Social Content Marketing Best Practices

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  • 1. Social@Scale Summit: Social Content Marketing 1 Content Marketing in Social Media Charlie Treadwell Director of Social Marketing
  • 2. 78% of B2B buyers start their research with online search. Social@Scale Summit: Social Content Marketing 2 B2B Buyer Behavior, Demand Gen Report 2012
  • 3. What is content marketing? Social@Scale Summit: Social Content Marketing 3 “Content marketing is a pull, rather than a push, strategy. Content doesn’t interrupt, it attracts.” Rebecca Lieb, Advertising Age
  • 4. It’s simple. Answer your prospects’ top 30 questions. Social@Scale Summit: Social Content Marketing 4 What content do you create? Tip: Start with Sales and Support.
  • 5. Source: Greatest Content Marketing Strategy, by Barry Feldman · January 26, 2014 5 Create 90 pieces of content in 90 days based on the 30 questions. 1. Create 30 blog posts. The headline is the question. The copy is the answer. Immensely simple. Ridiculously valuable. 2. Make 30 videos. Same topics. You might change the title ever so slightly. A lot of people would rather watch than read 3. Make 30 podcasts. Why? A lot of people choose to listen, rather than read or watch. Social@Scale Summit: Social Content Marketing
  • 6. No one is going to buy your stuff… Until they get the answers they seek. Social@Scale Summit: Social Content Marketing 6
  • 7. Social@Scale Summit: Social Content Marketing 7 Stock Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. Flow Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. &
  • 8. It’s not all about you. Curate other people’s great content and becoming a content provider and trusted source. Social@Scale Summit: Social Content Marketing 8 Share 4pieces of influencers great content. For 1of your own content. And 1piece of entertainment.
  • 9. Social@Scale Summit: Social Content Marketing 9 EntertainmentOur Content Other People’s Content
  • 10. Social@Scale Summit: Social Content Marketing 10 Brand Goals Customer Interests Relevancy = Sharable, engaging ideas and values Identify relevancy with social listening data Social Content, Listening and Trends Customer-centric content delights and adds value at every stage of the purchasing journey and key moments of truth.
  • 11. 11 Impact Time Owned Earned Paid An Integrated Paid-Owned-Earned Model Owned Paid Earned + + Social@Scale Summit: Social Content Marketing
  • 12. Multichannel Distribution Model Social@Scale Summit: Social Content Marketing
  • 13. 40% of people shared content that was personally relevant. Social@Scale Summit: Social Content Marketing 14 “I saw something and it made me think of one of my friends.” “It seemed right up my friend’s alley.” What makes people want to share? Personal Relevance Humor Utility#1 #2 #3
  • 14. 1. Identify a list of your target customers 2. Use social listening to understand who influences them and what topics interest them 3. Curate a list of content from the top influencers and bake them into your 4-1-1 content strategy Social@Scale Summit: Social Content Marketing 15 Where do you find relevant content from influencers?
  • 15. Then why are brands becoming more successful with agile marketing tactics? Social@Scale Summit: Social Content Marketing 16 Real-time marketing is a fad…
  • 16. What do the 2014 Grammys and Arby’s have in common? Social@Scale Summit: Social Content Marketing 17 83,162 RETWEETS
  • 17. Social@Scale Summit: Social Content Marketing 18 552 million identities exposed in 2013 2013 Dubbed the Year of the Mega Breach
  • 18. Social@Scale Summit: Social Content Marketing 19 If I’m a CIO, what questions am I asking myself right now?
  • 19. Social@Scale Summit: Social Content Marketing 20 Stock Flow &
  • 20. We have surveillance video from the hotels that shows people turn on the shower, direct the nozzle at the wall and then leave the room for the whole day. Social@Scale Summit: Social Content Marketing 21 Russian deputy prime minister Dmitry Kozak, Business Insider
  • 21. Social@Scale Summit: Social Content Marketing 22 1,213 RTs
  • 22. Social@Scale Summit: Social Content Marketing 23
  • 23. 91,213 Likes, 10,237 comments, 21,091 shares 24Social@Scale Summit: Social Content Marketing
  • 24. Earned Media Social@Scale Summit: Social Content Marketing
  • 25. 64% of B2B buyers said the winning vendor’s content had a significant impact on their buying decision Social@Scale Summit: Social Content Marketing 26 2013 Demand Gen Report: B2B Buyer Behavior Survey
  • 26. Key Takeaways • Start by listening and identify 30 questions your customers ask • Create 90 pieces of content in 90 days • Balance your content calendar with other people’s content and follow the 4-1-1 rule • Create content that is personally relevant, humorous, and utility • Leverage real-time events to capitalize on captive audiences • Show some personality • Continually analyze your content, listen to your customers, and always focus on answering your customers key questions Social@Scale Summit: Social Content Marketing 27
  • 27. Thank you! Copyright © 2013 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice. Presentation Identifier Goes Here 28 Charlie Treadwell, Director of Social Marketing