DANA Session 5 Putting it all Together:Developing a Content Strategy Whitney Hoffman
Session 5 Putting it all Together : Social Media Management and Measurement• Integrating Your Channels- To Cross Post or Not- Making the most of your content• Editorial Calendars- Making Your Brand Consistent• How do I deﬁne Success? When do I know if it’s working?• To Do’s• Q&A
Social Media• is probably not your ONLY marketing strategy or tool• It’s an ingredient, not the whole entree• It can seem free but can cost especially in time
The Sauce Enhances the Main Dish
Step One- Home Base
Know Every Entry Point• Each interaction- on social, in person, conventional ads, website- all are threshold experiences.• How can you make the best ﬁrst impression?
Your Website• Is it converting?• Is it clear what you want people to do?• Are you using analytics to see if it’s working?• Driving more trafﬁc to a bad website doesn’t help you in the long run.
Your HomeBase• Make sure there’s a clear call to action- what should people do when they’re there?• Make sure navigation is clear to newbies and frequent visitors• What’s your “threshold” experience?
Website• Blog as “online magazine”- easy way to update website with fresh material, SEO relevant material• Clear call to action on front page• Not too busy- Not everything needs to be on the front page• 3 click rule- don’t bury content too deep
You Have to Make Choices• You can’t have all your content on one page• Prioritize, Link, Know Your content and purpose
How “Sticky” are you?
Social Helps increase “Sticky”• Consistent and deeper relationships with customers throughout a sales cycle• Makes relationship more satisfying to everyone, but also invested more in it as well• Stories help make business relatable and its purpose/ideas easier to spread
Social helps by• Forming new connections• forming communities• deepening current connections• bringing a human face to the business• Crowdsourcing Content Creation (?)
Guidelines for Blogs• Posts typically 3-5 paragraphs• Tell a story• Hooks: Lists, News cycle, “I read this and it made me consider x,y,z”
Guidelines for Podcasts• Average American commute- 25.1 minutes• Unless it’s riveting, shoot for 18-20 minutes• Use clean source audio, reduce noise• Use external mics• Edit judiciiously
Guide for Video• Decent quality, but Broadcast quality not required• Good audio is also very important• Shoot for 3 - 5 minutes unless its a recording of a conference call, etc.• iMovie, Final Cut Pro, Google+
Facebook/Twitter• Share info, interesting articles• Use URL shorteners to track analytics• Talk to and about other people as well as broadcast your message• Think “Value Add”
Start With Strategy
What Do You Want? Goals Metrics Friends, Fans, Attention Followers, Visits Contact Information, New Leads Data New Customers Conversions Downloads for WhiteLeadership in the ﬁeld papers, ebooks, etc.
“Social media changes the relationshipbetween companies and customers frommaster and servant, to peer to peer.”
You live and die by your database• Get good at: collecting client information and preferences• Contact customers when it suits them, not you• Segment and customize your list• Be aware of trends, seasonality, sales cycle
To Cross Post... or not• Are your communities the same or radically different?• Are you using the channels for the same purpose?• Many times, you can promote and cross post from mobile, Twitter, Facebook
Beneﬁts• Double duty for each post• Engages different audiences, but may be duplicative for some• Social can be promotional for original website, newsletter content in slightly switched up form
Why Calendars?• Predictable content release (think Magazines, TV shows....)• Predictable topical content (Monday is Laundry day, etc.)• Lets you plan and get ahead of the content at one time• doesn’t replace interaction with audience
“In the long history of humankind those wholearned to collaborate and improvise mosteffectively have prevailed.” ~ Charles Darwin
SEO/SEM:Using Search to gain Marketshare
Elements of Search• Keywords for industry; Create an SEO Dictionary for your Business• Look at Google Trends for seasonality, location• Tag content, pictures, etc. with keywords and work into posts as frequently as possible
SEO rich topics, a.k.a. “Link-bait”• Lists- 10 things I Hate About _____, 25 ideas for the New Year• Great Titles• Advice• Workﬂow• Help for your customer/audience
Link Bait• Catchy headlines (hooks)• Follow news cycles when appropriate• Mix timely content with ever-green• Opinion and commentary helps your audience get to know you as well as your business
Tell Your Story• Through website, blog• Pictures, video, audio• Navigation, Threshold experiences• Customer reviews, recommendations• Case studies
Pros and Cons• If it’s all link-bait, it looks a little cheesy after a while• Mixing it up broadens your audience• Solve a problem, Tag and categorize• Use photos where relevant• Think like a publisher
Ever green content• FAQ’s, stuff newcomers and experts will always read• Why is your business interesting?• Top 10 lists• To do’s, Guidance• Look out! Warnings
Make it personal• Humanize your site, make it relatable• Customer spotlight?• Solve problems, make connections• Listen to yourself
Think like a publisher What is worth my audience’s time and attention? What’s in it for them? Would it be worth the printing costs?
Make Content Worth Sharing• You’ll get more milage from your content if it’s worth sharing with friends• Gets you out to new audiences• Evidence of “stickiness”• Social is PR for sticky content
Living by the Numbers• Use analytics to help measure, analyze and tweek your efforts over time.• Look at data trends, not single points• Quarterly review will help you gauge trends
Keep an eye on your Competitors but Doing your best is key
Set yourself apartwith Good Story-telling
USe Social to Spread the Word• Once you have good, compelling content, it will likely become more easily shared and spread• Link your stuff to your social channels to encourage the spread
Keep an Eye on the Future• Consider making sure your site is mobile friendly• Think about whether QR codes or custom URL’s would work for you• Have written goals you can measure and work towards
Have Content Come to You• Use RSS feeds and bookmarking to keep relevant information coming to you, providing ideas for content creation• Keep a ﬁle of prompts, issues, information so you can always create content
Networking• Be open to meeting new folks- you never know where it will lead• Go to different business events and expand your network
Priorities• Great Website with calls to action• Blog for fresh content (Helps increase inbound marketing, SEO)• Add social- including share buttons on website, blog posts,email, etc.• Social channel(s)- Twitter, Facebook, YouTube, LinkedIn, Google +, Pinterest
Don’t Lose Traditional Marketing that Works• Email and Newsletters- keep ‘em relevant and in reasonable frequency• Think like a publisher- make it all worth reading
HARO- Help a Reporter OutBe your ownMarketingDepartmentBecome an expertBecome a resourceHelp out reporters,help out your business
8 Steps for aSuccessful Social Media Cause Campaign
• Create a strong theme with clear goals• Seek a Non-proﬁt partner that’s active in social media• Connect the theme, Sponsor and Nonproﬁt (Pepsi and Get out the Vote)• Identify and use best social assets (Use connected people online)• Target a well-deﬁned audience
• Energize and motivate supporters- give them something to do and share• Pay attention to timing Sufﬁcient to met goals, not so much to get fatigue• Follow up- thank yous, progress, etc.
Lifetime Value of a CustomerFormula includes: Average number of years a customer does business with you Average revenue per customer per year Estimated costs to deliver products/services
ConsiderCost of a lost customer in terms of lost revenueand-Loss of additional customers due to word ofmouthCost of Retention- what do you have to do tokeep existing customers happy?Churn rate- how many customers leave? Andwhat does it cost to replace them?