It’s All About        The Content,             Baby.         Presented by       Mickey Lonchar     Chief Creative OfficerQu...
What you’ll learn today:• Develop a Content Strategy that is meaningful toyour audience.• Develop a Brand Vision and use i...
First, a word about the role of Social Media.
Social Media Marketing takes   us back to the future.                    •We listen to customers.               •We intera...
‘Earned’ attention vs. ‘Bought’ attention.                         Is this going to keep my                           cust...
Social Media“flips the marketing funnel.”  The receiver is the medium is the creator.
Social Media givesyou a ‘house of many        doors.’
Social Media amplifies and adds depth  to your other marketing efforts.                 Don’t think of it as ‘either/or.’
Social Media enhances your SEO.    70% of users typically find you via search engines.       Search engines love fresh robu...
Social Media helps you learn moreabout the nuances of your customers.
Social Media shortens the purchase cycle.
Social Media gives you theopportunity to customize your      marketing efforts.
Social Media gives yourorganization human characteristics.
Social Media helps you identifyand nurture your brand advocates.
Social Media helps users get more    value from your product.
Social Media cuts customer churn.
Social Media              Social              Media                         provides an                       effective wa...
What is Content?
What is Content?         ‘Content’ is how         you communicate          with/touch your             consumer.
What is Content?        People don’t engage          with brands, they        engage with content.
What is Content?         Anything that touches           the consumer that         represents your brand.            Examp...
What is Content?            Content is the ‘currency’                of Social Media.            ‘He who has the best     ...
What is Content?    Your ‘Content Strategy’ (or Content Platform) is the  intentional creation, implementation and deploym...
A Social Media program without  a Content Strategy is like...               Well, you get the idea.
Developing a Content Platform:       where to start.
Start with a meaningful      Brand Vision.‘Who do I have to be to have you    become my customer?’
Meaningful Brand Vision =             What’s the ONE             THING we want           customers to say that            ...
Meaningful Brand Vision =       Unique - Are you the only one to provide this?     Meaningful - Is it of true value to you...
Content Platform Exercise: Starbucks example.
Content Platform Exercise: Starbucks example.                      What are 10 things Starbucks                      can d...
Content Platform Exercise: Starbucks example.                     What are 10 things Starbucks                     can do ...
Content Platform Exercise: Starbucks example.                     What are 10 things Starbucks                     can do ...
Content Platform Exercise: Starbucks example.                     What are 10 things Starbucks                     can do ...
Content Platform Exercise: Starbucks example.                     What are 10 things Starbucks                     can do ...
Content Platform Exercise: Starbucks example.                     What are 10 things Starbucks                     can do ...
Content Platform Exercise:On a sheet of paper, write out 10 ways you can help       customers, besides selling them stuff.
Content Platform Exercise:    On a sheet of paper, write out 10 ways you can help           customers, besides selling the...
Content Platform Exercise:    On a sheet of paper, write out 10 ways you can help           customers, besides selling the...
Three Kinds of Content Every Organization Should Have:
Three Kinds of Content Every Organization Should Have:                 1. Content You Create                   • Website u...
Three Kinds of Content Every Organization Should Have:                  1. Content You Create               • Create once,...
Three Kinds of Content Every Organization Should Have:                   1. Content You Create              • Blogs: +55% ...
Three Kinds of Content Every Organization Should Have:               2. Content that you curate                  (Third Pa...
Three Kinds of Content Every Organization Should Have:             3. Content You Re-purpose                   or Re-imagi...
Content Creation Best Practices:
Content Creation Best Practices:                   Get Contributions                  From People Across                  ...
Content Creation Best Practices:                    Develop a Content                        Calendar.                    ...
Content Creation Best Practices:                 Create a ‘content hub’                    to aggregate all               ...
Content Creation Best Practices:    Participate in as many platforms           as you can manage.
Content Creation Best Practices:Create content that is both ‘sticky’ and ‘slippery.’
Content Creation Best Practices:               Solve, don’t sell.
Content Creation Best Practices:                Use tags and meta data                  whenever possible.
Content Creation Best Practices:                    Build inbound links.
Content Creation Best Practices:               Run Potential Content                    Through the                ‘Brand ...
How about a few good  (local) examples? • Huppins on YouTube • Pearson Packaging Twitter • Blu Berry Yogurt Facebook • “Ho...
Effective Content Platform #1:     Huppins YouTube channel
Effective Content Platform #2:     Pearson Packaging Twitter
Effective Content Platform #3:     Blu Berry Yogurt Facebook
Effective Content Platform #4:     ‘How’s Business’ newsletter
Effective Content Platform #4:         The Quisenblog
The inside dope on attracting     followers and fans.
The inside dope on attracting     followers and fans.              The ‘unsexy’ stuff: icons              on business card...
The inside dope on attracting     followers and fans.                Utilize Facebook               Connect platform to   ...
The inside dope on attracting     followers and fans.                      Rather than just “Find us                      ...
