#LIFTSocial

Build Better Content

Lindsey Sanford | Symphony Talent

@LindseySanford | #LIFTSocial

Lindsey SanfordVP, Content Marketing

Marketing to Talent

Speaker:

@LindseySanford | #LIFTSocial

Agenda

You Mean You Don’t Just DO Social? • Lay the foundation • Tap into resources • Test the content • Prove its success

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Lay the Foundation

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of Consumers Consult Reviews Before a Purchase

of Consumers Trust Online Reviews as Much as Personal Recommendations

@LindseySanford | #LIFTSocial

88%

90%

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But What Does It Mean?

0%

5%

10%

15%

20%

25%

30%

35%

Positive Trends Review

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What Do You Do With It?

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Platform

Localized

Theme

Updated

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Data Inspired vs. Data Driven

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Business Case

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Get Competitive

0%

5%

10%

15%

20%

25%

30%

35%

Positive Trends Review

What are your

competitors

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Identify Your Trends, but Don’t Limit Your Potential

0%

5%

10%

15%

20%

25%

30%

35%

Positive Trends Review

What do you wish

were here?

@LindseySanford | #LIFTSocial

Dismiss Your Pride

It Doesn’t Matter If It’s True

It’s What Your Audience Believes to be True

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Measure Consistently, Continuously

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There Is Another Reason

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Test the Results

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Apply Labels to Your Content

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Understand Content Theme Success

Impressions or Reach

Engaged Users or Engagement

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Understand Content Theme Success

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00%

Purchase(Do)

CommunityResponsibility

EmployeeHighlight

LiveEvent

Engagement%(avg.)

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A/B Testing

VS.

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Help Them Along

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The Consumer Journey

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The Consumer Journey

See

ThinkThinkThinkThink

Think

Do

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Are There Themes That Perform Better?

See

ThinkThinkThinkThink

Think Do

Community Outreach

Employee Stories

Live Events

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Applying Paid Strategy To Content Marketing

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Email Matching (Retarget Your Consumers / Audience)

Look-a-like Audience

Location Targeting

Snapchat

@LindseySanford | #LIFTSocial

Email Matching (Retarget Your Consumers / Audience)

Look-a-like Audience

Pixel Targeting

Follower Targeting

Facebook

@LindseySanford | #LIFTSocial

Email Matching (Retarget Your Consumers / Audience)

Look-a-like Audience

Pixel Targeting

Follower Targeting

Focusing on Engagement

Instagram

@LindseySanford | #LIFTSocial

Live Event Targeting

Interest Targeting

Follower Targeting

Twitter

QUESTIONS

#LIFTSocial

Thank You

#LIFTSocial