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Social Media & Content Marketing Strategy Planning for 2014
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Social Media & Content Marketing Strategy Planning for 2014


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Originally delivered to the Chesapeake Regional Tech Council for the monthly Social Media Marketing Forum on January 31, 2014. …

Originally delivered to the Chesapeake Regional Tech Council for the monthly Social Media Marketing Forum on January 31, 2014.

Includes a basic overview of content strategy, marketing, and planning; how to create an editorial calendar; how to brainstorm and repurpose content; and other planning tips and resources.

Published in: Marketing

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  • We have a looooot to talk about. It’s like a sandwich - and if we try to stack on ham and lettuce and cheese and bacon and turkey and meatballs and on and on, you have a lot of great stuff on that sandwich, but you’ve made it too big to eat.

    So I want to keep it more like an egg mcmuffin - just some of the basics, and then I’ll give you the menu so you know what else you’d like to order.

    But I’d also like to keep it a conversation, so I hope when we talk through some of these things, you’ll be willing to share your ideas.
  • Think of one of your favorite brands and which channels you see them on.

    Then think about what you see them produce on those channels. It’s not just ads, commercials & marketing messages, it’s content. It’s value-based storytelling to engage customers, build brand loyalty, and ultimately, drive action.

    The best part is - you’re probably already doing more of it than you realize.
  • A great example is Barnes & Noble - they’ve always run a great blog, and have been a great brand example on social media. Just look at the mix of this recent content. It directs traffic to an event, their blog, shares consumer content, encourages you to visit a physical location, and it looks effortless. But the trick is - it’s not.
  • Includes: Message (mission, tone and output), Audiences, Delivery, Timing (editorial, schedule for review)
  • Next we’re going to talk about setting goals, so this cartoon from is really great.
  • Why are you producing content? To support your business goals. Coca Cola’s Facebook page isn’t just sharing heartwarming stories to cheer you up - that’s part of their marketing strategy to support sales. So when you’re setting goals for your content, align with your organizational goals.Visualize the best possible outcome from your business producing content - picture that scenario. “What do you want your reader to do next?” Is it growing your Facebook fanbase to talk to?Visualize the best possible outcome and write that down. Now make that more concrete. Define it into a goal we can track on our editorial calendar. Then let’s use that to determine what your goal is (you’ll always have more than one goal, but we’re keeping it simple today).
    Potential goals include: Prospecting (Generate leads), Sales, Marketing (Generate interest), PR (build & influence public opinion), Community (Develop fans who interact with your brand socially), Customer support, Thought leadership (Develop name recognition and respect, influence your industry)
    Testing & optimizing - if 500-word blogs work best for you, ditch the 1,000-word posts. Stick to a formula
  • Tools: Google docs, Smartsheets - things like that make it very easy for everyone to see and update
    Templates: customize for your needs
    structure: i’ll show you an example on the next slide
    don’t be afraid to disrupt your calendar when there are new developments or breaking news
    That’s why it’s always good to keep a few “evergreen” posts
    You’re not going to sit down tomorrow and plan out 12 full months of content - break it into pieces and schedule regular brainstorms
  • Structuring by post type or topic
  • So you could start with something very simple, like this. This is just frequency per channel.
    frequency, days of the week and time of day
  • marketing calendar
  • editorial
  • blog publication
  • Think of some of your favorite brands.

    I’m willing to bet that they’ve put out some content related to the Super Bowl - and it’s not a coincidence. It’s planning. This is one of the biggest storytelling opportunities of the year, and it happens around the same time every year.

    A brand I follow on Facebook is promoting nail polish in the playing teams’ colors. They don’t need to know which teams will be in the Super Bowl to plan for that content.

    And that kind of opportunity, albeit often on a much smaller scale, happens all year.
  • Play to your strengths - you know your customers, your industry and your employees or co-workers best
    Start with what you know - conferences, events, things you know are coming up you can talk about
    Keep an idea bank: carry a notebook, keep a whiteboard anyone can add ideas to, whatever works for you
    What’s going on in your industry? Competitors?
    Answer FAQs from other channels and conversations with your customers
    Trending topics - what can you add, or how can you use that to frame?
  • This is an idea from Seth Godin about setting yourself apart by being remarkable.

    Set yourself apart from your competitors
  • I want to talk about one more thing before we do a little brainstorm.

