Stone Ward Digital Swagger 2014: Content Marketing
-
Upload
emily-reeves-dean -
Category
Marketing
-
view
184 -
download
1
description
Transcript of Stone Ward Digital Swagger 2014: Content Marketing
![Page 1: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/1.jpg)
![Page 2: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/2.jpg)
#SWagger14 @stoneward
![Page 3: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/3.jpg)
High Quality Content Serves Two Purposes
Attracts your readers and viewers and keeps them engaged.
!
Helps your site rank well in search engines. #SWagger14
@stoneward
![Page 4: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/4.jpg)
![Page 5: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/5.jpg)
Common Content Marketing Goals
Awareness!!
Thought Leadership!!
Increase Number of Qualified Leads!!
Improving Conversion Rates!!
Lower Cost of Customer Acquisition!!
Enhance Customer Service!!
#SWagger14 @stoneward
![Page 6: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/6.jpg)
Digital Swagger
#SWagger14 @stoneward
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
![Page 7: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/7.jpg)
Digital Swagger
#SWagger14 @stoneward
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
![Page 8: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/8.jpg)
What is Content Marketing?
Content marketing is placing yourself in the path of your customers and potential customers
without selling.
#SWagger14 @stoneward
![Page 9: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/9.jpg)
What is Content Marketing?
#SWagger14 @stoneward
Being:HELPFUL
INTERESTING SURPRISING DELIGHTFUL ENGAGING
TIMELY RELEVANT
without pushing products and services.
![Page 10: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/10.jpg)
What is Content Marketing?
#SWagger14 @stoneward
Becoming known as a resource that people want to tap into again and again.
and again and again and again.
![Page 11: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/11.jpg)
#SWagger14 @stoneward
Content marketing costs 62% less than other traditional marketing initiatives,
while it generates about three times as many leads.
![Page 12: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/12.jpg)
#SWagger14 @stoneward
“What plagues CMOs the most is the ability to create sustainable and engaging
customer relationships while improving customer experience.”
![Page 13: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/13.jpg)
![Page 14: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/14.jpg)
Digital Swagger
#SWagger14 @stoneward
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
![Page 15: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/15.jpg)
The Hub
#SWagger14 @stoneward
Lindsey Ingram, Content Manager
Kyle Floyd, Digital Creative Director
![Page 16: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/16.jpg)
WHAT IS A CONTENT HUB?
![Page 17: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/17.jpg)
![Page 18: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/18.jpg)
“If people like you, they’ll listen to you. But if they trust you, they’ll
do business with you.” #SWagger14 @stoneward
– Zig Ziglar
![Page 19: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/19.jpg)
![Page 20: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/20.jpg)
![Page 21: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/21.jpg)
![Page 22: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/22.jpg)
their interests
your expertise
good content
![Page 23: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/23.jpg)
How do you create a Content Hub?
#SWagger14 @stoneward
Know your audience.
![Page 24: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/24.jpg)
condoguide.drgmpls.com
Service Industry
Stand-Alone Site
![Page 25: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/25.jpg)
How do you create a Content Hub?
#SWagger14 @stoneward
Focus your topic. !
![Page 26: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/26.jpg)
keeponamazing.com
Service Industry
Stand-Alone Site
![Page 27: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/27.jpg)
How do you create a Content Hub?
#SWagger14 @stoneward
Organize your structure. !
![Page 28: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/28.jpg)
bridgestonetire.com/tread-and-trend
Consumer Product
Incorporated in Main Site
![Page 29: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/29.jpg)
bridgestonetire.com/tread-and-trend
Consumer Product
Incorporated in Main Site
![Page 30: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/30.jpg)
![Page 31: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/31.jpg)
How do you create a Content Hub?
#SWagger14 @stoneward
Encourage discovery & engagement.
!
![Page 32: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/32.jpg)
coca-colacompany.com
Consumer Product
Incorporated in Main Site
![Page 33: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/33.jpg)
Key Takeaways
#SWagger14 @stoneward
• Build trust by knowing who you're talking to and how to talk to them
• Centralize focus & be the expert, not the Jack-of-All-Trades
• Make it easy to find, share and participate with your brand
![Page 34: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/34.jpg)
#SWagger14 @stoneward
THE HUB IS YOUR HOME BASE. !
