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Content marketing to grow your business

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Content marketing to grow your business

  1. 1. Content Marketing to Grow Your Business Presented by: Melissa Harrison Allee Creative www.alleecreative.com
  2. 2. About the Presenter www.alleecreative.com 2 Melissa Harrison CEO Allee Creative, LLC Tweet along to: @alleecreative Accolades • Minnesota Business Top Young Entrepreneur • Top Content Marketer by Content Marketing World • 100 Women to Watch in U.S. Inspirational Women Project • 5-time Hermes Creative Award recipient Content Marketing: Grow Your Business
  3. 3. What is Content Marketing? Content marketing is a technique that requires brands to create relevant, valuable content to attract and engage an audience with the goal of driving customer action. It is 2-way communication that solves a need or pain point. Content marketing is successful because it lets you do what traditional marketing and advertising do not—connect and personalize. Content marketing is about building relationships and establishing trust. Content Marketing: Grow Your Business www.alleecreative.com 3
  4. 4. Why is Content Marketing Vital to your Organization? Content marketing creates ongoing awareness to members, partners, sponsors, and/or customers. It provides information at opportune times for your audience—on their schedules. Content Marketing: Grow Your Business www.alleecreative.com 4
  5. 5. Why is Content Marketing Vital to your Organization? It builds… • Thought leadership and trust • Brand awareness • Sales and lead generation It creates… • Relationships and loyalty • Opportunities It engages… • Members • Customers • Employees • Sponsors, partners, constituents Content Marketing: Grow Your Business www.alleecreative.com 5
  6. 6. Think About Your Audience Mix: Boomers: Hard-working. Loyal. Confident. Competitive. And the largest growing demographic on Facebook. Gen X: Anti-authority. Highly individualistic. Self-reliant. Family-focused. Incorporates social media into daily life; 86% use digital channels daily. Millennials: Confident. Digital thinkers. Sense of entitlement. Tend to move from one digital channel to the next—always looking for the next big thing. Gen Z: Realistic. Creative. Hyper-connected. Never lived a day without mobile phones, social networking or online video. Their lives have been shared online since birth; they have 5 screens to a Millennial’s 2. Content Marketing: Grow Your Business www.alleecreative.com 6
  7. 7. As a society, we get our information online. 80% of the vetting process is done digitally—before they even contact you! Content Marketing: Grow Your Business www.alleecreative.com 7
  8. 8. 2016 Content Marketing Trends • Real-time engagement • Increase in in-bound messages • Live-streaming videos • Mobile • Quality over quantity • Increase in social advertising and organic reach competition www.alleecreative.com 8Content Marketing: Grow Your Business
  9. 9. It’s More Than Social Media • Website content • Blogs • Email newsletters • Webinars • White papers, eBooks, guides • Direct mail • Visuals such as infographics • Interactive or multi-media content such as videos, surveys, etc. www.alleecreative.com 9Content Marketing: Grow Your Business
  10. 10. What are the Roadblocks? 56% of marketers charged with content marketing don’t have a plan! 1. Measuring effectiveness 2. Producing engaging content 3. Lack of budget www.alleecreative.com 10Content Marketing: Grow Your Business
  11. 11. Step 1: Develop a Plan 1. Brand voice templates 2. Buyer personas 3. Map your customers’ journey (path to purchase/join) 4. Source lists and content ideas 5. Content calendars 6. Set KPIs and measure ROI 7. Ownership: Who will manage this process? Content Marketing: Grow Your Business www.alleecreative.com 11
  12. 12. Step 2: Set Your Budget Items to consider: • Resources/staff and/or outsourced time • Promoted posts, social media advertising, digital ads • Creation of assets (e.g. graphic elements, blog platforms, print needs) • Strategy and maintenance (hours that go into the upkeep) Content Marketing: Grow Your Business www.alleecreative.com 12
  13. 13. TIP: Get buy-in from leadership and budget dollars approved by understanding where your audience resides and why this strategy will prove effective for building brand awareness, membership outreach and engagement. Content Marketing: Grow Your Business www.alleecreative.com 13
  14. 14. Step 3: Content Creation Content Marketing: Grow Your Business www.alleecreative.com 14 Let’s review the card! • Make it visual • Curate • User-generation • Create a community • Show off your human side • Be the go-to experts in your industry
