Transcript Content - Eventsential

Presentation Overview
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Presentation Title: Using Content Marketing to Keep Your Membership Funnel Full
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Subject Matter:
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Introductions and welcome – JOHN AND HUNTER – 2 MINUTES
Content marketing defined – JOHN – 8 MINUTES
What is Curated Content?
Different types of content
The Content Funnel
Content marketing goals and objectives
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Ready, Set, Start the Content Engine! – JOHN – 12 MINUTES
The key components of multi-channel marketing
Meet the Mobile Audience - Mobile marketing strategies and tactics
Make a plan, have a content strategy, and use the right tools, and a content library
Creating campaigns with content
Create and manage an effective content calendar
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Leveraging Your Community Created Content: A Case Study – HUNTER – 20 MINUTES
Build and Grow the “Content” Community
Become the Industry Resource
Results: Value to the Association, Members, and Non-Members
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Wrap Up/Summary – JOHN – 2 MINUTES
Q&A – JOHN AND HUNTER – 5 MINUTES
THANK YOU – JOHN AND HUNTER – 5 MINUTES
 Date: Monday, December 2nd 2013 Time: 2pm – 3pm Location: 150A
Using Content
Marketing to Keep Your
Membership Funnel Full
John Foley, Jr.
President and CEO,
interlinkONE
Hunter Montgomery
CMO,
Higher Logic
John Foley, Jr.
• CEO and President
• Software (SaaS)
• MAX: Marketing Automation. Executed.
• Specialized Marketing for Associations
• Consulting
•
Marketing, Strategy, Transformation,
Mergers, Sales, and more
• Strategy
•
•
Strategic Planning
Online Marketing Plans: Content,
Social, and SEO
• Website Development
Tweet throughout and after!
@JohnFoleyJr #HUGSF13
Author
Buy at JohnFoleyJr.com/Bookstore or the interlinkONE/MAX booth
Hunter Montgomery
• Hunter Montgomery,
CMO, Higher Logic
• 20+ Years in B2B
Marketing
• Organizations include
Verizon, Vocus,
MicronPC and
Newbridge Networks
Today’s Agenda
1. Content Marketing
2. Ready, Set, Start the Content Engine!
3. Leveraging Your Community Created Content: A Case Study
1
Content Marketing
Content Marketing
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Pull, rather than a push, strategy
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Content doesn’t interrupt, it attracts
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Your content can be disruptive!
www.entrepreneur.com
What is Content Curation?
Organizing and delivering
relevant content to your
community
www.inboundwriter.com
harvest-pr.com
Content Types
• News
• Announcements
• Features
• Promotions
• User contributions
wiredimpact.com
The Makings of Great Content
• Highlight community activities
• Maintain consistency in tone
• Mention community members
• Develop a plan for how and who to
recognize
blog.thepitagroup.com
Information Source: Buzzing Communities
Content: Where Does it Come From?
• Where does content come from?
• Member evangelists
• Writers in your association
• Look beyond the obvious marketing/communications folks!
• Publications (yes…you wrote it already!)
• Freelance writers
• WritersAccess.com
• Elance.com
coursera.org
• Reuse/Recycle!
Goals and Objectives
1)Lead Generation
2)Thought Leadership
3)Brand Awareness
Source 2012 B2B Content Marketing Trends Survey, by Holger Schulze for Optify
The Goal of Content
• Create a narrative so community members can follow what’s happening
• Engage members in the community
• Develop a sense of community
• Establish a social order
• Share relevant information about events
Information Source: Buzzing Communities
www.precisionmarketinggroup.com
Content Engine Grid
The Biggest
Challenges
• Producing engaging content
• Producing enough content
• Integrating content across
marketing platforms
2013 B2B Enterprise Content Marketing Trends- North America Content Marketing Institute
Solutions
To create content that engages:
1.Give an inch to get a mile
2.Make your audience feel valued
3.Tell a Story
http://www.forzanibusinesscoaching.com/
Engagement Funnel
Community Portal
Mild Engagement
Maximum Engagement
Membership Retention
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Ready, Set, Start the
Content Engine!
