Get the Right Coverage: Your Guide to Content Marketing for Insurance
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Learn about content, aligning your content with business objectives and user tasks, the difference between content strategy and content marketing and how to use neuroscience to create inspiration marketing.
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Get the Right Coverage: Your Guide to Content Marketing for Insurance
- 1. Get the Right Coverage: Your Guide to Content Marketing for Insurance Ahava Leibtag President Aha Media Group
- 3. 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 @ahaval #IMCA2014 3
- 4. 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) @ahaval #IMCA2014 4
- 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahaval #IMCA2014 5
- 6. To build an audience of 50 million 58 years @ahaval #IMCA2014 6
- 7. To build an audience of 50 million 58 years 14 years @ahaval #IMCA2014 7
- 8. To build an audience of 50 million 58 years 14 years 4 years @ahaval #IMCA2014 8
- 9. To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahaval #IMCA2014 9
- 10. To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahaval #IMCA2014 10
- 12. How does a modern marketer cope? @ahaval #IMCA2014 12
- 13. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval #IMCA2014 13
- 16. @ahaval #IMCA2014 16 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
- 20. Today • What is content? • What is content strategy? • What is content marketing? • What is inspiration marketing? @ahaval #IMCA2014 20
- 21. WHAT IS CONTENT? @ahaval #IMCA2014 21
- 22. Content is a conversation. @ahaval #IMCA2014 22
- 23. TO WHOM ARE WE TALKING? @ahaval #IMCA2014 23
- 24. WHO ARE WE? @ahaval #IMCA2014 24
- 25. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahaval #IMCA2014 25
- 26. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahaval #IMCA2014 26
- 27. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • 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 MarketingSales Nurturing Database @ahaval #IMCA2014 27
- 28. WHAT IS CONTENT STRATEGY? @ahaval #IMCA2014 28
- 34. Content Strategy: • Align with business objectives • Support users in accomplishing tasks @ahaval #IMCA2014 34
- 39. How can we control this conversation? @ahaval #IMCA2014 39
- 40. 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? @ahaval #IMCA2014 40
- 41. External Messaging External 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 @ahaval #IMCA2014 41
- 50. Identity Pillars Current Identity Pillars Future Identity Pillars @ahaval #IMCA2014 50
- 52. Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP @ahaval #IMCA2014 52
- 53. Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP AFFORDABLE @ahaval #IMCA2014 53
- 54. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP @ahaval #IMCA2014 54
- 55. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE @ahaval #IMCA2014 55
- 56. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for. @ahaval #IMCA2014 56
- 57. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You 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 @ahaval #IMCA2014 57
- 58. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 58
- 59. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 59
- 60. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 60
- 61. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 61
- 65. Content strategy also: • Internally who is responsible for all the different phases of content? • Plan • Create • Publish • Distribute • Analyze or Measure • Govern @ahaval #IMCA2014 65
- 66. WHAT IS CONTENT MARKETING? @ahaval #IMCA2014 66
- 67. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval #IMCA2014 67
- 68. 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 @ahaval #IMCA2014 68
- 72. #3: Engage or Connect @ahaval #IMCA2014 72
- 73. #3: Engage or Connect @ahaval #IMCA2014 73
- 74. #3: Engage or Connect @ahaval #IMCA2014 74
- 75. #4: Drive Profitable Action @ahaval #IMCA2014 75
- 76. Content marketing allows you to sustain the conversation. @ahaval #IMCA2014 76
- 79. People buy what they trust. @ahaval #IMCA2014 79
- 80. People buy what they trust. When they believe. @ahaval #IMCA2014 80
- 90. 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.” @ahaval #IMCA2014 90
- 93. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahaval #IMCA2014 93 THANK YOU!
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