  15. 15. Content Ideas • eBooks and white papers • Downloadable templates • Workshops and live events • Webinars • 2-minute video tips/series • Infographics Content Marketing: Grow Your Business www.alleecreative.com 15 • Twitter chats or live Facebook streams • Blog articles or series • Check lists • Fact sheets • Case studies • Member interviews/success stories • User-generated content
  16. 16. More Content Ideas! • Use webinars to showcase expertise, provide education and engage customers (e.g. speakers) • Comment on exciting news events (e.g. major sporting events, meteor showers…) • Write and design an A-Z guide around a hot topic in your industry • Ask customers to write about the why they love your products/brand/company. Content Marketing: Grow Your Business www.alleecreative.com 16 • Tell the world about an employee, customer, sponsor who went above and beyond. • Celebrate awards. • Create a video to highlight a project your company is working on. • Create CTAs the encourage action (e.g. advocacy, causes your company is passionate about)
  17. 17. Content rules: Focus on their needs Forget the jargon. Work on their schedule. Get your online house in order. Provide solutions to their pain points. www.alleecreative.com 17Content Marketing: Grow Your Business
  18. 18. Leverage content across all channels There are many types of content that can be used between digital and print. Examples: • Hashtags • Templates • Infographics Not only do you want to create great content, but you want to create a promotional plan to deliver that content where your audience will see it. www.alleecreative.com 18Content Marketing: Grow Your Business
  19. 19. www.alleecreative.com 19Content Marketing: Grow Your Business Content that works: Social media Develop content that • Has an image • Is different for each channel • Is completing (shorter can be ‘sticky’ but longer can be compelling) Share content • Consistently • More than once • Across your network (company feeds and personal feeds) and cross-channel
  20. 20. www.alleecreative.com 20Content Marketing: Grow Your Business Content that works: Websites Develop content that • Provides value • Is easy to find (think: user experience) • Solves a problem/pain point Make sure your website is • Responsive • Updated regularly • Has adequate contact forms and downloadable content for lead generation
  21. 21. www.alleecreative.com 21Content Marketing: Grow Your Business Content that works: Blogs Develop content that • Is easy to read/digest • Uses bulleted lists, numbers • Uses subheadings • Has links to additional sources and information • Solves a pain point/provides solutions Make sure your blog is • Consistent • Responsive • Easy to share • Designed with a CTA in mind
  22. 22. www.alleecreative.com 22Content Marketing: Grow Your Business Content that works: Video Develop content that • Is short • Has nice graphics • Tells a story Expand your videos by • Cross-promoting on all digital channels • Using them in ad campaigns (e.g. Facebook video ads) • Live streaming/providing real-time or behind-the-scenes content
  23. 23. Owned, Earned and Paid Content Owned Content The channels you own/set up on your end (e.g. website, printed newsletters) Earned Content Think public relations. Content, stories and articles that are picked up by the media. This could also include bylines in trade journals and association publications. Paid Reach/Content Measured by the total number of unique people who were shown your post as a result of ads Find the Balance www.alleecreative.com 23Content Marketing: Grow Your Business
  24. 24. Templates! Content Marketing: Grow Your Business www.alleecreative.com 24
  25. 25. Social media content calendar Content Marketing: Grow Your Business www.alleecreative.com 25
  26. 26. Blog content calendar Content Marketing: Grow Your Business www.alleecreative.com 26
  27. 27. Time Management Tips • Use content you already have • Source lists • Content calendars • Third-party apps (scheduling) • Native-app scheduling www.alleecreative.com 27Content Marketing: Grow Your Business
  28. 28. For More Information… Allee Creative Blog & Publications • www.alleecreative.com/blog • www.alleecreative.com/publications Allee Creative Social Media Channels • www.facebook.com/alleecreative • www.twitter.com/alleecreative • Instagram: @alleecreative • www.linkedin.com/company/allee Email, Phone & Web • melissa@alleecreative.com • (612) 964-7144 • www.alleecreative.com www.alleecreative.com 28Content Marketing: Grow Your Business

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