Content Strategy Sail America Industry Conference © 2015
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Content Strategy
Sail America Industry Conference
© 2015
Founder, Fresh, LLC
2
MichelleGirasole
facebook.com/Fresh LLC Connecting Food, Folks & Fun
@SassyMichelle
Marketing for Today
Developing Your Customer Personnas
Best Practices for Delivering Content
Things You Need To Know
3
Agenda
Marketing for Today
5
Marketing
Flipping the Funnel
Find
Marketing then. Marketing now.
Convert
Keep
6
FORWARD
& SHARE
Your new best friends.
Make it easy to share.
Facebook LinkedIn InstagramTwitter Pinterest Youtube
WHERE ARE YOU TODAY?
8
marketing
Marketing
At its core, marketing is abouteliciting a physical and measureable
response
Measurable Response
click or
download
come to
the store
or office
schedule
a session
purchase call
Developing Your Customer Personnas
11
Remember…
ENTICE to stay in touch
ENGAGEPeople
Engagement drives SOCIAL
VISIBILITY
Provide a “Wow!”EXPERIENCE
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Personna Development
Customers are not alike
Demographics
Buying Differences
Interests
Objections
Preferences
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Personna Development
So, keep them separated
Profiles
Make it personal – pick your favorite
Survey and Segment
Make some content general & some targeted
Case Study
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Personna Development
Case Study: Marina
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Personna Development
Case Study: Marina
Monthly – stay in touchSlip Rentals
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Personna Development
Case Study: Marina
Monthly
Seasonally Winterization & Storage
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Personna Development
Case Study: Marina
Monthly
Seasonally
Annually
Emergency Services: Hurricane
Best Practices for Delivering Content
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Marketing
Engagement is the new word of mouth
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Marketing
ENTICE to stay in touch
ENGAGEPeople
Engagement drives SOCIAL
VISIBILITY
Provide a “Wow!”EXPERIENCE
21
Content Strategy
Content Strategy: your 5 step plan
Who
What
When
Where
Why
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Content Strategy
Content Strategy: your 5 step plan
Who… who will write it?
What You? Team? Professional writer?
When Original content vs industry news
Where
Why
You have an advantageYou can be your authentic self
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Content Strategy
Content Strategy: your 5 step plan
Who
What… what will you create?
When Blog. Video. Images. Ebooks.
Where News. Offers. Infographics.
Why Variety is the spice of life.
See what works!
(more on types of campaigns in a few.)
Repurpose Everything
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50%
Less is More.
Types of Campaigns
Newsletters &
Announcements
Special Offers
and Deals
Online Surveys
and Polls
Event Invites
& Updates
Newsletters & Announcements
Send by Email & Share on Social
Let Others Share Via Social Too
Place Logo at the Top + Name in Text
Key Action Items Above the Scroll
Add Your Own Social Links Too
Tease Articles with Read More Links
Special Offers & DealsPush with Email
and Social
Encourage Sharing
Collect Money
On The Spot
Track Everything
Add your links!
Surveys & PollsPush with Email
and Social
Also on website
Don’t ask too
many questions
Brand it with
Your Logo
Really “Listen”
to Feedback
Event Invites & Updates
Push with Email
and Social
Make RSVP
Easy To Find & Click
Keep Details Simple, Clear
Manage It All OnlineSign-ups, Payments & Check-In
Create An Event Homepage
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Content Strategy
Content Strategy: your 5 step plan
Who
What
When… How often?
Where What day of week?
Why What time of day?
Test and watch engagement.
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Content Strategy
Content Strategy: your 5 step plan
Who
What
When
Where… wherever your customers are
Why Blog > Newsletter > Social
Partners News
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Start where you areAnd where your customers andrelationships are.
SAVE!
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Content Strategy
Content Strategy: your 5 step plan
Who
What
When
Where
Why… Why do they care?
Value. Education. Urgency
To stay top of mind and ENGAGE
Things You Need To know
First Steps
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• Get your contact list together, even if it’s just five people.
• Send email campaign
monthly for engagement
• New to social, fill in all
fields, be consistent
• Add starter content with FAQs & Pictures
• Follow, Fan and Link to your best customers 1st
Grow your list
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Add “Join My List” to your website
Add a link to email signature
Ask. Just Ask.
Start somewhere.
Even if it’s just
friends and family.
Set up Text To Join
Get them on Facebook
Create a Paper Form
• Set up “Welcome” & “Update” Emails
• You can pre-schedule Email Campaigns
• Create a Series using an Autoresponder
• Use A Scheduling Tool for social engagement
Automate What You Can
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Make sure you listen and respond!
3 to 5 Times A Week, 20 mins at a time
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You are not marketing.If you’re not measuring,
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Marketing
Today,marketing
isn’t
JUST ABOUTLOOKING GOOD
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Marketing
Today,marketing
isGetting
measureableresults
Delivering onyour promise
Nurturing relationships
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Grow with Constant ContactOne Toolkit. One Login.
All the marketing campaigns you needTogether in one place
.
Offers& Promotions
Events& Registrations
Feedback& Surveys
Newsletters& Announcements
Founder, Fresh, LLC
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MichelleGirasole
facebook.com/Fresh LLC Connecting Food, Folks & Fun
@SassyMichelle
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