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SOCIAL MEDIA MARKETING:
How to come up with content ideas
Victoria Rusnac
CMO at CAROL bike
Instructor at ACTA School
FREE WEBINAR
YOUR WEBINAR HOST
Victoria: CMO and Marketing Instructor
Corporations
Start-ups
New courses to be released in October 2022
Join our community
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
INTRO INTO SOCIAL MEDIA
Website
Social Media
PR
Partnerships
User-generated content (UGC)
Brand in the digital world
CASE
STUDY INTRO INTO SOCIAL MEDIA
Organic social media & trust
Context
Low sales due to low conversion of leads
Consumer verbatims
“The start-up isn’t going to survive”
“The company might go bust”
Consumer insight
The brand’s social media having just 3,000 followers made the prospects think
that the company is not doing well financially.
Action
Professionalise the social media and scale up the followers
Results
Increased sales
INTRO INTO SOCIAL MEDIA
What is
there for me?
Party
INTRO INTO SOCIAL MEDIA
Social media is about
getting atention.
INTRO INTO SOCIAL MEDIA
Social media helps you sell
without selling.
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
CONCEPT IDEATION
Social media process overview
Brainstorming
Design
Planning
Copywriting
Posting
Community Management
Analysis
CONCEPT IDEATION
Concept ideation
Concept generation
Conceptualizing
Idea generation
Idea sourcing
Brainstorming
The rules of brainstorming
1. Focus on quantity
2. Quantity with time will transform into quality
3. Your concepts should be aligned with content pillars
4. Repurpose as much as you can to create consistency
5. Create engaging and platform-native content
CONCEPT IDEATION
CASE
STUDY CONCEPT IDEATION
Social media content bank
TEMPLATE CONCEPT IDEATION
Social media content bank
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
FRAMEWORK ‘10 CONTENT SOURCES’
10 sources of content ideas
1. Brand – consistently communicate your brand messages
2. Repurposing – repurpose the content from blog posts, whitepaper and emails
3. Team – use your internal team and everything that happens in the company
4. UGC (user-generated content) – content shared by your community
5. Partners – content created by influencers, content creators and partners
FRAMEWORK ‘10 CONTENT SOURCES’
10 sources of content ideas
6. Competitors – get inspired by the best-performing posts of your
competitors
7. Social listening – content inspired by your community
8. Curated content – third-party content that you can share
9. Industry – industry trends, events and big announcements
10. Awareness days – communicate any awareness days with hashtags
Deep dive into 4 sources
of content ideas
FRAMEWORK ‘10 CONTENT SOURCES’
1. Brand – consistently communicate your brand messages
2. Repurposing – repurpose the content from blog posts, whitepaper and emails
3. Team – use your internal team and everything that happens in the company
4. UGC (user-generated content) – content shared by your community
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
BRAND AND TONE OF VOICE
3P Branding Framework
1. Purpose
Why the brand exists
2. Positioning
What differentiates the brand from other brands
3. Personality
If the brand were a person, how would they be
BRAND AND TONE OF VOICE
Tone of voice
The personality of the brand.
How you speak.
BRAND AND TONE OF VOICE
Living brand
To convey the brand consistency, companies have:
Brand guidelines
Content Style Guides
Content Strategy
BRAND AND TONE OF VOICE
Brand on Social Media
Build a consistent brand with a human touch
and flexibility.
1. BRAND
Source 1: Brand
Get access to all the assets that your team has created and is creating.
Reuse brand assets.
Consistently communicate brand positioning, key messages, product
feature and benefits in a social-first way.
Pro Tip:
Create your own messaging
document.
CASE
STUDY 1. BRAND
Branded posts
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
2. REPURPOSING
2. Repurposing
Repurpose the same content across several channels.
Reuse previously created content with a new spin.
2. REPURPOSING
How to repurpose: 3 questions
What is “WOW” in this content piece?
What would I share with a friend?
What fits the channel vernacular?
2. REPURPOSING
How to repurpose with examples
A white paper or research report sectioned off into shorter blog posts
and organic social media posts
Findings, quotes and statistics from a white paper used as social media
posts
Articles read aloud to create short podcasts and social media IGTV/Reels
YouTube videos or webinars cut into shorter edits for Instagram
An event presentation posted to LinkedIn as a SlideShare and cut in
carousel for social media
SOURCE HERE
CASE
STUDY 2. REPURPOSING
Post from blog article
SOURCE HERE
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
3. TEAM
Your aim: become the
newsroom of the company.
