don't be intimidated by content marketing
TRANSCRIPT
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
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