amn healthcare: content marketing & sourcing strategies: become a p.r.o
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KYLE SANDSMARK
@KYLESANDSMARK
SR. MANAGER, DIGITAL MARKETING, AMN HEALTHCARE
How To Become A Content Marketing P.R.O.
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What You Will Get Out Of This Session:
1. Learn How To Create Great Content
2. What Makes Content Successful
3. How To Become A Content Marketing P.R.O.
4. How To Become A Better Agile Marketer
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THE PROCESS OF CREATING & DISTRIBUTING RELEVANT & VALUABLE CONTENT TO ATTRACT, ACQUIRE, AND ENGAGE
WITH A TARGET AUDIENCE WITH THE OBJECTIVE OF DRIVING CUSTOMER ACTION.
What Is Content Marketing?
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GOOD CONTENT SHOULD MAKE THE AUDIENCE:
• SHARE
• SWEAR
• CARE
What Makes Good Content?
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Current State Of Content Marketing
•78% of most effective B2B marketers are creating more content than they
did one year ago•Last year, content marketing usage
rose to 90% for B2C•When surveyed, less than half of
marketers had a content marketing strategy
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Becoming A Content Marketing P.R.O.
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Content Marketing Approach
•Know your audience
•Define what you want your customers to do
•360 degree strategy
•Develop customerpersonas
•Create content theway your customerswant it
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Today’s Customer1. Customers now expect content to be
personalized.2. Timeliness has always been important in
delivering great service.3. Attach meaning and values based
buying.4. Peer To Peer Dependent.5. Empowered to ask “what is in it for me?”6. Short Attention Span
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Personalized
Me Dad
What moves you?” Fix or Repair Daily
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Short Attention Span
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Becoming A Content Marketing P.R.O.
PLAN
OPTIMIZE
RESULTS
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P.R.O. – Plan
Develop “stickiness” content that will connect with your audience & deliver emotion at each stage of the customer lifecycle.
Awareness Consideration Purchase Retention Advocacy
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P.R.O. – Plan
When building your plan ask yourself:
•Who do you want to reach?
•How are you going to say it?
•What are you trying to solve?
•What do you want prospects/customers to do?
•How long will this content strategy last?
•What are your success metrics?
Awareness Consideration Purchase Retention Advocacy
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Build Customer LifecycleLifecycle User Mindset Content Type
Anonymous Researching • SEO Search• Word of Mouth• Social Reviews
Prospect Interest • Paid• SEO• Social
Purchasers Committed • Email• SEO• PPC
Repeat Purchasers / Advocate
What’s Next • Email• Social Reviews• SOE• PPC
Lapsed Re-engage • Email• Winback• Geo Target
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Content Strategy Examples
AWARENESS
PURCHASE
ADVOCATE
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What Is The #1 Thing That Drove Success With These Examples?
Connect With Their Audience
2015 Forbes report found that 62% of millennials say
that if a brands connect with them they are more likely to become a loyal
customer.
71% people surveyed from an Edelman Good Cause
Study said that they make it a point to by from brands whose values are similar to
their own
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AMN Content Strategy Examples
AWARENESS
PURCHASE
ADVOCATE
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P.R.O. – Results Focused
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P.R.O. – Results Focused
For your content strategy to be truly meaningful there must be measureable goals tied to customer engagement.
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P.R.O. – Results Focused
•What content generates the best results?
•Which persona group(s) are most responsive to your content?
•What stage do you see the highest bounce & conversions?
•Which type of content performs the best (video, image, copy)?
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Having Goals Will Allow You To:
Create User Personas
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P.R.O. – Optimize
Use data gathered to:
Deliver The Right Value, To The Right Audience,
In Their Right Time
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P.R.O. – Optimize Your Next Plan
PLAN
OPTIMIZE
RESULTS
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Becoming An Agile Marketer In Today’s World:
•Take time to plan early and react after
•Have unique content created so shifting is seamless
•Focus on testing and data over opinions and feelings
•Don’t be obsessed with drawn out content plans when short wins can work
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Recap
•Know your audience
•Create content that makes your audience: SHARE, SWEAR, & CARE
•Connect with your audience at every stage in the customer lifecycle
•Determine what action you want your customers to take
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Thank YouKYLE SANDSMARK
@KYLESANDSMARK
SR. MANAGER, DIGITAL MARKETING, AMN HEALTHCARE