IT IS THE HEART OF YOUR CONTENT MARKETING.
![Page 35: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/35.jpg)
Digital Swagger
#SWagger14 @stoneward
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
![Page 36: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/36.jpg)
The Content
#SWagger14 @stoneward
Katy Bartlett, 360 Filmworks Writer/Producer
Dana Dussing Berry, Senior PR Manager
![Page 37: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/37.jpg)
Created & Published with a Particular Audience
in Mind
#SWagger14 @stoneward
Visual !
Auditory !
Written
![Page 38: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/38.jpg)
Visual
#SWagger14 @stoneward
Video !
Photos !
Illustrations !
Charts/Graphics !
Presentations
![Page 39: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/39.jpg)
VIDEO
#SWagger14 @stoneward
Video is here to stay. It’s shareable and engaging.
VISUAL CONTENT
![Page 40: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/40.jpg)
VIDEO
#SWagger14 @stoneward
A picture is worth a thousand words.
VISUAL CONTENT
![Page 41: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/41.jpg)
![Page 42: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/42.jpg)
VIDEO
#SWagger14 @stoneward
More than 1 billion unique visitors visit YouTube each month.
VISUAL CONTENT
![Page 43: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/43.jpg)
VIDEO
#SWagger14 @stoneward
Easy to upload Easy to share
Viewable on all devices Easy to digest
Engaging Entertaining
VISUAL CONTENT
![Page 44: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/44.jpg)
![Page 45: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/45.jpg)
VIDEO
#SWagger14 @stoneward
Optimize Your Video For Mobile Viewing
VISUAL CONTENT
![Page 46: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/46.jpg)
![Page 47: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/47.jpg)
VIDEO
#SWagger14 @stoneward
Optimize Your Video For Sharing
VISUAL CONTENT
![Page 48: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/48.jpg)
VIDEO
#SWagger14 @stoneward
So, you want a viral video? That’s Easy!
VISUAL CONTENT
![Page 49: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/49.jpg)
VIDEO
#SWagger14 @stoneward
How many eyeballs does it take to classify a video as viral? 20,000.
VISUAL CONTENT
![Page 50: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/50.jpg)
VIDEO
#SWagger14 @stoneward
Do it yourself? or
Hire a quality production company?
VISUAL CONTENT
![Page 51: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/51.jpg)
VIDEO
#SWagger14 @stoneward
Watch and Learn !
Vimeo Video School and No Film School
VISUAL CONTENT
![Page 52: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/52.jpg)
![Page 53: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/53.jpg)
![Page 54: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/54.jpg)
VIDEO
#SWagger14 @stoneward
Make it mobile friendly. Make it shareable. Make it emotional.
VISUAL CONTENT
![Page 55: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/55.jpg)
VIDEO
#SWagger14 @stoneward
Create a strong enough emotion or reaction from a group of people that they feel compelled to
share it with others and that is success.
VISUAL CONTENT
![Page 56: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/56.jpg)
Auditory
#SWagger14 @stoneward
Video !
Podcasts !
Music !
Interviews
![Page 57: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/57.jpg)
#SWagger14 @stoneward
AUDITORY CONTENT
![Page 58: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/58.jpg)
#SWagger14 @stoneward
AUDITORY CONTENT
![Page 59: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/59.jpg)
Written
#SWagger14 @stoneward
Blogs !
Q&A !
How To !
Testimonials !
Avoid TLDR
![Page 60: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/60.jpg)
What gets shared?
#SWagger14 @stoneward
!
• Tech news, humor and entertainment content. • Travel, business, food content is less likely to go viral • Facebook: short time lapse between share and click back. • Tumblr, Google+ and blogging: longer time lapse between
share and click back. • Reddit, Tumblr, Twitter provide the most click backs per
share.
