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Content: How to Fuel Social Media Marketing with Content

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How to Create Compelling Content to Build 
Your Brand’s Community & Drive Business

Published in: Business, Technology

Content: How to Fuel Social Media Marketing with Content

  1. 1. nick westergaard | branddrivendigital.com ContentHow Effective Content Fuels Social Media Marketing and Drives Business
  2. 2. #UIMKTG @nickwestergaard
  3. 3. unpacking the “serving men” ‣ WHY are we doing this? ‣ WHAT are we doing? ‣ WHEN does this happen? ‣ WHERE does this happen? ‣ WHO does this involve? ‣ HOW do we get it done?
  4. 4. conversations 
 & Content what is social media?
  5. 5. jay baer Content is fire. Social media is the gasoline.”“
  6. 6. how content fuels social media ‣ What Is Content? ‣ The Business of Content Marketing ‣ How to Create Content ‣ Examples of Effective Content Marketing ‣ Measuring Content and More
  7. 7. What Is Content? 1
  8. 8. content noun 1. usually ‘contents’: the contents of a box 2. something that is to be expressed through some medium, as speech, writing, or any of various arts: a poetic form adequate to a poetic content. 3. significance or profundity; meaning: a clever play that lacks content. 4. substantive information or creative material viewed in contrast to its actual or potential manner of presentation: publishers, record companies, and other content providers; a flashy Web site, but without much content. 5. that which may be perceived in something: the latent versus the manifest content of a dream.
  9. 9. joe pulizzi Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving a profitable customer action.” “
  10. 10. ‣ Blogs ‣ Videos ‣ White papers ‣ eBooks ‣ Case studies ‣ Print magazines ‣ Webinars ‣ Presentations (“Slide Docs”) ‣ Newsletters — email & print ‣ Miscellaneous content (annual reports, FAQs) ‣ Infographics ‣ Memes when we say content we mean …
  11. 11. 80%of marketers use content marketing — across B2c, b2b, and non-profit sectors Source: Content Marketing Institute
  12. 12. 74%of those same marketers across sectors are producing more content Year on year Source: Content Marketing Institute
  13. 13. So what?What’s so great about content?!?
  14. 14. The Business of 
 Content Marketing 2
  15. 15. eric schmidt Every two days we create as much information as we did from the dawn of civilization up until 2003.” “
  16. 16. TWICEas much content as they were 
 just a few years ago average consumer now seeks out Source: Google Zero Moment of Truth (zeromomentoftruth.com)
  17. 17. Source: zeromomentoftruth.com
  18. 18. zero moment in detail
  19. 19. good content can help with … ‣ Branding ‣ Community building ‣ Public relations ‣ Market research ‣ Customer service ‣ Leads and sales
  20. 20. so what makes good content?
  21. 21. good content is grounded in strategy
  22. 22. good content solves problems
  23. 23. good content has the power to humanize your brand
  24. 24. good content means brands are now publishers
  25. 25. good content is both business centric 
 + customer Aware
  26. 26. 80%of marketers use content marketing — across B2c, b2b, and non-profit sectors Source: Content Marketing Institute again,
  27. 27. 74%of those same marketers across sectors are producing more content Year on year Source: Content Marketing Institute and …
  28. 28. 50%of those same marketers across sectors lack a documented content strategy but … over Source: Content Marketing Institute
  29. 29. How to Create Content 3
  30. 30. good content is both business centric 
 + customer Aware
  31. 31. strategy like everything, 
 effective content marketing starts with
  32. 32. why are you doing this? ‣ Branding ‣ Community building ‣ Public relations ‣ Market research ‣ Customer service ‣ Leads and sales
  33. 33. why are you using content? (B2B) Source: Content Marketing Institute
  34. 34. why are you using content? (b2c) Source: Content Marketing Institute
  35. 35. why are you using content? (Non-profit) Source: Content Marketing Institute
  36. 36. audience with a business strategy defined, 
 now we can focus on the
