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If Content is King and Conversation is Queen, Let us Introduce the 3 Princes:  

Inform, Innovate and Inspire Presented by:

Tammy Nelson, Chief Marketing Officer American Modern Insurance

Krista Winters, AVP – Creative Services American Modern Insurance

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1.  Background  on  2  case  studies:  ¢  The  Build  ¢  LivingWise  

2.  Content  is  king  3.  Conversa<on  is  queen  4.  Meet  the  3  Princes  of  content:  

¢  Inform  ¢  Innovate  ¢  Inspire  

5.  Content  ideas  and  resources  

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Engagement    •  25,000  Likes  •  95%  Men,  5%  Women  •  Monthly  reach  ~  80,000  •  People  engaged/month  ~  4500  

•  Over  100  employees  par<cipated  

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Engagement  •  Over  5000  Likes  in  6  months  •  74%  women,  26%  men  •  Monthly  reach  ~  60,000  •  People  engaged/month  ~  900  •  Over  350  employees  par<cipated  

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Conversa0on  =  engagement    

Top  3  reasons*    people  share  content:  •  Entertain  (44%)  •  Educate  (25%)  •  Reflect  their  iden<ty  (20%)  

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*Source: Marke<ngProfs

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Now introducing the 3 Princes:  

Inform Innovate Inspire

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•  Most  basic  and  important  form  of  content  marke<ng  

•  Useful  all  throughout  the  sales  funnel  

•  Customers  don’t  care  about  what  we’re  selling;  they  care  about  what  they  need  

•  Ra<onal  appeal  

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The  Build  •  Channels:  Facebook;  blog  site;  videos  and  ar<cles  

•  Content:‘How  to’from  the  ground  up  

•  Authors:  Rick  (internal  expert  host)  

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LivingWise  •  Channels:  Facebook;  blog  site;  videos  and  ar<cles  

•  Content:  It’s  all  about  choices  

•  Authors:  Shannon  (internal  expert  host)  

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•  Apply  tradi<onal  journalism  principles  –  make  it  “newsworthy”  

•  Good  for  genera<ng  links  •  Can  some<mes  be  entertaining  •  Very  shareable  •  Can  have  ra<onal  or  emo<onal  appeal  

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The  Build  •  Channels:  Facebook  contests;  Hemmings  Motor  News  

•  Content:  Finding  solu<ons  to  problems  along  the  way;  All  episodes  were  shot  by  marke<ng  employees  

•  Authors:  Employees,  Collector  car  agent  partners  

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LivingWise  •  Channels:  Wall  Street  Journal;  Trade  Media;  MyHomeWorks  

•  Content:  Latest  in  smart  home  technology;  Sustainable/green  materials;  IBHS  for<fica<on  

•  Authors:  IBHS  and  Harjord  Steam  Boiler  

 

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•  “Shared  values”  are  the  #1  reason  people  have  a  brand  rela<onship*  

•  Especially  important  at  top  end  of  sales  funnel  

•  Most  shareable  •  Emo<onal  appeal  

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*Source: https://hbr.org/2012/05/three-myths-about-customer-eng/

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The  Build  •  Channels:  Radio;  car  shows  •  Content:  Shared  content  by  hobbyists  •  Authors:  Collector  car  enthusiasts  

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LivingWise  •  Channels:  Trees4Likes  campaign  •  Content:  Tiny  Homes;  trends    •  Authors:  LivingWise  Guru,  employees  

 

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Make it actionable:  

Content Ideas Resources

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INFORM  •  Search  •  In-­‐person  events  •  Ar<cles  /  eNewslemers  •  Checklists  •  eBooks  •  Videos  •  FAQs  •  Infographics  •  Webinars  •  Blogs  

INNOVATE  •  Contests  •  Gamifica<on  •  Partnerships  •  Technology  •  White  papers  •  Research  reports  •  Surveys  •  Quizzes  •  Calculators  

INSPIRE  •  Philanthropy  •  Hobbyists  •  Company  culture  •  Peer  reviews  •  Tes<monials  •  Case  studies  •  Free  samples  •  Free  trials  •  Demos  

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�  Related  to  the  “3  Princes”  of  content  marke0ng:  �  Inform:  hmp://contentmarke<ngins<tute.com/2013/05/educa<on-­‐powerful-­‐content-­‐marke<ng-­‐strategy-­‐examples/  

�  Innovate:  hmp://contentmarke<ngins<tute.com/2015/03/content-­‐marke<ng-­‐innova<ons-­‐brands/  

�  Inspire:  hmp://www.wordtracker.com/blog/inspiring-­‐content-­‐marke<ng-­‐ideas  

�  General  content  marke0ng  resources:  �  Educa0on  and  training:  hmp://contentmarke<ngins<tute.com/  

�  Infographic:  hmp://www.adweek.com/social<mes/content-­‐marke<ng-­‐2015/614186  

�  2016  trends:  hmp://www.forbes.com/sites/johnhall/2015/10/25/10-­‐content-­‐marke<ng-­‐trends-­‐to-­‐help-­‐you-­‐budget-­‐for-­‐2016/  

�  Stats  and  Facts:  hmp://www.business2community.com/content-­‐marke<ng/34-­‐compelling-­‐content-­‐marke<ng-­‐stats-­‐and-­‐facts-­‐01258894#uD2HQ4I6JfdLTVWU.97  

�  75  examples:  hmp://contentmarke<ngins<tute.com/wp-­‐content/uploads/2015/05/75-­‐Examples_FINAL.pdf  

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Questions? Tammy Nelson

tnelson@amig.com linkedin.com/in/tammyrnelson @MarketingSpark

Krista Winters kwinters@amig.com linkedin.com/in/kristawinters @KWinters77