Content Marketing Strategy and Implementation. Presented by Sean Hockenbery, Executive Vice President Financial Marketing Solutions
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1 Content Marketing Strategy and Implementation Presented by Sean Hockenbery, Executive Vice President Financial Marketing Solutions
2 Today s Agenda Define content marketing Where to start? Look at consumer behavior Gather, create and organize content Distribute content Define success
3 WHAT IS CONTENT MARKETING?
4 Content Marketing Is Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. Source: Content Marketing Institute
5 Great Storytelling
6 Content Must Be Relevant
7 WHY IS CONTENT MARKETING IMPORTANT?
8 Why is Content Marketing Important Increase brand awareness Establishes the bank as a thought leader credibility Generates leads leads to sales Improves SEO Increases social media following More cost effective than traditional marketing
9 Changing Behavior Patterns 93% of online experiences begin with a search engine. Social media is the number 1 activity on the web The average consumer checks their smartphone 150+ times per day Interesting content is a top 3 reason people follow brands on social media. Blogs give websites 434% more indexed pages and 97% more indexed links. B2B companies with blogs generate 67% more leads per month on average than non-blogging firms Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online. Over 15 million online consumers say they research via social media before making a purchase
10 Step 1 User Receives
11 Step 2. User Is Taken To Landing Page
12 3. User & Sender Get What They Want
13 Always Start With Strategy
14 Content Marketing Strategy Clearly define goals Define target audience Determine relevant content Determine delivery channels Execute / implement
15 REACHING TODAY S CONSUMER
16 We Are Constantly Connected
17 Every Minute
18 Where Consumers Spend Time
19 Where Consumers Spend Time
20 Millennials
21 Digital Buying Journey Awareness Consideration Purchase Sharing
22 Gather, Create and Organize Content
23 HELP FIRST SELL SECOND
24 6 Cs of Content Marketing Conception Compliance Curation Channels Creation Conversion 6C s of Content Marketing From Financial Brand
25 Establish Strategic Goals Question What are your objectives? Who is my target audience? What challenges face my customers? What kind of content do they consume? How will my content bring value to them? How can I consistently create interesting content that will attract new customers and retain old ones? What does success look like? What s the overall objective? Example Answer To become a trusted financial expert. Small businesses in Grand Rapids. Managing cash flow. Articles and videos. By increasing business efficiencies. Publish a weekly blog and create content video on efficient business management. Engagement with the content. Acquire and retain more business customers.
26 Internal Assessment Inventory Quality Relevancy Gaps What content is already available? How can I repurpose existing content? Is the content current & of high quality? Does any of it need to be updated to a more current format? Is it relevant to my audience? Does it meet the needs of my audience? What needs to be created? Determine priorities.
27 Define Your Target Audience Characteristics Demographic Geographic Lifestyle / Behaviors Likes / Dislikes Needs / Challenges Values CUSTOMER vs. PROSPECT
28 Annual Search Pattern on Finance Terms
29 Produce Content
30 Assemble Your Team Source: NewsCred The Ultimate Guide To Building a Content Strategy
31 Use Both Internal & External Resources Internal Resources C-suite Marketing/PR Subject matter experts Product developers Brand advocates External Resources COIs Agency/copywriter Industry experts Vertical specific firms Content sources
32 Help Your Guest Authors Why is buying a home better than renting one? Why is it important for the reader to seek help when beginning their search for a new home in this area? How can the process of buying a home be less daunting for the reader? What tips do you have for the reader, knowing he/she wants to buy a new home soon? What personal examples can you provide that will put this in perspective for readers?
33 External Resources Content True Bridge - Nerd Wallet - Brafton - Content Marketing Institute - Infographics Venngage - Piktochart Infogram -
34 Keyword Research
35 Keyword Search Volume Comparison
36 Editorial Calendar
37 DISTRIBUTION
38 How often? Consistency is key.
39 Planning Distribution Details BASIC DETAILS Name of content Author Date Format of content Personal Outreach People to contact WEBSITE Date to publish Date to remove SOCIAL MEDIA Which channels Hashtags to use Date to post People/Companies to tag URLs (long and short) Yes/No Yes/No Yes/No
40 Search Engines Google % Microsoft % Yahoo % Other - 2.6% Source: comscore January 2016 U.S. Desktop Search Engine Rankings
41 Determine Best Format for Content Website
42 Your Website
43 Home Page Real Estate
44 Financial Education Sections of Website
45 Financial Education Sections of Website
46 Financial Education Sections of Website
47 Financial Education Sections of Website
48 Financial Education Sections of Website
49 Microsites
50 Determine Best Format for Content Website Blog
51 Blogs
52 Determine Best Format for Content Website Blog Social Content
53 Social Media
54 Social Posts & Blog Coordination
55 Determine Best Format for Content Website Blog Social Content Photos
56 Photos
57 Determine Best Format for Content Website Blog Social Content Photos Infographics
58 Infographic
59 Determine Best Format for Content Website Blog Social Content Photos Infographics
60
61 Determine Best Format for Content Website Blog Social Content Photos Infographics Videos
62 Informative Videos
63 Informative Videos
64 Entertaining Videos
65 YouTube Channel
66 Determine Best Format for Content Website Blog Social Content Photos Infographics Videos Newsletters
67 Newsletters
68 Determine Best Format for Content Website Blog Social Content Photos Infographics Videos Newsletters Online Press / News Releases
69 Online Press Release
70 Determine Best Format for Content Website Blog Social Content Photos Infographics Videos Newsletters Online Press / News Releases Webinars Whitepapers How-to-guides Podcasts Advertorials Games Reviews
71 Marketing Automation
72 MEASURING SUCCESS
73 Metrics/KPIs METRICS Impressions Time spent Likes/comments/share Page views Return visits Referrals Brand lift Lead generation Sales lift KPIs Is our content being seen? How much time are people spending with our content? Is our content engaging? How much of our content is being digested? Do people come back for more? Where are people coming from to access our content? Are we creating awareness? Are we driving quality leads? Are we acquiring new customers?
74 NEXT STEPS
75 Key Takeaways Strategy alignment Develop planning tools Assemble your team Complete a content audit Determine measurement / KPIs Follow up
76 Questions?
77 Thank you! financialmarketingsolutions.com Sean Hockenbery /in/seanhockenbery
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