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Content Marketing Strategy: How to Engage & Attract Customers

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Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009
Sandra Fathi • President, Affect • PRSA Tri-­‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology Sec>on
Affect Technology Healthcare Professional Services
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 4
Something to Talk About 5
-­‐-­‐-­‐ 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: 6 Addicts Parents Psychologists Therapists Addic>on Specialists Educators -­‐-­‐-­‐ Facebook TwiIer Addic>on Forums Blogs Helping Others Resources Educa>ng the Community
Topic Mapping 7 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 8 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 9 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 10
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 11
Story Hijacking & Trend Intervention 12
Story Hijacking & Trend Intervention Break the News 13
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 14
Subscrip>on Series 15
Customer Generated Content 16
Content Lures 17
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 18
Distribution & Format Content in All It’s Glory 19
Maximizing Your Content 20
Content Calendar • Map out the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 21
Content Calendar 22 Q1 Q2 Q3 Q4 Tax Summer Back to Season Travel School Holiday Tip Series Tip Series Tip Series Tip Series Research Survey Research Survey Report Report Video Series Graph Series Video Series Graph Series
Content Calendar 23
Recap 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 24
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009

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Content Marketing Strategy: How to Engage & Attract Customers

  • 1. Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009
  • 2. Sandra Fathi • President, Affect • PRSA Tri-­‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology Sec>on
  • 3. Affect Technology Healthcare Professional Services
  • 4. 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 4
  • 6. -­‐-­‐-­‐ 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: 6 Addicts Parents Psychologists Therapists Addic>on Specialists Educators -­‐-­‐-­‐ Facebook TwiIer Addic>on Forums Blogs Helping Others Resources Educa>ng the Community
  • 7. Topic Mapping 7 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
  • 8. Topic Mapping 8 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
  • 9. Topic Mapping 9 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
  • 10. Content Sources Gathering Your Resources • Internal – You – Employees – Customers – Systems/Data • External – 3rd Party Contracted/Partnership – Public Domain – News Media 10
  • 11. 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 11
  • 12. Story Hijacking & Trend Intervention 12
  • 13. Story Hijacking & Trend Intervention Break the News 13
  • 14. 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 14
  • 18. 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 18
  • 19. Distribution & Format Content in All It’s Glory 19
  • 21. Content Calendar • Map out the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 21
  • 22. Content Calendar 22 Q1 Q2 Q3 Q4 Tax Summer Back to Season Travel School Holiday Tip Series Tip Series Tip Series Tip Series Research Survey Research Survey Report Report Video Series Graph Series Video Series Graph Series
  • 24. Recap 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 24
  • 25. Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009