Don't be Intimidated by Content Marketing
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Transcript of Don't be Intimidated by Content Marketing
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Don’t Be Intimidated by Content MarketingIndiana Bankers Association 2016
Kristin Sundin Brandt
Sundin Associates
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
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Chevrolet
Intel
Embassy Suites
Real Simple
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“… a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a
clearly defined audience – with the objective of driving
profitable customer action.”
What is Content Marketing? The Content Marketing Institute
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Attract
Acquire
Branding / Awareness
Credibility / Social Selling
Customer Education
Recruitment
Sales / Cross-sell
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fastlane.gm.com
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fastlane.gm.com
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
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youtu.be/vIC7Fw1rFF4
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youtu.be/vIC7Fw1rFF4
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youtu.be/vIC7Fw1rFF4
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youtu.be/vIC7Fw1rFF4
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youtu.be/vIC7Fw1rFF4
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youtu.be/vIC7Fw1rFF4
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youtu.be/vIC7Fw1rFF4
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youtube.com/user/bankofamerica/
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Newsletters
Seminars/Webinars
White Papers
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Getting Started
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Content
Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Getting Started
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Establish Your Goals
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Branding / Awareness
Credibility / Social Selling
Customer Education
Recruitment
Sales / Cross-sell
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Industry News
Refinancing
Decorating & Design
Home Improvement
Home Buying
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Know Your Audience
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Curated
Leveraged
Original
Product
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Choose Your Content
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Curated
Don’t be intimated by content marketing Sundin AssociatesIndiana Bankers Association
Curated
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Curated
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Reputable Resources
Compliance
No Traffic
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Curated
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Curated+
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Curated+
Drives Traffic
Low Engagement
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Leveraged Original
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Leveraged Original
Readily Available
Drives Traffic
Positive Engagement
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Leveraged Purchased
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Leveraged Purchased
Readily Available
May Need Editing
Low Engagement
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Product
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Product
Supports Goals
Drives Traffic
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blog.firstcountybank.com
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Original
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Original
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Original
Serial Newsletter
Mixed Engagement
High Effort
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Original
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alterrabank.wordpress.com
“My first few posts were dry, hard to write and not very interesting, even to me. Then I had a breakthrough. I wrote about my passion for Bruce Springsteen. Very personal, very “non-banky.”
The response was overwhelmingly positive.”
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Original
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Original
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High Engagement
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Original
High Effort
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www.youtube.com/user/CharlesRiverBank/
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Original
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Original
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Between2Hearts.com
FareCompare.com
Money Crashers
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Original – Other Voices
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Original – Other Voices
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Educate
Gain Insight
Collaborate
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Original – Other Voices
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Non-Industry perspective
Content
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Original – Other Voices
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Tell Their/Your Story
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Original – Other Voices
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Chewy
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Managing the Content
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Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Curated Product Original
Curated Leveraged
Original Product Curated
Leveraged Product
Curated Product
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Managing the Content
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Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Privacy (FTC)
Affordable Mortgage
Should you refinance?
Spring update ideas
(HGTV)Sponsorship
Credit, debit or prepaid? Credit Cards
Credit card payoff
(Money)
CommunityEvent
Checking choices
Mobile security tips
(FDIC)
Affordable mortgage
Plan Resources
Schedule
Compliance
Think like a magazine editor
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Managing the Content
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W
WIndiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Distributing the Content
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Distributing the Content
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Reduce Reliance
Ownership
SEO
Cross-Sell
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Curated
OriginalLeveraged
Product
Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Distributing the Content
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Distributing the Content
Updated Monthly
Generated Automatically
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Tracking Results
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Tracking Results
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Tracking Results
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Tracking Results
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Tracking Results
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Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Tracking Results
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visual.ly
Define YOUR Success
Don’t Drown in the Data
Track Trends Over Time
Be Prepared to Fail
Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
Tracking Results
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Know Your Audience
Protect The Base
Quality Over Quantity
Think Like a Publisher
Content & Advertising
Measure & Evaluate
Tell a Story
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Summing It Up
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Sundin Associates
Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
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Distributing the Content
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Distributing the Content
Indiana Bankers AssociationHelloIndiana Bankers Association Mega Conference
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Distributing the Content
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