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CONTENT MARKETING:LEVERAGING YOUR BRAND MESSAGE WITH TECHNOLOGY
glynndevins.com
PRESENTING TO:
POLLHow many of you have
a content strategy in place?
Gartner predicts,
“By 2020, customers will manage 85% of their
relationship with the enterprise without interacting
with a human.”
Branding, traditional media & consumer behaviorExample: Dove’s Love Your Curls Campaign
Why should my organization care?
Source: PEW Internet & American Life Project
Challenges/Opportunities faced by today’s marketers
• Better understanding of audience
• Knowing what content is effective, and what isn’t
• Creating more variety of content
• Creating more visual content
• Finding more ways to repurpose content
• Creating engaging/higher-quality content
• Optimizing content
• Better website conversion
Source: Content Marketing Institute
The 5 crucial steps of Content Marketing
1. DEVELOP A STRATEGY
2. IDENTIFY CONTENT
3. GATHER & GENERATE CONTENT
4. ORGANIZE, PLAN,PROMOTE & ENGAGE
5. TEST & ANALYZE
The Terraces of Texas
Goal:Be known for Quality Health Care & Community Resource.
Community Needs:Fill vacant AL units.
User Persona:
Define your consumer — understand their needs.
Meet Betty Sue
Matching community needs with
customer needs will give content a
Strategic Direction
Focus your content
into relevant “buckets”
How do we cater to the audience’s needs?
What does content look like?
Different types of content
Content Discovery
Conduct interviews Distribute content
Develop
stories + ideas
Formulate
a plan
Internal Subject Matter Experts (SMEs)
Find the experts in your community
News/trends in
senior living
Dining Wellness/
fitness
Spirituality
Lifelong learning
Aging
Successfully
Overall health
Socializing
Benevolence
funds
Ideation
POLLDo you have anyone on your team
responsible for content generation?
Content Marketing Team
Co-Create with Your Audience
Senior Living Customer Journey
Organize your web content
Determine the best way
to stay in touch.
Efficiently Managing Content
Sample content
Sample content
Sample content
Sample content
Sample content
Promotional
Strategies
Content Promotion Channels
Paid media
Owned media (self-created, system-wide)
Earned media
Channel Synchronization
Content Engagement Opportunities
Content Engagement Opportunities
RepurposingThe process of transforming one type of content
into an alternative use to add value
How did your audience engage?
Opened three
emails
Followed
community’s blog and
shared a link with
siblings
Read content
on a website
Became a
Facebook fan
Attended event
for ACIs from
email invitation
Content generation can be compared to
building a fire
Continually replenish wood
(content) to keep the fire bright
(improve awareness)
Neglecting to add wood (content)
will cause the fire to diminish
(fading awareness)
Best Practices
• Know your audience
• Have a plan
• Quality over quantity
• Integrate old with new
• Focus on storytelling
• Utilize multiple platforms
• Implement metrics process
CONTENT MARKETING:LEVERAGING YOUR BRAND MESSAGE WITH TECHNOLOGY
glynndevins.com
PRESENTING TO: