Content Marketing Strategy: How to Engage & Attract Customers
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Transcript of Content Marketing Strategy: How to Engage & Attract Customers
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Presented to Absolute Software | May 29, 2009 © Affect Strategies
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World
Sandra Fathi President, Affect [email protected] affect.com techaffect.com
@sandrafathi Slideshare.net/sfathi
© Affect
November 5, 2014
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Sandra Fathi
• President, Affect • PRSA Tri-‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology
Sec>on
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Technology Healthcare
Professional Services
Affect
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Agenda
All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content
Lures • Generating Actions with Your Content
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Something to Talk About
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-‐-‐-‐
Personal
Professional
Research
What Customers Want
• Who is your target audience? • Where do they congregate? • What do they talk about? • What prompts a share, like or other action?
Example:
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Addicts
Parents
Psychologists
Therapists
Addic>on Specialists
Educators
-‐-‐-‐
TwiIer
Addic>on Forums
Blogs
Helping Others
Resources
Educa>ng the
Community
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Topic Mapping
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Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market
• Research – Source It – Aggregate It – Own It – Create It
What Your Brand Can & Should Be Talking About
What Your Brand Should NOT Be Talking About
• Irrelevant Content • Legal PiUalls • Areas with Lack of Authority or Credibility
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Topic Mapping
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Example:
Focus Sample Topics
Company Product Updates/Introduc>ons Customer Case Studies Management/Execu>ve Changes
Market Industry News Regulatory Environment Global Trade
News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade)
Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats
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Topic Mapping
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Example:
Focus Sample Topics Subjects
Company Treatment Programs Clinical Professionals Execu>ve Management
Addic>on Alcohol Drugs Paren>ng Rela>onships Co-‐exis>ng/Process Addic>ons NOT Marijuana Diagnoses Private Persons
Market Industry Research Regulatory Environment Legal Issues*
News High Profile Addic>on
Data Proprietary Research
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Content Sources
Gathering Your Resources • Internal
– You – Employees – Customers – Systems/Data
• External – 3rd Party Contracted/Partnership – Public Domain – News Media
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Riding The News Wave
Story Hijacking • Breaking News Now • Immediate Opportunity to Comment • Next Day: “What Does This Mean to Me” Analysis • Next Week: “What Does This Mean to the Industry” Analysis • Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention • Long-term Trending News Topic • Seasonally Recurring News Topic • Media & Audience Demand Ongoing • Regular Columns/Features/Publications in Planning
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Story Hijacking & Trend Intervention
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Story Hijacking & Trend Intervention
Break the News
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Content Lures
Keeping Audiences Coming Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports
Source: TechAffect.com
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Subscrip>on Series
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Customer Generated Content
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Content Lures
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Generating Actions
• Research what resonates • Establishment • Anti-Establishment • Make it easy to take action
– Provide Flexible Formats
– Bite/Right-Sized Information
– Eliminate Restrictions
• Make the Sharer the Hero • Ask • Reciprocate
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Distribution & Format
Content in All It’s Glory
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Maximizing Your Content
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Content Calendar
• Map out the Year – Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
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Content Calendar
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Q1 Q2 Q3 Q4
Tax Season
Summer Travel
Back to School
Holiday
Tip Series Tip Series Tip Series Tip Series
Research Report
Survey Research Report
Survey
Video Series
Graph Series
Video Series
Graph Series
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Content Calendar
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Recap
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All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content
Lures • Generating Actions with Your Content
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Presented to Absolute Software | May 29, 2009 © Affect Strategies
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World
Sandra Fathi President, Affect [email protected] affect.com techaffect.com
@sandrafathi Slideshare.net/sfathi
© Affect
November 5, 2014