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1
STOP PLAYING CATCH-UP:
INVEST IN RICH MEDIA
CONTENT NOW
Grant Tilus, Associate Inbound Marketing Manager, Collegis Educa...
2
Who Is Grant Tilus?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Associate Inbound
Marketing Manag...
3
What’s Your Role?
Copyright Collegis Education, Inc. Proprietary and Confidential.
4
Let’s Talk About
Content Marketing
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Content marketing ...
5
Who’s Doing It?
Copyright Collegis Education, Inc. Proprietary and Confidential.
90% of B2C marketers are using content ...
6
We Have Common Goals
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Organizational Goals
– 88% Custo...
7
Type of Content We’re Creating
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 93% Social Content
• 8...
8
That’s a Ton of Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 48% of organizations publish ...
9
Copyright Collegis Education, Inc. Proprietary and Confidential.
It’s Starting to Pile Up
10
It’s Not as Easy Anymore
Copyright Collegis Education, Inc. Proprietary and Confidential.
66% Newsletters
59%
58%
54%
I...
11
The Challenges are Real
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 51% Measuring Content Effect...
12
More Is Not the Answer
Copyright Collegis Education, Inc. Proprietary and Confidential.
13
Not All Content Is Created
Equal
Copyright Collegis Education, Inc. Proprietary and Confidential.
• The average attenti...
14
It’s Time to Evolve
Copyright Collegis Education, Inc. Proprietary and Confidential.
15
variety of content
What B2C marketers are working on right now
Content Marketing Is Changing
Copyright Collegis Educati...
16
Time to Step Up Our Game
Copyright Collegis Education, Inc. Proprietary and Confidential.
17
It’s Time to Get Rich
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Rich Media: A form of higher-q...
18
Copyright Collegis Education, Inc. Proprietary and Confidential.
http://www.nytimes.com/projects/2012/snow-fall/
19
Copyright Collegis Education, Inc. Proprietary and Confidential.
20
Copyright Collegis Education, Inc. Proprietary and Confidential.
21
You’re Falling Behind
3 Reasons Why You Need
Rich-Media Content
23
1) Stand Out from the Crowd
Copyright Collegis Education, Inc. Proprietary and Confidential.
content
content
content
Yo...
24
Why Would You Do That?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 72% of B2C marketers are prod...
25
We’re Built for Visual Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Visual content is sna...
26
Text Is Good to Have But…
Copyright Collegis Education, Inc. Proprietary and Confidential.
27
Good Isn’t Good Enough
Copyright Collegis Education, Inc. Proprietary and Confidential.
https://moz.com/blog/why-good-u...
28
Go The Extra Mile
Copyright Collegis Education, Inc. Proprietary and Confidential.
29
Try Something New
Copyright Collegis Education, Inc. Proprietary and Confidential.
30
Do Something Different
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Custom imagery
• Infographics...
31
Be Remembered
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Picture superiority effect
• Visual cu...
32
Make Something Epic
Copyright Collegis Education, Inc. Proprietary and Confidential.
"If someone removed your
content f...
33
Something News/Link Worthy
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Provides value
• Visually...
34
Rich Media Is Primed for Social
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Gen Z’ers
– Favor vi...
35
Standing Out with Rich Media
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Beat the Competition
• ...
36
2) Build Trust and
Understanding
Copyright Collegis Education, Inc. Proprietary and Confidential.
37
Are You Trustworthy?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 84% of millennials don't like t...
38
How to Create Trust
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Don’t omit the details
– Facts
•...
39
In People We Trust
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Real people with real experience
...
40
Data Speaks for Itself
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Data removes biases
• Readers...
41
Copyright Collegis Education, Inc. Proprietary and Confidential.
42
Give Them Some Control
Copyright Collegis Education, Inc. Proprietary and Confidential.
43
Give Them Some Control
Copyright Collegis Education, Inc. Proprietary and Confidential.
44
Better Communicate Your Ideas
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Use graphics to make a...
45
Build Trust with Rich Media
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Try to never use stock i...
46
3) Create Impactful Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
“Action is the foundationa...
47
Is Your Content Effective?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 60%-70% of marketing cont...
48
Right Action at the Right Time
Copyright Collegis Education, Inc. Proprietary and Confidential.
49
Connect in New Ways
Copyright Collegis Education, Inc. Proprietary and Confidential.
50
Support the Research Phase
Copyright Collegis Education, Inc. Proprietary and Confidential.
51
Use a New Enrollment Funnel
Copyright Collegis Education, Inc. Proprietary and Confidential.
52
Why You Need Rich Media
Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
1. Stand Out From the ...
YOU Can Make It Happen
54
Get Leadership On Board
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What do you mean rich media?...
55
Put the Right Team Together
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Content Creators
• Edito...
56
Set S.M.A.R.T. Goals
• Determine KPIs
– Traffic
– Social Shares
– Links/PR
– Direct & Assistance
Conversions
– Registra...
57
Play Baseball with Your Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
76%
15%
1%
8%
Singles ...
58
Develop a Process for Singles
Copyright Collegis Education, Inc. Proprietary and Confidential.
59
Scale for Doubles and Triples
Copyright Collegis Education, Inc. Proprietary and Confidential.
60
Scale for Doubles and Triples
Copyright Collegis Education, Inc. Proprietary and Confidential.
61
Home Runs Are Special
Copyright Collegis Education, Inc. Proprietary and Confidential.
62
Discover Your Opportunities
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Brainstorm Ideas
– Useca...
63
Our Idea
Copyright Collegis Education, Inc. Proprietary and Confidential.
64
Plan with a Sense of Purpose
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Persona
• Primary conce...
65
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Idea
– Assist prospective stude...
66
Research: The Topic
Copyright Collegis Education, Inc. Proprietary and Confidential.
67
Research: The Opportunity
Copyright Collegis Education, Inc. Proprietary and Confidential.
68
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
69
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
70
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
71
Produce the Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Data set from the U.S. Bureau of...
72
Develop the Visual Elements
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Improve upon the competi...
73
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
74
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
75
Prepare for Launch
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Pre-Outreach
– Who’s most interes...
76
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
There’s Still Time for
YOU to Get Started
78
Rich Media Is an Evolution
Copyright Collegis Education, Inc. Proprietary and Confidential.
79
We Love Creating Them
Copyright Collegis Education, Inc. Proprietary and Confidential.
bit.ly/EnrollmentTrends
80
You Can Do It Too
Copyright Collegis Education, Inc. Proprietary and Confidential.
81
Copyright Collegis Education, Inc. Proprietary and Confidential.
Grant Tilus
Grant.Tilus@CollegisEducation.com
www.Coll...
82
Sources
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Wikia, “Generation Z: A Look at the Technolo...
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STOP PLAYING CATCH-UP: INVEST IN RICH MEDIA CONTENT NOW

  1. 1. 1 STOP PLAYING CATCH-UP: INVEST IN RICH MEDIA CONTENT NOW Grant Tilus, Associate Inbound Marketing Manager, Collegis Education CollegisEducation.com Social Media Strategies Summit Higher Ed 2015 – #SMSsummit
  2. 2. 2 Who Is Grant Tilus? Copyright Collegis Education, Inc. Proprietary and Confidential. • Associate Inbound Marketing Manager, Collegis Education • Content Marketing Director of MnSearch.org • @GrantTilus
  3. 3. 3 What’s Your Role? Copyright Collegis Education, Inc. Proprietary and Confidential.
  4. 4. 4 Let’s Talk About Content Marketing Copyright Collegis Education, Inc. Proprietary and Confidential. • 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.
  5. 5. 5 Who’s Doing It? Copyright Collegis Education, Inc. Proprietary and Confidential. 90% of B2C marketers are using content marketing 45% of B2C marketers have a dedicated content marketing group in their organization
  6. 6. 6 We Have Common Goals Copyright Collegis Education, Inc. Proprietary and Confidential. • Organizational Goals – 88% Customer Retention – 88% Engagement – 87% Brand Awareness – 69% Lead Generation – 61% Lead Nurturing • Website Metrics – 62% Traffic – 39% Higher Conversion Rates – 39% SEO Ranking – 23% Inbound Links
  7. 7. 7 Type of Content We’re Creating Copyright Collegis Education, Inc. Proprietary and Confidential. • 93% Social Content • 80% Newsletters • 78% Articles on Website • 74% Videos • 67% Blogs • 45% Infographics • 25% eBooks • 22% Podcasts
  8. 8. 8 That’s a Ton of Content Copyright Collegis Education, Inc. Proprietary and Confidential. • 48% of organizations publish content daily or multiple times per week • Over 2.7 million blog posts are published daily
  9. 9. 9 Copyright Collegis Education, Inc. Proprietary and Confidential. It’s Starting to Pile Up
  10. 10. 10 It’s Not as Easy Anymore Copyright Collegis Education, Inc. Proprietary and Confidential. 66% Newsletters 59% 58% 54% Illustrations/Photos Social Content Blogs 54% Videos 53% Website Articles 46% Webinars 45% Online Presentations Marketers rated all of these as less effective than they did last year
  11. 11. 11 The Challenges are Real Copyright Collegis Education, Inc. Proprietary and Confidential. • 51% Measuring Content Effectiveness • 50% Producing Engaging Content • 46% Lack of Budget • 44% Producing Content Consistently • 28% Lack of Buy-In/Vision from Higher-Ups
  12. 12. 12 More Is Not the Answer Copyright Collegis Education, Inc. Proprietary and Confidential.
