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Social Media Content Strategy


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  • 1. Social Media Content StrategyDan Berlin – Experience Research
  • 2. The Right Message in the Right Place at the Right Timeê Social Media is a shiny new tool to get content out there •  But you can’t just throw content to the wall and hope it sticksê There is no longer such a thing as a destination website •  Google leads to inner pagesê Instead of simply putting content out there, we must properly plan and unleash it
  • 3. Research to understand your customersê Understand potential customers’ goals, wants, and needs •  Align these with your business goals and the available technology User Business Research Goals Social Media Platforms
  • 4. Messaging WorkshopArmed with user data, have a messaging workshop to determine your: Voice and Goals! Audience Timing Keywords Message! Tone And to get stakeholder buy-in
  • 5. Marketing is Your Friend Source:
  • 6. Where will your content live? On-site • Make things sharable Off-site • Drive traffic • Conversion • Raise awareness • Drive traffic • Conversion
  • 7. Social Media Footprint
  • 8. Getting the Voice Right
  • 9. Getting the Tone Right
  • 10. SEO and Content Strategy Go Hand-in-Handê You can’t have a good content strategy without considering Search Engine Optimization (SEO) •  Your content is useless unless it’s findableê Keywords, keywords, keywords •  Categorize your content •  Engage in relevant topicsê Optimize content for your customers and SEO will follow
  • 11. Getting the Message Right I have some bad news for you: No one wants to hear about your product! They want to be: Educated Entertained
  • 12. Message Hierarchy Primary MessageSupports all business objectives and speaks to all audiences Secondary Tertiary Calls to Action Supports main The details – What do youmessage; speaks evidence for the want them to do? to varied 1o and 2o audiences messages
  • 13. Business Process Considerations Internal buy-in Workflow Governance
  • 14. Content Calendars Are Also Your Friend Source:
  • 15. Reacting to Customers
  • 16. Be a Trusted Resource What is going to thrill users? Where are they in the lifecycle? What message satisfies the business and customer?
  • 17. Don’t Just Cultivate! Collaborate! You don’t have to create all of the content yourself Point customers to other relevant content of interest (Mashable, Reddit, etc.) Find content that your audience will think is valuable
  • 18. Flexibility Based on Dataê Measurement tools allow the quick collection of dataê You will quickly know: •  How the audience has reacted to your content •  If the audience is following the calls to actionê Have to be nimble and react to the flow of social media •  Solid workflows and governance aid nimbleness
  • 19. Tools Management Measurement
  • 20. Thank You!ê Start with user researchê Understand your goals and the landscape Dan Berlin dberlin@madpow.netê Establish workflow and governance @banderlin @madpowê Cultivate your contentê Interact and engageê Be a trusted resource