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  • 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 Content strategy Presentation Transcript

  • 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 insight is great and difficult to capture
  • 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, information andinsight to make better decisions and adapt tothe market.
  • 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
  • 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 and where… … when you will say it… … why you are investing in content… Content is King
  • 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 about – Conduct a Keyword Analysis – Establish the Brand voice and style Stimulate engagement, demonstrate thought leadership, and consistency with business goals.
  • Content Focus Tools: Twitter WordTracker Keyword Discovery Google Adwords Google TrendsFacebook and LinkedIn Groups YouTube/Charts Technorati
  • 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
  • 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
  • Content Frequency & CalendarTools:EdgeRank CheckerVerticalResponseSproutSocial
  • 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?
  • Measure ResultsTools:Facebook InsightsGoogle AnalyticsSproutSocial
  • Content Strategy WorksheetComplete by next week, no Groundswell readingthis week.