Bret L. Simmons, Ph.D.UNR College of Businesswww.bretlsimmons.com

Content and Inbound Marketing

Social Media Panel DiscussionThursday, May 13, 6pmWells Fargo Auditorium UNR Knowledge Center

Free/Open to Public

April 20 Start

http://smart.unr.edu/

What did you do today?

What Is Your Goal?

Growth

Customers

Remarkable

Cycle of Success

Service Climate

EmployeePerformance

Customer Loyalty

Salanova, et al. 2005

StrategyOperation

sTactics

Intent and Design

ListenRespond

Learn

Suppliers Employees Customers

Behavior

Permission

Conversational marketing success is only possible when your genuine participation - not motivated by marketing goals - earns your audience’s permission to share information that is.

Jason Falls

Content Marketing

• Content: Creating information that meets your customers’ needs

• Marketing: distributing and promoting that information to a targeted group of people.

Joe Pulizzi

Joe Pullizi

Inbound Marketing

• Change of mind • Relational capacity• Remarkable content• Get found

Halligan and Shah (2010)

Engagement Matrix: Tom Webster

Blogging Strategy• Empower all your employees to blog in an

environment where you manage content flow

• Ask your customers for posts and pictures of their experience with your business

• Flow that content into keyword targeted blogs

• Inform your customers when the blog is posted and provide the links

• Feed relevant content to Twitter and Facebook

• Repeat often.Chris Baggott

Digital Passport• Show me your RSS reader• What blogs do you read?• Do you rank first for your name in

Google?• Show me your delicious• Show me your blog• Show me your Facebook, LinkedIn,

and Twitter. How often do you update these?

• Show me your YouTube channel Halligan and Shah (2010)

Examples• David Lawrence Center• Hubspot• River Pools and Spa• Modative• Guy Farmer• Dream2Clean• Alice Heiman• Patagonia• Creative Coverings

Questions?