The document discusses building an effective social media content flow and strategy. It recommends starting with strong brand identity by defining brand values, unique value proposition, and brand story. Next, identify buyer personas and create targeted content linking the brand story to specific personas. Promote this content through social media channels. Content should then be expanded through techniques like content refraction by slicing content into individual social posts with unique titles, images, and links back to full articles. The overall process involves understanding brand identity, targeting personas, creating relevant content, and promoting it effectively on social media.

1. Social Content Flow
Building Effective Tributaries from Strong Sources

2. Why Most Brand Social Media Is #Fail

3. State of Search 2014 @marktraphagen

4. State of Search 2014 @marktraphagen
So….what marketing trend
should we pursue next?

5. State of Search 2014 @marktraphagen
Billboards are hot!

6. State of Search 2014 @marktraphagen

7. State of Search 2014 @marktraphagen
Billboards!Billboards!Billboards!

8. State of Search 2014 @marktraphagen
You’ve sold me! But which
billboards should we be on?

9. Facebillboard has the most users…

10. Twitboard is good for posting links…

11. LinkedBoard if we’re B2B…

12. State of Search 2014 @marktraphagen
Great. Now. Who wants to
write up WHY we should be on
each of those billboards?

13. State of Search 2014 @marktraphagen

14. State of Search 2014 @marktraphagen

15. Your Social Media Cart Is In Front of
Your Horses!

16. Strong Source = Strong Tributaries

17. Brand Identity
Steps toward Social Media Flow

18. Brand Identity
Buyer Personas

19. Brand Identity
Buyer Personas
Content Targeting

20. Brand Identity
Buyer Personas
Content Targeting
Social Promotion

21. Brand Identity
Start With Your Brand Identity

22. 1. Brand Values
Define Why Your Brand Matters

23. 1. Brand Values
2. Brand UVP
Express that in a Unique (Brand)
Value Proposition

24. 1. Brand Values
2. Brand UVP
3. Brand Story
Write Out the Brand Story
You Want to Communicate

25. Be Able to State the
WHY of Your Brand

26. Brand Identity
Buyer Personas
Next: Define Buyer Personas

27. Many Buyer Types =
Many Content Targets

28. Learn How to Construct Personas:
stonet.co/PersonaBible

29. Brand Identity
Buyer Personas
Content Targeting
Build Targeted Content That Links
Your Brand Story to
Specific Buyer Types

30. Content Is Foundation of
All Your Marketing

31. Stone Temple Consulting
Content Marketing
Success By Design

32. 1. Identify Target Personas

33. 2. Establish Campaign Themes

34. 3. Collect Message Keywords

35. 4. Break KWs Into Topics

36. 5. Find Outreach Targets (Publishers)

37. 6. Identify Influencers

38. 7. Identify SMEs

39. NOW Get Social!

40. Brand Identity
Buyer Personas
Content Targeting
Social Promotion

42. Content Refraction
(One way to expand and hyper-target your
content in social media)

43. Look for the “mini-content” in
each anchor content piece

44. Make Mini-Content Slices into
Individual Social Content Posts

45. Unique Title
Unique Content
Link to Full Content
Unique Image

46. Let’s Review

47. Brand Identity

48. Brand Identity
Buyer Personas

49. Brand Identity
Buyer Personas
Content Targeting

50. Brand Identity
Buyer Personas
Content Targeting
Social Promotion

51. • Mark Traphagen
• www.stonetemple.com
• Sr. Dir. Online Marketing
Let’s connect!
+MarkTraphagen
@MarkTraphagen
THANKS!