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Developing Engaging Content for Content Marketing
The document discusses the evolution of media and trust, highlighting how increased access to primary sources through the internet has changed public engagement with news. It emphasizes branded storytelling as a strategy for businesses to rebuild trust with their audiences by providing engaging and relevant content. The document outlines steps for creating effective content, focusing on understanding community interests, crafting relatable narratives, and utilizing analytics to measure success.
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Developing Engaging Content for Content Marketing
- 1. DEVELOPING TRUST THROUGH CONTENT IWUSmall Business and Youth Build
- 2. Digital and TraditionalMarketing | Content Strategy | Social Media | UX | Designer | Educator | Consultant • huonks.com • linkedin.com/in/brianhuonker • slideshare.net/bkhuonker/ (The one thing to remember) BRIAN HUONKER MS, SAFe® Agile, CLU®, Human Factors CUA™
- 3. Before the informationage, the only people who had access to “primary sources” — direct words from politicians, celebrities, and other public figures — were the professionals. When newspapers, radio, and television chose what to write and what to publish the rest of the public only got what they were given. Today, there has been a massive increase in public access to primary sources through the internet. Every “primary source” has their own website with links to a Blog, Twitter, Facebook, Instagram, and more. Much of the information news outlets use to write their articles has been made available to the general public . The media environment has changed. It’s up to us to determine what is said about us with branded storytelling. WHY “BRAND” STORYTELLING
- 4. A RISE INMEDIA ◻ A shift to social and online media as sources of news ◻ One-in-five U.S. adults say they often get news via social media. ◻ While TV still remains primary, it has been declining rapidly since 2016. Being replaced by news websites and social media ◻ “citizen” journalism… only held accountable to their readership 40 percent get their news from multiple online and social media sources.
- 6. AND A LOSSIN TRUST ◻ Trust in media hits bottom ◻ Just 53% of those aged 65 and older ◻ Just 33% of those under age 30. ◻ 60% say sources pay for stories. Which is backed by the continuing consolidation of media outlets. ◻ 41% are unlikely to believe stories filled with anonymous sources. ◻ 42% of Democrats believe the media isn’t biased. Just 10% of Republicans said the same. Media is last on a list of all of Washington’s institutions that the public has confidence in, even under Congress.
- 9. How have youbeen mis-represented?
- 10. A RISE INMEDIA AND A LOSS OF TRUST ◻ News outlets compete for readership with everything else online. ◻ News outlets are being bought out and consolidated… and with them, the news departments. ◻ Newspapers are becoming smaller and smaller. TV News programs are pressured to be more “entertaining”. Radio, well, who listens to radio? ◻ The rising presence of less credible sources such as unregulated “citizen journalists” and deliberate misinformation campaigns. ◻ People can now “choose” where to get their information. And as such, choose that sources that reaffirm their personal views.
- 12. We are exposedto around 4,000 to 10,000 ads each day
- 13. Americans expect toget their information from social media, but they don’t expect it to be accurate.
- 15. But with brandedstorytelling, allowing for transparency and accountability, business can rebuild their trust.
- 16. Who is involvedin their content/social marketing? Who has a content marketing program?
- 17. Where do youstart? DEVELOPING TRUST THROUGH ENGAGING CONTENT
- 18. BUILDING TRUST THROUGH ENGAGINGCONTENT ◻ To begin building trust, we need to find stories that: ¤ Captures the community’s persona (the variety of personalities that exist within the community). ¤ Written in a manor that the can be easily discovered and shared. ¤ Allows for continual discovery of additional content while reading. ¤ Ultimately connects your business through cultural, relevant, and valuable content with the customer.
- 19. BUILDING TRUST THROUGH ENGAGINGCONTENT ◻ STEP 1: IDENTIFY AND SET GOALS in order to have clear and measurable return on investment. ◻ Determine what you want to achieve with storytelling? ◻ Ensure they align with your companies overall vision, mission and directions. ◻ Ensure they align your marketing strategies. ◻ Record them in your content calendar (not only for tracking but for future articles/posts)
- 20. BUILDING TRUST THROUGH ENGAGINGCONTENT ◻ STEP 2: PAINT A STORY that engages your readers. ◻ Discover what the community is talking about. ◻ Research what your community wants to hear about at the “point of transaction”. ◻ Create content that is valuable in customers’ eyes using data learned from community. ◻ Write for a Millennial and post-Millennial generation (aka “bathroom copy”). ◻ Be Involved buy responding to comments and possible future articles.
- 21. BUILDING TRUST THROUGH ENGAGINGCONTENT ◻ DISCOVER. What the customers are talking about. Thinking about. Concerned about. ◻ What’s being commented on in local newspapers? ◻ Utilize surveys ◻ Examine your own website (Google Analytics)/social media data ◻ Google Alerts, Google Trends, BuzzSumo, and other online tools ◻ What’s being asked in the store?
- 25. BUILDING TRUST THROUGH ENGAGINGCONTENT RESEARCH. Learn what your customers wants from you. ◻ What questions are they asking when they call? ◻ What are they asking the employees ◻ What are they talking about in social media?
- 26. What are theycomplaining about?
