Mastering Content Marketing

Transcription

1 Mastering Content Marketing (while juggling 97 other tasks) Presented by: Danielle Gray

2 Keep in Mind Be Social! Tweet using hashtag Connect on LinkedIn: Danielle Gray, MBA Ask questions! When you feel it, ask it. Someone else is probably thinking the same. Relax and Learn! Yes you can still learn while enjoying yourself. Relax your shoulders.

3 Module 2 Recap 1. The Rule of Seven 2. Promoting in the Decision Making Process 3. What & Where to Promote 4. Content Calendars 5. Promotion Best Practices

4 MODULE 3 The Guide to Identity Collection and Analysis: How to Generate Leads and Prove You Aren t Wasting Your Time

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9 Session Overview 1. Collection Methods 2. Collection Best Practices 3. Keywords *Audience Choice* 4. Analyzing Behavior 5. Workshop Final Thoughts

10 1 Collection Methods

11 Collection Methods Contact form Download forms Survey Registration

12 Contact Forms

13 Download Forms

14 Survey Case Study 5 Multiple Choice Questions 3 Contact Fields $250 Ruth s Chris Gift Card Total Responses: 57 Target Client Responses: 15 Investment Per Response: $4.39 Investment Per Client Contact: $16.67

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17 Registration Case Study Pain Point: Global Manufacturing Waste

18 Food Engineering and Haskell present PackAGE Packaging s Future and Role in Waste Reduction

19 2.4 Billion pounds of food waste were produced at the manufacturing level in on year. * *2014 Food Waste Reduction Alliance (FMI) BSR Food Waste Study

20 About 80 billion pounds of food are discarded in U.S. landfills each year.* *2014 Food Waste Reduction Alliance (FMI) BSR Food Waste Study

21 One third of all food produced globally goes to waste.* * United Nations Food and Agriculture Organizations

22 What can we do?

23 Others like you are asking similar questions.

24 It s time we come together to exchange ideas on how to reduce manufacturer food waste.

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26 During Pack Expo, you ll have an opportunity to discuss new ideas with our expert panel.

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28 Meet our panel

29 Michael Ballard Director of Packaging Engineering General Mills

30 Dennis R. Heldman PhD. Professor of Food Engineering The Ohio State University

31 Joyce Fassl Editor in Chief Food Engineering Magazine

32 Keith Perkey Vice President of Packaging Haskell

33 Lunch will be provided.

34 Don t let it go to waste. More food ends up in landfills than any other type of municipal solid waste.* *According to a U.S. Environmental Protection Agency study

35 Register Now! Only 100 Seats available! November 4, :30 am 1:30 pm McCormick Place Chicago PackAGE: Packaging s Future and Role in Waste Reduction

36 Register Now! Only 98 Seats available! November 4, :30 am 1:30 pm McCormick Place Chicago PackAGE: Packaging s Future and Role in Waste Reduction

37 Registration Case Study

38 Registration Case Study

39 Registration Case Study

40 Registration Case Study

41 Registration Case Study

42 2 Collection Best Practices

43 Form Questions Best Practices First Name & Last Name in separate fields Try business instead of Company Name may be in Would I do this? Test Gauge question number by content quality

44 Collection Best Practices Place forms throughout website Use as Now What Privacy Policy link Insightful questions that inform strategy Provide checked options Use different types of questions (rating scale, multiple choice, yes/no, etc.)

45 3 Keywords

46 Keyword Tips Become a customer. Chinese food near me vs Chinese restaurants Study the competition. Fill in blanks, add to list Use long tail keywords. Conversion rate higher. Utilize tools. Try tools like the Google AdWords Keyword Tool Analyze results. Use Google Analytics

47 Keyword Tools Free Keyword Tools Google Keyword Planner Google Trends Keyword tool.io Paid Keyword Tools Moz Keyword Difficulty Tool Ahrefs AccuRanker

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49 Juggling Tips List your services and ask colleagues/family members how they would describe them - 2 hours Hire a graphic designer - TIME SAVER Develop insightful questions you want to know about your audience - 45 mins

50 4 Analyzing Behavior

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52 Analytics 1. Google Analytics a. Page Views b. Time on Site c. Platforms 2. Social Media Analytics 3. Visual Visitor (and other similar software) 4. Form/Survey Responses

53 Analytics

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55 Haskell presents The Rise of Consolidated Services

56 So, let s say you have a hospital.

57 Initially, your facility was designed to deliver the highest level of care in the most efficient manner, right?

58 Of course it was, but what happens when your demand for care grows?

59 Your space needed for support services grows.

60 As everything continues to grow, these support services begin to encroach on your clinical space.

61 But isn t this the valuable space actually intended for patients under your care?

62 Suddenly you realize your once efficient facility has transformed into something never intended

63 a maze of inefficiency, frustration, and confusion.

64 But services like the pharmacy, administration, laundry, meal preparation, lab work, archived records, and the mailroom are all essential to daily operations.

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71 What can you do to return to efficiency and regain your prime clinical space?

72 You could go through the logistical headache of expanding your facility

73 or you could simply move these services off-site.

74 But mist they all go their separate ways?

75 And what if they could all be moved to a space designed specifically for them?

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81 By consolidating these services, you benefit from improved clinical care, reduced operating costs, and increased efficiency.

82 It s easy to see why consolidated support services are on the rise.

83 Learn how LeeSar, a joint venture between Lee Memorial and Sarasota Memorial Health Systems, successfully consolidated services.

84 5 Workshop Final Thoughts

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86 Stay top of mind.

87 Focus content on pain points of audience.

88 Clean up lists.

89 What? So What? Now What?

90 Host a content generation workshop.

91 Everything begins with content generation.

92 Develop your content strategy.

93 Look the part.

94 Listen and solve, not tell and sell.

95 dgmarketingco.com

96 Questions?

97 Contact Danielle Gray, MBA Content Marketing Strategist