Content - The Foundation of your Social Media MarketingTips and Tactics to Create & Optimize

Introduction

Introduction

“Every two days we create as much information as we did from the dawn of

civilization up until  2003”Eric Schmidt, 2010 (CEO of Google)

What Is Content?

What is Social Media Content Marketing?

Content Types

• Videos• Blog posts• Newspaper articles• Magazines• Images and Photos• Instant messages• Text messages• Tweets• Facebook updates

Online Video

• 2007 - 8 hours of Video every minute

Online Video

• 48 Hours uploaded every minute

Facebook

• “250 million photos are uploaded to Facebook every day”

Twitter

• “200 million tweets per day”

Email• “90 trillion emails a year or more than 2.8 million emails a second”

Texts• Text Messages in 2011 – More than 8 trillion

The Challenges

• 8 Challenges of Content Marketing1. Finding inspiration and ideas2. Creating it3. Making it relevant4. Resourcing it5. Managing it 6. Monitoring it7. Measuring it8. Making it “Liquid” and Contagious

The Benefits

• Positions “Online” Experts• Optimizes for search (SEO)• Creates an online asset• Educates and entertains• It doesn’t sleep• Amplifies your signal• Connects, engages and sells • Reach a global audience

Tips and Tactics for Content Marketing on a Social Web

• What is the Lie Some Marketers Tell You?

Tips and Tactics for Content Marketing on a Social Web

• The Lie!

The 10 Commandments of Content Marketing

The 10 commandments of Content Marketing

1. Focus2. Goals3. Embrace being a publisher4. Solve problems by informing & educating5. Entertain6. Be human7. Show don’t tell8. Publish everywhere9. Use Multimedia10.Include calls to action

Getting Started

What Content Should Be!

1. Great headline

2. Easy to read

3. Short and snappy

4. Visually strong

5. Mobile enabled

What Content Shouldn’t Be!

1. Boring

2. Long

3. One dimensional

4. Irrelevant

5. Offline

The Ultimate Content

The Ultimate Content

• Online Video: “Dynamite” Surfing

Online Video: 4 Keys for Viral Video

1. Congruency

2. Emotive strength

3. Network involvement

4. “Paired meme synergy”

Video Graphics: Social Media Revolution

Video Graphics: Social Media Revolution

Articles and Blog Posts

• Awesome headlines – Tempt and Tease• Great writing – be a story teller, find your voice• Good Structure – Sub Titles, Bullet Points• Educational – How To’s• Informative – News, Facts and Figures• Visual – Images, Infographics, Photos, Cartoons

Case Studies: Social Media Examiner & Copyblogger

Infographics

Images

Images

Photos

Photos

Finding Inspiration and Ideas for Content

1. Subscribe to the top blogs in your industry

2. Read inspiring books

3. Switch on your “Multi-Media” mind

4. Keep the iPhone handy (notes & photos)

5. Turn on the content ideas “Antenna”

6. Brainstorming sessions

Creating Multiple Media Content Types

• Ask the question?

“How can I communicate this with something other than words?”

Creating Content for Multiple Social Networks

Optimising your Content - What do you to optimise for?

• Search• Social• Short attention spans• Multimedia world• Mobile platforms

4 Keys to Optimizing Content

1. Ease of Reading and Viewing

2. Optimize for Sharing, Subscribing and Virality

3. Make it Addictive

4. Search

10 Tips for Addictive Content

1. Reviews2. Mega Lists3. How To’s4. Experts and Thought Leader Interviews 5. Case Studies6. Negative or Contrarian Stories7. Facts, Figures and Statistics8. News Stories9. Research10.Infographics

Supercharging Content from the Tribe – 3 Key Tactics

1. Guest Posts

2. Experts

3. Thought Leaders at Webinars

“Goal is to attract masses of people and deliver highly valuable content”

Promoting your Content – 7 Tips

• Remember “Organic is slow”

1. Supercharge it with Paid (SEM and SMM)2. Promote on Twitter3. Publish to Facebook4. Publish to LinkedIn5. Include Google+ 6. Stumble it!7. Don’t forget the Visual Networks (Pinterest, Quora, Instagram, Slideshare)

Creating a Content Schedule – Some Ideas!

• Content and Platform to publish to Facebook once a day• Tweet 10 times a day• Blog post daily or weekly• Video monthly• PowerPoint presentation to Slideshare monthly• White paper or eBook quarterly• Annual industry research or survey

Creating a Content Schedule: Twitter

Measuring Success

• Views• Retweets• Comments• Subscribers• Facebook Likes• Downloads• Leads• Sales

Case Studies: Super Stars of Content

Case Studies: Super Stars of Content

• Blog• E-Books• Marketing Hubs – Twitter, Blogging, Lead Generation• Marketing kits• Marketing videos• Weekly marketing video podcast• Webinars• White papers• Marketing studies and reports• Marketing tools – “Website Grader”

Case Studies: Super Stars of Content - Old Spice

• Video was their content of choice1. Keep Your Videos Short and Snappy2. Advertising into “Content” that is Easy to Share3. Make you Marketing Content Searchable4. Everywhere5. Respond in Real Time6. Used Other People’s and other Media’s Networks (for free)7. Use Social Media to Activate Mass Media8. Keep the Content Pumping9. Drive Engagement through Personalization10. If it Works Keep Repeating a Proven Formula

Case Studies: Zappos – Online Shoe Store

• The Content– 13 Blogs– Images– Crowd sourced Content with reviews– 50,000 Videos

Case Studies: Mr Porter

• The Content– The Journal – Online Magazine published weekly– Style Icons – David Bowie examples of style– Style Advice – Tips on shoes to wear and “the” watch to buy– Style Council – Tapping into powerful networks– Video Manual – Learning the art of smart yet informal dressing

If you still don’t think content marketing is important – consider this…• Coca Cola

– The Coca Cola 2020 Marketing Vision – Replacing “Creative Excellence with “Content Excellence”

Case Studies: Coca Cola

• 5 Lessons from Coca Cola’s New Content Marketing Strategy

– Lesson 1 - Create Liquid Content– Lesson 2 - Ensure your Content is Linked– Lesson 3 - Create Conversations– Lesson 4 - Move onto Dynamic Story Telling– Lesson 5 - Be Brave with Your Content Creation

Takeaways – Think like a publisher

Takeaways – Optimize your content

Takeaways – Market and Everywhere

Takeaways – Create Multimedia to engage everyone

Takeaways – Be relentless

Twitter: @JeffBullas