Embed Size (px)
Citation preview
Dare to be Fascinating!
The Art of Content Marketing
Debra Sheridan, President
IVY Marketing Group, Inc.
630.790.2531
www.ivymarketing.com
LSN, May 2, Navy Pier, 114B
IVY marketing group
__________________
1990
senior housing
and services
full service
marketing &
pr
content marketing is about
creating relationships & referrals
senior housing is built on relationships and referrals
inbound marketing
content marketing
is inbound marketing,
outbound marketing
and so much more.
content marketing
content marketing
• audience• content
audit
• mapping content • editorial
• calendar
audience
content audit
audit
type
date
topicleads
persona
identify your buying cycle
awareness
research/education
comparison/validation
purchase
map your content
awareness
research
comparison
purchase
referral/retention
editorial calendar
design a calendar spreadsheet
align with marketing goals
fill in dates with tasks
note the SEO keywords,
call to action, other goals
seasonal hooks
repurpose
tabs
content marketing’s channels
13
Website
seo
publicitysocial media
w of m
mobile
qr readers newsletters
blogs and posts
website
Finding intriguing topics
compelling content
•webinars
•white papers
•research studies
•videos
•podcasts
•e-books
follow the news
monitor social conversations
recruit a team of content creators
keep a content backlog
& style bank
repurpose content
take your video care everywhere
write annual and “best-of” features
conduct original research
repurpose other
look beyond senior housing and services
keep a list of evergreen content
words
Lively
• Action and animation
• Verbs rather than adjectives
SEO
• Keywords
• Long tails
Source
• Links
• Support
seo(search engine
optimization)
“a set of methodologies that
make it easier for search
engines to find, index,
categorize & rank website
content”
keywords
on-page seo
off-page seo
keywords
on-page seo
using keywords
phrases in copy
off-page seo
link building
accessories
photos
videos
links
calls to action
limited time
elements of
calls to action
valuable
action-oriented
easy to use
prominent
landing pages
measurement
metrics
google analytics
winning strategy
analyze results
questions
Dare to be Fascinating!
The Art of Content Marketing
Debra Sheridan, President
IVY Marketing Group, Inc.
630.790.2531
877.IVY.MKTG toll free
www.ivymarketing.com
