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Content Strategy
What the what?
Mandy StahlCommunity Manager
@MandyStahl
What?
http://www.slideshare.net/KMcGrane/content-strategy-content-is-king
Why content strategy?
• How are you talking to your community/potential attendees?
• Give them information they want/need to keep them engaged with you
• Stop just asking them to buy from you
• Make use of all of your resources• Unique experiences in each platform
Questions to ask yourself:
http://www.slideshare.net/KMcGrane/content-strategy-content-is-king
Where does content come from?
Where does content come from?
Where does content come from?
Editorial Dept• Magazine + Onsite News
Marketing Dept• Printed pieces + Website
languageLearning Dept• Session tracks and general
session speakersExpo Dept• Logistics + special event
informationPublic Relations Dept• What’s in the news about
conference/industryMember services Dept• Volunteer activity
Foundation/Policy Depts• Fundraising Events
Rule #1 Lesson for Working world
Rule #1
People are inherently lazy.
Rule #1
People are inherently lazy.
Yes, you too.
Me too.
What?
• Write 2-3 sentences at most• Videos and pictures are essential• Links with thumbnail pictures• Ask open ended questions• Pull relevant news articles
Facebook Questions
• What was your favorite part of last year’s conference?
• What are you most looking forward to?• How will you be traveling to the conference?• What is your favorite takeaway from today’s
general session?• What was your favorite “What ___ say meme?”• What is your favorite conference food?• Have you been to ____ city before? Have any
suggestions for other attendees?
Great Facebook Resources
• Allfacebook.com
• 140 Characters max (duh)• Leave room for RT characters so max at 120• Shorten your links• Use consistent abbreviations– Association International Conference– Assoc. Intl Conference– Assoc Int’l Conf
• Always include conference hashtag• Use industry recognized hashtags • Ask questions
Website
• Updated content keeps homepage from looking stale
• Gives reason to visit site again
• Chance to highlight other portions of event
YouTube
• Can cross-promote on Facebook• Ask speakers to do own promotional
videos for their sessions• Quality
Okay, now what?
Set expectations
• Facebook – 1-2 posts per week – 2-3 posts per week for last 2 months
• Tweets– 1-2 per week 6 months out– 3-4 for last 2 months
• Website What’s New– 1 per week for last 2 months
Content List
• Brainstorming with all teams• Shared content list• Talk through each platform for each
week• Shared calendar with colors by post
type• Work through writing for each
platform with marketing manager
• Keep content team motivated • Share stats on previous weeks’ posts• Show them when their ideas work• Share updated list per week
Engage Volunteers
• Detailed list of suggestions for interaction for both speakers and volunteer groups
• Post on Twitter once per week using the hashtag #ASAE12
• Like the ASAE Annual Page: www.facebook.com/asaeannual– “I’m looking forward to #ASAE12 because I will
get to see @MandyStahl!”– “When you are making your schedule for
#ASAE12 make sure to put my session on XX at XX. It will change your life!”
Define Success
• Facebook–# of likes or # of interactions
• Twitter–# of tweets using hashtag
• Private network–# of people–# of member lead conversations
After conference
• Plan for wrap-up content• Emails• Tweets review• Continue to encourage attendees to
share on FB• Okay if not going 100% all year
End
• Take a nap. You deserve it.
Thank you!
• Tweet me with any questions: @MandyStahl
• Can also be reached on any of my social channels at www.mandystahl.com
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