Content Marketing for New Marketers: Mike Tekula/General Assembly

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Marketers should try to build active online communities around their content. This class will highlight a few strategies that can be used to find users who are consuming content, have users generate content on behalf of your brand, and mine chatter for new content ideas.

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Content Marketing for New Marketers: Mike Tekula/General Assembly

  1. 1. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES Mike Tekula (@MikeTek) Consultant, Distilled
  2. 2. GET THE FULL EXPERIENCE: LEARN WHAT YOU WANT, WHEN YOU WANT Unlimited access to all upcoming live streams On-demand streaming classes taught by top practitioners A growing video library, updated weekly Get access for only $25 USD/month. No risk—you can cancel at any time! START 14-DAY FREE TRIAL
  3. 3. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES QUICK RECAP: How our previous lessons apply to community building
  4. 4. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES VALUES AND VISION MATTER TO THE COMMUNITY ‣ Your Values are your promise to the community — they establish trust • Your job is to deliver on those Values consistently ‣ Your Vision, how you want to change the world, identifies your allies and your enemies • Think back to the Tesla Motors mission statement ‣ Without these, your brand stands for nothing • And therefore, nobody will stand with you
  5. 5. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES Be as transparent and authentic as possible
  6. 6. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES YOUR PEOPLE ARE YOUR SEEDS ‣ Give your people the stage, don’t communicate as a logo • Remember that Google is moving to reward author-attributed content ‣ The first community is the one already inside your business — expose it
  7. 7. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES FOLLOW THE INFLUENCERS ‣ Your community will overlap with influencer communities ‣ Study how influencers in your space have encouraged community development on their sites • Do they reward involvement? • Do they share the spotlight with top contributors?
  8. 8. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES COMMUNITY IS PORTABLE ‣ Study your audience’s haunts ‣ Your site won’t be the only place where your community exists
  9. 9. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES THE EARLY DAYS: THE FIRST STEPS TO BUILDING A COMMUNITY
  10. 10. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES 1. INVITE GUEST WRITERS ‣ Works with even a small initial audience ‣ Establishes a sense of investment in the guest writer ‣ Attracts their audience to your site ‣ Influencers who know them will begin to know you
  11. 11. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES 2. INTERVIEW INFLUENCERS ‣ Great way to “borrow” their audience for a moment ‣ Outside of the most popular / busy influencers, most are happy to answer a few questions ‣ Remember consistency bias — helping out makes us want to help out again ‣ Instant credibility for pitching up the chain
  12. 12. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES 3. HOLD CONTESTS ‣ People love free stuff ‣ Make it compelling and a challenge — tie it to your brand ‣ If you provide small business services, partner with some friends to offer a business package as the reward
  13. 13. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES 4. PUBLISH CASE STUDIES ‣ Customers can make your most supportive community members ‣ Present them in a favorable light, and they’ll be proud of the case study ‣ Helps sell your products / services with storytelling (not pure self-promotion)
  14. 14. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES 5. MAKE A “BEST OF” LIST POST ‣ Point readers to the best resources on a topic ‣ Let the content producers know you’ve done it ‣ Ego and reciprocity prevail
  15. 15. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES THE POWER OF USER GENERATED CONTENT
  16. 16. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES MAKE COMMUNITY CONTRIBUTION A GAME ‣ Point systems build rewards into community engagement ‣ Moz.com nailed this with their “thumb” system ‣ SocialMediaExaminer.com similarly created a “top contributors” board, based on points (awarded by other community members for comments / posts)
  17. 17. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES CUSTOMER REVIEWS ‣ A report published by Search Engine Land in 2012 found that 72% of online consumers trust reviews as much as personal recommendations ‣ Also increases the level of relevant content on the page (SEO)
  18. 18. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES A NOTE ON TIMING Use these forms of UGC in early days: ‣ Guest blog posts (by invite) ‣ Group interviews ‣ Surveys ‣ Embedded Twitter discussions The possibility for these opens up once you have a robust community: ‣ Forums (Webmaster World) ‣ Dedicated UGC blogs (see Moz.com’s YOUmoz) ‣ Regular guest writers / editors
  19. 19. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES WHEN UGC GOES WRONG ‣ Even blog comment threads can get out of hand ‣ Set some ground rules ‣ It is your job to police the comments
  20. 20. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES COMMUNITY MANAGEMENT TIPS
  21. 21. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES KEEPING IT CLEAN ‣ Establish clear rules about what kind of comments/discussions you will tolerate and what will get people’s comments removed or get them banned ‣ Encourage the users who: ‣ Add value to the conversation in a respectable way ‣ Challenge the arguments of the post or another commenter in a respectful way ‣ You are not legally responsible for blog comments / forum posts but you have the right (and the responsibility) to police them
  22. 22. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES CHOOSING COMMUNITY MANAGERS ‣ Natural affinity for socializing online ‣ Time! ‣ Advocate for users ‣ Ready to take it offline
  23. 23. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES REWARDING AMBASSADORS ‣ Once your brand has some recognition, watch for social mentions
  24. 24. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES LEVERAGING FEEDBACK FOR CONTENT
  25. 25. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES LISTENING IN SOCIAL ‣ Listen for social mentions of your brand or topic •A quick thanks for a positive brand mention • A quick apology with an offer to discuss further for negative mentions • If listening by topic, be extremely cautious about soundy “pitchy” when engaging • Timing is key! ‣ SocialMention.com ‣ Use TweetDeck for custom Twitter search columns
  26. 26. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES DRAWING INSIGHT FROM COMMENT THREADS ‣ Read. The. Comments. ‣ One comment can turn into an entire blog post ‣ Don’t limit this to your own blog
  27. 27. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES PREDELIVERING CONTENT IDEAS FOR FEEDBACK ‣ Have an idea for a big, research-driven piece of content? ‣ Reach out to influencers first (aim low/midtier) and pitch them on it ‣ Ask for their feedback on the idea • Interview them and incorporate if it makes sense ‣ The piece gets better, and... ‣ They will be likely to link to / promote the piece upon launch (sense of ownership)
  28. 28. CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES THANKS! QUESTIONS?

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