This webinar will start at 14:30

Transcription

1 This webinar will start at 14:30 The ABC of Content Marketing (for Insurance Brokers) Maria Ketteringham Broker Marketing Manager, Aviva Justin Deaville Managing Director, Receptional 7th Sept 2017

2 Agenda A Why content matters B Planning your content C Four free ideas D Measuring Success Promote, promote, promote E Measure Measuring and Success improve

3 A. Why content matters

4 Content attracts new visitors

5 Content engages your audience 33K Facebook likes 4,000 social shares

6 Content demonstrates your expertise

7 Content generates new business Call-to-action

8 Poll: Why is content important to you?

9 B. Planning your

10 1. Articles / landing pages

11 2. Infographics 90% of information transmitted to the brain is visual

12 3. ebooks Downloadable content allows you to capture visitors contact details

13 4. Surveys Generate original data Multiple content possibilities (infographics, articles, press releases)

14 5. Videos & Animations Social video generates 1,200% more shares than text and images combined

15

16 Social PR Paid ads Content Marketing Channels Blog Lead Gen Landing Pages

17 Social PR Paid ads Editorial Calendar Blog Lead Gen Landing Pages

18 Your editorial calendar Month Format Title Author Deadline Objective Nov Article 5 easy ways to cut your business monthly bills Keyword links Infographic 7 insurance failures that could bankrupt your business Keyword links Oct ebook 10 proven ways to cut your insurance premiums signups Sept Survey/PR Survey on business insurance Social shares

19 What questions are your audience asking?

20 Search Console Identify the keywords that caused your site to appear in Google s results

21 Using Search Console Look for keywords that generate impressions but where your site doesn t have highly relevant content

22 Using Search Console Apply date range to furthest back possible Filter by question word (how, why, what, where and when)

23 Google Keyword Planner Identify relevant keywords Free to use Google account required

24 Using Keyword Planner Use terms relevant to your product or service

25 Using Keyword Planner Export data to generate a full list

26 Determining Your Keywords Keyword Monthly Searches how much is public liability insurance 720 how much is business insurance 170 how much does public liability insurance cost 110 how much is liability insurance 90 how much does business insurance cost 50 how much is general liability insurance 10 how much is small business insurance 10 how much does business liability insurance cost 10 how much is commercial insurance 10 how much is commercial auto insurance 10 Suggested content: 1. Business insurance calculator widget Or 2. An article

27 Any questions?

28 C. Four free ideas

29 1. Run a survey What are the most expensive assets your business might need to replace? Determine the theory you want to test (based on your keywords, feedback) What headline do you want to create? Decide your target audience SMEs, consumers Select your audience size Use Google surveys (or similar)

30 Tips: Writing Your Questions Do Include screening questions Screen/test your survey Use closed and open-ended questions Keep your questions simple Limit the number of questions (10 max) Don t Have too many responses for multiple choice questions Use unfamiliar terminology Use leading questions Write double-barrelled questions Ask too few people (100+)

31 Analysing Survey Data Remember: Look for themes and correlations Pick out headline figures Segmenting data can help you produce multiple pieces of content

32 Tips: Press Releases Do Highlight key figures Write a catchy headline Use bullet points to break up large blocks of text Include an about and survey methodology section Research relevant publications Contact details for press to find out more and a photo, e.g. headshot of the MD Don t Include all the data Make the press release too long (800 words max) Publish without checking Manipulate your figures Try to directly sell your product/service

33 Further opportunities for your data Blog posts and articles (own site) Guest posting (on other sites) campaigns PR Infographics White papers Social media Webinar Video interview

34 Example: Liberis survey We polled 500 consumers on their attitudes towards small businesses

35 Promoted via press release Promoted a press release to business and finance publications Generated brand awareness links

36 Again via infographic Summarised key findings from the data

37 And again though guest posting Built links to improve Google rankings (SEO)

38 2. Publish an ebook 6 proven tips for reducing your insurance premiums Six pages (large font, plenty of graphics) Use it to capture visitors addresses

39 Planning your ebook 1. Plan the structure and write a synopsis 2. Get everyone s agreement 3. Write the content (or get it written) 4. Review, edit and refine 5. Design and layout 6. Proof-read, then publish.

40 Create your landing page

41 3. Write for your blog 5 easy ways to cut your monthly bills and pay more into your pension The headline (and first paragraph) - the key to a successful blog post Create your own imagery (

42 5 types of headlines (with examples) 1. Numbered lists The 7 Habits of Highly Effective People 2. The promise of multimedia Infographic: The End of the Computer as We Know It 3. Warnings and cautions The Top 10 Mistakes made by Small Business Owners 4. What s new Google Now Reaches 2 Billion People Per Month [STATS] 5. How to... How to Cure a Sore Throat Almost Instantly

43 4. Create an infographic Infographic: How Failing to Insure Your Business Could Lead to Bankruptcy 1. Ask: is an infographic the most appropriate format? 2. Plan and agree the exact content before starting any design work 3. Numbered lists work well

44 D. Promote, promote, promote

45 A challenge shared Source: You (Aviva webinar survey)

46 Creation vs Promotion Content Creation Content Promotion

47 Receptional s Contacts & Relationships Database of 72,000 journalists and bloggers

48 Who to target? Existing contacts LinkedIn CRM Journalists / trade press Bloggers Money-saving bloggers Business bloggers Family, health, property, lifestyle, etc.

49 Segment your targets with individualised messages Test your subject lines Include a clear call-to-action to increase conversions

50 Social Media Choose the channels that are best for you Reuse imagery Build lists of key influencers Use sponsored posts sparingly

51 E. Measure and improve

52 What should you measure? 1. Profit 2. Enquiries and sales (by channel) 3. Traffic (by channel) 4. Conversion rates 5. Quantity and quality of links (Majestic) 6. Rankings for your target keywords

53 Majestic.com

54 Referral Traffic Acquisition > All Traffic > Referrals

55 Social Media Sharing Acquisition > Social > Conversions

56 Poll: When it comes to content marketing on social media, which platform works best for you? 1 2 3

57 Justin Deaville Managing Director E: T: Any Questions?