This document summarizes a social media summit about dominating social media through content. It discusses how content powers search, sharing, and the customer lifecycle. It emphasizes that successful content is what the audience wants and provides tools to identify consumer interests like Google Analytics, UberSuggest, Google Keyword Planner, Topsy, and Quora. The document also discusses different types of content, finding a content hook, writing content, titling content, and repurposing content. The overall message is that generating the right type of content that audiences want is key to success on social media.
3. Content Powers Search
100 billion+ Google searches every month (Google)
85% of consumers are searching for local businesses online (ReachLocal)
89% of consumers are led to purchase by the search engines (Fleishmann Hillard)
4. Content Powers Sharing
1 million links are shared on Facebook every 20 minutes.
6 billion hours of video are watched every month
Twitter is a constant stream of links, links, links
5. Content Powers the Customer Life Cycle
Awareness
Blog posts
Branded videos
Infographics
Social updates
Consideration
Case studies
Research
Proof of ROI
Purchase
Data sheets
Free trials
Product info
Advocacy
Blog content
Events
Webinars
Training s
6. Content Powers Your Brand
Familiarity
Likability
Trust…
Content is an equalizer.
10. Using Tools To Pinpoint Consumer Interests
Google Analytics
11. Using Tools To Pinpoint Consumer Interests
UberSuggest
Works off your search terms, adding
new keyword ideas in all directions.
This can help you find related queries and
learn more about the intent behind them.
13. Using Tools To Pinpoint Consumer Interests
Google Keyword Planner
14. Using Tools To Pinpoint Consumer Interests
Topsy
Takes your keyword and analyzes
the social web in real-time, giving
you access to critical time-sensitive
insights as they occur.
Advanced Search shows results
according to social influence
15. Using Tools To Pinpoint Consumer Interests
Quora
Hear what customers want to
know IN THEIR OWN WORDS!
16. As you’re in here, your customers are out
there…
Blogs
Forums
Q&A sites
Twitter
Facebook
LinkedIn
Pinterest
Tumblr
17. As you’re in here, your customers are out
there…
Blogs
Forums
Q&A sites
Twitter
Facebook
LinkedIn
Pinterest
Tumblr
START STALKING
THEM!!!
18. Find existing content holes
What content is there?
What content isn’t there?
What format does the content take?
What else might a consumer be looking for?
26. Your Editorial Tracks…
Author, publishing dates
State content goal
Loose topic
Content hook
Type
Repurposing
27. Decide On Your Goal
Keyword/SEO value
Generating links
Starting a conversation
Expressing an opinion for thought
leadership
Causing a shitstorm
29. Successful content is content your audience
wants…
Build content lists based on target Needs and Goals.
30.
31. Types of Content...
Articles
Blog posts
Case studies
Content curating
Ebooks
Email
Events
Interactive games
Interactive tools
Microsites
Mobile apps
Podcasts
Presentations
Public relations
Q&A content
Surveys
Tools
Webinars
White papers
Video
33. Find Your Hook
News Hook
Pro: Pretty easy to aggregate
news with commentary. Good
way to establish yourself as an
expert.
Con: Time consuming. More
niche you are, the more
redundant the stories.
34. Find Your Hook
Contrary Hook
Pro: Establish a point of view,
authority.
Con: You better have a tough
skin. And be right.
35. Find Your Hook
Attack Hook
Pro: Lots of eyes. People like
Internet train wrecks.
Con: No one wants to do
business with a train wreck. [Use
sparingly, don’t attack people]
36. Find Your Hook
Resource Hook
Pro: Great for the buying cycle.
Often evergreen content.
Con: Time consuming. Can only
invest so many hours.
37. Find Your Hook
Humor Hook
Pro: Fun! People like to be
entertained.
Con: Hard to get buy-in for
humor. You might not be funny.
38. Find Your Hook
Ego Hook
Pro: People love hearing/reading
about themselves. Vanity bait for
sharing.
Con: No one likes a suck up…
41. Write The Content
Use simple language
Only write what matters
Use your voice
Don’t edit yourself
Include soundbites/ tweetables
Include social calls to action
44. Repurposing increases content’s legs &
lifespan
White papers a blog series
Case studies Slideshare presentations
Content quotes pins on Pinterest
Related blog posts e-book
Online video Flickr photos
An average site article a great guest
post
Mobile app independent research
Podcast transcription blog post
Ric wrote a book. I haven’t. But I’ve written blog articles. So sometimes I come out on top of Ric for searches
How do you get there?
Unlock this from your tech team. Give it to your marketing team. PR? This is for you.
Gambling statistics story
Social activity – story launch? New coverage? Track conversations
Showing interests, search terms
Articles Floral
Activities Arrangements for men, home, silk flowers, classes, images, funeral, shower
Health science and Technology
Health science activities for HS
Recruitment
Free to use but requires a Google AdWords account.
Why I like it: Bundles your terms, making it easy to identify themes.
Takes whatever keyword or phrase you give it and analyzes the social web in real-time. Basically, they’ve indexed every corner of the public social web, giving you access to critical time-sensitive insights as they occur.
Try their advanced search and see results according to social influence. This is a great tool for finding opportunities to create content around questions people are asking, or to address specific issues people want to know about. If it’s happening on the social web, Topsy can find it.
What topics are people talking about? What needs do they have?
Are they top of funnel (TOF), middle of funnel (MOF), or bottom of funnel (BOF)? Can you start to identify segments to bucket users into?
What keeps coming up?
Is what’s there adequate? Would it answer your question?
How could it be improved or added to?
Did it “work” last time?
What buying stages are being addressed?
What answers do you still need?
What holes exist?
What keyword opportunities could you dominate?
Why would a consumer leave that page? Where would they be going?
Is what’s there adequate? Would it answer your question?
How could it be improved or added to?
Did it “work” last time?
What buying stages are being addressed?
What answers do you still need?
What holes exist?
What keyword opportunities could you dominate?
Why would a consumer leave that page? Where would they be going?
A hypothetical representation of a segment of your audience. Create a small number that encompass your key audience.
Present optimized messages that will resonate with your personal with the goal of maximizing conversion
Create personae by need state = Need Goal Target content
All posts are not created equal and your motive behind the post will differ depending on what you’re trying to accomplish. When it comes to post goals, here are a few that typically stand out.
Whatever the goal is, keep it in the back of your head while writing. Ideally, you should know approximately how you’re going to start the post and how it will eventually sum up. You don’t have to know the actual words or lines you’re going to use, just a sense of where it’s going based on the goal you’ve selected.
All posts are not created equal and your motive behind the post will differ depending on what you’re trying to accomplish. When it comes to post goals, here are a few that typically stand out.
Whatever the goal is, keep it in the back of your head while writing. Ideally, you should know approximately how you’re going to start the post and how it will eventually sum up. You don’t have to know the actual words or lines you’re going to use, just a sense of where it’s going based on the goal you’ve selected.
Create a list of things you can write about
Don’t be boring
Create a list of things you can write about
Contrarian
Attack
Resourceful
Humor
You know why, what and how it’s going to go down. Now you gotta write the thing.
You know why, what and how it’s going to go down. Now you gotta write the thing.