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Content marketing is exploding, and major brands like General Mills, Dove, Charbroil and many more are leading the way. What are their approaches with stories, photos, videos, and other content that are getting results and what are the lessons for association executives? In this presentation from ASAE's Great Ideas 2014 Conference, participants were shown content examples from major brands with discussion that focused on what works in connecting the audience to a brand and how brands are effectively associating themselves with stories and concepts.
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From Soap to Hobbits: Content Marketing Lessons for Associations from Major Brands
Tues, March 119 AMHashtag: #ideas14 LD5
Jay Daughtry (@ChatterBachs) Frank Fortin (@FrankFortin)
Kim Howard (@KimHowardDC) Ray van Hilst (@RvanHilst)
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“The balance has shifted. If you’re the buyer
and you’ve got as much information as the
seller… you’re no longer the only one who
needs to be on notice. In a world of
information parity, the new guiding principle is
caveat venditor – seller beware.”
Daniel PinkTo Sell Is Human
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Individuals are now in control of when
and how they interact (and buy)
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Content Marketing is an umbrella
term encompassing all marketing formats that involve the
creation and sharing of content in order to attract, acquire
and engage clearly defined and understood current and
potential consumer bases with the objective of driving
profitable customer action.
Content marketing subscribes to the notion that delivering
information to prospects and customers drives profitable
consumer action. Content marketing has benefits in terms
of retaining reader attention and improving brand loyalty.
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Content MarketingExamples
• White Papers• Infographics• Webinars• Emails• Fact Sheets• Blogs• Video• Micro Video (Vine,Instagram, etc.)• Social Media (Twitter, Facebook, etc.)
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Content Marketing in 2014
• 92% of marketers plan to use content marketing
• Spending is increasing
• http://www.marketingprofs.com/charts/2013/11759/2014-b2b-content-marketing-benchmarks-budgets-and-trends
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Content Marketing in 2014• Staffing for Content Marketing (Director of
Content)• Content quality will grow
– Hummingbird– Celebrity creators
• http://hub.uberflip.com/h/i/2470284-infographic-content-marketing-trends-for-2014• http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/• https://econsultancy.com/blog/63847-2014-the-year-content-marketing-finally-grows-up
• Google+ and Slideshare will be essential
• Content curation will be more important
• Conversion, not engagement• Native advertising
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Dove Real Beauty Sketches
View Online: http://www.youtube.com/watch?v=XpaOjMXyJGk
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Wheaties and Blippar
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The Kingsmen and the Green Giant
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Motorola Solutions- HC1
View Online: http://www.youtube.com/watch?v=sf5zxX1I05g
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View Online: http://www.pinterest.com/motosolutions/hc1-headset-computer/
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Air New Zealand Hobbit Safety Briefing
View Online: http://youtu.be/cBlRbrB_Gnc
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Charbroil
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Take Aways
• You don’t need an army to get it done• Content possibilities are everywhere• Stoke the common interest … dare I say passion?• Video, video, video• Different channels, different purposes
– Awareness– Email acquisition– Sell tickets, sponsorships, and stuff
• Experiment … and be ready to move on
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Content Marketing for Associations
• Industry News• Press Releases• Magazine Articles• Videos• Education• Blogs• Newsletters• Microsites
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Get Started
• Content Audit– What do you have?– Where is it?
• Identify your channels– Where should it go?
• Institutionalize– Get everyone on board– Adopt the Manifesto
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Content Marketer’s Manifesto(Top 5)#1 – I am a Marketer
– If you are creating content – even editorial – you are engaged in marketing
#2 – I hold the hottest tool for retention – Content– Relevant content is the best way to create value
#3 – My content is aligned with the organization’s goals
– I create content that achieves my organization’s goals
#4 – I am in the influencing behavior game– My purpose is to provide value through content to influence and drive
behavior
#5 – I have an ongoing dialogue– Content topics are driven by ongoing discussion and listening to their
needs.
http://bussolati.com/manifesto/
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Content Pyramid
Social Media
Blog Posts
News Articles
Features
Evergreen ContentFormal
Informal Right Now
3 Years from Now
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Our “Clients”
• American Telemedicine Association– Driving attendance to annual meeting
• The ESOP Association– Leveraging a successful affinity program to drive
member engagement and recruit non-member ESOP companies
• NAIOP (National Association of Industrial and Office Properties)
– Drive traffic and use of the organization’s industry related library of articles, presentations and videos. Secondary goal of getting people to submit articles.
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Let’s Practice!!
• On your table– Volunteer organization– Brief bio or background– Business problem or strategic goal
• Your Task– Develop a content marketing plan that
addresses that need– What is the story you’ll tell?– How will you use all channels?– What defines success?– How will you measure it?
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Contact Us
Jay DaughtryRelationship Development
[email protected]@ChatterBachs
Frank FortinChief Digital Strategist and
Communications DirectorMassachusetts Medical [email protected]@FrankFortin
Kim HowardPublisher and Director of SurveysAssociation of Corporate [email protected]@KimHowardDC
Ray van HilstDirector of Client Strategy and
MarketingVanguard [email protected]@RvanHilst