best practices for integrated content and social

Best Practices for Integrated Content Marketing and Social Media Marketing

Jennifer KanePresident

Kane Consulting

Content Marketing vs.

Social Media Marketing

The Mothersh

ip

Content Marketing

Mothership

Digital property you own, like…

WebsiteMicrositeContent

CommunityBlog

Use for client/customer

interaction, demand

generation, lead conversion.

Mothership

Twitter

Facebook

YouTube

LinkedIn

Social Media Marketing Satellites

Digital property you rent/hang out at,

like…

TwitterFacebook

Google PlusPinterestLinkedInYouTube

Use for brand awareness, customer service, relationship

development.

Mothership

Twitter

Facebook

YouTube

LinkedIn

Audience reaches you directly or touches base further out in space.

Content is your tractor beam.

Five Best Practices to Integrate Content Marketing and Social Media Marketing:

1. Develop strategic brand voice and focus.2. Establish a content development pipeline.

3. Develop social conversations that support content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.

3. Develop social conversations that support content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Identify a tone for your brand.Admirable Snarky Direct Jubilant

Quirky Motivational Playful Sentimental

Bawdy Comforting Curious Whimsical

Gregarious Challenging LovingComplimentary

Satiric Austere Ironic Reverent

Wise Solemn Admiring Optimistic

Sympathetic Worldly StrongBenevolent

Confident Humble Jocular Serene

Sardonic Sassy Cynical Nostalgic

Think of a character/persona to help remind you of that tone.

Make sure your company’s “actors” know their “character.”

Once upon a time there was a company…

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support

content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Editor in Chief

Managing Editor

Copy Editors

Internal Content

Contributors

Guest Bloggers

Special Projects Editor

Freelance Photographe

rs

Freelance Videographe

rs

Freelance Designers

Art Director

Photographers/Photo Editor

Multimedia Editor

Designers

ORGANIZE CONTENT IDEAS

Type Topic Medium/Media Target Audience

IDEATION PROCESSMarketing Sales Customer

Service CustomersSocial

Crowdsourcing

RESEARCH/ANALYSISObjective

s Personas Keywords Existing Content

Social Data KPIs

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.

3. Develop social conversations that support content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Mothership

Twitter

Facebook

YouTube

LinkedIn

Solicit user-generated

content.

Crowdsource Ideas.

Monitor your keywords.

Co-createcontent.

Capitalize on your conversations.

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.

3. Develop social conversations that support content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Mothership

Make them stop and stare.

Source: El Pianista, via Flickr.

Make them talk.

Make them engage and share.

Make them proud.

Make them want to get behind the velvet rope.

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.

3. Develop social conversations that support content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Where do you want them to go next?

You could measure…

• Number of global mentions.• Change in sentiment.• Share of voice over competition.• Web traffic from social channels.• Keyword-rich mentions. • Volume of content shared by others.• Conversions: conversations to leads, leads to

clients/customers.

The analysis and measurement informs decisions back at the top of the pipeline and the whole system repeats.

Move The Needle

Move The Needle

Conduct a content audit, across silos.

Best Practice Takeaways:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support

content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Thank You

Jennifer Kanewww.kaneconsulting.bizjen@kaneconsulting.biz@JenKaneCo