Post on 18-Aug-2015
1
STOP PLAYING CATCH-UP:
INVEST IN RICH-MEDIA
CONTENT NOW
Grant Tilus, Associate Inbound Marketing Manager, Collegis Education
CollegisEducation.com
Social Media Strategies Summit Higher Ed 2015 – #SMSsummit
2
Who Is Grant Tilus?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Associate Inbound Marketing
Manager, Collegis Education
• Content Marketing Director of
MnSearch.org
• @GrantTilus
3
What Is Your Role?
Copyright Collegis Education, Inc. Proprietary and Confidential.
4
Content Marketing
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Content marketing is a strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a
clearly defined audience — and, ultimately, to drive
profitable customer action.
5
Who’s Doing It?
Copyright Collegis Education, Inc. Proprietary and Confidential.
77% of B2C marketers are using content marketing
45% of B2C marketers have a dedicated content
marketing group in their organization
Source: Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”
6
Content We’re Creating
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 93% Social Media
Content
• 80% Newsletters
• 78% Articles on Website
• 75% Illustrations/Photos
• 74% Videos
• 67% Blogs
• 47% Branded Content
Tools
• 45% Infographics
• 25% eBooks
• 22% Podcasts
7
We Have Our Goals
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Organizational Goals
– 88% Customer Retention
– 88% Engagement
– 87% Brand Awareness
– 77% Sales
– 69% Customer Evangelism
– 69% Lead Generation
– 61% Lead Nurturing
• Website Metrics
– 62% Traffic
– 54% Sales
– 39% Higher Conversion Rates
– 39% SEO Ranking
– 35% Customer Feedback
– 34% Subscribers
– 23% Inbound Links
8
Creating a Ton of Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 90% of B2C marketers now use content marketing
• 48% of organizations publish content daily or
multiple times per week
• Over 2.7 million blog posts are published daily
9 Copyright Collegis Education, Inc. Proprietary and Confidential.
It’s Starting to Pile Up
10
It’s Not as Easy Anymore
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Marketers rated all of these as less effective than they
did last year
66% Newsletters
59%
58%
54%
Illustrations/Photos
Social Media
Content
Blogs
54% Videos
53% Website Articles
46% Webinars
45% Online
Presentations
11
We’re Being Challenged
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 51% Measuring Content Effectiveness
• 50% Producing Engaging Content
• 46% Lack of Budget
• 44% Producing Content Consistently
• 28% Lack of Buy-In/Vision from Higher-Ups
12
More Is Not the Answer
Copyright Collegis Education, Inc. Proprietary and Confidential.
13
Not All Content Is Created
Equal
Copyright Collegis Education, Inc. Proprietary and Confidential.
• The average attention span has dropped from 12
seconds in 2000 to 8 seconds today
14
It’s Time to Evolve
Copyright Collegis Education, Inc. Proprietary and Confidential.
15
Content Marketing Is Changing
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What B2C marketers are working on right now:
62% creating more engaging/higher-quality content
60% creating more visual content
53% creating a greater variety of content
16
Time to Step Up Our Game
Copyright Collegis Education, Inc. Proprietary and Confidential.
17 Copyright Collegis Education, Inc. Proprietary and Confidential.
http://www.nytimes.com/projects/2012/snow-fall/
18 Copyright Collegis Education, Inc. Proprietary and Confidential.
19 Copyright Collegis Education, Inc. Proprietary and Confidential.
20
Rich Media 101
Copyright Collegis Education, Inc. Proprietary and Confidential.
• A form of higher-quality content that has more
dynamic elements and engages the audience in a
richer user experience.
21
You’re Falling Behind
3 Reasons Why You Need
Rich-Media Content
23
1) Stand Out from the Crowd
Copyright Collegis Education, Inc. Proprietary and Confidential.
content
content
content
Your content
24 Copyright Collegis Education, Inc. Proprietary and Confidential.
• 72% of B2C marketers are producing more content
than they did one year ago
• Up to 15,000 pieces of content could potentially
show in your Facebook feed everyday
25
We’re Built for Visual Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Visual content is snackable & pulls people in
– 94% more total views on average are attracted by content
containing compelling images
• Visual content is social media friendly
– 37% increase in engagement when FB posts include images
26
Text Is Good to Have But…
Copyright Collegis Education, Inc. Proprietary and Confidential.
27
Good Isn’t Good Enough
Copyright Collegis Education, Inc. Proprietary and Confidential.
https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
28 Copyright Collegis Education, Inc. Proprietary and Confidential.
29
Do Something Different
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Custom Imagery
• Infographics
• Interactive Content
• Data Visualizations
• eBooks/Whitepapers
• Video
• Podcasts
• And More
30 Copyright Collegis Education, Inc. Proprietary and Confidential.
31
Make Something Epic
Copyright Collegis Education, Inc. Proprietary and Confidential.
"If someone removed your content from the web, would
anybody miss it?" - Ann Handley
32
Create a Linkable Asset
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Provides value
• Visually appealing
• Simple to use
• Hot topic
33
Be Remembered
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Visual cues improve our memory
• Picture superiority effect
• Brand association benefits
– Personality
– Style
34
Rich Media Is Primed for Social
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Gen Z’ers
– Favor visuals
– Communicate with images
– Want to be engaged
– Value being unique
35
Standing Out with Rich Media
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Beat the Competition
• Create Something Different
• 10x Better
• Attract Attention Online
• Bring Your Brand Along for the Ride
36
2) Build Trust and
Understanding
Copyright Collegis Education, Inc. Proprietary and Confidential.
