1.
Matt Cooper
CEO
Visual.ly
@matt_cooper
Premium Visual Content
#inEDU16

2.
Did you
know… The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 seconds.
That puts us one second shorter
than a goldfish.
#inEDU16

3.
• Premium visual content
• On-demand access to the
best designers, content
strategists in the world
• Acquired by ScribbleLive in
Jan 2016
• Content marketing software
• Strategy, insights/ analytics,
planning, publishing, live
blogging, social, SEO
#inEDU16

4.
Visual
content
is more
effective
• Infographics are liked and shared on social media
3X more than other any other type of content
• Content with a relevant image gets 94% more
views
• When people hear information paired with an
image, retention 3 days later goes from 10% to
65%
• Colored visuals increase willingness to read
content by 80%
• Shoppers who view video are 1.81X more likely to
purchase than non-viewers
• Using the word “video” in an email subject line
boosts open rates by 19%, click-through rates by
65% and reduces unsubscribes by 26%
Sources: http://www.office.xerox.com/latest/COLFS-02UA.PDF, http://www.lifelearn.com/2015/05/12/why-infographics-work/,
https://blog.kissmetrics.com/visual-content-you-need-to-use-in-your-marketing-campaign/,
https://blogs.adobe.com/digitalmarketing/search-marketing/seo-for-success-in-video-marketing/, http://www.massplanner.com/10-types-of-
visual-content-to-use-in-your-content-marketing/,

5.
Visual content is more effective
Infographics are Liked and
shared on social media 3X
more than other any other
type of content
Content with a
relevant image gets
94% more views
When people hear
information paired with an
image, retention 3 days later
goes from 10% to 65%
Sources: http://www.office.xerox.com/latest/COLFS-02UA.PDF, http://www.lifelearn.com/2015/05/12/why-infographics-work/, https://blog.kissmetrics.com/visual-content-you-need-to-use-in-your-marketing-campaign/,
https://blogs.adobe.com/digitalmarketing/search-marketing/seo-for-success-in-video-marketing/, http://www.massplanner.com/10-types-of-visual-content-to-use-in-your-content-marketing/,

6.
Don’t give them 4, give them 2+2
Andrew Stanton, Pixar
• Stories synchronize our brains
• Studies have shown that storytelling improves
engagement, retention and the perception of the
storyteller
• 92% of consumers want brands to tell stories
Storytelling is more effective
Source: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2922522/

7.
Agenda
• What is content marketing?
• Free advice – 3 tips
• Case study: Emory University
• Closing thoughts
#inEDU16

8.
What is content marketing?
#inEDU16

9.
The marketing and business practice
for creating and distributing relevant
and valuable content to attract,
acquire and engage a clearly defined
and understood customer audience –
with the objective of driving profitable
customer action.
Content Marketing: The Formal Definition
Source: Content Marketing Institute #inEDU16

10.
Traditional marketing and advertising
is telling the world you’re a rock star.
Content Marketing is showing the
world that you are one.
Content Marketing: The Elevator Pitch
Source: Content Marketing Institute #inEDU16

11.
Content marketing is about
delivering the content your
audience is seeking in all the
places they are searching for it.
Content Marketing: For Practitioners
Source: Content Marketing Institute #inEDU16

12.
Content marketing is about creating
interesting information your
customers are passionate about so
they actually pay attention to you.
Content Marketing: For Non-Believers
Source: Content Marketing Institute #inEDU16

13.
Sooner or later, everything old is new
again.
Stephen King
#inEDU16

14.
TIP #1
Use every part of the
buffalo
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15.
“One and Done” is a waste
Great Story,
Data
Great
Whitepaper
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16.
Derivative content leverages the storyline
Whitepaper Infographic Interactive Microcontent Video
Great Story = Lots of Great Content
#inEDU16

17.
Tent-Pole versus Derivative Content
Tent-Pole = the steak
• Longer form, deeper engagement
• More time/commitment to produce
• More time/commitment to consume
• Client investment means it has to
deliver a LOT of value
Derivative = the parts
• Shorter form for different
channels —cast a wider net
• Efficient to produce
• Taste test for your targets – are
they interested in learning more?
#inEDU16

18.
Mobile and social are where you will first engage
• Mobile engagement is strong
and growing
• Short-form derivative content is
ideal for the first engagement
• Give them a compelling reason
to click through to the tent-pole
piece
#inEDU16

19.
Example: Cisco’s launch of cBR-8

20.
Example: Cisco’s launch of cBR-8
https://vine.co/v/eK6dzV2WBpLhttps://vine.co/v/eqa0a9Od13t

21.
Framework example: Our Survey Campaign
Original survey
research + written
guide
bit.ly/1Nsb96L
Infographic 4 blog posts
Linkedin post
Medium post
+ +
PR push → 10 stories
- 5 pieces of micro content
- Webinar
- Video of webinar
- Slideshare
#inEDU16

22.
TIP #2
Know your audience
#inEDU16

23.
• Who are they?
• What are their problems?
• Where can you bring value?
• Personas 101
Personas 101
#inEDU16

24.
• Mass incarceration video
• 1.5 million views
• 5,000+ comments on social
• Not our target customers
• Not solving our clients’ problems
How to get it wrong
https://youtu.be/NaPBcUUqbew
#inEDU16

25.
• We know our target market
has a problem
• Content marketing takes a
lot of work
• Everyone is scrambling to
stay afloat
• We think this will help
How to get it right
#inEDU16

26.
Topic
• What do your personas care about?
• Where do you have brand equity?
• What do your competitors talk about?
Channel
• Where do your personas go for information?
Format
• What format is best for that channel?
Who is saying what (and who cares about it)
#inEDU16

27.
TIP #3
Ready, Fire, Aim
#inEDU16

28.
The evolution of content marketing
What is
content
marketing?
I should do
more content
marketing
Is content
marketing
working?

