Integrating Content Marketing and Social Media Strategy

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    14-May-2015

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Tightly integrating a brands content marketing and social media strategies makes both more successful. Research suggests effective content marketers are 5 times more likely to work from a documented content strategy and are using more social platforms than those falling behind. This presentation excerpt identifies smart opportunities for effectively and efficiently integrating content and social strategies to deliver stronger business results. It includes questions to develop an audience persona as the foundation to identify business opportunities where content marketing makes sense, smart content topics any business can develop, and the types of conversion-oriented messages to incorporate in the brand's content stream.

Transcript

<ul><li>1.Brainzooming @Brainzooming #SMSsummit Excerptsfrom PlanningaSocialMedia StrategyIntegratedwith ContentMarketing MikeBrown Founder|TheBrainzoomingGroup August2014 </li></ul> <p>2. Brainzooming @Brainzooming #SMSsummit Wehelpmakesmart organizationsmore successfulbyrapidly: Expandingtheir strategicoptionsand Creatinginnovative planstheycan efficientlyimplement. 3. Brainzooming @Brainzooming #SMSsummit DescribingYourTargetAudiencewithaPersona 4. Brainzooming @Brainzooming #SMSsummit Interests Seeking Focus Think Know Do WorktheThinkKnowDoBeat 5. Brainzooming @Brainzooming #SMSsummit Should be Creative Everyones Involved Can be FakedCan be Learned Yields Better Results Is Important Strategic Thinking MindMapping Think 6. Brainzooming @Brainzooming #SMSsummit Know Behindthescenes Exclusives Assistance 7. Brainzooming @Brainzooming #SMSsummit Whatareyoulearning asanorganization? Howareyouaddressingindustryissues? What customerserviceissueshaveyousolved? Howisyourteamworkingwithcustomers? Howdoesyouimproveyourcommunity? Whatdoestheteamdooutsidework? Do 8. Brainzooming @Brainzooming #SMSsummit BusinessDevelopmentBeat Whatquestionsdoprospectsaskateach buyingprocessstage? WhatquestionsdoprospectsNOTaskateach buyingprocessstage? Whattriggerspeopletopurchaseyourbrand? Whatdopeopledoubtaboutyourbrandthat leadstolosingbusiness? 9. Brainzooming @Brainzooming #SMSsummit TheAnalyticsBeat Whydopeoplereachyourwebsite? Wheredotheycomefrom? Wheredotheygonext? Whatcontentisgettingthemtospendthe mosttime? Whatarecompetitorskeywords? 10. Brainzooming @Brainzooming #SMSsummit Potential ContentTopics 11. Brainzooming @Brainzooming #SMSsummit InvolvetheAudience 1. Answerquestionsyourcustomers orreadershaveasked you. 2. Askaquestionofyourreadersto seewhattheythink. 3. Askreaderswhattheydliketoread. 4. Ask5customersinarowthesame questionandwritetheirresponses inablog. 5. Interviewacustomeronconcerns, challenges,andviewsonindustry issues. 6. Lookforblogtitlesfromyour industryandwriteyourversionof thetopic. 7. Publishpotentialupcomingtopics andletreadersdecidewhatthey wanttoread. 8. Runanonlinesurveyforreaders andreporttheresults. 9. ShareaquestiononFacebook or Google+anduseresponsesfora blogpost. 10. Featureguestpostsfromclients. 11. Solicitguestblogpostsfrom businesspartners. 12. Talktocustomersateventsandfind outwhattheircurrentchallenges are. 12. Brainzooming @Brainzooming #SMSsummit SharingWhatYourBrandKnows 13. Interviewyourselfonatopic. 14. Recapapastevent. 15. Recaptheresultsofaresearch reportsomeoneelsepublished. 16. Reportona conferencepeople fromyourcompanyattended. 17. Revealbackgroundinfoonthings thatmakeyourorganization successful. 18. Sharereally coolworkyour organizationisdoing. 19. Sharetheresultsofresearchyour organizationhascompleted. 20. Summarizewhatyourorganizations knowsaboutanewstopic. 21. Write about things your audience might not realize. 22. Writeaboutwhatyourorganization doestoservecustomers. 13. Brainzooming @Brainzooming #SMSsummit TeachOthers 23. Expandyourthinkingonapublished postsoitismoreteachingoriented. 24. Takeanewangleonatopic youvewrittenaboutalready. 25. Teachanewtechniqueortips youvebeenusing. 26. Writeaboutsomethingyoulearned inthelastweektosharewith readers. 27. Demonstrateaprocessyour companyusesthatisvaluablefor youraudience. 28. Answerfrequentlyaskedquestions thatrequirevideodemonstrations. 