Post on 10-Jan-2017
transcript
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Building Custom Social Content on a
BudgetCaitlin JeansonneSocial Media Director, MMI
Agency
@qcait @mmiagency |
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Caitlin Jeansonne• Cat lady, pop
culture junkie, geek• 10+ years
experience in digital strategy, SEO/SEM, social media
@qcait @mmiagency |
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As digital marketers, we create a lot of content
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…A Lot of Content• Blog posts• White papers• Landing pages• Tweets• Facebook Posts• LinkedIn Posts
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• Video• Pinterest Pins• Instagram Posts• Ad copy• Testimonials• Case Studies
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For example, always-on social content
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Structure = Efficiency
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Let’s Chat• Build your content formula• Create a calendar• …But be flexible• Use channels strategically• Amplify• Measure
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Content Strategy Inputs• Goals• Key messages• Audience data• 10%
experimentation
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Define Content Goals
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Awareness Consideration
Preference/Purchase Retention
• Increase visibility to key new audiences
• Improve findability through SEO
• Improve brand perception in consideration set
• Reinforce key brand attributes
• Overcome objections
• Educate on service offerings
• Drive website traffic and new consumers into the sales funnel
• Convert leads into customers
• Resolve customer service issues efficiently
• Build brand trust and customer loyalty
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Soapbox: Growing your social media following is not a business
goal.
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Define Key Messages• What impression do you want
your audience to walk away with?• Keep them customer-centric• Be sure they reflect reality• Differentiate your brand from
competitors• Keep it simple• Reevaluate over time
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Add Audience Data Inputs
• What are people searching for?• What questions are they
asking about your brand?• What trends are you seeing
over time?
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And beyond search…
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Facebook Audience Insights
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YouTube Organic Search
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Amazon Products and Reviews
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Social Listening Tools
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Social Listening Questions• What are people saying about your brand to their
friends?• What User Generated Content are people sharing?• Who is influential in the conversation?• How are people interacting with competitors?• What customer service issues are occurring?• What content is getting the most engagement? On what
channels?
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Determine Your Breakdown
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• Answer users’ questions• Address hot topics• Differentiate from
competitors• Provide value• Be entertaining
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Content to Think About• Ask for and share User
Generated content• Update existing content• Repurpose content across
channels• Curate third-party content
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Start with a Monthly Calendar, then Dive In
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AUG SEPT OCT NOV DEC JAN FEB
Back to School
Store opening
Football season
Camping/Hunting/Fishing
Black Friday
Store opening
Holiday shopping
Super Bowl marketing
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Create a Calendar• Keep in mind organizational timelines• Plan for content to support marketing and PR
initiatives• Identify key moments in time (Back to School, New
Year, The Oscars, etc.)• Layer in Evergreen content (based on audience
data)
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Create Evergreen Content Reserves
• Create multiple pieces at once• Publish over time• Tie back to timely moments• This is where you can create
in bulk to save $$
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Channel Strategy• Where does your
audience hang out online?
• Where does your content feel native?
• How will you differentiate content in each channel?
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More tips to speed up the process• Develop content syndication protocol to share
media hits and PR content (Where will you share? When? How often? Who needs to approve?)
• Develop a list of approved third-party content sources to curate content efficiently
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Remember: People Often Share Based on Headline Alone
• Make it valuable or entertaining• Invoke emotion• Reinforce who they are and what they care about• Avoid click bait
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Remember: Visuals Matter
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The More Organic, the Better
>>>
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84% increase
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Visuals• Visual should match the “feel” of the
network• Stay away from blue to stand out on
Facebook• Optimize image size by platform• Think mobile-first• Ex: Facebook 20% Rule• Ex: Instagram square images
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Look for Opportunities to Amplify
• Reinforces key messaging• High organic reach• Heavy website traffic• Key cultural moments
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Leave Room for Experimentation
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Measure and Refine
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Recap• Build your formula• Create a calendar• …But be flexible• Channel strategy• Amplify• Measure
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Thank you!
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