37
Are You Trustworthy?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 84% of millennials don't like traditional advertising
nor do they trust it
• 52% of U.S. millennials said that finding brands they
can trust is important to them
38
Content That’s Trustworthy
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Volunteer Information
• Don’t omit the details
– Facts
• Share secrets
• Deliver as promised
• Creditable
– SME’s
39
In People We Trust
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Real people with real experience
• Emotional connections
• Showcase expertise
• Insider access
40
Data Speaks for Itself
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Data removes biases
• Readers trust facts
• Tells the whole story
• Clarifies complexity
• But…
Raw data is BORING
41 Copyright Collegis Education, Inc. Proprietary and Confidential.
42
Give Them Some Control
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Something to do
• A choice
• A chance to reflect
• Next step
43
Give Them Some Control
Copyright Collegis Education, Inc. Proprietary and Confidential.
44
Better Communicate Your Ideas
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Use graphics to make abstract concepts concreate
• Graphics help viewers process information quicker
45
Build Trust with Rich Media
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Try to never use stock images
• Showcase the people behind
your brand
• Visualize important data
• Create a content experience
46
3) Create Impactful Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• “Action is the foundational key to all success.”
- Pablo Picasso
47
Is Your Content Effective?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• 60%-70% of marketing content goes unused
• 62% of students and 51% of parents prefer web-
based resources for learning about prospective
universities
• Multimedia-based content has been shown to be
shared up to 12X more
48
Right Action at the Right Time
Copyright Collegis Education, Inc. Proprietary and Confidential.
49
Connect in New Ways
Copyright Collegis Education, Inc. Proprietary and Confidential.
50
Support the Research Phase
Copyright Collegis Education, Inc. Proprietary and Confidential.
51
Use a New Enrollment Funnel
Copyright Collegis Education, Inc. Proprietary and Confidential.
52
Why You Need Rich-Media
Content Recap
Copyright Collegis Education, Inc. Proprietary and Confidential.
1. Stand Out From the Crowd
– It’s Only Going to Get Harder
2. Build Trust & Understanding
– Use People, Data and the Control
3. Create Content with an Impact
– Rethink the Traditional CTA
YOU Can Make It Happen
54
Get Leadership On Board
Copyright Collegis Education, Inc. Proprietary and Confidential.
• What do you mean rich media? – Provide examples
• What does this do for our brand? – Brand awareness, reach new audiences, etc
– Set expectations for results
• How is this different? – Status quo vs. the future
• What does success look like? – Tie everything back to business objectives
– Timelines
• What resources do you need? – Create a low-, medium- and high-budget proposal
– Who’s on the team?
55
Get the Right People on Board
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Content Creators
• Editors
• Creative Designers
• Developers
• Leadership
56
Set the S.M.A.R.T. Goals
• Determine KPIs
– Traffic
– Social Shares
– Links/PR
– Direct & Assistance
Conversions
– Registrations
– Downloads
– Etc.
• Set Benchmarks
• Track Everything
Only 23% of B2C
marketers say they are
successfully tracking
ROI on content
57
Play Baseball with Your Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
76%
15%
1% 8%
Singles Doubles
Triples Home Runs
58
Develop a Process for Singles
Copyright Collegis Education, Inc. Proprietary and Confidential.
59
Scale for Doubles and Triples
Copyright Collegis Education, Inc. Proprietary and Confidential.
60
Scale for Doubles and Triples
Copyright Collegis Education, Inc. Proprietary and Confidential.
61
Home Runs Are Special
Copyright Collegis Education, Inc. Proprietary and Confidential.
62
Discover Your Opportunities
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Brainstorm Ideas
– Usecandor.com
• Conduct Research
on the Idea
• Audience
• Competition
• Keyword(s)
• Topical Importance
• Brand Messaging
63
Our Idea
Copyright Collegis Education, Inc. Proprietary and Confidential.
64
Plan with a Sense of Purpose
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Persona
• Primary concern
• Conversation
• Phase of funnel
• Appropriate CTA
65
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Idea
– Assist in discovery of potential career options
• Strategy
– Create an evergreen top-of-funnel resource
• Goal
– Increase brand awareness
– Own the conversation
66
Research: The Topic
Copyright Collegis Education, Inc. Proprietary and Confidential.
67
Research: The Opportunity
Copyright Collegis Education, Inc. Proprietary and Confidential.
68
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
69
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
70
Research: The Competition
Copyright Collegis Education, Inc. Proprietary and Confidential.
71
Produce the Content
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Data set from the U.S. Bureau of Labor Statistics
72
Develop the Visual Aspects
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Improve upon the competitors
• Don’t hijack the creative process
• Deadlines are more like guidelines
• Balance creative with usability
• Get outside opinions
73
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
74
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
75
Prepare for Launch
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Pre-Outreach
– Who’s most interested
• Paid Promotion
– Social media
• Continue Outreach
– Bloggers
• Supporting Articles
– Internal links
• Retargeting
76
Career Aptitude Test
Copyright Collegis Education, Inc. Proprietary and Confidential.
There’s Still Time for
YOU to Get Started
78
Rich Media Is an Evolution
Copyright Collegis Education, Inc. Proprietary and Confidential.
79
We Love Creating Them
Copyright Collegis Education, Inc. Proprietary and Confidential.
bit.ly/EnrollmentTrends
80
You Can Do It Too
Copyright Collegis Education, Inc. Proprietary and Confidential.
81 Copyright Collegis Education, Inc. Proprietary and Confidential.
Grant Tilus
Grant.Tilus@CollegisEducation.com
www.CollegisEducation.com
@GrantTilus