Upload
jillian-petrie
View
22
Download
0
Embed Size (px)
Citation preview
1
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
2
Who Is Grant Tilus?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Associate Inbound Marketing Manager, Collegis Education
• Content Marketing Director of MnSearch.org
• @GrantTilus
3
What’s Your Role?
Copyright Collegis Education, Inc. Proprietary and Confidential.
4
Let’s Talk About Content Marketing
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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.
5
Who’s Doing It?
Copyright Collegis Education, Inc. Proprietary and Confidential.
90% of B2C marketers are using content marketing
45% of B2C marketers have a dedicated content marketing group in their organization
6
We Have Common Goals
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
7
Type of Content We’re Creating
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 93% Social Content
• 80% Newsletters
• 78% Articles on Website
• 74% Videos
• 67% Blogs
• 45% Infographics
• 25% eBooks
• 22% Podcasts
8
That’s a Ton of Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
10
It’s Not as Easy Anymore
Copyright Collegis Education, Inc. Proprietary and Confidential.
66% Newsletters
59%58%54%
Illustrations/Photos
Social Content
Blogs
54% Videos
53% Website Articles
46% Webinars
45% Online Presentations
Marketers rated all of these as less effective than they did last year
11
The Challenges are Real
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
12
More Is Not the Answer
Copyright Collegis Education, Inc. Proprietary and Confidential.
13
Not All Content Is Created Equal
Copyright Collegis Education, Inc. Proprietary and Confidential.
• The average attention span has dropped from 12
seconds in 2000 to 8 seconds today
14
It’s Time to Evolve
Copyright Collegis Education, Inc. Proprietary and Confidential.
15
variety of content
What B2C marketers are working on right now
Content Marketing Is Changing
Copyright Collegis Education, Inc. Proprietary and Confidential.
62%creating moreengaging/higher-quality content
60% creating morevisual content
53% creating a greater
16
Time to Step Up Our Game
Copyright Collegis Education, Inc. Proprietary and Confidential.
17
It’s Time to Get Rich
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Rich Media: A form of higher-quality content that has more dynamic elements and engages the audience in a richer user experience.
18Copyright Collegis Education, Inc. Proprietary and Confidential.
http://www.nytimes.com/projects/2012/snow-fall/
19Copyright Collegis Education, Inc. Proprietary and Confidential.
20Copyright Collegis Education, Inc. Proprietary and Confidential.
21
You’re Falling Behind
3 Reasons Why You Need Rich-Media Content
23
1) Stand Out from the Crowd
Copyright Collegis Education, Inc. Proprietary and Confidential.
content
content
content
Your content
24
Why Would You Do That?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
25
We’re Built for Visual Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
26
Text Is Good to Have But…
Copyright Collegis Education, Inc. Proprietary and Confidential.
27
Good Isn’t Good Enough
Copyright Collegis Education, Inc. Proprietary and Confidential.
https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
28
Go The Extra Mile
Copyright Collegis Education, Inc. Proprietary and Confidential.
29
Try Something New
Copyright Collegis Education, Inc. Proprietary and Confidential.
30
Do Something Different
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Custom imagery• Infographics• Interactive content• Data visualizations• eBooks/Whitepapers• Video• Podcasts• And more
31
Be Remembered
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Picture superiority effect
• Visual cues improve our memory
• Brand association benefits– Personality– Style
32
Make Something Epic
Copyright Collegis Education, Inc. Proprietary and Confidential.
"If someone removed your content from the web, would anybody
miss it?" - Ann
Handley@MarketingProfs
33
Something News/Link Worthy
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Provides value• Visually appealing• Simple to use• Hot topic
34
Rich Media Is Primed for Social
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Gen Z’ers – Favor visuals– Communicate with images– Want to be engaged– Value being unique
35
Standing Out with Rich Media
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Beat the Competition
• Create Something Different
• 10x Better
• Attract Attention Online
• Bring Your Brand Along for the Ride
36
2) Build Trust and Understanding
Copyright Collegis Education, Inc. Proprietary and Confidential.