  13. 13. 13 Not All Content Is Created Equal Copyright Collegis Education, Inc. Proprietary and Confidential. • The average attention span has dropped from 12 seconds in 2000 to 8 seconds today
  14. 14. 14 It’s Time to Evolve Copyright Collegis Education, Inc. Proprietary and Confidential.
  15. 15. 15 variety of content What B2C marketers are working on right now Content Marketing Is Changing Copyright Collegis Education, Inc. Proprietary and Confidential. 62% creating more engaging/higher-quality content 60% creating more visual content 53% creating a greater
  16. 16. 16 Time to Step Up Our Game Copyright Collegis Education, Inc. Proprietary and Confidential.
  17. 17. 17 It’s Time to Get Rich Copyright Collegis Education, Inc. Proprietary and Confidential. • Rich Media: A form of higher-quality content that has more dynamic elements and engages the audience in a richer user experience.
  18. 18. 18 Copyright Collegis Education, Inc. Proprietary and Confidential. http://www.nytimes.com/projects/2012/snow-fall/
  19. 19. 19 Copyright Collegis Education, Inc. Proprietary and Confidential.
  20. 20. 20 Copyright Collegis Education, Inc. Proprietary and Confidential.
  21. 21. 21 You’re Falling Behind
  22. 22. 3 Reasons Why You Need Rich-Media Content
  23. 23. 23 1) Stand Out from the Crowd Copyright Collegis Education, Inc. Proprietary and Confidential. content content content Your content
  24. 24. 24 Why Would You Do That? Copyright Collegis Education, Inc. Proprietary and Confidential. • 72% of B2C marketers are producing more content than they did one year ago • Up to 15,000 pieces of content could potentially show in your Facebook feed everyday
  25. 25. 25 We’re Built for Visual Content Copyright Collegis Education, Inc. Proprietary and Confidential. • Visual content is snackable & pulls people in – 94% more total views on average are attracted by content containing compelling images • Visual content is social media friendly – 37% increase in engagement when FB posts include images
  26. 26. 26 Text Is Good to Have But… Copyright Collegis Education, Inc. Proprietary and Confidential.
  27. 27. 27 Good Isn’t Good Enough Copyright Collegis Education, Inc. Proprietary and Confidential. https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
  28. 28. 28 Go The Extra Mile Copyright Collegis Education, Inc. Proprietary and Confidential.
  29. 29. 29 Try Something New Copyright Collegis Education, Inc. Proprietary and Confidential.
  30. 30. 30 Do Something Different Copyright Collegis Education, Inc. Proprietary and Confidential. • Custom imagery • Infographics • Interactive content • Data visualizations • eBooks/Whitepapers • Video • Podcasts • And more
  31. 31. 31 Be Remembered Copyright Collegis Education, Inc. Proprietary and Confidential. • Picture superiority effect • Visual cues improve our memory • Brand association benefits – Personality – Style
  32. 32. 32 Make Something Epic Copyright Collegis Education, Inc. Proprietary and Confidential. "If someone removed your content from the web, would anybody miss it?" - Ann Handley @MarketingProfs
  33. 33. 33 Something News/Link Worthy Copyright Collegis Education, Inc. Proprietary and Confidential. • Provides value • Visually appealing • Simple to use • Hot topic
  34. 34. 34 Rich Media Is Primed for Social Copyright Collegis Education, Inc. Proprietary and Confidential. • Gen Z’ers – Favor visuals – Communicate with images – Want to be engaged – Value being unique
  35. 35. 35 Standing Out with Rich Media Copyright Collegis Education, Inc. Proprietary and Confidential. • Beat the Competition • Create Something Different • 10x Better • Attract Attention Online • Bring Your Brand Along for the Ride
  36. 36. 36 2) Build Trust and Understanding Copyright Collegis Education, Inc. Proprietary and Confidential.
