stone ward digital swagger 2014: content marketing

#SWagger14 @stoneward

High Quality Content Serves Two Purposes

Attracts your readers and viewers and keeps them engaged.

!

Helps your site rank well in search engines. #SWagger14

@stoneward

Common Content Marketing Goals

Awareness!!

Thought Leadership!!

Increase Number of Qualified Leads!!

Improving Conversion Rates!!

Lower Cost of Customer Acquisition!!

Enhance Customer Service!!


Digital Swagger


The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

What is Content Marketing?

Content marketing is placing yourself in the path of your customers and potential customers

without selling.




Being:HELPFUL

INTERESTING SURPRISING DELIGHTFUL ENGAGING

TIMELY RELEVANT

without pushing products and services.



Becoming known as a resource that people want to tap into again and again.

and again and again and again.


Content marketing costs 62% less than other traditional marketing initiatives,

while it generates about three times as many leads.


“What plagues CMOs the most is the ability to create sustainable and engaging

customer relationships while improving customer experience.”

Digital Swagger



DistributingContent



The Hub


Lindsey Ingram, Content Manager

Kyle Floyd, Digital Creative Director

WHAT IS A CONTENT HUB?

“If people like you, they’ll listen to you. But if they trust you, they’ll

do business with you.” #SWagger14 @stoneward

– Zig Ziglar

their interests

your expertise

good content

How do you create a Content Hub?


Know your audience.

condoguide.drgmpls.com

Service Industry

Stand-Alone Site



Focus your topic. !

keeponamazing.com

Service Industry

Stand-Alone Site



Organize your structure. !

bridgestonetire.com/tread-and-trend

Consumer Product

Incorporated in Main Site



Encourage discovery & engagement.

!

coca-colacompany.com

Consumer Product

Incorporated in Main Site

Key Takeaways


• Build trust by knowing who you're talking to and how to talk to them

• Centralize focus & be the expert, not the Jack-of-All-Trades

• Make it easy to find, share and participate with your brand


THE HUB IS YOUR HOME BASE. !

IT IS THE HEART OF YOUR CONTENT MARKETING.

Digital Swagger



DistributingContent



The Content


Katy Bartlett, 360 Filmworks Writer/Producer

Dana Dussing Berry, Senior PR Manager

Created & Published with a Particular Audience

in Mind


Visual !

Auditory !

Written

Visual


Video !

Photos !

Illustrations !

Charts/Graphics !

Presentations

VIDEO


Video is here to stay. It’s shareable and engaging.

VISUAL CONTENT

VIDEO


A picture is worth a thousand words.

VISUAL CONTENT

VIDEO


More than 1 billion unique visitors visit YouTube each month.

VISUAL CONTENT

VIDEO


Easy to upload Easy to share

Viewable on all devices Easy to digest

Engaging Entertaining

VISUAL CONTENT

VIDEO


Optimize Your Video For Mobile Viewing

VISUAL CONTENT

VIDEO


Optimize Your Video For Sharing

VISUAL CONTENT

VIDEO


So, you want a viral video? That’s Easy!

VISUAL CONTENT

VIDEO


How many eyeballs does it take to classify a video as viral? 20,000.

VISUAL CONTENT

VIDEO


Do it yourself? or

Hire a quality production company?

VISUAL CONTENT

VIDEO


Watch and Learn !

Vimeo Video School and No Film School

VISUAL CONTENT

VIDEO


Make it mobile friendly. Make it shareable. Make it emotional.

VISUAL CONTENT

VIDEO


Create a strong enough emotion or reaction from a group of people that they feel compelled to

share it with others and that is success.

VISUAL CONTENT

Auditory


Video !

Podcasts !

Music !

Interviews


AUDITORY CONTENT

Written


Blogs !

Q&A !

How To !

Testimonials !

Avoid TLDR

What gets shared?


!

• Tech news, humor and entertainment content. • Travel, business, food content is less likely to go viral • Facebook: short time lapse between share and click back. • Tumblr, Google+ and blogging: longer time lapse between

share and click back. • Reddit, Tumblr, Twitter provide the most click backs per

share.

WRITTEN CONTENT

Brand Journalism


Research, storytelling and reporting for a non-media company, in that company’s line of business, with the

goal of tough leadership.

WRITTEN CONTENT

Brand Journalism


1. Advertisers have become publishers. 2. Brands are using journalism hubs to share news

and images to connect with consumers in a "high trust" presence.

3. Digital allows for words, pictures, audio, video; you're not limited when it's online.

WRITTEN CONTENT

Digital Swagger



DistributingContent



Distribution


Debra Reid, Director of Media Services

Amy Blake, Community Manager

Dana Dussing Berry, Senior PR Manager

Distribute


For every one hour spent creating content, spend four hours figuring out how to distribute it.

Distribution Channels


Paid Media


Paid media is most valuable for building awareness among consumers about a product,

service, or promotion.


Banner Advertising !

Search Advertising !

Native Advertising !