3. TEAM
What
Announcements, news and updates
Founder’s and brand’s story
Quotes
Data, research
Events
Marketing campaigns
Product launches
Behind the scenes
How to tutorials
Customer reviews and case studies
Internal team
Who
Founders
Advisors
C-level
Marketing
Product
Sales
Customer Care
CASE
STUDY 3. TEAM
Team sourcing
1. Founder brand
CASE
STUDY 3. TEAM
Team sourcing
2. Use of founder-
generated content
CASE
STUDY 3. TEAM
Team sourcing
3. Use of reviews
WEBINAR
SOCIAL MEDIA
MARKETING
Intro into social media
Concept ideation
Framework ’10 content sources’
Brand
Repurposing
Team
UCG
4. UGC
User-generated content
Why do we need UGC?
Humanise your brand
Build authentic connections
Show your tribe
UGC is a high-converting content for paid social media
4. UGC
What would make a human share?
Love for the brand
The brand makes me look good
In-product tactics:
Ask to share their experience as part of delivery
In-product leaderboards
In-product share functionality
Competitions and giveaways
Other people are sharing
Kick off with content creators
4. UGC
UGC collection: Hygienic factors
Ask for permission to use the asset in your marketing materials
Ask for high quality photos or videos
Credit the creator in the caption and tag
Organise all the UGC in a file containing:
Date
Creator
Permission
Asset
Caption
CASE
STUDY 4. UGC
Influencer UGC
UGC and content creators
CASE
STUDY 4. UGC
Pangaia
Paid social media
leveraging user-generated
content (UGC)
SOURCE HERE
12
200
656
commentaires
PANGAIA
Sponsored
Get comfy with our bestselling soft, warm
Recycled Cotton Hoodies & Track Pants in
Jade Green.
The color is created
with... Shop Now
12 200 656 commentaires
PANGAIA
Sponsored
Get comfy with our bestselling soft, warm
Recycled Cotton Hoodies & Track Pants in
Flamingo Pink.
The color is created
with...
Shop Now
Your action plan
FRAMEWORK ‘10 CONTENT SOURCES’
1. Generate ideas
Brand – consistently communicate your brand messages
Repurposing – repurpose the content from blog posts, whitepaper and emails
Team – use your internal team and everything that happens in the company
UGC (user-generated content) – content shared by your community
Capture ideas in your social media content dump
2. Capture ideas in your social media content dump
SOCIAL MEDIA MARKETING:
How to come up with content ideas
Victoria Rusnac
CMO at CAROL bike
Instructor at ACTA School
FREE WEBINAR
THANK YOU FOR JOINING!
NEXT STEPS:
We will share the presentation and
video recording with you

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SOCIAL MEDIA MARKETING: How to come up with content ideas

  • 1. SOCIAL MEDIA MARKETING: How to come up with content ideas Victoria Rusnac CMO at CAROL bike Instructor at ACTA School FREE WEBINAR
  • 2.
  • 3. YOUR WEBINAR HOST Victoria: CMO and Marketing Instructor Corporations Start-ups
  • 4.
  • 5. New courses to be released in October 2022
  • 7. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 8. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 9. INTRO INTO SOCIAL MEDIA Website Social Media PR Partnerships User-generated content (UGC) Brand in the digital world
  • 10. CASE STUDY INTRO INTO SOCIAL MEDIA Organic social media & trust Context Low sales due to low conversion of leads Consumer verbatims “The start-up isn’t going to survive” “The company might go bust” Consumer insight The brand’s social media having just 3,000 followers made the prospects think that the company is not doing well financially. Action Professionalise the social media and scale up the followers Results Increased sales
  • 11. INTRO INTO SOCIAL MEDIA What is there for me? Party
  • 12. INTRO INTO SOCIAL MEDIA Social media is about getting atention.
  • 13. INTRO INTO SOCIAL MEDIA Social media helps you sell without selling.
  • 14. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 15. CONCEPT IDEATION Social media process overview Brainstorming Design Planning Copywriting Posting Community Management Analysis
  • 16. CONCEPT IDEATION Concept ideation Concept generation Conceptualizing Idea generation Idea sourcing Brainstorming
  • 17. The rules of brainstorming 1. Focus on quantity 2. Quantity with time will transform into quality 3. Your concepts should be aligned with content pillars 4. Repurpose as much as you can to create consistency 5. Create engaging and platform-native content CONCEPT IDEATION
  • 19. TEMPLATE CONCEPT IDEATION Social media content bank
  • 20. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 21. FRAMEWORK ‘10 CONTENT SOURCES’ 10 sources of content ideas 1. Brand – consistently communicate your brand messages 2. Repurposing – repurpose the content from blog posts, whitepaper and emails 3. Team – use your internal team and everything that happens in the company 4. UGC (user-generated content) – content shared by your community 5. Partners – content created by influencers, content creators and partners
  • 22. FRAMEWORK ‘10 CONTENT SOURCES’ 10 sources of content ideas 6. Competitors – get inspired by the best-performing posts of your competitors 7. Social listening – content inspired by your community 8. Curated content – third-party content that you can share 9. Industry – industry trends, events and big announcements 10. Awareness days – communicate any awareness days with hashtags
  • 23. Deep dive into 4 sources of content ideas FRAMEWORK ‘10 CONTENT SOURCES’ 1. Brand – consistently communicate your brand messages 2. Repurposing – repurpose the content from blog posts, whitepaper and emails 3. Team – use your internal team and everything that happens in the company 4. UGC (user-generated content) – content shared by your community
  • 24. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 25. BRAND AND TONE OF VOICE 3P Branding Framework 1. Purpose Why the brand exists 2. Positioning What differentiates the brand from other brands 3. Personality If the brand were a person, how would they be
  • 26. BRAND AND TONE OF VOICE Tone of voice The personality of the brand. How you speak.
