39
Power of Content Marketing Bart Caylor, Caylor Solutions IDOE Charter School Marketing
Power of Content MarketingBart Caylor, Caylor Solutions
IDOE Charter School
Marketing
MUST HAVESEnrollment-focused website
Content that is user-focused and answers questions
Social media strategy that drives prospective students and parents to the website and content.
+
1988Caylor-Solutions.com | 317-985-7375 3
n Typically from IT Departments
n Anderson University – 1997-1998
n Chronicle Article 1999
Education Websites
Caylor-Solutions.com | 317-985-7375
6
n Mid 2000s
n Blogger
n Writing for the web
Content (Blogging, Etc.)
Caylor-Solutions.com | 317-985-7375
7
n The Facebook - 2004 / 2006
n YouTube – 2005
n Twitter – 2006
n Instagram - 2010
n Snapchat - 2012
Social Media
Caylor-Solutions.com | 317-985-7375
8
n Late 2000s
n Hubspot
n 1999 Permission Marketing - Godin
n Gated Content
Inbound Marketing
Caylor-Solutions.com | 317-985-7375
9
Dealing with Constant Change
Caylor-Solutions.com | 317-985-7375
10
+The Power of Content
Caylor-Solutions.com | 317-985-7375 11
+
Content is King
Caylor-Solutions.com | 317-985-7375 12
- Content Rules All- Your Marketing Success
Depends on Content- Websites, Social Media,
Communications
+Keeps Your Audience Informed
Provides Fodder for Search Engines to Recognize and Rank You.
Delivers Your Message
Caylor-Solutions.com | 317-985-7375 14
+Content Marketing is figuring out what prospects are interested in, creating information that meets those needs, and delivering to them in a timely, relevant, and valued way.
Caylor-Solutions.com | 317-985-7375 15
+Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. —Hubspot, January 2015
Caylor-Solutions.com | 317-985-7375 16
Hubspot, The Ultimate List of Marketing Statistics, http://www.hubspot.com/marketing-statistics
+Content marketing drives higher conversion rates than traditional marketing: 6X.
Caylor-Solutions.com | 317-985-7375 17
http://content.kapost.com/Aberdeen-ContentChaos
+Success flows to organizations that inform, not organizations that promote.
Caylor-Solutions.com | 317-985-7375 18
Jay Baer, Utility
“Caylor-Solutions.com | 317-985-7375 19
Content Comes in a Variety of Forms
Content Types
Caylor-Solutions.com | 317-985-7375
20
n Text
n Video
n Audio
n Images
n Interviews
n Polls
n Social Media Posts
+
Content doesn’t just happen. You must have a plan and do the work.
Caylor-Solutions.com | 317-985-7375 21
+Know Your Audience’s QuestionsProvide the Answers
Caylor-Solutions.com | 317-985-7375
22
“Caylor-Solutions.com | 317-985-7375 23
Most Effective Forms of Content For Education Marketers
Evergreen Content
Caylor-Solutions.com | 317-985-7375
24
Simple way to provide answers to questions
Search engines LOVE blogs
Keyword Rich = Discovery
Call to Action
Blogging
Caylor-Solutions.com | 317-985-7375
25
Blogging Calls to Action
More information forpermission to market
Ebooks, videos, special access
Email nurturing
Gated Content
Caylor-Solutions.com | 317-985-7375
26
Popular way to consume content, especially for Millennials and Gen Z
More accessible than ever
Number of ways to use it
Testimonials, Day in the Life
Video
Caylor-Solutions.com | 317-985-7375
27
Tell the Story
Personalized Explanations
Infographics/Photos
Emotive and Immersive
Photos/Graphics
Caylor-Solutions.com | 317-985-7375
28
Podcasts
Interviews/Testimonials
Spotify Playlists
Audio
Caylor-Solutions.com | 317-985-7375
29
Social Media
Syndication - Discovery
Newsletters
One format to the next
Call to Action
Repurpose
Caylor-Solutions.com | 317-985-7375
30
+
Content makes you and your organization the authority on whatever you choose to publish.
Caylor-Solutions.com | 317-985-7375 31
n Distinctives
n Subject Matter
n Location
n Methodology/Approach
n Individuals (Teachers, Principal, etc.)
Claim Your Authority
Caylor-Solutions.com | 317-985-7375
32
Caylor Solutions
Caylor-Solutions.com | 317-985-7375
33
Caylor-Solutions.com | 317-985-7375
34
n Prospective students want answers to questions about going to school, but unlike in days gone by, they want self-service for those answers before they take the next step.
n You and your school have those answers and need to provide them in the way that prospects need them in a timely, relevant and valuable way.
n You will gain authority by the content you create.
n To create that content, it takes planning and work.
Take Away:
Caylor-Solutions.com | 317-985-7375
35
+Planning1. Personas
2. Customer Journey
3. Content Inventory
4. Leadership Buy-in
5. Crawl, Walk, Run
Caylor-Solutions.com | 317-985-7375 36
+Three Exercises1. Think through ideas for content based
upon what prospects what. What are the questions?
2. How can you create original content that answers those questions? What different ways can you edit that into different formats?
3. What resources do you need to create and manage content?
Caylor-Solutions.com | 317-985-7375 37
+Question & Answers
The Power of Content Marketing
Caylor-Solutions.com | 317-985-7375 38
+Bart [email protected]
317-985-7375
caylor-solutions.com
@bartcaylor
Caylor-Solutions.com | 317-985-7375 39
