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It’s All About
       The Content,
            Baby.

         Presented by
       Mickey Lonchar
     Chief Creative Officer
Quisenberry Marketing & Design
What you’ll learn
          today:
• Develop a Content Strategy that is meaningful to your
audience.
• Develop a Brand Vision and use it as a content
platform/content filter.
• The three types of content every organization should
have.
• Guidelines for creating a Content Calendar.
• Fundamentals of building and nurturing a community
of followers.
First, a word about the
  role of Social Media.
Social Media Marketing takes
    us back to the future.

                    •We listen to customers.
               •We interact with them one-on-one.
                • We rely on good word of mouth.
‘Earned’ attention vs. ‘Bought’
          attention.

                   Is this going to keep my
                     customer ‘opted-in’?
Social Media
“flips the marketing funnel.”
    The receiver is the medium is the
                 creator.
Social Media gives
you a ‘house of many
       doors.’
Social Media amplifies and adds depth
  to your other marketing efforts.



                    Don’t think of it as
                       ‘either/or.’
Social Media enhances your
                     SEO. via search engines.
  70% of users typically find you
       Search engines love fresh robust content.
Social Media helps you learn more
about the nuances of your customers.
Social Media shortens
 the purchase cycle.
Social Media gives you the
opportunity to customize your
      marketing efforts.
Social Media gives your
organization human characteristics.
Social Media helps you identify
and nurture your brand advocates.
Social Media helps users get more
     value from your product.
Social Media cuts customer churn.
Social Media
              Social
              Media
                          provides an
                       effective way to
                       work customers
                        up the ‘Loyalty
                            Ladder.’
Traditional
Marketing
What is Content?
What is Content?

        ‘Content’ is how you
           communicate
          with/touch your
             consumer.
What is Content?


        People don’t engage
         with brands, they
        engage with content.
What is Content?

         Anything that touches
          the consumer that
        represents your brand.

         Examples: packaging, web copy,
         collateral, Facebook posts, paid
        messaging (advertising), third party
                    reviews, etc.
What is Content?

       Content is the ‘currency’
           of Social Media.



              ‘He who has the best
                  content wins.’
                        - Joe Pulazzi
What is Content?
    Your ‘Content Strategy’ (or Content Platform) is the
  intentional creation, implementation and deployment of
stories you tell as a brand to build trust and develop deeper
        relationships with customers and prospects.
A Social Media program without
  a Content Strategy is like...

               Well, you get the idea.
Developing a Content Platform:
        where to start.
Start with a meaningful
       Brand Vision.
‘Who do I have to be to have you
    become my customer?’
Your Brand Vision = your ‘one
           thing.’
Meaningful Brand Vision =

             What’s the ONE
             THING we want
           customers to say that
            we do better than
               anyone else?
Meaningful Brand Vision =
        Unique - Are you the only one to provide this?
      Meaningful - Is it of true value to your customers?
     True - Is this who you really are and what you really do?




“Organizations typically have dozens of ways
to help a customer...beyond selling her stuff.”
Content Platform Exercise: Starbucks example.
Content Platform Exercise: Starbucks example.

                      What are 10 things Starbucks
                      can do for customers besides
                            sell them coffee?
Content Platform Exercise: Starbucks example.

                     What are 10 things Starbucks
                     can do for customers besides
                           sell them coffee?

                       1. Provide a standardized experience.
                       2. Introduce new varieties and products.
                       3. Create ‘smarter’ coffee consumers.
                       4. Offer a line of accessories, enhancing the
                       ‘coffee experience.’
                       5. Give customers a place to chill.
                       6. Making coffee buying convenient.
                       7. Provide customers a break in their day.
                       8. Raise the customer’s expectations.
                       9. Provide a ‘little reward’ for customers.
                       10. Serve product within 10 minutes of brewing.
Content Platform Exercise: Starbucks example.

