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!