how to implement an audience engagement strategy using content - content marketing show
Post on 02-Jul-2015
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How to implement an audience engagement strategy using content
Why?
Test and refine
Create online personas to
target
Understand their online engagement
behaviour
Understand where they ‘hang out’
online
Understand who your
online audience is
Audience engagement process
Audience
Customer data
Google Analytics
demographics
Social listening tools
Social platform analytics
Market research/
Industry data
What does your online audience look like?
Audience
News sites
Social Media
Forums
Review sites
Blogs
Where do they ‘hang out’ online?
80/20 rule
Who are the influencers?
What are they engaging with?
Join conversations, don’t start them
“We have two ears and one mouth so that we
can listen twice as much as we speak”
Build your online personasEmma, 24
Shares video content regularly, also has own
personal blog
Most likely to read sites such as Buzzfeed
Main social channels are Snapchat and
Mark, 36
Shares quizzes and picture content fairly
regularly on Facebook
Most likely to read traditional news outlets
Main social channels are Facebook and
Bob, 58
Less likely to share but spends a long time on informational content
Most likely to read broadsheets
Not a big social user
Test small and refine
Use small amounts of paid seeding to test effectiveness
Audience
News sites
Social Media
Forums
Influencers
Blogs
Have a robust seeding strategy
StumbleUpon
Taboola
How many people saw it?
How many people have engaged with it as a
result and how?
What value can I attach to that?
Otherwise the whole engagement strategy falls down…
An integrated marketing strategy is imperative
Thanks!
Laura Crimmons
Social & PR Manager
@lauracrimmons
laura.crimmons@branded3.com
Thank you
Laura.crimmons@branded3.com @lauracrimmons Branded3.com @Branded_3
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