37
Are You Trustworthy?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
38
How to Create Trust
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Don’t omit the details– Facts
• Take an objective point of view
• Deliver as promised
• Be creditable– SME’s
39
In People We Trust
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Real people with real experience• Emotional connections• Showcase expertise• Insider access
40
Data Speaks for Itself
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Data removes biases• Readers trust facts• Tells the whole story• Clarifies complexity
• But…
Raw data is BORING
41Copyright Collegis Education, Inc. Proprietary and Confidential.
42
Give Them Some Control
Copyright Collegis Education, Inc. Proprietary and Confidential.
43
Give Them Some Control
Copyright Collegis Education, Inc. Proprietary and Confidential.
44
Better Communicate Your Ideas
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Use graphics to make abstract concepts concreate• Graphics help viewers process information quicker
45
Build Trust with Rich Media
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Try to never use stock images
• Showcase the people behind your brand
• Visualize important data
• Create a content experience
46
3) Create Impactful Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
“Action is the foundational key to all success.”
- Pablo Picasso
47
Is Your Content Effective?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
48
Right Action at the Right Time
Copyright Collegis Education, Inc. Proprietary and Confidential.
49
Connect in New Ways
Copyright Collegis Education, Inc. Proprietary and Confidential.
50
Support the Research Phase
Copyright Collegis Education, Inc. Proprietary and Confidential.
51
Use a New Enrollment Funnel
Copyright Collegis Education, Inc. Proprietary and Confidential.
52
Why You Need Rich Media Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
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
54
Get Leadership On Board
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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?
55
Put the Right Team Together
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Content Creators• Editors• Creative Designers• Developers• Leadership
56
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
57
Play Baseball with Your Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
76%
15%
2%8%
Singles DoublesTriples Home Runs
58
Develop a Process for Singles
Copyright Collegis Education, Inc. Proprietary and Confidential.
59
Scale for Doubles and Triples
Copyright Collegis Education, Inc. Proprietary and Confidential.
60
Scale for Doubles and Triples
Copyright Collegis Education, Inc. Proprietary and Confidential.
61
Home Runs Are Special
Copyright Collegis Education, Inc. Proprietary and Confidential.
62
Discover Your Opportunities
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Brainstorm Ideas– Usecandor.com
• Conduct Research – Audience– Competition– Keyword(s)– Topical Importance
• Brand Messaging
63
Our Idea
Copyright Collegis Education, Inc. Proprietary and Confidential.
64
Plan with a Sense of Purpose
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Persona• Primary concern• Online conversation• Phase of funnel• Appropriate CTA
65
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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
66
Research: The Topic
Copyright Collegis Education, Inc. Proprietary and Confidential.
67
Research: The Opportunity
Copyright Collegis Education, Inc. Proprietary and Confidential.
68
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
69
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
70
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
71
Produce the Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Data set from the U.S. Bureau of Labor Statistics
72
Develop the Visual Elements
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Improve upon the competitors
• Don’t hijack the creative process
• Deadlines are more like guidelines
• Balance creative with usability
• Get outside opinions
73
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
74
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
75
Prepare for Launch
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Pre-Outreach– Who’s most interested
• Paid Promotion– Social media– Amplification tools
• Continue Outreach– Bloggers
• Supporting Articles– Internal links
• Retargeting
76
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
There’s Still Time for YOU to Get Started
78
Rich Media Is an Evolution
Copyright Collegis Education, Inc. Proprietary and Confidential.
79
We Love Creating Them
Copyright Collegis Education, Inc. Proprietary and Confidential.
bit.ly/EnrollmentTrends
80
You Can Do It Too
Copyright Collegis Education, Inc. Proprietary and Confidential.
81Copyright Collegis Education, Inc. Proprietary and Confidential.
Grant Tilus
www.CollegisEducation.com
@GrantTilus
82
Sources
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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”