JB Media Institute Bootcamp

Transcription

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2 Welcome to the JB Media Institute Bootcamp 1:00 2:00 PM Marketing in 2015 and Beyond Presenter: Sarah Benoit, Director of Training and Lead Instructor for the JB Media Institute 2:15 3:15 PM Search Marketing Trends for 2015 Presenter: Justin Belleme, Founder & Director of Strategy 3:30 4:30 PM How to Create Effective Online Content Presenter: Mandy Gardner, Director of Content Development

3 Mandy Gardner Director of Content Development Writer Reader Storyteller Ghostblogger

4 How to Create Effective Online Content Let s begin with Once upon a time...

5 What could she do?

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7 This fairy godmother is going places!

8 The Moral of the Story is......to achieve growth through online marketing today you ll have to create useful, engaging, relevant content that that tells your company or organization s story and illustrates your impact in the world. Successful content connects with real people.

9 It s human nature that when we love a story, we pass it on!

10 Storytelling is not intended to be a selling tool; it s a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments. -- Content Marketing Institute For more thoughts on Cinderella & Content Marketing, read my article in Capital At Play Magazine: Storytelling, Content Marketing, and You

11 What is content marketing? Content marketing is a method of driving consumer behavior that does not rely on hard sell tactics.

12 Content marketing includes: landing pages social media updates blog posts podcasts videos infographics and more

13 Most importantly! Above all, remember that the primary goal of content marketing is to CONNECT with people. Inform, Educate, or Entertain SHOW don t tell!

14 1. Share stories about your employees to put a face on your business or organization. 2. Share stories about how real people are using and benefitting from your products or services. Give potential customers someone to relate to. 3. Share stories that illustrate your mission or vision in action. Show how you walk the walk.

15 Are you prepared for a content marketing strategy? You MUST have: 1. A solid brand (and mission). 2. Clear goals. 3. Specific target audiences for the campaign.

16 How to Define your Brand Who are you as a company? What is your voice? What do you offer that no one else does? How is your brand currently perceived? How would you like to change that image?

17 How to Define your Brand Ask questions and create a list of brand descriptors/adjectives We are (example: savvy) We are not (example: cheeky)

18 Content Marketing Goals Why do you want to produce content? How can your content serve your goals? Do you purely have a sales goal? Do you want to increase page views? Get addresses for your marketing efforts? Encourage visitors to fill out a contact us form?

19 Target Audiences If you market to everyone you market to no one. Create customer personas. Who are these people? Include: motivators demographic information characteristics influencers

20 How to Build a Content Strategy 1. Conduct a full content audit. What stories are you already telling? What is working? What is not? What are all your assets and liabilities? Review all content, across all channels. What assets could be better leveraged?

21 How to Build a Content Strategy 2. What do the numbers show? What is working? What s not? Google Search Console (Formerly Google Webmaster Tools) Google Analytics Moz Tools Buzzsumo (measures social engagement, identifies influencers, and analyzes topic performance)

22 How to Build a Content Strategy 3. Discover Gaps. Keyword research tells you the language people are using during searches, and the topics they are looking for. Market research is tells you who is influencing your target audiences, and helps you find out the questions your competitors are answering, and online tools they are providing that you are not.

23 How to Build a Content Strategy 4. Use the data to identify, and rank, your most critical needs. If your site content doesn t represent your brand, doesn t explain who you are, or what you do, or why your target audience should care then developing your website content must be your first priority.

24 How to Build a Content Strategy 5. Talk to Your Entire Team. Create a culture of content in your workplace. evangelizing the importance and impact of content marketing not only across all sectors of the marketing division, but across the enterprise itself. It means getting senior management, sales, customer service, operations, product, HR, IT, and the rest of the company (as well as partners, such as agencies) educated and informed about content. -- Rebecca Lieb, How to Foster a Culture of Content.

25 Specificity Matters The more specific the prompt, the richer the story will be. Specificity is always more interesting! Would you rather eat: 1. Sliced heirloom tomatoes, smoked Gouda, and basil leaves on freshly baked bread or 2. Tomatoes and cheese on bread

26 How to Build a Content Strategy 6. Put all the pieces together to build a plan. Create an editorial content calendar that includes: topics and titles (i.e. case studies,how-tos, press releases, FAQs, white papers, tutorials, and more) channels (i.e. your website, blog, newsletters, social media, Public Relations, etc.) types of media (i.e. text, images, videos, slideshares, podcasts, screen captures, webinars, ebooks, etc.)

27 How to Build a Content Strategy 6. Put all the pieces together to build a plan. Assign roles and responsibilities for: writers, editors, graphic designers, programmers, social media managers, web managers, or YOURSELF if you are doing it all. Build a distribution plan: Who is responsible for what? Where is the content going? When is content due? How will the content be promoted? Content can be distributed across many channels (Owned, Paid, and 3rd Party).

28 Ghostblogging I d love to write your blog! Ghostblogging is one method that any business can use to generate unique, interesting blogs that capture the voices, insights, and stories of the real people that you work with and those you serve.

29 Ghostblogging A ghostblogger can be: Someone from your marketing department A freelance writer A writer from a marketing agency Anyone you trust Read Ghostblogging: The Easiest Way to Generate Fresh Content to learn more about my process.

30 I ll let Sam and Shauna tell you their story in their own words.

31 Why do you do what you do? What are you passionate about? How has this job changed you? Changed the life of someone else?

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