stone ward digital swagger 2014: content marketing

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High Quality Content Serves Two Purposes

Attracts your readers and viewers and keeps them engaged.

!

Helps your site rank well in search engines. #SWagger14

@stoneward

Common Content Marketing Goals

Awareness!!

Thought Leadership!!

Increase Number of Qualified Leads!!

Improving Conversion Rates!!

Lower Cost of Customer Acquisition!!

Enhance Customer Service!!

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Digital Swagger

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The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

Digital Swagger

#SWagger14 @stoneward

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

What is Content Marketing?

Content marketing is placing yourself in the path of your customers and potential customers

without selling.

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What is Content Marketing?

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Being:HELPFUL

INTERESTING SURPRISING DELIGHTFUL ENGAGING

TIMELY RELEVANT

without pushing products and services.

What is Content Marketing?

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Becoming known as a resource that people want to tap into again and again.

and again and again and again.

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Content marketing costs 62% less than other traditional marketing initiatives,

while it generates about three times as many leads.

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“What plagues CMOs the most is the ability to create sustainable and engaging

customer relationships while improving customer experience.”

Digital Swagger

#SWagger14 @stoneward

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

The Hub

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Lindsey Ingram, Content Manager

Kyle Floyd, Digital Creative Director

WHAT IS A CONTENT HUB?

“If people like you, they’ll listen to you. But if they trust you, they’ll

do business with you.” #SWagger14 @stoneward

– Zig Ziglar

their interests

your expertise

good content

How do you create a Content Hub?

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Know your audience.

condoguide.drgmpls.com

Service Industry

Stand-Alone Site

How do you create a Content Hub?

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Focus your topic. !

keeponamazing.com

Service Industry

Stand-Alone Site

How do you create a Content Hub?

#SWagger14 @stoneward

Organize your structure. !

bridgestonetire.com/tread-and-trend

Consumer Product

Incorporated in Main Site

bridgestonetire.com/tread-and-trend

Consumer Product

Incorporated in Main Site

How do you create a Content Hub?

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Encourage discovery & engagement.

!

coca-colacompany.com

Consumer Product

Incorporated in Main Site

Key Takeaways

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• Build trust by knowing who you're talking to and how to talk to them

• Centralize focus & be the expert, not the Jack-of-All-Trades

• Make it easy to find, share and participate with your brand

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THE HUB IS YOUR HOME BASE. !

IT IS THE HEART OF YOUR CONTENT MARKETING.

Digital Swagger

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The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

The Content

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Katy Bartlett, 360 Filmworks Writer/Producer

Dana Dussing Berry, Senior PR Manager

Created & Published with a Particular Audience

in Mind

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Visual !

Auditory !

Written

Visual

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Video !

Photos !

Illustrations !

Charts/Graphics !

Presentations

VIDEO

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Video is here to stay. It’s shareable and engaging.

VISUAL CONTENT

VIDEO

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A picture is worth a thousand words.

VISUAL CONTENT

VIDEO

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More than 1 billion unique visitors visit YouTube each month.

VISUAL CONTENT

VIDEO

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Easy to upload Easy to share

Viewable on all devices Easy to digest

Engaging Entertaining

VISUAL CONTENT

VIDEO

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Optimize Your Video For Mobile Viewing

VISUAL CONTENT

VIDEO

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Optimize Your Video For Sharing

VISUAL CONTENT

VIDEO

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So, you want a viral video? That’s Easy!

VISUAL CONTENT

VIDEO

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How many eyeballs does it take to classify a video as viral? 20,000.

VISUAL CONTENT

VIDEO

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Do it yourself? or

Hire a quality production company?

VISUAL CONTENT

VIDEO

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Watch and Learn !

Vimeo Video School and No Film School

VISUAL CONTENT

VIDEO

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Make it mobile friendly. Make it shareable. Make it emotional.

VISUAL CONTENT

VIDEO

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Create a strong enough emotion or reaction from a group of people that they feel compelled to

share it with others and that is success.

VISUAL CONTENT

Auditory

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Video !

Podcasts !

Music !

Interviews

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AUDITORY CONTENT

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AUDITORY CONTENT

Written

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Blogs !

Q&A !

How To !

Testimonials !

Avoid TLDR

What gets shared?

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!

• Tech news, humor and entertainment content. • Travel, business, food content is less likely to go viral • Facebook: short time lapse between share and click back. • Tumblr, Google+ and blogging: longer time lapse between

share and click back. • Reddit, Tumblr, Twitter provide the most click backs per

share.

WRITTEN CONTENT

Brand Journalism

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Research, storytelling and reporting for a non-media company, in that company’s line of business, with the

goal of tough leadership.

WRITTEN CONTENT

Brand Journalism

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1. Advertisers have become publishers. 2. Brands are using journalism hubs to share news

and images to connect with consumers in a "high trust" presence.

3. Digital allows for words, pictures, audio, video; you're not limited when it's online.

WRITTEN CONTENT

#SWagger14 @stoneward

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Digital Swagger

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The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

Distribution

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Debra Reid, Director of Media Services

Amy Blake, Community Manager

Dana Dussing Berry, Senior PR Manager

Distribute

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For every one hour spent creating content, spend four hours figuring out how to distribute it.

Distribution Channels

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Paid Media

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Paid media is most valuable for building awareness among consumers about a product,

service, or promotion.

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Banner Advertising !

Search Advertising !

Native Advertising !