29.
• Step 1 is the personas – see
above
• Don’t go crazy – simple is
better
• It should be a reference point
for all of your content
You need a plan
#inEDU16

30.
• Conversion?
• That would be great, but it’s a
second-order effect
• Goal is to
• Add value
• Build a relationship
• Your KPIs should reflect these goals
• Conversion in content marketing is a
cumulative effort
Step 2: Define (and remember) your goal
#inEDU16

31.
• 67% of the buyer’s journey is now
done digitally
• This is a simple framework we like
• Awareness > Consideration >
Conversion > Loyalty > Advocacy
• Fits most, but you should define your
own
Step 3: Map the Buyer Journey
#inEDU16

32.
What is most valuable when?
Early Funnel: Inform and orient
- Social Media
- Blogs
- eGuides
Deep Funnel: Convince and convert
- White papers
- Case studies
- Product demos
Retain and grow: Insider’s edge
- Customer-only content
- Events and roundtables
- Webinars
- Sharable content
#inEDU16

33.
• Take your theme/narrative and map it to the ideal
channel and stage
• Not every box needs to be filled in – should be
unique to the story you are telling
Step 4: Aligning channels, content with the journey
Persona #1 Awareness Consideration Conversion Loyalty Advocacy
Twitter
Facebook
LinkedIn
Blog
Gated Content
Partners
Slideshare
PR/Media

34.
• You know your:
• Personas
• Topics
• Buyer journey
• Channels
• Formats
• Now lay out your calendar
Pull it all together into your calendar
Persona 1 Theme Topics Channels Format
1Q 2016
2Q 2017
3Q 2018
4Q 2015
#inEDU16

35.
Case Study
Emory University
Goizueta Business School
#inEDU16

36.
Angela Lee Bostick
CMO, Emory University &
Goizueta Business School
@LikeABostick
#inEDU16
Content Marketing & the Changing
Landscape of Higher Ed Marketing

37.
• Smallest of the top 20 business schools
• Located in the dynamic marketplace of
Atlanta, GA
• Ideal environment for “high achieving
millennials”
• Known for intimate learning community
and engaging programs
Who We Are (And Why You Should Care)
#inEDU16

38.
• Small budgets (and team) to execute
marketing
• Many programs to promote - 5 MBAs,
BBA, PhD, Exec Ed & Masters
• Excellence in a wide range of topics but
limited awareness
Our Communications Challenge(s)
Prospects can’t
always
experience
“what makes us
great”
#inEDU16

39.
Question at Hand
How do we authentically and compellingly
communicate what makes us great?Q:
“Give them Content that Shows, Not Tells”A:
#inEDU16

40.
Content Can Do Many Things…
#inEDU16

41.
But It Should Always…
Make you want more!
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42.
Content as “Informant”
#inEDU16

43.
Taking Our Evening MBA From Understanding…
• Closely mirrors a FTMBA on “opportunities and
options”
• Access to same faculty, clubs and global
learning
• Inclusion 20+ concentrations, 60+ electives and
even OCR
• 25+ FAQs on website, 80 unique program pages
• Attracts multiple “personas” to its flexible format
#1 question is “how will it work…..FOR ME?”
#inEDU16

44.
To PERSONALIZING…
Career
ACCELERATOR
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45.
To PERSONALIZING…
Career
SWITCHER
#inEDU16

46.
To PERSONALIZING…
Career
BALANCER
#inEDU16

47.
Is Personal Content Really Better?
• Top 5 most viewed page, 5x growth in 3 mths
• #1 downloaded content
• Most referenced in interviews, applications
• Dramatically reduced questions
#inEDU16

48.
Content as “Engager”
You KNOW what should be said
to your prospects…..
But do THEY want to hear it?
And do they want it from YOU?
#inEDU16

49.
Be the “Bowtie”, Not the “Bullhorn”
Bring audiences (and communication) together in a
common place to digest visually and share organically
#inEDU16

50.
Be the “Bowtie”, Not the “Bullhorn”
A valuable curated content home needs two things:
1. A (brief) hashtag Strategy
2. A (visual) home for content
Prospects Community
Common Place of
Curated Content
#inEDU16

51.
Build A Memorable Tag Strategy: #GoizuetaKnows
• Used limited (3) hashtags
• Ensured heterogeneity across topics, homogeneity
in hashtags
• Aligned existing content to topics & tags
• Parsed out large-scale pieces into digestible
content
• Disseminate content in sharable format
#inEDU16

52.
Go from Copy To (Shareable) Content

53.
Provide a Pretty Home: Goizueta Social Index

54.
Is Sharable Content Really Shared?
• Highest engagement for faculty content
• Tagging schools and research topics adds eyeballs
• Casual way for new faculty to “brag” on their
placement
• Easy for media to see your expanded scale, skill
• Visual way for prospects to learn our (growing)
distinctions
#inEDU16

55.
Thank You!
@matt_cooper
@LikeABostick
#inEDU16