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Slides for Content Marketing panel at the 2014 ABA Marketing & Retail Banking Conference. @ABAMktgRetail #ABAhix
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It's All About the ContentAmy Delaney, Pacific Continental Bank, Oregon
Diane Hicks, Community Bank of the Chesapeake, Maryland
Joann Marsili, Fidelity Deposit and Discount Bank, Pennsylvania
Kevin Wilderman, North Shore Bank, Wisconsin
Kristin Brandt, Sundin Associates, Massachusetts
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It's All About the Content
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It's All About the Content
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It's All About the Content
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It's All About the Content
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It's All About the Content
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What is Content Marketing
What is Content Marketing? The Content Marketing Institut
“a marketing technique of creating and distributing valuable, relevant and consistent content to
attract and acquire a clearlydefined audience - with the
objective of driving profitablecustomer action.”
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What is Content Marketing
• Articles
• How to’s
• Newsletters
• Seminars
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Share Your Story
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Share Your Story
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Share Your Story
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Share Your Story
#ABAHiX
Share Your Story
#ABAHiX
Share Your Story
#ABAHiX
Share Your Story
#ABAHiX
Share Your Story
#ABAHiX
Share Your Story
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Share Your Story
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Share Your Story
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Share Your Story
• About
• Favorite Moments
• Challenges
• Upcoming Events
• How to get involved
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Share Your Story
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Share Your Story
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Share Your Story
#ABAHiX
Share Your Story
#ABAHiX
Share Your Story
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Share Your Story
#ABAHiX
Share Your Story
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Share Your Story
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Share Your Story
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Making the Case for Content
You
want
to do
what?
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Choosing Your Channels
W
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Managing the Process
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Creating the Content
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Defining and Measuring Success
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Barriers to Success
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What’s Next?
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Recommendations
Know your audienceand how to reach them.
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Recommendations
Leverage existing relationshipsto create content.
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Recommendations
Find and engagebrand advocates.
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Recommendations
Repurpose contentthroughout available
channels.
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Recommendations
Find the right contentsource mix.
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Recommendations
Know your audience and how to reach them.
Leverage existing relationships to create content.
Find and engage brand advocates.
Repurpose content throughout available channels.
Find the right content source mix.
