2. #pubcon
Caitlin Jeansonne
• Cat lady, pop
culture junkie, geek
• 10+ years
experience in digital
strategy, SEO/SEM,
social media
@qcait @mmiagency |
10. #pubcon
Define Content Goals
@qcait @mmiagency |
Awareness Consideration
Preference/
Purchase
Retention
• Increase visibility
to key new
audiences
• Improve findability
through SEO
• Improve brand
perception in
consideration
set
• Reinforce key
brand
attributes
• Overcome
objections
• Educate on
service offerings
• Drive website
traffic and new
consumers into
the sales funnel
• Convert leads
into customers
• Resolve customer
service issues
efficiently
• Build brand trust
and customer loyalty
12. #pubcon
Define Key Messages
• What impression do you want your
audience to walk away with?
• Keep them customer-centric
• Be sure they reflect reality
• Differentiate your brand from
competitors
• Keep it simple
• Reevaluate over time
@qcait @mmiagency |
13. #pubcon
Add Audience Data Inputs
• What are people searching for?
• What questions are they asking
about your brand?
• What trends are you seeing
over time?
@qcait @mmiagency |
19. #pubcon
Social Listening Questions
• What are people saying about your brand to their friends?
• What User Generated Content are people sharing?
• Who is influential in the conversation?
• How are people interacting with competitors?
• What customer service issues are occurring?
• What content is getting the most engagement? On what
channels?
@qcait @mmiagency |
20. #pubcon
Determine Your Breakdown
@qcait @mmiagency |
• Answer users’ questions
• Address hot topics
• Differentiate from
competitors
• Provide value
• Be entertaining
21. #pubcon
Content to Think About
• Ask for and share User
Generated content
• Update existing content
• Repurpose content across
channels
• Curate third-party content
@qcait @mmiagency |
22. #pubcon
Create a Calendar
• Keep in mind organizational timelines
• Plan for content to support marketing and PR
initiatives
• Identify key moments in time (Back to School, New
Year, The Oscars, etc.)
• Layer in Evergreen content (based on audience data)
@qcait @mmiagency |
23. #pubcon
Start by Month, then Dive In
@qcait @mmiagency |
AUG SEPT OCT NOV DEC JAN FEB
Back to School
Store opening
Football season
Camping/Hunting/Fishing
Black Friday
Store opening
Holiday shopping
Super Bowl marketing
24. #pubcon
Create Evergreen Content Reserves
• Create multiple pieces at once
• Publish over time
• Tie back to timely moments
• This is where you can create in
bulk to save $$
@qcait @mmiagency |
25. #pubcon
Channel Strategy
• Where does your
audience hang out
online?
• Where does your content
feel native?
• How will you
differentiate content in
each channel?
@qcait @mmiagency |
26. #pubcon
More tips to speed up the process
• Develop content syndication protocol to share media
hits and PR content (Where will you share? When?
How often? Who needs to approve?)
• Develop a list of approved third-party content
sources to curate content efficiently
@qcait @mmiagency |
27. #pubcon
Remember: People Often Share Based
on Headline Alone
• Make it valuable or entertaining
• Invoke emotion
• Reinforce who they are and what they care about
• Avoid click bait
@qcait @mmiagency |
30. #pubcon
Visuals
• Visual should match the “feel” of the
network
• Stay away from blue to stand out on
Facebook
• Optimize image size by platform
• Think mobile-first
• Ex: Facebook 20% Rule
• Ex: Instagram square images
@qcait @mmiagency |
31. #pubcon
Look for Opportunities to Amplify
• Reinforces key messaging
• High organic reach
• Heavy website traffic
• Key cultural moments
@qcait @mmiagency |
- Lead Social Media Strategist at MMI Agency in Houston, Texas.
Specialize in strategic planning and implementation
Past experience includes SEO/SEM project and team management, social media management, and marketing/communications roles.
Previous clients include B2B and B2C - “Nuts About Southwest” blog (named Best Corporate Blog by Platinum PR awards for 2008 and 2009), Shell Houston Open, Tony Chachere’s, Greater Houston Partnership
Published cover story in The Public Relations Strategist + spoken at Association of Chamber of Commerce Executives National Conference, NTEN Nonprofit Technology Conference, and regional PRSA, AMA, AAF
Content strategy covers - What type of content you’ll post
How often you’ll post it
On what channels
FAQs
Common Customer Service issues
How-to content
Customer testimonials
Quotes
Tips