inbound content marketing for retirement living: what, why, how?
TRANSCRIPT
Retirement Community Content Marketing
Wednesday, March 16th, 2016Anneline Breetzke | www.ourkidsmedia.com
Retirement Community Content Marketing: What, Why, How? Anneline Breetzke @ComfortLife
Overview What is Content Marketing? Decision Journey Buyer Persona Great Content Final Tips
What is Content Marketing?
“A way of creating and distributing relevant and valuable content to
attract, acquire and engage a clearly defined and understood target audience with the objective of
driving profitable customer action.”- Content Marketing Institute
Inbound Content Marketing
Inbound Content Marketing is all about creating such valuable content that the right people who are looking for you seek you out and find you.
Inbound marketing is a PULL as opposed to a PUSH strategy that has considerably better results!
Your content is the ‘bait’ that pulls people in fora feast where you consistently deliver valuewhich keeps them coming back again and again!
Inbound Content MarketingContent
Time
Place
Person
SweetSpot
Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company
Decision Journey
Traditional
Awareness
Consideration
Decision
Buy
Loyalty Loop
Trigger
Initial Consider
Active Evaluation
Purchase
Postpurchase Experience
Today
Decision Journey : Shirley
Shirley clicks on your ad and is taken to your website. She’s still in the initial consideration stage and wants to know what is out there for her mom who is starting to become too forgetful to stay home alone.
Does your website answer her pain-point with relevant and engaging content? Will Shirley find something of great value there?
Decision Journey : JennyJenny clicks on your ad and is taken to your website. Her mom has fallen and broken her hip. Jenny is now actively evaluating retirement residences.
Does your website answer her pain-point with relevant and engaging content? Will Jenny find great value there to help her with her decision?
Decision JourneyDo you provide valuable
content that is relevant no matter where someone is in
the decision journey?
Inbound Content MarketingContent
Time
Place
Person
SweetSpot
Inbound Content Marketingaka ‘Context Marketing’
Person Content
Journey
What is Context Marketing?
“Context marketing is the practice of knowing your audience so well that you know what knowledge, products or services will be incredibly valuable to them. No fluff, no mess, just VALUE.”
- Kim Garst, Boom Social
Journey
Buyer PersonaPerson
Clearly and specifically build out your target audience. Adult Child Influencers (ACI) Seniors
Build out detailed profiles on each. You can’tscratch where it’s itching if you don’t trulyknow where the itch is!
Buyer Persona Who? (Shirley)
Background Demographics Identifiers
What? Goals Challenges
Summarised from Hubspot
Buyer Persona Why? (Motivations)
Real Quotes Common Objections
Once you have fully ‘fleshed out’ your persona, you are ready to create content that Shirley needs and wants to read.
Summarised from Hubspot
Great ContentContent
Now you can create the right content to scratch the itch! Types of content Target audience Aligned with decision journey
Journey
Great Content: TypesContent
Variety of content types essential: Educates/Informs Inspires/Encourages (greatest engagement on all
platforms) User Generated Content Sales/Promotional (earn the right to advertise – 20%) Trending/Current Events/Programs
Great Content: VehiclesContent
Variety of vehicles applicable to target audience: Write a blog (at least once a week) Post your content on your Comfort life profile Put a Powerpoint on Slideshare Use Social Media platforms Send an Email series answering questions Place an advertorial in a magazine…
Great Content: Conversion
Content
Content is not an aimless writing experience. It has a goal in mind – to move people along the decision journey. Visitor to Lead (warm) Lead to Customer (hot) Customer to Loyalist (fireball!)
Great Content: Conversion
Content
Content that has action woven into it. Fill in a form to download your eBook Register now to receive… RSVP to an exclusive tour… Click to request a call…
Ask yourself, “What am I trying to accomplishwith this piece of content, with this post?”
Content CalendarBuild out a content calendar Strategically plan content in advance
Quality trumps quantity Assign tasks Track, monitor & assess Repurpose content
Content
Content CalendarContent
Final Tips Optimize SEO (include G+ in your content campaigns) Promote your content on Social Media Study your personas through Social Media Analyze performance
Google Analytics Social Media Analysis Tools
Quality of leads (Consider membership with Comfort life) Segment your list properly Brand awareness
“People buy from those theyKNOW, LIKE and TRUST.”
- Kim Garst, Boom Social
Be authentic, relational and consistent in your content.Tell stories, inspire, connect emotionally withyour audience.
Final Tip: Relationship Marketing
Questions? Anneline Breetzke @ComfortLife