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Get the Right Coverage: Your Guide to Content Marketing for
Insurance
Ahava LeibtagPresident
Aha Media Group
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@ahavaL #IMCA2014
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Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces of
content• Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published
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Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.
-The Altimeter Group (2013)
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Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
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To build an audience of 50 million
58 years
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To build an audience of 50 million
58 years
14 years
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To build an audience of 50 million
58 years
14 years
4 years
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To build an audience of 50 million
58 years
14 years
4 years
3.6 years
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To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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How does a modern marketer
cope?
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Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
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PRITUX
Executive LeadershipMarketing
Customer RelationsVisual
Design
Sales
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Podcasts
Databases
InfographicsImages Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
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Today• What is content?• What is content strategy?• What is content marketing?• What is inspiration marketing?
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WHAT IS CONTENT?
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Content is a conversation.
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TO WHOM ARE WE TALKING?
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WHO ARE WE?
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CONTENT REVEALS TO THE WORLD WHO WE
ARE.
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CONTENT IS THE CONVERSATION THAT
FUELS THE SALES PROCESS.
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Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
OpportunityCustomer
• Emails/Contacts: Not yet leads, just have entered the funnel
• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
• Prospect: Qualified but are not ready to buy (decision makers?)
• Lead: Prospects that show enough behavioral engagement that we want to call them
• Sales lead: Qualified by sales• Opportunity: Part of the active
pipeline• Customer: They have bought an
solution• Upsell and retain: Keep them
buying
Sales Funnel
Marketing
Sales
Nurturing Database
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WHAT IS CONTENT STRATEGY?
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Content Strategy:• Align with business objectives• Support users in accomplishing tasks
@ahaval #IMCA2014
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Business Goals
User Tasks
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Business Goals
User Tasks
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Business Goals
User Tasks
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Business Goals
User Tasks
The Sweet Spot
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How can we control this conversation?
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5 Questions You MUST Ask
1. To whom are we speaking?2. Who are we? (as a brand?)3. What are we trying to say?4. How do we say it?5. When and where do we say it?
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External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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Content strategy also:• Internally who is responsible for all the
different phases of content?• Plan• Create• Publish• Distribute• Analyze or Measure• Govern
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WHAT IS CONTENT MARKETING?
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Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
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Goals of content marketing
1. Attract: Create content that will draw prospects like bees to a blossoming flower
2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
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#1: Attract
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#1: Attract
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#2: Acquire
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#3: Engage or Connect
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#3: Engage or Connect
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#3: Engage or Connect
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#4: Drive Profitable Action
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Content marketing allows you to sustain the conversation.
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People buy what they trust.
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People buy what they trust.When they believe.
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Business Goals
User Tasks
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Business Goals
Passionate Solutions
User Tasks
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Who said?“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”
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Questions?Ahava LeibtagAha Media Group, [email protected]
@ahavaL @ ahavaleibtag
THANK YOU!