content marketing - glynndevins...• knowing what content is effective, and what isn’t •...

CONTENT MARKETING:LEVERAGING YOUR BRAND MESSAGE WITH TECHNOLOGY

glynndevins.com

PRESENTING TO:

POLLHow many of you have

a content strategy in place?

Gartner predicts,

“By 2020, customers will manage 85% of their

relationship with the enterprise without interacting

with a human.”

Branding, traditional media & consumer behaviorExample: Dove’s Love Your Curls Campaign

Why should my organization care?

Source: PEW Internet & American Life Project

Challenges/Opportunities faced by today’s marketers

• Better understanding of audience

• Knowing what content is effective, and what isn’t

• Creating more variety of content

• Creating more visual content

• Finding more ways to repurpose content

• Creating engaging/higher-quality content

• Optimizing content

• Better website conversion

Source: Content Marketing Institute

The 5 crucial steps of Content Marketing

1. DEVELOP A STRATEGY

2. IDENTIFY CONTENT

3. GATHER & GENERATE CONTENT

4. ORGANIZE, PLAN,PROMOTE & ENGAGE

5. TEST & ANALYZE

The Terraces of Texas

Goal:Be known for Quality Health Care & Community Resource.

Community Needs:Fill vacant AL units.

User Persona:

Define your consumer — understand their needs.

Meet Betty Sue

Matching community needs with

customer needs will give content a

Strategic Direction

Focus your content

into relevant “buckets”

How do we cater to the audience’s needs?

What does content look like?

Different types of content

Content Discovery

Conduct interviews Distribute content

Develop

stories + ideas

Formulate

a plan

Internal Subject Matter Experts (SMEs)

Find the experts in your community

News/trends in

senior living

Dining Wellness/

fitness

Spirituality

Lifelong learning

Aging

Successfully

Overall health

Socializing

Benevolence

funds

Ideation

POLLDo you have anyone on your team

responsible for content generation?

Content Marketing Team

Co-Create with Your Audience

Senior Living Customer Journey

Organize your web content

Determine the best way

to stay in touch.

Efficiently Managing Content

Sample content

Sample content

Sample content

Sample content

Sample content

Promotional

Strategies

Content Promotion Channels

Paid media

Owned media (self-created, system-wide)

Earned media

Channel Synchronization

Content Engagement Opportunities

Content Engagement Opportunities

RepurposingThe process of transforming one type of content

into an alternative use to add value

How did your audience engage?

Opened three

emails

Followed

community’s blog and

shared a link with

siblings

Read content

on a website

Became a

Facebook fan

Attended event

for ACIs from

email invitation

Content generation can be compared to

building a fire

Continually replenish wood

(content) to keep the fire bright

(improve awareness)

Neglecting to add wood (content)

will cause the fire to diminish

(fading awareness)

Best Practices

• Know your audience

• Have a plan

• Quality over quantity

• Integrate old with new

• Focus on storytelling

• Utilize multiple platforms

• Implement metrics process

CONTENT MARKETING:LEVERAGING YOUR BRAND MESSAGE WITH TECHNOLOGY

glynndevins.com

PRESENTING TO: