HOW TO MAXIMISESOCIAL MEDIA CONTENT

@AnnmarieHanlon

• Why content matters

• Paid, owned, shared and earned media

• Content pillars

• Words, images or video?

• How to break apart content

• 7 ways to maximise your assets

@AnnmarieHanlon

WHY CONTENT MATTERS

@AnnmarieHanlon

THE FUNNELSEO

@AnnmarieHanlon

GOOGLE’S SLICE OF THE WORLDWIDE DESKTOP SEARCH MARKET

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GOOGLE’S SLICE OF THE WORLDWIDE MOBILE SEARCH MARKET

PAID, OWNED, SHARED AND EARNED MEDIA

@AnnmarieHanlon

CONTENT PILLARS:WHAT WORKS AND WHY

CONTENT PILLARS

@AnnmarieHanlon

THEME

Entertain

Inform

Offer

FORMAT

Publish

Find

Share

Links

@AnnmarieHanlon

GETTING STARTED WITH CONTENT

•Write, talk about your interests, your passion, your expertise

•Be authentic

•Be first, be bigger, be better

•Don’t sell - advise

SUCCESSFULCONTENT

Successful content usually involves some of these elements:

• Headlines with numbers

• Alliteration attracts the audience

• “Quotes are a great way to place sales messages”

• What do you think of questions?@AnnmarieHanlon

@AnnmarieHanlon

SUCCESSFUL CONTENT DISTRIBUTION

• Posting is fine, emailing to an audience is better!

• More content is better than less content

• Less frequent with quality is better than frequent ‘thin’ content and weak quality

• Grammar and sound matters

WORDS, IMAGES OR VIDEO?

@AnnmarieHanlon

YOUTUBE ADVANTAGES

• YouTube has a larger user base than Periscope

•Owned by Google

•Can be found after the event via keywords

•Easy to access via the app

@AnnmarieHanlon

YOUTUBE DISADVANTAGES

•YouTube is more competitive with similar firms being present

•The subject may have already been covered on YouTube

•Often requires prepared video, professional camerawork

@AnnmarieHanlon

@AnnmarieHanlon

WHAT CAN PERISCOPE BE USED FOR?

• A regular broadcast

• Impromptu thoughts and statements

• Live product demonstrations

• Behind the scenes footage

• Question and answer sessions

• Exclusive announcements

• Live events

@AnnmarieHanlon

PERISCOPE ADVANTAGES

• Works well for live events

• Can be a useful way of attracting viewers to watch an ongoing event

• It allows you to share a live link across all social media platforms

• Film using a tablet or smartphone

@AnnmarieHanlon

PERISCOPE DISADVANTAGES

• Relatively small user base - c10 million

• It can be very boring!

• Difficult to get an audience on the spot

• Seconds to have impact or you’re abandoned

• You can replay if you’ve enabled in settings

• Connection can drop…

@AnnmarieHanlon

AND BLOGS

• Always there

• Keep being found

• More opportunities for keywords and keyphrases

• Can be shared over and over and over

• Can be updated

HOW TO BREAK APART CONTENT TO SHARE ACROSS

SOCIAL MEDIA PLATFORMS

@AnnmarieHanlon

BREAKING APART CONTENT

1. Start with a singlepiece of content

A survey, commentary etc

@AnnmarieHanlon

BREAKING APART CONTENT

2. Write a white paperabout the findings

Add to website, downloadable from blog

@AnnmarieHanlon

BREAKING APART CONTENT

3. Create summary inPowerPoint

Add to slideshare, bookmark

@AnnmarieHanlon

BREAKING APART CONTENT

4. Graphically illustrate key points as an infographic

Add to Pinterest, Instagram,Facebook

@AnnmarieHanlon

BREAKING APART CONTENT

5. Film one of the teamtalking about the key points

Add to Pinterest, YouTube, Vine.Screen on Periscope

@AnnmarieHanlon

PROMOTE YOUR CONTENT TO A WIDER AUDIENCE

Text (tweet 140 characters)

Headline70 characters max

Websiteaddress

CTAImage 800x320 pixels

7 WAYS TO MAXIMISE YOUR ASSETS

@AnnmarieHanlon

Write, talk, illustrate, film stories about your:

Skills

Service

People

Success

Differences

1. EXPLORE YOUR STORIES

@AnnmarieHanlon

2. OPTIMISE YOUR CONTENTRe-write

Add in more SEO

Keywords

Long-tail key phrases

Expensive keywords

Build links to other assets

@AnnmarieHanlon

Add to your own website or blog

Share with fans and advocates

Add as news item to your RSS feed

3. PUBLISH YOUR CONTENT

@AnnmarieHanlon

Add to email signatures

Talk about in your social spaces

Mention in other articles (build back links)

4. PROMOTE YOUR CONTENT

@AnnmarieHanlon

Give them exclusive early access

Provide different imagery

Ask them to share

5. HARNESS FANS AND FOLLOWERS

@AnnmarieHanlon

6. BE CONSISTENT

@AnnmarieHanlon

Add to newsletters ‘this month’s news’

Re-post, re-pin, re-tweet ‘in case you missed it’

Group themes into hub pages

7. SHARE AGAIN

@AnnmarieHanlon

Create great titles or headlines

Make a content plan

Create a content calendar

Agree the format

Build your asset bank

Be consistent

Follow me on Twitter @AnnmarieHanlon

ABOUT ANNMARIE HANLON

Follow me on Twitter @AnnmarieHanlon

FREE GUIDE

www.evonomie.net/maximise