content marketing strategy: how to engage & attract customers
TRANSCRIPT
Presented to Absolute Software | May 29, 2009 © Affect Strategies
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World
Sandra Fathi President, Affect [email protected] affect.com techaffect.com
@sandrafathi Slideshare.net/sfathi
© Affect
November 5, 2014
Sandra Fathi
• President, Affect • PRSA Tri-‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology
Sec>on
Technology Healthcare
Professional Services
Affect
Agenda
All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content
Lures • Generating Actions with Your Content
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Something to Talk About
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-‐-‐-‐
Personal
Professional
Research
What Customers Want
• Who is your target audience? • Where do they congregate? • What do they talk about? • What prompts a share, like or other action?
Example:
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Addicts
Parents
Psychologists
Therapists
Addic>on Specialists
Educators
-‐-‐-‐
TwiIer
Addic>on Forums
Blogs
Helping Others
Resources
Educa>ng the
Community
Topic Mapping
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Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market
• Research – Source It – Aggregate It – Own It – Create It
What Your Brand Can & Should Be Talking About
What Your Brand Should NOT Be Talking About
• Irrelevant Content • Legal PiUalls • Areas with Lack of Authority or Credibility
Topic Mapping
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Example:
Focus Sample Topics
Company Product Updates/Introduc>ons Customer Case Studies Management/Execu>ve Changes
Market Industry News Regulatory Environment Global Trade
News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade)
Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats
Topic Mapping
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Example:
Focus Sample Topics Subjects
Company Treatment Programs Clinical Professionals Execu>ve Management
Addic>on Alcohol Drugs Paren>ng Rela>onships Co-‐exis>ng/Process Addic>ons NOT Marijuana Diagnoses Private Persons
Market Industry Research Regulatory Environment Legal Issues*
News High Profile Addic>on
Data Proprietary Research
Content Sources
Gathering Your Resources • Internal
– You – Employees – Customers – Systems/Data
• External – 3rd Party Contracted/Partnership – Public Domain – News Media
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Riding The News Wave
Story Hijacking • Breaking News Now • Immediate Opportunity to Comment • Next Day: “What Does This Mean to Me” Analysis • Next Week: “What Does This Mean to the Industry” Analysis • Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention • Long-term Trending News Topic • Seasonally Recurring News Topic • Media & Audience Demand Ongoing • Regular Columns/Features/Publications in Planning
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Story Hijacking & Trend Intervention
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Story Hijacking & Trend Intervention
Break the News
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Content Lures
Keeping Audiences Coming Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports
Source: TechAffect.com
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Subscrip>on Series
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Customer Generated Content
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Content Lures
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Generating Actions
• Research what resonates • Establishment • Anti-Establishment • Make it easy to take action
– Provide Flexible Formats
– Bite/Right-Sized Information
– Eliminate Restrictions
• Make the Sharer the Hero • Ask • Reciprocate
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Distribution & Format
Content in All It’s Glory
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Maximizing Your Content
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Content Calendar
• Map out the Year – Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
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Content Calendar
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Q1 Q2 Q3 Q4
Tax Season
Summer Travel
Back to School
Holiday
Tip Series Tip Series Tip Series Tip Series
Research Report
Survey Research Report
Survey
Video Series
Graph Series
Video Series
Graph Series
Content Calendar
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Recap
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All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content
Lures • Generating Actions with Your Content
Presented to Absolute Software | May 29, 2009 © Affect Strategies
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World
Sandra Fathi President, Affect [email protected] affect.com techaffect.com
@sandrafathi Slideshare.net/sfathi
© Affect
November 5, 2014