Download pdf - Integrating Content Marketing and Social Media Strategy

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Excerpts from

“Planning a Social Media Strategy Integrated with Content Marketing”

Mike BrownFounder | The Brainzooming Group

August 2014

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We help make smart organizations more successful by rapidly:

• Expanding theirstrategic options and

• Creating innovativeplans they canefficiently implement.

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Describing Your Target Audience with a Persona

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Interests

Seeking

Focus

Think

Know

Do

Work the “Think Know Do” Beat

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Should be Creative

Everyone’s Involved

Can be “Faked”Can be

Learned

Yields Better

Results

Is ImportantStrategic

Thinking

Mind Mapping ‐ Think

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Know

Behind the scenesExclusivesAssistance

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• What are you learning as an organization?

• How are you addressing industry issues?

• What customer service issues have you solved?

• How is your team working with customers?

• How does you improve your community?

• What does the team do outside work?

Do

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Business Development Beat

• What questions do prospects ask at each buying process stage?

• What questions do prospects NOT ask at each buying process stage?

• What triggers people to purchase your brand?

• What do people doubt about your brand that leads to losing business?

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The Analytics Beat

• Why do people reach your website?

• Where do they come from?

• Where do they go next?

• What content is getting them to spend the most time?

• What are competitors’ keywords?

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Potential Content Topics

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Involve the Audience1. Answer questions your customers

or readers have asked you.

2. Ask a question of your readers to see what they think.

3. Ask readers what they’d like to read.

4. Ask 5 customers in a row the same question and write their responses in a blog.

5. Interview a customer on concerns, challenges, and views on industry issues.

6. Look for blog titles from your industry and write your version of the topic.

7. Publish potential upcoming topics and let readers decide what they want to read.

8. Run an online survey for readers and report the results.

9. Share a question on Facebook or Google+ and use responses for a blog post.

10. Feature guest posts from clients.

11. Solicit guest blog posts from business partners.

12. Talk to customers at events and find out what their current challenges are.

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Sharing What Your Brand Knows13. Interview yourself on a topic.

14. Recap a past event.

15. Recap the results of a research report someone else published.

16. Report on a conference people from your company attended.

17. Reveal background info on things that make your organization successful.

18. Share really cool work your organization is doing.

19. Share the results of research your organization has completed.

20. Summarize what your organizations knows about a news topic.

21. Write about things your audience might not realize.

22. Write about what your organization does to serve customers.

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Teach Others23. Expand your thinking on a published

post so it is more teaching‐oriented.

24. Take a new angle on a topic you’ve written about already.

25. Teach a new technique or tips you’ve been using.

26. Write about something you learned in the last week to share with readers.

27. Demonstrate a process your company uses that is valuable for your audience.

28. Answer frequently asked questions that require video demonstrations.

29. Feature experts in your business sharing their knowledge.

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30. Make a long list of ideas your customers and readers can use.

31. Make a short list of steps readers can take to accomplish something.

32. Write anything allowing you to put a number in the title (it attracts readers).

33. Add additional items to a list you’ve already published.

34. List the types of customer problems you routinely solve.

35. List questions you’re getting in customer service.

36. Ask readers a question and report the answers in a list.

37. List the steps in a process readers could handle for themselves.

Make a List

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Share Opinions38. Write what your organization thinks

about a topic or a news story.

39. Disagree with a well‐known business perspective.

40. Write a response to an idea in a book relevant for your audience/industry.

41. Predict what your organization thinks will happen in the future.

42. React to opinions a competitor or an industry figure is discussing.

43. Review a book or magazine article you’ve read recently.

44. Review a fantastic product or service your organization uses.

45. Review a topic people are thinking about in your marketplace.

46. Share a half‐baked idea to see if readers can finish baking it.

47. Write a blog post that’s 80% done and allow readers to finish it.

48. Write about something completely obvious as if you’re the first to think of it.

49. Write about something completely obvious in a new way.

50. Write about anything to interest readers more than recent topics.

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Have Your People Personalize It51. Complain about a personal recent

customer experience relevant to your audience.

52. Share an anecdote from your organization.

53. Talk honestly about an issue where your organization is struggling to improve.

54. Thank a customer who has been loyal to your business.

55. Write about the most interesting thing that happened in your organization today, yesterday, or this week.

56. Write about what inspires your organization and its people.

57. Cover community activities your organization supports.

58. Create a post that’s slightly more or less outrageous than the typical content.

59. Write something dramatically more or less outrageous than what you typically write.

60. Write something that allows you to name drop customers who will share it within their networks.

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Use Video and Images61. Video executives sharing brief

commentaries.

62. Video a demonstration relevant for your audience.

63. Video an interview with a work colleague or business partner.

64. Ask 5 customers to answer the same question on video.

65. Use photos from corporate events or customer interactions.

66. Feature photos of interesting things your organization DOES.

67. Video a customer talking about its business.

68. Have two customers interview each other.

69. Video a day in the life of your customer service organization.

70. Shoot a short video with reasons why others should Like your Facebook page.

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Repurpose Content71. Combine shorter posts from your

organization’s blog into a longer one.

72. Expand a comment from another blog into a full blog post.

73. Group tweets from your organization into a list or other blog post.

74. Organize and refresh in new ways relevant information that’s already been published.

75. Publish links from your blog to make it easier to find everything on a topic.

76. Publish a presentation from your organization on Slideshare to embed in a blog.

77. Re‐edit and freshen something already written with new content.

78. Re‐run the most popular post(s) your organization has shared.

79. Share an intriguing video with comments to give your thoughts about it.

80. Write up the points covered in a slide from a Powerpointpresentation.

81. Embed a funny or on‐target cartoon.

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The Sales Continuum

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• Non‐exclusive offers (A deal for everybody)

• Giveaways (Something for engaging)

• Sharing content for information (Permission to keep talking)

• Peaking interest (Sneak looks at product)

• Micro‐advertising (Links to ads)

• Exclusive offers (Deals for those acting)

• Direct response (Click the link to buy)

• Proactive outreach (We can meet your need)

• All Deals, All the Time (Dell – nothing but deals)

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We help make smart organizations more successful by rapidly:

• Expanding theirstrategic options and

• Creating innovativeplans they canefficiently implement.

Brainzooming™


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Email: [email protected]: @BrainzoomingPhone: 816‐509‐5320