WRITTEN CONTENT
![Page 61: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/61.jpg)
Brand Journalism
#SWagger14 @stoneward
Research, storytelling and reporting for a non-media company, in that company’s line of business, with the
goal of tough leadership.
WRITTEN CONTENT
![Page 62: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/62.jpg)
Brand Journalism
#SWagger14 @stoneward
1. Advertisers have become publishers. 2. Brands are using journalism hubs to share news
and images to connect with consumers in a "high trust" presence.
3. Digital allows for words, pictures, audio, video; you're not limited when it's online.
WRITTEN CONTENT
![Page 63: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/63.jpg)
#SWagger14 @stoneward
![Page 64: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/64.jpg)
#SWagger14 @stoneward
![Page 65: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/65.jpg)
#SWagger14 @stoneward
![Page 66: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/66.jpg)
#SWagger14 @stoneward
![Page 67: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/67.jpg)
Digital Swagger
#SWagger14 @stoneward
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
![Page 68: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/68.jpg)
Distribution
#SWagger14 @stoneward
Debra Reid, Director of Media Services
Amy Blake, Community Manager
Dana Dussing Berry, Senior PR Manager
![Page 69: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/69.jpg)
Distribute
#SWagger14 @stoneward
For every one hour spent creating content, spend four hours figuring out how to distribute it.
![Page 70: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/70.jpg)
Distribution Channels
#SWagger14 @stoneward
![Page 71: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/71.jpg)
Paid Media
#SWagger14 @stoneward
Paid media is most valuable for building awareness among consumers about a product,
service, or promotion.
![Page 72: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/72.jpg)
#SWagger14 @stoneward
Banner Advertising !
Search Advertising !
Native Advertising !
Sponsored Social Posts
![Page 73: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/73.jpg)
#SWagger14 @stoneward
Search Advertising
![Page 74: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/74.jpg)
#SWagger14 @stoneward
![Page 75: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/75.jpg)
#SWagger14 @stoneward
Native Advertising
![Page 76: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/76.jpg)
#SWagger14 @stoneward
Native Advertising: MINI on Buzzfeed
• Marketing campaign slogan: “Not Normal” • Engage audience around the campaign and broaden awareness. • Enhance perception of MINI as a fun brand. • “Not Normal” topics ranging from environmental phenomena
to interesting competitions and bold fashion statements. • 1 million engagements, 2/3 of which resulted from social
sharing.
![Page 77: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/77.jpg)
#SWagger14 @stoneward
![Page 78: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/78.jpg)
#SWagger14 @stoneward
![Page 79: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/79.jpg)
#SWagger14 @stoneward
Sponsored Posts Advertising
![Page 80: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/80.jpg)
#SWagger14 @stoneward
Facebook Sponsored Posts
![Page 81: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/81.jpg)
#SWagger14 @stoneward
Twitter Sponsored Posts
![Page 82: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/82.jpg)
#SWagger14 @stoneward
![Page 83: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/83.jpg)
#SWagger14 @stoneward
Paid and social content can work together to create a “virtuous cycle” that builds engaged
audiences who interact with content and influence their friends to do the same.
![Page 84: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/84.jpg)
Owned Media
#SWagger14 @stoneward
Social media is a horizontal layer that touches every part of your business: customer service to
acquisition to retention.
![Page 85: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/85.jpg)
#SWagger14 @stoneward
Social Media
![Page 86: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/86.jpg)
#SWagger14 @stoneward
Blog Facebook Twitter
Instagram Pinterest Snapchat YouTube Google+ Tumblr Reddit
![Page 87: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/87.jpg)
#SWagger14 @stoneward
The Benefits of Social: !
Word-of-mouth referrals/shares. !
Search engine optimization. !
Learning from your audience through conversation. !
Demonstrating brand personality.
![Page 88: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/88.jpg)
Social Headlines
#SWagger14 @stoneward
Highly relevant to audience. Answers the question “what is in it for me?”
Powerful, timely hook. Evokes an image or emotional responses.
Loaded with proof elements.
