introduction to content marketing strategy for drupal
TRANSCRIPT
Content Marketing StrategiesDrupal Meeting 17th September 2015
Presenter: Shanelle Newton Clapham
Nice to meet you• Shanelle Newton Clapham
• Consultant with more than 12 years of experience in digital marketing
• Author of Attracting Donors Online
What is Content Marketing?
Air New Zealand Safety Videos
1. Hobbit https://www.youtube.com/watch?v=qOw44VFNk8Y2. Bear Grylls http://youtu.be/xJheoLUtX_Q3. Betty White http://youtu.be/O-5gjkh4r3g4. Paradise http://youtu.be/SQDip9V49U0
What is Content Marketing?
Content marketing is a marketing tactic of creating and distributing content that is relevant and valuable to a specific target audience.
This content, or engagement objects, aim to attract, acquire, and engage a clearly defined and understood audience – with the objective of driving profitable customer action.
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an-essential-part-of-a-successful-digital-marketing-strategy
Digital content channels
• Identify the role of each channel• Every touch-point needs to stand alone, as well as part of the bigger story
• Stories aren’t linear.
Digital channelsIdentify the role of each channel
Episodes that can stand alone
Stories aren’t linear
Case study: A Million Miracles
http://millionmiracles.org/
A Million Miracles
Story
A Million Miracles
Amazing stories, delivered through digital.
• Streaming live surgery• Social Media• Field videos• Email• PR + media• Traditional advertising.
Content Marketing Strategies
Content marketing strategies
1. Reaching new audiences • Engagement • Branding + awareness• Relationship building• Nurturing (preparing for conversion/ acquisition)
2. Retention & relevance• Relationship management• Loyalty and repeat visitation/ purchase• Cross-sell and upsell.
Keep it simple
Who are you creating content for?
Getting inside your user’s head•Who is the audience?•What do they care about? Why are they connected to your organisation?•What are they trying to do when they visit your organisation online?•What is their story?•How is your message or story relevant to their lives?
Website Persona’sUNSW ENGINEERING WEBSITE USER CURRENT UNDERGRADUATE AIDEN KNELLER
Age: 19Technology usage: PC, tablet, mobile
Access environments: UNSW campus, home Social media usage: medium level Facebook/Twitter user
WHAT AIDEN NEEDS FROM THE WEBSITE
Make my day easier by giving me what I need, when I need it.
I need easy access when I'm on the go.
Let me know when there are events on that I might be interested in.
I need to make the right re-enrollment decisions throughout my program.
Help me to feel connected to the university and my school.
If I need to contact someone, make it easy for me.
AIDEN IS AT THE TYREE CAFE GETTING HIMSELF SORTED OUT FOR THE YEAR
It's the first few days into second year and Aiden is still getting his head around things. Definitely easier the second time around, he reflects. Anyway, this place feels like home.
Collecting his coffee from the barista, he finds a table in the morning sun, takes out his iPad and settles in for a quiet session.
The first thing he needs is a replacement for that hard copy OHS declaration he'd somehow managed to lose. No way I'll be getting into the lab tomorrow without that.
He's got a pretty good idea where to find it. Swinging straight through the faculty website to the School of Photovoltaic and Renewable Energy, he finds it and then sends it to himself to print at home tonight.
Wait, where is the lab anyway? He checks the room number with the site's indoor mapping. Here it is: 409. One less thing to chase up. This time last year I was getting lost right and left.
Aiden sits back and sips his coffee, thinking about the next task. Over the break, he was thinking about getting involved in a research project this year. That one at the Photovoltaics
Nurturing prospects into customers
Engagement
EducationAwarenessEmotional connection
Relationship Building
Keep content focusedKeep adding to the storyGrow their empathy/ rage/ fear
Convert to customer
Pose questions Ask them to do somethingGive them a compelling reason to do it NOW
Converting with content
• Content marketing is not a direct response channel, its about influencing opinions and behaviour through information
• We use content marketing because its more subtle • We use content because it can get us access to audiences and partners whom we may not be able to reach in any other way
• Its important to place soft call to actions within the content, but it should be secondary of the integrity of the content itself which is about telling a story and adding value to the viewer/ reader/ participant.
Integrating online with offline strategies
Websites
Print Media
Radio Direct Mail
TV
Social Media
What is a customer journey?
• Building an emotional relationship with your subscribers through a planned series of touch-points and channels, specifically to engage them, warm them up for sales and nurture and retain them once they’ve become customers.
• The objective is to:• Grow database (sign petitions, join email newsletter)• Build trust• Develop an emotional connection• Convert from Subscriber to Customer• Convert from one off customer to repeat buyer• Lifetime valued relationship (retention).
You need great stories
The results content can produce
Our results: 50,000+ new supporters1267 new regular givers29% lower $CPA than F2F 92% first gift completion (only 3% cancellation)Doubled donor retention 1.74 ROI in Year 1
If you’re keen to learn more…
²Digital Academy Learn & Implement starts 23rd September, 5 days, once a week
²Google Grants Adwords Introduction13th October, half day
²Digital Marketing without Budget10th November, half day
Upcoming courses
Questions?
Thanks