8 steps to build trust with content
TRANSCRIPT
8 Steps to Build Trust with ContentBuilding A Selling Relationship
Steve Moran
Steve Moran is a nationally known and sometimes controversial writer and speaker in the senior living industry.
. . .If you have a chance to hear him speak, be sure and ask him why he is wearing those crazy Chuck Taylor Sneakers.
Ashley Nicol
Ashley Nicol has been working in the software industry for the past ten years with a more recent focus on digital marketing. Ashley oversees the Senior Living Client Success Managers at G5 and is responsible for the strategic direction, growth, and retention of G5’s install base.
Agenda
1. Why Content Marketing2. Content Creation3. Content Distribution4. Call to Action
Why Content Marketing
It’s All About The Relationship
“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.” From Content Marketing Institute
Website.
A Firehose of Information - Don’t Despair
Some Statistics
● Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads
● More than half of marketers don't know how to produce engaging content
● Content marketing drives higher conversion rates● Marketers who prioritize blogging are 13x more likely to
achieve a positive ROI on their efforts.
Not The Whole Ball of Wax
What Content Marketing Won’t Do For You:
● Be the only follow-up communication
● Close the sale● Get people to walk in the
door (with rare exceptions)
Digital Marketing - Better Together
A great content marketing strategy will help augment your:
● SEO● Website● Brand Awareness● Online Reputation● Recruitment Efforts● Paid Advertising
Creating Content
1. Rules for Content
A. Don’t make the content about youB. Don’t be boringC. Don’t tell people what they already knowD. EntertainE. Answer their most important questionsF. What would I like to read about?G. Don’t be boring
2. Answer The Most Important Questions
1. What do I do about mom or dad?2. Do they need senior living?3. How do I figure out the right senior living option?4. How do I know mom or dad will be happy in your
community?5. Can we afford it?
3. Types of Content
● Social Media Content● Case Studies ● Blogs ● eNewsletters ● In-Person Events
● Website Articles ● Videos ● Illustrations / Photos ● White Papers ● Infographics
4. Have a Plan
● What kinds of content can you reasonably create?● What is a reasonable frequency? ● Who is going to be responsible for that content?● What resources do you have to draw on? ● Simple is important● 100% commitment
5. Where To Publish Your Content
● Email● Snail Mail● Events● Blogs● Facebook● Your Site
● Facebook● Pinterest● Twitter● Youtube● Podcasts
Not piece of content is for everyone - but everyone will see it.
6. Frequency
● Realistic time frame● Frequency will depend on the distribution channel● It’s all about expectations
7. Reuse of Content● Refresh old content and
republish it. ● Piggyback on a content piece
that worked well● Turn it into a series of tweets● Create a meme from the content● Record a podcast from a content
● Create a presentation - Slideshare
● Build an infographic● Create an ebook● Write some guest posts
7. Effective Calls-to-Action
8. Evaluate and Reevaluate Ruthlessly
1. What worked?2. Why did it work?3. How can I do more of that?4. What didn’t work?5. Can I tweak it?6. Do I need to scrap it?7. What should I replace it with?
Performance Metrics
The Last Word
Questions Comments
