Addressing the content conundrum


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Addressing the content conundrum

  1. 1. Addressing the content conundrum
  2. 2. AUSTRALIAN BUSINESSES WITH A WEBSITE 2012  0-4 persons in the business – 34.1% (Micro)  5-19 persons – 57% (Small)  Yet more than 200 persons: 97% (Large) Source: ABS
  3. 3. WHY?  Don’t know how to go about it  Cost prohibitive  Don’t believe in it as a marketing tool  Don’t see the relevance for their business  Don’t know what to put on their site (ie content)
  4. 4. WHAT ABOUT SOCIAL MEDIA?  Only 30% of businesses use social media  Only 12% of small businesses believe they can benefit from social media…  …but 36% of SMEs using social media reported increased sales as a result  25% of social media users in Australia follow brands Source: Sensis, 2013, Yellow Social Media Report
  5. 5. WHY NO SOCIAL MEDIA STRATEGY?  It’s for young people  Not relevant to my business  Don’t have time  My customers already know me  Don’t know what to say (content)
  6. 6. COMMON THEMES Lack of understanding how to use website and social media No content to share Too busy running business to focus on writing content
  7. 7. RECENT RESEARCH FINDINGS:  Hard to have original or interesting thoughts  Educational or informative content has rarely been used before (usually use sales brochures or static advertising)  Sales cycle using content is typically much longer  No strategic direction  Social media speeds up purchasing decisions – especially for B2B Source: Lead Crea+ion
  8. 8. WHERE DO I FIND SOMETHING TO TALK ABOUT?  Content aggregation is the collection of content from all over the internet (including RSS feeds, social media and social bookmarking sites) which businesses can use to target current and potential clients through content marketing
  9. 9. WHAT CONTENT DO I USE?  Content must be topical  Make a list of topics that may affect your clients based on what you know about them and what’s going on around them.  Conduct some research to find out exactly what they want from you or use that research to share what you know about clients or marketplace  Subscribe to RSS feeds, blogs, use Google alerts, Twitter, Facebook & LinkedIn, industry publications
  10. 10. MY TOP 2 FAVOURITES  RSS feeds  Twitter
  12. 12. GOOD RSS FEEDS TO FOLLOW Australian Bureau of Statistics News sites Industry sites and/or publications Blogs International news sites, ie you can drill down to separate sections of news site, ie sport, finance, business, technology
  13. 13. TWITTER  Still only a small portion of the population using it but wealth of information  Good people to follow: journalists that write topics about your industry, industry groups, bloggers talking about your industry, publications like Wall Street Journal, Forbes, Harvard Business Review, Mashable  Good information in 140 characters or less
  14. 14. HOW TO USE THE INFORMATION  Share content via the social media platforms – ie re-tweet or make a comment about the post and share to your followers  Comment back to the person who posted the tweet by directly referencing them via their twitter handle ie, @jo_anneryan great article about using content I have set up Twitter so if someone makes a comment to me I am emailed.  Use the content for your newsletter or blog
  15. 15. #HASHTAGS  Follow and take part in the conversation
  16. 16. AGGREGATE CONTENT  Grab the content and do a short introduction  Don’t plagiarise  Talk about why it’s relevant to your audience  Share on your website – keep your posts to max 300 words  Share via your newsletter that links back to your website  If your website is built on Wordpress you can get a plug in to automatically share on Facebook & Twitter  Don’t forget your call to action
  17. 17. THINGS TO REMEMBER  In a digital world engagement is the key – be proactive and reactive  Relevance is everything – keep an eye on the news cycle  Measure your success – it’s easy with analytics  One bit of content goes a long way
  18. 18. IF IN DOUBT  Work with a communications expert to develop a strategic plan (aka my call to action)  You have to get involved and stick to it because if you don’t your competitors will.
  19. 19. THANK YOU.  Joanne Ryan – Infodec Communications Communications strategies that get measurable results!