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Marketing to Opportunities
USC Alumni Association and USC Associates Presented by Tom Becktold June 15, 2016
Content Marketing Strategy
¡ Audit Existing Assets
¡ Identify Audience Needs
¡ Create Content Creation Team
¡ Establish A Realistic Calendar
¡ Foster Two-Way Engagement
¡ Add Value to Grow Content Providers
¡ Measure, Evaluate, Adjust, Repeat
Source: http://www.blurbpoint.com/blog/10-signs-to-show-your-content-marketing-strategy-is-a-winner/
Content Audit
¡ Identify Existing Marketing Content ¡ Print
¡ Social
¡ Website
¡ Mobile
¡ Advertising
¡ Public Relations
¡ Crisis Plan
¡ Dark Websites, Rapid Response
¡ etc.
Content Audit
¡ What Works and What Doesn’t ¡ Is the content relevant?
¡ Is the format appropriate – wordy brochure vs. brief handout?
¡ Is the interface too complicated – too many links, no clear focus?
¡ Do you note audience usage, feedback, social media growth?
Create a Content Checklist
þ Email
þ Blogs
þ Social
þ Advertising
þ Public Relations
þ Print – mail/leave-behinds • Short Form vs. Long Form
For each campaign, what will your outreach and engagement look like?
Content Development Tips
¡ Collaborate ¡ Staff and Alumni ¡ Helps Identify Multiple Interests of Alumni
¡ Share Themes ¡ Adapt for Vertical Interests
¡ Build a Narrative ¡ Tell A Story, Make it Engaging
¡ Identify Expertise ¡ Reuse Staff For Similar Efforts
¡ Develop Master Content ¡ Use to Build Blogs, Email, Social
Content Development Tips
¡ Print: Make It Evergreen ¡ Can You Avoid Dating Content?
¡ Digital: Make it Timely ¡ Connect to Your Audience’s World
¡ User Friendly ¡ KISS: Platform-Specific Ease of Use
¡ Brevity Is OK ¡ People are busy
10 Email Writing Tips
1. Headlines Are The Gatekeeper to Your Email ¡ Use Actionable Language
¡ Don’t Miss Willow Bay at USC Women’s Conference
¡ Purchase Tickets Today for USC Women’s Conference
2. Try Personal Headlines Based on User Profiles ¡ Create Several Different Headlines
¡ Speak to Different Triggers
3. Clarity First, Catchiness Is Secondary
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
Try it without a verb
10 Email Writing Tips
4. Align Your Subject Copy To Your Body Copy ¡ Deliver What Your Promise or Click-Throughs Suffer
¡ “54 New Data Slides for Your Marketing Decks”
¡ “Get Key Marketing Trends From the Marketing Data Box”
5. Establish Relevancy Immediately in Copy ¡ What’s Your Connection To Your Recipient?
¡ Thanks for Making The Don Thompson Film Festival A Hit. Don’t Miss our Conversation with Producers Seminar on April 19
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
26% click-through rate
10.4% click-through rate
10 Email Writing Tips
6. Write In The Second Person ¡ Use “You,” “Your” Pronouns
¡ Focus on the Reader, Not the Writer
7. Focus on Benefits, Not Features
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
You get a discount, but what’s the value
behind it?
They’re selling shorts, but telling you how versatile and convenient they are
10 Email Writing Tips
8. Be Brief ¡ Don’t Tell Your Entire Story ¡ Greet, Then Get to the Point ¡ Know The Action Your Email is Supposed to
Drive
9. Be Personable ¡ It’s OK to Show Personality and Have a
Relatable Voice
10. Use Actionable Call-To-Action Language ¡ Make It Easy To Identify ¡ You Want Great Design and Great Copy
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
Content Opportunities University Events, News,
Experts, Volunteers, Alumni Milestones
Social Media Influencers
Repurpose / Expand Existing Content
Visual Content Is Critical
Images: Visuals Boost Engagement
94%
Source: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.0001fwi8l2ys3ed8znc1a804dhgay
Polling Tools • Twitter Polls • Poll App • Wedgies Polling
Interactive Engagement:
Questions, Polls
Videos: University, Student, Faculty,
Alumni Generated
http://blogs.constantcontact.com/social-media-image-sizes-2016/ Source: Constant Contact
Social Media Image Sizes
Identify Influencers
¡ Attend Live Events
¡ Social Media Advocates ¡ Respond, Comment, Share, Retweet, Like ¡ Create USC-Focused Pages / Profiles
¡ Email Engaged ¡ Respond to Emails, Click on Links
¡ Volunteer ¡ Active on Committees, Speak at Classes, Mentor
¡ Donate
Listen, Learn, Engage
¡ Identify Relevant Users on Each Platform
¡ Which Users/Groups Are Active?
¡ How Big/Engaged Are Their Audiences?
¡ Who Participates Regularly?
¡ What Are Their Interests?
¡ Find A Relevant Connection
¡ Add Value
¡ Engage Regularly
Influencers on Social Media
Quick Search of All Users with “USC Fan” in their profile
Twitter Provides Search Tools To Identify Relevant Users Build A Better Twitter Feed by Following USC Advocates
Influencers on Social Media
What’s Most Relevant Locally in Real Time
Twitter Trends Enables You to See Location-Based Trends
Influencers on Social Media
Audience Identified by Interest and # of Members
LinkedIn Currently Has
More Than 450 Groups Related to USC
Influencers on Social Media
Clearly defined mission for this group with more than 1,600 members.
Open or Closed Group? What is the Mission? Who are the Group Administrators?
Influencers on Social Media
Tools to Target & Measure
¡ CRM ¡ Fields to Sort By Interest or Past Activity ¡ Update Based On Marketing Engagement
¡ Website ¡ Google Analytics
¡ Email ¡ Open Rate, Click-Through Behavior
¡ Social Media Measurement ¡ Twitter, FB Have Basic Analytics ¡ Track More Than Follower Growth ¡ Follower Engagement Is Key
Define What You Want to Achieve and Measure THAT
