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Content Strategy
UGBA 198
Haas School of Business
UC Berkeley
Content Strategy
• What is your brand’s narrative?
• Heart of social media marketing
• Alignment, alignment, alignment
– C...
Content Strategy—Development
Corporate
Branding
Business
Objectives
Marketing
Objectives
5C’s
CONTENT
STRATEGY
• Customers...
Content Strategy—Management
• Sustainable over time
• Unique content for each platform
• Alignment with corporate and mark...
Content Calendar
• Ensure that all channels are
updated routinely
• Enable multiple members and
editors to work together
•...
Content Calendar—Example
Source: HootSuite
Case Study: UC Berkeley
Case Study: UC Berkeley P1
• Brand
– Prestigious, #1 Public University, Top Faculty
– Diverse, quirky, lots of studying (o...
Case Study: UC Berkeley P2
• Marketing Objectives
– Acquire new followers
– Retrain and engage existing followers
– Tell t...
Case Study: UC Berkeley P3
• What is their content strategy?
– Showcase campus diversity
– Showcase Berkeley quirkiness
– ...
Takeaways
• Content strategy is the heart of social media marketing
• Consistency, sustainability, and alignment are impor...
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Content Strategy is the Heart of Social Media

Why is content strategy important to social media marketing? How to develop and manage a content strategy?

Content Strategy is the Heart of Social Media

  1. 1. Content Strategy UGBA 198 Haas School of Business UC Berkeley
  2. 2. Content Strategy • What is your brand’s narrative? • Heart of social media marketing • Alignment, alignment, alignment – Corporate Branding – Business Objectives – Marketing Objectives – Situation Analysis
  3. 3. Content Strategy—Development Corporate Branding Business Objectives Marketing Objectives 5C’s CONTENT STRATEGY • Customers • Competitors • Collaborators • Company • Context
  4. 4. Content Strategy—Management • Sustainable over time • Unique content for each platform • Alignment with corporate and marketing strategy • Integrated Marketing Communication (IMC) – Consistent tone and branding across all platforms • Timeliness is key—hint: #trending
  5. 5. Content Calendar • Ensure that all channels are updated routinely • Enable multiple members and editors to work together • Avoid scheduling conflict and content overlap • Address marketing and business objectives
  6. 6. Content Calendar—Example Source: HootSuite
  7. 7. Case Study: UC Berkeley
  8. 8. Case Study: UC Berkeley P1 • Brand – Prestigious, #1 Public University, Top Faculty – Diverse, quirky, lots of studying (of course!) • Corporate Objectives – Tell the “Berkeley story” – Promote “Reaching further” – Increase reputation, admissions, selectivity – Increase interested students and applications
  9. 9. Case Study: UC Berkeley P2 • Marketing Objectives – Acquire new followers – Retrain and engage existing followers – Tell the “Berkeley Story” – Communication pipeline to students – Promote student UGC • 5C’s – Customers: Current, Prospective, Alumni, Parents – Collaborators: Admissions, Student Orgs, External, Administration – Competitors: Harvard, Stanford, UCLA, UCI – Company: Social Media Strategist and Consultants, Public Affairs – Context: More students are on social media now than in the past
  10. 10. Case Study: UC Berkeley P3 • What is their content strategy? – Showcase campus diversity – Showcase Berkeley quirkiness – Showcase pride and ranking – Communication from administration Quirky RankingAdministrative
  11. 11. Takeaways • Content strategy is the heart of social media marketing • Consistency, sustainability, and alignment are important • Marketing frameworks can also be applied to social media marketing: – 5C’s of Marketing Strategy – AIDA: Attention, Interest, Demand, Action – SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats • Food for thought on case study… – Harvard / Stanford content strategy vs. UC Berkeley?

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