the art of content marketing...dare to be fascinating!the art of content marketing debra sheridan,...

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

IVY marketing group

__________________

1990

senior housing

and services

full service

marketing &

pr

content marketing is about

creating relationships & referrals

senior housing is built on relationships and referrals

inbound marketing

content marketing

is inbound marketing,

outbound marketing

and so much more.

content marketing

content marketing

• audience• content

audit

• mapping content • editorial

• calendar

audience

content audit

audit

type

date

topicleads

persona

identify your buying cycle

awareness

research/education

comparison/validation

purchase

map your content

awareness

research

comparison

purchase

referral/retention

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

content marketing’s channels

13

Website

seo

publicitysocial media

& twitter

w of m

mobile

qr readers newsletters

blogs and posts

website

Finding intriguing topics

compelling content

•webinars

•white papers

•research studies

•videos

•podcasts

•e-books

follow the news

monitor social conversations

recruit a team of content creators

keep a content backlog

& style bank

repurpose content

take your video care everywhere

write annual and “best-of” features

conduct original research

repurpose other

look beyond senior housing and services

keep a list of evergreen content

words

Lively

• Action and animation

• Verbs rather than adjectives

SEO

• Keywords

• Long tails

Source

• Links

• Support

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

keywords

on-page seo

using keywords

phrases in copy

off-page seo

link building

accessories

photos

videos

links

calls to action

limited time

elements of

calls to action

valuable

action-oriented

easy to use

prominent

landing pages

measurement

metrics

google analytics

winning strategy

analyze results

questions

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