Content Marketing Strategies
Prepared by: Brian V. Matson TwoSix Digital
Senior Director of Strategy & Education Twitter: @BVMatson #PureMichiganEDU
ETC
Content Planning Basics
3 SIMPLE CHECKLISTS
#PureMichiganEDU
• Daily • Weekly
• Monthly
1. Post on Facebook 2. Like an Instagram 3. Share an old blog
Daily
Include an action on all of your current channels Cross promote content from channel to channel
Put engagement in the mix of actions
Weekly
Enable discovery across multiple channels Place curation into the weekly mix
Set yourself up for success next week
Monthly
Cross promote accounts from channel to channel Set yourself up for success
Refine your planning practices
Daily Themes
Focused Decision-Making Well-Rounded Storytelling Built-In Engagement
#PureMichiganEDU
Monday
Missed out Monday
Tuesday
Blog Promotion
Wednesday
Where is it Wednesday
Thursday
Throwback Thursday
Friday
Foto Friday
Weekends
Interaction & Curated Content
Monday
Merchandise Monday
Tuesday
Deal Day
Wednesday
How it’s Made
Thursday
Throwback Thursday
Friday
Curated Food Shot
Weekends
Interaction & Curated Content
CVB
Restaurant
Monday
Fan Photos
Tuesday
Blog Promotion
Wednesday
What is it? Wednesday
Thursday
Throwback Thursday
Friday
Find it Friday
Weekends
Interaction & Curated Content
Monday
Tips
Tuesday
Deal Day
Wednesday
Our Team’s Favorites
Thursday
Throwback Thursday
Friday
Testimonial
Weekends
Interaction & Curated Content
Attractions
Services
The 5
Rule
“For every piece of content you create look for FIVE ways that you can either extend the story, share the story or integrate the story into other channels.” -The Five Rule
1. Post to Facebook
2. Add to Instagram
3. Embed into a relevant blog
4. Tweet the blog
5. Add it to Pinterest
1. Post on Facebook
2. Include in the next e-newsletter
3. Add links to related blog posts
4. Link images to albums
on social networks
5. Add it to a listing on the website
THE
3 RULE
K.I.S.S. 30-Day Content Planning Process
#PureMichiganEDU
National Days Events
Blogs & Articles Social Media Posts
A formula for the development of a prioritized, 30-day content plan.
Plan Develop Deploy
The K.I.S.S. Content Calendar
Step One: Identify a handful of national days to add to your calendar.
Cinco De
Mayo
National Bike to
Work Day
National Hamburger
Day
National Apple Pie
Day
www.nationaldaycalendar.com
National Hamburger
Day
National Apple Pie
Day
PRE PROMO EVENT
PRE PROMO EVENT
MAJOR EVENT
MAJOR EVENT
Step Two: Plot the month’s major events with a three day pre-promotion period and a post for the day of the event.
PRE PROMOTION
PRE PROMOTION
The K.I.S.S. Content Calendar
Step Three: Plot the month’s blog posts or articles into the calendar.
BLOG
BLOG
BLOG
The K.I.S.S. Content Calendar
Monday
Fan Photos
Tuesday
Tips & Testimonials
Wednesday
What is it? Wednesday
Thursday
Throwback Thursday
Friday
Find it Friday
Weekends
Interaction & Curated Content
Interactive
Promotional/Traffic Builder
Curated
Interactive
Promotional/ Traffic Driver
33%
33% 33%
What is most important?
COMMUNITY
Create a Culture of Sharing
#Picsilanti
Ask
THEY WILL LET YOU KNOW…
THEN YOU NEED TO TELL THEIR STORY
Create a Clickable Story
Case Study
#ExploreBranson
Explore Branson: Content Curation
User-Generated Content
Explore Branson: Instagram Video
The 5
Rule
Explore Branson: Content/Blog
Explore Branson: Content Curation
Canvas Prints
#WarmFuzzies