Building Your Content Strategy: A Rough Guide 1. Define your audience and the needs of your target audience that might bring them to your business – to fix or fill a need. Your subject area will typically be fairly broad and might cover several audience needs or problems. The core topic. 2. Break “the core topic” into smaller topics. 3. You might just ask your audience what kind of content they would like you to provide for them. 4. Analyze audience response to your existing content using analytics to answer the following questions:

a) What is your most popular content? b) Who reads that content? c) Why do those audience members gravitate to that kind of content (topic, style, platform)? d) Why is this topic interesting? e) How does it help your readers?

5. Make a chart of the topics you have identified and match it to the communication platforms you use to communicate with your audience. FINALLY: Implement (at least 30 days), analyze effectiveness, refine and do it again.

Working With The Strengths of The Medium’s Anatomy Facebook

1. Highlights – Star Button on a post, turns it into a cover photo (photo album or graphic) 2. Pin to Top – First thing people see when they visit your FB page 3. Cover photo & Profile photo – Large real estate, get creative with it 4. Company tagging – great link backs and positive PR 5. Friend tagging – great for post amplification upon their permission 6. Facebook Event – great for fast sharing but not guaranteeing attendance 7. Facebook plugins – great one is Woobox for retail or MenuTab for restaurants 8. Share – Sharing is Supporting/Caring, liking your post is okay but if you can get people to

share your posts/content that is astounding! Shoot for sharing, not so much liking. 9. Reply – New way of responding directly to one person in the thread vs everyone on the thread,

engaging and higher chance of turning 10. Facebook Advertising – Social reach feature much more effective, however only when you’ve

built an engaged audience. Great to go concurrent with a campaign you’re working on.

Twitter 1. Tweet chats using # tag - Conversational and immediate, try starting your own tweetchat or

participate in one (all online) 2. @ tagging – Get the attention of the individual you are reaching out to 3. # tag – Categorization of the tweet which makes it easier to search and track but get people to

talk about a specific topic 4. Tweetups – Bringing people face to face in your store but this is your ROE, not raw salmon

eggs but your Return on Engagement LinkedIn

1. Groups – Set yourself up as the credible expert that you know you are for your area by participating in discussions or contributing to discussions

2. Connect – Connect online with others, don’t just say yes – learn more, personalize it 3. Profile – Complete your profile for search-ability and also setting your accolades out there for

online first impressions 4. Status – Great way to let people know something of value, be it a news story or seeking a

vendor or to hire etc Pinterest

1. Boards – Great way to categorize interests/content as you pin 2. Pins – links back to your website, the more people pin your stuff the better 3. Other pins – Passive way for others to explore your site 4. Comment – Great way to get feedback on a board/pin you created, it also gets shared with

others YouTube

1. Great SEO built in because of Google 2. Friendly plug-in to various other sites and share-able 3. Built for commentary 4. Engaging content, not viral content

Some Good Resources To Know SEO & Analytics adwords.google.com - Helps you discover impact of keywords google.com/analytics – Free tool to uncover social and web analytics Social Media Management Tools Hootsuite.com TweetDeck.com SproutSocial.com Bufferapp.com SocialOomph.com Reading Resources Mashable.com – popular resource for trends, reviews and more Socialmediaexaminer.com – reviews and trends in social media Socialmediatoday.com – lots of great beginner information and etiquette information Hubspot.com – great for dedicated guides PEW Internet – great research analytics and market trends FastCompany.com – great for large scale ideas that you can localize Good Tweetchats to Check Out Here is the master list: http://list.ly/list/102-all-about-twitter-chat-sessions Check out “Welcome to Google Docs Listing of Twitter Chat Schedule” for exact days/times and how to follow the conversation or even who to talk to about it #mmchat – Marketing Monday, marketing professionals all over the world network online #SmallBizChat – Open chat session for small businesses to network online #foodiechats – Weekly chat bringing the foodie community together