                     What are 10 things Starbucks
                     can do for customers besides
                           sell them coffee?

                       1. Provide a standardized experience.
                       2. Introduce new varieties and products.
                       3. Create ‘smarter’ coffee consumers.
                       4. Offer a line of accessories, enhancing the
                       ‘coffee experience.’
                       5. Give customers a place to chill.
                       6. Making coffee buying convenient.
                       7. Provide customers a break in their day.
                       8. Raise the customer’s expectations.
                       9. Provide a ‘little reward’ for customers.
                       10. Serve product within 10 minutes of brewing.
Content Platform Exercise: Starbucks example.

                     What are 10 things Starbucks
                     can do for customers besides
                           sell them coffee?



                       3. Create ‘smarter’ coffee consumers.

                       5. Give customers a place to chill.
                       7. Provide customers a break in their day.
                       9. Provide a ‘little reward’ for customers.
Content Platform Exercise: Starbucks example.

                     What are 10 things Starbucks
                     can do for customers besides
                           sell them coffee?



                       3. Create ‘smarter’ coffee consumers.

                       5. Give customers a place to chill.
                       7. Provide customers a break in their day.
                       9. Provide a ‘little reward’ for customers.
Content Platform Exercise: Starbucks example.

                     What are 10 things Starbucks
                     can do for customers besides
                           sell them coffee?


                       5. Give customers a place to chill.
                       7. Provide customers a break in their day.
                       9. Provide a ‘little reward’ for customers.




                         Brand Vision: “Welcoming”
Content Platform Exercise:

On a sheet of paper, write out 10 ways you can help
       customers, besides selling them stuff.
Content Platform Exercise:

    On a sheet of paper, write out 10 ways you can help
           customers, besides selling them stuff.

Look over your list. Line out any of the functions that are not
 unique to you or that add negligable value to the customer.
Content Platform Exercise:

    On a sheet of paper, write out 10 ways you can help
           customers, besides selling them stuff.

Look over your list. Line out any of the functions that are not
 unique to you or that add negligable value to the customer.


Partner up with one other person NOT in your organization.
Three Kinds of Content Every
  Organization Should Have:
Three Kinds of Content Every
  Organization Should Have:

                    1. Content You
                         Create
                  • Website updates
                  • Videos
                  • Powerpoint Presentations
                  • Blogs
                  • Comments on other sites
                  • Social Media status updates
Three Kinds of Content Every
  Organization Should Have:

                        1. Content You
                            Create
               • Create once, use many times
               • Clone content across multiple platforms.
               • Become a ‘Content Chop Shop’
Three Kinds of Content Every
  Organization Should Have:

                         1. Content You
                             Create
               • Blogs: +55% more web traffic (Hubspot)
               • Improves Search Engine Ranking
               • Helps establish thought leadership
               • Demonstrates your value, tells your story
               • Creates content fodder
Three Kinds of Content Every
  Organization Should Have:

               2. Content that you curate
                  (Third Party content)

                    • Gleaned from ‘listening’
                    • RSS • Twitter • email •
                    StumbleUpon • Google Alerts
                    • ‘What would my customers find
                    useful?’
Three Kinds of Content Every
  Organization Should Have:
            3. Content You Re-purpose
                   or Re-imagine
               • Conduct a Content Audit
               • Newsletter articles
               • Case studies
               • Product information sheets
               • Speeches or panel participation
               • Archived blog posts
Content Creation Best Practices:
Content Creation Best Practices:
                   Get Contributions
                  From People Across
                    the Organization.
Content Creation Best Practices:

                    Develop a Content
                        Calendar.

                      (1-7-30-4-6-1)
Content Creation Best Practices:


                 Create a ‘content hub’
                    to aggregate all
                   available content.
Content Creation Best Practices:
    Participate in as many platforms
           as you can manage.
Content Creation Best Practices:
Create content that is both ‘sticky’ and ‘slippery.’
Content Creation Best Practices:

                 Solve, don’t
                     sell.
Content Creation Best Practices:



               Use tags and meta data
                 whenever possible.
Content Creation Best Practices:


                    Build inbound links.
Content Creation Best Practices:

               Run Potential Content
                    Through the
                ‘Brand Vision Filter.’

