The document outlines Betsy's agenda for discussing content creation and promotion. The topics covered include: owned vs shared content, defining the audience and their goals/challenges, identifying superfans, creating targeted small content, promoting through social networks like Facebook and Instagram, and using tools like Evernote, Dropbox and Canva. The overall message is on understanding the audience and creating engaging owned and shared content across multiple channels.

2. Today’s Agenda
• Who am I?
• Owned versus shared content
• Why you’re creating content?
• Who you’re creating content for?
• What content should you create?
• How to promote content?
• Social networks & tools

3. Betsy is…

5. Owned Content
• Content that is housed
on sites that you own.
• What you put on your
blog, website, etc.

6. Shared Media
• Content that you put
on a website you
don’t own.
• Anything that you put
on Facebook, Twitter,
Instagram, etc.

7. Owned Versus Shared
• Get your owned content
together before you work on
your shared.
– It’s where business happens.
– Search engines are just as
important as social.

8. How to Use Shared Content
• Hub & Spoke Model
• The *New* Publish
Everywhere Model

9. Why are you creating content?
• Why are you
marketing via social
media?
• What looks like
success to you?
• Measure your
progress against
these questions.

10. Who are you creating content
for?
• If you don’t know who
your audience is, you
won’t know what kind
of content will hit home
with them or what
kinds of advertising
you should invest in.
• You will be wasting a
lot of time & money.

11. Your Audience
• What age are they?
• Predominantly male or
female?
• What other interests do
they have?
• What motivates them?
• What are their goals?
• What are their
challenges?

12. Example Audience
• Buyer persona of a mom
• Age is 25-45
• Interests are around
children’s TV shows &
characters
• Motivation is finding
balance & being a better
mom
• Goal is to lose weight &
take time for themselves
• Challenges are time &
childcare

13. Identify Your Superfans
• They already
love you.
• They will share
share share.
• You can partner
with them.

14. Example Superfan
• Maria
• She’s in her late 20s
• Her favorite networks are
Twitter & Instagram
• Motivated by
photography & posts
about where she works

15. What content should you
create?
• Small content
–Should be as
specific as possible
–Creates more
content & is more
relatable

16. What content should you
create?
Your audience challenges:
• Time
• Childcare

17. What content should you
create?
Your audience goals:
• Lose weight
• Taking time for themselves

18. What content should you
create?
Your audience motivations:
• Finding balance
• Being a better mom

19. What content should you
create?
Superfan’s motivations (on favorite network):
• Photography
• Place of employment

20. User Generated Content
• How to find it:
– Hashtags (your own &
others)
– Twitter Lists
– Facebook pages
– Feedly
• Be sure to ask for
permission
• Attribute Attribute
Attribute

21. User Generated Content
• Superfans
• Local
Partners
• Influencers

22. User Generated Content
Local Partners & Influencers
• They can create content for you.
• Or you can repost their content.

23. Behind-the-Scenes
• What goes into your business?
• What fun things happen in your office?
• What decisions can your fans help with?

24. Look at Your Google Analytics
• What content has succeeded before? Can
you repurpose it?
• What are people searching for on your
site?

25. Promote Your Content
• If you build it, they
will not come.
• According to
Kissmetrics, 30
billion pieces of
content are added
to Facebook a
month.

26. Promote Your Content
• Build a tribe.
– Your tribe is in this
room.
• Share, like,
comment and
interact.
• Use email.

27. Facebook
• Look at your analytics.
– What times are your
fans on?
– Is your audience full of
people that actually do
business with you?
– What posts have
worked for you in the
past?

28. Facebook
• How should you post?
– Don’t hit that share
button.
– Ask a question.
– Have your post topics
connected to the time of
day.
– Post images, not links.
– Invest in video.

29. Facebook Advertising
• Doesn’t have to be
expensive.
• Should be used to
support your
successful content.
• Should be targeted to
one of your personas.

30. Instagram
• Hashtags are your
BFF.
–Create your own
hashtag.
–Put it on an image
from time to time.
–Interact with other
hashtags.

31. Instagram
• Interact with your fans.
–Go on photowalks.
–Invite local
photographers to
your business.
–Reshare their photos
with attribution.

32. Instagram
• Learn photography
–You don’t have to be
a great photographer
but you have to want
to get better.
–Create something
beautiful.
–Get into
uncomfortable
positions.

33. Twitter
• Listen
– Twitter Lists for
superfans & people that
create relevant content.
– Twitter Lists for those
that you want to write
about you.
– Follow relevant local
hashtags and those
relevant to your
industry.
– Search your name &
competitors’ names.

34. Twitter
• Jump on in
–Images increase
your engagement.
–Answer questions
from your lists &
searches.
–Don’t over-
promote.

35. Resources
• Evernote
• Dropbox
• Canva
• WordSwag
• Feedly

37. Thank you!
Betsy A. Decillis
Betsy A. Decillis
Consulting, LLC
betsy@badconsultingllc.co
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