developing an effective content marketing and social media strategy

Developing and Effective Content and Social Media Strategy

Sarah MitchellGlobal Copywriting

Definition

Content Marketing:The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.

CONTENT MARKETING = EDUCATION

Traditional vs. Content

Outbound activity: Lead Generation

Inbound activity: Lead nurturing

Tip: Consumer behaviour has changed.

Average Cost Per LeadInbound vs. Outbound

3 Components

Original Content

Top Tactics in Australia

1. Articles on Website2. Social Media3. eNewsletters4. In-person events5. Case studies (customer success stories)

Tip: Make it Mobile

Tip: Don’t underestimate email!

Email marketing is one of the most effective ways to drive traffic to your website but many businesses discount it as ‘old school’.

Social Media

Tools used by the Pros

Tip: Pinterest Links

Make sure you link to the landing page of your ecommerce site – not a sales page. Broken links on Pinterest do nothing to improve your SEO.

Trap: “Post and Hope”

Trap: Making Claims

ACCC considers claims made on social media by you or your fans/followers subject to scrutiny.

Beware of “Vanity” Metrics

Consumers “don’t want a “relationship” with you.

Just help them make good choices.”

Advice to brand marketers from Harvard Business Review

Content Sweet Spot

Search Engine Optimisation

Mature Content Strategy

Easy Ways to “Wipe Out”

Small Band of Followers

“Think about what a user is going to type”

Matt Cutts, Google

Buckshot, aka Hello Adwords

“Without content, conversation is mere

networking. Without conversation,

content is dead.”

Tipping Point Labs

Land of SPAM

Content

People are seekingtheir own information.

TRAP:The days of self-serving, self-promoting “blah, blah, blah” are over

TIP:Marketing = Publishing

Think Like a Publisher1 Support each product/service you offer

2 Target each customer segment

3 Consider vertical markets

4 Use multiple content types

Act Like a Journalist1 Titles / Headlines

2 Storytelling

3 Deadlines

4 Reference, cite, attribute

Reuse Repurpose Recycle

Blogs

White papers

Case studies

Online video

eNewsletters

Powerpoint

Infographics

Webinars

eBooks

Podcasts

Digital magazines

Mobile apps

Managing Your Strategy

Editorial Calendar

“Content Brain” 1

Don’t Pay For Attention

BUYattention:

Advertising

BEGfor attention:

Public Relations

BUGpeople:Sales

“EARN attention online by creating great information that your buyers want to consume

such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs and ebooks

– and it is all free.”

David Meerman Scott,Web Ink Now

Sarah Mitchell

@globalcopywrite

globalcopywriting.com