Smss boston2015 grant_tilus_07222015

STOP PLAYING CATCH-UP: INVEST IN RICH MEDIA

CONTENT NOW

Grant Tilus, Associate Inbound Marketing Manager, Collegis Education

CollegisEducation.com

Social Media Strategies Summit Higher Ed 2015 – #SMSsummit

Who Is Grant Tilus?

Copyright Collegis Education, Inc. Proprietary and Confidential.

• Associate Inbound Marketing Manager, Collegis Education

• Content Marketing Director of MnSearch.org

• @GrantTilus

What’s Your Role?

Let’s Talk About Content Marketing

• 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.

Who’s Doing It?

90% of B2C marketers are using content marketing

45% of B2C marketers have a dedicated content marketing group in their organization

We Have Common Goals

• Organizational Goals

– 88% Customer Retention

– 88% Engagement

– 87% Brand Awareness

– 69% Lead Generation

– 61% Lead Nurturing

• Website Metrics

– 62% Traffic

– 39% Higher Conversion Rates

– 39% SEO Ranking

– 23% Inbound Links

Type of Content We’re Creating

• 93% Social Content

• 80% Newsletters

• 78% Articles on Website

• 74% Videos

• 67% Blogs

• 45% Infographics

• 25% eBooks

• 22% Podcasts

That’s a Ton of Content

• 48% of organizations publish content daily or multiple times per week

• Over 2.7 million blog posts are published daily

9Copyright Collegis Education, Inc. Proprietary and Confidential.

It’s Starting to Pile Up

It’s Not as Easy Anymore

66% Newsletters

59%58%54%

Illustrations/Photos

Social Content

54% Videos

53% Website Articles

46% Webinars

45% Online Presentations

Marketers rated all of these as less effective than they did last year

The Challenges are Real

• 51% Measuring Content Effectiveness

• 50% Producing Engaging Content

• 46% Lack of Budget

• 44% Producing Content Consistently

• 28% Lack of Buy-In/Vision from Higher-Ups

More Is Not the Answer

Not All Content Is Created Equal

• The average attention span has dropped from 12

seconds in 2000 to 8 seconds today

It’s Time to Evolve

variety of content

What B2C marketers are working on right now

Content Marketing Is Changing

62%creating moreengaging/higher-quality content

60% creating morevisual content

53% creating a greater

Time to Step Up Our Game

It’s Time to Get Rich

• Rich Media: A form of higher-quality content that has more dynamic elements and engages the audience in a richer user experience.

http://www.nytimes.com/projects/2012/snow-fall/

You’re Falling Behind

3 Reasons Why You Need Rich-Media Content

1) Stand Out from the Crowd

content

Your content

Why Would You Do That?

• 72% of B2C marketers are producing more content than they did one year ago

• Up to 15,000 pieces of content could potentially show in your Facebook feed everyday

We’re Built for Visual Content

• Visual content is snackable & pulls people in– 94% more total views on average are attracted by content

containing compelling images

• Visual content is social media friendly– 37% increase in engagement when FB posts include images

Text Is Good to Have But…

Good Isn’t Good Enough

https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday

Go The Extra Mile

Try Something New

Do Something Different

• Custom imagery• Infographics• Interactive content• Data visualizations• eBooks/Whitepapers• Video• Podcasts• And more

Be Remembered

• Picture superiority effect

• Visual cues improve our memory

• Brand association benefits– Personality– Style

Make Something Epic

"If someone removed your content from the web, would anybody

miss it?" - Ann

Handley@MarketingProfs

Something News/Link Worthy

• Provides value• Visually appealing• Simple to use• Hot topic

Rich Media Is Primed for Social

• Gen Z’ers – Favor visuals– Communicate with images– Want to be engaged– Value being unique

Standing Out with Rich Media

• Beat the Competition

• Create Something Different

• 10x Better

• Attract Attention Online

• Bring Your Brand Along for the Ride

2) Build Trust and Understanding

Are You Trustworthy?

