mastering content marketingmedia01.commpartners.com/2018/smps/06_28_18/180628 p2w...connect on...

#ContentWhisperer @dgmarketingco

Mastering

Content

Marketing (while juggling 97 other tasks)

Presented by:

Danielle Gray


Keep in Mind

• Be Social! Tweet using hashtag #ContentWhisperer | @dgmarketingcoConnect on LinkedIn: Danielle Gray, MBA

• Ask questions! When you feel it, ask it. Someone else is probably thinking the same.

• Relax and Learn! Yes…you can still learn while enjoying yourself. Relax your shoulders.


Module 2 Recap

1. The Rule of Seven

2. Promoting in the Decision Making Process

3. What & Where to Promote

4. Content Calendars

5. Promotion Best Practices


The Guide to

Identity Collection

and Analysis:How to Generate Leads and

Prove You Aren’t Wasting Your Time

MODULE 3


1. Collection Methods

2. Collection Best Practices

3. Keywords *Audience Choice*

4. Analyzing Behavior

5. Workshop Final Thoughts

Session Overview


1Collection Methods


Collection Methods

• Contact form

• Download forms

• Survey

• Registration


Contact Forms


Download Forms


Survey Case Study

• 5 Multiple Choice Questions

• 3 Contact Fields

• $250 Ruth’s Chris Gift Card

• Total Responses: 57

• Target Client Responses: 15

Investment Per Response: $4.39

Investment Per Client Contact: $16.67


Registration

Case Study

Pain Point: Global Manufacturing Waste

Food Engineering and Haskellpresent PackAGE

Packaging’s Future and Role in Waste Reduction

2.4 Billion pounds of food waste were produced at the manufacturing level in on year. *

*2014 Food Waste Reduction Alliance (FMI) BSR Food Waste Study

About 80 billion pounds of food are discarded in U.S. landfills each year.*

*2014 Food Waste Reduction Alliance (FMI) BSR Food Waste Study

One third of all food produced globally goes to waste.*

* United Nations Food and Agriculture Organizations

What can we do?

• Others like you are asking similar questions.

• It’s time we come together to exchange ideas on how to reduce manufacturer food waste.

No text change

• During Pack Expo, you’ll have an opportunity to discuss new ideas with our expert panel.

• No text change

• Meet our panel

Michael Ballard

Director of Packaging Engineering

General Mills

Dennis R. Heldman PhD.

Professor of Food Engineering

The Ohio State University

Joyce Fassl

Editor in Chief

Food Engineering Magazine

Keith Perkey

Vice President of Packaging

Haskell

Lunch will be provided.

Don’t let it go to waste.

More food ends up in landfills than any other type of municipal solid waste.*

*According to a U.S. Environmental Protection Agency study

Register Now!

Only 100 Seats available!

November 4, 2014

11:30 am – 1:30 pm

McCormick Place

Chicago

PackAGE: Packaging’s Future and Role in Waste Reduction

http://haskell.com/package-registration?utm_source=100seats&utm_medium=SS&utm_campaign=SlideshareRegistration

Register Now!

Only 98 Seats available!

November 4, 2014

11:30 am – 1:30 pm

McCormick Place

Chicago

PackAGE: Packaging’s Future and Role in Waste Reduction

http://haskell.com/package-registration?utm_source=98seats&utm_medium=SS&utm_campaign=SlideshareRegistration


Registration Case Study


2Collection Best Practices


Form Questions

Best Practices

• First Name & Last Name in separate fields

• Try ‘business email’ instead of ‘email’

• Company Name may be in email

• ‘Would I do this?’ Test

• Gauge question number by content quality


Collection

Best Practices

• Place forms throughout website

• Use as ‘Now What’

• Privacy Policy link

• Insightful questions that inform strategy

• Provide checked options

• Use different types of questions (rating scale, multiple choice, yes/no, etc.)


3Keywords


Keyword Tips

• Become a customer.Chinese food near me vs Chinese restaurants

• Study the competition.Fill in blanks, add to list

• Use long tail keywords.Conversion rate higher.

• Utilize tools.Try tools like the Google AdWords Keyword Tool

• Analyze results.Use Google Analytics


Keyword ToolsFree Keyword Tools

• Google Keyword Planner

• Google Trends

• Keyword tool.io

Paid Keyword Tools

• Moz Keyword Difficulty Tool

• Ahrefs

• AccuRanker


Juggling Tips

• List your services and ask colleagues/family members how they would describe them - 2 hours

• Hire a graphic designer - TIME SAVER

• Develop insightful questions you want to know about your audience - 45 mins


4Analyzing Behavior


Analytics

1. Google Analytics

a. Page Views

b. Time on Site

c. Platforms

2. Social Media Analytics

3. Visual Visitor (and other similar software)

4. Form/Survey Responses


Analytics


+ + =

Haskell presentsThe Rise of Consolidated Services

So, let’s say you have a hospital.

Initially, your facility was designed to deliver the highest level of care in the most efficient manner, right?

Of course it was, but what happens when your demand for care grows?

Your space needed for support services grows.

As everything continues to grow, these support services begin to encroach on your clinical space.

But isn’t this the valuable space actually intended for patients under your care?

Suddenly you realize your once efficient facility has transformed into something never intended…

…a maze of inefficiency, frustration, and confusion.

But services like the pharmacy, administration, laundry, meal preparation, lab work, archived records, and the mailroom are all

essential to daily operations.

What can you do to return to efficiency and regain your prime clinical space?

You could go through the logistical headache of expanding your facility…

…or you could simply move these services off-site.

But mist they all go their separate ways?

And what if they could all be moved to a space designed specifically for them?

By consolidating these services, you benefit from improved clinical care, reduced operating costs, and increased efficiency.

It’s easy to see why consolidated support services are on the rise.

Learn how LeeSar, a joint venture between Lee Memorial and Sarasota Memorial Health Systems, successfully consolidated

services.

http://haskell.com/Projects/LeeSar-Regional-Service-Center?utm_source=HCD&utm_medium=SlideShare&utm_campaign=CSS_SlideShare


5Workshop Final Thoughts


Stay top of mind.


Focus content on

pain points of

audience.


Clean up

email lists.


What? So What?

Now What?


Host a content

generation

workshop.


Everything begins

with content

generation.


Develop your

content strategy.


Look the part.


Listen and solve,

not tell and sell.


dgmarketingco.com


Questions?


Contact

[email protected]

678.232.0033dgmarketingco.com@dgmarketingco

Danielle Gray, MBA

Content Marketing Strategist

mastering content marketingmedia01.commpartners.com/2018/smps/06_28_18/180628 p2w...connect on...

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