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Presentation Overview. Presentation Title: Using Content Marketing to Keep Your Membership Funnel Full Subject Matter: Introductions and welcome – JOHN AND HUNTER – 2 MINUTES Content marketing defined – JOHN – 8 MINUTES What is Curated Content? Different types of content

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  1. Presentation Overview • Presentation Title: Using Content Marketing to Keep Your Membership Funnel Full • Subject Matter: • Introductions and welcome – JOHN AND HUNTER – 2 MINUTES • Content marketing defined – JOHN – 8 MINUTES • What is Curated Content? • Different types of content • The Content Funnel • Content marketing goals and objectives • Ready, Set, Start the Content Engine! – JOHN – 12 MINUTES • The key components of multi-channel marketing • Meet the Mobile Audience - Mobile marketing strategies and tactics • Make a plan, have a content strategy, and use the right tools, and a content library • Creating campaigns with content • Create and manage an effective content calendar • Leveraging Your Community Created Content: A Case Study – HUNTER – 20 MINUTES • Build and Grow the “Content” Community • Become the Industry Resource • Results: Value to the Association, Members,  and Non-Members • Wrap Up/Summary – JOHN – 2 MINUTES • Q&A – JOHN AND HUNTER – 5 MINUTES • THANK YOU – JOHN AND HUNTER – 5 MINUTES • Date: Monday, December 2nd 2013 Time: 2pm – 3pm Location: 150A

  2. Using Content Marketing to Keep Your Membership Funnel Full John Foley, Jr. President and CEO, interlinkONE Hunter Montgomery CMO, Higher Logic

  3. CEO and President • Software (SaaS) • MAX: Marketing Automation. Executed. John Foley, Jr. • Specialized Marketing for Associations • Consulting • Marketing, Strategy, Transformation, Mergers, Sales, and more • Strategy • Strategic Planning • Online Marketing Plans: Content, Social, and SEO • Website Development Tweet throughout and after! @JohnFoleyJr#HUGSF13

  4. Author Buy at JohnFoleyJr.com/Bookstore or the interlinkONE/MAX booth

  5. Hunter Montgomery • Hunter Montgomery, CMO, Higher Logic • 20+ Years in B2B Marketing • Organizations include Verizon, Vocus, MicronPC and Newbridge Networks

  6. Today’s Agenda • Content Marketing • Ready, Set, Start the Content Engine! • Leveraging Your Community Created Content: A Case Study

  7. 1Content Marketing

  8. Content Marketing • Pull, rather than a push,strategy • Content doesn’t interrupt, it attracts • Your content can be disruptive! www.entrepreneur.com

  9. What is Content Curation? Organizing and delivering relevant content to your community www.inboundwriter.com harvest-pr.com

  10. Content Types • News • Announcements • Features • Promotions • User contributions wiredimpact.com

  11. The Makings of Great Content • Highlight community activities • Maintain consistency in tone • Mention community members • Develop a plan for how and who to recognize blog.thepitagroup.com Information Source: Buzzing Communities

  12. Content: Where Does it Come From? • Where does content come from? • Member evangelists • Writers in your association • Look beyond the obvious marketing/communications folks! • Publications (yes…you wrote it already!) • Freelance writers • WritersAccess.com • Elance.com • Reuse/Recycle! coursera.org

  13. Goals and Objectives • Lead Generation • Thought Leadership • Brand Awareness Source 2012 B2B Content Marketing Trends Survey, by Holger Schulze for Optify

  14. The Goal of Content • Create a narrative so community members can follow what’s happening • Engage members in the community • Develop a sense of community • Establish a social order • Share relevant information about events Information Source: Buzzing Communities www.precisionmarketinggroup.com

  15. Content Engine Grid

  16. The Biggest Challenges • Producing engaging content • Producing enough content • Integrating content across marketing platforms 2013 B2B Enterprise Content Marketing Trends- North America Content Marketing Institute

  17. Solutions To create content that engages: • Give an inch to get a mile • Make your audience feel valued • Tell a Story http://www.forzanibusinesscoaching.com/

  18. Engagement Funnel Community Portal Mild Engagement Maximum Engagement Membership Retention

  19. 2Ready, Set, Start the Content Engine!

  20. Multi-Channel Marketing • Marketing through indirect and direct communication channels • Gives your community the choice of communicating the way they prefer

  21. Key Components of Multi-Channel Marketing • Choose a variety of channels • Keep your brand message consistent • Think like a member • Choose the right channels www.iebusiness.com

  22. Your Members Seek Education Differently Drive Them to Your Community by Connecting Through Multiple Channels

  23. Know Your Members • Who Are They? • What Channels do they use? • How Do They Use Social Networks?

  24. What Channels Should You Choose? Website Social Media Direct Mail Mobile Email http://www.visnetwork.com.au/

  25. Meet Mobile • Smartphone ownership and mobile web viewing continues to rise • Associations are jumping on board with responsive websites, mobile apps, and mobile event sites

  26. State of the Mobile World

  27. Mobile Strategies and Tactics • Base your strategy on how your community uses their mobile devices • Think about what really matters and focus on that information • Have a deeper understanding of conversions • Think responsive! • Use location search

  28. Now that you Have a Mobile Strategy… Integrate with your content!

  29. Managing Your Content • Make a Plan • Make a calendar • Rotate content categories • Establish repeat content intervals • Measure! www.seohizmetleri.com.tr

  30. Make a Plan • Strategy is important • Use the right tools • Open communications between employees • Develop a content library www.burnaby.ca

  31. Content Calendar In three easy steps: • Understand your association’s acquisition and retention cycle • Brainstorm the topics you want to cover • Set the content to your calendar www.pammarketingnut.com

  32. Creating a Content Calendar • Plan out your main themes • Segment into smaller, more targeted campaigns • Set your content types • Organize into a document or use software to help • Share with your content team www.katedreyer.co.uk

  33. Community Content “The best content for a community is content about the community.” - Richard Millington, Buzzing Communities

  34. Your Content as the Community Newspaper • Newspapers make national stories local • Establishes thought-leadership and helps those who might not typically be “known” get exposure (blogs, community posts, etc) • Inform and entertain www.imagine.com.au Information Source: Buzzing Communities

  35. 3Leveraging Your Community Created Content: A Case Study Roy Snell, CEO, Society of Corporate Compliance and Ethics Hunter Montgomery, CMO, Higher Logic

  36. Society of Corporate Compliance and Ethics / Health Care Compliance Association • Founded: HCCA, 1997; SCCE, 2002 • Headquarter: Minneapolis, MN • Combined total of 13,000 member, 18 member board and 33 association staff • 12,500 Community Site members

  37. SCCE 459 International Members in 67 Countries 12% of Membership is Outside US

  38. Membership Data

  39. Community Activity

  40. Community Activity

  41. Wrap-Up “Content is king!” -Bill Gates

  42. Questions? Let’s talk! Raise those hands!

  43. John Foley JohnF@interlinkONE.comTweet @JohnFoleyJrLet’s connect on LinkedIn!Hunter MontgomeryHunter@HigherLogic.com

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