Content & Social Strategy Optimization
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How content and social work together, including the content process and the role social plays.
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Content & Social Strategy Optimization
- 2. 2 @Cate Agenda What is Content 1 Content + Social Process 2 Questions 3 4
- 3. 3 @Cate
- 4. 4 @Cate What is Content?
- 5. 5 @Cate What is the relationship? Content & Social Social Content Distribution Interaction Information Home
- 6. 6 @Cate What is the relationship? Content & Social Social Content Tweet Feedback Blog post Analytics Subject Matter Traffic What works/doesn’t Audience feedback
- 7. 7 @Cate What is the relationship? Content & Social Website conversion rates 6x higher for content marketing adopters* Conversions Feel better about a company that delivers custom content & are more likely to buy.* *Kapost Study Purchases 6x 61%
- 8. 8 @Cate Content Marketing Goals Convert Visitors Metric = Traffic to Conversion Ra2o Increase Sales E-commerce, sales numbers Reduce Calls Traffic to FAQs, reduced call center calls.
- 9. 9 @Cate Our Process Research Ideation Creation Measurement Distribution/ Connection … > < >
- 10. 10 @Cate Our Process Distribution Getting content in front of your audience, interacting with audience 4 Creation Content storytelling & execution 3 Measurement Refining your hypotheses 5 Research Who, What, When, Where, Why & How 1 Ideation Turning research into ideas 2
- 11. 11 @Cate Process & Roles Research Ideation Creation Distribution Measurement Researcher Optimization Specialist Content Creator Connector Analyst Manager
- 12. 12 @Cate Researcher Audience Understanding Ongoing Foundational Hypotheses Audience Commonalities Personas Trends Topics Update Research
- 13. 13 @Cate Researcher Who What When Where Why How …is your audience? …do they listen to? …are they talking about? …challenges are they facing? …are they talking? …are they asking for help? …are they talking? …are they talking about these topics? …are they using these platforms? …are they consuming content? What format? …are they using these platforms? …are they getting their information/data?
- 14. 14 @Cate Researcher We know our audience is on Facebook. Data Hypothesis So we believe Facebook is a good place to share content and interact with our audience.
- 15. 15 @Cate Optimizer Interpret Research Topics Calendar/Planning Keywords
- 16. 16 @Cate Optimizer Topics Calendar/ Planning Keywords Research + Editorial Calendar Research + Social Environment Research + Google Social media provides context & insight for Optimizer’s work.
- 18. 18 @Cate Creator Building Content Storytelling Execution Message Data CTA Build Optimize
- 19. 19 @Cate Creator Storytelling Message Data CTA Paragraph 1 - point 1 Paragraph 2 - point 2 Paragraph 3 - point 3 Intro Paragraph Body Conclusion Thesis with 3 supporting points. Restate thesis, summary of 3 points.
- 20. 20 @Cate Creator Storytelling Message Data CTA Execution Build Optimize Not impacted by Social Channel Dependent on Social Channel
- 21. 21 @Cate Creator
- 22. 22 @Cate Connector Connect Content & Audience Copy Schedule Publish Interact
- 23. 23 @Cate Right Person Right Topic Right Place Right Format Right Time Distribution
- 26. 26 Pinterest Case Study Images Post URLs Date & Time
- 27. 27 @Cate Pinterest Case Study Week 1 Week 2 Week 3 Week 4 Traffic Week 1 Week 2 Week 3 Week 4 Sales
- 28. 28 @Cate Analyst Measure Content Validate Analyze Refine
- 29. 29 @Cate Researcher We know our audience is on Facebook. Data Hypothesis So we believe Facebook is a good place to share content and interact with our audience.
- 30. 30 @Cate Analyst
- 32. 32 @Cate Analyst + Researcher We know our audience is on Facebook. We get no interaction on Facebook, BUT we get plenty of interaction on Twitter Data Refined Hypothesis Twitter is a better place to share content and interact with our audience.
- 35. 35 @Cate Content Marketing Strategy v. Content Strategy What is the story we are telling? Audience Engagement Drive Profitable Behavior Content Marketing Strategy Creation Publication Governance Content Strategy
- 36. 36 @Cate We Aren’t Normal 86% Liked at least one brand on Facebook 61% Follow at least one brand on Twitter Marketers Everyone Else 58% Liked at least one brand on Facebook 12% Follow at least one brand on Twitter