Understanding Content Marketing in Social Media and the process for creating content for your business.

1. www.thesocialprof.com
A marketing strategy to create and
distribute relevant and valuable content
to attract attention to a target audience

2. Why Content
Marketing
• Instead of selling products or services, content marketing captures the
attention of a target audience by providing your customer's information that
will help them address their problems and informational needs. Content
Marketing is the art of communicating with a customer without selling to
them.
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3. Creating a Content Marketing Plan:
1. Develop the customer ‘Persona’- Know your audience
and what content can help them
2. Develop topics with content pillars and sales funnel
consideration – Address topics for awareness to
consideration and purchase
3. Pick social channels and type of distribution strategy
4. Build out a library and calendar for monthly content
5. Measure and Adjust
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4. 1. Develop the Customer Persona
• Know the person you are selling to – more than their
demographic
• Behaviors, individual needs, buying cycle
• Customer Motivations, Goals and Frustrations
• Why should this person care about your company?
• What Unique Value Proposition do you offer this person?
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7. 2: Select Topics and Content Pillars
Example:
Content
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8. Content Idea Generator
Buyer Persona #1 Buyer Persona #2 Buyer Persona #3
With the problems they have what
information do they need?
What information can you provide them
to help solve their problems and
frustrations?
What types of content do they prefer -
videos, articles, short posts, weekly
puzzle, quiz, or shout out. This also
works for giveaways, sweepstakes and
other types of valuable social media
content.
What do they like to talk about on social
media? What content would they
engage with?
Is there a Story you can tell to relate to
this issue?
Special dates - Think about
anniversaries, memories or other date-
related topics that give your readers a
deeper look into your brand or business.
Current events/trends - Look around for
current events in your industry or
related to your brand that can provide a
helpful topic.
Conetn
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9. 2: Understand the Customers Buying
Process - The Sales Funnel
 Awareness: Content that helps the audience and at the
same time create recognition of your brand
 Interest: You offer something of value in exchange for
contact information
 Decision: Your content informs your audience about
your product/service and prepares them for a purchase
 Action: You offer a promotions your audience can’t
resist, and continue to marketing this to them
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10. 3: Social Media Channel Strategy
Social Media Channel
Personas
Targeted
Goal of Using
Platform
Paid, Owned or
Earned Strategy
Summary of Types
of Content
KPI's
Facebook
LinkedIn
Other Platforms?
Digital Advertising
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11. 4: Distribution – Decide on Paid, Owned or
Earned
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12. www.thesocialprof.com
https://mobilemonkey.com/

13. 4: Develop the Content Calendar
A monthly calendar planning what, when and where for your content
• Where will the customer view your content ?
• What device will the consumer be using?
• Why would people want this content through this channel?
• What do we hope the consumer will do with the content?
• What are the objectives of each channel?
• Put together a content calendar
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14. Content Calendar Example

15. Content
Calendar
Example

16. 5: Select how you will measure content
performance – KPI’s
• Followers
• Engagement
• Reach and Impressions
• Clicks
• Conversions
• ROI
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17. The Power Of Content
Whether you like the buzzword or not, content is
important. Content is what you give your followers in
return for their support and interest. It is a way to
provide information and entertain, while building a
sustainable brand your audience trusts.
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