Content marketing on social media

Content Marketing on Social Media

Sarah Wang Apr.17th, 2014 @Sarah_021Wang #SMContentMKT

Introduction Share with #SMContentMKT

What’s Content Marketing?

Ê  Share with #SMContentMKT

-‐-‐ Content Marketing Institute

Why Content Marketing?


Content is King

Ê  Differentiate Yourself from Everybody Else

Ê  Audience’s Distracted Attention

Ê  People share contents, not pr0motions

Ê  Life and Value of Your Brand

Ê  Keep Your Brand Relevant


Content Shock Theory


Ê  “The emerging marketing epoch defined when exponentially

increasing volumes of content intersect our limited human

capacity to consume it.”

-- Mark Schaefer

So combat it!


Why Social Media?

Ê  Go Where Your Consumers Are

Ê  Most Bank For Your Buck

Ê  Two-‐way Communication

Ê  No Device Switching

Ê  Bring WOM To A New Level

Ê  Help Your Other Methods


Research Question Ê  Share with #SMContentMKT

Research Questions

Ê The Role of Social Media in Content Marketing

Ê The No.1 Rule in SMCM

Ê The No.1 Mistake to Avoid in SMCM

Ê The Challenges Brought by Social Media


Interviews Ê  Share with #SMContentMKT

Robert Rose @Robert_Rose Chief Strategist Content Marketing Institute


Cathy McPhillips @cmcphillips

Marketing Director

Content Marketing Instititute


Chris Makara @ChrisMakara

Interactive Marketing & Social Strategist

Ciked.com


The Role of Social Media

Ê  Robert Rose: It’s the gasoline on your fire. Set a fire with your content -‐ and use social as gasoline to fuel it.

Ê  Cathy McPhillips: Social Media are the channels to distribute your content. Without social media and other distribution points, your content marketing is just content.

Ê  Chris Makara: Social allows you to promote your content to your audience in just a few clicks and see instant results/success/failures.

The Role of Social Media

Ê  Insight Source

Ê  Content Source

Ê  Display Platform

Ê  Distribute Channel

Ê  Amplifier

Ê  Feedback

Ê  Measurement

Ê  Help Fight Content Shock


The No.1 Rule in SMCM

Ê  Robert Rose: Document your plan and understand your strategy before you begin.

Ê  Cathy McPhillips: You don’t need to be everywhere. Focus on channels where your audience spends time. Excel in these channels before you branch out to others.

Ê  Chris Makara: By creating content and messaging that avoids jargon and industry acronyms, you will have a better chance at relating to more people.


The Biggest Mistake in SMCM

Ê  Robert Rose: Not focused on building an audience, but rather trying to draw a direct line from content to sales.

Ê  Cathy McPhillips: Don’t just broadcast your content to your audience. Give your customers ways to engage and don’t always make it about you.

Ê  Chris Makara: To think that posting a tweet or status update just once is enough to drive results.


Challenge Brought by Social Media

Ê  Robert Rose: It is becoming a destination rather than as a

way to draw people back into your owned platforms, actually

making it harder to reach the community.

Ê  Cathy McPhillips: It is important to remember that users of

various channels consume content in different ways.

Ê  Chris Makara: To successfully measure the success of your

efforts.


Case Studies Share with #SMContentMKT

Case Study: Lowe’s Fix in Six Social Media Platform: Vine By: BBDO New York Year: 2013


Case Study: Oreo Daily Twist Social Media Platform: Twitter, Facebook By: 360i Year: 2012 Ê  Share with #SMContentMKT

Summary Share with #SMContentMKT


Social Content

Ø  #SMContentMKT

Ø  @Sarah_021Wang

Ø  [email protected]

Content marketing on social media

Marketing

Transcript of Content marketing on social media