Sponsored Social Posts

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Search Advertising

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Native Advertising

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Native Advertising: MINI on Buzzfeed

• Marketing campaign slogan: “Not Normal” • Engage audience around the campaign and broaden awareness. • Enhance perception of MINI as a fun brand. • “Not Normal” topics ranging from environmental phenomena

to interesting competitions and bold fashion statements. • 1 million engagements, 2/3 of which resulted from social

sharing.

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Sponsored Posts Advertising

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Facebook Sponsored Posts

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Twitter Sponsored Posts

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Paid and social content can work together to create a “virtuous cycle” that builds engaged

audiences who interact with content and influence their friends to do the same.

Owned Media

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Social media is a horizontal layer that touches every part of your business: customer service to

acquisition to retention.

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Social Media

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Blog Facebook Twitter

Instagram Pinterest Snapchat YouTube Google+ Tumblr Reddit

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The Benefits of Social: !

Word-of-mouth referrals/shares. !

Search engine optimization. !

Learning from your audience through conversation. !

Demonstrating brand personality.

Social Headlines

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Highly relevant to audience. Answers the question “what is in it for me?”

Powerful, timely hook. Evokes an image or emotional responses.

Loaded with proof elements.

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Brand Journalism

You can't be effective as an online brand journalist, unless you're online, a lot.

#SWagger14 @stoneward

Auditing sites that tell me what the media is doing.

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#SWagger14 @stoneward

You can't be effective as an online brand journalist, unless you're online, a lot.

#SWagger14 @stoneward

Auditing personal feeds, posts of journalists that we've targeted

on behalf of our clients.

#SWagger14 @stoneward

You can't be effective as an online brand journalist, unless you're online, a lot.

#SWagger14 @stoneward

Engaging on a personal level with the journalists online and in person when possible and respond to journalists.

#SWagger14 @stoneward

You have to be so familiar with the story you're telling, you could do so in 140 characters.

#SWagger14 @stoneward

#SWagger14 @stoneward

You also have to know well the channels available to you and how to work them - the grit and the glitz.

#SWagger14 @stoneward

8/28/2014 Who Really Benefits When Franchise Professionals Come Together? | Sport Clips Media

http://www.sportclipsmedia.com/?p=685 1/2

Sport Clips Media

HomeAboutPress ReleasesMedia Kit

Who Really Benefits When FranchiseProfessionals Come Together?You are here: Home » National » Who Really Benefits When Franchise Professionals ComeTogether?

Posted on February 18, 2014

Special to SportClipsMedia.com from Dave Wells, Director of Franchising for Sport Clips Haircuts

Franchising is one of the few industries where competing brands frequently come together to network,share best practices and learn from each other. I can tell you first hand that UPS and FedEx employeesdon’t generally exchange pleasantries over dinner and you definitely don’t see Coke and Pepsi executivescollaborating on strategies on how to capture market share. Yet, it’s not uncommon to see theseactivities occurring between competing franchised brands on a semi-­regular basis.

This month thousands of franchise industry executives will descend upon New Orleans for theInternational Franchise Association’s Annual Convention and to take advantage of one of the bestopportunities to improve what we do and how we do it. Representing a franchisor, I look to gain criticalinsights from the best of the best and find ways to increase our success. If I walk away with one or twonuggets of information that help make our processes and organization better, I consider it a win.

However, much like the win-­win partnership that must be established in any successful franchisee-­franchisor relationship, it is critical that these gatherings also produce a win-­win outcome;; again,providing benefit to both franchisee and franchisor. With break-­out sessions on topics like improvingsystem communication, boosting unit economics, gaining and retaining customers, and creating brandevangelists, it’s clear that franchisees stand to gain just as much, if not more, if and when theirfranchisors successfully implement the ideas that were garnered.

For all involved, the first step is recognizing that Franchising is dynamic and not static. We need toembrace change and be open to new ideas if we are going to provide best-­in-­class service to ourfranchisees. This event will bring together those that have the same challenges, aspirations and potentialsolutions. As we share ideas on how to drive improvement, we have the ability to achieve a globalupgrade of franchising as we all collaborate to get better. This, in-­turn, translates into betteropportunities for those looking to make franchise ownership a part of their lifestyle.

At Sport Clips, we are putting together our target list of who we want to learn from, and will certainly beprepared to help those that feel our experience could be of value to them. At the same time we look to

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8/28/2014 How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as do the franchisors who attend? | OPEN Forum

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Dana Dussing Berry, Margaret Allee & 1 other found this helpful Mark as helpful

Reply to Dave Wells

Dave WellsDirector of Franchising, Sport Clips Haircuts

ADVICE

How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as dothe franchisors who attend?

Who Really Benefits When Franchise Professionals Come Together?Franchising is one of the few industries where competing brands frequently come together to network, sharebest practices and learn from each other. I can tell you first hand that UPS and FedEx employees don'tgenerally exchange pleasantries over dinner and you definitely don't see Coke and Pepsi executivescollaborating on...

sportclipsmedia.com

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MY ACCOUNT CARDS TRAVEL REWARDS BUSINESS

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Create a personal "brand" as a thought leader, trusted journalist.

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Show gratitude in a very public way.

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Digital Swagger

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The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

Measurement

“Digital marketing and analytical thinking are the most sought after specialized skills within the

marketing function.”

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What is working? !

Where should you spend your time? !

Can you use the data gathered for predictive analysis?

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shareslikes

visits

time spent on siteviews

clicks

impressions

pages

opens

forwards

retweets comments

sign-ups

joins

conversions

engagements

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DATA

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If you don’t measure it, did it happen?

Budgeting

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Quality over quantity. And quality takes time. Don’t put it out there unless it is good.

Your reputation is at stake.