From Soap to Hobbits: Content Marketing Lessons for Associations from Major Brands

Tues, March 119 AMHashtag: #ideas14 LD5

Jay Daughtry (@ChatterBachs) Frank Fortin (@FrankFortin)

Kim Howard (@KimHowardDC) Ray van Hilst (@RvanHilst)

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“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 PinkTo Sell Is Human

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Individuals are now in control of when

and how they interact (and buy)

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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.

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Content MarketingExamples

• White Papers• Infographics• Webinars• Emails• Fact Sheets• Blogs• Video• Micro Video (Vine,Instagram, etc.)• Social Media (Twitter, Facebook, etc.)

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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

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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

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Dove Real Beauty Sketches

View Online: http://www.youtube.com/watch?v=XpaOjMXyJGk

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Wheaties and Blippar

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The Kingsmen and the Green Giant

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Motorola Solutions- HC1

View Online: http://www.youtube.com/watch?v=sf5zxX1I05g

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View Online: http://www.pinterest.com/motosolutions/hc1-headset-computer/

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Air New Zealand Hobbit Safety Briefing

View Online: http://youtu.be/cBlRbrB_Gnc

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Charbroil

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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

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Content Marketing for Associations

• Industry News• Press Releases• Magazine Articles• Videos• Education• Blogs• Newsletters• Microsites

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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

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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/

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Content Pyramid

Social Media

Blog Posts

News Articles

Features

Evergreen ContentFormal

Informal Right Now

3 Years from Now

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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.

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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?

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Contact Us

Jay DaughtryRelationship Development

ManagerPersonifyjdaughtry@personifycorp.com@ChatterBachs

Frank FortinChief Digital Strategist and

Communications DirectorMassachusetts Medical Societyffortin@mms.org@FrankFortin

Kim HowardPublisher and Director of SurveysAssociation of Corporate CounselHoward@acc.com@KimHowardDC

Ray van HilstDirector of Client Strategy and

MarketingVanguard Technologyrvanhilst@vtcus.com@RvanHilst