Content StrategyListening & Talking to the       Groundswell
Listening“Brands belong to customers, not companies.”- Ricardo Guimaraes, Brand Theorist
Listening• Market Data• Market InformationCustomer insight – what they are thinking andwhy
ListeningLimitations & Problems with Listening1. We only hear from those who participate in   talking2. The volume of insi...
ListeningTwo listening Strategies1. Memorial Sloan-Kettering Cancer Center:   Private Community2. Mini USA: Brand Monitoring
ListeningListening strategies help improve products,services and the brand in general by providingdecision makers the data...
ListeningHow to start listening to the groundswell:1. Find out what your brand means2. Understand how buzz is always shift...
ConversationTalk, don’t shout…
Conversation
Communicate   Four Basic Goals:       To Inform      To Educate     To PersuadeTo Appeal To Emotions
Content StrategyHow to communicate to the Groundswell…Defines what listen to and what you will say…… how you will say it a...
Content Strategy•   Content Focus•   Content Type•   Content Frequency & Calendar•   Measure Results
Content Focus• Listen, Research & Plan  – Identify what is being talked about  – Identify what customers want to talk abou...
Content Focus            Tools:           Twitter        WordTracker     Keyword Discovery      Google Adwords       Googl...
Content Type• Establish what and how will you communicate  – Establish the 70/20/10 Rule     • Customers lifestyle, intere...
Content Frequency & Calendar• Post content at the most optimal time• Use summary excerpts of your main points to  avoid tr...
Content Frequency & CalendarTools:EdgeRank CheckerVerticalResponseSproutSocial
Measure Results• Track how many comments and Likes your  Facebook post gets.• Track monthly how many followers, retweets  ...
Measure ResultsTools:Facebook InsightsGoogle AnalyticsSproutSocial
Content Strategy WorksheetComplete by next week, no Groundswell readingthis week.
Upcoming SlideShare
Loading in...5
×

Content strategy

1,964

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,964
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
  • 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
  • 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
  • 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
  • 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
  • Content strategy

    1. 1. Content StrategyListening & Talking to the Groundswell
    2. 2. Listening“Brands belong to customers, not companies.”- Ricardo Guimaraes, Brand Theorist
    3. 3. Listening• Market Data• Market InformationCustomer insight – what they are thinking andwhy
    4. 4. ListeningLimitations & Problems with Listening1. We only hear from those who participate in talking2. The volume of insight is great and difficult to capture
    5. 5. ListeningTwo listening Strategies1. Memorial Sloan-Kettering Cancer Center: Private Community2. Mini USA: Brand Monitoring
    6. 6. ListeningListening strategies help improve products,services and the brand in general by providingdecision makers the data, information andinsight to make better decisions and adapt tothe market.
    7. 7. ListeningHow to start listening to the groundswell:1. Find out what your brand means2. Understand how buzz is always shifting3. Increase research responsiveness & effectiveness4. Find influencers5. Manage PR Crisis6. Generate new products & marketing ideas
    8. 8. ConversationTalk, don’t shout…
    9. 9. Conversation
    10. 10. Communicate Four Basic Goals: To Inform To Educate To PersuadeTo Appeal To Emotions
    11. 11. Content StrategyHow to communicate to the Groundswell…Defines what listen to and what you will say…… how you will say it and where… … when you will say it… … why you are investing in content… Content is King
    12. 12. Content Strategy• Content Focus• Content Type• Content Frequency & Calendar• Measure Results
    13. 13. Content Focus• Listen, Research & Plan – Identify what is being talked about – Identify what customers want to talk about – Conduct a Keyword Analysis – Establish the Brand voice and style Stimulate engagement, demonstrate thought leadership, and consistency with business goals.
    14. 14. Content Focus Tools: Twitter WordTracker Keyword Discovery Google Adwords Google TrendsFacebook and LinkedIn Groups YouTube/Charts Technorati
    15. 15. Content Type• Establish what and how will you communicate – Establish the 70/20/10 Rule • Customers lifestyle, interests and needs • Other People’s Content • Promotional – Establish which platforms you will focus on
    16. 16. Content Frequency & Calendar• Post content at the most optimal time• Use summary excerpts of your main points to avoid truncating content• Depending on your campaign, trends and season, designate weekly or monthly schedule for posts
    17. 17. Content Frequency & CalendarTools:EdgeRank CheckerVerticalResponseSproutSocial
    18. 18. Measure Results• Track how many comments and Likes your Facebook post gets.• Track monthly how many followers, retweets and mentions you or your brand gets.• Measure how many comments your blog posts get and how much traffic they receive.• Measure social media referral traffic to your website; in other words, how much traffic is sent from Twitter, Facebook and LinkedIn?
    19. 19. Measure ResultsTools:Facebook InsightsGoogle AnalyticsSproutSocial
    20. 20. Content Strategy WorksheetComplete by next week, no Groundswell readingthis week.

    ×