Building a Solid Content Strategy

Presented by Cara Friedman

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What’s Inside

•  Why Invest In Your Social Media?

•  Elements of a Content Strategy

•  Case Studies

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Meet Likeable?

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Meet Likeable?

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Why Invest In Your Social Media?

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Why Invest In Your Social Media?

•  Raise awareness, increase retention, and drive leads

•  Control, moderate, and get involved

•  Identify the positive and turn around the negative

•  Gain knowledge and insight through social media

•  Allow your brand to exercise the two meanings of likeable

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Elements of a Content Strategy

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Elements of a Content Strategy

•  Timing

•  Tone

•  Consistency

•  Engaging

•  Relevant

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Timing

•  WHEN you post is just as important as WHAT you post

•  Your audience is not active all hours of the day

•  You want your content to be seen by the maximum amount of people

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Timing

•  Do not overwhelm your audience with content

•  Post once a day on Facebook, so you don't take Newsfeed real estate away from users’ friends

•  Use analytics to determine best times to engage

•  11am and 3pm have been proven to see high reach

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Timing

•  Tweet no more than once an hour

•  Tweets move so fast through the Twitterverse

•  It is safe to tweet throughout the day

•  Space your posts appropriately

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Tone

•  Tone can be determined with a simple question:

•  Do you know who you are talking to?

•  Tone is often referred to as the 'voice' of the brand

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Tone

•  Your tone should differentiate your brand from competitors

•  Your target demographic sets the basis for the overall tone of your content

•  The tone should be established, and consistent throughout your content strategy

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Tone

•  Should your tone be different on different networks?

•  Content – YES

•  Tone – NO

•  Any person on any network should be able to recognize your brand

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Consistency

•  Successful content is consistent

•  People need a reason to continuously visit your page

•  Consistency on different networks vary

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Consistency

•  Establish a schedule for all content.

•  This is most effective when you know what times your audience is active

•  You want your message to be the same throughout

•  Make sure all your content is in line with your voice

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Engaging

•  Content drives fan engagement, page growth and traffic

•  Excellent content is:

•  Relevant to your brand and community’s interests

•  Fresh and unique

•  Expressed in different forms

•  Available consistently for your community

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Engaging

Engaging content:

•  Is relatable: Fans want to play!

•  Is visual: Infographics/photos/videos

•  Has a call to action: LIKE or Comment or Share or Tag, etc.

•  Is creative: be unique!

•  Is concise: Keep it simple, stupid!

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Relevant

•  Cut through the clutter

•  People interact with different forms of media with different content every day

•  Presents a challenge for the audience and for brands

•  Add value to the conversation

•  Social conversation audit

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Relevant

Position the brand as a trusted resource

•  Use owned media channels as a resource to share information

•  Allows direct communication with your audience

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Relevant

Consumers want firsthand knowledge about your brand:

•  Release dates, product enhancements, service changes, etc.

Relevant content is authentic and more believable

•  Being authentic is a consumer expectation

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Relevant

Listen to your customers!

• Ask them what they want to know

• Leverage the data you receive to build strategy in the future

• See what’s worked before (most likes, shares, comments)

• Reuse most successful posts in new ways

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No Content

Get it?

No Content

•  Don’t let your page be a ghost town

•  You have to give to get

•  Post often

•  Provide value

•  Always think Shareable!

Case Studies*

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*The following case studies are Likeable

Media clients.  

Pendaflex

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Entenmann’s

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Corkcicle

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Extra Space

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Hpnotiq

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Things Remembered

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The Pampered Chef

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Need Help?

•  Likeable creates custom social media trainings for your organization

•  For more information on social media training email Cara at cara@likeable.com

•  Email TODAY and get a Bonus E-Guide for Likeable Social Media

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Contact Us/Thanks/Grand Prize!

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cara@likeable.com Likeable.com Fb.com/LikeableMedia Twitter.com/LikeableMedia 212-660-2458 240 W 37th Street NY, NY 10018