- 27. BUILDING TRUST THROUGH ENGAGINGCONTENT CREATE. What article would best represent your message ◻ Utilize good and bad examples. Represents the hero and the villain. ◻ Utilize visuals. reinforces the main points (people skim… remember “the bathroom”) and leaves an impression. ◻ How to videos. Helps explain processes or instructions easier than written (HowToPlay). ◻ Q&A. With your customer. Especially those that are “connectors”
- 28. BUILDING TRUST THROUGH ENGAGINGCONTENT • Make a Predictions Post • Things You Might Not Know About Me • Why I Don’t Do ‘X’ • (Famous Person Guide) To (Blank) • Case Study • Product Showdowns • ‘X’ Things You Must Do After (Blank) • The Tools of the Trade • Ask / Involve the Reader! • Debunk Industry Myths • Comment on Industry Gossip • New Product, Course, or Book Launch • Celebrate An Anniversary
- 29. BUILDING TRUST THROUGH ENGAGINGCONTENT • How To (Blank) In (X Number of Days / Hours) • Experimental Posts • Comprehensive Pillar Posts • (Insert Desired Benefit) That No One Talks About • Blog Post Roundup • Things I Wish I Had Done Differently • Special Announcement Post • Year In Review • Goals for the Year Ahead • Tips For Newbies • Insider Interviews • Q&A Blog Post
- 30. BUILDING TRUST THROUGH ENGAGINGCONTENT WRITE. Target a 5th/6th grader reader • Small words and short sentences • Short paragraphs with a introduction and summary • Bulleted Lists to help readers skim the copy. • Copy broken by headings and subheads. • Target 400-640 words but don’t be afraid to write longer.
- 31. BUILDING TRUST THROUGH ENGAGINGCONTENT • Headline. Clear, concise. • Introduction. Simple summary of the article, nothing fancy, move the reader into the article as quickly as possible. Ensure the main take away is included. • Image(s). Use an image that reinforces main takeaway. Ensure the “alt tag” is accessibility requirements. • Subhead. Each Main Copy block needs a subheading that summarizes the block. • Main Copy. Short, concise sentences and paragraphs. • 20 words or less per sentence. • 3-4 sentences per paragraph, 3-4 paragraphs per Main Copy. • Easily digestible words • Bullet out topics for easy skimming. • Utilize Links to allow the customer to move other articles. Link to other sources • Closing/CTA. Summarize the article and include a CTA (call to action) or next action for the reader to take. • 640 is the ideal word count. Minimum 400 words (but take that with a grain of salt.
- 32. BUILDING TRUST THROUGH ENGAGINGCONTENT Build your social media post form your content. • Subheads become a social point. • Bullets become a social post Each post should link back the article.
- 33. BUILDING TRUST THROUGH ENGAGINGCONTENT BE INVOLVED. Don’t just talk to your customer, engage them. ◻ Respond to comments left by your customer. ◻ Don’t be afraid to deny/remove comments if they go against your “community standards”. ◻ But don’t be afraid of negative comments. They give you an opportunity to learn and engage in discussion. ◻ Write future articles based upon their comments, and give them credit for their contribution.
- 34. Don’t forget totrack it. BUILDING TRUST THROUGH ENGAGING CONTENT
- 35. BUILDING TRUST THROUGH ENGAGINGCONTENT ◻ Remember those goals? ◻ Utilize Google Analytics and campaign track to see which articles are connecting ◻ Socially ◻ Most comments, Shared, Liked (least important) ◻ Website ◻ Comments, visits, articles read per visit ◻ Will help identify what is working and what is not.
- 37. BUILDING TRUST THROUGH ENGAGINGCONTENT Exercise 1 ¤ Brainstorm 10 topics to write content around. ¤ Why? Exercise 2 ¤ What keywords would be best. Exercise 3 ¤ Create Headlines for each. Exercise 4 ¤ Create an introduction for each. Exercise 5 ¤ Create a Facebook post for each.
- 38. What’s Next? • huonks.com •linkedin.com/in/brianhuonker • slideshare.net/bkhuonker/ [email protected] (email me for blog post templates) Building Trust Through Engaging Content
Editor's Notes
- #3 I am a casual speaker. Feel free to chime in at any time. if we get to the third….. Even if it’s to call B.S. on me. I have been doing this a long time but I still learn something new every day. I got my start as an old school graphic designer, doing everything form corporate id to magazine advertisements. promoting everything from GE’s industrial widgets to zoo animals. from Investment companies to Duck Races. But, when the internet came along, everything changed. I adapted to the age of digital communication at a University learning from the students as they adopted the new communication channels of social media. And with social media, came along this notion of content marketing and “brand storytelling”. Which is what I do for State Farm with “Simple Insights”
- #5 Ex: story about bust of batman made from snow increased application to the school of art. Story about the “reality” of Break Bad increased applications to the criminal science department. Not typically stories media would historically carry When it comes to involving the community, we ran a series of stories about topics
- #6 How we used content through social media anchored by news hub articles to drive students to register.
- #9 If you don’t control the message, promote the message, others will. Perfect opportunity for a series of articles about “Thinking about purchasing property?”, “Questions to ask before developing a property”, or “Why you need to file”. This is also why every aspect of the a municipality should be involved in content marketing.
- #11 Sports, Threate, Movie example. Pantagraph example.
- #13 And we are pounded with information constantly. Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.
- #15 Our stories were printed verbatum
- #16 You should be. You are tapped into the various departments within your municipality. You are in contact with the community on a daily bases. I have always encourage a de-centralization of content creation. Let those who know be the creators.
- #19 Older, established community or younger, evolving community. Actively interested in activities or historically quiet. Civically minded or not.
- #20 With the Town of Normal, could be to ensure folks know when they need to file Development Plans Or when they need to get Permits… How many phone calls about putting up a fence and/or deck? What’s done with the feeds from filings and permits