Content Marketing upcea
35
Launching a Content Marketing Strategy in Support of Lifelong Learning
-
Upload
lavilla-capener -
Category
Documents
-
view
74 -
download
0
Transcript of Content Marketing upcea
Launching a Content Marketing
Strategy in Support of Lifelong
Learning
Agenda
Introductions
Planning and Systems
Editorial Planning
Social Media
Discussion
About Us
Lavilla Capener
• 608-890-3003
• @lavillac
David Giroux
• 608-890-1031
• @davegiroux
Dean Robbins
• 608-890-2982
• @deanrobbins
Maria Sadowski
• 608-890-0199
• @mariainmadison
Content Marketing Is…
“…a Strategy of producing and publishing information that builds trust and authority among your ideal customers…a way to build relationships and community, so people feel loyal to you and your brand. It is a strategy for becoming recognized as a thought leader.” – Quicksprout.com
“…a Process for 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...” - Joe Pulizzi
“Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” - Joe Pulizzi
Creating A Plan
• Purpose, Definitions
• Fit with organization’s
broader goal
• Audiences: Who?
• Objectives: Why?
• Content: What's our
story?
• Platforms: Where will
we publish?
• Promotion: How will
people find us?
Plan: Audiences
Primary: lifelong learners, nontraditional students interested in
personal enrichment
Primary: career strivers focused on professional development and
practical skills
Secondary: opinion leaders, donors, legislators, and higher-ed audiences, interested in educational outcomes
Secondary: UW-Madison faculty, staff, and students, and alumni
Plan: Objectives
Awareness
• Impressions
• Web analytics
• Followers
• Mentions
• Media placements
Engagement
• Clicks
• Likes, Favorites
• Comments, shares, re-tweets
Leads
• Subscriptions
• Opt-in’s
• Requests
Conversion
• Audiences become learners
Plan: Content categories
Success Stories
• Learners
• Employers
Mini Lessons
• 2-min Lectures
• Interactives
News
• Announcements
• Accomplishments
• ICYMI
Perspectives
• Editorial
• Commentary on other stories
• White papers
Platforms
Content Systems
Synchronizes with
WordPress dashboard
Coschedule.com
CoSchedule
Social posts tied
to publication
date/time
Content: Success Stories
“I took the beginners’ course in writing
a novel with Christine DeSmet, and
that made all the difference in the
world. Her advice and guidance was
spot-on.”
--Novelist Nick Chiarkas
Content: Covering an Event
“The Odyssey Project gave me a hope that
was long lost within me. It gave me light to
illuminate my past, and it expanded my
mind.”
--Sahira Rocillo Ramírez
Content: Photo Gallery
Content: Previews
Sharing knowledge should be the
aim of any educational institution,
and it is to UW-Madison’s credit that
it has chosen to share its resources
with the greater community.”
--Elliott Puckette, UW-Madison
freshman
Content: Previews
“The suffering I’ve seen
in my family is what
motivates me in a lot of
the work I do.”
--Beth Fahlberg
Content:
Thought
Leadership
Content: Videos
Content: Mini-Lessons
Content: Interactive Quiz
Content: Media Coverage
Content: ICYMI
Content: Media Coverage
Content: Social Media
Social Media’s Role in CM
• 71% of online American adults have a Facebook
account, and 70% of Facebook users log on daily.
• 23% of internet users have a Twitter account
• 28% of internet users have a LinkedIn account
But First, Research • Who is your audience and what networks do they
use?
• Poll your audience
• Look at your web traffic. What types of stories get the most
sessions or the longest time on site?
• How much time do you have to devote to social
media?
• What networks align with your brand and content?
Tailor Your Content
• Your topics and tone should match the specific
social network you’re using
Tailor Your Content: Examples
Tailor Your Content: Examples
Tailor Your Content: Examples
Customer Loyalty v. Acquisition
• 84% of a typical brand’s
Facebook fan base is
existing customers
• What are you doing to
make sure your current
customers feel part of
your community?
Paid Boosts to Content
• Reach new
followers by
boosting blog posts
and other content
marketing pieces
• This can help you
grow your email
newsletter list
Results: Twitter Followers
0
100
200
300
400
500
600
700
800
900
233 Oct. 5, 2014
544 Apr. 1, 2015
+36%
695 Jul. 12, 2015
+28%
836 Oct. 20, 2015
+20%
400 Jan. 11, 2015
+72%
Results: Facebook Likes
0
200
400
600
800
1000
1200
1400
1600
1800
631 Oct. 1, 2014
1,059 Apr. 15, 2015
+31%
1,304 Jul. 16, 2015
+23%
1598 Oct. 20, 2015
+23%
811 Jan. 5, 2015
+29%
Discussion
Questions?
