Risks and Rewards of Creating Authentic Content

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Risks & Rewards of Creating Authentic Content

Maggie Crowley, Marketing Coordinator

Risks & Rewards of Creating Authentic Content


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CommitmentPricingDemo

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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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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


• As little as 2 hour a month



…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


• As little as 1 hour a week



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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THANK YOU

…questions?

Risks and Rewards of Creating Authentic Content

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