  37. 37. 37 Are You Trustworthy? Copyright Collegis Education, Inc. Proprietary and Confidential. • 84% of millennials don't like traditional advertising nor do they trust it • 52% of U.S. millennials said that finding brands they can trust is important to them
  38. 38. 38 How to Create Trust Copyright Collegis Education, Inc. Proprietary and Confidential. • Don’t omit the details – Facts • Take an objective point of view • Deliver as promised • Be creditable – SME’s
  39. 39. 39 In People We Trust Copyright Collegis Education, Inc. Proprietary and Confidential. • Real people with real experience • Emotional connections • Showcase expertise • Insider access
  40. 40. 40 Data Speaks for Itself Copyright Collegis Education, Inc. Proprietary and Confidential. • Data removes biases • Readers trust facts • Tells the whole story • Clarifies complexity • But… Raw data is BORING
  41. 41. 41 Copyright Collegis Education, Inc. Proprietary and Confidential.
  42. 42. 42 Give Them Some Control Copyright Collegis Education, Inc. Proprietary and Confidential.
  43. 43. 43 Give Them Some Control Copyright Collegis Education, Inc. Proprietary and Confidential.
  44. 44. 44 Better Communicate Your Ideas Copyright Collegis Education, Inc. Proprietary and Confidential. • Use graphics to make abstract concepts concreate • Graphics help viewers process information quicker
  45. 45. 45 Build Trust with Rich Media Copyright Collegis Education, Inc. Proprietary and Confidential. • Try to never use stock images • Showcase the people behind your brand • Visualize important data • Create a content experience
  46. 46. 46 3) Create Impactful Content Copyright Collegis Education, Inc. Proprietary and Confidential. “Action is the foundational key to all success.” - Pablo Picasso
  47. 47. 47 Is Your Content Effective? Copyright Collegis Education, Inc. Proprietary and Confidential. • 60%-70% of marketing content goes unused • 62% of students and 51% of parents prefer web- based resources for learning about prospective universities • Multimedia-based content has been shown to be shared up to 12X more
  48. 48. 48 Right Action at the Right Time Copyright Collegis Education, Inc. Proprietary and Confidential.
  49. 49. 49 Connect in New Ways Copyright Collegis Education, Inc. Proprietary and Confidential.
  50. 50. 50 Support the Research Phase Copyright Collegis Education, Inc. Proprietary and Confidential.
  51. 51. 51 Use a New Enrollment Funnel Copyright Collegis Education, Inc. Proprietary and Confidential.
  52. 52. 52 Why You Need Rich Media Content Copyright Collegis Education, Inc. Proprietary and Confidential. 1. Stand Out From the Crowd – It’s Only Going to Get Harder 2. Build Trust & Understanding – Use People, Data and the Control 3. Create Content with an Impact – Rethink the Traditional CTA
  53. 53. YOU Can Make It Happen
  54. 54. 54 Get Leadership On Board Copyright Collegis Education, Inc. Proprietary and Confidential. • What do you mean rich media? – Provide examples • What does this do for our brand? – Brand awareness, reach new audiences, etc – Set expectations for results • How is this different? – Status quo vs. the future • What does success look like? – Tie everything back to business objectives – Timelines • What resources do you need? – Create a low-, medium- and high-budget proposal – Who’s on the team?
  55. 55. 55 Put the Right Team Together Copyright Collegis Education, Inc. Proprietary and Confidential. • Content Creators • Editors • Creative Designers • Developers • Leadership
  56. 56. 56 Set S.M.A.R.T. Goals • Determine KPIs – Traffic – Social Shares – Links/PR – Direct & Assistance Conversions – Registrations – Downloads – Etc. • Set Benchmarks • Track Everything Only 23% of B2C marketers say they are successfully tracking ROI on content
  57. 57. 57 Play Baseball with Your Content Copyright Collegis Education, Inc. Proprietary and Confidential. 76% 15% 1% 8% Singles Doubles Triples Home Runs
  58. 58. 58 Develop a Process for Singles Copyright Collegis Education, Inc. Proprietary and Confidential.
