Content & Social

2  @Cate

Agenda  

What is Content 1  Content + Social

Process

2  Questions

3  4  

3  @Cate

4  @Cate

What is Content?

5  @Cate

What is the relationship?  

Content & Social  

Social  Content

Distribution  

Interaction  

Information  

Home  

6  @Cate

What is the relationship?  

Content & Social  

Social  Content

Tweet  

Feedback  

Blog post  

Analytics  

Subject Matter

Traffic

What works/doesn’t

Audience feedback

7  @Cate

What is the relationship?  

Content & Social  

Website conversion rates 6x higher for content marketing adopters*

Conversions

Feel better about a company that delivers custom content & are more likely to buy.*

*Kapost Study  

Purchases 6x

61%

8  @Cate

Content Marketing Goals  

Convert Visitors Metric  =  Traffic  to  Conversion  Ra2o  

Increase Sales E-commerce, sales numbers  

Reduce Calls Traffic to FAQs,   reduced   call  center  calls.

9  @Cate

Our Process  

Research

Ideation

Creation

Measurement

Distribution/Connection

�  

>  

<  

>  

10  @Cate

Our Process  

Distribution Getting content in front of your

audience, interacting with audience  

4  

Creation Content storytelling & execution  

3  

Measurement Refining your hypotheses  

5  

Research Who, What, When, Where, Why & How  

1  

Ideation Turning research into ideas  

2  

11  @Cate

Process & Roles  

Research   Ideation   Creation   Distribution   Measurement  

Researcher  Optimization

Specialist  Content Creator   Connector Analyst  

Manager  

12  @Cate

Researcher  

Audience Understanding

Ongoing  Foundational  

Hypotheses  

Audience  

Commonalities  

Personas  

Trends  

Topics  

Update Research  

13  @Cate

Researcher  

Who

What

When

Where

Why

How

…is your audience? …do they listen to?

…are they talking about? …challenges are they facing?

…are they talking? …are they asking for help? …are they talking? …are they talking about these topics? …are they using these platforms?

…are they consuming content? What format? …are they using these platforms? …are they getting their information/data?

14  @Cate

Researcher  

We know our audience is on Facebook.

Data  

Hypothesis  

So we believe Facebook is a good place to share content and interact with our audience.

15  @Cate

Optimizer  

Interpret Research

Topics  Calendar/Planning   Keywords  

16  @Cate

Optimizer  

Topics  Calendar/Planning  

Keywords  

Research + Editorial Calendar

Research + Social Environment

Research + Google

Social media provides context & insight for Optimizer’s work.

17  @Cate

Optimizer  

18  @Cate

Creator  

Building Content

Storytelling   Execution

Message  

Data  

CTA  

Build  

Optimize  

19  @Cate

Creator  

Storytelling  

Message  

Data  

CTA   Paragraph 1 - point 1

Paragraph 2 - point 2

Paragraph 3 - point 3

Intro Paragraph

Body

Conclusion

Thesis with 3 supporting points.

Restate thesis, summary of 3 points.

20  @Cate

Creator  

Storytelling  

Message  

Data  

CTA  

Execution

Build  

Optimize  

Not impacted by Social Channel  

Dependent on Social Channel  

21  @Cate

Creator  

22  @Cate

Connector  

Connect Content & Audience

Copy  Schedule   Publish Interact

23  @Cate

Right Person  

Right Topic  

Right Place  

Right Format  

Right Time  

Distribution  

24  @Cate

Distribution  

https:// blog.kissmetrics.com

/science-of-social- timing-1/

25  @Cate

Publishing Schedule  

26  

Pinterest Case Study  

Images Post

URLs Date & Time

27  @Cate

Pinterest Case Study  

Week 1

Week 2

Week 3

Week 4

Traffic

Week 1

Week 2

Week 3

Week 4

Sales

28  @Cate

Analyst  

Measure Content

Validate  Analyze   Refine

29  @Cate

Researcher  

We know our audience is on Facebook.

Data  

Hypothesis  

So we believe Facebook is a good place to share content and interact with our audience.

30  @Cate

Analyst  

31  @Cate

.006% vs.  

32  @Cate

Analyst + Researcher  

We know our audience is on Facebook.

We get no interaction on Facebook, BUT we get plenty of interaction on Twitter

Data  

Refined Hypothesis

Twitter is a better place to share content and interact with our audience.

33  @Cate

Process  

Research

Ideation

Creation

Measurement

Distribution/Connection

�  

>  

<  

>  

Questions? @Cate

ConcentricContent.com  

35  @Cate

Content Marketing Strategy v. Content Strategy  

What is the story we are telling?

Audience Engagement

Drive Profitable Behavior  

Content Marketing Strategy  

Creation

Publication

Governance

Content Strategy

36  @Cate

We Aren’t Normal  

86% Liked at least one brand on Facebook

61% Follow at least one brand on Twitter

Marketers  

Everyone Else

58% Liked at least one brand on Facebook

12% Follow at least one brand on Twitter