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Visual Storytelling
Paid Media
Communicating for Social
Content Strategy
Paid Media
Crowdfunding
Welcome, context, Briana intro and goals
What is a brand?
What is content?
Introduction to editorial calendars
● Briana Kerensky
○ Digital Project Manager, See3 Communications
○ Digital Marketing Instructor, General Assembly DC
● Fav...
● Learn about brand voice and
positioning in digital content.
● Learn about the value of
planning content in advance,
and ...
“A brand is the set of expectations, memories, stories and relationships
that, taken together, account for a consumer’s de...
It’s not what you think it is.
It’s what your audience says it is.
“A tone that both embodies and expresses a brand’s personality
and set of values. It’s about the people that make up the b...
● Distinctive
● Recognizable
● Unique
Does your Audience:
● Use regional slang?
● Have their own jargon?
● Know how to use hashtags?
Think about how your audien...
Different Brands
Have Different Voices
Any marketing format that involves the creation and
sharing of media and publishing content in order to
acquire customers....
“It’s marketing that doesn’t suck. In fact, it’s
marketing that is helpful to its audience.”
- CoSchedule
The key to great, helpful content is
connecting with your audience.
Point-of-Sale Marketing Copy
What’s the difference? When would you use one over the other?
Functional Copy
What can a blog or
newsletter accomplish?
● Storytelling, storytelling,
storytelling
● Show the people who keep the
lights on
● Take people behind-the-scenes
● FAQ’...
No. You can also accomplish a lot of these
things with social media.
Don’t give yourself extra work if it’s not going to
p...
Remember Your Toolbox
An editorial calendar provides a “bird’s eye view” into your
content strategy. It helps you plan content in advance and
fi...
● What is coming up that you need
to promote?
○ Purim Carnival, preschool
registration, pet friendly
Shabbat service, etc....
● Regularly schedule content and
don’t leave “awkward silences”
on your content channels.
● Plan around “peak” times for
a...
● Does the same message need to
go on different channels?
● Do you have a particular
audience you want to share this
with?...
● Key messaging and timeline
● Goals
● Authors and deadlines
○ Make people feel responsible for finishing their work and
g...
● Content shared from other sources
○ Content worth sharing will typically fall into your lap.
○ Adding time to share cont...
Want to chat about content strategy?
Email me at bkerensky@see3.com
Thank you to SYNERGY and UJA-Federation of
New York fo...
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
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Content strategy webinar: Maturing your Social Media for Synagogues

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Briana Kerensky and Lisa Colton present.

Published in: Marketing
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Content strategy webinar: Maturing your Social Media for Synagogues

  1. 1. Visual Storytelling Paid Media Communicating for Social Content Strategy Paid Media Crowdfunding
  2. 2. Welcome, context, Briana intro and goals What is a brand? What is content? Introduction to editorial calendars
  3. 3. ● Briana Kerensky ○ Digital Project Manager, See3 Communications ○ Digital Marketing Instructor, General Assembly DC ● Favorite digital marketing topics: ○ Marketing for nonprofits ○ Storytelling ○ Editorial calendars ● Avid traveler, baker, hiker, 30 Rock & Parks and Rec re-watcher
  4. 4. ● Learn about brand voice and positioning in digital content. ● Learn about the value of planning content in advance, and how to best go about it via editorial calendars.
  5. 5. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” -- Seth Godin
  6. 6. It’s not what you think it is. It’s what your audience says it is.
  7. 7. “A tone that both embodies and expresses a brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world.” -- Harriet Cummings
  8. 8. ● Distinctive ● Recognizable ● Unique
  9. 9. Does your Audience: ● Use regional slang? ● Have their own jargon? ● Know how to use hashtags? Think about how your audience speaks and what makes them listen. Be the voice that makes them listen.
  10. 10. Different Brands Have Different Voices
  11. 11. Any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides, Q&As, photos, etc.
  12. 12. “It’s marketing that doesn’t suck. In fact, it’s marketing that is helpful to its audience.” - CoSchedule
  13. 13. The key to great, helpful content is connecting with your audience.
  14. 14. Point-of-Sale Marketing Copy What’s the difference? When would you use one over the other?
  15. 15. Functional Copy
  16. 16. What can a blog or newsletter accomplish?
  17. 17. ● Storytelling, storytelling, storytelling ● Show the people who keep the lights on ● Take people behind-the-scenes ● FAQ’s ● Crisis communications ● Announcements ● Your perspective on hot topics
  18. 18. No. You can also accomplish a lot of these things with social media. Don’t give yourself extra work if it’s not going to pay off. Determine the best tools for your audience. Does every synagogue need a blog?
  19. 19. Remember Your Toolbox
  20. 20. An editorial calendar provides a “bird’s eye view” into your content strategy. It helps you plan content in advance and figure out...
  21. 21. ● What is coming up that you need to promote? ○ Purim Carnival, preschool registration, pet friendly Shabbat service, etc. ● What’s in the news that you can take advantage of? The Oscars, elections in Israel, etc.
  22. 22. ● Regularly schedule content and don’t leave “awkward silences” on your content channels. ● Plan around “peak” times for audience engagement. ● Create deadlines for content creation. Planning in advance gives you more time to write/design content, get stakeholder approval, and BE CREATIVE.
  23. 23. ● Does the same message need to go on different channels? ● Do you have a particular audience you want to share this with? ● Is this content designed for a specific platform?
  24. 24. ● Key messaging and timeline ● Goals ● Authors and deadlines ○ Make people feel responsible for finishing their work and getting it online ● Social media posts ● Remember to RECYCLE ● Blog posts/new web content ● emails
  25. 25. ● Content shared from other sources ○ Content worth sharing will typically fall into your lap. ○ Adding time to share content in your calendar serves as a reminder and makes the Facebook robots happy. ● Internal/External events ○ When is your office closed? Will you need to schedule content in advance that day? ○ Are there any holidays or external events you can take advantage of?
  26. 26. Want to chat about content strategy? Email me at bkerensky@see3.com Thank you to SYNERGY and UJA-Federation of New York for their support of this webinar series. ● Crowdfunding: March 29, 1-2pm eastern Once registered, you will receive login information for all webinars. Recording, slides and other links will be coming to your inbox shortly!

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