6 Ways #FinServ Can (& Should) Master Content Marketing

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6 ways FinServ can (& should)Master Content Marketing

Presented by:

Phil Laboon, ClearSky SEOLoic Jeanjean, Advisor Websites


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FREE WHITE PAPER

Add white paper slide


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SPEAKERS

Phil LaboonPresident/CEOClearSky SEO

Loic JeanjeanDirector of Sales & MarketingAdvisorwebsites.com


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CONSUMER BEHAVIOR IS CHANGING

% OF PEOPLE WHO SKIP TV ADS

% OF DIRECT MAIL NEVER OPENED

86 44


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GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO INTERNET SEARCH

91


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WHAT ARE THEY LOOKING FOR ONLINE?

68% spend time reading content from a brand they are interested in. [The CMA]

68%


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A SIMPLE MODEL FOR SUCCESS

Traffic Conversion Measurement


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AGENDA

What is content marketing?

Targeting your ideal client

Master content marketing in 6 steps

Articles, Q&A, video, podcasts, images/infographic, slidesharing

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SEARCH ENGINE TRAFFIC


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SEARCH ENGINE OPTIMIZATION


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WHAT IS CONTENT MARKETING?

Creating and distributing relevant and valuable content to attract,

acquire, and engage a clearly defined and understood target audience –

with the objective of driving profitable customer action.

“


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LIKE WHAT?

Infographics

Whitepapers

Videos Slide Shows

06


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STEP #1:ID YOUR IDEAL CLIENT


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WHO DO YOU WANT TO WORK WITH?


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DEVELOP YOUR CLIENT PERSONAS


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STEP #2:CREATE VALUABLE CONTENT


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Jeff uses his blog to answer frequently asked questions


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Here we see

Retirement Jock:

ranked number 2

All these companies

pay for results


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CREATE AN EBOOK

Wealthy Doctor Guide: Ten Financial Planning Strategies Every Physician Needs to Know

A step by step guide for powerful financial planning

• Will I outlive my Assets?• Can I afford to Retire?• Can I maintain My Standard Of Living?

Wealthy Doctor Financial Planning Guide

A step by step guide for powerful financial planning

Description Cover of e-book Form


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WANT TO CREATE YOUR OWN CONTENT?


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QUALITY

QUANTITY


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STEP #3:MAKE A


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EDITORIAL CALENDAR

Date Topic

Friday, February 7 Saving for college

Thursday, March 13 3 tips for retiring couples

Tuesday, April 1 What are annuities?

Wednesday, May 1

Thursday, June 19


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STEP #4:SHARE IT


ALLOW READERS TO SHARE IT


Social sharing quick tips Add social sharing buttons to content Include a quick description and link Post regularly to keep readers engaged Allow and encourage friends & followers to share your

content Ask for feedback


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STEP #5:CONVERT


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Clear call to action

Schedule a consultation

Phone number is on every

page an easy to find

Professional photo, simple clear message

Simple introduction

to firm


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STEP #6:TRACK YOUR PERFORMANCE


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Dec 2012 Jan 2013WEBSITE TRAFFIC 3135 4455

PROSPECTS

Requests for meeting 11 20

White Paper 1 9 19

White paper 2 7 32

Newsletter sign-ups 1 2

Total Leads 28 73

THINGS TO MEASURE ON EVERY SITE


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ADVISOR WEBSITES + CLEARSKY SEO

Welcome to the Big Leagues! We help you win online:

you’ll be found, convert prospect into clients and see your success.

Our clients love the platform we scored 9.6/10 for customer support

We’re great and getting better: we’re always adding new features

We make it easy

Experience working with advisors

Customized for the financial industry

Emphasis on your local market

Designed with your busy schedule in mind


Thank you!

6 Ways #FinServ Can (& Should) Master Content Marketing

Economy & Finance

Transcript of 6 Ways #FinServ Can (& Should) Master Content Marketing