Mastering Content Marketingmedia01.commpartners.com/2018/SMPS/06_28_18/180628 P2W...Connect on...
Transcript of Mastering Content Marketingmedia01.commpartners.com/2018/SMPS/06_28_18/180628 P2W...Connect on...
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#ContentWhisperer @dgmarketingco
Mastering
Content
Marketing (while juggling 97 other tasks)
Presented by:
Danielle Gray
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Keep in Mind
• Be Social! Tweet using hashtag #ContentWhisperer | @dgmarketingcoConnect on LinkedIn: Danielle Gray, MBA
• Ask questions! When you feel it, ask it. Someone else is probably thinking the same.
• Relax and Learn! Yes…you can still learn while enjoying yourself. Relax your shoulders.
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Module 2 Recap
1. The Rule of Seven
2. Promoting in the Decision Making Process
3. What & Where to Promote
4. Content Calendars
5. Promotion Best Practices
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The Guide to
Identity Collection
and Analysis:How to Generate Leads and
Prove You Aren’t Wasting Your Time
MODULE 3
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1. Collection Methods
2. Collection Best Practices
3. Keywords *Audience Choice*
4. Analyzing Behavior
5. Workshop Final Thoughts
Session Overview
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1Collection Methods
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Collection Methods
• Contact form
• Download forms
• Survey
• Registration
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Contact Forms
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Download Forms
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Survey Case Study
• 5 Multiple Choice Questions
• 3 Contact Fields
• $250 Ruth’s Chris Gift Card
• Total Responses: 57
• Target Client Responses: 15
Investment Per Response: $4.39
Investment Per Client Contact: $16.67
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Registration
Case Study
Pain Point: Global Manufacturing Waste
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Food Engineering and Haskellpresent PackAGE
Packaging’s Future and Role in Waste Reduction
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2.4 Billion pounds of food waste were produced at the manufacturing level in on year. *
*2014 Food Waste Reduction Alliance (FMI) BSR Food Waste Study
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About 80 billion pounds of food are discarded in U.S. landfills each year.*
*2014 Food Waste Reduction Alliance (FMI) BSR Food Waste Study
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One third of all food produced globally goes to waste.*
* United Nations Food and Agriculture Organizations
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What can we do?
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• Others like you are asking similar questions.
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• It’s time we come together to exchange ideas on how to reduce manufacturer food waste.
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No text change
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• During Pack Expo, you’ll have an opportunity to discuss new ideas with our expert panel.
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• No text change
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• Meet our panel
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Michael Ballard
Director of Packaging Engineering
General Mills
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Dennis R. Heldman PhD.
Professor of Food Engineering
The Ohio State University
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Joyce Fassl
Editor in Chief
Food Engineering Magazine
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Keith Perkey
Vice President of Packaging
Haskell
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Lunch will be provided.
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Don’t let it go to waste.
More food ends up in landfills than any other type of municipal solid waste.*
*According to a U.S. Environmental Protection Agency study
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Register Now!
Only 100 Seats available!
November 4, 2014
11:30 am – 1:30 pm
McCormick Place
Chicago
PackAGE: Packaging’s Future and Role in Waste Reduction
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Register Now!
Only 98 Seats available!
November 4, 2014
11:30 am – 1:30 pm
McCormick Place
Chicago
PackAGE: Packaging’s Future and Role in Waste Reduction
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Registration Case Study
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Registration Case Study
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Registration Case Study
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Registration Case Study
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Registration Case Study
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2Collection Best Practices
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Form Questions
Best Practices
• First Name & Last Name in separate fields
• Try ‘business email’ instead of ‘email’
• Company Name may be in email
• ‘Would I do this?’ Test
• Gauge question number by content quality
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Collection
Best Practices
• Place forms throughout website
• Use as ‘Now What’
• Privacy Policy link
• Insightful questions that inform strategy
• Provide checked options
• Use different types of questions (rating scale, multiple choice, yes/no, etc.)
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3Keywords
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Keyword Tips
• Become a customer.Chinese food near me vs Chinese restaurants
• Study the competition.Fill in blanks, add to list
• Use long tail keywords.Conversion rate higher.
• Utilize tools.Try tools like the Google AdWords Keyword Tool
• Analyze results.Use Google Analytics
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Keyword ToolsFree Keyword Tools
• Google Keyword Planner
• Google Trends
• Keyword tool.io
Paid Keyword Tools
• Moz Keyword Difficulty Tool
• Ahrefs
• AccuRanker
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Juggling Tips
• List your services and ask colleagues/family members how they would describe them - 2 hours
• Hire a graphic designer - TIME SAVER
• Develop insightful questions you want to know about your audience - 45 mins
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4Analyzing Behavior
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Analytics
1. Google Analytics
a. Page Views
b. Time on Site
c. Platforms
2. Social Media Analytics
3. Visual Visitor (and other similar software)
4. Form/Survey Responses
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Analytics
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+ + =
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Haskell presentsThe Rise of Consolidated Services
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So, let’s say you have a hospital.
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Initially, your facility was designed to deliver the highest level of care in the most efficient manner, right?
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Of course it was, but what happens when your demand for care grows?
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Your space needed for support services grows.
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As everything continues to grow, these support services begin to encroach on your clinical space.
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But isn’t this the valuable space actually intended for patients under your care?
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Suddenly you realize your once efficient facility has transformed into something never intended…
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…a maze of inefficiency, frustration, and confusion.
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But services like the pharmacy, administration, laundry, meal preparation, lab work, archived records, and the mailroom are all
essential to daily operations.
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What can you do to return to efficiency and regain your prime clinical space?
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You could go through the logistical headache of expanding your facility…
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…or you could simply move these services off-site.
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But mist they all go their separate ways?
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And what if they could all be moved to a space designed specifically for them?
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By consolidating these services, you benefit from improved clinical care, reduced operating costs, and increased efficiency.
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It’s easy to see why consolidated support services are on the rise.
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Learn how LeeSar, a joint venture between Lee Memorial and Sarasota Memorial Health Systems, successfully consolidated
services.
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#ContentWhisperer @dgmarketingco
5Workshop Final Thoughts
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#ContentWhisperer @dgmarketingco
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#ContentWhisperer @dgmarketingco
Stay top of mind.
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#ContentWhisperer @dgmarketingco
Focus content on
pain points of
audience.
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#ContentWhisperer @dgmarketingco
Clean up
email lists.
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#ContentWhisperer @dgmarketingco
What? So What?
Now What?
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#ContentWhisperer @dgmarketingco
Host a content
generation
workshop.
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#ContentWhisperer @dgmarketingco
Everything begins
with content
generation.
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#ContentWhisperer @dgmarketingco
Develop your
content strategy.
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#ContentWhisperer @dgmarketingco
Look the part.
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#ContentWhisperer @dgmarketingco
Listen and solve,
not tell and sell.
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#ContentWhisperer @dgmarketingco
dgmarketingco.com
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#ContentWhisperer @dgmarketingco
Questions?
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#ContentWhisperer @dgmarketingco
Contact
678.232.0033dgmarketingco.com@dgmarketingco
Danielle Gray, MBA
Content Marketing Strategist