  37. 37. audience considerations ‣ Target — Who are they? ‣ Format — What can you produce to help them? ‣ Channel — Where is your audience? ‣ Purpose — What are you trying to get them to do? ‣ Point — What action do you want them to take?
  38. 38. define your audience, Target with personas Source: http://www.branddrivendigital.com/using-personas-to-define-who-i-blog-for/
  39. 39. focus on what they need help with
  40. 40. What do they need help with? Ask them Source: Pivot/Brian Solis
  41. 41. where are they? distribute there Source: Content Marketing Institute
  42. 42. 72%of marketers are paying to promote content — across B2c, b2b, and non-profit sectors Source: Content Marketing Institute
  43. 43. what do you want them to do? Make it easy
  44. 44. consistency is key
 A schedule builds expectations for both the audience & the business
  45. 45. challenges now that your content is business centric 
 & customer aware, it’s time to overcome top
  46. 46. a scan of the top challenges Source: Content Marketing Institute
  47. 47. creating consistent, 
 Engaging content 
 on a budget summary of challenges:
  48. 48. CONTENT HACKS 
THAT BELONG IN EVERY MARKETERS’ TOOLBOX 4
  49. 49. 1 relentlessly repurpose
  50. 50. 2 utilize historical content
  51. 51. 3 curate content
  52. 52. 4 user-generated content
  53. 53. user generated tip: Make it easy, provide props
  54. 54. Examples of Effective 
 Content Marketing 4
  55. 55. what are you using most? (b2b) Source: Content Marketing Institute
  56. 56. what are you using most? (b2c) Source: Content Marketing Institute
  57. 57. what are you using most? (Non-profit) Source: Content Marketing Institute
  58. 58. 45%of marketers say blogging is the #1 most important piece of their content strategy Source: Social Media Examiner
  59. 59. blogging
  60. 60. blogging
  61. 61. blogging
  62. 62. marcus sheridan I used to see my company as a ‘pool company.’ Today I see my business as a content marketing company. My entire goal is to give more valuable, helpful, and remarkable content to consumers than anyone else in my field.” “
  63. 63. 21%of americans listen to podcasts. 
 The same number of Americans listen to podcasts and use Twitter. Source: Edison Research
  64. 64. podcasting
  65. 65. 1.8xmore likely to purchase than non-viewers shoppers who view video are Source: Adobe
  66. 66. smaller servings of video
  67. 67. white papersare the most influential on purchase decision and the most shared among b2b consumers Source: Demand Gen
  68. 68. ebooks & white papers = lead gen
  69. 69. the difference between …? By Jeremiah Owyang and Charlene Li with Christine Tran and Andrew Jones Based on data from 140 global corporate buyers of social business ! ! ! How Corporations Should Prioritize Social Business Budgets Corporations must budget spending based on their maturity level.! February 10, 2011
  70. 70. 75%of marketers are using content to drive email subscriptions — across B2c, b2b, and non-profit sectors Source: Content Marketing Institute
  71. 71. email newsletters
  72. 72. 28%higher open rate for marketers using both email marketing and social media Source: Vertical Response
  73. 73. don’t forget
 webinars, FAQs, annual reports, and other miscellaneous content
  74. 74. annual reports
  75. 75. smaller, visual content
  76. 76. curated social content
  77. 77. Measuring Content 
 and More 4
  78. 78. content measurement ‣ Blogs — subscribers, site traffic (Google Analytics), inbound links, comments, shares ‣ Podcasts — subscribers, reviews ‣ Photos/Videos — views, likes, thumbs up, favorites ‣ eBooks/White Papers — downloads, shares (bit.ly) ‣ Webinars — sign-ups, attendees
  79. 79. jason falls Without content you don’t exist.”“
  80. 80. TIME AMOUNT OF CONTENT Content Production Content Consumption Source: businessesgrow.com the future: Content Shock
  81. 81. more isn’t always better. sometimes more is just more.
  82. 82. key take-aways ‣ “Content is fire, social media is gasoline” – Jay Baer ‣ Good content is business centric and customer aware ‣ Content requires both a business strategy and audience strategy ‣ “Content Shock” — More content isn’t always better
  83. 83. more content resources
  84. 84. next up: Working the plan
  85. 85. #UIMKTG @nickwestergaard
  86. 86. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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