Transcript High Impact Marketing on a Small Budget

Think Like
A Journalist
Presenter:
Michelle West,
Chamber Speak
www.chamberspeak.com
Fabulous Prizes!
Chamber Content
Solutions
• 5 Free Articles
(a $145 value)
So affordable, so easy, it
just might inspire a
happy dance!
Fabulous Prizes!
Comprehensive Online Course plus
a DIY Video Starter Kit!
Fabulous Prizes!
A Free Networking
Webinar for your
members by Sandy J.
Kaminski
Plus
A copy of Sandy’s
book – I’m At A
Networking Event,
Now What?
Throwback Thursday!
#TBT
COMPETITION
LACK OF UNDERSTANDING
LITTLE THINGS ADD UP…
DEFINING “CONTENT”
 Blog articles
 Video
 Print articles
 Guides
 Microblog (e.g. Tweets)
 Business Book Reviews
 Email
 Newsletters (Print or
Digital)
 Webinars
 Infographics
 Memes
 How-tos
 Lists
 Research/original data
 Podcasts
 Slide Share
Presentations
KNOW YOUR AUDIENCE
REALLY TRY TO KNOW THEM….
NEWS JUDGMENT
What they want to know/what
they need to know
MIX IT UP…
ANGLES & ARMADILLOS
FINDING AN ANGLE
Think Like
A Journalist
QUARTERLY
THEMES
QUARTERLY THEME: NETWORKING
THE 9 LIVES OF A SINGLE
TOPIC
Build an idea
factory.
EDITORIAL CALENDAR
Automated
Posts
Appear
Automated.
Aug 14
I posted 28 photos to Facebook.
Is It
Working?
Evergreen Content
Think Like A Journalist
70% percent of
consumers say content
marketing makes them
feel closer to the
company delivering the
content, while 60 % say
that company content
helps them make better
product decisions.
Content Marketing for
Chambers
A Practical Approach:
What Are Your
Goals?
Content Marketing for
Chambers
A Practical Approach:
Ownership/Staffing
Content Marketing for
Chambers
A Practical Approach:
Ownership/Staffing

Who will generate the
content?
Content Marketing for
Chambers
A Practical Approach:
Ownership/Staffing

Who will generate the
content?
Content Marketing for
Chambers
A Practical Approach:
Ownership/Staffing



Who will generate the
content?
What form?
How often?
Content Marketing for
Chambers
A Practical Approach:
Ownership/Staffing




Who will generate the
content?
What form?
How often?
How will you decide on
topics?
Content Marketing for
Chambers
A Practical Approach:
Strategy

Use quarterly themes as a
starting point.
Content Marketing for
Chambers
A Practical Approach:
Strategy


Use quarterly themes as a
starting point.
What message(s) do you
want to deliver?
Content Marketing for
Chambers
A Practical Approach:
Make a Plan

Editorial calendar
Content Marketing for
Chambers
A Practical Approach:
Make a Plan


Editorial calendar
What kinds of content will
you create?
Content Marketing for
Chambers
A Practical Approach:
Make a Plan



Editorial calendar
What kinds of content will
you create?
How will you deliver it?
Content Marketing for
Chambers
A Practical Approach:
Make a Plan




Editorial calendar
What kinds of content will
you create?
How will you deliver it?
How often will you deliver
it?
Content Marketing for
Chambers
A Practical Approach:
Keeping the Pace

Continuous flow of ideas
is essential
Content Marketing for
Chambers
A Practical Approach:
Keeping the Pace


Continuous flow of ideas
is essential
Find different angles
Content Marketing for
Chambers
A Practical Approach:
Keeping the Pace



Continuous flow of ideas
is essential
Find different angles
Repurpose content
Content Marketing for
Chambers
A Practical Approach:
Promoting Your Content






Email
Social media
Blog
Website
In person
Print
Content Marketing for
Chambers
A Practical Approach:
Measuring Success
 Goals?
 How frequently will you
collect data?
 What key performance
indicators will you use to
measure success?
Content Marketing for
Chambers
Goal
Possible Metric
Brand Awareness
Website traffic – page views –
video views – document
downloads/views – social
chatter - shares
Engagement
Blog comments – likes, shares,
tweets, +1s, pins - forwards
Lead generation
Form completion – email
subscriptions
Content Marketing for
Chambers
A Practical Approach:
Measuring Success
 Track links through
www.bitly.com
 Constant Contact
insights
Content Marketing for
Chambers
A Practical Approach:
My Process
 Publish blog article
 Promote via email
with link back to the
article
 Post link on Twitter
& Linked In
Content Marketing for Chambers
– The Nine Lives of a Single Topic
Networking
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#1 – Blog article
“Five Tips to Help You Get
the Most Out of Your
Next Networking
Experience”
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#2 – Break the blog
article into five social
media posts.
(link back to the blog
article for more info)
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#3 – Create an
Infographic – How to
Work a Room
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#4 – Member Testimonial
on the value of
networking through the
chamber
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#5 – Blog article – Five
Never Fail Conversation
Starters
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#6 – Break the blog into
five social media posts
(with links back to the
original article)
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#7 – Create a Meme
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#8 – Fun Facebook quiz –
Are you a master
networker?
The Nine Lives of a Single
Topic
Quarterly Theme:
Networking
#9 – Share member
survey results on the
subject of networking
Content Marketing for Chambers
– The Nine Lives of a Single Topic
Presenter:
Michelle West,
Chamber Speak
[email protected]