how to implement an audience engagement strategy using content - content marketing show

24
How to implement an audience engagement strategy using content

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Slides from Content Marketing Show Nov 14 Implementing a successful audience engagement strategy.

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Page 1: How to implement an audience engagement strategy using content - Content Marketing Show

How to implement an audience engagement strategy using content

Page 2: How to implement an audience engagement strategy using content - Content Marketing Show

Why?

Page 3: How to implement an audience engagement strategy using content - Content Marketing Show

Test and refine

Create online personas to

target

Understand their online engagement

behaviour

Understand where they ‘hang out’

online

Understand who your

online audience is

Audience engagement process

Page 4: How to implement an audience engagement strategy using content - Content Marketing Show

Audience

Customer data

Google Analytics

demographics

Social listening tools

Social platform analytics

Market research/

Industry data

What does your online audience look like?

Page 5: How to implement an audience engagement strategy using content - Content Marketing Show
Page 6: How to implement an audience engagement strategy using content - Content Marketing Show
Page 7: How to implement an audience engagement strategy using content - Content Marketing Show
Page 8: How to implement an audience engagement strategy using content - Content Marketing Show

Audience

News sites

Social Media

Forums

Review sites

Blogs

Where do they ‘hang out’ online?

Page 9: How to implement an audience engagement strategy using content - Content Marketing Show
Page 10: How to implement an audience engagement strategy using content - Content Marketing Show

80/20 rule

Who are the influencers?

Page 11: How to implement an audience engagement strategy using content - Content Marketing Show

What are they engaging with?

Page 12: How to implement an audience engagement strategy using content - Content Marketing Show
Page 13: How to implement an audience engagement strategy using content - Content Marketing Show

Join conversations, don’t start them

Page 14: How to implement an audience engagement strategy using content - Content Marketing Show

“We have two ears and one mouth so that we

can listen twice as much as we speak”

Page 15: How to implement an audience engagement strategy using content - Content Marketing Show

Build your online personasEmma, 24

Shares video content regularly, also has own

personal blog

Most likely to read sites such as Buzzfeed

Main social channels are Snapchat and

Instagram

Mark, 36

Shares quizzes and picture content fairly

regularly on Facebook

Most likely to read traditional news outlets

Main social channels are Facebook and

Twitter

Bob, 58

Less likely to share but spends a long time on informational content

Most likely to read broadsheets

Not a big social user

Page 16: How to implement an audience engagement strategy using content - Content Marketing Show

Test small and refine

Page 17: How to implement an audience engagement strategy using content - Content Marketing Show

Use small amounts of paid seeding to test effectiveness

Page 18: How to implement an audience engagement strategy using content - Content Marketing Show

Audience

News sites

Social Media

Forums

Influencers

Blogs

Have a robust seeding strategy

Page 19: How to implement an audience engagement strategy using content - Content Marketing Show

Facebook

Twitter

StumbleUpon

Reddit

Taboola

LinkedIn

Page 20: How to implement an audience engagement strategy using content - Content Marketing Show

How many people saw it?

Page 21: How to implement an audience engagement strategy using content - Content Marketing Show

How many people have engaged with it as a

result and how?

Page 22: How to implement an audience engagement strategy using content - Content Marketing Show

What value can I attach to that?

Page 23: How to implement an audience engagement strategy using content - Content Marketing Show

Otherwise the whole engagement strategy falls down…

An integrated marketing strategy is imperative

Page 24: How to implement an audience engagement strategy using content - Content Marketing Show

Thanks!

Laura Crimmons

Social & PR Manager

@lauracrimmons

[email protected]

Thank you

[email protected] @lauracrimmons Branded3.com @Branded_3