@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Content Marketing World: Takeaways, Trends, and Tips

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Chase Howell

Digital Content Coordinator

@ChaseHowell10

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Content Marketing World

Cleveland, Ohio | Sept. 9-11, 2013

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Main Points

• Help not Hype• Be interesting• Become a journalist• Build your authorship• Brand preference is slipping• Videos are a must• Interesting statistics

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Help not Hype• Be helpful to others, don’t

boost your own brand/image• Use social media to help first,

promote company second• Help customers solve

problems in their life, not just your services

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

• Trust is the way to win business success• Be transparent, even with flaws• Worry less about selling and more about teaching

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Even if a customer doesn’t fill out the “Contact Us” form immediately, they still may be interested.

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Be Interesting

• Competition on social media is so much higher because you’re up against personal relationships

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Make things shareable• Make it quick

to share• Make it easy

to share• Make it cool

to share

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Authorship Example

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Authorship

• Google authorship elevates the writer• Who the author is could be factored into rank

– Anonymous authors not ranking as high– Set up rel=auth

• rel=pub hasn’t shown to be as effectiveSo…market your own authorship, as well as helping your client.

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Become a journalist• Write a good hook

to grab reader attention

• Provide a twist on trending news, localize a national story, nationalize a local story.

• Offer helpful, useful information

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Tell a story

Why?

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Top 6 Brands in Highest Quintile by Category

• Consumer’s preference for marketer’s brands has declined by average of -1.68% per year during past decade

Brand preference slipping

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

So….

• How do we separate our clients from the crowd and make them the preferred “brand” in their market?

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Videos are a must• 60-90 seconds and dropping• Spend the most time/money on home page

video explaining what you do, why you do it• Tell a story (documentary style possibly)

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Interesting Stats

• Consumers are 44% more likely to engage on a site if there are photos

• Consumers are 85% more likely to engage on a site if there are videos

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

A/B split testing• Consider using Optimizely

A B

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

57%

43%

% of U.S. population that owns a smartphone

Has smart-phoneIsn't with the times appar-ently

@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator

Questions?

• chase@gngf.com• @ChaseHowell10• plus.google.com/+ChaseHowell• Connect with me on LinkedIn!