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Content the Foundation of your Social Media Marketing - Tips and Tactics to Create and Optimize

by Jeff Bullas

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Content Marketing is about creating compelling contagious content and sharing it freely on social networks and blogs. ...

Content Marketing is about creating compelling contagious content and sharing it freely on social networks and blogs.
Content marketing is about attraction, permission and pull, it is not about push
It is about creating compelling contagious content that attracts people and businesses to you.
It is about content that educates, informs, entertains and inspires
It is about providing information that solves problems
It is about getting them to your site and then getting them to take action.
Engage first then get them to
Subscribe
Share
With the ultimate goal is to get them to buy!

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http://www.scoop.it	585
http://reymondhernandez.me	150
http://storify.com	113
http://www.evasanagustin.com	106
http://tweets.jeffbullas.com	35
http://us-w1.rockmelt.com	25
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http://tweetedtimes.com	12
http://www.petermusu.com	10
http://pinterest.com	9
http://www.etceter.com	8
https://twimg0-a.akamaihd.net	7
http://fabfaraco.tumblr.com	7
https://si0.twimg.com	6
http://paper.li	6
http://c-marketing.tumblr.com	6
http://kred.com	5
http://ruben.i.conferize.com	4
http://www.kred.com	2
http://twitter.com	2
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Content the Foundation of your Social Media Marketing - Tips and Tactics to Create and Optimize Presentation Transcript

Content - The Foundation of your Social Media MarketingTips and Tactics to Create & Optimize

Introduction

Introduction “Every two days we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 (CEO of Google)

What Is Content?

What is Social Media Content Marketing?

Content Types• Videos• Blog posts• Newspaper articles• Magazines• Images and Photos• Instant messages• Text messages• Tweets• Facebook updates

Online Video• 2007 - 8 hours of Video every minute

Online Video• 48 Hours uploaded every minute

Facebook• “250 million photos are uploaded to Facebook every day”

Twitter• “200 million tweets per day”

Email• “90 trillion emails a year or more than 2.8 million emails a second”

Texts• Text Messages in 2011 – More than 8 trillion

The Challenges• 8 Challenges of Content Marketing 1. Finding inspiration and ideas 2. Creating it 3. Making it relevant 4. Resourcing it 5. Managing it 6. Monitoring it 7. Measuring it 8. Making it “Liquid” and Contagious

The Benefits• Positions “Online” Experts• Optimizes for search (SEO)• Creates an online asset• Educates and entertains• It doesn’t sleep• Amplifies your signal• Connects, engages and sells• Reach a global audience

Tips and Tactics for Content Marketing on a Social Web• What is the Lie Some Marketers Tell You?

Tips and Tactics for Content Marketing on a Social Web• The Lie!

The 10 Commandments of Content Marketing

The 10 commandments of Content Marketing1. Focus2. Goals3. Embrace being a publisher4. Solve problems by informing & educating5. Entertain6. Be human7. Show don’t tell8. Publish everywhere9. Use Multimedia10.Include calls to action

Getting Started

What Content Should Be!1. Great headline3. Easy to read5. Short and snappy7. Visually strong9. Mobile enabled

What Content Shouldn’t Be!1. Boring3. Long5. One dimensional7. Irrelevant9. Offline

The Ultimate Content

The Ultimate Content• Online Video: “Dynamite” Surfing

Online Video: 4 Keys for Viral Video1. Congruency3. Emotive strength5. Network involvement7. “Paired meme synergy”

Video Graphics: Social Media Revolution

Articles and Blog Posts• Awesome headlines – Tempt and Tease• Great writing – be a story teller, find your voice• Good Structure – Sub Titles, Bullet Points• Educational – How To’s• Informative – News, Facts and Figures• Visual – Images, Infographics, Photos, Cartoons Case Studies: Social Media Examiner & Copyblogger

Infographics

Images

Photos

Finding Inspiration and Ideas for Content1. Subscribe to the top blogs in your industry3. Read inspiring books5. Switch on your “Multi-Media” mind7. Keep the iPhone handy (notes & photos)9. Turn on the content ideas “Antenna”11. Brainstorming sessions

Creating Multiple Media Content Types• Ask the question?“How can I communicate this with something other than words?”

Creating Content for Multiple Social Networks

Optimising your Content - What do you to optimise for?• Search• Social• Short attention spans• Multimedia world• Mobile platforms

4 Keys to Optimizing Content1. Ease of Reading and Viewing3. Optimize for Sharing, Subscribing and Virality5. Make it Addictive7. Search

10 Tips for Addictive Content1. Reviews2. Mega Lists3. How To’s4. Experts and Thought Leader Interviews5. Case Studies6. Negative or Contrarian Stories7. Facts, Figures and Statistics8. News Stories9. Research10.Infographics

Supercharging Content from the Tribe – 3 Key Tactics1. Guest Posts3. Experts5. Thought Leaders at Webinars“Goal is to attract masses of people and deliver highly valuable content”

Promoting your Content – 7 Tips• Remember “Organic is slow” 1. Supercharge it with Paid (SEM and SMM) 2. Promote on Twitter 3. Publish to Facebook 4. Publish to LinkedIn 5. Include Google+ 6. Stumble it! 7. Don’t forget the Visual Networks (Pinterest, Quora, Instagram, Slideshare)

Creating a Content Schedule – Some Ideas!• Content and Platform to publish to Facebook once a day• Tweet 10 times a day• Blog post daily or weekly• Video monthly• PowerPoint presentation to Slideshare monthly• White paper or eBook quarterly• Annual industry research or survey

Creating a Content Schedule: Twitter

Measuring Success• Views• Retweets• Comments• Subscribers• Facebook Likes• Downloads• Leads• Sales

Case Studies: Super Stars of Content

Case Studies: Super Stars of Content• Blog• E-Books• Marketing Hubs – Twitter, Blogging, Lead Generation• Marketing kits• Marketing videos• Weekly marketing video podcast• Webinars• White papers• Marketing studies and reports• Marketing tools – “Website Grader”

Case Studies: Super Stars of Content - Old Spice• Video was their content of choice 1. Keep Your Videos Short and Snappy 2. Advertising into “Content” that is Easy to Share 3. Make you Marketing Content Searchable 4. Everywhere 5. Respond in Real Time 6. Used Other People’s and other Media’s Networks (for free) 7. Use Social Media to Activate Mass Media 8. Keep the Content Pumping 9. Drive Engagement through Personalization 10. If it Works Keep Repeating a Proven Formula

Case Studies: Zappos – Online Shoe Store• The Content – 13 Blogs – Images – Crowd sourced Content with reviews – 50,000 Videos

Case Studies: Mr Porter• The Content – The Journal – Online Magazine published weekly – Style Icons – David Bowie examples of style – Style Advice – Tips on shoes to wear and “the” watch to buy – Style Council – Tapping into powerful networks – Video Manual – Learning the art of smart yet informal dressing

If you still don’t think content marketing is important –consider this…• Coca Cola – The Coca Cola 2020 Marketing Vision – Replacing “Creative Excellence with “Content Excellence”

Case Studies: Coca Cola• 5 Lessons from Coca Cola’s New Content Marketing Strategy – Lesson 1 - Create Liquid Content – Lesson 2 - Ensure your Content is Linked – Lesson 3 - Create Conversations – Lesson 4 - Move onto Dynamic Story Telling – Lesson 5 - Be Brave with Your Content Creation

Takeaways – Think like a publisher

Takeaways – Optimize your content

Takeaways – Market and Everywhere

Takeaways – Create Multimedia to engageeveryone

Takeaways – Be relentless

Twitter: @JeffBullas