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How to integrate content strategy and social media
The document discusses the integration of content strategy and social media for effective digital marketing, highlighting the importance of audience intelligence and strategic alignment. It emphasizes that content serves as the foundation for social media engagement, urging brands to focus on a customer-centric approach and to understand user needs. The document also includes insights into best practices, examples, and tools for developing a unified content and social media strategy.
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How to integrate content strategy and social media
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- 2. How to IntegrateContent Strategy & Social Media All Rights Reserved © ethology, Inc. ethology #Contentandsocial 2 e
- 3. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 3 Thank You for Joining Us! Benjie Pressman @bpressman Director of Social Media, Ethology Anna Hrach @annabananahrach Content Strategy Manager, Ethology
- 4. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 4 Hello and Welcome! Jay Baer @jaybaer President, Convince & Convert Best-Selling Author, Youtility
- 5. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 5 About Our Sponsors The American Marketing Association is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide. Our principle role is to serve as a forum to connect like-minded individuals and foster knowledge sharing, provide resources, tools and training and support marketing practice and thought leadership around the globe. www.ama.org Ethology is a digital marketing agency that’s changing the face of integrated digital marketing. Our agency scientifically grows your business by understanding your audience. We then craft authentic human experiences for your customers to better engage with your brand. Our scientific approach uses metrics, analytics and strategy. The human experiences we create require empathy, emotion and grace. Ethology’s core service strengths lie within five distinct tactical categories including: Digital Strategic Planning; Customer Experience: Content Strategy and UX Design; Content Marketing; Search: Organic, Paid and Local; and Advanced Analytics. www.ethology.com Convince & Convert is a strategic consulting firm that works with leading companies in North America to improve their social media and content marketing. The company also produces the award-winning Convince & Convert blog (named #1 content marketing blog in the world) and the popular Social Pros podcast. www.convinceandconvert.com
- 6. Audit & AutographedBook Giveaway Stay tuned until the end of the webcast, because today’s audience members will be entered into a drawing to win: All Rights Reserved © ethology, Inc. ethology One free content & social media audit #Contentandsocial 6 or One of three autographed copies of Youtility
- 7. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 7 Content and Social Media can transform your business. But which one comes first?
- 8. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 8 Why Content Strategy & Social Media?
- 9. “Content is nowking! Create it now, and create lots of it on every channel!” All Rights Reserved © ethology, Inc. ethology #Contentandsocial 9
- 10. “We need more‘likes,’ shares and followers. Oh, and more conversions too!” All Rights Reserved © ethology, Inc. ethology #Contentandsocial 10
- 11. “Remember Oreo’s ‘dunkin the dark’ tweet? What’s our ‘Oreo moment’?” All Rights Reserved © ethology, Inc. ethology #Contentandsocial 11
- 12. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 12
- 13. Stop Focusing onthe Output. Start with Strategy. Focus on the Process. Break the Silos. All Rights Reserved © ethology, Inc. #Contentandsocial 13
- 14. Social Media isthe #1 Content Channel for Brands All Rights Reserved © ethology, Inc. ethology #Contentandsocial 14
- 15. No One Seemsto Know if it’s Really Working All Rights Reserved © ethology, Inc. ethology #Contentandsocial 15
- 16. Yet, Content MarketingSpending Increases… All Rights Reserved © ethology, Inc. ethology #Contentandsocial 16
- 17. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 17 …While Strategy is Lacking.
- 18. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 18 Reality: Social Needs Content Strategy Prolific Medium Moves Fast Fades Fast
- 19. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 19 Reality: Social Needs Content Strategy Without brand-level alignment and guidelines, social can go very wrong, very fast.
