Upload
femi-falodun
View
16
Download
0
Embed Size (px)
Citation preview
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