Multi-Channel Marketing
• Marketing through indirect
and direct communication
channels
• Gives your community the
choice of communicating
the way they prefer
Key Components of Multi-Channel
Marketing
• Choose a variety of channels
• Keep your brand message
consistent
• Think like a member
• Choose the right channels
www.iebusiness.com
Your Members Seek Education
Differently
Drive Them to Your Community by Connecting Through Multiple
Channels
Know Your Members
• Who Are They?
• What Channels do they
use?
• How Do They Use Social
Networks?
What Channels Should You Choose?
Website
Direct Mail
Social Media
Email
Mobile
http://www.visnetwork.com.au/
Meet Mobile
• Smartphone ownership and
mobile web viewing continues to
rise
• Associations are jumping on
board with responsive websites,
mobile apps, and mobile event
sites
State of the Mobile World
Mobile Strategies and Tactics
• Base your strategy on how your community uses their mobile
devices
• Think about what really matters and focus on that information
• Have a deeper understanding of conversions
• Think responsive!
• Use location search
Now that you Have a Mobile Strategy…
Integrate with your content!
Managing Your Content
• Make a Plan
• Make a calendar
• Rotate content categories
• Establish repeat content intervals
• Measure!
www.seohizmetleri.com.tr
Make a Plan
• Strategy is important
• Use the right tools
• Open communications between employees
• Develop a content library
www.burnaby.ca
Content Calendar
In three easy steps:
1) Understand your association’s acquisition and retention cycle
2) Brainstorm the topics you want to cover
3) Set the content to your calendar
www.pammarketingnut.com
Creating a Content Calendar
• Plan out your main themes
• Segment into smaller, more targeted campaigns
• Set your content types
• Organize into a document or use software to help
• Share with your content team
www.katedreyer.co.uk
Community Content
“The best content for a
community is content about the
community.”
- Richard Millington,
Buzzing Communities
Your Content as the Community Newspaper
• Newspapers make national stories local
• Establishes thought-leadership and helps
those who might not typically be “known” get
exposure (blogs, community posts, etc)
www.imagine.com.au
• Inform and entertain
Information Source: Buzzing Communities
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Leveraging Your Community
Created Content: A Case Study
Roy Snell, CEO, Society of Corporate Compliance and Ethics
Hunter Montgomery, CMO, Higher Logic
Society of Corporate Compliance and Ethics /
Health Care Compliance Association
• Founded: HCCA, 1997;
SCCE, 2002
• Headquarter: Minneapolis,
MN
• Combined total of 13,000
member, 18 member board
and 33 association staff
• 12,500 Community Site
members
SCCE 459 International Members in 67 Countries
12% of Membership is Outside US
Membership Data
October-13
September-13
August-13
July-13
June-13
May-13
April-13
March-13
February-13
January-13
December-12
November-12
October-12
September-12
August-12
July-12
June-12
May-12
April-12
March-12
February-12
January-12
December-11
November-11
October-11
September-11
August-11
July-11
June-11
May-11
April-11
March-11
February-11
January-11
December-10
November-10
October-10
September-10
August-10
July-10
June-10
May-10
April-10
March-10
February-10
January-10
Community Activity
700
600
500
400
300
Documents
Discussion - New
Discussion - Reply to Community
200
Discussion - Reply to Sender
100
0
0
October-13
September-…
August-13
July-13
June-13
May-13
April-13
March-13
February-13
January-13
December-12
November-12
October-12
September-…
August-12
July-12
June-12
May-12
April-12
March-12
February-12
January-12
December-11
November-11
October-11
September-…
August-11
July-11
June-11
May-11
April-11
March-11
February-11
January-11
December-10
November-10
October-10
September-…
August-10
July-10
June-10
May-10
April-10
March-10
February-10
January-10
Community Activity
700
14000
600
12000
500
10000
400
8000
Discussion - New
300
6000
200
4000
100
2000
0
Discussion - Reply to
Community
Discussion - Reply to
Sender
Documents
Membership
Wrap-Up
“Content is king!”
-Bill Gates
Questions?
Raise those hands!
Let’s talk!
John Foley
[email protected]
Tweet @JohnFoleyJr
Let’s connect on LinkedIn!
Hunter Montgomery
[email protected]