Backing Up the Bus: You’re on     Facebook & Twitter…But Business        Isn’t Growing. Now What?slideshare.net/RaniMonson...
Backing Up the Bus…WTF?!• Businesses rush to jump  on social media• Often don’t stop to think     – What they want to say ...
Huh? What Content?!     • Many skip a Content Strategyslideshare.net/RaniMonson             @RaniMonson #etcdallas
Questions In Your Head   • Why Should I Listen To     You?   • Maybe I’ll Listen…But I     Also Want to Talk!   • What Are...
The bus has stopped      BUILDING YOUR CONTENT      STRATEGYslideshare.net/RaniMonson   @RaniMonson #etcdallas
Content Strategy: Key Messages  • Create 1-3 Key Messages      – The will be repeated over and over and over again      – ...
slideshare.net/RaniMonson   @RaniMonson #etcdallas
Source: SocialMediaTodayslideshare.net/RaniMonson    @RaniMonson #etcdallas
CREATING THE CONTENTslideshare.net/RaniMonson   @RaniMonson #etcdallas
Content Calendar   • Plan ahead to reinforce     your key messages   • Block out rolling 13     months of what you     kno...
Evergreen Content                                Examples   What is it?                  • FAQs   • It’s always relevant /...
Timely Content   Typically safe:                  Be careful with:   • Industry news                  • Current events   •...
Other Ideas• Content isn’t just words: Videos,  Photos, etc• Look to Pop culture: TV, Music,  Movies• Study other Media: M...
Tips • Schedule a deadline for   yourself     – Don’t procrastinate     – Hardest part getting started • Read your content...
If You’re Still Worried…   • Look at Facebook        – Find a P90X fan   • It’s digital!        – You can always fix      ...
Let’s Brainstorm Your Challenges   Content     Strategy:   • Key Messages   • Content     Calendar   • Evergreen     Conte...
Thank you!slideshare.net/RaniMonson                @RaniMonson #etcdallas
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Backing Up the Bus: You’re on Facebook, Twitter, Pinterest…But Business Isn’t Growing. Now What?

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You’ve learned an occasional tweet and a status update or two isn’t having an impact. We’ll talk about backing up the bus…instead of focusing on how you’re going to deliver the message (Foursquare, etc.) you need to first focus on what your overall message is.

This presentation will help you understand how to build your own communication plan and content strategy.

After this presentation, you'll be able to create you own Content Plan including:
- Key Messages
- Content Calendar
- Evergreen Content
- Timely Content

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Backing Up the Bus: You’re on Facebook, Twitter, Pinterest…But Business Isn’t Growing. Now What?

  1. 1. Backing Up the Bus: You’re on Facebook & Twitter…But Business Isn’t Growing. Now What?slideshare.net/RaniMonson @RaniMonson #etcdallas
  2. 2. Backing Up the Bus…WTF?!• Businesses rush to jump on social media• Often don’t stop to think – What they want to say – Who they want to say it to – aka a Content Strategy• Key is to remember social media is a vehicle - only – It drives traffic to your contentslideshare.net/RaniMonson @RaniMonson #etcdallas
  3. 3. Huh? What Content?! • Many skip a Content Strategyslideshare.net/RaniMonson @RaniMonson #etcdallas
  4. 4. Questions In Your Head • Why Should I Listen To You? • Maybe I’ll Listen…But I Also Want to Talk! • What Are We Talking About? • Will I Really Learn Something?slideshare.net/RaniMonson @RaniMonson #etcdallas
  5. 5. The bus has stopped BUILDING YOUR CONTENT STRATEGYslideshare.net/RaniMonson @RaniMonson #etcdallas
  6. 6. Content Strategy: Key Messages • Create 1-3 Key Messages – The will be repeated over and over and over again – Verbatim: not the time to be creative – This is how you build a brand – Basis of your content strategy • Key Messages can answer: – Why business is unique / competitive advantage – Why you’re better than the competition – Why clients refer business to youslideshare.net/RaniMonson @RaniMonson #etcdallas
  7. 7. slideshare.net/RaniMonson @RaniMonson #etcdallas
  8. 8. Source: SocialMediaTodayslideshare.net/RaniMonson @RaniMonson #etcdallas
  9. 9. CREATING THE CONTENTslideshare.net/RaniMonson @RaniMonson #etcdallas
  10. 10. Content Calendar • Plan ahead to reinforce your key messages • Block out rolling 13 months of what you know • Holidays • Seasons • Industry events / conferences • Your vacationslideshare.net/RaniMonson @RaniMonson #etcdallas
  11. 11. Evergreen Content Examples What is it? • FAQs • It’s always relevant / • Case studies green • Lessons learned • Recycle popular content • Plan: Ready ahead of • Guest writers time • How-to guides • Have a list handy – plug • Q&A in as needed • Curate a list of content from others • Historical industry info • Calendar of eventsslideshare.net/RaniMonson @RaniMonson #etcdallas
  12. 12. Timely Content Typically safe: Be careful with: • Industry news • Current events • Emerging trends • Politics • Data / facts • Religion • Research reports Did you know today is “Swim a Lap Day”?slideshare.net/RaniMonson @RaniMonson #etcdallas
  13. 13. Other Ideas• Content isn’t just words: Videos, Photos, etc• Look to Pop culture: TV, Music, Movies• Study other Media: Magazines, Books, Talk Shows• Share an alternative view• Remember: Truth is stranger than fictionslideshare.net/RaniMonson @RaniMonson #etcdallas
  14. 14. Tips • Schedule a deadline for yourself – Don’t procrastinate – Hardest part getting started • Read your content to yourself – out loud • Ask someone else to read it • Remember: It will get easierslideshare.net/RaniMonson @RaniMonson #etcdallas
  15. 15. If You’re Still Worried… • Look at Facebook – Find a P90X fan • It’s digital! – You can always fix it laterslideshare.net/RaniMonson @RaniMonson #etcdallas
  16. 16. Let’s Brainstorm Your Challenges Content Strategy: • Key Messages • Content Calendar • Evergreen Content • Timely Contentslideshare.net/RaniMonson @RaniMonson #etcdallas
  17. 17. Thank you!slideshare.net/RaniMonson @RaniMonson #etcdallas
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