  • 27. BRAND AND TONE OF VOICE Living brand To convey the brand consistency, companies have: Brand guidelines Content Style Guides Content Strategy
  • 28. BRAND AND TONE OF VOICE Brand on Social Media Build a consistent brand with a human touch and flexibility.
  • 29. 1. BRAND Source 1: Brand Get access to all the assets that your team has created and is creating. Reuse brand assets. Consistently communicate brand positioning, key messages, product feature and benefits in a social-first way. Pro Tip: Create your own messaging document.
  • 31. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 32. 2. REPURPOSING 2. Repurposing Repurpose the same content across several channels. Reuse previously created content with a new spin.
  • 33. 2. REPURPOSING How to repurpose: 3 questions What is “WOW” in this content piece? What would I share with a friend? What fits the channel vernacular?
  • 34. 2. REPURPOSING How to repurpose with examples A white paper or research report sectioned off into shorter blog posts and organic social media posts Findings, quotes and statistics from a white paper used as social media posts Articles read aloud to create short podcasts and social media IGTV/Reels YouTube videos or webinars cut into shorter edits for Instagram An event presentation posted to LinkedIn as a SlideShare and cut in carousel for social media SOURCE HERE
  • 35. CASE STUDY 2. REPURPOSING Post from blog article SOURCE HERE
  • 36. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 37. 3. TEAM Your aim: become the newsroom of the company.
  • 38. 3. TEAM What Announcements, news and updates Founder’s and brand’s story Quotes Data, research Events Marketing campaigns Product launches Behind the scenes How to tutorials Customer reviews and case studies Internal team Who Founders Advisors C-level Marketing Product Sales Customer Care
  • 39. CASE STUDY 3. TEAM Team sourcing 1. Founder brand
  • 40. CASE STUDY 3. TEAM Team sourcing 2. Use of founder- generated content
  • 41. CASE STUDY 3. TEAM Team sourcing 3. Use of reviews
  • 42. WEBINAR SOCIAL MEDIA MARKETING Intro into social media Concept ideation Framework ’10 content sources’ Brand Repurposing Team UCG
  • 43. 4. UGC User-generated content Why do we need UGC? Humanise your brand Build authentic connections Show your tribe UGC is a high-converting content for paid social media
  • 44. 4. UGC What would make a human share? Love for the brand The brand makes me look good In-product tactics: Ask to share their experience as part of delivery In-product leaderboards In-product share functionality Competitions and giveaways Other people are sharing Kick off with content creators
  • 45. 4. UGC UGC collection: Hygienic factors Ask for permission to use the asset in your marketing materials Ask for high quality photos or videos Credit the creator in the caption and tag Organise all the UGC in a file containing: Date Creator Permission Asset Caption
  • 46. CASE STUDY 4. UGC Influencer UGC UGC and content creators
  • 47. CASE STUDY 4. UGC Pangaia Paid social media leveraging user-generated content (UGC) SOURCE HERE 12 200 656 commentaires PANGAIA Sponsored Get comfy with our bestselling soft, warm Recycled Cotton Hoodies & Track Pants in Jade Green. The color is created with... Shop Now 12 200 656 commentaires PANGAIA Sponsored Get comfy with our bestselling soft, warm Recycled Cotton Hoodies & Track Pants in Flamingo Pink. The color is created with... Shop Now
  • 48. Your action plan FRAMEWORK ‘10 CONTENT SOURCES’ 1. Generate ideas Brand – consistently communicate your brand messages Repurposing – repurpose the content from blog posts, whitepaper and emails Team – use your internal team and everything that happens in the company UGC (user-generated content) – content shared by your community Capture ideas in your social media content dump 2. Capture ideas in your social media content dump
  • 49. SOCIAL MEDIA MARKETING: How to come up with content ideas Victoria Rusnac CMO at CAROL bike Instructor at ACTA School FREE WEBINAR
  • 50. THANK YOU FOR JOINING! NEXT STEPS: We will share the presentation and video recording with you