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How to identify and create content that works for your brand and audiences

Jill Saydam

Questions to ask yourself

• What is content marketing?

• What does the role of content marketing play in business?

• How do you define good content for Social Channels?

• What are the metrics you need to establish for your brand to know if it is effective?

• How do you tailor content for each social channel to get the results you are looking for?

• How do you begin to evaluate your existing content and plan for future content creation?

What is content marketing?

“A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.“

The Content Marketing Institute

What is the role of content marketing in business?• Often the role of content marketing (and the social media manager) is

a support role – on-demand needs to support sales

• But content marketing should be considered a strategic partner that can help gain important information, nimbly react to external events that impact the business and keep the brand top of mind – in the way it wants to be top of mind.

• Often the challenge is organizations are overwhelmed by knowing what content to create and how to organize resources around getting content.

Ways to Divide Up Content – Regardless of Channel• How-To Content

• Shareable Visuals

• Clever Curation and Crowd-Sourcing

• Behind-the-Scenes Brilliance

• A+ Brand-Building

This workshop will show you examples of:

Good Content - Content that is on brand, using social channels effectively and are most likely moving business objectives forward with social media

Bad Content – Effort is being made but in reality the effort is not moving anything forward significantly

Ugly Content – Content that is hurting the brand – not helping it

Evaluation

Conversation Rate – The number of conversations per post. On Facebook, Instagram, Google+ and LinkedIn, it’s comments. On Twitter, it’s replies.

Amplification Rate – The number of re-shares, retweets or tags per post.

Applause Rate – Retweets, Likes, +1s, etc.

Economic Value – The sum of short-term revenue, long-term revenue, and cost savings

Avinash Kaushik’s four major social media metrics

Report Card – How To Use It

• Evaluate your brands in social to see if you are being as effective as possible

• Evaluate other brands – steal from the best

• Pick and choose elements to focus on for the brand

• Use it to help you plan your content marketing strategy

USEFUL EDUCATIONAL INSIGHTFULTARGETED INTEREST

HUMAN BEHAVIOUR EMOTIONAL

ANSWERS MAKES ME LOOK HOW I WANT TO

BE SEEN

CRED FACTOR

SELF EXPRESSION

PERSONALIZATION HUMOUR

WHAT’S IN IT FOR ME FACTOR

CONTEXT – I AM AN ISLAND FACTOR

GEOGRAPHIC LOCATION RELEVANCE

TIMING CONTEXT

SYNCRONICITY

CAMPFIRE FACTOR

IGNITES ATTRACTS FUEL

BONFIRE ADDING LOGS # STRATEGY

WHOA FACTOR

AWARENESS FACTOR

ATTENTION GETTING

STANDOUT FACTOR

BUY-IN FACTOR

PREACHING TO THE CONVERTED

SHARE FACTOR TIMING

ACTION

TRAFFIC DRIVER LOYALTY TIME LIMITED

QUALITY

FLOW BRAND VOICE BRAND TONE OPTIMIZED

CONTENT FIRST QUALITY/QUANTITY VARIETY LIFESTYLE CONTENT

EVERYGREEN IT ALL WORKS CREATIVE PARTNERSHIPS APPROPRIATE FOR CHANNEL

DOWN TO BUSINESS

SALES LEAD BUILDS INTEL ON CUSTOMERS

1 BUSINESS GOAL

COST RESOURCES EFFICIENCY

The Bad Tips

• Is your content just a quick fix with no aim to build a community?

• Is your content bundled into only one channel or spread out across too many channels –find the right balance for your brand.

• Same/same – don’t churn out the same style of content all the time – lists or just images with the same old hashtag will eventually get tired – you are just preaching to the converted over and over again which won’t gain you new customers.

• Time – are you always posting at the exact same time – you should be experimenting with not only time of day but also day of week and month to see which content resonates at which time – and then keep playing with that.

• Don’t toss around your hashtags – be strategic in your hashtags – they should be as thought through as a headline or byline. Are they a trending hashtag? Are they localized with the region? Are they consistent with your brand? Hashtags are content.

• Quality – don’t skimp on quality – particularly in images.

Chipotle.com• Chipotle.com –key value “responsibly sourced food” “no GMO products” front

and centre.

• Useful – I can easily find what I might care about most – menu and location – and then they surround it with content that articulates their values.

• And if I care about responsible farming – there is good chance I care about my health – so they extend the content to nutrition – again – useful.

• But…They also don’t want to come across as too preachy and serious – so they figured out how to have fun by creating a music and food festival that is in the US. This creates a new treasure chest of content (bands, cooking demonstrations, selfies)

• But mobile site a bit clunky – not well optimized for Mobile

https://vine.co/v/e7ZXY9Zhwa7

The Good Tips

• Know your audience

• Identify the “human interest” portion of your content.

• Is your content helping to build a community? Or is it a quick fix that has no hope of loyalty?

• If you build a community – are they are adding value? If so, then the entire value of that hub goes up.

• Quality over quantity – quality means it is enriching the user experience in some way.

• Teaches something new, informs you of something new or provides an opinion.

• Content first. Marketing second.

• Change up your content style so it doesn’t get stale.

• Create rock solid evergreen content that can be utilized over and over – it’s efficient but also makes the brand seem more grounded and less fly by night.

• Lifestyle content – don’t be afraid to go beyond your “product”. Use social to see what your followers are interested in – try to find lifestyle content that matches those interests as tied to your brand.

Pigalle Boston Restaurant

Amy’s Baking Company Boutique & Bistro

The Ugly Tips

• Don’t do it.

Q & A

Jill SaydamBlog: http://notaboutaliens.blogspot.ae/

Portfolio: http://jillsaydam.format.com/

Twitter: @girlfrommars

Instagram: marsgirl66