The document outlines essential considerations for content creation and marketing, emphasizing the distinction between owned and shared content, and the importance of knowing your audience. It provides a framework for creating relevant content tailored to audience needs and motivations, highlighting strategies like the hub and spoke model and user-generated content. Additionally, it offers practical tips for engaging on various social media platforms and utilizing analytics to guide content decisions.

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?
• Quick dos & don’ts of shared content

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
• M
• 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
• Sponsors
• Speakers

22. User Generated Content
Sponsors & Speakers
• They can create content for you.
• Or you can repost their content.

23. Behind-the-Scenes
• What goes into your meeting?
• 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. Facebook
• Do ask questions
• Don’t use the share
button
• Do use an image
instead of a link
• Don’t lose
opportunities to chat
with your fans

26. Twitter
• Do follow
hashtags (not just
your own)
• Do say thank you
• Do use images
• Do post a link a
few times

27. Instagram
• Do follow
hashtags (not just
your own)
• Do find
opportunities to
meet in person
• Do repost but post
your own as well

28. Tools to Know
• Evernote
• Dropbox
• Canva
• WordSwag
• Feedly

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