Introduction to Content Marketing Strategy for Drupal
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Shanelle Newton Clapham presented on content marketing strategies. Content marketing involves creating and distributing valuable content to engage a target audience with the goal of driving customer actions. Newton discussed how organizations like Air New Zealand have successfully used engaging videos as a form of content marketing. Newton also reviewed how to identify the role of different digital channels in content distribution and presented a case study of a non-profit called A Million Miracles that uses various forms of digital content like live surgery streams and social media to tell compelling stories. Newton emphasized the importance of understanding target audiences and creating content that adds value to their lives.
Introduction to Content Marketing Strategy for Drupal
- 1. Content Marketing Strategies Drupal Meeting 17th September 2015 Presenter: Β Shanelle Newton Β Clapham
- 2. Nice Β to Β meet Β you β’ Shanelle Newton Β Clapham β’ Consultant Β with Β more Β than Β 12 Β years Β of Β experience Β in Β digital Β marketing β’ Author Β of Β Attracting Β Donors Β Online
- 3. What is Content Marketing?
- 4. Air New Zealand SafetyVideos 1. Hobbit Β https://www.youtube.com/watch?v=qOw44VFNk8Y 2. Bear Β Grylls Β http://youtu.be/xJheoLUtX_Q 3. Betty Β White Β http://youtu.be/O-Β5gjkh4r3g 4. Paradise Β http://youtu.be/SQDip9V49U0
- 6. What Β is Β Content Β Marketing? Content Β marketing is Β a Β marketing Β tactic Β of Β creating Β and Β distributing Β content Β that Β is Β relevant Β and Β valuable Β to Β a Β specific Β target Β audience. Β This Β content, Β or Β engagement Β objects, Β aim Β to Β attract, Β acquire, Β and Β engage Β a Β clearly Β defined Β and Β understood Β audience Β β with Β the Β objective Β of Β driving Β profitable Β customer Β action. http://www.parachutedigitalmarketing.com.au/blog/content-Βmarketing-Βonline/content-Βmarketing-Βis -Βan-Βessential-Βpart-Βof-Βa-Βsuccessful-Βdigital-Βmarketing-Βstrategy
- 7. Digital Β content Β channels β’ Identify Β the Β role Β of Β each Β channel β’ Every Β touch-Βpoint Β needs Β to Β stand Β alone, Β as Β well Β as Β part Β of Β the Β bigger Β story β’ Stories Β arenβt Β linear.
- 8. Digital Β channels Identify Β the Β role Β of Β each Β chann
- 9. Episodes Β that Β can Β stand Β alone
- 11. Case Β study: Β A Β Million Β Miracles http://millionmiracles.org/
- 13. A Β Million Β Miracles Amazing Β stories, Β delivered Β through Β digital. β’ Streaming Β live Β surgery β’ Social Β Media β’ Field Β videos β’ Email β’ PR Β + Β media β’ Traditional Β advertising.
- 15. Content Β marketing Β strategies 1. Reaching Β new Β audiences Β β’ Engagement Β β’ Branding Β + Β awareness β’ Relationship Β building β’ Nurturing Β (preparing Β for Β conversion/ Β acquisition) 2. Retention Β & Β relevance β’ Relationship Β management β’ Loyalty Β and Β repeat Β visitation/ Β purchase β’ Cross-Βsell Β and Β upsell.
- 17. Who Β are Β you Β creating Β content Β for? Getting Β inside Β your Β userβs Β head β’Who Β is Β the Β audience? β’What Β do Β they Β care Β about? Β Why Β are Β they Β connected Β to Β your Β organisation? β’What Β are Β they Β trying Β to Β do Β when Β they Β visit Β your Β organisation Β online? β’What Β is Β their Β story? β’How Β is Β your Β message Β or Β story Β relevant Β to Β their Β lives?
