Modern Content Marketing...Also, great design, writing, video/image quality and strong...

transcript

Kate Holgate, Creative Director | Stoltz Marketing Group

Conference on Housing and Economic Development

MODERN CONTENT MARKETING

Stoltz Marketing Group | MODERN CONTENT MARKETING

WHAT IS MODERN CONTENT MARKETING?

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.

—The Content Marketing Institute™

http://contentmarketinginstitute.com/what-is-content-marketing/

Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: https://www.thekitchn.com/how-to-make-a-layered-jello-mold-243630 Image source: https://www.deere.com/en/tractors/e-series-tractors/

Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: http://vitalstorm.com/services/content-marketing/ Image source: https://delishably.com/desserts/4-Vintage-Jello-Recipes

Stoltz Marketing Group | MODERN CONTENT MARKETINGImage Source https://www.thekitchn.com/how-to-make-a-layered-jello-mold-243630

• Websites

• E-newsletters

• Blogs

• Twitter

• YouTube/Vimeo

• Infographics

• E-books

• Whitepapers

• Facebook

• Instagram

• LinkedIn

• Pinterest

SEO, SEM, Data, Analytics, CRM, Smart CTA’s… WHAT’S NEXT?

WHY IS CONTENT MARKETING IMPORTANT?

• Increases brand awareness.

• Enhances customer loyalty.

• Establishes trust with thought leadership.

• Generates traffic to your website.

• Improves lead generation and conversion.

• Provides value without being intrusive.

• Develops long-term relationships with your audience.

• Creates a conversation with currentand potential customers.

• Drives profitable customer action.

CONTENT MARKETING:

Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: https://blog.hubspot.com/marketing/measure-content-marketing-roi

CREATE A MEMORABLE CUSTOMER EXPERIENCE

AT EVERY TOUCH POINT.

CONTENT

CREATION & DISTRIBUTION

AUDIENCE BUILDING

KEYWORD STRATEGY & TOPIC GENERATION

LINK BUILDING

BRAND AWARENESS & THOUGHT LEADERSHIP SEO

SOCIAL

FOUR TIPS: MODERN CONTENT MARKETING

DEFINE YOUR AUDIENCE.

WHAT IS A PERSONA?

Realtor Rachel. Landscaper Larry. Donor Debbie. These names refer to personas: fictional, generalized representations of real people. By grouping people into persona categories, it's much easier for marketers to tailor their content and messaging to different groups of people.

Every content marketing plan should start by creating personas and their desired course of action.

Stoltz Marketing Group | MODERN CONTENT MARKETINGhttps://blog.hubspot.com/marketing/buyer-persona-questions

INTERVIEW YOUR CUSTOMERS

(20 Questions)

Maps to: Older women online, almost empty nesters, as well as middle-aged moms with disposable income.

The hand-raiser / Family hero / Made the family reunion shirts / Coordinated the potluck / Served her time on the PTA

Categories: Maker, DIY’R

Shops Cafe Press for: Matching jammies PillowsThe perfect clever giftStationaryCustom merchandise

Channels: Facebook Instagram Pinterest Parenting Blogs (Love Taza, Oh Joy!) Home Decor Blogs (Wit + Delight) DIY Videos (YouTube)

CREATIVE KATE

THE CAREGIVER: Show my care for others

Motivated by: Caring and gratitude

Stoltz Marketing Group | MODERN CONTENT MARKETINGImage Source: https://hotinsocialmedia.com/how-to-select-which-7-types-of-posts-to-boost-across-social-media/

Where is your target audience accessing content? And when?

ESTABLISH GOALS.

WHAT IS THE PURPOSE OF YOUR CONTENT?

• What business goals do you hope to reach through content? (Brand awareness? Brand loyalty? Customer education? Talent recruitment? Increased web traffic? Sales leads?)

• What challenges do your customers have that you can solve?

• What makes your product or service the best solution?

• How will your content engage and re-engage customers throughout the process,

leading them through your sales funnel?

• How will your content align with your brand and UVP’s?

• How can you tell your story in such a way that inspires loyal customers?

QUESTIONS TO CONSIDER WHEN DEVELOPING A CONTENT STRATEGY:

QUALITY OVER QUANTITY.

Put every piece of content through the helpful filter. For every piece of content created, simply ask yourself, “If I fit this customer persona, would I find this content helpful or useful?”

Also, great design, writing, video/image quality and strong call-to-actions (CTA) are very important when developing great content.

THE CONTENT GOLDEN RULE: BE HELPFUL

Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: http://www.sportsonearth.com/article/61581268/the-competitors-at-the-red-bull-flugtag-competition-purport-to-build-homemade-flying-machines

MEASURE AND PIVOT.

How many people saw your content? Look at traffic, social shares, and brand mentions.

Content engagement: How engaging is your content? Do people like it? Measure clickthrough and bounce rates, time on page, scroll depth, and social engagement (including likes and shares).

Search engine optimization (SEO): How does your content affect your Google rankings? Track your rankings, keywords, and links.

Content conversion: How much money did you make thanks to this campaign? Assess your leads, sales, and subscriptions.

USE TECHNOLOGY TO YOUR ADVANTAGE

Google Analytics

Built-in Social Media Analytics Tools (Facebook Page Insights, YouTube Analytics, etc.)

Hootsuite

Buzzmo

Built-in CRM Tools (HubSpot, Salesforce, etc.)

Monitor User Behavior Tools (Hotjar, Kissmetrics, Heatmap.me, Clicktale, etc.)

SEO/Keyword Search Tools (Google AdWords Keyword Panner, SEM Rush)

HELPFUL ONLINE TOOLS

https://blog.hubstaff.com/10-best-tools-measuring-content-marketing-roi/

CONTENT IS KING.

Image source https://www.thekitchn.com/how-to-make-a-layered-jello-mold-243630

https://contently.com/strategist/

REFERENCES

http://contentmarketinginstitute.com/

https://blog.hubspot.com/

http://stoltzgroup.com/stoltz_marketing_blog/

THANK YOU.

Modern Content Marketing...Also, great design, writing, video/image quality and strong...

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