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Think Like A Journalist
Presenter: Michelle West, Chamber Speak
www.chamberspeak.com
Fabulous Prizes! Chamber Content
Solutions• 5 Free Articles
(a $145 value)
So affordable, so easy, it just might inspire a
happy dance!
Fabulous Prizes!
Comprehensive Online Course plus a DIY Video Starter Kit!
Fabulous Prizes! A Free Networking
Webinar for your members by Sandy J.
Kaminski
PlusA copy of Sandy’s
book – I’m At A Networking Event,
Now What?
Throwback Thursday!
#TBT
COMPETITION
BEATING THE COMPETITION
• Best Content• Fastest
• Most Trustworthy• Likeable
LACK OF UNDERSTANDING
LITTLE THINGS ADD UP…
DEFINING “CONTENT”
Blog articles Print articles Microblog (e.g. Tweets) Email Newsletters (Print or
Digital) Webinars Infographics Memes
Video Guides Business Book Reviews How-tos Lists Research/original data Podcasts Slide Share
Presentations
TOP CHALLENGES FOR CONTENT MARKETERS
Creating quality content
Producing content on a regular basis
KNOW YOUR AUDIENCE
REALLY TRY TO KNOW THEM….
NEWS JUDGMENT
ESTABLISH A GUIDING PRINCIPAL
How am I going to help a small business
today?
What they want to know/what they need to know
MIX IT UP…
ANGLES & ARMADILLOS
FINDING AN ANGLE
Think Like A Journalist
QUARTERLY THEMES
QUARTERLY THEME: NETWORKING
THE 9 LIVES OF A SINGLE TOPIC
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#1
Blog article
“Five Tips to Help You Get the Most Out of Your Next Networking
Experience”
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#2
Break the blog article into five social media posts.
(link back to the blog article for more info)
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#3 – Create and share an
Infographic – How to Work a Room
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#4
Blog article – Six Never Fail Conversation Starters
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING
#5Create a Meme
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#6
Fun Facebook quiz – Are you a master networker?
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#7
Share member survey results on the subject of networking
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#8
Social Media Post – The history of the business card
THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#9
Shoot & Post a Video - How to Follow Up After a Networking
Event
Build an idea factory.
EDITORIAL CALENDAR
Automated Posts Appear Automated.
I posted 28 photos to Facebook.
Aug 14
Is It Working?
Evergreen Content
Think Like A Journalist
70% percent of consumers say content marketing makes them
feel closer to the company delivering the content, while 60 % say that company content
helps them make better product decisions.
Content Marketing for Chambers
A Practical Approach:
What Are Your Goals?
Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
What form? How often?
Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
What form? How often? How will you decide on
topics?
Content Marketing for Chambers
A Practical Approach: Strategy
Use quarterly themes as a starting point.
Content Marketing for Chambers
A Practical Approach: Strategy
Use quarterly themes as a starting point.
What message(s) do you want to deliver?
Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar
Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar What kinds of content will
you create?
Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar What kinds of content will
you create? How will you deliver it?
Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar What kinds of content will
you create? How will you deliver it? How often will you deliver
it?
Content Marketing for Chambers
A Practical Approach: Keeping the Pace
Continuous flow of ideas is essential
Content Marketing for Chambers
A Practical Approach: Keeping the Pace
Continuous flow of ideas is essential
Find different angles
Content Marketing for Chambers
A Practical Approach: Keeping the Pace
Continuous flow of ideas is essential
Find different angles Repurpose content
Content Marketing for Chambers
A Practical Approach: Promoting Your Content Email Social media Blog Website In person Print
Content Marketing for Chambers
A Practical Approach: Measuring Success
Goals? How frequently will you
collect data? What key performance
indicators will you use to measure success?
Content Marketing for Chambers
Goal Possible Metric
Brand Awareness Website traffic – page views – video views – document downloads/views – social chatter - shares
Engagement Blog comments – likes, shares, tweets, +1s, pins - forwards
Lead generation Form completion – email subscriptions
Content Marketing for Chambers
A Practical Approach: Measuring Success
Track links through www.bitly.com
Constant Contact insights
Content Marketing for Chambers
A Practical Approach: My Process
Publish blog article Promote via email
with link back to the article
Post link on Twitter & Linked In
Content Marketing for Chambers – The Nine Lives of
a Single Topic
Networking
The Nine Lives of a Single Topic
Quarterly Theme: Networking #1 – Blog article
“Five Tips to Help You Get the Most Out of Your
Next Networking Experience”
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#2 – Break the blog article into five social
media posts.(link back to the blog article for more info)
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#3 – Create an Infographic – How to
Work a Room
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#4 – Member Testimonialon the value of
networking through the chamber
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#5 – Blog article – Five Never Fail Conversation
Starters
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#6 – Break the blog into five social media posts (with links back to the
original article)
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#7 – Create a Meme
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#8 – Fun Facebook quiz – Are you a master
networker?
The Nine Lives of a Single Topic
Quarterly Theme: Networking
#9 – Share member survey results on the subject of networking
Content Marketing for Chambers – The Nine Lives of
a Single Topic
Presenter: Michelle West, Chamber Speak
