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STOP PLAYING CATCH-UP: INVEST IN RICH MEDIA
CONTENT NOW
Grant Tilus, Associate Inbound Marketing Manager, Collegis Education
CollegisEducation.com
Social Media Strategies Summit Higher Ed 2015 – #SMSsummit
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Who Is Grant Tilus?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Associate Inbound Marketing Manager, Collegis Education
• Content Marketing Director of MnSearch.org
• @GrantTilus
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What’s Your Role?
Copyright Collegis Education, Inc. Proprietary and Confidential.
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Let’s Talk About Content Marketing
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 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.
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Who’s Doing It?
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90% of B2C marketers are using content marketing
45% of B2C marketers have a dedicated content marketing group in their organization
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We Have Common Goals
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• Organizational Goals
– 88% Customer Retention
– 88% Engagement
– 87% Brand Awareness
– 69% Lead Generation
– 61% Lead Nurturing
• Website Metrics
– 62% Traffic
– 39% Higher Conversion Rates
– 39% SEO Ranking
– 23% Inbound Links
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Type of Content We’re Creating
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• 93% Social Content
• 80% Newsletters
• 78% Articles on Website
• 74% Videos
• 67% Blogs
• 45% Infographics
• 25% eBooks
• 22% Podcasts
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That’s a Ton of Content
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• 48% of organizations publish content daily or multiple times per week
• Over 2.7 million blog posts are published daily
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9Copyright Collegis Education, Inc. Proprietary and Confidential.
It’s Starting to Pile Up
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It’s Not as Easy Anymore
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66% Newsletters
59%58%54%
Illustrations/Photos
Social Content
Blogs
54% Videos
53% Website Articles
46% Webinars
45% Online Presentations
Marketers rated all of these as less effective than they did last year
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The Challenges are Real
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• 51% Measuring Content Effectiveness
• 50% Producing Engaging Content
• 46% Lack of Budget
• 44% Producing Content Consistently
• 28% Lack of Buy-In/Vision from Higher-Ups
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More Is Not the Answer
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Not All Content Is Created Equal
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• The average attention span has dropped from 12
seconds in 2000 to 8 seconds today
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It’s Time to Evolve
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variety of content
What B2C marketers are working on right now
Content Marketing Is Changing
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62%creating moreengaging/higher-quality content
60% creating morevisual content
53% creating a greater
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Time to Step Up Our Game
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It’s Time to Get Rich
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• Rich Media: A form of higher-quality content that has more dynamic elements and engages the audience in a richer user experience.
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18Copyright Collegis Education, Inc. Proprietary and Confidential.
http://www.nytimes.com/projects/2012/snow-fall/
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19Copyright Collegis Education, Inc. Proprietary and Confidential.
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20Copyright Collegis Education, Inc. Proprietary and Confidential.
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You’re Falling Behind
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3 Reasons Why You Need Rich-Media Content
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1) Stand Out from the Crowd
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content
content
content
Your content
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Why Would You Do That?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 72% of B2C marketers are producing more content than they did one year ago
• Up to 15,000 pieces of content could potentially show in your Facebook feed everyday
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We’re Built for Visual Content
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• Visual content is snackable & pulls people in– 94% more total views on average are attracted by content
containing compelling images
• Visual content is social media friendly– 37% increase in engagement when FB posts include images
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Text Is Good to Have But…
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Good Isn’t Good Enough
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https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
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Go The Extra Mile
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Try Something New
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Do Something Different
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• Custom imagery• Infographics• Interactive content• Data visualizations• eBooks/Whitepapers• Video• Podcasts• And more
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Be Remembered
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• Picture superiority effect
• Visual cues improve our memory
• Brand association benefits– Personality– Style
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Make Something Epic
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"If someone removed your content from the web, would anybody
miss it?" - Ann
Handley@MarketingProfs
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Something News/Link Worthy
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• Provides value• Visually appealing• Simple to use• Hot topic
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Rich Media Is Primed for Social
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• Gen Z’ers – Favor visuals– Communicate with images– Want to be engaged– Value being unique
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Standing Out with Rich Media
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• Beat the Competition
• Create Something Different
• 10x Better
• Attract Attention Online
• Bring Your Brand Along for the Ride
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2) Build Trust and Understanding
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Are You Trustworthy?
