This document provides guidance on creating digital content in the age of social media and e-commerce. It recommends focusing 70% of content on customer interests/needs, 20% on sharing other people's content, and 10% on promotional content. It also suggests using a variety of content types like reports, eBooks, blog posts, and social media updates. Content should be published regularly according to a calendar and drive traffic to ecommerce sites. Paid promotion can extend the lifecycle of quality branded content.
5. Guiding Principles of Creating Digital Content in the Age of Social Media and E Commerce
Guiding Principles of Creating Digital Content in
the Age of Social Media and eCommerce
22. CASE STUDY
“Conversations and Communities” team of 40 and
they have several blogs, including a direct to
consumer blog and several special interest blogs
and engage in almost every major social media
channel
Some other highlights
• Over 65 corporate Twitter accounts
• More than 400,000 followers
They do promote on Twitter e.g.
“15% off any Dell Outlet Inspiron 15 – 1545 laptop.
Enter code at checkout: S2?70S6LK1VWVS – only at
http://bit.ly/SM28A
– exp 8/315:05 AM Aug 28th from CoTweet”
Have sold over $3 million in sales via Twitter
23. CASE STUDY
“Marketing People Love”
http://www.hubspot.com/
WHAT : WebsiteGrader.com tool
Marketed exclusively through social
media
450,000 leads
2-4% of qualified leads convert to
customers
HOW : Hired an intern to post its software
tutorial videos on YouTube. “We
didn’t promote them at all, and we
started to get over 10,000 views a
month of those videos up on
YouTube”
OUTCOME: “A combination of social
media, SEO, and blogging is by
far the highest ROI of any
marketing out there.”
$84 cost per lead versus $220 for
traditional marketing
24. •
•
•
•
•
•
•
•
•
Average cost per lead with a content/social
media marketing blend is 60% lower than
traditional outbound marketing.
25. 1 2 3 4
Content Focus Content Type Posting Frequency Content Calendar
26. 20% of content should be
"OPC" — other people's
content. That mandates a
willingness to allow user-
generated content on social
channels you manage, such
as a Facebook page. This
gives your customers a
sense of ownership in the
conversation and serves to
foster trust.
70% of content should focus on your 10% of content should be
customers' interests and needs. This can be promotional. If you are
accomplished through how-to tips, answers willing to focus 90% of your
to frequently asked questions, and links to content on others, then,
helpful resources. Ask yourself, "Would I hopefully, no one will
find this content helpful?" If the answer is complain when 1/10th of it
yes, then it's probable others will too. calls attention to your
products and services.
30. • Special reports
• eBooks
• Guest blog posts
• Blog posts
• Web pages
• Social media posts
• Landing pages
• eBooks going into detail • Brochures
(People rarely want to do • Case studies
it themselves, but it • Special reports or
answers their questions white papers
about what you’ll do for • Product
them) comparisons
• Webinars with special highlighting features
offers to attendees and benefits
• Blog posts that link to • FAQs
purchase device
31. Don’t publish junk. Better to be quiet than to queer the signal-to-noise ratio.
32. Brands taking the
social networks into
their sites rather than
just pushing content to
them.
"Orbital Content" -
taking all of the places
you are appearing on
the web and putting
them in one bucket –
driving to ecommerce.
Search engines increasingly favor Social Signals and Blended Results (multimedia). Keyword
optimize your content towards commerce across all channels.
33. Paid Promotion – the best branded content should be used to extend content lifecycle.