Este documento explora la estrategia de contenido según Bill Gates, definiendo el contenido y su marketing, así como los componentes clave de una estrategia de contenido efectiva. Se enfatiza la importancia de entender a la audiencia, el propósito del contenido, y cómo las diferentes plataformas sociales pueden ser utilizadas estratégicamente para atraer y comprometer a los consumidores. Además, se presentan recomendaciones sobre cómo optimizar el contenido en plataformas como Facebook, Twitter, Instagram, LinkedIn y Google+.

1. HERE IS THE FAMOUS PIECE OF
WISDOM BY BILL GATES

2. Content Strategy: The Engagement
Gigantic Power
 What is Content
 What is Content Strategy
 What is NOT Content Strategy
 What is Content Marketing
 Components of Content Strategy
 Why Content Strategy
 Content Marketing Strategy
 Content Strategy for social Media

3. …So What is Content?
 Article
 News
 Video
 Game
 Infographic
 Website
 Micro Site
 Digital Magazine
 Blog & micro-blog
 App
 Forum
 Photo Albums
 Music Albums
 Comment
 eNewsletters
 Whitepapers
 eBooks
 Webinars
 Case Studies
 Virtual events
 Demos
 Digital Profiles

4. WHERE TO PUBLISH?

5. WHAT CONTENT STRATEGY IS
NOT
 Marketing
 Advertising
 Engagement
 Promotion
 Trending

6. WHAT IS CONTENT STRATEGY
 Content strategy refers to the planning, development, and management of
content—written or in other media. Content strategy also means the planning
for the creation, delivery, and governance of useful, usable content. The goal of
content strategy is to create meaningful, cohesive, engaging, and sustainable
content.

7. WHAT IS CONTENT MARKETING?
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 profitable customer
action.

9. COMPONENTS OF CONTENT
STRATEGY
 Substance—What kind of content do we need (topics, types, sources, etc.), and what messages does
content need to communicate to our audience?
 Structure—How is content prioritized, organized, formatted, and displayed? (Structure can include
communication planning, IA, metadata, data modeling, linking strategies, etc.)
 Workflow—What processes, tools, and human resources are required for content initiatives to
launch successfully and maintain ongoing quality?
 Governance—How are key decisions about content and content strategy made? How are changes
initiated and communicated?

11. WHY CONTENT STRATEGY?
Content drives
everything
What you post
is not as
important as
why you post
Customers do
not consume in
silence
You must tell
the story of your
business
You want to
make profit

12. CONTENT STRATEGY
CONTENT
MARKETING
STRATEGY
Set your
GoalsIdentify
your target
audience,
Preference,
triggers and
behavior
Decide on
content
tatics:
articles,
videos,
podcasts…
Engage
consumers in
order to have
them interact
with the
content
Create
exciting
Content
Engage
consumers
in order to
have them
interact
with the
content

13. CONTENT STRATEGY FOR
SOCIAL MEDIA
 Facebook
 Twitter
 Instagram
 Google+
 Youtube
 Linkedin

14. Facebook
 Facebook is a popular free social networking website that allows
registered users to create profiles, upload photos and video, send
messages and keep in touch with friends, family and colleagues.

16. #1. Identify your Target Audience
 What do they want?
 What do they need?
 What are their questions?
 What are their concerns
 Are they male or female?
 How old are they?
 Where do they live?
 Are they single or married?
 What do they like?
 What don’t they like?

17. #2. Change your Tone to match your
Audience
 The tone of your voice should change in different situations & for different audiences.
 For example, tone can depend on:
 Who you are talking to (audience)
 What you are talking about
 The context & timing of the conversation

18. #3. Facebook Contest
 Facebook is a great place to reach a targeted audience and set yourself apart
from the competition.
 Hosting a Facebook contest is one of the best ways to get the attention of
existing fans while recruiting new Likes for your page. And there is no shortage
of Facebook contest ideas.