             (Relevant, Helpful, Reflects
                       Values)
How about a few good
  (local) examples?

 • Huppins on YouTube
 • Pearson Packaging Twitter
 • Blu Berry Yogurt Facebook
 • “How’s Business”
 newsletter
 • The Quisenblog
Effective Content Platform #1:
     Huppins YouTube channel
Effective Content Platform #2:
     Pearson Packaging Twitter
Effective Content Platform #3:
     Blu Berry Yogurt Facebook
Effective Content Platform #4:
     ‘How’s Business’ newsletter
Effective Content Platform #4:
         The Quisenblog
The inside dope on attracting
      followers and fans.
The inside dope on attracting
      followers and fans.


              The ‘unsexy’ stuff: icons
              on business cards, email
                   signature, etc.
The inside dope on attracting
      followers and fans.

                 Utilize Facebook
                Connect platform to
                  integrate online
                     presence.
The inside dope on attracting
      followers and fans.

                      Rather than just “Find us
                       on Facebook,” explain
                          why they should.
         “Get daily recipes and money-saving offers on our Facebook page.”
              “Get the latest industry news by following us on Twitter.”
                   “Find our series of how-to videos on YouTube.”
The inside dope on attracting
      followers and fans.


               Let visitors/fans choose
              how to follow. Give them
                        options.
The inside dope on attracting
      followers and fans.

                    “Buy” followers:
                          • Facebook ads
                • Giveaways: something in return for
                           clicking “like.”
               • “Crowdsourcing” contests (Postaer’s
                             book cover)
                   • Connect company to a cause.
The inside dope on attracting
      followers and fans.


                Understand what you
                 want to do with your
               followers (engagement).
                90% of Facebook fans
                 never go back to the
                     brand’s page.
Seattle Sounders example
        Scarves up!
Questions?
Resources of Note:


    Joe Pulazzi - @JuntaJoe (Twitter)
  Heidi Cohen - @HeidiCohen (Twitter)
Ann Handley - @MarketingProfs (Twitter)
   Hubspot Inbound Marketing Blog -
www.hubspot.com/inbound-marketing-blog/
Contact Information


    email: mickey@quisenberry.net
      blog: www.quisenblog.com
       twitter: @mickeylonchar


For an electronic copy of this presentation
                   deck,
  email me at mickey@quisenberry.net

