developing an effective content marketing and social media strategy
Post on 17-Oct-2014
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II prepared this presentation for the Future Proof Workshop at the Online Retailer Conference in Sydney, Australia in August 2013. The presentation focuses on the importance of a content marketing strategy, the 3 necessary components to a mature strategy, tips from professionals and traps to avoid.TRANSCRIPT
Developing and Effective Content and Social Media Strategy
Sarah MitchellGlobal Copywriting
Definition
Content Marketing:The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.
CONTENT MARKETING = EDUCATION
Traditional vs. Content
Outbound activity: Lead Generation
Inbound activity: Lead nurturing
Tip: Consumer behaviour has changed.
Average Cost Per LeadInbound vs. Outbound
3 Components
Original Content
Top Tactics in Australia
1. Articles on Website2. Social Media3. eNewsletters4. In-person events5. Case studies (customer success stories)
Tip: Make it Mobile
Tip: Don’t underestimate email!
Email marketing is one of the most effective ways to drive traffic to your website but many businesses discount it as ‘old school’.
Social Media
Tools used by the Pros
Tip: Pinterest Links
Make sure you link to the landing page of your ecommerce site – not a sales page. Broken links on Pinterest do nothing to improve your SEO.
Trap: “Post and Hope”
Trap: Making Claims
ACCC considers claims made on social media by you or your fans/followers subject to scrutiny.
Beware of “Vanity” Metrics
Consumers “don’t want a “relationship” with you.
Just help them make good choices.”
Advice to brand marketers from Harvard Business Review
Content Sweet Spot
Search Engine Optimisation
Mature Content Strategy
Easy Ways to “Wipe Out”
Small Band of Followers
“Think about what a user is going to type”
Matt Cutts, Google
Buckshot, aka Hello Adwords
“Without content, conversation is mere
networking. Without conversation,
content is dead.”
Tipping Point Labs
Land of SPAM
Content
People are seekingtheir own information.
TRAP:The days of self-serving, self-promoting “blah, blah, blah” are over
TIP:Marketing = Publishing
Think Like a Publisher1 Support each product/service you offer
2 Target each customer segment
3 Consider vertical markets
4 Use multiple content types
Act Like a Journalist1 Titles / Headlines
2 Storytelling
3 Deadlines
4 Reference, cite, attribute
Reuse Repurpose Recycle
Blogs
White papers
Case studies
Online video
eNewsletters
Powerpoint
Infographics
Webinars
eBooks
Podcasts
Digital magazines
Mobile apps
Managing Your Strategy
Editorial Calendar
“Content Brain” 1
Don’t Pay For Attention
BUYattention:
Advertising
BEGfor attention:
Public Relations
BUGpeople:Sales
“EARN attention online by creating great information that your buyers want to consume
such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs and ebooks
– and it is all free.”
David Meerman Scott,Web Ink Now
Sarah Mitchell
@globalcopywrite
globalcopywriting.com