• 84% of millennials don't like traditional advertising nor do they trust it

• 52% of U.S. millennials said that finding brands they can trust is important to them

How to Create Trust

• Don’t omit the details– Facts

• Take an objective point of view

• Deliver as promised

• Be creditable– SME’s

In People We Trust

• Real people with real experience• Emotional connections• Showcase expertise• Insider access

Data Speaks for Itself

• Data removes biases• Readers trust facts• Tells the whole story• Clarifies complexity

• But…

Raw data is BORING

Give Them Some Control

Better Communicate Your Ideas

• Use graphics to make abstract concepts concreate• Graphics help viewers process information quicker

Build Trust with Rich Media

• Try to never use stock images

• Showcase the people behind your brand

• Visualize important data

• Create a content experience

3) Create Impactful Content

“Action is the foundational key to all success.”

- Pablo Picasso

Is Your Content Effective?

• 60%-70% of marketing content goes unused

• 62% of students and 51% of parents prefer web-based resources for learning about prospective universities

• Multimedia-based content has been shown to be

shared up to 12X more

Right Action at the Right Time

Connect in New Ways

Support the Research Phase

Use a New Enrollment Funnel

Why You Need Rich Media Content

1. Stand Out From the Crowd– It’s Only Going to Get Harder

2. Build Trust & Understanding– Use People, Data and the Control

3. Create Content with an Impact– Rethink the Traditional CTA

YOU Can Make It Happen

Get Leadership On Board

• What do you mean rich media?– Provide examples

• What does this do for our brand?– Brand awareness, reach new audiences, etc– Set expectations for results

• How is this different?– Status quo vs. the future

• What does success look like?– Tie everything back to business objectives– Timelines

• What resources do you need?– Create a low-, medium- and high-budget proposal– Who’s on the team?

Put the Right Team Together

• Content Creators• Editors• Creative Designers• Developers• Leadership

Set S.M.A.R.T. Goals

• Determine KPIs– Traffic– Social Shares– Links/PR– Direct & Assistance

Conversions– Registrations– Downloads– Etc.

• Set Benchmarks• Track Everything

Only 23% of B2C marketers say they are successfully tracking

ROI on content

Play Baseball with Your Content

Singles DoublesTriples Home Runs

Develop a Process for Singles

Scale for Doubles and Triples

Home Runs Are Special

Discover Your Opportunities

• Brainstorm Ideas– Usecandor.com

• Conduct Research – Audience– Competition– Keyword(s)– Topical Importance

• Brand Messaging

Our Idea

Plan with a Sense of Purpose

• Persona• Primary concern• Online conversation• Phase of funnel• Appropriate CTA

Career Aptitude Test

• Idea– Assist prospective students in discovery of potential career options

• Strategy– Create an evergreen top-of-funnel resource– Something useful– Better than anything else online

• Goal– Increase brand awareness– Own the conversation online

Research: The Topic

Research: The Opportunity

Research: The Competition

Produce the Content

• Data set from the U.S. Bureau of Labor Statistics

Develop the Visual Elements

• Improve upon the competitors

• Don’t hijack the creative process

• Deadlines are more like guidelines

• Balance creative with usability

• Get outside opinions

Prepare for Launch

• Pre-Outreach– Who’s most interested

• Paid Promotion– Social media– Amplification tools

• Continue Outreach– Bloggers

• Supporting Articles– Internal links

• Retargeting

There’s Still Time for YOU to Get Started

Rich Media Is an Evolution

We Love Creating Them

bit.ly/EnrollmentTrends

You Can Do It Too

Grant Tilus

Grant.Tilus@CollegisEducation.com

www.CollegisEducation.com

@GrantTilus

Sources

• Wikia, “Generation Z: A Look at the Technology and Media Habits of Today’s Teens”• Millennial Branding, “The High School Careers Study”• Unruly, “Social Ad Effectiveness”• Moz, “What Makes a Link Worthy Post - Part 1”• Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”• Social Media Examiner, “2015 Social Media Marketing Industry Report”

Smss boston2015 grant_tilus_07222015

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