CONTENT MARKETING - retailmaine.org · -Creating a KPI . Who am I? #MexicaliBlues MEXICALI BLUES was: -Early to Omni-Channel ... (Online Merchandiser) -Community Voice (Customer Service

CONTENT MARKETING

SEA BAGS

Content Marketing Defined:

Creating, publishing and distributing

media content to build an audience of

targeted, profitable customers and

repeat buyers.

Source: Ryan Hanley, Content Warfare

Content Marketing At Sea Bags

When it’s content that adds value, it

becomes a two-way conversation that

benefits both our audience and brand.

Content Marketing At Sea Bags

– Sustainability

– Made In Maine

– Community Focused

Content Marketing At Sea Bags is:

– About the Customer

– Storytelling

– A Conversation

– Education

Content Marketing is About The Customer

#seabagsighting

• Created giveaways for our favorites

• Featured user generated content (UGC) in our

emails and social media

• Syndicated UGC into our website via Zoomph

• Engage with fans when they post their content by

re-posting, tweeting and gramming.

Content Marketing is storytelling

VIDEO – Long Form: 1-3 minutes. About Sea Bags

brand

– Short Form: 15-45 seconds. Product or customer-focused

– Embed the videos on product pages, content pages, homepage, email and in social media

Content Marketing is a conversation

RATINGS & REVIEWS

– Product and service feedback

– Q&A forum

– Review content is repurposed in all of our

marketing

Content Marketing is education

LANDING PAGES

– Educate customers on the value proposition of

products and services we offer through curated

content pages that are then used throughout our

marketing

What’s Next For Us?

• Relaunch our blog with a focus on Vintage and

Custom Sea Bags

• New Content Library

• More Video

• Enhancements in how we present and optimize

UGC

Content Marketing

@Mexicali Blues Topher Mallory, CEO

#MexicaliBlues

#MexicaliBlues

Who I am not.

Who am I?

#MexicaliBlues

Content Marketing

at MEXICALI BLUES:

- Where we have been

- What’s next

- Creating a KPI

Who am I?

#MexicaliBlues

MEXICALI BLUES was:

-Early to Omni-Channel

-On time with Social Media

-Just in time with SEM / PPC

-A late bloomer with Content

Bad Content

#MexicaliBlues

Where We Started

#MexicaliBlues

Take Risks

#MexicaliBlues

Start s m

a l l

#MexicaliBlues

Define your Audience

#MexicaliBlues

“way beyond women 25-54” –Dave Kerpen

Pick your

Channels #MexicaliBlues

Engage and

Involve #MexicaliBlues

Content in unusual places! #MexicaliBlues

Unusual can be Offline

#MexicaliBlues

your

#MexicaliBlues

Behind the #MexicaliBlues

Explain Your

#MexicaliBlues

Product Back Stories

#MexicaliBlues

Take Your Customers with You

#MexicaliBlues

Involve Other Brands

#MexicaliBlues

Personal Interaction #MexicaliBlues

Answer the Hard Questions -Marcus Sheridan #MexicaliBlues

#MexicaliBlues

Content Creation Team

- Writer (Freelance + In House)

- Photographer (In House)

- Curator (Online Merchandiser)

- Community Voice (Customer Service Assoc.)

Content Communication

- Anyone and Everyone

#MexicaliBlues

Content Marketing KPI - Quantify Investment

- Track Engagement

- Track Growth

- Track Conversions

#MexicaliBlues

- Value beyond Product

- Educate rather than Convince

- Engage Real Time

- Inspire to BUY or Share

- Analyze Repeat or Retool

RECOMMENDED TOOLS

• Podcasts: – Content Warfare by Ryan Hanley

– Social Media Marketing by Michael Stelzner

• Book: Epic Content Marketing, Joe Pullizzi

• Ted Talk: Simon Sinek’s Start With Why

• Conferences:

– Content Marketing World

– Social Media Marketing Summit

RECOMMENDED TOOLS

• Book: Enchantment, Guy Kawasaki

• Book: Delivering Happiness, Tony Hsieh

• Conferences:

– Agents of Change