Creating Killer Content#1: Conduct a Media Consumption StudyTraditional Media•TV, Newspaper, Magazines, Radio, internet sites•Frequency of use (daily, monthly, etc.)Social Media•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications•Frequency of use, frequency in sharing/posting content (shared or original content)Search Engine Usage•How do they use search engines, which ones do they use,Information on Your Industry/Company•Intent to purchase, motivation to attend, competitive questionsDemographics•Age, Sex, Race, Education, Zip Code/Community of ResidencePsychographics•Based on your industry, i.e. smart phone ownership, top three hobbies
Creating Killer ContentSnapshot of a Media Consumption StudyWhat Teens and (Parents) Do On-Line•Almost all surveyed students, use their phone to text and talk, while almost half areusing it to check for news and/or email.•A study by Pew Internet says that 85% of U.S. Internet users, aged 17, “go online toget information about a college, university or other school in which they are thinkingabout attending.”•Forty-five (45) percent of parents report going online to get information about acollege in which their child is investigating says Pew Internet.
Creating Killer ContentSnapshot of a Media Consumption StudyInternet Influence•The College’s website is the most useful on-line tool according to surveyed students.•The two most popular general college websites used among those surveyed areCollegeboard.org (75%) and ACTstudent.org (62%)•Ninety-two (92) percent of surveyed students use Google as their primary searchengine.
Creating Killer Content#2: Conduct a Content AuditReview the content you created over the last year using the worksheet•Analyze Google or website analytics from 2011.•How many blog posts did you write/share on your website?•Did you write any case studies or white papers on your industry?•How many e-mail blasts did you send to current clients and prospects?•Did some content from your Facebook get shared or liked? If so, what was the content?•Did you get re-tweeted? If so, what was the nature of the content?
Creating Killer ContentEmail Analytics•Check email analytics after sending the email with two days to determine prospects•Clicks are the hot leads•Scrub database with bounce backs
Creating Killer ContentAlign Efforts with your Customer’s Buying Cycle
Creating Killer Content#3: Create an Editorial Schedule•Record your editorial plans on a Google calendar or spreadsheet•Plan for six months to one year based on your research•Theme your content based on the buying cycle and your customer’s needs•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sureyou are reaching all of your personas•Tag your content with your SEO keywords on a consistent basis•Always think like a reporter and encourage your colleagues to do so•Repurpose content: i.e. use snippets from a white paper on Twitter
Cross Functional Social Media Plan with Editorial Calendar