It's All About The Content, Baby.

283 views
208 views

Published on

Slide deck from a presentation to Greater Spokane Inc.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
283
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

It's All About The Content, Baby.

  1. 1. It’s All AboutThe Content,Baby.Presented byMickey LoncharChief Creative OfficerQuisenberry Marketing & Design
  2. 2. What you’ll learn today:• Develop a Content Strategy that is meaningful toyour audience.• Develop a BrandVision and use it as a contentplatform/content filter.•The three types of content every organization shouldhave.• Guidelines for creating a Content Calendar.• Fundamentals of building and nurturing a communityof followers.
  3. 3. First, a word about therole of Social Media.
  4. 4. Social Media Marketing takesus back to the future.•We listen to customers.•We interact with them one-on-one.•We rely on good word of mouth.
  5. 5. ‘Earned’ attention vs.‘Bought’ attention.Is this going to keep mycustomer ‘opted-in’?
  6. 6. Social Media“flips the marketing funnel.”The receiver is the medium is the creator.
  7. 7. Social Media givesyou a ‘house of manydoors.’
  8. 8. Social Media amplifies and adds depthto your other marketing efforts.Don’t think of it as ‘either/or.’
  9. 9. Social Media enhances your SEO.70% of users typically find you via search engines.Search engines love fresh robust content.
  10. 10. Social Media helps you learn moreabout the nuances of your customers.
  11. 11. Social Media shortensthe purchase cycle.
  12. 12. Social Media gives you theopportunity to customize yourmarketing efforts.
  13. 13. Social Media gives yourorganization human characteristics.
  14. 14. Social Media helps you identifyand nurture your brand advocates.
  15. 15. Social Media helps users get morevalue from your product.
  16. 16. Social Media cuts customer churn.
  17. 17. TraditionalMarketingSocialMediaSocial Mediaprovides aneffective way towork customersup the ‘LoyaltyLadder.’
  18. 18. What is Content?
  19. 19. What is Content?‘Content’ is howyou communicatewith/touch yourconsumer.
  20. 20. What is Content?People don’t engagewith brands, theyengage with content.
  21. 21. What is Content?Anything that touchesthe consumer thatrepresents your brand.Examples: packaging, web copy,collateral, Facebook posts, paid messaging(advertising), third party reviews, etc.
  22. 22. Content is the ‘currency’of Social Media.‘He who has the bestcontent wins.’- Joe PulazziWhat is Content?
  23. 23. What is Content?Your ‘Content Strategy’ (or Content Platform) is theintentional creation, implementation and deployment ofstories you tell as a brand to build trust and develop deeperrelationships with customers and prospects.
  24. 24. A Social Media program withouta Content Strategy is like...Well, you get the idea.
  25. 25. Developing a Content Platform:where to start.
  26. 26. Start with a meaningfulBrandVision.‘Who do I have to be to have youbecome my customer?’
  27. 27. Meaningful BrandVision =What’s the ONETHING we wantcustomers to say thatwe do better thananyone else?
  28. 28. Meaningful BrandVision =Unique - Are you the only one to provide this?Meaningful - Is it of true value to your customers?True - Is this who you really are and what you really do?“Organizations typically have dozens of waysto help a customer...beyond selling her stuff.”
  29. 29. Content Platform Exercise: Starbucks example.
  30. 30. Content Platform Exercise: Starbucks example.What are 10 things Starbuckscan do for customers besidessell them coffee?
  31. 31. What are 10 things Starbuckscan do for customers besidessell them coffee?1. Provide a standardized experience.2. Introduce new varieties and products.3. Create ‘smarter’ coffee consumers.4. Offer a line of accessories, enhancing the‘coffee experience.’5. Give customers a place to chill.6. Making coffee buying convenient.7. Provide customers a break in their day.8. Raise the customer’s expectations.9. Provide a ‘little reward’ for customers.10. Serve product within 10 minutes of brewing.Content Platform Exercise: Starbucks example.
  32. 32. What are 10 things Starbuckscan do for customers besidessell them coffee?1. Provide a standardized experience.2. Introduce new varieties and products.3. Create ‘smarter’ coffee consumers.4. Offer a line of accessories, enhancing the‘coffee experience.’5. Give customers a place to chill.6. Making coffee buying convenient.7. Provide customers a break in their day.8. Raise the customer’s expectations.9. Provide a ‘little reward’ for customers.10. Serve product within 10 minutes of brewing.Content Platform Exercise: Starbucks example.
  33. 33. What are 10 things Starbuckscan do for customers besidessell them coffee?3. Create ‘smarter’ coffee consumers.5. Give customers a place to chill.7. Provide customers a break in their day.9. Provide a ‘little reward’ for customers.Content Platform Exercise: Starbucks example.
  34. 34. What are 10 things Starbuckscan do for customers besidessell them coffee?3. Create ‘smarter’ coffee consumers.5. Give customers a place to chill.7. Provide customers a break in their day.9. Provide a ‘little reward’ for customers.Content Platform Exercise: Starbucks example.