    Define your own repurposing rule BEFORE, NOT AFTER - how many pieces of content do you need to be able to create from each major idea

    For day-to-day content, like Twitter & Facebook, use a ratio of your industry influences, promotional content, and content marketing content
  • Transcript

    • 1. Kaitlin Carpenter @suchthekaitlin Social Media & Content Marketing Strategy Planning for 2014
    • 2. Our Goals for Today ● Reviewing content strategy, marketing, and planning ● Setting goals for your content ● Creating your 2014 editorial calendar ● Finding ideas ● Creating and repurposing content ● Additional resources and ideas to keep your content marketing fresh and effective @suchthekaitlin
    • 3. “Content marketing is the only marketing left.” – Seth Godin @suchthekaitlin
    • 4. @suchthekaitlin A Seemingly Effortless Mix of Content
    • 5. We’re Going to Assume a Few Things . . . ● You know content marketing is valuable. ● It will take time, resources & dedication. ● It needs to be relevant, high quality & channel-appropriate. ● Your content needs to be technically accessible across devices. ● You need to track its effectiveness the best you can. ● There’s more you need to put together to be successful, including: ○ Content style guide ○ Audience personas ○ Publication, distribution & promotion plans @suchthekaitlin
    • 6. Content Strategy The “how” A repeatable framework for content development Don’t duplicate effort in silos @suchthekaitlin Content Marketing The “why” Creating & delivering content to drive consumer actions Planning The “whats” and “wheres” Content style guide Audience personas Ideation Your editorial calendar And more
    • 7. @suchthekaitlin
    • 8. Setting Goals for Your Content ● Start with your organizational goals ● Visualize the best possible outcome ● Refine it into something you can track ● Break into monthly or quarterly focuses ● Test & optimize @suchthekaitlin
    • 9. “If you fail to plan, you plan to fail.” @suchthekaitlin
    • 10. @suchthekaitlin Creating Your 2014 Editorial Calendar Ideas Structure with time & topic-based breakdown Align multiple tactics Form mini-campaigns Accountability Assign responsibility Avoid redundancy Goal Alignment Start with organizational marketing calendar Work toward organizational goals Define direction of your content
    • 11. @suchthekaitlin Creating Your 2014 Editorial Calendar ● Tools ● Templates ● Structure: o Post type o Topic ● What if there’s breaking news? ● Keep backup posts ● Schedule regular brainstorms
    • 12. @suchthekaitlin Creating Your 2014 Editorial Calendar Monday Guest Blog (type) Recipes (topic) Wednesday Advice & How- Tos (type) Health (topic) Friday Video Case Study (type) Chefs (topic)
    • 13. @suchthekaitlin Creating Your 2014 Editorial Calendar S M T W T F S Tweet Facebook Podcast Email Frequency: Days of week and time of day
    • 14. @suchthekaitlin
    • 15. @suchthekaitlin
    • 16. @suchthekaitlin
    • 17. “Meticulous planning will enable everything a man does to appear spontaneous.” -Mark Caine @suchthekaitlin
    • 18. @suchthekaitlin
    • 19. Finding Ideas ● Play to your strengths ● Start with what you know ● Keep an idea bank ● Ask questions ● Answer FAQs ● What’s #trending? @suchthekaitlin
    • 20. Finding Ideas ● Monitor your industry & competitors ● What’s your “Purple Cow”? ● Answer these three questions: o What questions is no one in your industry willing to answer? o What does nearly everyone disagree with you about? o What do you believe will happen in the future that other people consider impossible or unlikely? @suchthekaitlin
    • 21. Creating & Repurposing Content @suchthekaitlin “4-1-1” ● Define your repurposing rule o Turn top content into feature emails o Make it a series o Follow up on previous content (and link back) o Refresh something that had traffic/impact ● Use a content ratio, like the 4-1-1 by Andrew Davis, author of Brandscaping Content from influencers, Relevant to your audience Sales ContentSales
    • 22. Let’s brainstorm @suchthekaitlin
    • 23. Additional Resources & Ideas ● Things you can do today o Put your blog or channel URL in your email signature o Finding influencers:,, o Connect your content and keep your audience engaged. Link to related content, “other articles you might like”, subscribe to our email, you might like to download this whitepaper, etc. ● Track your success o Track clicks (Google URL Tracking tool builder,,, etc.) @suchthekaitlin
    • 24. Additional Resources & Ideas Cont’d ● Don’t reinvent the wheel. There are some great resources out there, including: o Content Marketing Institute: templates-checklists/ o o o o o o Moz SEO guide: sheet-2013-edition o Content strategy overview: @suchthekaitlin
    • 25. Thanks! Questions? @suchthekaitlin