Content strategy webinar: Maturing your Social Media for Synagogues
Communicating for Social
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
● Favorite digital marketing topics:
○ Marketing for nonprofits
○ Editorial calendars
● Avid traveler, baker, hiker, 30 Rock & Parks and Rec re-watcher
● 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
“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
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 brand –
the things that drive them, their loves and hates, and what they
want to share with the world.”
-- Harriet Cummings
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,
“It’s marketing that doesn’t suck. In fact, it’s
marketing that is helpful to its audience.”
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?
● Storytelling, storytelling,
● Show the people who keep the
● Take people behind-the-scenes
● Crisis communications
● Your perspective on hot topics
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
Determine the best tools for your audience.
Does every synagogue need a
An editorial calendar provides a “bird’s eye view” into your
content strategy. It helps you plan content in advance and
● What is coming up that you need
○ 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.
● Regularly schedule content and
don’t leave “awkward silences”
on your content channels.
● Plan around “peak” times for
● Create deadlines for content
creation. Planning in advance
gives you more time to
write/design content, get
stakeholder approval, and BE
● Does the same message need to
go on different channels?
● Do you have a particular
audience you want to share this
● Is this content designed for a
● Key messaging and timeline
● 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
● 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
○ Are there any holidays or external events you can take advantage of?
Want to chat about content strategy?
Email me at firstname.lastname@example.org
Thank you to SYNERGY and UJA-Federation of
New York for their support of this webinar series.
● Crowdfunding: March 29, 1-2pm eastern
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