  35. 35. What are 10 things Starbuckscan do for customers besidessell them coffee?5. Give customers a place to chill.7. Provide customers a break in their day.9. Provide a ‘little reward’ for customers.BrandVision:“Welcoming”Content Platform Exercise: Starbucks example.
  36. 36. Content Platform Exercise:On a sheet of paper, write out 10 ways you can helpcustomers, besides selling them stuff.
  37. 37. Content Platform Exercise:On a sheet of paper, write out 10 ways you can helpcustomers, besides selling them stuff.Look over your list. Line out any of the functions that are notunique to you or that add negligable value to the customer.
  38. 38. Content Platform Exercise:On a sheet of paper, write out 10 ways you can helpcustomers, besides selling them stuff.Partner up with one other person NOT in your organization.Look over your list. Line out any of the functions that are notunique to you or that add negligable value to the customer.
  39. 39. Three Kinds of Content EveryOrganization Should Have:
  40. 40. 1. ContentYou Create•Website updates•Videos• Powerpoint Presentations• Blogs• Comments on other sites• Social Media status updatesThree Kinds of Content EveryOrganization Should Have:
  41. 41. 1. ContentYou Create• Create once, use many times• Clone content across multiple platforms.• Become a ‘Content Chop Shop’Three Kinds of Content EveryOrganization Should Have:
  42. 42. 1. ContentYou Create• Blogs: +55% more web traffic (Hubspot)• Improves Search Engine Ranking• Helps establish thought leadership• Demonstrates your value, tells your story• Creates content fodderThree Kinds of Content EveryOrganization Should Have:
  43. 43. 2. Content that you curate(Third Party content)• Gleaned from ‘listening’• RSS •Twitter • email •StumbleUpon • Google Alerts• ‘What would my customers finduseful?’Three Kinds of Content EveryOrganization Should Have:
  44. 44. 3. ContentYou Re-purposeor Re-imagine• Conduct a Content Audit• Newsletter articles• Case studies• Product information sheets• Speeches or panel participation• Archived blog postsThree Kinds of Content EveryOrganization Should Have:
  45. 45. Content Creation Best Practices:
  46. 46. Get ContributionsFrom People Acrossthe Organization.Content Creation Best Practices:
  47. 47. Develop a ContentCalendar.(1-7-30-4-6-1)Content Creation Best Practices:
  48. 48. Create a ‘content hub’to aggregate allavailable content.Content Creation Best Practices:
  49. 49. Participate in as many platformsas you can manage.Content Creation Best Practices:
  50. 50. Create content that is both ‘sticky’ and ‘slippery.’Content Creation Best Practices:
  51. 51. Content Creation Best Practices:Solve, don’t sell.
  52. 52. Use tags and meta datawhenever possible.Content Creation Best Practices:
  53. 53. Build inbound links.Content Creation Best Practices:
  54. 54. Run Potential ContentThrough the‘BrandVision Filter.’(Relevant, Helpful, ReflectsValues)Content Creation Best Practices:
  55. 55. How about a few good(local) examples?• Huppins onYouTube• Pearson PackagingTwitter• Blu BerryYogurt Facebook• “How’s Business” newsletter•The Quisenblog
  56. 56. Effective Content Platform #1:HuppinsYouTube channel
  57. 57. Effective Content Platform #2:Pearson PackagingTwitter
  58. 58. Effective Content Platform #3:Blu BerryYogurt Facebook
  59. 59. Effective Content Platform #4:‘How’s Business’ newsletter
  60. 60. Effective Content Platform #4:The Quisenblog
  61. 61. The inside dope on attractingfollowers and fans.
  62. 62. The inside dope on attractingfollowers and fans.The ‘unsexy’ stuff: iconson business cards, emailsignature, etc.
  63. 63. The inside dope on attractingfollowers and fans.Utilize FacebookConnect platform tointegrate onlinepresence.
  64. 64. The inside dope on attractingfollowers and fans.Rather than just “Find uson Facebook,” explainwhy they should.“Get daily recipes and money-saving offers on our Facebook page.”“Get the latest industry news by following us onTwitter.”“Find our series of how-to videos onYouTube.”
  65. 65. The inside dope on attractingfollowers and fans.Let visitors/fans choosehow to follow. Give themoptions.
  66. 66. The inside dope on attractingfollowers and fans.“Buy” followers:• Facebook ads• Giveaways: something in return forclicking “like.”• “Crowdsourcing” contests (Postaer’sbook cover)• Connect company to a cause.
  67. 67. The inside dope on attractingfollowers and fans.Understand what youwant to do with yourfollowers (engagement).90% of Facebook fansnever go back to thebrand’s page.
  68. 68. Seattle Sounders exampleScarves up!
  69. 69. Questions?
  70. 70. Resources of Note:Joe Pulazzi - @JuntaJoe (Twitter)Heidi Cohen - @HeidiCohen (Twitter)Ann Handley - @MarketingProfs (Twitter)Hubspot Inbound Marketing Blog -www.hubspot.com/inbound-marketing-blog/
  71. 71. Contact Informationemail: mickey@quisenberry.netblog: www.quisenblog.comtwitter: @mickeyloncharFor an electronic copy of this presentation deck,email me at mickey@quisenberry.net

×