19. FACEBOOK CONTEST IDEAS
 Like to win
 Comment to win
 Like and comment to win
 Caption Contest
 Fill in the Blank Contest
 Photo Contest
 Question and Answer Contest

20. #4.Be Strategic when you Post
 Hopefully you’ve asked the right questions about what you’re trying to communicate &
what people want. Before you go post stuff, figure out what your fans want/need, what
you're trying to say, and what makes you different.

21. CONTENT STRATEGY FOR
TWITTER
 Twitter is a free microblogging service that allows registered
members to broadcast short posts called tweets. Twitter members
can broadcast tweets and follow other users' tweets by using
multiple platforms and devices.

23. #1. Who are you tweeting to?
 Identify your target market.
 Find your target market on Twitter.
 Build Twitter list for different segment of your target audience
 Enter keywords that are associated with your target market. You can start
following some accounts, lists or hashtag chat.

24. #2.What are you tweeting?
 Your own (created) content – including blog posts, promotions, etc.
 Others’ (curated) content – including retweets, sharing articles, etc.
 Polls, Questions &Answers.
 Multimedia – including photos, videos, podcasts, etc.
 Discussion-starters.
 Promoted Products.

26. #3. When will you be tweeting?
 How much time and effort can you spend on Twitter?
 When is your audience online?
Best Practices
SocialBro: You can use this tool to analyzes the timelines of your followers and
generates a report that will show you when you should be tweeting to reach them.
Hootsuite Autoschedule: If you use Hootsuite, this feature will already know which
times of day your tweets get the most engagement during.

27. #4. Decide where Twitter fits into your content
strategy
 Your Twitter plan will hold its own unique identity within your content marketing
strategy. For example, some things your Twitter strategy might drive within a larger
plan are:
 Traffic
 Conversions
 Sales

28. #5: Get content ideas from Twitter
 Monitor industry Keywords and Harshtags.
 See what your networks are sharing.
 Look at questions your audience are asking.

29. INSTAGRAM
 Instagram has recently hit 400 million monthly users, with 80 million
photos being uploaded every day. According to our data, it’s the most
engaging social network right now – top profiles earn more than 110× the
engagement of Twitter’s most-engaging profiles.
 The platform offers amazing opportunity for brands to connect with their
fans and millions of potential customers, but succeeding on Instagram takes
more than simply publishing pretty images.

31. #1. Find your audience
 Think about your prospects’ lives on social
 Whom do they like to follow on Instagram
 What type of content do they enjoy?
 What time of day do they prefer to check their Instagram feed?

32. #2. What to Snap?
 What types of Instagram content are you able to produce?
 What is your Brand/product?
 What are your Niches?
 Post visual appealing Photos

33. #3. Build Relationships
 Ensure your account makes a good first impression.
 Have a plan in place for social customer care.
 Monitor your branded hashtags and popular hashtags in your industry.
 Be relevant, not spammy
 Do not sell on Instagram

34. #4. Grow your community
 Identify those customers of yours that are already on Instagram and follow them.
 Engage with your followers and other users as much as possible. Follow accounts, like
things, comment. Be human!
 Use only relevant Hashtags.
 Be sure to tag any people or brands in the photo, as well as the photo source if you
repost.
 Find the biggest influencers in your industry and see if you can partner with them.

35. LINKEDLN
 Linkedln is a social networking site designed specifically for the business
community. The goal of the site is to allow registered members to establish
and document networks of people they know and trust professionally.

36. Still on Linkedin
 Center Your Content Around Your Audience .
 Increase Visibility with Sponsored Updates and Advertising.
 Publish on the LinkedIn Publishing Platform.
 Post presentations with helpful hints or fun facts for your clients.

38. GOOGLE+
 Google+ isn’t only a social network. It’s the very backbone (and future) of
Google itself.
 Google+ is a social networking project, designed to replicate the way people
interact offline more closely than is the case in other social networking
services. The project’s slogan is “Real-life sharing rethought for the web.”

40. Still on Google+
 Link Google+ to your blog/website.
 Build strategic networks with circles.
 Use hashtags to make your posts search-friendly.
 Write long posts inside Google+.
 Use tags to reach out to people and brands directly.
 Use Ripples to add influencers to your Circles