5 Content Marketing Strategies/Tools to Add Value

& Enhance Your Practice

Steve DrakeSCD Group Inc.

About Me

Coach: “Drake, you’d be better if you were more mobile, agile and hostile!”

Share information about content marketing to help you grow your practice.

Today’s Agenda

• Your expectations on today’s session• 3 Tools– Listening/Searching/Curating–Creating–Distributing

• Comments & Discussion

• Content marketing is the strategy of communicating with your audience and prospects without selling to them.

• Instead of pitching yourself, you are delivering information that helps (them). The content is about and for them, not you.

• Content curation is an art of compiling information from a variety of sources and presenting them in a creative manner in front on your audience.

Content Marketing

Example

Content Marketing

• to attract, acquire and engage a clearly defined and understood target audience …

• to drive workers engaged in healthy living.

Content Marketing

Focus on …• Is this content important to my prospects?• Will this content add value to my employer?

Assumptions

• You have a well defined audience• Discovering, curating & distributing content

builds trust, credibility and value• Becoming thought leader builds business• Digital media provides tools; you provide time• Mindset – not size – matters• Complex or simple: up to you• 10 to 90 minutes a day• Avoid Plagerism … Do Research

Seek. Sense. Share.

Listening/Searching1

Discover & Create

“Monitor/Listen” for great content:1. Google News Alerts 2. Google Scholar3. Twitter feeds (see TweetDeck)4. Professional Blog sites5. Conferences & conference speakers

Listening at Work

Curating: Making Sense2

Curation: Pull it Together

• Is it relevant & important?• What does it mean?• Is it 2+2=5?

Contention Creation3

Content Creation

• Keep idea file• See connections to your goals• Create (write) content (blog, tweet, Facebook)

Messaging

Messaging

• Step 1: determine your specific audience(s)• Step 2: what is his/her point of view–Worker health vs fewer absences

• Step 3: craft specific message for each audience

• Remember: what you say vs what they hear

Messaging

• KEY:– Tell stories that reinforce your key messages

• Within confines of HIPPA, use “case studies”

4

Newsjacking

• “Jump on news in your profession”• Create your response or perspective• Put comment on original story• Post to Twitter, blog, Facebook, etc.• RealTime

Content Distribution5

Content Formula

1 = Something daily (news update on website, thought for the day, Tip of the Day, etc.)

7 = Something each week (Tip of the Week, weekly eletter, etc.)

30 = Something monthly (magazine, newsletter, webcast, etc.)4 = Something quarterly (Webinar, etc.)2 = Something twice a year (white paper, research report, etc.)1 = Something annually (conference, eBook, etc.)

1 – 7 – 30 – 4 – 2 - 1

Editorial Calendar

Tools

• Step 1: determine what tools are available– External: LinkedIn, Facebook, Twitter, etc.– Internal: intranet– Internal: blogs

• Step 2: select tools for each audience

6

REMEMBER: Tools are FREE; Your time is not!

Listening• 20 minutes in morning (after initial setup)

Curating• 20 minutes or more

Distributing• 20 minutes or more (using scheduling tools)

60 Minute Plan

RepackageRepurpose

Redistribute

Want This Stuff?

Download this power point …www.slideshare.net/DrakeCo

Want More?Content Marketing/Management for Associations & Nonprofits Pre-conference workshop Tuesday afternoon, September 4 Awesome conference! Save $100. Use “SCD Group” in

discount codeDisclosure: I’m coordinating the workshop