Power of Content Marketing - Indiana · Power of Content Marketing Bart Caylor, Caylor Solutions...
Transcript of Power of Content Marketing - Indiana · Power of Content Marketing Bart Caylor, Caylor Solutions...
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Power of Content MarketingBart Caylor, Caylor Solutions
IDOE Charter School
Marketing
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MUST HAVESEnrollment-focused website
Content that is user-focused and answers questions
Social media strategy that drives prospective students and parents to the website and content.
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+
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n Typically from IT Departments
n Anderson University – 1997-1998
n Chronicle Article 1999
Education Websites
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n Mid 2000s
n Blogger
n Writing for the web
Content (Blogging, Etc.)
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n The Facebook - 2004 / 2006
n YouTube – 2005
n Twitter – 2006
n Instagram - 2010
n Snapchat - 2012
Social Media
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n Late 2000s
n Hubspot
n 1999 Permission Marketing - Godin
n Gated Content
Inbound Marketing
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Dealing with Constant Change
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+The Power of Content
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Content is King
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- Content Rules All- Your Marketing Success
Depends on Content- Websites, Social Media,
Communications
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+Keeps Your Audience Informed
Provides Fodder for Search Engines to Recognize and Rank You.
Delivers Your Message
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+Content Marketing is figuring out what prospects are interested in, creating information that meets those needs, and delivering to them in a timely, relevant, and valued way.
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+Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. —Hubspot, January 2015
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Hubspot, The Ultimate List of Marketing Statistics, http://www.hubspot.com/marketing-statistics
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+Content marketing drives higher conversion rates than traditional marketing: 6X.
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http://content.kapost.com/Aberdeen-ContentChaos
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+Success flows to organizations that inform, not organizations that promote.
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Jay Baer, Utility
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Content Comes in a Variety of Forms
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Content Types
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n Text
n Video
n Audio
n Images
n Interviews
n Polls
n Social Media Posts
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Content doesn’t just happen. You must have a plan and do the work.
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+Know Your Audience’s QuestionsProvide the Answers
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Most Effective Forms of Content For Education Marketers
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Evergreen Content
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Simple way to provide answers to questions
Search engines LOVE blogs
Keyword Rich = Discovery
Call to Action
Blogging
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Blogging Calls to Action
More information forpermission to market
Ebooks, videos, special access
Email nurturing
Gated Content
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Popular way to consume content, especially for Millennials and Gen Z
More accessible than ever
Number of ways to use it
Testimonials, Day in the Life
Video
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Tell the Story
Personalized Explanations
Infographics/Photos
Emotive and Immersive
Photos/Graphics
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Podcasts
Interviews/Testimonials
Spotify Playlists
Audio
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Social Media
Syndication - Discovery
Newsletters
One format to the next
Call to Action
Repurpose
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Content makes you and your organization the authority on whatever you choose to publish.
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n Distinctives
n Subject Matter
n Location
n Methodology/Approach
n Individuals (Teachers, Principal, etc.)
Claim Your Authority
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Caylor Solutions
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n Prospective students want answers to questions about going to school, but unlike in days gone by, they want self-service for those answers before they take the next step.
n You and your school have those answers and need to provide them in the way that prospects need them in a timely, relevant and valuable way.
n You will gain authority by the content you create.
n To create that content, it takes planning and work.
Take Away:
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+Planning1. Personas
2. Customer Journey
3. Content Inventory
4. Leadership Buy-in
5. Crawl, Walk, Run
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+Three Exercises1. Think through ideas for content based
upon what prospects what. What are the questions?
2. How can you create original content that answers those questions? What different ways can you edit that into different formats?
3. What resources do you need to create and manage content?
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+Question & Answers
The Power of Content Marketing
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+Bart [email protected]
317-985-7375
caylor-solutions.com
@bartcaylor
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