Content marketing is exploding, and major brands like General Mills, Dove, Charbroil and many more are leading the way. What are their approaches with stories, photos, videos, and other content that are getting results and what are the lessons for association executives?
In this presentation from ASAE's Great Ideas 2014 Conference, participants were shown content examples from major brands with discussion that focused on what works in connecting the audience to a brand and how brands are effectively associating themselves with stories and concepts.
From Soap to Hobbits: Content Marketing Lessons for Associations from Major Brands
1. From Soap to Hobbits:
Content Marketing Lessons for Associations
from Major Brands
Tues, March 11
9 AM
Hashtag: #ideas14 LD5
Jay Daughtry (@ChatterBachs) Frank Fortin (@FrankFortin)
Kim Howard (@KimHowardDC) Ray van Hilst (@RvanHilst)
2. #ideas14 LD5
“The balance has shifted. If you’re the buyer and
you’ve got as much information as the seller… you’re
no longer the only one who needs to be on notice. In
a world of information parity, the new guiding
principle is caveat venditor – seller beware.”
Daniel Pink
To Sell Is Human
#ideas14 LD5
5. #ideas14 LD5
Content Marketing is an umbrella
term encompassing all marketing formats that involve the creation
and sharing of content in order to attract, acquire and engage
clearly defined and understood current and potential consumer
bases with the objective of driving profitable customer action.
Content marketing subscribes to the notion that delivering
information to prospects and customers drives profitable consumer
action. Content marketing has benefits in terms of retaining reader
attention and improving brand loyalty.
6. #ideas14 LD5
Content Marketing
Examples
• White Papers
• Infographics
• Webinars
• Emails
• Fact Sheets
• Blogs
• Video
• Micro Video (Vine,Instagram, etc.)
• Social Media (Twitter, Facebook, etc.)
7. #ideas14 LD5
Content Marketing in 2014
• 92% of marketers
plan to use
content marketing
• Spending is
increasing
• http://www.marketingprofs.com/charts/2013/11759/2014-
b2b-content-marketing-benchmarks-budgets-and-trends
8. #ideas14 LD5
Content Marketing in 2014
• Staffing for Content Marketing (Director of Content)
• Content quality will grow
– Hummingbird
– Celebrity creators
• http://hub.uberflip.com/h/i/2470284-infographic-content-marketing-trends-for-2014
• http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/
• https://econsultancy.com/blog/63847-2014-the-year-content-marketing-finally-grows-up
• Google+ and Slideshare will be
essential
• Content curation will be more
important
• Conversion, not engagement
• Native advertising
28. #ideas14 LD5
Take Aways
• You don’t need an army to get it done
• Content possibilities are everywhere
• Stoke the common interest … dare I say passion?
• Video, video, video
• Different channels, different purposes
– Awareness
– Email acquisition
– Sell tickets, sponsorships, and stuff
• Experiment … and be ready to move on
31. #ideas14 LD5
Get Started
• Content Audit
– What do you have?
– Where is it?
• Identify your channels
– Where should it go?
• Institutionalize
– Get everyone on board
– Adopt the Manifesto
32. #ideas14 LD5
Content Marketer’s Manifesto
(Top 5)
#1 – I am a Marketer
– If you are creating content – even editorial – you are engaged in marketing
#2 – I hold the hottest tool for retention – Content
– Relevant content is the best way to create value
#3 – My content is aligned with the organization’s goals
– I create content that achieves my organization’s goals
#4 – I am in the influencing behavior game
– My purpose is to provide value through content to influence and drive behavior
#5 – I have an ongoing dialogue
– Content topics are driven by ongoing discussion and listening to their needs.
http://bussolati.com/manifesto/
35. #ideas14 LD5
Our “Clients”
• American Telemedicine Association
– Driving attendance to annual meeting
• The ESOP Association
– Leveraging a successful affinity program to drive member
engagement and recruit non-member ESOP companies
• NAIOP (National Association of Industrial and Office
Properties)
– Drive traffic and use of the organization’s industry related
library of articles, presentations and videos. Secondary goal of
getting people to submit articles.
36. #ideas14 LD5
Let’s Practice!!
• On your table
– Volunteer organization
– Brief bio or background
– Business problem or strategic goal
• Your Task
– Develop a content marketing plan that addresses
that need
– What is the story you’ll tell?
– How will you use all channels?
– What defines success?
– How will you measure it?
37. #ideas14 LD5
Contact Us
Jay Daughtry
Relationship Development Manager
Personify
jdaughtry@personifycorp.com
@ChatterBachs
Frank Fortin
Chief Digital Strategist and
Communications Director
Massachusetts Medical Society
ffortin@mms.org
@FrankFortin
Kim Howard
Publisher and Director of Surveys
Association of Corporate Counsel
Howard@acc.com
@KimHowardDC
Ray van Hilst
Director of Client Strategy and Marketing
Vanguard Technology
rvanhilst@vtcus.com
@RvanHilst