![Page 89: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/89.jpg)
#SWagger14 @stoneward
![Page 90: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/90.jpg)
#SWagger14 @stoneward
![Page 91: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/91.jpg)
#SWagger14 @stoneward
![Page 92: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/92.jpg)
#SWagger14 @stoneward
![Page 93: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/93.jpg)
#SWagger14 @stoneward
![Page 94: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/94.jpg)
#SWagger14 @stoneward
![Page 95: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/95.jpg)
#SWagger14 @stoneward
![Page 96: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/96.jpg)
#SWagger14 @stoneward
![Page 97: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/97.jpg)
#SWagger14 @stoneward
![Page 98: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/98.jpg)
#SWagger14 @stoneward
![Page 99: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/99.jpg)
#SWagger14 @stoneward
![Page 100: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/100.jpg)
#SWagger14 @stoneward
![Page 101: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/101.jpg)
#SWagger14 @stoneward
Brand Journalism
![Page 102: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/102.jpg)
You can't be effective as an online brand journalist, unless you're online, a lot.
#SWagger14 @stoneward
Auditing sites that tell me what the media is doing.
![Page 103: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/103.jpg)
#SWagger14 @stoneward
![Page 104: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/104.jpg)
#SWagger14 @stoneward
![Page 105: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/105.jpg)
You can't be effective as an online brand journalist, unless you're online, a lot.
#SWagger14 @stoneward
Auditing personal feeds, posts of journalists that we've targeted
on behalf of our clients.
![Page 106: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/106.jpg)
#SWagger14 @stoneward
![Page 107: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/107.jpg)
You can't be effective as an online brand journalist, unless you're online, a lot.
#SWagger14 @stoneward
Engaging on a personal level with the journalists online and in person when possible and respond to journalists.
![Page 108: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/108.jpg)
#SWagger14 @stoneward
![Page 109: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/109.jpg)
You have to be so familiar with the story you're telling, you could do so in 140 characters.
#SWagger14 @stoneward
![Page 110: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/110.jpg)
#SWagger14 @stoneward
You also have to know well the channels available to you and how to work them - the grit and the glitz.
![Page 111: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/111.jpg)
#SWagger14 @stoneward
8/28/2014 Who Really Benefits When Franchise Professionals Come Together? | Sport Clips Media
http://www.sportclipsmedia.com/?p=685 1/2
Sport Clips Media
HomeAboutPress ReleasesMedia Kit
Who Really Benefits When FranchiseProfessionals Come Together?You are here: Home » National » Who Really Benefits When Franchise Professionals ComeTogether?
Posted on February 18, 2014
Special to SportClipsMedia.com from Dave Wells, Director of Franchising for Sport Clips Haircuts
Franchising is one of the few industries where competing brands frequently come together to network,share best practices and learn from each other. I can tell you first hand that UPS and FedEx employeesdon’t generally exchange pleasantries over dinner and you definitely don’t see Coke and Pepsi executivescollaborating on strategies on how to capture market share. Yet, it’s not uncommon to see theseactivities occurring between competing franchised brands on a semi-regular basis.
This month thousands of franchise industry executives will descend upon New Orleans for theInternational Franchise Association’s Annual Convention and to take advantage of one of the bestopportunities to improve what we do and how we do it. Representing a franchisor, I look to gain criticalinsights from the best of the best and find ways to increase our success. If I walk away with one or twonuggets of information that help make our processes and organization better, I consider it a win.
However, much like the win-win partnership that must be established in any successful franchisee-franchisor relationship, it is critical that these gatherings also produce a win-win outcome;; again,providing benefit to both franchisee and franchisor. With break-out sessions on topics like improvingsystem communication, boosting unit economics, gaining and retaining customers, and creating brandevangelists, it’s clear that franchisees stand to gain just as much, if not more, if and when theirfranchisors successfully implement the ideas that were garnered.