Sponsored Social Posts


Search Advertising


Native Advertising


Native Advertising: MINI on Buzzfeed

• Marketing campaign slogan: “Not Normal” • Engage audience around the campaign and broaden awareness. • Enhance perception of MINI as a fun brand. • “Not Normal” topics ranging from environmental phenomena

to interesting competitions and bold fashion statements. • 1 million engagements, 2/3 of which resulted from social

sharing.


Sponsored Posts Advertising


Facebook Sponsored Posts


Twitter Sponsored Posts


Paid and social content can work together to create a “virtuous cycle” that builds engaged

audiences who interact with content and influence their friends to do the same.

Owned Media


Social media is a horizontal layer that touches every part of your business: customer service to

acquisition to retention.


Social Media


Blog Facebook Twitter

Instagram Pinterest Snapchat YouTube Google+ Tumblr Reddit


The Benefits of Social: !

Word-of-mouth referrals/shares. !

Search engine optimization. !

Learning from your audience through conversation. !

Demonstrating brand personality.

Social Headlines


Highly relevant to audience. Answers the question “what is in it for me?”

Powerful, timely hook. Evokes an image or emotional responses.

Loaded with proof elements.


Brand Journalism

You can't be effective as an online brand journalist, unless you're online, a lot.


Auditing sites that tell me what the media is doing.



Auditing personal feeds, posts of journalists that we've targeted

on behalf of our clients.



Engaging on a personal level with the journalists online and in person when possible and respond to journalists.

You have to be so familiar with the story you're telling, you could do so in 140 characters.



You also have to know well the channels available to you and how to work them - the grit and the glitz.


8/28/2014 Who Really Benefits When Franchise Professionals Come Together? | Sport Clips Media

http://www.sportclipsmedia.com/?p=685 1/2

Sport Clips Media

HomeAboutPress ReleasesMedia Kit

Who Really Benefits When FranchiseProfessionals Come Together?You are here: Home » National » Who Really Benefits When Franchise Professionals ComeTogether?

Posted on February 18, 2014

Special to SportClipsMedia.com from Dave Wells, Director of Franchising for Sport Clips Haircuts

Franchising is one of the few industries where competing brands frequently come together to network,share best practices and learn from each other. I can tell you first hand that UPS and FedEx employeesdon’t generally exchange pleasantries over dinner and you definitely don’t see Coke and Pepsi executivescollaborating on strategies on how to capture market share. Yet, it’s not uncommon to see theseactivities occurring between competing franchised brands on a semi-regular basis.

This month thousands of franchise industry executives will descend upon New Orleans for theInternational Franchise Association’s Annual Convention and to take advantage of one of the bestopportunities to improve what we do and how we do it. Representing a franchisor, I look to gain criticalinsights from the best of the best and find ways to increase our success. If I walk away with one or twonuggets of information that help make our processes and organization better, I consider it a win.

However, much like the win-win partnership that must be established in any successful franchisee-franchisor relationship, it is critical that these gatherings also produce a win-win outcome;; again,providing benefit to both franchisee and franchisor. With break-out sessions on topics like improvingsystem communication, boosting unit economics, gaining and retaining customers, and creating brandevangelists, it’s clear that franchisees stand to gain just as much, if not more, if and when theirfranchisors successfully implement the ideas that were garnered.

For all involved, the first step is recognizing that Franchising is dynamic and not static. We need toembrace change and be open to new ideas if we are going to provide best-in-class service to ourfranchisees. This event will bring together those that have the same challenges, aspirations and potentialsolutions. As we share ideas on how to drive improvement, we have the ability to achieve a globalupgrade of franchising as we all collaborate to get better. This, in-turn, translates into betteropportunities for those looking to make franchise ownership a part of their lifestyle.

At Sport Clips, we are putting together our target list of who we want to learn from, and will certainly beprepared to help those that feel our experience could be of value to them. At the same time we look to


8/28/2014 How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as do the franchisors who attend? | OPEN Forum

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Dana Dussing Berry, Margaret Allee & 1 other found this helpful Mark as helpful

Reply to Dave Wells

Dave WellsDirector of Franchising, Sport Clips Haircuts

ADVICE

How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as dothe franchisors who attend?

Who Really Benefits When Franchise Professionals Come Together?Franchising is one of the few industries where competing brands frequently come together to network, sharebest practices and learn from each other. I can tell you first hand that UPS and FedEx employees don'tgenerally exchange pleasantries over dinner and you definitely don't see Coke and Pepsi executivescollaborating on...

sportclipsmedia.com

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Digital Swagger



DistributingContent



Measurement

“Digital marketing and analytical thinking are the most sought after specialized skills within the

marketing function.”



What is working? !

Where should you spend your time? !

Can you use the data gathered for predictive analysis?


shareslikes

visits

time spent on siteviews

clicks

impressions

pages

opens

forwards

retweets comments

sign-ups

joins

conversions

engagements


DATA


If you don’t measure it, did it happen?

Budgeting


Quality over quantity. And quality takes time. Don’t put it out there unless it is good.

Your reputation is at stake.

stone ward digital swagger 2014: content marketing

Marketing

stonewardauditory content

entertainment content

food content

createa content hub

content marketing costs

videofor sharingvisual

content managerkyle

film schoolvisual content