The Importance of Content
and Strategy in Social Media
Krystian Szastok, Senior SEO Manager
in 2014
06/02/2014
Social Media Issues

2

Twitter: @krystianszastok | Web: krystianszastok.co.uk
Social Media Issue #1
Metrics: CEO/MD don’t care about retweets, Klout score or FB
likes

3

Twitter: @krystianszastok | W...
Social Media Issue #2
Lack of good content: Dry content resulting in updates getting
low engagement

4

Twitter: @krystian...
Social Media Issue #3
Personas and community: Really knowing the audience personas

5

Twitter: @krystianszastok | Web: kr...
Social Media Issue #4
Conversions: Social Media doesn’t sell/generate leads

6

Twitter: @krystianszastok | Web: krystians...
Solution:
Content Strategy
7

Twitter: @krystianszastok | Web: krystianszastok.co.uk
Why Strategy

8

Twitter: @krystianszastok | Web: krystianszastok.co.uk
How to prepare the strategy
1. Deciding on metrics
1. Make sure there are many KPIs and mini conversions
2. Do not just re...
Understanding the audience
Really understand who you market to – social listening.
Then your content will be shared.

http...
Owned, Earned and Paid media together promote

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-ow...
Visualise the data – turning dry niches wet or
moist. gets excited by tables of dry data – you’re social, make your data s...
Measure the results
Analytics and last touch conversions not enough.
1. Use analytics as a guide
2. Get advanced multi-tou...
Solution:
Content
14

Twitter: @krystianszastok | Web: krystianszastok.co.uk
Big Content Idea
1. Relevant to the audience – will they care?
2. Researched (don’t just think up an idea and create conte...
Big Content Idea – first idea usually fails
1.

It’s okay to fail

2.

Learn what went wrong

- Get more feedback
- Rework...
Big Content Idea - Examples
Game of Thrones snowflake patterns –
http://www.kryshiggins.com/free-game-of-thrones-inspired-...
Big Content Idea - Examples
Slim your wallet - http://bellroy.com/pages/slim-your-wallet/

18

Twitter: @krystianszastok |...
Big Content Idea - Examples
Desirable Body - http://www.desirablebody.co.uk/hero/

19

Twitter: @krystianszastok | Web: kr...
Solution:
Community building
20

Twitter: @krystianszastok | Web: krystianszastok.co.uk
Community building
Your community is your repeat audience – is your return visitor – is the future customer.
Remarket to t...
The end – credits for memes
Credits:
http://www.searchenginejournal.com/seach-meme-monday/47271/
http://siliconrepublic.co...
Visit www.jellyfish.co.uk
Follow me at
twitter.com/krystianszastok
Or visit my website
krystianszastok.co.uk
www.jellyfish...
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The importance of content and strategy in social media in 2014

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I spoke at Brighton Social Media February 2014 about the importance of content and strategy in social media in 2014.

Includes many memes, links to other resources and my commentary.
Ask me any questions about it at:
http://krystianszastok.co.uk
or
https://twitter.com/krystianszastok

Published in: Social Media, Technology, Business
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The importance of content and strategy in social media in 2014

  1. 1. The Importance of Content and Strategy in Social Media Krystian Szastok, Senior SEO Manager in 2014 06/02/2014
  2. 2. Social Media Issues 2 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  3. 3. Social Media Issue #1 Metrics: CEO/MD don’t care about retweets, Klout score or FB likes 3 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  4. 4. Social Media Issue #2 Lack of good content: Dry content resulting in updates getting low engagement 4 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  5. 5. Social Media Issue #3 Personas and community: Really knowing the audience personas 5 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  6. 6. Social Media Issue #4 Conversions: Social Media doesn’t sell/generate leads 6 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  7. 7. Solution: Content Strategy 7 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  8. 8. Why Strategy 8 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  9. 9. How to prepare the strategy 1. Deciding on metrics 1. Make sure there are many KPIs and mini conversions 2. Do not just report on total amount of followers 3. Report on reach, exposure and audience growth http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/ 9 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  10. 10. Understanding the audience Really understand who you market to – social listening. Then your content will be shared. http://moz.com/blog/personas-understanding-the-person-behind-the-visit 10 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  11. 11. Owned, Earned and Paid media together promote http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html 11 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  12. 12. Visualise the data – turning dry niches wet or moist. gets excited by tables of dry data – you’re social, make your data social. Noone http://krystianszastok.co.uk/how-to-visualise-twitter-data-in-5-minutes-forfree-without-programming-knowledge/ 12 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  13. 13. Measure the results Analytics and last touch conversions not enough. 1. Use analytics as a guide 2. Get advanced multi-touch tracking software in place 1. Analytics Multi Channel Funnel 2. Infinity call tracking 3. DoubleClick from Google No perfect solution currently – watch this space. 13 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  14. 14. Solution: Content 14 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  15. 15. Big Content Idea 1. Relevant to the audience – will they care? 2. Researched (don’t just think up an idea and create content because you think it’s cool) 3. Multi device – tablet/mobile tested 4. Multi format – ebook into a podcast into a video into an infographic into a pdf into a blog post/series 5. Multi channel 6. Sponsored traffic 15 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  16. 16. Big Content Idea – first idea usually fails 1. It’s okay to fail 2. Learn what went wrong - Get more feedback - Rework the strategy - Present the learnings to the client - Get up, dust off, make another piece of content. If first idea succeeds – again, take the learnings and make 5 even better ideas! Don’t be a one trick pony. 16 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  17. 17. Big Content Idea - Examples Game of Thrones snowflake patterns – http://www.kryshiggins.com/free-game-of-thrones-inspired-snowflake-patterns/ 17 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  18. 18. Big Content Idea - Examples Slim your wallet - http://bellroy.com/pages/slim-your-wallet/ 18 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  19. 19. Big Content Idea - Examples Desirable Body - http://www.desirablebody.co.uk/hero/ 19 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  20. 20. Solution: Community building 20 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  21. 21. Community building Your community is your repeat audience – is your return visitor – is the future customer. Remarket to them, email them, groom them and they’ll be your brand advocates. http://mackwebsolutions.com/guide-to-building-online-communities/ 21 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  22. 22. The end – credits for memes Credits: http://www.searchenginejournal.com/seach-meme-monday/47271/ http://siliconrepublic.com/careers/item/33553-career-memes-of-the-week-s http://shaneatkins.co.uk/2013/03/09/17-social-media-memes-that-will-make-you-lol/ http://makeameme.org/meme/WANNA-TAKE-A-culhxu http://momentumbooks.com.au/blog_tag/data/ 22 Twitter: @krystianszastok | Web: krystianszastok.co.uk
  23. 23. Visit www.jellyfish.co.uk Follow me at twitter.com/krystianszastok Or visit my website krystianszastok.co.uk www.jellyfish.co.uk www.krystianszastok.co.uk
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