it's all about the content - aba marketing & retail banking conference

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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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It's All About the Content

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It's All About the Content

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It's All About the Content

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It's All About the Content

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It's All About the Content

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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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What is Content Marketing

• Articles

• How to’s

• Newsletters

• Seminars

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

• About

• Favorite Moments

• Challenges

• Upcoming Events

• How to get involved

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Share Your Story

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Making the Case for Content

You

want

to do

what?

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Choosing Your Channels

W

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Managing the Process

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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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Recommendations

Know your audienceand how to reach them.

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Recommendations

Leverage existing relationshipsto create content.

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Recommendations

Find and engagebrand advocates.

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Recommendations

Repurpose contentthroughout available

channels.

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Recommendations

Find the right contentsource mix.

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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.