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Visual Content Marketing in Edu

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Visual Content Marketing in Edu

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Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.

Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.

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Visual Content Marketing in Edu

  1. 1. Matt Cooper CEO Visual.ly @matt_cooper Premium Visual Content #inEDU16
  2. 2. 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
  3. 3. • 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
  4. 4. 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/,
  5. 5. 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/,
  6. 6. Don’t give them 4, give them 2+2 Andrew 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/
  7. 7. Agenda • What is content marketing? • Free advice – 3 tips • Case study: Emory University • Closing thoughts #inEDU16
  8. 8. What is content marketing? #inEDU16
  9. 9. 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: Content Marketing Institute #inEDU16
  10. 10. 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: Content Marketing Institute #inEDU16
  11. 11. 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: Content Marketing Institute #inEDU16
  12. 12. 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: Content Marketing Institute #inEDU16
  13. 13. Sooner or later, everything old is new again. Stephen King #inEDU16
  14. 14. TIP #1 Use every part of the buffalo #inEDU16
  15. 15. “One and Done” is a waste Great Story, Data Great Whitepaper #inEDU16
  16. 16. Derivative content leverages the storyline Whitepaper Infographic Interactive Microcontent Video Great Story = Lots of Great Content #inEDU16
  17. 17. 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
  18. 18. 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
  19. 19. Example: Cisco’s launch of cBR-8
  20. 20. Example: Cisco’s launch of cBR-8 https://vine.co/v/eK6dzV2WBpLhttps://vine.co/v/eqa0a9Od13t
  21. 21. Framework example: Our Survey Campaign Original survey research + written guide bit.ly/1Nsb96L Infographic 4 blog posts Linkedin post Medium post + + PR push → 10 stories - 5 pieces of micro content - Webinar - Video of webinar - Slideshare #inEDU16
  22. 22. TIP #2 Know your audience #inEDU16
  23. 23. • Who are they? • What are their problems? • Where can you bring value? • Personas 101 Personas 101 #inEDU16
  24. 24. • 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 #inEDU16
  25. 25. • 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
  26. 26. 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
  27. 27. TIP #3 Ready, Fire, Aim #inEDU16
  28. 28. The evolution of content marketing What is content marketing? I should do more content marketing Is content marketing working?
  29. 29. • 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
  30. 30. • 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
  31. 31. • 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
  32. 32. 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 #inEDU16
  33. 33. • 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 Advocacy Twitter Facebook LinkedIn Blog Gated Content Partners Slideshare PR/Media
  34. 34. • You know your: • Personas • Topics • Buyer journey • Channels • Formats • Now lay out your calendar Pull it all together into your calendar Persona 1 Theme Topics Channels Format 1Q 2016 2Q 2017 3Q 2018 4Q 2015 #inEDU16
  35. 35. Case Study Emory University Goizueta Business School #inEDU16
  36. 36. Angela Lee Bostick CMO, Emory University & Goizueta Business School @LikeABostick #inEDU16 Content Marketing & the Changing Landscape of Higher Ed Marketing
  37. 37. • 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
  38. 38. • 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) Prospects can’t always experience “what makes us great” #inEDU16
  39. 39. Question at Hand How do we authentically and compellingly communicate what makes us great?Q: “Give them Content that Shows, Not Tells”A: #inEDU16
  40. 40. Content Can Do Many Things… #inEDU16
  41. 41. But It Should Always… Make you want more! #inEDU16
  42. 42. Content as “Informant” #inEDU16
  43. 43. 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
  44. 44. To PERSONALIZING… Career ACCELERATOR #inEDU16
  45. 45. To PERSONALIZING… Career SWITCHER #inEDU16
  46. 46. To PERSONALIZING… Career BALANCER #inEDU16
  47. 47. 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
  48. 48. 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
  49. 49. Be the “Bowtie”, Not the “Bullhorn” Bring audiences (and communication) together in a common place to digest visually and share organically #inEDU16
  50. 50. 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
  51. 51. 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
  52. 52. Go from Copy To (Shareable) Content
  53. 53. Provide a Pretty Home: Goizueta Social Index
  54. 54. 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
  55. 55. Thank You! @matt_cooper @LikeABostick #inEDU16

Notas del editor

  • Uri Hassan of Princeton published a paper that showed when different parts of the speaker’s brain lights up, the same regions light up in the audience
  • It is the effective combination of created, curated and syndicated content.
  • Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs.
  • When you talk with doubters, it’s important to point out that this is not new. John Deere is one of the best early examples - The Furrow was about giving helpful advice to struggling farmers, not selling plows. But it built brand and ended up selling a lot of plows. Jello did recipe books -- not about the benefits of jello, but a helpful guide for mothers looking to keep their family fed and happy. Lego’s Brick Kicks was all about the power users -- helping them share knowledge and tips.
  • Derivative content is essential to getting the most leverage you can.

    Otherwise you’re eating the filet and throwing everything else away.
  • Mobile digital media time in the US is now significantly higher from 2014 at 51% compared to desktop (42%).
    Short-form derivative content is ideal for the first engagement
    Give them a compelling reason to click through to the tent-pole piece
  • This is the long-form content -- very detailed, somewhat dry
  • Using every part of the buffalo yielded three times as many leads (and way more exposure). We were also able to use data from this research to improve our sales deck. From an ROI perspective, we spent $6000 on the research and report, and we were able to triple its impact for another $4000. [DOES THIS NEED ITS OWN SLIDE?]

  • Our target customers
    Content marketing, product marketing, social marketing, PR/communications
    Skews toward the enterprise (50%) and mid-market (35%)
    40% tech, 30% media/marketing/advert, 15% financial
    Which of their problems did we solve?
    We create visual content to marketers scale
    We are NOT USA Today
    We did not help our target audience
  • Note: This is just one way of looking at it. For example, webinars could totally be early funnel if they’re about broader topics and not product specific or not meant to be exclusive. This point leads into the next slide.
  • You know your audience, what they want/need/desire, you’ve defined your goals, you understand how your customers go through the purchasing process -- now you map your content to the personas, journey and channels.

    You would have one of these for each persona or customer segment. Not every channel will make sense for every business or customer type, but the goal of this matrix is to get you thinking about the combinations of stage and channel and start to optimize which intersections are most effective.
  • Content can Inform
    Content can Persuade
    Content can Engage

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