Is your franchise content working towards a clear goal, or are you simply posting because you feel you should?
In this episode of The Franchise Marketing Show, Mark Harman joins Steph Gutmann from Coconut to discuss how franchisors can create a content marketing strategy that builds trust and helps prospective franchisees take the next step.
Content marketing goes far beyond social media. From emails and websites to video, podcasts and printed prospectuses, every piece should help people understand your brand, meet the people behind it and picture themselves joining your network.
In this episode: • Where to start with your franchise content strategy • Understanding your audience and choosing the right channels • Why your emails might need a rethink • Showing your culture through real people and stories • Creating content in-house versus bringing in specialists • Building a “trust portfolio” for your franchise • Setting goals, measuring results and adjusting your approach • Using franchisee video series across multiple marketing channels • Keeping your messaging consistent across the network • Standing out through personality, people and thoughtful design
What’s the biggest challenge with content marketing for your franchise? Let us know in the comments.
Subscribe to The Franchise Marketing Show for more conversations about franchise marketing, recruitment and growing your network.
00:00 Introduction 00:31 What counts as content marketing? 02:06 Building a strategy around your audience 05:08 Choosing the right channels 06:37 Building trust and showing your culture 08:40 In-house marketing or outside support? 12:16 Creating your trust portfolio 13:30 Setting goals and measuring results 14:50 Telling franchisee stories through a series 16:14 Helping prospects get to know your people 19:02 Content marketing for smaller teams 20:17 Standing out with personality 21:41 Wrap-up
Podden och tillhörande omslagsbild på den här sidan tillhör
Coconut Marketing. Innehållet i podden är skapat av Coconut Marketing och inte av,
eller tillsammans med, Poddtoppen.
