Matt CooperCEO

Visual.ly@matt_cooper

Premium Visual Content

#inEDU16

Did you know… The average human attention

span in 2000 was 12 seconds, and by 2013 it was 8 seconds.That puts us one second shorter than a goldfish.  

#inEDU16

• Premium visual content• On-demand access to the

best designers, content strategists in the world

• Acquired by ScribbleLive in Jan 2016

• Content marketing software• Strategy, insights/ analytics,

planning, publishing, live blogging, social, SEO

#inEDU16

Visual content is more effective

• Infographics are liked and shared on social media 3X more than other any other type of content

• Content with a relevant image gets 94% more views

• When people hear information paired with an image, retention 3 days later goes from 10% to 65%

• Colored visuals increase willingness to read content by 80%

• Shoppers who view video are 1.81X more likely to purchase than non-viewers

• Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%

Sources: http://www.office.xerox.com/latest/COLFS-02UA.PDF, http://www.lifelearn.com/2015/05/12/why-infographics-work/, https://blog.kissmetrics.com/visual-content-you-need-to-use-in-your-marketing-campaign/, https://blogs.adobe.com/digitalmarketing/search-marketing/seo-for-success-in-video-marketing/, http://www.massplanner.com/10-types-of-visual-content-to-use-in-your-content-marketing/,

Visual content is more effective

Infographics are Liked and shared on social media 3X more than other any other

type of content

Content with a relevant image gets

94% more views

When people hear information paired with an

image, retention 3 days later goes from 10% to 65%

Sources: http://www.office.xerox.com/latest/COLFS-02UA.PDF, http://www.lifelearn.com/2015/05/12/why-infographics-work/, https://blog.kissmetrics.com/visual-content-you-need-to-use-in-your-marketing-campaign/, https://blogs.adobe.com/digitalmarketing/search-marketing/seo-for-success-in-video-marketing/, http://www.massplanner.com/10-types-of-visual-content-to-use-in-your-content-marketing/,

Don’t give them 4, give them 2+2Andrew Stanton, Pixar

• Stories synchronize our brains• Studies have shown that storytelling improves

engagement, retention and the perception of the storyteller

• 92% of consumers want brands to tell stories

Storytelling is more effective

Source: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2922522/

Agenda• What is content marketing?• Free advice – 3 tips• Case study: Emory University• Closing thoughts

#inEDU16

What is content marketing?

#inEDU16

The marketing and business practice for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood customer audience – with the objective of driving profitable customer action.

Content Marketing: The Formal Definition

Source:ContentMarketingInstitute

#inEDU16

Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.

Content Marketing: The Elevator Pitch

Source:ContentMarketingInstitute

#inEDU16

Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.

Content Marketing: For Practitioners

Source:ContentMarketingInstitute

#inEDU16

Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.

Content Marketing: For Non-Believers

Source:ContentMarketingInstitute

#inEDU16

Sooner or later, everything old is new again.Stephen King

#inEDU16

TIP #1

Use every part of the buffalo

#inEDU16

“One and Done” is a waste

Great Story, Data

Great Whitepaper

#inEDU16

Derivative content leverages the storyline

Whitepaper Infographic Interactive Microcontent Video

Great Story = Lots of Great Content

#inEDU16

Tent-Pole versus Derivative Content

Tent-Pole = the steak• Longer form, deeper engagement

• More time/commitment to produce

• More time/commitment to consume

• Client investment means it has to deliver a LOT of value

Derivative = the parts• Shorter form for different

channels —cast a wider net

• Efficient to produce

• Taste test for your targets – are they interested in learning more?

#inEDU16

Mobile and social are where you will first engage

• Mobile engagement is strong and growing

• Short-form derivative content is ideal for the first engagement

• Give them a compelling reason to click through to the tent-pole piece

#inEDU16

Example: Cisco’s launch of cBR-8

Example: Cisco’s launch of cBR-8

https://vine.co/v/eK6dzV2WBpL https://vine.co/v/eqa0a9Od13t

Framework example: Our Survey Campaign

Original survey research + written

guide

bit.ly/1Nsb96L

Infographic 4 blog postsLinkedin postMedium post+ +

PR push → 10 stories- 5 pieces of micro content- Webinar - Video of webinar- Slideshare

#inEDU16

TIP#2Know your audience

#inEDU16

• Who are they?• What are their problems?• Where can you bring value?• Personas 101

Personas 101

#inEDU16

• Mass incarceration video• 1.5 million views• 5,000+ comments on social• Not our target customers• Not solving our clients’ problems

How to get it wrong

https://youtu.be/NaPBcUUqbew #inEDU1

6

• We know our target market has a problem

• Content marketing takes a lot of work

• Everyone is scrambling to stay afloat

• We think this will help

How to get it right

#inEDU16

Topic

• What do your personas care about?

• Where do you have brand equity?

• What do your competitors talk about?