29. Featureexpertsinyourbusiness sharingtheirknowledge. 14. Brainzooming @Brainzooming #SMSsummit 30. Makealonglistofideasyour customersandreaderscanuse. 31. Makeashortlistofstepsreaders cantaketoaccomplishsomething. 32. Writeanythingallowingyoutoputa numberinthetitle(itattracts readers). 33. Addadditionalitemstoalist youvealreadypublished. 34. Listthetypesofcustomer problemsyouroutinelysolve. 35. Listquestionsyouregetting incustomerservice. 36. Askreadersaquestionand reporttheanswersinalist. 37. Listthestepsinaprocessreaders couldhandleforthemselves. MakeaList 15. Brainzooming @Brainzooming #SMSsummit ShareOpinions 38. Writewhatyourorganizationthinks aboutatopicoranewsstory. 39. Disagreewithawellknownbusiness perspective. 40. Writearesponsetoanideainabook relevantforyouraudience/industry. 41. Predictwhatyourorganizationthinks willhappeninthefuture. 42. Reacttoopinionsacompetitoror anindustryfigureisdiscussing. 43. Reviewabookormagazinearticle youvereadrecently. 44. Reviewafantasticproductorservice yourorganizationuses. 45. Reviewatopicpeoplearethinking aboutinyourmarketplace. 46. Shareahalfbakedideatoseeif readerscanfinishbakingit. 47. Writeablogpostthats80%done andallowreaderstofinishit. 48. Writeaboutsomethingcompletely obviousasifyourethefirsttothink ofit. 49. Writeaboutsomethingcompletely obviousinanewway. 50. Writeaboutanythingtointerest readersmorethanrecenttopics. 16. Brainzooming @Brainzooming #SMSsummit HaveYourPeoplePersonalizeIt 51. Complainaboutapersonalrecent customerexperiencerelevantto youraudience. 52. Shareananecdotefromyour organization. 53. Talkhonestlyaboutanissuewhere yourorganizationisstrugglingto improve. 54. Thankacustomerwhohasbeen loyal toyourbusiness. 55. Writeaboutthemostinteresting thing thathappenedinyourorganization today,yesterday,orthisweek. 56. Writeaboutwhatinspiresyour organizationanditspeople. 57. Covercommunityactivitiesyour organizationsupports. 58. Createapostthatsslightlymoreor lessoutrageousthanthetypical content. 59. Writesomethingdramaticallymore orlessoutrageousthanwhatyou typicallywrite. 60. Writesomethingthatallowsyouto namedropcustomerswhowill shareitwithintheirnetworks. 17. Brainzooming @Brainzooming #SMSsummit UseVideoandImages 61. Videoexecutivessharingbrief commentaries. 62. Videoademonstrationrelevant foryouraudience. 63. Videoaninterviewwithawork colleagueorbusinesspartner. 64. Ask5customerstoanswerthe samequestiononvideo. 65. Usephotosfromcorporateevents orcustomerinteractions. 66. Featurephotosofinterestingthings yourorganizationDOES. 67. Videoacustomertalkingabout itsbusiness. 68. Havetwocustomersintervieweach other. 69. Videoadayinthelifeofyour customerserviceorganization. 70. Shootashortvideowithreasons whyothersshouldLikeyour Facebook page. 18. Brainzooming @Brainzooming #SMSsummit RepurposeContent 71. Combineshorterpostsfromyour organizationsblogintoalonger one. 72. Expandacommentfromanother blogintoafullblogpost. 73. Grouptweets fromyour organizationintoalistorotherblog post. 74. Organizeandrefreshinnewways relevantinformationthatsalready beenpublished. 75. Publishlinksfromyourblogtomake iteasiertofindeverythingona topic. 76. Publishapresentationfromyour organizationonSlideshare to embedinablog. 77. Reeditandfreshensomething alreadywrittenwithnewcontent. 78. Rerunthemostpopularpost(s) yourorganizationhasshared. 79. Sharean intriguingvideo with commentstogiveyourthoughts aboutit. 80. Writeupthepointscoveredina slidefromaPowerpoint presentation. 81. Embeda funnyorontarget cartoon. 19. Brainzooming @Brainzooming #SMSsummit TheSales Continuum 20. Brainzooming @Brainzooming #SMSsummit Nonexclusiveoffers(Adealforeverybody) Giveaways(Somethingforengaging) Sharingcontentforinformation(Permissiontokeeptalking) Peakinginterest(Sneaklooksatproduct) Microadvertising(Linkstoads) Exclusiveoffers(Dealsforthoseacting) Directresponse(Clickthelinktobuy) Proactiveoutreach(Wecanmeetyourneed) AllDeals,AlltheTime(Dell nothingbutdeals) 21. Brainzooming @Brainzooming #SMSsummit Wehelpmakesmart organizationsmore successfulbyrapidly: Expandingtheir strategicoptionsand Creatinginnovative planstheycan efficientlyimplement. 22. Brainzooming @Brainzooming #SMSsummit Blog:www.Brainzooming.com Subscribe:brainzooming.com/subscribebrainzooming Email:mike.brown@brainzooming.com Twitter:@Brainzooming Phone:8165095320 </p>