Dominating Social Through Content
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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.
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Dominating Social Through Content
- 1. Social Media Summit Dominating Social Through Content September 20, 2013
- 2. Why Does Social = Content?
- 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.
- 8. But content ONLY works when it’s the RIGHT content…
- 9. Successful content is content your audience wants…
- 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.
- 12. Using Tools To Pinpoint Consumer Interests
- 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?
- 19. Survey them
- 22. Use personae to attach empathy to visitors
- 23. Writing The Content (Stop crying. It will be okay.)
- 24. Don’t Create Content, Create a Content Plan
- 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
- 28. “I don’t know what to write about”
- 29. Successful content is content your audience wants… Build content lists based on target Needs and Goals.
- 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
- 32. Find Your Hook News Hook Contrary Hook Attack Hook Resource Hook Humor Hook Ego Hook
- 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…
- 39. Miley-Gate
- 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
- 43. Dominating Titles Be Descriptive (or) Tell a Story Keep It Short Use Trigger Words Ask a Question
- 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
- 45. Thanks! [Now ask me anything!]
Editor's Notes
- Google (Fleishmann Hillard 2012 Digital Index.
- 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.