Channel

• Where do your personas go for information?

Format

• What format is best for that channel?

Who is saying what (and who cares about it)

#inEDU16

TIP #3

Ready, Fire, Aim

#inEDU16

The evolution of content marketing

What is content

marketing?

I should do more content

marketing

Is content marketing working?

• Step 1 is the personas – see above

• Don’t go crazy – simple is better

• It should be a reference point for all of your content

You need a plan

#inEDU16

• Conversion?

• That would be great, but it’s a second-order effect

• Goal is to

• Add value

• Build a relationship

• Your KPIs should reflect these goals

• Conversion in content marketing is a cumulative effort

Step 2: Define (and remember) your goal

#inEDU16

• 67% of the buyer’s journey is now done digitally

• This is a simple framework we like

• Awareness > Consideration > Conversion > Loyalty > Advocacy

• Fits most, but you should define your own

Step 3: Map the Buyer Journey

#inEDU16

What is most valuable when?

Early Funnel: Inform and orient- Social Media- Blogs- eGuides

Deep Funnel: Convince and convert- White papers- Case studies- Product demos

Retain and grow: Insider’s edge- Customer-only content- Events and roundtables- Webinars- Sharable content #inEDU1

6

• Take your theme/narrative and map it to the ideal channel and stage

• Not every box needs to be filled in – should be unique to the story you are telling

Step 4: Aligning channels, content with the journey

Persona#1 Awareness Consideration Conversion Loyalty AdvocacyTwitterFacebookLinkedInBlogGatedContentPartnersSlidesharePR/Media

• You know your:• Personas• Topics• Buyer journey• Channels• Formats

• Now lay out your calendar

Pull it all together into your calendar

Persona1 Theme Topics Channels Format

1Q2016

2Q2017

3Q2018

4Q2015

#inEDU16

CaseStudyEmory University Goizueta Business School

#inEDU16

Angela Lee BostickCMO, Emory University &Goizueta Business School

@LikeABostick

#inEDU16

Content Marketing & the ChangingLandscape of Higher Ed Marketing

• Smallest of the top 20 business schools• Located in the dynamic marketplace of

Atlanta, GA• Ideal environment for “high achieving

millennials”• Known for intimate learning community

and engaging programs

Who We Are (And Why You Should Care)

#inEDU16

• Small budgets (and team) to execute marketing

• Many programs to promote - 5 MBAs, BBA, PhD, Exec Ed & Masters

• Excellence in a wide range of topics but limited awareness

Our Communications Challenge(s)

Prospectscan’talwaysexperience“whatmakesusgreat”

#inEDU16

Question at Hand

How do we authentically and compellingly communicate what makes us great?Q:

“Give them Content that Shows, Not Tells”A:

#inEDU16

Content Can Do Many Things…

#inEDU16

But It Should Always…

Make you want more!

#inEDU16

Content as “Informant”

#inEDU16

Taking Our Evening MBA From Understanding…

• Closely mirrors a FTMBA on “opportunities and options”

• Access to same faculty, clubs and global learning

• Inclusion 20+ concentrations, 60+ electives and even OCR

• 25+ FAQs on website, 80 unique program pages

• Attracts multiple “personas” to its flexible format

#1 question is “how will it work…..FOR ME?”#inEDU16

To PERSONALIZING…

Career ACCELERATOR

#inEDU16

To PERSONALIZING…

Career SWITCHER

#inEDU16

To PERSONALIZING…

Career BALANCER

#inEDU16

Is Personal Content Really Better?

• Top 5 most viewed page, 5x growth in 3 mths• #1 downloaded content• Most referenced in interviews, applications• Dramatically reduced questions

#inEDU16

Content as “Engager”

You KNOW what should be said to your prospects…..

But do THEY want to hear it? And do they want it from YOU?

#inEDU16

Be the “Bowtie”, Not the “Bullhorn”

Bring audiences (and communication) together in a common place to digest visually and share organically

#inEDU16

Be the “Bowtie”, Not the “Bullhorn”

A valuable curated content home needs two things:1. A (brief) hashtag Strategy 2. A (visual) home for content

Prospects Community

Common Place of Curated Content

#inEDU16

Build A Memorable Tag Strategy: #GoizuetaKnows

• Used limited (3) hashtags• Ensured heterogeneity across topics, homogeneity

in hashtags• Aligned existing content to topics & tags• Parsed out large-scale pieces into digestible

content • Disseminate content in sharable format

#inEDU16

Go from Copy To (Shareable) Content

Provide a Pretty Home: Goizueta Social Index

Is Sharable Content Really Shared?

• Highest engagement for faculty content• Tagging schools and research topics adds eyeballs• Casual way for new faculty to “brag” on their

placement• Easy for media to see your expanded scale, skill• Visual way for prospects to learn our (growing)

distinctions

#inEDU16

Thank You!

@matt_cooper@LikeABostick

#inEDU16