MODERN CONTENT MARKETING. Kate Holgate, Creative Director Stoltz Marketing Group Conference on Housing and Economic Development

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1 MODERN CONTENT MARKETING Kate Holgate, Creative Director Stoltz Marketing Group Conference on Housing and Economic Development

2 WHAT IS MODERN CONTENT MARKETING?

3 Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. The Content Marketing Institute

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8 Websites Facebook YouTube/Vimeo E-newsletters Instagram Infographics Blogs LinkedIn E-books Twitter Pinterest Whitepapers SEO, SEM, Data, Analytics, CRM, Smart CTA s WHAT S NEXT?

9 WHY IS CONTENT MARKETING IMPORTANT?

10 CONTENT MARKETING: Increases brand awareness. Provides value without being intrusive. Enhances customer loyalty. Develops long-term relationships with your audience. Establishes trust with thought leadership. Creates a conversation with current Generates traffic to your website. and potential customers. Improves lead generation and conversion. Drives profitable customer action.

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12 CREATE A MEMORABLE CUSTOMER EXPERIENCE AT EVERY TOUCH POINT.

13 CONTENT CREATION & DISTRIBUTION KEYWORD STRATEGY & TOPIC GENERATION SOCIAL BRAND AWARENESS & THOUGHT LEADERSHIP SEO AUDIENCE BUILDING LINK BUILDING PR

14 FOUR TIPS: MODERN CONTENT MARKETING

15 1 DEFINE YOUR AUDIENCE.

16 WHAT IS A PERSONA? Realtor Rachel. Landscaper Larry. Donor Debbie. These names refer to personas: fictional, generalized representations of real people. By grouping people into persona categories, it's much easier for marketers to tailor their content and messaging to different groups of people. Every content marketing plan should start by creating personas and their desired course of action.

17 INTERVIEW YOUR CUSTOMERS (20 Questions)

18 CREATIVE KATE Maps to: Older women online, almost empty nesters, as well as middle-aged moms with disposable income. The hand-raiser / Family hero / Made the family reunion shirts / Coordinated the potluck / Served her time on the PTA Categories: Maker, DIY R THE CAREGIVER: Show my care for others Motivated by: Caring and gratitude Channels: Facebook Instagram Pinterest Parenting Blogs (Love Taza, Oh Joy!) Home Decor Blogs (Wit + Delight) DIY Videos (YouTube) Shops Cafe Press for: Matching jammies Pillows The perfect clever gift Stationary Custom merchandise

19 Where is your target audience accessing content? And when? Image Source:

20 2 ESTABLISH GOALS.

21 WHAT IS THE PURPOSE OF YOUR CONTENT?

22 QUESTIONS TO CONSIDER WHEN DEVELOPING A CONTENT STRATEGY: What business goals do you hope to reach through content? (Brand awareness? Brand loyalty? Customer education? Talent recruitment? Increased web traffic? Sales leads?) What challenges do your customers have that you can solve? What makes your product or service the best solution? How will your content engage and re-engage customers throughout the process, leading them through your sales funnel? How will your content align with your brand and UVP s? How can you tell your story in such a way that inspires loyal customers?

23 3 QUALITY OVER QUANTITY.

24 THE CONTENT GOLDEN RULE: BE HELPFUL Put every piece of content through the helpful filter. For every piece of content created, simply ask yourself, If I fit this customer persona, would I find this content helpful or useful? Also, great design, writing, video/image quality and strong call-toactions (CTA) are very important when developing great content.

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26 4 MEASURE AND PIVOT.

27 USE TECHNOLOGY TO YOUR ADVANTAGE How many people saw your content? Look at traffic, social shares, and brand mentions. Content engagement: How engaging is your content? Do people like it? Measure clickthrough and bounce rates, time on page, scroll depth, and social engagement (including likes and shares). Search engine optimization (SEO): How does your content affect your Google rankings? Track your rankings, keywords, and links. Content conversion: How much money did you make thanks to this campaign? Assess your leads, sales, and subscriptions.

28 HELPFUL ONLINE TOOLS Google Analytics Built-in Social Media Analytics Tools (Facebook Page Insights, YouTube Analytics, etc.) Hootsuite Buzzmo Built-in CRM Tools (HubSpot, Salesforce, etc.) Monitor User Behavior Tools (Hotjar, Kissmetrics, Heatmap.me, Clicktale, etc.) SEO/Keyword Search Tools (Google AdWords Keyword Panner, SEM Rush)

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30 REFERENCES

31 THANK YOU.