content marketing at us lacrosse
TRANSCRIPT
Lane ErringtonSenior Manager, Content Marketing
Roadmap
• US Lacrosse overview
• What is content marketing?
• Content marketing at US Lacrosse
• Building a digital skill set
US Lacrosse
• 501(c)3 national nonprofit governing body fueled by membership and philanthropic support
• Provides leadership, investment and resources focused primarily on youth and high school levels of play
• 450,000 members, 88 national staff, 300 national volunteers, 68 chapters in 45 states
• Headquartered in Baltimore
National Governing Body
Our Brands
Our Brand Purpose
“Educate, connect and influence the lacrosse
community”
What is Content Marketing?
A fundamental shift in the way brands
do marketing
“Content Marketing is the only
marketing left.”-- Seth Godin
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined
audience — and, ultimately, to drive profitable customer action.
Traditional vs. Modern Marketing
• Interruptive ads• Email blasts (spam)• Direct mail• Not targeted• All thing to all people
• Blogs• Social media, SEO• Branded magazine• Targeted by personas• Customer-centric
Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore
magazine advertising, and now have become so adept at online “surfing” that
they can take in online information without a care for banners or buttons
(making them irrelevant).
SellingShouting
Interrupting
Instead, consistently deliver useful
information to your would-be customers in
the places they go
Be helpful and relevant, tell a great story,
win trust, loyalty and business
Who’s doing it well?
How We Do Content Marketing
Content Marketing Story
“Meet at the corner of education
and inspiration”
Three Key Questions
For ANY piece of content:1. Who is the audience?2. What is the goal?3. How do we measure it?
If you can’t answer them:A. Let me help you answer them ORB. Come back to me when you can
Our key audiences
PRIMARY• Parent• Coach• Player
SECONDARY• Official• Program leader
Blogging Strategy
Blogging Strategy
Editorial Calendar
Always
Be
Creating (and)
Distributing
Social Media Strategy
Social Media Strategy
“The point isn’t to be good at social media,
the point is to be good at business
because of social media.” -- Jay Baer
“Content is fire. Social media is gasoline.”
Distribute twice as hard as we create
“If it doesn’t spread, it’s dead.”
“Content is still the king, but I would say distribution is now the queen. Good content with poor distribution is just
that, which means it will be litter. Bad content with good distribution is just that, which means it won’t get watched.”
-- Bob Bowman, CEO, Major League Baseball Advanced Media (MLBAM)
Our Marketing Channels
Our Marketing Channels
Social Media Channels
Facebook Strategy
Facebook Strategy
Facebook Strategy
Twitter Strategy
Twitter Strategy
Twitter Strategy
Instagram Strategy
Instagram Strategy
Instagram Strategy
Instagram Strategy
Integrating Partners
Integrating Partners
AUTHENTICITY
You are the protector of your audience
Measurement
• Blog: 696K unique page views in 2014, 1300% increase
• Facebook: Reach 500K people/week
• Twitter: 10M impressions/month
• Instagram: Total audience (82K) up 111% since Jan. 1
• YouTube: 450K views in Q1
Brand Channel AudienceAt
ArrivalUS Lacrosse Facebook 78,392 42657
Twitter 71,545 11896
Instagram 56,800
YouTube 14,779
Vine 16,569
LinkedIn 4,845
Google+ 698Lacrosse Magazine Facebook 33,246 11688
Twitter 42,015 1411
Instagram 12,000
YouTube 1,186Soundclou
d
US Lacrosse Convention Twitter 2,330US Lacrosse
Championships Twitter 1,430
World Lacrosse Facebook 8,730
Twitter 9,740
TOTAL 354,305 67652
% increase 424%
Building a Digital Skill Set
In digital marketing, if you stop learning,
you die. Period.
Skills You Need
• Writing• Editing• Inbound mindset• Social media• Data
• Coding• Design • Video• Email• Web
How to Get Them
• HubSpot Inbound Marketing Certification• Hootsuite Social Media Certification• Google Analytics Certification• Codecademy HTML/CSS• Mailchimp email marketing course• Facebook Blueprint course
Digital Skill Set
• Visionary• Project Manager• Storyteller• Editor• Creative• Technical Director• Analyst
Social Tools I Use
• Hootsuite (social listening, scheduling)• Bitly (link shortening)• Native analytics (Facebook, Twitter, YouTube)• Pixlr (photo editing)• Google Calendar (editorial calendar)• Google Analytics (measurement)• Google Docs, DropBox (file editing/sharing)• feedly (daily reading aggregator)• SoundCloud/Spotify (sanity)
Recommended Reading
• HubSpot Blog• Contently• Jay Baer• Seth Godin• Buffer Blog• Content Marketing Institute• Hootsuite Blog• Think With Google• #SportsDaily
A Word About Sports
We work when other people don’t.
Contact Me
@Lane_Errington
linkedin.com/in/laneerrington