. 17. 1. Keep Premium Content for Community Learn more at:
  18. 18. 1. Keep premium content for community Satmetrix: Archived presentations from conference require membership Learn more at:
  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:
  20. 20. 2. Repurpose Community Content-Website @jasondjue @jhmoLneatrgno mmoree rayt:j r
  21. 21. 2. Repurpose Content-TV Ad Learn more at:
  22. 22. 2. Repurpose Content-Top Posts @jasondjue @jhmoLneatrgno mmoree rayt:j r
  23. 23. 2. Repackage Content - eBooks and Tweets @jasondjue @jhmoLneatrgno mmoree rayt:j r
  24. 24. 2. Repurpose Content-Magazine and Newsletter @jasondjue @jhmoLneatrgno mmoree rayt:j r
  25. 25. Halftime Q&A Jason D. Jue @jasondjue @jhmontgomeryjr Hunter Montgomery Learn more at:
  26. 26. Maximize User Generated Content 3. Use community to promote conferences @jasondjue @jhmoLneatrgno mmoree rayt:j r
  27. 27. 3. Promote Conference-Microsite @jasondjue @jhmoLneatrgno mmoree rayt:j r
  28. 28. 3. Promote Conferences-Microsite @jasondjue @jhmoLneatrgno mmoree rayt:j r
  29. 29. 3. Promote Conferences @jasondjue @jhmoLneatrgno mmoree rayt:j r
  30. 30. 3. Promote conferences Learn more at:
  31. 31. 4. Use Community Content to Entice Registrations and Membership Learn more at:
  32. 32. Learn more at:
  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 r
  34. 34. Q&A Learn more at:
  35. 35. Learn more at:
  36. 36. More tips Learn more at:
  37. 37. “Free” news next to premium content Learn more at:
  38. 38. “Free” news next to premium content Learn more at:
  39. 39. Morph blog into community Learn more at:
  40. 40. For proprietary communities consider LinkedIn Learn more at:
  41. 41. Insert CTAs where you have free content 1st CTA 2nd CTA 3rd CTA 4th CTA 5th CTA 6th CTA Learn more at:
  42. 42. Insert CTAs above fold on home page Learn more at:
  43. 43. Learn more at: