Building a customer-centric content development plan

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Developing marketing content that engages your target audience is hard work. By starting with a customer-centric content plan, you bring focus and efficiency to the content development process and increase engagement with your customers and prospects.

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Building a customer-centric content development plan

  1. 1. Most social media content is too self-centered to engage anyone.<br />a.k.a. Building a Customer-Centric Content Development Plan<br /> #Social4Social 2011-05-12 @Nolin<br />
  2. 2. Because it’s not about you.<br />
  3. 3. They’re trying to solve problems.<br />
  4. 4. There is a Useful Content Deficit.<br />Demand > Supply<br />Expectation of Findability<br />Expectation of Relevance <br />Expectation of Value<br />
  5. 5. How to engage your audience<br />Make it about them, not about you.<br />Start with light, easy content.<br />Measure which categories engage.<br />THEN invest in heavy content.<br />
  6. 6. 1. Make it about them.<br />Who is your target audience?<br />What are their needs & pains?<br />Which needs & pains can you help with?<br />Group into 4-6 categories<br />
  7. 7. Example of a Content Framework<br />
  8. 8. 2. Start with light, easy content.<br />Repurpose existing content assets<br />Curate and share 3rd party content<br />
  9. 9. Repurpose existing content<br />
  10. 10. Curate 3rd party content<br />Deploy via Social Channels<br />Extract & Track<br />Monitor & Cull<br />
  11. 11. 3. Measure content engagement.<br />
  12. 12. 4. Move from light to heavy<br />
  13. 13. The Engaging Content Checklist<br /><ul><li>Easy to find
  14. 14. About them, not you
  15. 15. Helps them solve a problem
  16. 16. Light content informs heavy</li></li></ul><li>How to engage with me.<br />http://twitter.com/nolin<br />http://ca.linkedin.com/in/nolinlechasseur<br />nolin@brainrider.com<br />http://brainrider.info<br />http://blog.brainrider.com<br />

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