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Creating Content That Stands Out


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How to create stellar content that cuts through the clutter.

Published in: Marketing
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Creating Content That Stands Out

  1. 1. Creating Content That Stands Out Social Media Association of Michigan | August 15, 2018
  2. 2. Director of Communications • 11 years of experience. • Specialize in communications strategy and execution, utilizing a variety of internal and external tactics. • Publish The MichComms Report e-newsletter. • Contributing blogger for Crain's Detroit Business. • Impact100 Oakland County executive communications committee. • Married & mom to 5.5 year old twin boys.
  3. 3. What catches your eye?
  4. 4. 5 W’s of Content: •Who is this content for? •What need(s) am I fulfilling with this content? • Where am I going to share the content? •When will I share this content? •Why am I producing this content?
  5. 5. What’s the current state of search, social and content?
  6. 6. 86% of searchers conduct non-branded searches - Quinn Tempest, digital strategist
  7. 7. So…where do you start?
  8. 8. Keyword stuffing. Think about how you talk.
  9. 9. Capture attention in first few seconds of video.
  10. 10. If using a smartphone, MUST have a good camera.
  11. 11. UpItBuil d
  13. 13. 82% of people are more interested in watching live video than reading posts. - Livestream
  14. 14. 46% of people will unfollow a brand on social for posting too many promotional messages. – Sprout Social
  15. 15. 80% Informative Engaging Educational Interesting 20% Promotional The 80/20 Rule
  16. 16. Let influencers do the talking for you.
  17. 17. Think beyond your typical content channels. alexa-blue-cross-blue-shield-michigan-miblue-skill/miblue/
  18. 18. To increase the chances of people seeing your content…
  19. 19. Instagram posts using at least one hashtag receive 12.6% more engagement than posts excluding them. (Sprout) You MUST have a social media ad plan. Relyingsolely on organic posts is no longer aneffective strategy. LinkedInposts withimages receive 200% more engagement than text-onlyposts. (Sprout)
  20. 20. The PESO Method
  21. 21. Match content to buying stage. Gathering info: What are others in my industry doing? Exploring possible options: What services are available today? What do others say about them? Product evaluation: How much does it cost? Committing to change: What do I have to do? How will this affect my clients? Decision: What is the ROI? What will happen after the sale? Confusion & awareness: What is this? Do I need it?
  22. 22. Customer Buying Stage Customer Questions Content Type Blog Whitepaper Video Digital ad Social media post Confusion & awareness Gatheringinfo Committing to change Exploring possible options Product evaluation Decision
  23. 23. Great writing isn’t enough to cut through the clutter of content that exists. Graphic Design Digital Marketing
  24. 24. Your ultimate goal: Create content that… Amuses InspiresInforms
  25. 25. Recommended tools:• Get employees sharing content: • EveryoneSocial • Dynamic Signal • Producing videos: • Wistia • Promo • Animoto • Adobe Spark Video • Designing images: • Canva • Managing content: • Sprout Social • Keyword research: • • Find the most shared content: • Buzzsumo
  26. 26. Thank you!