Smss boston2015 grant_tilus

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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

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Who Is Grant Tilus?

Copyright Collegis Education, Inc. Proprietary and Confidential.

• Associate Inbound Marketing

Manager, Collegis Education

• Content Marketing Director of

MnSearch.org

• @GrantTilus

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What Is Your Role?


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Content Marketing


• 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.

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Who’s Doing It?


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”

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Content We’re Creating


• 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

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We Have Our Goals


• 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

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Creating a Ton of Content


• 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

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It’s Not as Easy Anymore


• 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

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We’re Being Challenged


• 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

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More Is Not the Answer


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Not All Content Is Created

Equal


• The average attention span has dropped from 12

seconds in 2000 to 8 seconds today

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It’s Time to Evolve


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Content Marketing Is Changing


• 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

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Time to Step Up Our Game



http://www.nytimes.com/projects/2012/snow-fall/

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Rich Media 101


• A form of higher-quality content that has more

dynamic elements and engages the audience in a

richer user experience.

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You’re Falling Behind

3 Reasons Why You Need

Rich-Media Content

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1) Stand Out from the Crowd


content

content

content

Your content


• 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

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We’re Built for Visual Content


• 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

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Text Is Good to Have But…


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Good Isn’t Good Enough


https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday

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Do Something Different


• Custom Imagery

• Infographics

• Interactive Content

• Data Visualizations

• eBooks/Whitepapers

• Video

• Podcasts

• And More

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Make Something Epic


"If someone removed your content from the web, would

anybody miss it?" - Ann Handley

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Create a Linkable Asset


• Provides value

• Visually appealing

• Simple to use

• Hot topic

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Be Remembered


• Visual cues improve our memory

• Picture superiority effect

• Brand association benefits

– Personality

– Style

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Rich Media Is Primed for Social


• Gen Z’ers

– Favor visuals

– Communicate with images

– Want to be engaged

– Value being unique

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Standing Out with Rich Media


• Beat the Competition

• Create Something Different

• 10x Better

• Attract Attention Online

• Bring Your Brand Along for the Ride

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2) Build Trust and

Understanding


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Are You Trustworthy?


• 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

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Content That’s Trustworthy


• Volunteer Information

• Don’t omit the details

– Facts

• Share secrets

• Deliver as promised

• Creditable

– SME’s

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In People We Trust


• Real people with real experience

• Emotional connections

• Showcase expertise

• Insider access

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Data Speaks for Itself


• Data removes biases

• Readers trust facts

• Tells the whole story

• Clarifies complexity

• But…

Raw data is BORING

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Give Them Some Control


• Something to do

• A choice

• A chance to reflect

• Next step

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Give Them Some Control


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Better Communicate Your Ideas


• Use graphics to make abstract concepts concreate

• Graphics help viewers process information quicker

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Build Trust with Rich Media


• Try to never use stock images

• Showcase the people behind

your brand

• Visualize important data

• Create a content experience

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3) Create Impactful Content


• “Action is the foundational key to all success.”

- Pablo Picasso

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Is Your Content Effective?


• 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

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Right Action at the Right Time


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Connect in New Ways


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Support the Research Phase


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Use a New Enrollment Funnel


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Why You Need Rich-Media

Content Recap


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

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Get Leadership On Board


• 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?

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Get the Right People on Board


• Content Creators

• Editors

• Creative Designers

• Developers

• Leadership

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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

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Play Baseball with Your Content


76%

15%

1% 8%

Singles Doubles

Triples Home Runs

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Develop a Process for Singles


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Scale for Doubles and Triples


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Scale for Doubles and Triples


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Home Runs Are Special


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Discover Your Opportunities


• Brainstorm Ideas

– Usecandor.com

• Conduct Research

on the Idea

• Audience

• Competition

• Keyword(s)

• Topical Importance

• Brand Messaging

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Our Idea


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Plan with a Sense of Purpose


• Persona

• Primary concern

• Conversation

• Phase of funnel

• Appropriate CTA

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Career Aptitude Test


• Idea

– Assist in discovery of potential career options

• Strategy

– Create an evergreen top-of-funnel resource

• Goal

– Increase brand awareness

– Own the conversation

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Research: The Topic


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Research: The Opportunity


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Research: The Competition


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Produce the Content


• Data set from the U.S. Bureau of Labor Statistics

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Develop the Visual Aspects


• Improve upon the competitors

• Don’t hijack the creative process

• Deadlines are more like guidelines

• Balance creative with usability

• Get outside opinions

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Prepare for Launch


• Pre-Outreach

– Who’s most interested

• Paid Promotion

– Social media

• Continue Outreach

– Bloggers

• Supporting Articles

– Internal links

• Retargeting

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There’s Still Time for

YOU to Get Started

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Rich Media Is an Evolution


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We Love Creating Them


bit.ly/EnrollmentTrends

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You Can Do It Too



Grant Tilus

[email protected]

www.CollegisEducation.com

@GrantTilus

Smss boston2015 grant_tilus

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