content strategy
TRANSCRIPT
HERE IS THE FAMOUS PIECE OF WISDOM BY BILL GATES
Content is king
Content Strategy is King Maker
Content Strategy: The Engagement Gigantic Power
What is Content What is Content Strategy What is NOT Content Strategy What is Content Marketing Components of Content Strategy Why Content Strategy Content Marketing Strategy Content Strategy for social Media
…So What is Content?
Article News Video Game Infographic Website Micro Site Digital Magazine Blog & micro-blog App Forum Contest
Photo Albums Music Albums Comment eNewsletters Whitepapers eBooks Webinars Case Studies Virtual events Demos Digital Profiles
WHERE TO PUBLISH?
WHAT CONTENT STRATEGY IS NOT Marketing
Advertising
Engagement
Promotion
Trending
WHAT IS CONTENT STRATEGY
Content strategy refers to the planning, development, and management of content—written or in other media. Content strategy also means the planning for the creation, delivery, and governance of useful, usable content. The goal of content strategy is to create meaningful, cohesive, engaging, and sustainable content.
WHAT IS CONTENT MARKETING?
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
COMPONENTS OF CONTENT STRATEGY
Substance—What kind of content do we need (topics, types, sources, etc.), and what messages does content need to communicate to our audience?
Structure—How is content prioritized, organized, formatted, and displayed? (Structure can include communication planning, IA, metadata, data modeling, linking strategies, etc.)
Workflow—What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?
Governance—How are key decisions about content and content strategy made? How are changes initiated and communicated?
WHY CONTENT STRATEGY?
Content drives
everything
What you post is not as important as why you post
Customers do not
consume in silence
You must tell the story of
your business
You want to make profit
CONTENT STRATEGY
CONTENT MARKETING STRATEGY
Set your Goals
Identify your
target audience, Preferenc
e, triggers
and behavior
Decide on content tatics:
articles, videos,
podcasts…
Engage consumers in order to have them
interact with the content
Create exciting Content
Engage consumers in order to have them
interact with the content
CONTENT STRATEGY FOR SOCIAL MEDIA
Facebook Twitter Instagram Google+ Youtube Linkedin
Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues.
#1. Identify your Target Audience
What do they want? What do they need? What are their questions? What are their concerns Are they male or female? How old are they? Where do they live? Are they single or married? What do they like? What don’t they like?
#2. Change your Tone to match your Audience
The tone of your voice should change in different situations & for different audiences.
For example, tone can depend on:
Who you are talking to (audience)
What you are talking about
The context & timing of the conversation
#3. Facebook Contest
Facebook is a great place to reach a targeted audience and set yourself apart from the competition.
Hosting a Facebook contest is one of the best ways to get the attention of existing fans while recruiting new Likes for your page. And there is no shortage of Facebook contest ideas.
FACEBOOK CONTEST IDEAS
Like to win
Comment to win
Like and comment to win
Caption Contest
Fill in the Blank Contest
Photo Contest
Question and Answer Contest
#4.Be Strategic when you Post
Hopefully you’ve asked the right questions about what you’re trying to communicate & what people want. Before you go post stuff, figure out what your fans want/need, what you're trying to say, and what makes you different.
CONTENT STRATEGY FOR TWITTER Twitter is a free microblogging service that allows registered
members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices.
#1. Who are you tweeting to?
Identify your target market.
Find your target market on Twitter.
Build Twitter list for different segment of your target audience
Enter keywords that are associated with your target market. You can start following some accounts, lists or hashtag chat.
#2.What are you tweeting?
Your own (created) content – including blog posts, promotions, etc.
Others’ (curated) content – including retweets, sharing articles, etc.
Polls, Questions &Answers.
Multimedia – including photos, videos, podcasts, etc.
Discussion-starters.
Promoted Products.
#3. When will you be tweeting?
How much time and effort can you spend on Twitter?
When is your audience online?
Best PracticesSocialBro: You can use this tool to analyzes the timelines of your followers and generates a report that will show you when you should be tweeting to reach them.
Hootsuite Autoschedule: If you use Hootsuite, this feature will already know which times of day your tweets get the most engagement during.
#4. Decide where Twitter fits into your content strategy
Your Twitter plan will hold its own unique identity within your content marketing strategy. For example, some things your Twitter strategy might drive within a larger plan are:
Traffic
Conversions
Sales
#5: Get content ideas from Twitter
Monitor industry Keywords and Harshtags.
See what your networks are sharing.
Look at questions your audience are asking.
Instagram has recently hit 400 million monthly users, with 80 million photos being uploaded every day. According to our data, it’s the most engaging social network right now – top profiles earn more than 110× the engagement of Twitter’s most-engaging profiles.
The platform offers amazing opportunity for brands to connect with their fans and millions of potential customers, but succeeding on Instagram takes more than simply publishing pretty images.
#1. Find your audience
Think about your prospects’ lives on social
Whom do they like to follow on Instagram
What type of content do they enjoy?
What time of day do they prefer to check their Instagram feed?
#2. What to Snap?
What types of Instagram content are you able to produce?
What is your Brand/product?
What are your Niches?
Post visual appealing Photos
#3. Build Relationships
Ensure your account makes a good first impression.
Have a plan in place for social customer care.
Monitor your branded hashtags and popular hashtags in your industry.
Be relevant, not spammy
Do not sell on Instagram
#4. Grow your community
Identify those customers of yours that are already on Instagram and follow them.
Engage with your followers and other users as much as possible. Follow accounts, like things, comment. Be human!
Use only relevant Hashtags. Be sure to tag any people or brands in the photo, as well as the photo source if
you repost. Find the biggest influencers in your industry and see if you can partner
with them.
LINKEDLN
Linkedln is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.
Still on Linkedin
Center Your Content Around Your Audience .
Increase Visibility with Sponsored Updates and Advertising.
Publish on the LinkedIn Publishing Platform.
Post presentations with helpful hints or fun facts for your clients.
GOOGLE+
Google+ isn’t only a social network. It’s the very backbone (and future) of Google itself.
Google+ is a social networking project, designed to replicate the way people interact offline more closely than is the case in other social networking services. The project’s slogan is “Real-life sharing rethought for the web.”
Still on Google+
Link Google+ to your blog/website.
Build strategic networks with circles.
Use hashtags to make your posts search-friendly.
Write long posts inside Google+.
Use tags to reach out to people and brands directly.
Use Ripples to add influencers to your Circles
THANK YOU