it's all about the content - aba marketing & retail banking conference
DESCRIPTION
Slides for Content Marketing panel at the 2014 ABA Marketing & Retail Banking Conference. @ABAMktgRetail #ABAhixTRANSCRIPT
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It's All About the ContentAmy Delaney, Pacific Continental Bank, Oregon
Diane Hicks, Community Bank of the Chesapeake, Maryland
Joann Marsili, Fidelity Deposit and Discount Bank, Pennsylvania
Kevin Wilderman, North Shore Bank, Wisconsin
Kristin Brandt, Sundin Associates, Massachusetts
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#ABAHiX
It's All About the Content
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#ABAHiX
It's All About the Content
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#ABAHiX
It's All About the Content
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#ABAHiX
It's All About the Content
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#ABAHiX
It's All About the Content
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#ABAHiX
What is Content Marketing
What is Content Marketing? The Content Marketing Institut
“a marketing technique of creating and distributing valuable, relevant and consistent content to
attract and acquire a clearlydefined audience - with the
objective of driving profitablecustomer action.”
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#ABAHiX
What is Content Marketing
• Articles
• How to’s
• Newsletters
• Seminars
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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Share Your Story
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Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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Share Your Story
• About
• Favorite Moments
• Challenges
• Upcoming Events
• How to get involved
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
![Page 28: It's all about the content - ABA Marketing & Retail Banking Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051818/54c0f6574a79594f6f8b458a/html5/thumbnails/28.jpg)
#ABAHiX
Share Your Story
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#ABAHiX
Share Your Story
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#ABAHiX
Making the Case for Content
You
want
to do
what?
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Choosing Your Channels
W
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#ABAHiX
Managing the Process
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#ABAHiX
Creating the Content
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Defining and Measuring Success
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Barriers to Success
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What’s Next?
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#ABAHiX
Recommendations
Know your audienceand how to reach them.
![Page 38: It's all about the content - ABA Marketing & Retail Banking Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051818/54c0f6574a79594f6f8b458a/html5/thumbnails/38.jpg)
#ABAHiX
Recommendations
Leverage existing relationshipsto create content.
![Page 39: It's all about the content - ABA Marketing & Retail Banking Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051818/54c0f6574a79594f6f8b458a/html5/thumbnails/39.jpg)
#ABAHiX
Recommendations
Find and engagebrand advocates.
![Page 40: It's all about the content - ABA Marketing & Retail Banking Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051818/54c0f6574a79594f6f8b458a/html5/thumbnails/40.jpg)
#ABAHiX
Recommendations
Repurpose contentthroughout available
channels.
![Page 41: It's all about the content - ABA Marketing & Retail Banking Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051818/54c0f6574a79594f6f8b458a/html5/thumbnails/41.jpg)
#ABAHiX
Recommendations
Find the right contentsource mix.
![Page 42: It's all about the content - ABA Marketing & Retail Banking Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051818/54c0f6574a79594f6f8b458a/html5/thumbnails/42.jpg)
#ABAHiX
Recommendations
Know your audience and how to reach them.
Leverage existing relationships to create content.
Find and engage brand advocates.
Repurpose content throughout available channels.
Find the right content source mix.