Presentation Overview Presentation Title: Using Content Marketing to Keep Your Membership Funnel Full  Subject Matter: • Introductions and welcome – JOHN AND HUNTER – 2 MINUTES • Content marketing defined – JOHN – 8 MINUTES• What is Curated Content?• Different types of content• The Content Funnel• Content marketing goals and objectives

• Ready, Set, Start the Content Engine! – JOHN – 12 MINUTES• The key components of multi-channel marketing• Meet the Mobile Audience - Mobile marketing strategies and tactics • Make a plan, have a content strategy, and use the right tools, and a content library • Creating campaigns with content• Create and manage an effective content calendar

 • Leveraging Your Community Created Content: A Case Study – HUNTER – 20 MINUTES• Build and Grow the “Content” Community• Become the Industry Resource• Results: Value to the Association, Members,  and Non-Members

• Wrap Up/Summary – JOHN – 2 MINUTES• Q&A – JOHN AND HUNTER – 5 MINUTES• THANK YOU – JOHN AND HUNTER – 5 MINUTES

Date: Monday, December 2nd 2013 Time: 2pm – 3pm Location: 150A

Using Content Marketing to Keep Your Membership Funnel Full

John Foley, Jr.

•CEO and President• Software (SaaS)• MAX: Marketing Automation.

Executed.• Specialized Marketing for Associations

• Consulting • Marketing, Strategy, Transformation,

Mergers, Sales, and more

• Strategy• Strategic Planning• Online Marketing Plans: Content,

Social, and SEO

• Website Development Tweet throughout and after! @JohnFoleyJr #HUGSF13

Author

Buy at JohnFoleyJr.com/Bookstore or the interlinkONE/MAX booth

Hunter Montgomery

• 20+ Years in B2B Marketing

• Organizations include Verizon, Vocus, MicronPC and Newbridge Networks

• Hunter Montgomery, CMO, Higher Logic

Today’s Agenda

1. Content Marketing

2. Ready, Set, Start the Content Engine!

3. Leveraging Your Community Created Content: A Case Study

1Content Marketing

Content Marketing

• Pull, rather than a push, strategy

• Content doesn’t interrupt, it attracts

• Your content can be disruptive!

www.entrepreneur.com

What is Content Curation?

Organizing and delivering

relevant content to your

community

www.inboundwriter.com

harvest-pr.com

Content Types

• News

• Announcements

• Features

• Promotions

• User contributionswiredimpact.com

The Makings of Great Content

• Highlight community activities

• Maintain consistency in tone

• Mention community members

• Develop a plan for how and who to

recognize

Information Source: Buzzing Communities

blog.thepitagroup.com

Content: Where Does it Come From?

• Where does content come from?• Member evangelists

• Writers in your association• Look beyond the obvious marketing/communications folks!

• Publications (yes…you wrote it already!)

• Freelance writers• WritersAccess.com• Elance.com

• Reuse/Recycle!

coursera.org

Goals and Objectives

1)Lead Generation

2)Thought Leadership

3)Brand Awareness

Source 2012 B2B Content Marketing Trends Survey, by Holger Schulze for Optify

• Create a narrative so community members can follow what’s happening

• Engage members in the community

• Develop a sense of community

• Establish a social order

• Share relevant information about events

The Goal of Content

Information Source: Buzzing Communitieswww.precisionmarketinggroup.com

Content Engine Grid

• Producing engaging content

• Producing enough content

• Integrating content across marketing platforms

The Biggest Challenges

2013 B2B Enterprise Content Marketing Trends- North America Content Marketing Institute

Solutions

To create content that engages:

1.Give an inch to get a mile

2.Make your audience feel valued

3.Tell a Storyhttp://www.forzanibusinesscoaching.com/

Engagement Funnel

Community Portal

Mild Engagement

Maximum Engagement

Membership Retention

2Ready, Set, Start the

Content Engine!

Multi-Channel Marketing

• Marketing through indirect and direct communication channels

• Gives your community the choice of communicating the way they prefer

Key Components of Multi-Channel Marketing

• Choose a variety of channels

• Keep your brand message

consistent

• Think like a member

• Choose the right channels

www.iebusiness.com

Your Members Seek Education Differently

Drive Them to Your Community by Connecting Through Multiple Channels

Know Your Members

• Who Are They?

• What Channels do they use?

• How Do They Use Social Networks?

What Channels Should You Choose?

http://www.visnetwork.com.au/

Direct Mail Email

Website

Mobile

Social Media

Meet Mobile

• Smartphone ownership and mobile web viewing continues to rise

• Associations are jumping on board with responsive websites, mobile apps, and mobile event sites

State of the Mobile World

• Base your strategy on how your community uses their mobile

devices

• Think about what really matters and focus on that information

• Have a deeper understanding of conversions

• Think responsive!

• Use location search

Mobile Strategies and Tactics

Now that you Have a Mobile Strategy…

Integrate with your content!

Managing Your Content

• Make a Plan

• Make a calendar

• Rotate content categories

• Establish repeat content intervals

• Measure! www.seohizmetleri.com.tr

Make a Plan

• Strategy is important

• Use the right tools

• Open communications between employees

• Develop a content library

www.burnaby.ca

Content Calendar

In three easy steps:

1)Understand your association’s acquisition and retention cycle

2)Brainstorm the topics you want to cover

3)Set the content to your calendar

www.pammarketingnut.com

Creating a Content Calendar

• Plan out your main themes

• Segment into smaller, more targeted campaigns

• Set your content types

• Organize into a document or use software to help

• Share with your content team

www.katedreyer.co.uk

“The best content for a

community is content about the

community.”

- Richard Millington, Buzzing Communities

Community Content

Your Content as the Community Newspaper

• Newspapers make national stories local

• Establishes thought-leadership and helps

those who might not typically be “known” get

exposure (blogs, community posts, etc)

• Inform and entertainInformation Source: Buzzing Communities

www.imagine.com.au

3Leveraging Your Community

Created Content: A Case Study

Roy Snell, CEO, Society of Corporate Compliance and Ethics

Hunter Montgomery, CMO, Higher Logic

Society of Corporate Compliance and Ethics / Health Care Compliance Association

• Founded: HCCA, 1997; SCCE, 2002

• Headquarter: Minneapolis, MN

• Combined total of 13,000 member, 18 member board and 33 association staff

• 12,500 Community Site members

SCCE 459 International Members in 67 Countries

12% of Membership is Outside US

Membership Data

Community Activity

Community Activity

Wrap-Up

“Content is king!”-Bill Gates

Questions?Raise those hands! Let’s talk!

John Foley JohnF@interlinkONE.comTweet @JohnFoleyJrLet’s connect on LinkedIn!

Hunter MontgomeryHunter@HigherLogic.com