Don't be Intimidated by Content Marketing

Don’t Be Intimidated by Content MarketingIndiana Bankers Association 2016

Kristin Sundin Brandt

Sundin Associates

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Chevrolet

Intel

Embassy Suites

Real Simple


“… a marketing technique of creating and distributing

valuable, relevant and consistent content to attract and acquire a

clearly defined audience – with the objective of driving

profitable customer action.”

What is Content Marketing? The Content Marketing Institute


Attract

Acquire

Branding / Awareness

Credibility / Social Selling

Customer Education

Recruitment

Sales / Cross-sell



fastlane.gm.com



fastlane.gm.com




youtu.be/vIC7Fw1rFF4















youtube.com/user/bankofamerica/



Newsletters

Seminars/Webinars

White Papers


Getting Started

Content


Getting Started

Establish Your Goals


Branding / Awareness

Credibility / Social Selling

Customer Education

Recruitment

Sales / Cross-sell

Industry News

Refinancing

Decorating & Design

Home Improvement

Home Buying


Know Your Audience

Curated

Leveraged

Original

Product


Choose Your Content

Curated

Don’t be intimated by content marketing Sundin AssociatesIndiana Bankers Association

Curated


Curated

Reputable Resources

Compliance

No Traffic


Curated


Curated+


Curated+

Drives Traffic

Low Engagement


Leveraged Original


Leveraged Original

Readily Available

Drives Traffic

Positive Engagement


Leveraged Purchased


Leveraged Purchased

Readily Available

May Need Editing

Low Engagement


Product


Product

Supports Goals

Drives Traffic

blog.firstcountybank.com


Original


Original


Original

Serial Newsletter

Mixed Engagement

High Effort


Original

alterrabank.wordpress.com

“My first few posts were dry, hard to write and not very interesting, even to me. Then I had a breakthrough. I wrote about my passion for Bruce Springsteen. Very personal, very “non-banky.”

The response was overwhelmingly positive.”


Original


Original

High Engagement


Original

High Effort

www.youtube.com/user/CharlesRiverBank/


Original


Original

Between2Hearts.com

FareCompare.com

Money Crashers


Original – Other Voices



Educate

Gain Insight

Collaborate



Non-Industry perspective

Content



Tell Their/Your Story



Chewy


Managing the Content

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Curated Product Original

Curated Leveraged

Original Product Curated

Leveraged Product

Curated Product



Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Privacy (FTC)

Affordable Mortgage

Should you refinance?

Spring update ideas

(HGTV)Sponsorship

Credit, debit or prepaid? Credit Cards

Credit card payoff

(Money)

CommunityEvent

Checking choices

Mobile security tips

(FDIC)

Affordable mortgage

Plan Resources

Schedule

Compliance

Think like a magazine editor



W

WIndiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content






Reduce Reliance

Ownership

SEO

Cross-Sell

Curated

OriginalLeveraged

Product





Updated Monthly

Generated Automatically


Tracking Results


Tracking Results


Tracking Results


Tracking Results


Tracking Results


Tracking Results

visual.ly

Define YOUR Success

Don’t Drown in the Data

Track Trends Over Time

Be Prepared to Fail


Tracking Results

Know Your Audience

Protect The Base

Quality Over Quantity

Think Like a Publisher

Content & Advertising

Measure & Evaluate

Tell a Story


Summing It Up

Sundin Associates


Thank you!

Kristin Sundin BrandtPresident

[email protected]





