building a scalable foundation engaging a targeted audience content resources and co-creation...
TRANSCRIPT
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Building A Scalable Foundation
Engaging A Targeted Audience
Content Resources and Co-Creation
Automation
Amplifying Your Message
A Shortcut To Authority
Measuring Your Results
SO
CIA
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NIMBLE LEAN SCALEABLE
What Is A Growth Hacking Social and Content Strategy?
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Building A Scalable Foundation
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1
Great News!
An Agile, Sustainable Foundation
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The True Cost of Social Media
The Increasing Cost of Pay to Play
2013
2014
2015
Build your audience and brand organically
Build your audience and brand with a ‘boost’
Pay to Play
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COMPANYBLOG
events
local
webinars
retargeting
landingpage
lead forms
paid media
downloadableassets
stakeholders
Don’t build your house on rented land.
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Engaging A Targeted Audience
SO
CIA
LC
ON
TEN
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Know Your Audience – Not Their Characteristics
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“Own the relationship with your audience”
“Own the relationship with your audience”
Create a Blog
“Own the relationship with your audience”
Blog/Social HubStrategy The Content Marketing Team
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Seven Questions to Know About Your Audience
What are their common questions?
2 What keeps them up at night?
3 How can you solve their problem?
4
What do you want them to do?5
How can you best connect?6
How might they resist? What are their most common objections?7
How can you build trust with them
1
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Content Resources and Co-Creation
SO
CIA
LC
ON
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Content Co-Creation and Development
14 Your footnote
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Content Co-Creation and Development
15
Record
Logos & Design
Transcribe
Everything Else
Your footnoteAlternative Resources
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Managing Content
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PILLAR CONTENT
eBOOK
BLOGPOST 1
BLOGPOST 2
BLOGPOST 3
BLOGPOST 4
BLOGPOST 5
BLOGPOST 6
BLOGPOST 7
BLOGPOST 8
8 HEADLINES
BLOGPOST 1
BLOGPOST 2
BLOGPOST 3
BLOGPOST 4
BLOGPOST 5
BLOGPOST 6
BLOGPOST 7
BLOGPOST 8
BLOGPOST 1
BLOGPOST 2
BLOGPOST 3
BLOGPOST 4
BLOGPOST 5
BLOGPOST 6
BLOGPOST 7
BLOGPOST 8
8 HEADLINES 8 HEADLINES
150 TWEETS 150 TWEETS 150 TWEETS
1 Premium piece of pillar content promoted per quarter.
3 Monthly top-of-funnel premium content assets. 8 Chapters in each.
Jan Feb Mar
Q1
8 8 blog posts tied directly to eight chapters of the guide. 2x per week.
8 8 headlines corresponding to blog posts & chapters
Quarterly Content Marketing Campaign
3 5 Tweets x 30 days
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Co-Schedule provides the structure to schedule
• Drag And Drop Editorial Calendar• Automated Social Publishing• Team Communication• Analytics• All-In-One Publishing Solution to Blog and Social Platforms• No More WordPress Hacking• Free Headline Analyzer
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Automation
SO
CIA
LC
ON
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…. And did I mention that
it’s FREE
• Content Stats• Visitor Tracking• CRM Database• Any Lead Form• Campaign Monitor• Email Client Integration
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Amplification
SO
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42%
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185 1,000,000>
employees
Facebook fans
20,000 Reach20,635 Reach
Employees and Brand Advocates Are Incredibly Powerful
Employees/Advocates
x338 Facebook friends - Pew Research
x35% of friends/network see their post
*Business Insider
x 2.0% of abrands fans see their
organic post *Ogilvy
http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/http://www.businessinsider.com/35-percent-of-friends-see-your-facebook-posts-2013-8http://www.fastcompany.com/3044299/hit-the-ground-running/how-facebook-is-failing-local-businesses
1 Million Fans/Followers - On Facebook
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Measuring Your Results
SO
CIA
LC
ON
TEN
T
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Thank You