How to build trust and reputation through content marketing
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As part of Firebrand Talent’s popular #digitalks event series, I spoke to audiences in Sydney and Melbourne on how to build trust and reputation through content marketing. This is the slide deck of my presentation from the Melbourne event. VIDEO OF THE PRESENTATION CAN BE FOUND HERE - http://bit.ly/TY_digitalks
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How to build trust and reputation through content marketing
- 1. #digitalks
- 3. #digitalks
- 5. #digitalks LET’S OPEN OUR EYES TO THE ROLE CONTENT CAN PLAY …
- 7. #digitalks
- 8. #digitalks
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- 10. #digitalks
- 11. Let’s strip things back …. #digitalks
- 12. blog posts podcasts Facebook/LinkedIn updates apps guides online tools research reports webinars tutorials email newsletter video live-streaming tweets YouTube videos Instagram photos ebooks infographics charts events whitepapers media articles SlideShare presentations SoundCloud/Anchor.fm clips illustrations books magazines graphic recording templates & checklists GIFs #digitalks
- 13. YOUR CONTENT FACTORY CATEGORISING YOUR CONTENT MEDIUMS #digitalks
- 14. ONE-OFF PREMIUM ‘SIGNATURE’ CONTENT YOUR CONTENT FACTORY Ebooks, webinars, research reports, whitepapers, apps, guides online tools etc. #digitalks
- 15. ONE-OFF PREMIUM ‘SIGNATURE’ CONTENT YOUR CONTENT FACTORY Tweets/FB updates, blog posts, email newsletters, video live streams, infographics #digitalks
- 16. ONE-OFF PREMIUM ‘SIGNATURE’ CONTENT YOUR CONTENT FACTORY Podcast, YouTube video show, series of themed blog posts etc. #digitalks
- 17. UTILITY-BASED CONTENT THOUGHT LEADERSHIP CONTENT (inspirational/thought-provoking) HUMAN CONTENT (personal stories, behind the scenes) PROMOTIONAL CONTENT (incentive/call-to-action) Informational (self-serve information) Instructional (educative/’how-to’) Getting the content mix right #digitalks
- 18. Certified pr warrior • Manufacturer of in-ground fibreglass swimming pools? • Online fountain pen retailer? • Wallet designer and manufacturer? • Blue-chip health insurance brand? • Paint manufacturer established in 1946? • Information management company? • Online graphic design platform? • Property investment advisory firm? • Blogger from the Faroe Islands? #digitalks
- 19. #digitalks
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- 21. ANSWER PEOPLE’S QUESTIONS WITH THE UTMOST TRANSPARENCY #digitalks
- 22. www.gouletpens.com How can I help the most people? #digitalks
- 23. #digitalks
- 24. #digitalks
- 25. EDUCATE + INSPIRE IN EQUAL MEASURE (RELENTLESSLY) #digitalks
- 27. #digitalks
- 28. www.carryology.com “…our bills are paid for by Bellroy, our sugar daddies who ask for little in return other than objectivity (and the occasional ad).” #digitalks
- 29. #digitalks
- 30. WHY DOES CARRYOLOGY EXIST? “…. we’re here to discover, discuss and disseminate new and better ways to carry. We figure if we can act as something of a campfire for the carry community to gather around, then we should all win from the insights we gain.” #digitalks
- 31. Think bigger than your brand! #digitalks
- 32. theblueroom.bupa.com.au “To become the health destination for all Australians.” #digitalks
- 33. #digitalks
- 34. #digitalks
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- 36. IN JUST OVER A YEAR … • 915 original articles + 152 videos • 2 million unique visitors • Blue Room visitors 79% more likely than non-visitors to believe Bupa has health care expertise … • … almost 3 times more likely to consider buying health insurance from the brand • Paid amplification >>> Outbrain + Facebook ... BUT ... • Greater focus on SEO • Partnering with organisations (e.g. Stroke Foundation) – co-create/co- amplify SOURCE: www.marketingmag.com.au/hubs-c/lauren-quaintance-bupa-blue-room-matt-allison/ MATT ALLISON, BUPA #digitalks
- 37. Build an eco-system around your content property #digitalks
- 38. Online interiors magazine - a place for people to be inspired by colour - www.thechromologist.com #digitalks
- 39. Online interiors magazine - a place for people to be inspired by colour - www.thechromologist.com #digitalks
- 41. Be part of the bigger story #digitalks
- 43. Understand your audience (utilise multiple mediums) #digitalks
- 45. #digitalks
- 46. Education-based marketing CAN BE POWERFUL #digitalks
- 48. #digitalks
- 49. • 6th – BRW Fast 100 List (2015) • Shortening of the sales cycle = “astronomical” • Email list grown from a “handful of thousands” to over 27,000 Cam McLellan Co-founder, OpenCorp #digitalks
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Notes de l'éditeur
- When it comes to content marketing, what are some things we can learn from others who are having an impact in this space?