Content strategy webinar: Maturing your Social Media for Synagogues

Visual Storytelling

Paid Media

Communicating for Social

Content Strategy

Paid Media

Crowdfunding

Welcome, context, Briana intro and goals

What is a brand?

What is content?

Introduction to editorial calendars

● Briana Kerensky○ Digital Project Manager, See3 Communications○ Digital Marketing Instructor, General Assembly DC

● Favorite digital marketing topics:○ Marketing for nonprofits○ Storytelling○ Editorial calendars

● Avid traveler, baker, hiker, 30 Rock & Parks and Rec re-watcher

● Learn about brand voice and positioning in digital content.

● Learn about the value of planning content in advance, and how to best go about it via editorial calendars.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

-- Seth Godin

It’s not what you think it is.

It’s what your audience says it is.

“A tone that both embodies and expresses a brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world.”

-- Harriet Cummings

● Distinctive ● Recognizable ● Unique

Does your Audience:● Use regional slang? ● Have their own jargon?● Know how to use hashtags?

Think about how your audience speaks and what makes them listen. Be the voice that makes them listen.

Different Brands Have Different Voices

Any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides, Q&As, photos, etc.

“It’s marketing that doesn’t suck. In fact, it’s marketing that is helpful to its audience.”

- CoSchedule

The key to great, helpful content is connecting with your audience.

Point-of-Sale Marketing CopyWhat’s the difference? When would you use one over the other?

Functional Copy

What can a blog or newsletter accomplish?

● Storytelling, storytelling, storytelling

● Show the people who keep the lights on

● Take people behind-the-scenes● FAQ’s● Crisis communications● Announcements● Your perspective on hot topics

No. You can also accomplish a lot of these things with social media.

Don’t give yourself extra work if it’s not going to pay off.

Determine the best tools for your audience.

Does every synagogue need a blog?

Remember Your Toolbox

An editorial calendar provides a “bird’s eye view” into your content strategy. It helps you plan content in advance and figure out...

● What is coming up that you need to promote? ○ Purim Carnival, preschool

registration, pet friendly Shabbat service, etc.

● What’s in the news that you can take advantage of? The Oscars, elections in Israel, etc.

● Regularly schedule content and don’t leave “awkward silences” on your content channels.

● Plan around “peak” times for audience engagement.

● Create deadlines for content creation. Planning in advance gives you more time to write/design content, get stakeholder approval, and BE CREATIVE.

● Does the same message need to go on different channels?

● Do you have a particular audience you want to share this with?

● Is this content designed for a specific platform?

● Key messaging and timeline● Goals● Authors and deadlines

○ Make people feel responsible for finishing their work and getting it online

● Social media posts● Remember to RECYCLE● Blog posts/new web content ● emails

● Content shared from other sources

○ Content worth sharing will typically fall into your lap.○ Adding time to share content in your calendar serves as a reminder and

makes the Facebook robots happy.● Internal/External events

○ When is your office closed? Will you need to schedule content in advance that day?

○ Are there any holidays or external events you can take advantage of?

Want to chat about content strategy? Email me at bkerensky@see3.com

Thank you to SYNERGY and UJA-Federation of New York for their support of this webinar series.

● Crowdfunding: March 29, 1-2pm eastern

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