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Session11 content strategy

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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.
  • Transcript

    • 1. Content Strategy
    • 2. CommunicateFour Basic Goals:To InformTo EducateTo PersuadeTo Appeal To Emotions
    • 3. Content StrategyHow to communicate to the Groundswell…Defines what to 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…
    • 4. Content Strategy
    • 5. Elements of Content Strategy• Content Audit and Analysis• Identify Audience• Identify Audience Interests• Identify Content Focus• Develop Keyword Analysis• Establish the Brand Voice and Style• Establish an Editorial Calendar• Track, Measure and Improve Your Content and ConversationStimulate engagement, demonstrate thought leadership, andconsistency with business goals.
    • 6. Content StrategyKeywordshttps://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS
    • 7. Content StrategyContent Focus
    • 8. 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
    • 9. Content You Want to Feed Your Audiences
    • 10. Content Your Audience Wants
    • 11. Your Content Topics
    • 12. Elements of Content Strategy• List Your Broccoli Content – Things you wantto deliver to your audiences• List Your Cheese Content – What youraudiences want and what they are looking for
    • 13. Evergreens: Static Content All-Year-Round
    • 14. Perennials: Seasonal Content
    • 15. Potted Flowers: Current or Spontaneous
    • 16. Elements of Content Strategy• List Your Evergreens: Content that can last allyear around with minimum changes• List Your Perennials: Content that may returnseason after season or time to time every year• List Your Potted Flowers: Content that addscolor and moves with the day-to-day, week-to-week or month-to-month
    • 17. Broccoli & Cheese:Content TopicsEvergreens Perennials Potted Flowers
    • 18. Content Frequency & Calendar• Post content at the most optimal time• Use summary excerpts of your main points toavoid truncating content• Depending on your campaign, trends andseason, designate weekly or monthly schedulefor posts
    • 19. Measure Results• Track how many comments and Likes yourFacebook post gets.• Track monthly how many followers, retweetsand mentions you or your brand gets.• Measure how many comments your blogposts get and how much traffic they receive.• Measure social media referral traffic to yourwebsite; in other words, how much traffic issent from Twitter, Facebook and LinkedIn?
    • 20. Content StrategyGoogle Analyticshttps://www.google.com/analytics/web/?hl=en&pli=1#report/visitors-overview/a19848887w39610959p39311289/