- 18. Website Β Personaβs UNSW ENGINEERING WEBSITE USER CURRENT UNDERGRADUATE AIDEN KNELLER Age: 19 Technology usage: PC, tablet, mobile Access environments: UNSW campus, home Social media usage: medium level Facebook/Twitter user WHAT AIDEN NEEDS FROM THE WEBSITE ο· Make my day easier by giving me what I need, when I need it. ο· I need easy access when I'm on the go. ο· Let me know when there are events on that I might be interested in. ο· I need to make the right re-enrollment decisions throughout my program. ο· Help me to feel connected to the university and my school. ο· If I need to contact someone, make it easy for me. AIDEN IS AT THE TYREE CAFE GETTING HIMSELF SORTED OUT FOR THE YEAR It's the first few days into second year and Aiden is still getting his head around things. Definitely easier the second time around, he reflects. Anyway, this place feels like home. Collecting his coffee from the barista, he finds a table in the morning sun, takes out his iPad and settles in for a quiet session. The first thing he needs is a replacement for that hard copy OHS declaration he'd somehow managed to lose. No way I'll be getting into the lab tomorrow without that. He's got a pretty good idea where to find it. Swinging straight through the faculty website to the School of Photovoltaic and Renewable Energy, he finds it and then sends it to himself to print at home tonight. Wait, where is the lab anyway? He checks the room number with the site's indoor mapping. Here it is: 409. One less thing to chase up. This time last year I was getting lost right and left. Aiden sits back and sips his coffee, thinking about the next task. Over the break, he was thinking about getting involved in a research project this year. That one at the Photovoltaics
- 19. Nurturing Β prospects Β into Β customers Engagement Education Awareness Emotional Β connection Relationship Β Building Keep Β content Β focused Keep Β adding Β to Β the Β story Grow Β their Β empathy/ Β rage/ Β fear Convert Β to Β customer Pose Β questions Β Ask Β them Β to Β do Β something Give Β them Β a Β compelling Β reason Β to Β do Β it Β NOW
- 20. Converting Β with Β content β’ Content Β marketing Β is Β not Β a Β direct Β response Β channel, Β its Β about Β influencing Β opinions Β and Β behaviour through Β information β’ We Β use Β content Β marketing Β because Β its Β more Β subtle Β β’ We Β use Β content Β because Β it Β can Β get Β us Β access Β to Β audiences Β and Β partners Β whom Β we Β may Β not Β be Β able Β to Β reach Β in Β any Β other Β way β’ Its Β important Β to Β place Β soft Β call Β to Β actions Β within Β the Β content, Β but Β it Β should Β be Β secondary Β of Β the Β integrity Β of Β the Β content Β itself Β which Β is Β about Β telling Β a Β story Β and Β adding Β value Β to Β the Β viewer/ Β reader/ Β participant.
- 21. Integrating Β online Β with Β offline Β strategies Websites Print Β Media Radio Direct Β Mail TV Social Β Media Email Β
- 22. What Β is Β a Β customer Β journey? β’ Building Β an Β emotional Β relationship Β with Β your Β subscribers Β through Β a Β planned Β series Β of Β touch-Βpoints Β and Β channels, Β specifically Β to Β engage Β them, Β warm Β them Β up Β for Β sales Β and Β nurture Β and Β retain Β them Β once Β theyβve Β become Β customers. β’ The Β objective Β is Β to: β’ Grow Β database Β (sign Β petitions, Β join Β email Β newsletter) β’ Build Β trust β’ Develop Β an Β emotional Β connection β’ Convert Β from Β Subscriber Β to Β Customer β’ Convert Β from Β one Β off Β customer Β to Β repeat Β buyer β’ Lifetime Β valued Β relationship Β (retention). You Β need Β great Β stories
- 24. The Β results Β content Β can Β produce Our Β results: Β 50,000+ Β new Β supporters 1267 new Β regular Β givers 29% Β lower Β $CPA Β than Β F2F Β 92% Β first Β gift Β completion Β (only Β 3% Β cancellation) Doubled Β donor Β retention Β 1.74 Β ROI Β in Β Year Β 1
- 26. If Β youβre Β keen Β to Β learn Β moreβ¦
- 27. Β²ο²Digital Β Academy Β Learn Β & Β Implement Β starts Β 23rd Β September, Β 5 Β days, Β once Β a Β week Β²ο²Google Β Grants Β Adwords Β Introduction 13th Β October, Β half Β day Β²ο²Digital Β Marketing Β without Β Budget 10th Β November, Β half Β day Upcoming Β courses
- 28. Questions?
- 29. Thanks