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8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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SMXLondon#21A
CONTENT PEOPLE WANTTips for Creating Content People Will Love and Share
Craig Lister
Head of Reprise Media UK & EMEA
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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SMXLondon#21A
Craig Lister
Head of Reprise Media UK & EMEA
IP ME!IA"RA#!S
@craig_reprise
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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SMXLondon#21A
In order to $e s%essf%l' SE(' soial )edia and ontent )ar*eting
sho%ld all +or* olla$orativel,-
Optimized Content Marketing
Content
Marketing
SocialMedia
SEO
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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SMXLondon#21A
In media terms !o"r a"dienceis cons"mingmore# more content
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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SMXLondon#21A
W$en askedpeople
arenot
satis%ied
&it$ content
%rom'rands
What.
The ontent is not al+a,s relevant to +hat I +ant
Where.
The ontent is not in the hannels that I fre/%ent
When.
The ontent is onl, availa$le +hen the $rand +ants to tell )e
so)ething
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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SMXLondon#21A
Content Most Likel! to 'e S$ared
Consider +hat ontent ,o%r a%diene +ill organiall, share-
St%d, done $, UM London+++-little$oo*of%riosit,-o-%*0L"(C
123
Ma*es 4o% La%gh
Co))ent on 5riend6s Stat%s
(ffers !iso%nts & 7o%hers 4o%r 5riends
Wo%ld Li*e It
Relates to 4o%r Passions & Interests Tells 4o%
So)ething #e+
893 8:3
2;3 2
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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W$at People Talk A'o"t (ace to (ace
!on6t forget a$o%t fae=to=fae onversations>
St%d, done $, UM London+++-little$oo*of%riosit,-o-%*0L"(C
#e+s
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
8/25SMXLondon#21A
T$e )olden *"le
Treat Others the
Way You Want to be
Treated.
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
9/25SMXLondon#21A
!on6t reate the ontent ,o% or ,o%r o)pan, +ants- Create +hat ,o%r %rrent and potential %sto)ers +ant-
T$e Platin"m *"le
Treat Others the
WayTHEYWant to be
Treated.
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
10/25SMXLondon#21A
Use the data to *no+ +hat topis and t,pes of ontent ,o%r a%diene li*es-
+no& W$at Content ,o"r Target A"dience Likes
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
11/25SMXLondon#21A
W$! People -nlike a .rand Page
Thin* a$o%t ,o%r fans and +hat THE4 +ant if ,o% +ant to *eep the) aro%nd>
St%d, done $, UM London+++-little$oo*of%riosit,-o-%*0L"(C
Anno!ing # Irrele/ant Content
Lets ,o" 0o&n
Original Competition 1as Ended
(ake .e$a/io"r
(orgot Original Attraction
Page 0ormant
0.45
0.27
0.24
0.22
0.21
0.11
http://www.littlebookofcuriosity.co.uk/http://www.littlebookofcuriosity.co.uk/8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
12/25SMXLondon#21A
Aording to Ton, Ro$$ins' these are the f%nda)ental needs +e all have in o))on and all$ehavio%ris an atte)pt to )eet these
needs-
)ood Content Will Appeal to an Emotional Need
6 Human
Needs
Certaint,
7ariet,
Signi@ane
Love
Connetion
ro+th
Contri$%tion
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
13/25SMXLondon#21A
4o%r fans sho%ld *no+ +hat to eBpet fro) ,o%r ontent-
Certaint!
http.speialneedsparenting-netertaint,=ris*
http://specialneedsparenting.net/certainty-risk/http://specialneedsparenting.net/certainty-risk/http://specialneedsparenting.net/certainty-risk/8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
14/25SMXLondon#21A
!on6t let ,o%r ontent get $oring and stale- MiB it %p and *eep it fresh>
-ncertaint! 2 3ariet!
http.+++-vietna)pl%s-vna%stralia=h%,en=h%ong=B%at=*ha%=hoa=/%a=sang=ha%=a8::11-vnp
http://www.vietnamplus.vn/australia-chuyen-huong-xuat-khau-hoa-qua-sang-chau-a/255033.vnphttp://www.vietnamplus.vn/australia-chuyen-huong-xuat-khau-hoa-qua-sang-chau-a/255033.vnphttp://www.vietnamplus.vn/australia-chuyen-huong-xuat-khau-hoa-qua-sang-chau-a/255033.vnp8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
15/25SMXLondon#21A
Ma*e ,o%r fans feel speial>
Signi%icance
http.olds+eet+aterottage-$logspot-o)821ro+n=)e-ht)l
http://oldsweetwatercottage.blogspot.com/2010/03/crown-me.htmlhttp://oldsweetwatercottage.blogspot.com/2010/03/crown-me.htmlhttp://oldsweetwatercottage.blogspot.com/2010/03/crown-me.html8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
16/25SMXLondon#21A
ive ,o%r fans )ore reasons to love ,o%r o)pan, and a o))%nit, +here the, an $ond +ith one another
Connection 2 Lo/e
http.$rav%rasol%tions-o)$log82828reating=an=e)otional=onnetion=+ith=retire)ent=savings
http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
17/25SMXLondon#21A
Create ontent that is infor)ative and %sef%l-
)ro&t$
http.+++-integrit,)-o)$log82828a=si)ple=philosoph,=gro+th=solves=all=pro$le)s
http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
18/25SMXLondon#21A
ive ,o%r a%diene opport%nities to help-
Contri'"tion
http.+++-far)erss%pportinitiative-org-%*ontri$%te
http://www.farmerssupportinitiative.org.uk/contributehttp://www.farmerssupportinitiative.org.uk/contributehttp://www.farmerssupportinitiative.org.uk/contribute8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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T1E CONTE4T
A *e, )o)ent in AT&T6s %sto)er Do%rne, is +hen a *id )oves
off their fa)il, plan and gets their o+n for the @rst ti)e-
AT&T $attles to $e relevant or li*ed $, *ids at this *e, )o)ent
29=8F
This a%diene is also rede@ning ho+ the, ons%)e
entertain)ent- 5or eBa)ple. the, li*e so)etvsho+s $%t
ons%)e the) on their o+n ter)sF
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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W1AT MA+ES
T1IS C*EATI3EL, INNO3ATI3E
-Rea ltimerea lity-Mixed media
-Always on
-Multiple points of view
-Multiple platform s
-
Audience feedback drivesthe story
8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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1'12Glikes
21?comments
?':?9likes
!S"A$AM
2'8
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8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister
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#et Pro)oter Soreagainst the entire target not D%st those +ho engaged +ith sho+F
inreased $,;3
:3 #PSfans and follo+ers
13 #PSfriends offans and follo+ers
AN0 MOST O( ALL5
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@ c ra ig_ re p rise
Thank
You!