What Content Marketing Techniques Can Teach Us About Building a Compelling Compliance Program

Size: px

Start display at page:

Download "What Content Marketing Techniques Can Teach Us About Building a Compelling Compliance Program"

Dominic Houston
6 years ago
Views:

Previous: Professional services for SAI Global, BCBS MA compliance program manager Principal and Founder, Rethink Compliance Content +

1 What Content Marketing Techniques Can Teach Us About Building a Compelling Compliance Program April 12, 2017 Meghan Daniels, JD Kirsten Liston, CCEP Practice Leader, Code Rewrite Services Compliance specialist since 2006 Current focus: Modern, plain-language Codes Previous: Professional services for SAI Global, BCBS MA compliance program manager Principal and Founder, Rethink Compliance Content + compliance since 2000 Current focus: Content tools & techniques for stronger programs Previous: Advisory Services and product strategy for SAI Global 1

Principles of Content Marketing Part 2: Make Content Marketing Work in

2 What We ll Cover Introduction o The Problem We re Solving (Low attention, low engagement) o What Content Marketing Does & Why it Can Help Part 1: Core Principles of Content Marketing Part 2: Make Content Marketing Work in Compliance Conclusion & Resources 3 Can t you do something like this for our program..? 4 2

Common traits: Enjoyable and welcome Personal and personalized Visual or thoughtfully designed Compelling hooks included: humor, useful advice, shock/anger/emotion, great stories, insider information

3 Common traits: Enjoyable and welcome Personal and personalized Visual or thoughtfully designed Compelling hooks included: humor, useful advice, shock/anger/emotion, great stories, insider information Encouraged a deeper relationship and suggested actions 5 Content marketing is:. the marketing and business process.for creating and distributing valuable and compelling content.to attract, acquire, and engage a target audience.with the objective of driving.action 6 3

4 From strangers to promoters

5 9 10 5

biggest challenges with content marketing is to put the needs of customers

6 Core Principles of Content Marketing Start with Customers Connect THEN Send Think Like a Publisher Measure & Adjust 11 Start with Customers One of the biggest challenges with content marketing is to put the needs of customers ahead of our own and tell stories that connect with people. Epic Content Marketing 12 6

Start with Customers Your content should answer some unmet need for your customer. It should be useful.

7 #1 marketing mistake: Writing about yourself and your concerns, not the audience. Customers don t care about you. They care about themselves and their problems. Start with Customers Your content should answer some unmet need for your customer. It should be useful. Use words and phrases your CUSTOMERS care about, not ones YOU care about. 13 Connect THEN Send You do not lead by hitting people over the head. That s assault not leadership. Dwight D. Eisenhower 14 7

Connect THEN Send Telling the right story at the right time to the right person always cuts through the clutter.

8 People are constantly interrupted by one-size-fitsall messages and great at screening them out. But what if your audience looked forward to receiving your messages? Connect THEN Send Telling the right story at the right time to the right person always cuts through the clutter. And: if you deliver vital, relevant content to your target market, you will take on an important role in their lives. 15 Think Like a Publisher Anyone who tries to make a distinction between education and entertainment doesn t know the first thing about either. 16 Marshall McLuhan 8

Think Like a Publisher Helpful, valuable, compelling stories convert passersby into a loyal audience.

9 The era of one-way, single-threaded mass communication is over. With the Internet, brands can produce longer-form, higher-quality content and build audiences on their own sites. Think Like a Publisher Helpful, valuable, compelling stories convert passersby into a loyal audience. You can become the go-to informational resource for your audience. 17 Measure & Adjust The difference between content marketing and [spam:] Good content marketing makes a person stop, read, think, and behave differently. 18 Epic Content Marketing 9

With content marketing, you can have a two-way conversation and then measure engagement. Key difference between content marketing and content: It drives behavior change in your audience.

10 With content marketing, you can have a two-way conversation and then measure engagement. Key difference between content marketing and content: It drives behavior change in your audience. Measure & Adjust If you re not getting the results you want, you can switch strategies. Goal: Create and participate in conversations; build relationships; influence behavior. 19 practical ethics institute TM Blog About Menu HERE S WHAT PRACTICAL ETHICS IS ALL ABOUT Hey, what s up? I m Kirsten Liston, your Ethics Officer, and if you ve ever asked yourself: Who can I talk to if I need advice on a workplace dilemma? Is there somewhere I can check to make sure an action is legal? How can I meet ambitious business targets ethically? Where do I go if someone asks me to do something at work that seems wrong? PRACTICAL ETHICS HELPS YOU MOOOVE ON UP IN LIFE AND WORK First name Or if you just need practical guidance from someone who s spent her career focused on how the laws, ethical standards, and our company s requirements apply to your job. You re in the RIGHT place! 20 10

: CEO Marybeth Lorenz on Integrity in Global Markets We talk ethics, exotic pets, and becoming the conscience of an industry.

11 A FEW WAYS I CAN HELP Free ebook: How Top Performers Balance Achievement and Integrity Want to know how the greats do it? We found out. Our Code: One Easy Reference So You Know What s Right Want to know what we stand for? It s all in here. New Podcast!: CEO Marybeth Lorenz on Integrity in Global Markets We talk ethics, exotic pets, and becoming the conscience of an industry. 21 A FEW WAYS I CAN HELP practical ethics institute TM WANT TO LEARN HOW TOP PERFORMERS BALANCE Free ebook: How Top New Podcast!: CEO Our Code: One Easy Performers Balance ACHIEVEMENT AND INTEGRITY? Marybeth Lorenz on Reference So You Achievement practical ethics and institute TM Integrity in Global Know What s Right Integrity Markets Want to know how the greats do it? We found out. We talked to Want a few to know employees what we stand who for? stand out. It s all in here. We talk ethics, exotic pets, and becoming conscience of an industry

Takeaways It s about the customer not you find their hook Give people personalized, relevant content, not generic blasts Open communications, build trust, offer options to deepen Promote a two-way

12 Takeaways It s about the customer not you find their hook Give people personalized, relevant content, not generic blasts Open communications, build trust, offer options to deepen Promote a two-way conversation, not a monologue Include a call to action that naturally flows from the content 23 Questions? Meghan Daniels, JD Kirsten Liston, CCEP meghan@rethinkcomplianceco.com kirsten@rethinkcomplianceco.com 12

Your Business. with. Inbound Marketing

Your Business. with. Inbound Marketing Your Business with Inbound Marketing Table of contents So What is Inbound Marketing? Is it Just a Fad? Inbound marketing in a nutshell What inbound marketing can do for your business? But is inbound marketing