Holly Hoffman, cofounder of Neovia Solutions, discusses the importance of content creation in social media marketing, as well as tips for maintaining consistency, having fun, and generating leads and sales. This presentation was given at the Social Network Bootcamp with SCORE Corpus Christi at Del Mar SBDC on October 25, 2011.

1. Social Content Marketing
Social Media Bootcamp
October 25, 2011

2. Content Marketing

3. Content Marketing
Encompasses all marketing formats that involve the
creation or sharing of content for the purpose of
engaging current and potential consumer bases

4. Content Marketing
Encompasses all marketing formats that involve the
creation or sharing of content for the purpose of
engaging current and potential consumer bases
Examples: Custom magazines, print or online
newsletters, digital content (!), websites or
microsites, white papers or ebooks, webinars,
podcasts, video series, roundtables, email, events.

5. Ready to Have Your
Mind Blown??

6. Ready to Have Your
Mind Blown??
This IS content marketing.

7. What Content
Marketing Is Not

8. What Content
Marketing Is Not
Advertisements. Those are interruptions.

9. What Content
Marketing Is Not
Advertisements. Those are interruptions.
Sales pitches. That’s not what your customer is
looking for.

10. What Content
Marketing Is Not
Advertisements. Those are interruptions.
Sales pitches. That’s not what your customer is
looking for.
All about you. It’s all about your customer.

11. Why Content
Marketing?

12. Why Content
Marketing?
Educating the customer results in the brand’s
recognition as a thought leader and industry
expert

13. Why Content
Marketing?
Educating the customer results in the brand’s
recognition as a thought leader and industry
expert
Other business goals: Lead generation,
increasing direct sales, introducing specific
brand language and improving customer
retention

14. Content Marketing
Meet Social Media

15. Content Marketing
Meet Social Media
The new customers are creatures of the social
web. It’s the first place they go to find answers,
get recommendations, and share their
experiences and knowledge.

16. Branded Content =
Earned Media

17. Content Marketing for
B2B

18. Content Marketing for
B2B

19. Content Marketing for
B2B

20. How to Create Content
That Gets Shared

21. Train Your Users to
Open Your Content

22. Train Your Users to
Open Your Content
High-quality content will train your readers to keep
opening your stuff. Every piece of content you put
out should aim to solve a problem that your
customers care about.

23. Train Your Users to
Open Your Content
High-quality content will train your readers to keep
opening your stuff. Every piece of content you put
out should aim to solve a problem that your
customers care about.
Doing this consistently will result in users looking
forward to your content - opening the email,
watching the video, taking the action you want them
to take.

29. Have a Little
Personality

30. Have a Little
Personality
If your content could be called dry, self-righteous,
authoritarian, or navel-gazing, you’ve got it wrong.

31. Have a Little
Personality
If your content could be called dry, self-righteous,
authoritarian, or navel-gazing, you’ve got it wrong.
Yes, you’re a thought leader, but your customers
want to relate to you, not be told how to behave.

32. Have a Little
Personality
If your content could be called dry, self-righteous,
authoritarian, or navel-gazing, you’ve got it wrong.
Yes, you’re a thought leader, but your customers
want to relate to you, not be told how to behave.
Don’t hold your knowledge over your users/
customers heads - be the cool friend who
understands how things work and wants to help.

34. Treat It Like a First
Date

35. Treat It Like a First
Date
Don’t go in for a kiss when your customer just wants
a handshake.

36. Treat It Like a First
Date
Don’t go in for a kiss when your customer just wants
a handshake.
“Know, Like and Trust” is the mantra of the social
media world. Content will give you the time to build
trust and a relationship.

37. Treat It Like a First
Date
Don’t go in for a kiss when your customer just wants
a handshake.
“Know, Like and Trust” is the mantra of the social
media world. Content will give you the time to build
trust and a relationship.
Build desire for your product, not a sales pitch. Do
include a strong call-to-action.

42. Leverage Your Social
Media Platforms

43. Leverage Your Social
Media Platforms

44. Leverage Your Social
Media Platforms
Use what you’ve
already got to find
out what topics or
types of content your
customers would be
interested in.

45. Distribution

46. Distribution
Again, use those social media platforms you’ve got.
This presentation, for example, will be posted to
SlideShare.

47. Distribution
Again, use those social media platforms you’ve got.
This presentation, for example, will be posted to
SlideShare.
We might also shoot video (YouTube), take photos
(Flickr), live-tweet (Twitter) and pass around an email
sign-up sheet. We will post PDFs of the documents.

48. Distribution
Again, use those social media platforms you’ve got.
This presentation, for example, will be posted to
SlideShare.
We might also shoot video (YouTube), take photos
(Flickr), live-tweet (Twitter) and pass around an email
sign-up sheet. We will post PDFs of the documents.
Then, we will distribute all of this content on our
website, blog, Facebook and Twitter accounts.

49. Looks Like This

50. Looks Like This

51. Looks Like This

52. Looks Like This

53. Looks Like This

54. Looks Like This

55. 5 Questions To Ask of
Your Content

56. 5 Questions To Ask of
Your Content
1.Is the content unique?

57. 5 Questions To Ask of
Your Content
1.Is the content unique?
2.Is the content useful?

58. 5 Questions To Ask of
Your Content
1.Is the content unique?
2.Is the content useful?
3.Is the content well executed?

59. 5 Questions To Ask of
Your Content
1.Is the content unique?
2.Is the content useful?
3.Is the content well executed?
4.Is the content fun?

60. 5 Questions To Ask of
Your Content
1.Is the content unique?
2.Is the content useful?
3.Is the content well executed?
4.Is the content fun?
5.Does the content make good use of the channel
in which it appears (e.g., social, mobile, video)?

61. No Excuses

62. No Excuses
Here are 39 ways you can implement content
marketing

63. No Excuses
Here are 39 ways you can implement content
marketing
http://tinyurl.com/neosum11

64. How Much Harder
Could Your Content
Be Working For You?

65. Questions?
facebook.com/neovia
twitter.com/neoviasolutions
holly@neoviasolutions.com
www.neoviasolutions.com