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Content workshop deck

  • 1. It’s All About The Content, Baby. Presented by Mickey Lonchar Chief Creative Officer Quisenberry Marketing & Design
  • 2. What you’ll learn today: • Develop a Content Strategy that is meaningful to your audience. • Develop a Brand Vision and use it as a content platform/content filter. • The three types of content every organization should have. • Guidelines for creating a Content Calendar. • Fundamentals of building and nurturing a community of followers.
  • 3. First, a word about the role of Social Media.
  • 4. Social Media Marketing takes us back to the future. •We listen to customers. •We interact with them one-on-one. • We rely on good word of mouth.
  • 5. ‘Earned’ attention vs. ‘Bought’ attention. Is this going to keep my customer ‘opted-in’?
  • 6. Social Media “flips the marketing funnel.” The receiver is the medium is the creator.
  • 7. Social Media gives you a ‘house of many doors.’
  • 8. Social Media amplifies and adds depth to your other marketing efforts. Don’t think of it as ‘either/or.’
  • 9. Social Media enhances your SEO. via search engines. 70% of users typically find you Search engines love fresh robust content.
  • 10. Social Media helps you learn more about the nuances of your customers.
  • 11. Social Media shortens the purchase cycle.
  • 12. Social Media gives you the opportunity to customize your marketing efforts.
  • 13. Social Media gives your organization human characteristics.
  • 14. Social Media helps you identify and nurture your brand advocates.
  • 15. Social Media helps users get more value from your product.
  • 16. Social Media cuts customer churn.
  • 17. Social Media Social Media provides an effective way to work customers up the ‘Loyalty Ladder.’ Traditional Marketing
  • 19. What is Content? ‘Content’ is how you communicate with/touch your consumer.
  • 20. What is Content? People don’t engage with brands, they engage with content.
  • 21. What is Content? Anything that touches the consumer that represents your brand. Examples: packaging, web copy, collateral, Facebook posts, paid messaging (advertising), third party reviews, etc.
  • 22. What is Content? Content is the ‘currency’ of Social Media. ‘He who has the best content wins.’ - Joe Pulazzi
  • 23. What is Content? Your ‘Content Strategy’ (or Content Platform) is the intentional creation, implementation and deployment of stories you tell as a brand to build trust and develop deeper relationships with customers and prospects.
  • 24. A Social Media program without a Content Strategy is like... Well, you get the idea.
  • 25. Developing a Content Platform: where to start.
  • 26. Start with a meaningful Brand Vision. ‘Who do I have to be to have you become my customer?’
  • 27. Your Brand Vision = your ‘one thing.’
  • 28. Meaningful Brand Vision = What’s the ONE THING we want customers to say that we do better than anyone else?
  • 29. Meaningful Brand Vision = Unique - Are you the only one to provide this? Meaningful - Is it of true value to your customers? True - Is this who you really are and what you really do? “Organizations typically have dozens of ways to help a customer...beyond selling her stuff.”
  • 30. Content Platform Exercise: Starbucks example.
  • 31. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee?
  • 32. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 1. Provide a standardized experience. 2. Introduce new varieties and products. 3. Create ‘smarter’ coffee consumers. 4. Offer a line of accessories, enhancing the ‘coffee experience.’ 5. Give customers a place to chill. 6. Making coffee buying convenient. 7. Provide customers a break in their day. 8. Raise the customer’s expectations. 9. Provide a ‘little reward’ for customers. 10. Serve product within 10 minutes of brewing.
  • 33. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 1. Provide a standardized experience. 2. Introduce new varieties and products. 3. Create ‘smarter’ coffee consumers. 4. Offer a line of accessories, enhancing the ‘coffee experience.’ 5. Give customers a place to chill. 6. Making coffee buying convenient. 7. Provide customers a break in their day. 8. Raise the customer’s expectations. 9. Provide a ‘little reward’ for customers. 10. Serve product within 10 minutes of brewing.
  • 34. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 3. Create ‘smarter’ coffee consumers. 5. Give customers a place to chill. 7. Provide customers a break in their day. 9. Provide a ‘little reward’ for customers.
  • 35. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 3. Create ‘smarter’ coffee consumers. 5. Give customers a place to chill. 7. Provide customers a break in their day. 9. Provide a ‘little reward’ for customers.
