Winning with content

#SMW2017 MASTERCLASS PRESENTED BY

FEMI FALODUN

Key points● Content creation and management for impact

and engagement

● How does content translate into impact?

● Audience vs Content - Which is king?

WHAT IS CONTENT MARKETING?A marketing program that centers on creating, publishing, and distributing useful content for a target audience -- usually online -- with the ultimate goal of attracting new customers.

SOME CATEGORIES CONTENT THAT WORK

● Videos● Podcasts● Publications:

e-books, case studies, etc

● Infographics

● Cartoons● Articles● Quizzes & Polls● Newsletters● Artworks & Others:

memes, GIFs,

DEVELOPING A CONTENT STRATEGYPurpose and goals: Why you are creating content and what value will it provide

to your business?

Audience: For whom you are creating content and what’s in it for them?

Story: What specific, unique, and valuable ideas will you build your content

assets (materials and channels) around?

How will you HUMANIZE the brand?

Process: How you will structure and manage your operations to activate your

plans and ensure continuity?

Measurement: How you will gauge performance and continually optimize your

efforts?

STRATEGY STATEMENT

???Example: “Create an entertaining, informative online reference guide that converts Nigerians into passionate fans and supporters of the country’s military."

THE CONTENT PROCESS

CONTENT CREATION

Message

Theme

Topics

Strategy

Why you should appreciate the Nigerian Army

1. John Adamu, special forces hero who saved a 100 civilians in Sambisa (mini-docu)

2. 10 reasons why women find soldiers irresistible (article)

3. 5 of the funniest things about life in the NDA (social 1 min video)

Nigerian Army deserves honour, love and respect of all citizens

Use emotive, fun storytelling based on exciting life of the Nigerian soldier, to recruit audiences across digital and social channels.

Create an entertaining, informative online reference guide that converts Nigerians into passionate fans and supporters of the country’s military.

Tactic

CONTENT PLANMessage Theme Topic Content Channel

We want civilians to love and show support for the army

Why you should appreciate the Nigerian Army

1.) John Adamu, special forces hero who saved a 100 civilians in Sambisa forest2.) 10 reasons why women find soldiers irresistible3.) 5 of the funniest things about life in a military school

1.) Mini-documentary3.) Article3.) 1 min Social videoListicle with GIFs and Memes.

YoutubeBlog, Bella Naija, theNETngFacebook, IG, TwitterZikoko

CONTENT CALENDAR

CONTENT OPTIMIZATIONSEM (Search Engine Marketing)

Titles

Tagging

Location (geo-tagging)

Hashtags & keywords

Description (video, image, etc)

Relevance and timeliness

CONVERSATION & LISTENING● Customer service● Influencer management● Keyword & Hashtag Tracking

“Monitoring sees trees; listening sees the forest.”

30% of Tweets mentioning your company don’t include your Twitter handle.

Only 9% of Tweets are actually directed at your brand.

MEASUREMENT & LEARNING

Reach: - Unique visits

- Geography- Mobile

Engagement:- Bounce rate

- Time spent

- Clicks- Views

Sentiment: - Comments- Sharing- Likes

QUICK TIPSKeep a Brainstorming Google Doc and Evernote

Track Topics with Trends and Pull Ideas Into Evernote

Map Content Ideas Against Google Analytics

Keep An Ongoing Content Ideas Board

QUICK TIPSShare Performance Metrics in Weekly or Monthly Meetings

Use Feedly To Stay Up To Date With Your Industry

Plan With a 6 month Editorial Calendar

Have Weekly Meeting to Ensure Alignment

Use Trello To Keep Track of Ideas

Thank you for your endurance