The inside dope on attracting     followers and fans.               Let visitors/fans choose              how to follow. G...
The inside dope on attracting     followers and fans.                    “Buy” followers:                        • Faceboo...
The inside dope on attracting     followers and fans.               Understand what you                want to do with you...
Seattle Sounders example        Scarves up!
Questions?
Resources of Note:    Joe Pulazzi - @JuntaJoe (Twitter)  Heidi Cohen - @HeidiCohen (Twitter)Ann Handley - @MarketingProfs ...
Contact Information       email: mickey@quisenberry.net         blog: www.quisenblog.com          twitter: @mickeyloncharF...
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It's All About the Content, Baby!

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Thoughts on arriving at a framework for developing a content platform, presented as a workshop to Greater Spokane Inc.'s BizStreet members.

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It's All About the Content, Baby!

  1. 1. It’s All About The Content, Baby. Presented by Mickey Lonchar Chief Creative OfficerQuisenberry Marketing & Design
  2. 2. What you’ll learn today:• Develop a Content Strategy that is meaningful toyour audience.• Develop a Brand Vision and use it as a contentplatform/content filter.• The three types of content every organization shouldhave.• Guidelines for creating a Content Calendar.• Fundamentals of building and nurturing a communityof followers.
  3. 3. First, a word about the role of Social Media.
  4. 4. Social Media Marketing takes us back to the future. •We listen to customers. •We interact with them one-on-one. • We rely on good word of mouth.
  5. 5. ‘Earned’ attention vs. ‘Bought’ attention. Is this going to keep my customer ‘opted-in’?
  6. 6. Social Media“flips the marketing funnel.” The receiver is the medium is the creator.
  7. 7. Social Media givesyou a ‘house of many doors.’
  8. 8. Social Media amplifies and adds depth to your other marketing efforts. Don’t think of it as ‘either/or.’
  9. 9. Social Media enhances your SEO. 70% of users typically find you via search engines. Search engines love fresh robust content.
  10. 10. Social Media helps you learn moreabout the nuances of your customers.
  11. 11. Social Media shortens the purchase cycle.
  12. 12. Social Media gives you theopportunity to customize your marketing efforts.
  13. 13. Social Media gives yourorganization human characteristics.
  14. 14. Social Media helps you identifyand nurture your brand advocates.
  15. 15. Social Media helps users get more value from your product.
  16. 16. Social Media cuts customer churn.
  17. 17. Social Media Social Media provides an effective way to work customers up the ‘Loyalty Ladder.’TraditionalMarketing
  18. 18. What is Content?
  19. 19. What is Content? ‘Content’ is how you communicate with/touch your consumer.
  20. 20. What is Content? People don’t engage with brands, they engage with content.
  21. 21. What is Content? Anything that touches the consumer that represents your brand. Examples: packaging, web copy, collateral, Facebook posts, paid messaging (advertising), third party reviews, etc.
  22. 22. What is Content? Content is the ‘currency’ of Social Media. ‘He who has the best content wins.’ - Joe Pulazzi
  23. 23. What is Content? Your ‘Content Strategy’ (or Content Platform) is the intentional creation, implementation and deployment ofstories you tell as a brand to build trust and develop deeper relationships with customers and prospects.
  24. 24. A Social Media program without a Content Strategy is like... Well, you get the idea.
  25. 25. Developing a Content Platform: where to start.
  26. 26. Start with a meaningful Brand Vision.‘Who do I have to be to have you become my customer?’
  27. 27. Meaningful Brand Vision = What’s the ONE THING we want customers to say that we do better than anyone else?
  28. 28. Meaningful Brand Vision = Unique - Are you the only one to provide this? Meaningful - Is it of true value to your customers? True - Is this who you really are and what you really do?“Organizations typically have dozens of waysto help a customer...beyond selling her stuff.”
  29. 29. Content Platform Exercise: Starbucks example.
  30. 30. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee?
  31. 31. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 1. Provide a standardized experience. 2. Introduce new varieties and products. 3. Create ‘smarter’ coffee consumers. 4. Offer a line of accessories, enhancing the ‘coffee experience.’ 5. Give customers a place to chill. 6. Making coffee buying convenient. 7. Provide customers a break in their day. 8. Raise the customer’s expectations. 9. Provide a ‘little reward’ for customers. 10. Serve product within 10 minutes of brewing.
  32. 32. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 1. Provide a standardized experience. 2. Introduce new varieties and products. 3. Create ‘smarter’ coffee consumers. 4. Offer a line of accessories, enhancing the ‘coffee experience.’ 5. Give customers a place to chill. 6. Making coffee buying convenient. 7. Provide customers a break in their day. 8. Raise the customer’s expectations. 9. Provide a ‘little reward’ for customers. 10. Serve product within 10 minutes of brewing.
  33. 33. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 3. Create ‘smarter’ coffee consumers. 5. Give customers a place to chill. 7. Provide customers a break in their day. 9. Provide a ‘little reward’ for customers.
