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

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

“… 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

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Attract

Acquire

Branding / Awareness

Credibility / Social Selling

Customer Education

Recruitment

Sales / Cross-sell

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

fastlane.gm.com

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

fastlane.gm.com

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtu.be/vIC7Fw1rFF4

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

youtube.com/user/bankofamerica/

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Newsletters

Seminars/Webinars

White Papers

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Getting Started

Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Getting Started

Establish Your Goals

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Branding / Awareness

Credibility / Social Selling

Customer Education

Recruitment

Sales / Cross-sell

Industry News

Refinancing

Decorating & Design

Home Improvement

Home Buying

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Know Your Audience

Curated

Leveraged

Original

Product

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Choose Your Content

Curated

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

Curated

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Curated

Reputable Resources

Compliance

No Traffic

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Curated

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Curated+

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Curated+

Drives Traffic

Low Engagement

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Leveraged Original

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Leveraged Original

Readily Available

Drives Traffic

Positive Engagement

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Leveraged Purchased

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Leveraged Purchased

Readily Available

May Need Editing

Low Engagement

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Product

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Product

Supports Goals

Drives Traffic

blog.firstcountybank.com

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

Serial Newsletter

Mixed Engagement

High Effort

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

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.”

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

High Engagement

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

High Effort

www.youtube.com/user/CharlesRiverBank/

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original

Between2Hearts.com

FareCompare.com

Money Crashers

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original – Other Voices

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original – Other Voices

Educate

Gain Insight

Collaborate

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original – Other Voices

Non-Industry perspective

Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original – Other Voices

Tell Their/Your Story

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Original – Other Voices

Chewy

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Managing the Content

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Curated Product Original

Curated Leveraged

Original Product Curated

Leveraged Product

Curated Product

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Managing the Content

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

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Managing the Content

W

WIndiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Reduce Reliance

Ownership

SEO

Cross-Sell

Curated

OriginalLeveraged

Product

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content

Updated Monthly

Generated Automatically

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

visual.ly

Define YOUR Success

Don’t Drown in the Data

Track Trends Over Time

Be Prepared to Fail

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Tracking Results

Know Your Audience

Protect The Base

Quality Over Quantity

Think Like a Publisher

Content & Advertising

Measure & Evaluate

Tell a Story

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Summing It Up

Sundin Associates

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Thank you!

Kristin Sundin BrandtPresident

508.650.9668kristin@sundininc.com

Distributing the Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference

Distributing the Content

Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference