This document discusses content marketing strategies for student unions. It defines content marketing as communicating without selling by delivering valuable information to customers and prospects. The key is providing consistent, useful content that rewards the business with loyalty. However, student unions often focus more on self-promotion than what students want. The document suggests unions create content based on problems students face and topics of interest, like choosing housing or appealing grades. It provides examples of effective content types and emphasizes reusing content and being passionate to inspire students.

1. CONTENT MARKETING
let's do it better
Jo Walters ~ @jowalters
#sucomms ~ #su14

2. I have a
confession
I'm not very
good at using
content marketing
HELLOMY NAME IS
Jo

3. I have an
excuse
Being bad
at it is
sort of easierHELLOMY NAME IS
Jo

4. What is content marketing?
Basically, content marketing is the art of communicating
with your customers and prospects without selling.
It is non-interruption marketing.
Instead of pitching your products or services, you are
deliveringinformationthatmakesyourbuyermoreintelligent.
The essence of this content strategy is the belief that
if we, as businesses, deliver consistent, ongoing valuable
information to buyers, they ultimately reward us
with their business and loyalty.
Content MarketingInstitute

5. Permission
Useful
Relevant to
students
Interruption
Promotional
Focused
on us

6. Interruption
Promotional
Focused
on us
The problem is that this
stuff feels easier or is
what colleagues ask for

7. What
students
want
What
we
want
The
sweet
spot

8. Content
marketing
by unions

9. Not
content
marketing
Hi. Let me tell you
about how good
we are
oi you do this
COME TO OUR BAR
Me me me
me me me

10. This next bit is
stolenwithpermission
from Kelvin Newman
Kelvin organises
this FREE event
you should go to

11. Visual
articles
AMSTERDAM: ON YER BIKE
EASYJET FLIGHTS
HTTP://VISUAL.LY/AMSTERDAM-YER-BIKE

12. Cheat
sheets
KITCHEN CHEAT SHEET
WWW.EVEREST.CO.UK/PRODUCTS
/KITCHENS/KITCHEN-CHEAT-SHEET/

13. Flow
charts
SHOULD YOUR BUSINESS BE ON PINTEREST?
INTUIT
BLOG.INTUIT.COM/TRENDS/SHOULD-YOUR
-BUSINESS-BE-ON-PINTEREST-INFOGRAPHIC

14. Data
AIRBNB’S GLOBAL GROWTH
AIRBNB
WWW.AIRBNB.CO.UK/GLOBAL-GROWTH
Polls & surveys
can form the basis
of other content too

15. Comparisons
SERIF VS SANS – THE FINAL BATTLE
URBAN FONTS
WWW.URBANFONTS.COM/BLOG/2013/02
/SERIF-VS-SANS-THE-FINAL-BATTLE/

16. FAQs &
resources
ebooks podcasts
blogs quizzes interactive
offlineanimationvideo

18. Good content is shareable too
Source: slideshare.net/Upworthy/the-sweet-science-of-virality
but you can help it out...
Watch this

19. What
students
want
What
we
want
The
sweet
spot

20. What
problems
do students
have?
What
we
know
or do
Being
awesome,
content
marketing-ly
Use personas

21. Content
ideas
Choosing
housemates
Can I appeal
my marks?
Which society
should I join?
Revising
What difference has
the Union made for me?
Recipe ideas
Top 10 places to
visit in our city Cheap ways
to be healthy

22. Don't
forget...
Reuse & repurpose
your content
Be passionate
Inform, entertain,
inspire and/or delight
Be authoritative
Monitor & adapt
People won't share
things that make
them look bad
Experiment

23. THEM YOU
not
Remember...

26. http://bit.ly/examsflashmob

28. More
INFO
@jowalters
#sucomms
joannawalters.co.uk