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tunnel 7 Design Marketing Optimization
Developing your Content Strategy for Social Media
(and Beyond!)MSBDC
November 19, 2015
tunnel 7 Design Marketing Optimization
OverviewIntroductions
What Is Content Strategy?
Developing Your Content Strategy
What It Looks Like In The Wild
How Do I Know It’s Working?
Q&A
tunnel 7 Design Marketing Optimization
Who Am I?derek allard, Tunnel 7
Website design / internet marketing / optimization
Maximize return on investment
I help organizations succeed online
tunnel 7 Design Marketing Optimization
Who Are You?Your name, business, what you do
Do you currently have a content strategy in place for your business?
tunnel 7 Design Marketing Optimization
Workshop MaterialsHandout and presentation slides: tunnel7.com/msbdc-nov2015
tunnel 7 Design Marketing Optimization
Having A PlanTakes the guess work out of content creation
Informs where this created content should live
Based on your business goals and your audience
Plan will adapt over time
tunnel 7 Design Marketing Optimization
Developing ContentFocuses you on what is needed (stop wasting time)
Articles, tweets, posts, videos, infographics …
Helps you look at the big picture
Identifies who will be developing content as well
tunnel 7 Design Marketing Optimization
Analyze and AdaptNobody gets it right the first time
Analyze what works and what doesn't
Success = engaging audience to achieve your goals
Fail faster
tunnel 7 Design Marketing Optimization
Built On Goals / AudienceKnowing who you are talking to will make your messaging much clearer
Tone, language, design, colors, layouts … all will differ depending on your audience
Always, always, always let your goals be the foundation
tunnel 7 Design Marketing Optimization
What Is Your Message?What benefits do you offer compared to your competition?
What makes you unique in the space that you are in?
Questions like this often lead not only to great content but the start of a solid strategy
Are you targeting particular keywords for search engines?
tunnel 7 Design Marketing Optimization
Decide On Social ChannelsTwitter
YouTube
Others?
tunnel 7 Design Marketing Optimization
Don’t ForgetYour Website
Email Marketing
Paid Advertising
Print / Media Advertising
tunnel 7 Design Marketing Optimization
Define WhoWho will be responsible for creating the content?
Who will be responsible for publishing?
Who will be responsible for interacting with audience?
Who is reviewing/managing the website content?
Be realistic about your strategy based on your resources
tunnel 7 Design Marketing Optimization
Define WhenHow often will we post on social media?
When will we write a new blog post for the website?
When will we send email marketing out?
When will we rely on paid advertising for promotion?
Again, takes the guesswork away
tunnel 7 Design Marketing Optimization
It Unifies Across AllHaving a content strategy will help you have one unified message / tone / style across all channels
In so doing it reinforces your benefits and your messaging for your business
Leads to more sales / leads / conversions / increased audience
tunnel 7 Design Marketing Optimization
RepurosingPerfectly fine to have content across multiple channels
Perfectly fine to reuse successful older content (posting successful call to action on social channels, etc.)
Don’t worry about overwhelming with the same message if that message is effective
tunnel 7 Design Marketing Optimization
The Hub and SpokesYour website is the hub of all marketing efforts
Driving traffic to your website for specific actions
Are those actions in place? Is your website converting well?
Focus on successful conversions to see if your content strategy is working
tunnel 7 Design Marketing Optimization
Some BackgroundGoals = enter contest, sign up for access to their database of curated writing contests
Audience = established and aspiring writers looking for recognition for their work
Strategy = Become the go to source for finding out about legitimate writing contests
tunnel 7 Design Marketing Optimization
HCRTC exampleShow how one piece of content can be repurposed in many ways
tunnel 7 Design Marketing Optimization
HCRTC exampleShow how one piece of content can be repurposed in many ways
tunnel 7 Design Marketing Optimization
HCRTC exampleShow how one piece of content can be repurposed in many ways
tunnel 7 Design Marketing Optimization
HCRTC exampleShow how one piece of content can be repurposed in many ways
tunnel 7 Design Marketing Optimization
HCRTC exampleShow how one piece of content can be repurposed in many ways
tunnel 7 Design Marketing Optimization
The ApproachThey’re not chasing every channel and every option
They’re focused on really 2 specific goals and have developed a content strategy specific to writers
Provide information of value to the audience and become the go to resource for contests
Translates into more signups and contest entries
tunnel 7 Design Marketing Optimization
Leverage AnalyticsWill show what sources of traffic are the best both in terms of volume and conversions
Will make decisions about channels to leverage and campaigns to undertake much smarter
Takes a lot of the guesswork out of your content strategy
tunnel 7 Design Marketing Optimization
Look At NumbersAre there more sales / leads / conversions from your efforts?
Are you closer to your business goals for these efforts?
Should have a positive effect on the bottom line for your business
tunnel 7 Design Marketing Optimization
Success Looks LikeDropping channels and efforts that are not effective
More engaged audience / more sales for the business
Doing less with more
Turning your content strategy into a well oiled machine where everyone knows their role and responsibility
tunnel 7 Design Marketing Optimization
TakeawaysA content strategy will take the guesswork out of content
Build your strategy around your goals and audience
What is unique about you? What are your benefits?
Focus only on channels that are working for you
Analyze and adapt as you evolve your strategy - fail faster!
Use your editorial calendar to simplify the process
tunnel 7 Design Marketing Optimization
Thank YouAll websites have room for improvement - Google Analytics will show the way
Set up goals to more accurately (and easily) track successes and failures
Focus only on those reports that are relevant to your website
Ask Me Questions [email protected] | Tunnel 7 | 413.282.9957
twitter.com/derekallard facebook.com/tunnel7 linkedin.com/in/derekallard