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• 84% of millennials don't like traditional advertising nor do they trust it
• 52% of U.S. millennials said that finding brands they can trust is important to them
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How to Create Trust
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• Don’t omit the details– Facts
• Take an objective point of view
• Deliver as promised
• Be creditable– SME’s
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In People We Trust
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• Real people with real experience• Emotional connections• Showcase expertise• Insider access
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Data Speaks for Itself
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• Data removes biases• Readers trust facts• Tells the whole story• Clarifies complexity
• But…
Raw data is BORING
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41Copyright Collegis Education, Inc. Proprietary and Confidential.
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Give Them Some Control
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Give Them Some Control
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Better Communicate Your Ideas
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• Use graphics to make abstract concepts concreate• Graphics help viewers process information quicker
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Build Trust with Rich Media
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• Try to never use stock images
• Showcase the people behind your brand
• Visualize important data
• Create a content experience
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3) Create Impactful Content
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“Action is the foundational key to all success.”
- Pablo Picasso
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Is Your Content Effective?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 60%-70% of marketing content goes unused
• 62% of students and 51% of parents prefer web-based resources for learning about prospective universities
• Multimedia-based content has been shown to be
shared up to 12X more
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Right Action at the Right Time
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Connect in New Ways
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Support the Research Phase
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Use a New Enrollment Funnel
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Why You Need Rich Media Content
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1. Stand Out From the Crowd– It’s Only Going to Get Harder
2. Build Trust & Understanding– Use People, Data and the Control
3. Create Content with an Impact– Rethink the Traditional CTA
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YOU Can Make It Happen
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Get Leadership On Board
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• What do you mean rich media?– Provide examples
• What does this do for our brand?– Brand awareness, reach new audiences, etc– Set expectations for results
• How is this different?– Status quo vs. the future
• What does success look like?– Tie everything back to business objectives– Timelines
• What resources do you need?– Create a low-, medium- and high-budget proposal– Who’s on the team?
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Put the Right Team Together
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• Content Creators• Editors• Creative Designers• Developers• Leadership
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Set S.M.A.R.T. Goals
• Determine KPIs– Traffic– Social Shares– Links/PR– Direct & Assistance
Conversions– Registrations– Downloads– Etc.
• Set Benchmarks• Track Everything
Only 23% of B2C marketers say they are successfully tracking
ROI on content
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Play Baseball with Your Content
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76%
15%
2%8%
Singles DoublesTriples Home Runs
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Develop a Process for Singles
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Scale for Doubles and Triples
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Scale for Doubles and Triples
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Home Runs Are Special
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Discover Your Opportunities
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• Brainstorm Ideas– Usecandor.com
• Conduct Research – Audience– Competition– Keyword(s)– Topical Importance
• Brand Messaging
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Our Idea
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Plan with a Sense of Purpose
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• Persona• Primary concern• Online conversation• Phase of funnel• Appropriate CTA
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Career Aptitude Test
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• Idea– Assist prospective students in discovery of potential career options
• Strategy– Create an evergreen top-of-funnel resource– Something useful– Better than anything else online
• Goal– Increase brand awareness– Own the conversation online
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Research: The Topic
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Research: The Opportunity
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Research: The Competition
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Research: The Competition
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Research: The Competition
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Produce the Content
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• Data set from the U.S. Bureau of Labor Statistics
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Develop the Visual Elements
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• Improve upon the competitors
• Don’t hijack the creative process
• Deadlines are more like guidelines
• Balance creative with usability
• Get outside opinions
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Career Aptitude Test
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Career Aptitude Test
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Prepare for Launch
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• Pre-Outreach– Who’s most interested
• Paid Promotion– Social media– Amplification tools
• Continue Outreach– Bloggers
• Supporting Articles– Internal links
• Retargeting
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Career Aptitude Test
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There’s Still Time for YOU to Get Started
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Rich Media Is an Evolution
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We Love Creating Them
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bit.ly/EnrollmentTrends
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You Can Do It Too
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81Copyright Collegis Education, Inc. Proprietary and Confidential.
Grant Tilus
www.CollegisEducation.com
@GrantTilus
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Sources
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• Wikia, “Generation Z: A Look at the Technology and Media Habits of Today’s Teens”• Millennial Branding, “The High School Careers Study”• Unruly, “Social Ad Effectiveness”• Moz, “What Makes a Link Worthy Post - Part 1”• Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”• Social Media Examiner, “2015 Social Media Marketing Industry Report”