Without a Heart,Social Media is Just a Platform!Carla GatesSocial Media Strategist, Teacher, & WriterNEDMAMay 15, 2013
TODAY’S MESSAGE:CONTENT IS THE HEART2PROSPECTSCUSTOMERSEVANGELISTS,RESELLERS,INFLUENCERSAMAZINGCONTENTYOURWEBSITEor BLOGOF...
Why Should You Care About Content?• 80% of business decision-makers said they prefer toget information via articles, not a...
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5content marketing n. creating (or curating), andsharing valuable free content to attract andconvert prospects into custom...
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So, how do I create content with aheart?81. Relevant 2. Timely3. Personable 4. Visual5. It’s not all about you!The 5Rules ...
What keeps your customers up at night?What makes them happy?What information is valuable to them?What’s on their wish list...
10Pulling It AllTogetherGet youremployeesinvolvedUse lots of images!Photos, infographics,maps, charts, memesNewsjack!Alway...
TO RESTATE:CONTENT IS THE HEART11PROSPECTSCUSTOMERSEVANGELISTS,RESELLERS,INFLUENCERSAMAZINGCONTENTYOURWEBSITEor BLOGOF SOC...
12
Don’t do this…13
Or this….14
And definitely don’t do this…15April 15, 2013
• Find this presentation atslideshare.net/CarlaGates• Follow me on Twitter attwitter.com/CarlaGates24716
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New England Direct Marketing Association Presentation

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  • WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  • WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  • WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  • New England Direct Marketing Association Presentation

    1. 1. Without a Heart,Social Media is Just a Platform!Carla GatesSocial Media Strategist, Teacher, & WriterNEDMAMay 15, 2013
    2. 2. TODAY’S MESSAGE:CONTENT IS THE HEART2PROSPECTSCUSTOMERSEVANGELISTS,RESELLERS,INFLUENCERSAMAZINGCONTENTYOURWEBSITEor BLOGOF SOCIAL MEDIA MARKETING
    3. 3. Why Should You Care About Content?• 80% of business decision-makers said they prefer toget information via articles, not ads.• 70% said content makes them feel closer to a company.• 60% said content provided by companies helps themmake smarter buying decisions.[Source: GfK Roper Public Opinion Polls]Woah. 80% Want Content?3
    4. 4. 4
    5. 5. 5content marketing n. creating (or curating), andsharing valuable free content to attract andconvert prospects into customers.“THE TRUST, CREDIBILITY, AND AUTHORITYTHAT CONTENT MARKETING CREATES,KNOCKS DOWN SALES RESISTANCE,ALL WHILE PROVIDING A BASELINE INTRODUCTIONTO THE BENEFITS OF YOUR PRODUCT.”(Brian Clark, Copyblogger)“CONTENT MARKETING IS THE GREAT EQUALIZER.LARGE BUDGETS AND STAFF DON’T NECESSARILY WIN”.(Joe Pulizzi, Content Marketing Institute)
    6. 6. 6
    7. 7. 7
    8. 8. So, how do I create content with aheart?81. Relevant 2. Timely3. Personable 4. Visual5. It’s not all about you!The 5Rules ofGreatContent
    9. 9. What keeps your customers up at night?What makes them happy?What information is valuable to them?What’s on their wish lists?9Content with a HeartStarts with Your Customers
    10. 10. 10Pulling It AllTogetherGet youremployeesinvolvedUse lots of images!Photos, infographics,maps, charts, memesNewsjack!Always tell astory!Industry newsReviews,testimonialsUse video tointerview keycustomers, staff,influencers.Contests,especially wherefollowers judge thewinnersHow-tos, Lists, Top10s
    11. 11. TO RESTATE:CONTENT IS THE HEART11PROSPECTSCUSTOMERSEVANGELISTS,RESELLERS,INFLUENCERSAMAZINGCONTENTYOURWEBSITEor BLOGOF SOCIAL MEDIA MARKETING
    12. 12. 12
    13. 13. Don’t do this…13
    14. 14. Or this….14
    15. 15. And definitely don’t do this…15April 15, 2013
    16. 16. • Find this presentation atslideshare.net/CarlaGates• Follow me on Twitter attwitter.com/CarlaGates24716

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