Today’s Agenda• Who am I?• Owned versus shared content• Why you’re creating content?• Who you’re creating content for?• What content should you create?• How to promote content?• Social networks & tools

Betsy is…

Owned Content

• Content that is housed on sites that you own.

• What you put on your blog, website, etc.

Shared Media

• Content that you put on a website you don’t own.

• Anything that you put on Facebook, Twitter, Instagram, etc.

Owned Versus Shared• Get your owned content

together before you work on your shared. – It’s where business

happens.– Search engines are just as

important as social.

How to Use Shared Content

• Hub & Spoke Model

• The *New* Publish Everywhere Model

Why are you creating content?

• Why are you marketing via social media?• What looks like

success to you?• Measure your

progress against these questions.

Who are you creating content for?

• If you don’t know who your audience is, you won’t know what kind of content will hit home with them or what kinds of advertising you should invest in.

• You will be wasting a lot of time & money.

Your Audience• What age are they?• Predominantly male

or female?• What other interests

do they have?• What motivates

them?• What are their goals?• What are their

challenges?

Example Audience• Buyer persona of a mom• Age is 25-45• Interests are around

children’s TV shows & characters

• Motivation is finding balance & being a better mom

• Goal is to lose weight & take time for themselves

• Challenges are time & childcare

Identify Your Superfans• They already

love you. • They will share

share share.• You can

partner with them.

Example Superfan

• Maria• She’s in her late 20s• Her favorite networks

are Twitter & Instagram

• Motivated by photography & posts about where she works

What content should you create?

• Small content–Should be as specific as possible–Creates more content & is more relatable

What content should you create?

Your audience challenges:• Time

• Childcare

What content should you create?

Your audience goals:• Lose weight

• Taking time for themselves

What content should you create?

Your audience motivations:• Finding balance

• Being a better mom

What content should you create?

Superfan’s motivations (on favorite network):• Photography

• Place of employment

User Generated Content

• How to find it:– Hashtags (your own &

others)– Twitter Lists– Facebook pages– Feedly

• Be sure to ask for permission

• Attribute Attribute Attribute

User Generated Content

• Superfans

• Local Partners

• Influencers

User Generated Content

Local Partners & Influencers• They can create content for you.• Or you can repost their content.

Behind-the-Scenes

• What goes into your business?• What fun things happen in your office?• What decisions can your fans help with?

Look at Your Google Analytics

• What content has succeeded before? Can you repurpose it?

• What are people searching for on your site?

Promote Your Content• If you build it,

they will not come.

• According to Kissmetrics, 30 billion pieces of content are added to Facebook a month.

Promote Your Content• Build a tribe. – Your tribe is in

this room. • Share, like,

comment and interact.

• Use email.

Facebook• Look at your

analytics. –What times are your

fans on?– Is your audience full

of people that actually do business with you?

–What posts have worked for you in the past?

Facebook• How should you

post?– Don’t hit that share

button.– Ask a question. – Have your post topics

connected to the time of day.

– Post images, not links.– Invest in video.

Facebook Advertising• Doesn’t have to be

expensive.• Should be used to

support your successful content.

• Should be targeted to one of your personas.

Instagram• Hashtags are your

BFF. –Create your own

hashtag. –Put it on an image

from time to time.– Interact with other

hashtags.

Instagram• Interact with your

fans. –Go on photowalks. – Invite local

photographers to your business.–Reshare their

photos with attribution.

Instagram• Learn photography–You don’t have to be

a great photographer but you have to want to get better.–Create something

beautiful.–Get into

uncomfortable positions.

Twitter• Listen–Twitter Lists for superfans

& people that create relevant content.–Twitter Lists for those that

you want to write about you.– Follow relevant local

hashtags and those relevant to your industry. –Search your name &

competitors’ names.

Twitter• Jump on in–Images increase your engagement.–Answer questions from your lists & searches.–Don’t over-promote.

Resources• Evernote• Dropbox• Canva• WordSwag• Feedly

Thank you!

Betsy A. DecillisBetsy A. Decillis Consulting, LLCbetsy@badconsultingllc.com