  34. 34. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 3. Create ‘smarter’ coffee consumers. 5. Give customers a place to chill. 7. Provide customers a break in their day. 9. Provide a ‘little reward’ for customers.
  35. 35. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 5. Give customers a place to chill. 7. Provide customers a break in their day. 9. Provide a ‘little reward’ for customers. Brand Vision: “Welcoming”
  36. 36. Content Platform Exercise:On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff.
  37. 37. Content Platform Exercise: On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff.Look over your list. Line out any of the functions that are not unique to you or that add negligable value to the customer.
  38. 38. Content Platform Exercise: On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff.Look over your list. Line out any of the functions that are not unique to you or that add negligable value to the customer.Partner up with one other person NOT in your organization.
  39. 39. Three Kinds of Content Every Organization Should Have:
  40. 40. Three Kinds of Content Every Organization Should Have: 1. Content You Create • Website updates • Videos • Powerpoint Presentations • Blogs • Comments on other sites • Social Media status updates
  41. 41. Three Kinds of Content Every Organization Should Have: 1. Content You Create • Create once, use many times • Clone content across multiple platforms. • Become a ‘Content Chop Shop’
  42. 42. Three Kinds of Content Every Organization Should Have: 1. Content You Create • Blogs: +55% more web traffic (Hubspot) • Improves Search Engine Ranking • Helps establish thought leadership • Demonstrates your value, tells your story • Creates content fodder
  43. 43. Three Kinds of Content Every Organization Should Have: 2. Content that you curate (Third Party content) • Gleaned from ‘listening’ • RSS • Twitter • email • StumbleUpon • Google Alerts • ‘What would my customers find useful?’
  44. 44. Three Kinds of Content Every Organization Should Have: 3. Content You Re-purpose or Re-imagine • Conduct a Content Audit • Newsletter articles • Case studies • Product information sheets • Speeches or panel participation • Archived blog posts
  45. 45. Content Creation Best Practices:
  46. 46. Content Creation Best Practices: Get Contributions From People Across the Organization.
  47. 47. Content Creation Best Practices: Develop a Content Calendar. (1-7-30-4-6-1)
  48. 48. Content Creation Best Practices: Create a ‘content hub’ to aggregate all available content.
  49. 49. Content Creation Best Practices: Participate in as many platforms as you can manage.
  50. 50. Content Creation Best Practices:Create content that is both ‘sticky’ and ‘slippery.’
  51. 51. Content Creation Best Practices: Solve, don’t sell.
  52. 52. Content Creation Best Practices: Use tags and meta data whenever possible.
  53. 53. Content Creation Best Practices: Build inbound links.
  54. 54. Content Creation Best Practices: Run Potential Content Through the ‘Brand Vision Filter.’ (Relevant, Helpful, Reflects Values)
  55. 55. How about a few good (local) examples? • Huppins on YouTube • Pearson Packaging Twitter • Blu Berry Yogurt Facebook • “How’s Business” newsletter • The Quisenblog
  56. 56. Effective Content Platform #1: Huppins YouTube channel
  57. 57. Effective Content Platform #2: Pearson Packaging Twitter
  58. 58. Effective Content Platform #3: Blu Berry Yogurt Facebook
  59. 59. Effective Content Platform #4: ‘How’s Business’ newsletter
  60. 60. Effective Content Platform #4: The Quisenblog
  61. 61. The inside dope on attracting followers and fans.
  62. 62. The inside dope on attracting followers and fans. The ‘unsexy’ stuff: icons on business cards, email signature, etc.
  63. 63. The inside dope on attracting followers and fans. Utilize Facebook Connect platform to integrate online presence.
  64. 64. The inside dope on attracting followers and fans. Rather than just “Find us on Facebook,” explain why they should. “Get daily recipes and money-saving offers on our Facebook page.” “Get the latest industry news by following us on Twitter.” “Find our series of how-to videos on YouTube.”
  65. 65. The inside dope on attracting followers and fans. Let visitors/fans choose how to follow. Give them options.
  66. 66. The inside dope on attracting followers and fans. “Buy” followers: • Facebook ads • Giveaways: something in return for clicking “like.” • “Crowdsourcing” contests (Postaer’s book cover) • Connect company to a cause.
  67. 67. The inside dope on attracting followers and fans. Understand what you want to do with your followers (engagement). 90% of Facebook fans never go back to the brand’s page.
  68. 68. Seattle Sounders example Scarves up!
  69. 69. Questions?
  70. 70. Resources of Note: Joe Pulazzi - @JuntaJoe (Twitter) Heidi Cohen - @HeidiCohen (Twitter)Ann Handley - @MarketingProfs (Twitter) Hubspot Inbound Marketing Blog -www.hubspot.com/inbound-marketing-blog/
  71. 71. Contact Information email: mickey@quisenberry.net blog: www.quisenblog.com twitter: @mickeyloncharFor an electronic copy of this presentation deck, email me at mickey@quisenberry.net
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