risks and rewards of creating authentic content
DESCRIPTION
Learn the value of creating authentic content in the financial industry, and evaluate the rewards and potential pit falls of content marketing.TRANSCRIPT
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Risks & Rewards of Creating Authentic Content
Maggie Crowley, Marketing Coordinator
Risks & Rewards of Creating Authentic Content
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SPEAKERS
Maggie CrowleyMarketing CoordinatorAdvisorwebsites.com
Stephanie HolmesCEOThe Money Finder
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AGENDA
Consumer behavior is changing
What is content marketing?
Risks & rewards
3 ways to create valuable content
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GOOGLE IS THE NEW YELLOW PAGES
% OF PEOPLE WHO DO INTERNET SEARCH
91
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WHAT ARE THEY LOOKING FOR ONLINE?
68% would rather learn about your firm reading an article rather than an advertisement
70%
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WHAT IS CONTENT MARKETING?
Creating and distributing relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience – with the
objective of driving profitable customer action.
“
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LIKE WHAT?
Blog Whitepapers Video
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Ain’t got time for that
RISKS
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REWARDS – VAST NEW OPPORTUNITIES
Top 3 rewards:
1. Build your brand
2. Establish credibility
3. Become an expert
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COMPANIES THAT BLOG
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COMPANIES THAT BLOG
57%Source: State of Inbound Marketing, Hubspot, March 2012
of marketers acquired customers from blogging
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3 ways to create valuable content
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Curate
Comment
Craft
BEST PRACTICE TIP #1
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CONTENT CURATION
Action steps:
• Start once per month
• Find and share relevant pieces
• Write a few sentences on why you thought it share worthy
• Use images
• Ask questions
• Then promote on social media
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CONTENT CURATION
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CONTENT CURATION
What about the risks?
• As little as 1 hour a month
• Second set of eyes
• Share your plan with compliance
…And the rewards?
• Gives you a lot more than an online resume with little writing
• A good place to start
• Allows you to build confidence in your writing
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FIND, COMMENT, SHARE
Action steps:
• Start twice a month
• Find & share relevant pieces where you have a supporting or contradictory opinion
• Write a short piece linking to the original piece
• Ask questions
• Then promote on social media
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COMMENTING ON CONTENT
What about the risks?
• As little as 2 hour a month
• Second set of eyes
• Share your plan with compliance
…And the rewards?
• Gives you an authentic voice online
• Makes you more searchable and shareable
• A good place to grow
• Allows you to take the next step without creating content from scratch
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Action steps:
• Start once a week
• Create a list of topics you are passionate about
• Write 250-500 word pieces
• Use images
• Ask questions
• Promote on social media
CRAFTING ORIGINAL CONTENT
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CRAFTING ORIGINAL CONTENT
What about the risks?
• As little as 1 hour a week
• Second set of eyes
• Share your plan with compliance
And the rewards?
• Builds your brank
• Makes you more memorable
• A good place to be a leader
• People get to know you before they meet you
• Attracts clients and COI from anywhere
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CASE STUDY: BLOGGING IN ACTION
Jeff uses his blog to answer frequently asked questions
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BLOGGING IN ACTION
“Life insurance retirement planning”
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38 Million results
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Blogging: search engines
love blogs
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All these companies
pay for results
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A SIMPLE ALTERNATIVE: WHITE BOARD VIDEOS
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NOW WHAT?
1. Decide where to start
2. Put it in your schedule
3. Treat it like a sale…..one day it will be
4. Start your list
5. Make a plan
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EDITORIAL CALENDAR
Date Topic
Friday, February 7 Saving for college
Thursday, March 13 3 tips for retiring couples
Tuesday, April 1 What are annuities?
Wednesday, May 1
Thursday, June 19
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REQUIRED TOOLS:
A website Choose one with a built in blogging platform that is user friendly
A second set of eyesIf you don’t have a captain-grammar-pants on staff, hire a free lance editor
TimeThere is no two ways about it, writing your own content will take time.
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