  • 36. Content Platform Exercise: Starbucks example. What are 10 things Starbucks can do for customers besides sell them coffee? 5. Give customers a place to chill. 7. Provide customers a break in their day. 9. Provide a ‘little reward’ for customers. Brand Vision: “Welcoming”
  • 37. Content Platform Exercise: On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff.
  • 38. Content Platform Exercise: On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff. Look over your list. Line out any of the functions that are not unique to you or that add negligable value to the customer.
  • 39. Content Platform Exercise: On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff. Look over your list. Line out any of the functions that are not unique to you or that add negligable value to the customer. Partner up with one other person NOT in your organization.
  • 40. Three Kinds of Content Every Organization Should Have:
  • 41. Three Kinds of Content Every Organization Should Have: 1. Content You Create • Website updates • Videos • Powerpoint Presentations • Blogs • Comments on other sites • Social Media status updates
  • 42. Three Kinds of Content Every Organization Should Have: 1. Content You Create • Create once, use many times • Clone content across multiple platforms. • Become a ‘Content Chop Shop’
  • 43. Three Kinds of Content Every Organization Should Have: 1. Content You Create • Blogs: +55% more web traffic (Hubspot) • Improves Search Engine Ranking • Helps establish thought leadership • Demonstrates your value, tells your story • Creates content fodder
  • 44. Three Kinds of Content Every Organization Should Have: 2. Content that you curate (Third Party content) • Gleaned from ‘listening’ • RSS • Twitter • email • StumbleUpon • Google Alerts • ‘What would my customers find useful?’
  • 45. Three Kinds of Content Every Organization Should Have: 3. Content You Re-purpose or Re-imagine • Conduct a Content Audit • Newsletter articles • Case studies • Product information sheets • Speeches or panel participation • Archived blog posts
  • 46. Content Creation Best Practices:
  • 47. Content Creation Best Practices: Get Contributions From People Across the Organization.
  • 48. Content Creation Best Practices: Develop a Content Calendar. (1-7-30-4-6-1)
  • 49. Content Creation Best Practices: Create a ‘content hub’ to aggregate all available content.
  • 50. Content Creation Best Practices: Participate in as many platforms as you can manage.
  • 51. Content Creation Best Practices: Create content that is both ‘sticky’ and ‘slippery.’
  • 52. Content Creation Best Practices: Solve, don’t sell.
  • 53. Content Creation Best Practices: Use tags and meta data whenever possible.
  • 54. Content Creation Best Practices: Build inbound links.
  • 55. Content Creation Best Practices: Run Potential Content Through the ‘Brand Vision Filter.’ (Relevant, Helpful, Reflects Values)
  • 56. How about a few good (local) examples? • Huppins on YouTube • Pearson Packaging Twitter • Blu Berry Yogurt Facebook • “How’s Business” newsletter • The Quisenblog
  • 57. Effective Content Platform #1: Huppins YouTube channel
  • 58. Effective Content Platform #2: Pearson Packaging Twitter
  • 59. Effective Content Platform #3: Blu Berry Yogurt Facebook
  • 60. Effective Content Platform #4: ‘How’s Business’ newsletter
  • 61. Effective Content Platform #4: The Quisenblog
  • 62. The inside dope on attracting followers and fans.
  • 63. The inside dope on attracting followers and fans. The ‘unsexy’ stuff: icons on business cards, email signature, etc.
  • 64. The inside dope on attracting followers and fans. Utilize Facebook Connect platform to integrate online presence.
  • 65. The inside dope on attracting followers and fans. Rather than just “Find us on Facebook,” explain why they should. “Get daily recipes and money-saving offers on our Facebook page.” “Get the latest industry news by following us on Twitter.” “Find our series of how-to videos on YouTube.”
  • 66. The inside dope on attracting followers and fans. Let visitors/fans choose how to follow. Give them options.
  • 67. The inside dope on attracting followers and fans. “Buy” followers: • Facebook ads • Giveaways: something in return for clicking “like.” • “Crowdsourcing” contests (Postaer’s book cover) • Connect company to a cause.
  • 68. The inside dope on attracting followers and fans. Understand what you want to do with your followers (engagement). 90% of Facebook fans never go back to the brand’s page.
  • 71. Resources of Note: Joe Pulazzi - @JuntaJoe (Twitter) Heidi Cohen - @HeidiCohen (Twitter) Ann Handley - @MarketingProfs (Twitter) Hubspot Inbound Marketing Blog - www.hubspot.com/inbound-marketing-blog/
  • 72. Contact Information email: mickey@quisenberry.net blog: www.quisenblog.com twitter: @mickeylonchar For an electronic copy of this presentation deck, email me at mickey@quisenberry.net