For all involved, the first step is recognizing that Franchising is dynamic and not static. We need toembrace change and be open to new ideas if we are going to provide best-in-class service to ourfranchisees. This event will bring together those that have the same challenges, aspirations and potentialsolutions. As we share ideas on how to drive improvement, we have the ability to achieve a globalupgrade of franchising as we all collaborate to get better. This, in-turn, translates into betteropportunities for those looking to make franchise ownership a part of their lifestyle.
At Sport Clips, we are putting together our target list of who we want to learn from, and will certainly beprepared to help those that feel our experience could be of value to them. At the same time we look to
![Page 112: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/112.jpg)
#SWagger14 @stoneward
8/28/2014 How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as do the franchisors who attend? | OPEN Forum
https://www.americanexpress.com/us/small-business/openforum/post/who-really-benefits-when-franchise-professionals-come-together/ 1/2
United States (Change Country)
HELP ANOTHER COMMUNITY MEMBER
What is your resource for finding quality virtualassistants?View all advice (10)
Lisa Smith
Owner, Marketing, Mindset &...
GET ADVICE FROM OTHERS
5 Secrets to Finding Work-Life Balance
View all comments (2)
Jen Wulf
Community Manager, American...
HELP ANOTHER COMMUNITY MEMBER
Where do you go to get your best employeeengagement ideas?View all advice (7)
Hailey Wilson
Internal Communications...
Leadership / Company Culture February 18, 2014
Dana Dussing Berry, Margaret Allee & 1 other found this helpful Mark as helpful
Reply to Dave Wells
Dave WellsDirector of Franchising, Sport Clips Haircuts
ADVICE
How can we ensure that our franchisees benefit as much from the upcoming IFA Convention as dothe franchisors who attend?
Who Really Benefits When Franchise Professionals Come Together?Franchising is one of the few industries where competing brands frequently come together to network, sharebest practices and learn from each other. I can tell you first hand that UPS and FedEx employees don'tgenerally exchange pleasantries over dinner and you definitely don't see Coke and Pepsi executivescollaborating on...
sportclipsmedia.com
3
- Flag Save to Favorites Share
Be part of this discussion.Join OPEN Forum to give and get advice,troubleshoot, and share "aha" moments withother entrepreneurs.
Join Now
Already a Member? Sign In
WHAT'S NEXT?
feedback
SIGN IN JOIN NOW
Explore Topics Extend Your Network Ask a Question Post Advice
Search for Articles, Advice, and Business Owners
MY ACCOUNT CARDS TRAVEL REWARDS BUSINESS
![Page 113: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/113.jpg)
#SWagger14 @stoneward
![Page 114: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/114.jpg)
#SWagger14 @stoneward
![Page 115: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/115.jpg)
#SWagger14 @stoneward
![Page 116: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/116.jpg)
Create a personal "brand" as a thought leader, trusted journalist.
#SWagger14 @stoneward
![Page 117: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/117.jpg)
Show gratitude in a very public way.
#SWagger14 @stoneward
![Page 118: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/118.jpg)
Digital Swagger
#SWagger14 @stoneward
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
![Page 119: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/119.jpg)
Measurement
“Digital marketing and analytical thinking are the most sought after specialized skills within the
marketing function.”
#SWagger14 @stoneward
![Page 120: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/120.jpg)
#SWagger14 @stoneward
What is working? !
Where should you spend your time? !
Can you use the data gathered for predictive analysis?
![Page 121: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/121.jpg)
#SWagger14 @stoneward
shareslikes
visits
time spent on siteviews
clicks
impressions
pages
opens
forwards
retweets comments
sign-ups
joins
conversions
engagements
![Page 122: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/122.jpg)
#SWagger14 @stoneward
DATA
![Page 123: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/123.jpg)
#SWagger14 @stoneward
If you don’t measure it, did it happen?
![Page 124: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/124.jpg)
Budgeting
#SWagger14 @stoneward
Quality over quantity. And quality takes time. Don’t put it out there unless it is good.
Your reputation is at stake.
![Page 125: Stone Ward Digital Swagger 2014: Content Marketing](https://reader038.fdocuments.in/reader038/viewer/2022103116/558b9129d8b42aa6568b460b/html5/thumbnails/125.jpg)