A guide for developing objectives, strategies, tactics and an effective approach to creating, promoting and managing winning digital content. Presented at an EiE Nigeria content marketing masterclass during 2017 Social Media Week Lagos.

1. Winning with content
#SMW2017 MASTERCLASS
PRESENTED BY
FEMI FALODUN

2. Key points
● Content creation and management for impact
and engagement
● How does content translate into impact?
● Audience vs Content - Which is king?

3. WHAT IS CONTENT MARKETING?
A marketing program that centers on creating,
publishing, and distributing useful content
for a target audience -- usually online --
with the ultimate goal of attracting new
customers.

4. SOME CATEGORIES CONTENT THAT WORK
● Videos
● Podcasts
● Publications:
e-books, case
studies, etc
● Infographics
● Cartoons
● Articles
● Quizzes & Polls
● Newsletters
● Artworks & Others:
memes, GIFs,

5. DEVELOPING A CONTENT STRATEGY
Purpose and goals: Why you are creating content and what value will it provide
to your business?
Audience: For whom you are creating content and what’s in it for them?
Story: What specific, unique, and valuable ideas will you build your content
assets (materials and channels) around?
How will you HUMANIZE the brand?
Process: How you will structure and manage your operations to activate your
plans and ensure continuity?
Measurement: How you will gauge performance and continually optimize your
efforts?

6. STRATEGY STATEMENT
???
Example: “Create an entertaining, informative online reference guide that converts
Nigerians into passionate fans and supporters of the country’s military."

7. THE CONTENT PROCESS

8. CONTENT CREATION
Message
Theme
Topics
Strategy
Why you should appreciate
the Nigerian Army
1. John Adamu, special forces hero who
saved a 100 civilians in Sambisa
(mini-docu)
2. 10 reasons why women find soldiers
irresistible (article)
3. 5 of the funniest things about life
in the NDA (social 1 min video)
Nigerian Army deserves
honour, love and respect of
all citizens
Use emotive, fun storytelling based on exciting life
of the Nigerian soldier, to recruit audiences across
digital and social channels.
Create an entertaining, informative online reference
guide that converts Nigerians into passionate fans and
supporters of the country’s military.
Tactic

9. CONTENT PLAN
Message Theme Topic Content Channel
We want
civilians to
love and show
support for the
army
Why you should
appreciate the
Nigerian Army
1.) John Adamu,
special forces
hero who saved a
100 civilians in
Sambisa forest
2.) 10 reasons
why women find
soldiers
irresistible
3.) 5 of the
funniest things
about life in a
military school
1.)
Mini-documentary
3.) Article
3.) 1 min Social
video
Listicle with
GIFs and Memes.
Youtube
Blog, Bella
Naija, theNETng
Facebook, IG,
Twitter
Zikoko

10. CONTENT CALENDAR

11. CONTENT OPTIMIZATION
SEM (Search Engine Marketing)
Titles
Tagging
Location (geo-tagging)
Hashtags & keywords
Description (video, image, etc)
Relevance and timeliness

12. CONVERSATION & LISTENING
● Customer service
● Influencer management
● Keyword & Hashtag Tracking
“Monitoring sees trees; listening sees the forest.”
30% of Tweets mentioning your company don’t include your
Twitter handle.
Only 9% of Tweets are actually directed at your brand.

13. MEASUREMENT & LEARNING
Reach:
- Unique
visits
- Geography
- Mobile
Engagement:
- Bounce
rate
- Time
spent
- Clicks
- Views
Sentiment:
- Comments
- Sharing
- Likes

14. QUICK TIPS
Keep a Brainstorming Google Doc and Evernote
Track Topics with Trends and Pull Ideas Into Evernote
Map Content Ideas Against Google Analytics
Keep An Ongoing Content Ideas Board

15. QUICK TIPS
Share Performance Metrics in Weekly or Monthly Meetings
Use Feedly To Stay Up To Date With Your Industry
Plan With a 6 month Editorial Calendar
Have Weekly Meeting to Ensure Alignment
Use Trello To Keep Track of Ideas

16. Thank you for your endurance