- 20. Meaningful Connections AllRights Reserved © ethology, Inc. ethology #Contentandsocial 20 Reality: Content Strategy Needs Social Validate Strategy Tie Back to Objectives Produce Desired Outcomes
- 21. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 21 Reality: Content Strategy Needs Social Platforms constantly innovating and multiplying Consumer behavior changing rapidly
- 22. The Solution: IntegrateContent Strategy & Social All Rights Reserved © ethology, Inc. ethology #Contentandsocial 22 Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? 1 2 3 Social Strategy The “How” • How is content to be distributed? • How are channels different? • How will customers react? Execution Reporting The “Where” • Where did we succeed? • Where did efforts fall short? • Where can opportunities be found? Editorial Execution The “What” • What are we going to create? • What is the posting schedule? • What gets promoted? Content Strategy The “Why” • Why are we creating content in the first place? • Why will users care?
- 23. Integration Result: Customer-CentricContent All Rights Reserved © ethology, Inc. ethology Addressing customers’ needs and pain points will pay off in content quality, site performance, social engagement & conversions. Sounds a little like “Youtility” huh? #Contentandsocial 23
- 24. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 24 Audience Informed Programs Rule
- 25. How to Integrate:The Process & Deliverables All Rights Reserved © ethology, Inc. ethology #Contentandsocial 25 Audience Intelligence The “Who” 1 2 3 Social Strategy The “How” Execution Reporting The “Where” Editorial Execution Content Strategy The “Why” The “What”
- 26. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 26 How to Integrate: Audience Intelligence Audience Intelligence The “Who” Social Listening Social Analytics Usability Tests Journey Mapping Workshops Interviews Analytics/Data Topical Demand 1 2 3 Social Strategy The “How” Execution Reporting The “Where” Editorial Execution Content Strategy The “Why” The “What”
- 27. Multiple Sources forGaining Audience Intelligence All Rights Reserved © ethology, Inc. ethology #Contentandsocial 27 Search Intelligence Audience Research Social Intelligence Audience Intelligence
- 28. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 28 How to Integrate: Content Strategy Audience Intelligence The “Who” Social Listening Social Analytics Usability Tests Journey Mapping Workshops Interviews Analytics/Data Topical Demand 1 2 3 Social Strategy The “How” Execution Reporting The “Where” Editorial Execution Content Strategy The “Why” The “What” Core Messaging Strategy Brand Strategy Business Goals User Needs Voice/Tone Guide Content Inventory Content Audit Editorial Calendar
- 29. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 29 Content Strategy: Benefits for Social þ Develop overarching brand content strategy þ Create one, unified voice, tone, style þ Ensure on-brand content for every channel þ Create repeatable content creation processes þ Maximize impact for all marketing channels þ Nurture a user’s brand experience from start to finish
- 30. Content Strategy: BalanceBusiness & User Goals All Rights Reserved © ethology, Inc. ethology #Contentandsocial 30 BRAND USERS Supports Business Objectives Fulfills Audience Needs
- 31. All Rights Reserved© ethology, Inc. ethology Too brand-focused = Sounds like a brochure Doesn’t meet user needs #Contentandsocial 31 http://www.flickr.com/photos/34639903@N03/3439647651/
- 32. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 32 Too user-focused = No benefit for brand Still doesn’t answer questions http://www.flickr.com/photos/icathing/7353057/
- 33. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 33 How to Integrate: Social Strategy Audience Intelligence The “Who” Social Listening Social Analytics Usability Tests Journey Mapping Workshops Interviews Analytics/Data Topical Demand 1 2 3 Social Strategy The “How” Channel Analysis Audience Insights Messaging Alignment Distribution Strategy Paid Media Prospect Mining Social Calendar Execution Reporting The “Where” Editorial Execution Content Strategy The “Why” The “What” Core Messaging Strategy Brand Strategy Business Goals User Needs Voice/Tone Guide Content Inventory Content Audit Editorial Calendar
- 34. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 34 Content is Fire. Social Media is Gasoline. Social media was never intended to be the world’s shortest press release
- 35. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 35 Social Distribution Strategy How do messages resonate differently on each platform? Who are we talking to? Content Strategy Where & when to distribute the content
- 36. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 36 How to Integrate: Editorial Execution Audience Intelligence The “Who” Social Listening Social Analytics Usability Tests Journey Mapping Workshops Interviews Analytics/Data Topical Demand 1 2 3 Social Strategy The “How” Channel Analysis Audience Insights Messaging Alignment Distribution Strategy Paid Media Prospect Mining Social Calendar Execution Reporting The “Where” Editorial Execution The “What” Create Publish Syndicate Repurpose Share Promote Content Strategy The “Why” Core Messaging Strategy Brand Strategy Business Goals User Needs Voice/Tone Guide Content Inventory Content Audit Editorial Calendar
- 37. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 37 Social Execution Strategy Content Strategy Social Distribution Strategy Social Execution Strategy Content Type RTM Content 3rd Party Content
- 38. Content Strategy asSocial Content Checklist All Rights Reserved © ethology, Inc. ethology #Contentandsocial 38 1 • Is this what my audience needs/ expects from my brand? 2 • How does this align with our brand goals? 3 • Does this fit within our defined voice and tone? 4 • Are there potential negative outcomes to posting this content?