  59. 59. 59 Scale for Doubles and Triples Copyright Collegis Education, Inc. Proprietary and Confidential.
  60. 60. 60 Scale for Doubles and Triples Copyright Collegis Education, Inc. Proprietary and Confidential.
  61. 61. 61 Home Runs Are Special Copyright Collegis Education, Inc. Proprietary and Confidential.
  62. 62. 62 Discover Your Opportunities Copyright Collegis Education, Inc. Proprietary and Confidential. • Brainstorm Ideas – Usecandor.com • Conduct Research – Audience – Competition – Keyword(s) – Topical Importance • Brand Messaging
  63. 63. 63 Our Idea Copyright Collegis Education, Inc. Proprietary and Confidential.
  64. 64. 64 Plan with a Sense of Purpose Copyright Collegis Education, Inc. Proprietary and Confidential. • Persona • Primary concern • Online conversation • Phase of funnel • Appropriate CTA
  65. 65. 65 Career Aptitude Test Copyright Collegis Education, Inc. Proprietary and Confidential. • Idea – Assist prospective students in discovery of potential career options • Strategy – Create an evergreen top-of-funnel resource – Something useful – Better than anything else online • Goal – Increase brand awareness – Own the conversation online
  66. 66. 66 Research: The Topic Copyright Collegis Education, Inc. Proprietary and Confidential.
  67. 67. 67 Research: The Opportunity Copyright Collegis Education, Inc. Proprietary and Confidential.
  68. 68. 68 Research: The Competition Copyright Collegis Education, Inc. Proprietary and Confidential.
  69. 69. 69 Research: The Competition Copyright Collegis Education, Inc. Proprietary and Confidential.
  70. 70. 70 Research: The Competition Copyright Collegis Education, Inc. Proprietary and Confidential.
  71. 71. 71 Produce the Content Copyright Collegis Education, Inc. Proprietary and Confidential. • Data set from the U.S. Bureau of Labor Statistics
  72. 72. 72 Develop the Visual Elements Copyright Collegis Education, Inc. Proprietary and Confidential. • Improve upon the competitors • Don’t hijack the creative process • Deadlines are more like guidelines • Balance creative with usability • Get outside opinions
  73. 73. 73 Career Aptitude Test Copyright Collegis Education, Inc. Proprietary and Confidential.
  74. 74. 74 Career Aptitude Test Copyright Collegis Education, Inc. Proprietary and Confidential.
  75. 75. 75 Prepare for Launch Copyright Collegis Education, Inc. Proprietary and Confidential. • Pre-Outreach – Who’s most interested • Paid Promotion – Social media – Amplification tools • Continue Outreach – Bloggers • Supporting Articles – Internal links • Retargeting
  76. 76. 76 Career Aptitude Test Copyright Collegis Education, Inc. Proprietary and Confidential.
  77. 77. There’s Still Time for YOU to Get Started
  78. 78. 78 Rich Media Is an Evolution Copyright Collegis Education, Inc. Proprietary and Confidential.
  79. 79. 79 We Love Creating Them Copyright Collegis Education, Inc. Proprietary and Confidential. bit.ly/EnrollmentTrends
  80. 80. 80 You Can Do It Too Copyright Collegis Education, Inc. Proprietary and Confidential.
  81. 81. 81 Copyright Collegis Education, Inc. Proprietary and Confidential. Grant Tilus Grant.Tilus@CollegisEducation.com www.CollegisEducation.com @GrantTilus
  82. 82. 82 Sources Copyright Collegis Education, Inc. Proprietary and Confidential. • Wikia, “Generation Z: A Look at the Technology and Media Habits of Today’s Teens” • Millennial Branding, “The High School Careers Study” • Unruly, “Social Ad Effectiveness” • Moz, “What Makes a Link Worthy Post - Part 1” • Content Marketing Institute, “2015 B2C Content Marketing Trends–North America” • Social Media Examiner, “2015 Social Media Marketing Industry Report”
  • SherriShelnutt

    Jul. 23, 2015

SMSsummit Higher Ed - Boston 2015

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