Creating Your Social Content Engine: SearchExchange 2013

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At the SearchExchange 2013 in Charlotte, NC, VP of Digital Strategy Kevin Briody presented on the value of and approaches to creating a "content engine" as part of an agency's social media and content …

At the SearchExchange 2013 in Charlotte, NC, VP of Digital Strategy Kevin Briody presented on the value of and approaches to creating a "content engine" as part of an agency's social media and content marketing strategies.

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  • 1. Creating Your Social Content Engine for SearchExchange 2013 Kevin Briody VP Digital Strategy @kevinbriody
  • 2. First off, what is a content engine? “Engine”: A machine with moving parts that converts power into motion
  • 3. Power Your core content and content strategy Motion Social activity, engagement, and results
  • 4. Social Content Engine: The platforms, processes, and people that convert your core content (power) into social activity, engagement, and results (motion).
  • 5. Why is having a social content engine important? Template  Source:  Likeable  Media   Because we’ve all been there…
  • 6. What does it solve for? Enables consistent content planning •  Avoid the desperate content gaps •  Aligns with content and digital strategy •  (in short, keeps you from winging it) Makes more effective, efficient use of content •  Chew up less time, avoid missed opportunities and wasted effort Breaks down silos •  In planning, people, channel management
  • 7. Build It Fuel it Fine Tune It About building that social content engine…
  • 8. Build It Beyond building channels, you need to build your infrastructure: •  Platforms & Channels •  People & Teams •  Syndication •  Tools & Processes
  • 9. Select platforms & channels with care Start modest, focus on small wins: Don’t build a whole locomotive when all you need is a mower. Mower(s) that: Aligns to your audience, your available content, and your ability to sustain and fuel it for the duration
  • 10. People: don’t build silos Ensure teams are built to share content across channels Create cross- channel roles (editor, strategist, planner) Extends to all core content, not just social
  • 11. Tools & processes: Don’t neglect the boring Social publishing tools are exciting, but content repositories, CMS’ and workflow tools will make or break your content engine.
  • 12. Embrace Syndication
  • 13. Fuel It So you have your engine in place, now how do you make it go? •  Core Content •  The Full Mix •  Omni-Channel Thinking •  Adaptive, Fluid, Flexible
  • 14. Focus on Your Core Content Great social content starts with a powerful core – your “target” content on digital platforms that forms the centerpiece of your content marketing strategy, and measurably drives business. Blogs, Articles, Whitepapers, Webinars, Product Slicks, Case Studies, Infographics, etc.
  • 15. Employ the Full Mix Original Content Sourced/Licensed Curated 3rd-Party User Generated
  • 16. Omni-Channel Content Thinking Those silos again… avoid letting your content planning get sucked in. Place topic, audience, and objective first…don’t start with “I need some tweets!” Then apply natively across channels.
  • 17. Keep it Adaptive, Flexible, Fluid From agile development and agile marketing to agile content. Plan well, but don’t let your plans, templates, and best practices define you. Optimization is your friend…
  • 18. Fine Tune It It’s a special kind of engine: maintenance does more than keep it running, it lets it improve infinitely. •  Clear Objectives •  Content Insights Process •  Optimize Relentlessly
  • 19. Start with Clear Objectives Keep it simple: awareness, engagement, and outcomes Define content objectives for both business-driving “core” content as well as in-channel supportive content. Vary goals by content purpose. •  In-channel “health” KPIs •  Evergreen vs. timely •  Etc.
  • 20. Develop a Content Insights Process Uses   Insights  Pillar   Ques1on   Ini$al  &  Recurring  Content  Planning   Engagement  Strategy   Audience  &   Segmenta1on   Who  is  the  audience,  what  do  we  know   about  them,  and  what  if  anything  has   changed  recently?   Social  Media  Trends  &   Conversa1on  Analysis   What  are  they  talking  about,  where,  and   what  does  that  tell  us  about  the  nature  of   the  conversa1on?   Search  Insights   What  are  they  searching  for,  on  our  site(s)   and  across  the  Web?   Compe11ve,  Industry,   Market  Developments   What  other  environmental  inputs  should  we   factor  into  ongoing  content  planning?   Internal  Priori1es   and  Inputs   What  are  the  pressing  internal,  partner,  or   client  campaign,  marke1ng,  and   communica1ons  priori1es?   Analy1cs:  Op1miza1on   Frameworks   What  do  channel  and  plaMorm  analy1cs  tell   us  about  how  exis1ng  content  is  performing,   by  aOribute?   Recurring  Insights   Mee$ng   Content   Planning   Stakeholder   Repor1ng   Program   Op1miza1on   Internal  Reports  
  • 21.  -­‐          25      50      75      100      125      150     Offer  5   Offer  4   Offer  3   Offer  2   Offer  1   Index  by  Offer   Optimize Relentlessly Evaluate relative performance against key metrics: awareness, engagement, outcomes, both in-channel and core content. Break out by useful attributes (depth, freshness, topic, segment, asset type, etc.): provide smart, actionable insights to your content planning team.
  • 22. Fine tuning your social content engine is a process that should never end: relentless content optimization opens up the possibility of infinite improvement. Just have a plan.
  • 23. Parting words… •  Consider your content creation process like a well- oiled engine: moving parts to translate content (power) into action (motion). •  Focus on your core digital content strategy and the business outcomes it drives •  Keep it all adaptive, agile, fluid •  Avoid silos – in your team, processes, and channels •  Start modest, find the small wins •  Optimize always and forever
  • 24. Thank You! Kevin Briody kevin.briody@paceco.com @kevinbriody
  • 25. Image Credits Images not listed were sourced through iStockPhoto or provided by Pace. All others found via Creative Commons search on Flickr and Compfight. Flickr source user listed by slide, with apologies for any slight errors: 1. mformatthjis 2. Matt Hintsa 3. –Wink— 4. Mike Tn 7. Matt Hintsa / Robb North / hvargas 8. Matt Hintsa 9. inspiredindesmoines 10. Jason L Parks 12. Curious Expeditions 13. Robb North 15. JillWillRun 16. inconvergent 17. Tony Hall 18. Hvargas 19. filmingilman 22. livenature