- 39. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 39 Content Strategy as Real-Time Filter 1 • What is this trend about? 2 • Is the current discussion around this trend open to brands? 3 • Does my brand have any connection to this trend? 4 • Does joining this trend help drive any of my defined business objectives? 5 • Can my brand say something unique in relation to this trend?
- 40. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 40 How to Integrate: Execution Reporting Audience Intelligence The “Who” Social Listening Social Analytics Usability Tests Journey Mapping Workshops Interviews Analytics/Data Topical Demand 1 2 3 Social Strategy The “How” Channel Analysis Audience Insights Messaging Alignment Distribution Strategy Paid Media Prospect Mining Social Calendar Execution Reporting The “Where” Analytics Conversions Shares Likes Favorites New Leads Exposure Web Traffic Editorial Execution The “What” Create Publish Syndicate Repurpose Share Promote Content Strategy The “Why” Core Messaging Strategy Brand Strategy Business Goals User Needs Voice/Tone Guide Content Inventory Content Audit Editorial Calendar
- 41. Measuring and OptimizingContent Marketing All Rights Reserved © ethology, Inc. ethology #Contentandsocial 41 Content Marketing Barometer • Immediate feedback • Audience confirmation • Successful topics Content Marketing Optimizations • Topic expansion • Audience refinement • Voice modulation
- 42. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 42 Farmers Insurance Case Study for Integration Success e
- 43. Farmers Insurance: ContentStrategy & Social Media Content Strategy Farmers Groups Centralized Systems All Rights Reserved © ethology, Inc. ethology Content Goals + User Objectives + Brand Guidelines Website Campaigns Social Media #Contentandsocial 43 Ongoing Strategy Farmers Internal Teams & Groups Execution + Reporting + Editorial Strategy Channels Calendars Strategy Docs Editorial Meetings
- 44. Effective Experiences: Contentthat Performs All Rights Reserved © ethology, Inc. ethology #Contentandsocial 44 Farmers Users Supports Fulfills Business Audience Objectives Needs
- 45. Effective Experiences: Contentthat Performs All Rights Reserved © ethology, Inc. ethology #Contentandsocial 45 Farmers Users Supports Fulfills Business Audience Objectives Needs Audience Intelligence
- 46. Effective Experiences: Contentthat Performs All Rights Reserved © ethology, Inc. ethology #Contentandsocial 46 Farmers Users Supports Fulfills Business Audience Objectives Needs Audience Intelligence Content Strategy
- 47. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 47 Connecting Content Strategy & Social Social Strategy Editorial Execution Reporting þ Clicks to site þ Engagement þ Shares þ Reach
- 48. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 48 e Q&A Time
- 49. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 49 Audit & Autographed Book Giveaway Audience members will be randomly chosen to receive: One free content & social media audit or One of three autographed copies of Youtility
- 50. All Rights Reserved© ethology, Inc. ethology #Contentandsocial 50 Thank You! Ethology 1.800.284.1694 marketing@ethology.com ethology.com e