netwealth educational webinar - how to supercharge your digital and social strategies with content...
Post on 15-Feb-2017
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netwealth Educational Series
Image source: No couch potato. (Reuters/Ilya Naymushin)
Source: http://www.nydailynews.com/life-style/health/cell-phone-bathroom-75-americans-admit-calling-texting-toilet-article-1.1015634
Image source: Getty images
Source: Comscore 2013, UK
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CONTENT MARKETING
So what is content marketing?Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
The Content Marketing Institute
Chipotle is a Mexican restaurant chain that uses high quality raw ingredients and classic cooking in a “fast-food” category. Over the years they have used their cups and bags as a means of sharing their sense of humour, thoughts, and ideas.
Recently, The Cultivating Thought series continues this tradition, presenting the words and whimsy of thought-leaders, authors and comedians through unique, you’ll-only-find-them-here essays, each illustrated by a different artist.
#CultivatingThought
1726 posts244k followers
25,000 views703k followers
2.75m likes
SugarMamma
Started in January 2015, SugarMamma is an online money and wellbeing website created to empower women so they can establish their financial freedom.
Created by Canna Campbell, a financial adviser, the content is presented in short video format covering a variety of topics from getting rid of credit card debt to understanding passive income to budget friendly decorating and design.
To date the YouTube channel has over 35k followers.
11k followers
35k followers
2.5k followers
Backcountry is a online retailer that sells equipment for camping, hiking and fishing outdoor activities.
They tell backstories of some of the products they sell, where they interview executives, staff and personalities who tell their outdoor adventure story. These stories are articles or short videos that are informational and inspirational.
119k followers
622k likes
402k views11k followers
2k followers477k views
62k followers
TD Ameritrade is one of America’s largest online trading websites. They have been doing content marketing for years via their thinkMoney quarterly magazine.
Creatively branded “the only reason to stop trading” it provides imaginative trading ideas, great writing, and expensive photography into 40 pages of trading know-how, tips, and at as they put it: “least one reason to turn off your trading station for 30 minutes.”
It reaches over 200k readers who spend an average of 45 minutes reading it.
TD Ameritrade
Montgomery Investment Management has 4 funds spanning Australian and international investments.
The business is supported by a blog whose authors work at the business as analysts and portfolio managers.
It looks to provide every-day Australians with investment ideas and insights. The content is largely articles and a weekly video.
BrighterLife is an online money, health and wellness publications created by Sun Financial to help Canadians make better-informed financial decisions. It doesn’t pitch Sun’s products, but instead seeks to become a trusted source of financial advice. The content is presented in multiple formats including guest blogs, videos and attractive infographics.
27 MILLION PIECES OF CONTENT ARE SHARED EVERY DAY
People are not limited in choice by where and what they consumeThere is a content option for every desirable need
329 MILLION PEOPLE READ BLOGSEVERY MONTH
Content
types
White papers
Infographics
ArticlesVideos
eBooksTestimonials
Internal Partners Commissioned
Audience / need
Audience / need
Audience/ need
Clients
Photos
Case studies
Presentations
Curated news
Interviews
Research paper
Content sources
Consumer relevance
Relevancy
Gen X?SMSF trustee?
High net worth?Ethical investor?
Young mothers?
I use the internet for my needs
My accountant provides me all the help I need
I have a comsec account and am with an industry fund
I have an financial adviser,
she is great
I have just moved, so am looking for an adviser closer to me
Day to day tips please
I want to understand what I am investing in
I like to feel I have some level of control
I need new investment ideas
I prefer to leave things to the experts
Cutting through the noise with ONE BIG CONTENT IDEA
Printed mag AFA Conference
Source: http://www.webdam.com/blog/how-to-repurpose-content-the-right-way
The art of storytelling
AUDIENCE
CONTEXT
CHALLENGE
CELEBRATION
Audience: Who is the reader?
Context: Why should the reader care? Introduce the characters, the challenge and some background.
Challenge: What were the obstacles? What were the doubts and fears? How were they overcome?
Celebration: A happy or at least positive ending. What did we learn? What feelings do you want your audience to have?
The art of (visual) storytelling
Source: http://visualstorytelling.newscred.com/the-four-principles/p/1
Spot the stock…
AUTHENTICITY
Website(“Owned”)
Website/s
Search (Organic)
Native advertising
Search (PPC)
CRM and database
Landing page/s
Display ads
Blogger outreach
YouTube
Distribution
Advertising (“Paid”)
Social Media (“Earned”)
Sponsored links
Database Marketing (“Owned”)
Content assets
Slideshare
BlogWebinars
Distribute, distribute, distribute
Press releases
Source: http://www.webdam.com/blog/how-to-repurpose-content-the-right-way
Brandscaping
82% OF CONSUMERS FEEL MORE POSITIVE ABOUT A COMPANY AFTER READING CUSTOM CONTENT.
INTERESTING CONTENT IS ONE OF THE MAIN REASONS PEOPLE FOLLOW BRANDS ON SOCIAL MEDIA.MILLENNIALS EXPECT BRANDS TO DEVELOP CONTENT FOR THEM, WITH 80% WANTING TO BE DIRECTLY ENTERTAINED THROUGH CONTENT MARKETING.
DIGITAL MARKETING IS HARDSTORY TELLING IS EASIER,WE DO IT EVERYDAY
STORY TELLING DIGITALLYIS DIGITAL MARKETING
Articles / Inspiration• 14 Examples of Truly “Epic” Content: How Does Yours Stack Up?• How to assemble a high converting eBook• Infographic cheat sheet layout• 10 exceptional B2B content marketing examples• The power of visual storytelling• Law firms – the surprising new adopters of content marketing• The 6 kinds of stories• Storytelling 101: 3 Tips for Creating Compelling Content Marketing• Contently - The finance issue• How the Insurance Industry Is Taking Content Marketing By Storm• Creative Content Marketing for Financial Services: 3 Examples• How Guardian Life Uses Content to Reach Millennials
Example financial adviser newsletters/blogs• Barefoot investor• Rockstar finance• Behaviour Gap• Aspen Leaf Partners• The best money blogs
Tools• Simple, graphic design software - Canva • Content marketing checklist• Customisable eBook templates• Creating Your First Big Rock: A
Step by Step Guide for Marquee Content• 10 Free infographic templates• Step-by-Step Guide to Writing Case Studies• The Ultimate Content Strategist Playbook: Evangelizing
Content and Setting Yourself Up for Success
• A Proven Marketing Strategy and Plan for Financial Advisors
• Stock photo website #1 – inexpensive• Stock photo website #2 – medium cost• Stock photo website #2 – high end
Content marketing newsletters/blogs• Contently• Content Marketing Institute• Raconteur
netwealth Educational Series
DISCLAIMERFOR FINANCIAL ADVISER USE ONLYThis information has been prepared and issued by netwealth Investments Limited (“netwealth”), ABN 85 090 569 109, AFSL 230975, ARSN 604 930 252 for the general information of its advisor clients only. It is a general summary only and contains opinions on some publically released information and is not advice.While care has been taken in the preparation of this information (using sources believed to be reliable and accurate), netwealth does not warrant or represent that the information is accurate, complete or current. netwealth, any other member of the netwealth group of companies, their officers, employees or representatives will not be liable for any loss or damage suffered by any person arising from reliance on any of this information. Anyone proposing to rely on or use the information should first obtain appropriate independent professional advice.
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