content is king. conversation is queen. meet the princes: inform, innovate and inspire
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If Content is King and Conversation is Queen, Let us Introduce the 3 Princes:
Inform, Innovate and Inspire Presented by:
Tammy Nelson, Chief Marketing Officer American Modern Insurance
Krista Winters, AVP – Creative Services American Modern Insurance
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1. Background on 2 case studies: ¢ The Build ¢ LivingWise
2. Content is king 3. Conversa<on is queen 4. Meet the 3 Princes of content:
¢ Inform ¢ Innovate ¢ Inspire
5. Content ideas and resources
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Engagement • 25,000 Likes • 95% Men, 5% Women • Monthly reach ~ 80,000 • People engaged/month ~ 4500
• Over 100 employees par<cipated
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Engagement • Over 5000 Likes in 6 months • 74% women, 26% men • Monthly reach ~ 60,000 • People engaged/month ~ 900 • Over 350 employees par<cipated
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Conversa0on = engagement
Top 3 reasons* people share content: • Entertain (44%) • Educate (25%) • Reflect their iden<ty (20%)
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*Source: Marke<ngProfs
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Now introducing the 3 Princes:
Inform Innovate Inspire
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• Most basic and important form of content marke<ng
• Useful all throughout the sales funnel
• Customers don’t care about what we’re selling; they care about what they need
• Ra<onal appeal
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The Build • Channels: Facebook; blog site; videos and ar<cles
• Content:‘How to’from the ground up
• Authors: Rick (internal expert host)
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LivingWise • Channels: Facebook; blog site; videos and ar<cles
• Content: It’s all about choices
• Authors: Shannon (internal expert host)
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• Apply tradi<onal journalism principles – make it “newsworthy”
• Good for genera<ng links • Can some<mes be entertaining • Very shareable • Can have ra<onal or emo<onal appeal
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The Build • Channels: Facebook contests; Hemmings Motor News
• Content: Finding solu<ons to problems along the way; All episodes were shot by marke<ng employees
• Authors: Employees, Collector car agent partners
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LivingWise • Channels: Wall Street Journal; Trade Media; MyHomeWorks
• Content: Latest in smart home technology; Sustainable/green materials; IBHS for<fica<on
• Authors: IBHS and Harjord Steam Boiler
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• “Shared values” are the #1 reason people have a brand rela<onship*
• Especially important at top end of sales funnel
• Most shareable • Emo<onal appeal
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*Source: https://hbr.org/2012/05/three-myths-about-customer-eng/
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The Build • Channels: Radio; car shows • Content: Shared content by hobbyists • Authors: Collector car enthusiasts
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LivingWise • Channels: Trees4Likes campaign • Content: Tiny Homes; trends • Authors: LivingWise Guru, employees
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Make it actionable:
Content Ideas Resources
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INFORM • Search • In-‐person events • Ar<cles / eNewslemers • Checklists • eBooks • Videos • FAQs • Infographics • Webinars • Blogs
INNOVATE • Contests • Gamifica<on • Partnerships • Technology • White papers • Research reports • Surveys • Quizzes • Calculators
INSPIRE • Philanthropy • Hobbyists • Company culture • Peer reviews • Tes<monials • Case studies • Free samples • Free trials • Demos
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� Related to the “3 Princes” of content marke0ng: � Inform: hmp://contentmarke<ngins<tute.com/2013/05/educa<on-‐powerful-‐content-‐marke<ng-‐strategy-‐examples/
� Innovate: hmp://contentmarke<ngins<tute.com/2015/03/content-‐marke<ng-‐innova<ons-‐brands/
� Inspire: hmp://www.wordtracker.com/blog/inspiring-‐content-‐marke<ng-‐ideas
� General content marke0ng resources: � Educa0on and training: hmp://contentmarke<ngins<tute.com/
� Infographic: hmp://www.adweek.com/social<mes/content-‐marke<ng-‐2015/614186
� 2016 trends: hmp://www.forbes.com/sites/johnhall/2015/10/25/10-‐content-‐marke<ng-‐trends-‐to-‐help-‐you-‐budget-‐for-‐2016/
� Stats and Facts: hmp://www.business2community.com/content-‐marke<ng/34-‐compelling-‐content-‐marke<ng-‐stats-‐and-‐facts-‐01258894#uD2HQ4I6JfdLTVWU.97
� 75 examples: hmp://contentmarke<ngins<tute.com/wp-‐content/uploads/2015/05/75-‐Examples_FINAL.pdf
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Questions? Tammy Nelson
[email protected] linkedin.com/in/tammyrnelson @MarketingSpark
Krista Winters [email protected] linkedin.com/in/kristawinters @KWinters77