the art of content marketing...dare to be fascinating!the art of content marketing debra sheridan,...
TRANSCRIPT
![Page 1: The Art of Content Marketing...Dare to be Fascinating!The Art of Content Marketing Debra Sheridan, President IVY Marketing Group, Inc. 630.790.2531 LSN, May 2, Navy Pier, 114B editorial](https://reader035.vdocuments.us/reader035/viewer/2022071104/5fde001f142e3558b174c2e8/html5/thumbnails/1.jpg)
Dare to be Fascinating!
The Art of Content Marketing
Debra Sheridan, President
IVY Marketing Group, Inc.
630.790.2531
www.ivymarketing.com
LSN, May 2, Navy Pier, 114B
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IVY marketing group
__________________
1990
senior housing
and services
full service
marketing &
pr
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content marketing is about
creating relationships & referrals
senior housing is built on relationships and referrals
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inbound marketing
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content marketing
is inbound marketing,
outbound marketing
and so much more.
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content marketing
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content marketing
• audience• content
audit
• mapping content • editorial
• calendar
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audience
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content audit
audit
type
date
topicleads
persona
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identify your buying cycle
awareness
research/education
comparison/validation
purchase
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map your content
awareness
research
comparison
purchase
referral/retention
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editorial calendar
design a calendar spreadsheet
align with marketing goals
fill in dates with tasks
note the SEO keywords,
call to action, other goals
seasonal hooks
repurpose
tabs
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content marketing’s channels
13
Website
seo
publicitysocial media
w of m
mobile
qr readers newsletters
blogs and posts
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website
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Finding intriguing topics
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compelling content
•webinars
•white papers
•research studies
•videos
•podcasts
•e-books
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follow the news
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monitor social conversations
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recruit a team of content creators
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keep a content backlog
& style bank
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repurpose content
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take your video care everywhere
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write annual and “best-of” features
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conduct original research
repurpose other
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look beyond senior housing and services
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keep a list of evergreen content
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words
Lively
• Action and animation
• Verbs rather than adjectives
SEO
• Keywords
• Long tails
Source
• Links
• Support
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seo(search engine
optimization)
“a set of methodologies that
make it easier for search
engines to find, index,
categorize & rank website
content”
keywords
on-page seo
off-page seo
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keywords
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on-page seo
using keywords
phrases in copy
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off-page seo
link building
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accessories
photos
videos
links
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calls to action
limited time
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elements of
calls to action
valuable
action-oriented
easy to use
prominent
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landing pages
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measurement
metrics
google analytics
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winning strategy
analyze results
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questions
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Dare to be Fascinating!
The Art of Content Marketing
Debra Sheridan, President
IVY Marketing Group, Inc.
630.790.2531
877.IVY.MKTG toll free
www.ivymarketing.com