Owning Your Content Planning for Success

Transcription

1 Owning Your Content Planning for Success

2 Who are we? Renee Plain Owner, In Plain Sight Marketing, LLC UC Davis English, Communications Print/web/social advertising background including RGJ, Nevada Appeal, national motorsports trade publications for 5 years prior to launching IPSM four years ago. Kathie Taylor Owner, Word Consulting University of Nevada, Reno Journalism (Integrated Marketing, Public Relations), Communications Freelance journalist/publicist for 15 years Clients include Microsoft, UNR, NW Mining Association Published in Nevada Appeal, RGJ, Nevada Magazine, local, national and international publications.

3 Why have a plan? 1.Defining your brand 2.Align marketing with business goals 3.Target market and ideal client identification 4.Consistency of messaging 5.Content strategy refining your message 6.Optimize content make it work 7.Editorial calendar what to publish when

4 Defining your brand Purpose Character / Persona Tone Language One voice, a unified brand Branding is all about how your organization is perceived. Marketing is how you can influence people into perceiving your organization in a certain way.

5 Align marketing with business goals Why are we doing this? Mission What do we want to accomplish? Goal Goal Goal How will we achieve our goals? Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic

6 Target market and ideal client identification 1. Current client base 2. Competition 3. Analyze areas of need 4. Specific demographics 5. Personal characteristics

7 Consistency of messaging Events & Press releases Direct Mail Website Blog Social

8 Content strategy refining your message Facebook Digital Strategy Content Strategy Twitter Social Platforms & Direct Mail Distribution Linked In Content Marketing Capture Website White papers, etc. Blog

9 Credibility Why do I need a website for my small Products and Services business? Marketing tool 24/7 Voice Value proposition Competitors Location Website Online Brochure Hours of business Social Media Business More Customers

10 Blog B2B marketers who blog see 67% more leads than non-bloggers 13x ROI for bloggers 97% more links to websites of companies that blog Companies that blog almost double their leads 67% of B2B decision makers trust research from professional associations online

11 78% of marketers use e- Newsletters Companies that blog almost double their leads and double their engagement online Companies with more landing pages generate 48% more traffic than those with fewer pages

12 Public relations Wider audience and longterm archive on web searches Establish expertise and authority Hit multi-media audiences including mobile (1.5x growth per year) Social presence through news sites Pick-up

13 Why Social Media? 52% of online adults use two or more social media sites, up from 42% in % of B2B companies view social media as highly successful

14 Facebook 71% of online adults 70% use it daily 43% use it several times a day 1,000 likes = 185% increase in traffic

15 Twitter 23% of online adults 30% college educated 36% use daily 85% of B2B marketers use Twitter

16 28% of online adults 50% of college educated internet users 13% use daily 44% earn $75k and up 82% of B2B marketers use LinkedIn

17 Yelp Average monthly unique Yelp visitors: 142 million (as of 4/15/15) Monthly unique desktop visitors: 75 million (2/8/16) Monthly unique mobile visitors: 66 million (2/8/16) Claimed local businesses on Yelp: 21 million (4/15/15)

18 Editorial Calendar

19 Case study: Boys & Girls Clubs of Western Nevada

20 Goals Drive community engagement Increase donor participation Grow membership base Improve community perceptions

21 Strategy Website Events Social Platforms & Direct Mail Donation requests Content Marketing Still to come: News Donate Now Events, programs schedule In the News

22 Results December 2015 April 2016 Carson City Page likes November 26: 626 April 22: 841 Net gain: Total reach: 11,226 highest week Post clicks: 1, total posts in two months Average 5 posts per week Top post: 4,365 Reach 390 post clicks 57 shares 30 likes, 12 comments

23 Other Social 148 Tweets 87 Followers Retweets by Adams Hub, CarsonNow and Mayor Crowell 9 posts 1,899 impressions, 17 clicks 23% highest post engagement Boys & Girls Clubs look to the Future

24 Public Relations Activity Press releases Media hits in local media, online and print plus social share Topics: Donor stories Wiegand and Dutch Bros. Community relations Adopt-a-Family (Tahoe Ridge EAGLES and Cracker Box), Carson Tahoe Health and The Change Companies (Youth of the Year) Mentions in unrelated stories New Entrepreneur curriculum Mayor s MAC video on social media

25 Dutch Bros. Fundraiser Boosted 182 reach 3 likes

26 Dutch Bros. Fundraiser 1,406 views on Facebook 25,000 Nevada Appeal print readership 17,341 NAP online page views* 2,800 CarsonNow page views** 694 LinkedIn views 47,241 Impressions *516,764 views per month for NAP **85,000 views per month for Carson Now

27 Dutch Bros. Fundraiser 1% click through visitors 2.5% click through 1,181 5% click through 2,362 visitors

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