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You’ve learned an occasional tweet and a status update or two isn’t having an impact. We’ll talk about backing up the bus…instead of focusing on how you’re going to deliver the message (Foursquare, etc.) you need to first focus on what your overall message is. This presentation will help you understand how to build your own communication plan and content strategy.After this presentation, you'll be able to create you own Content Plan including:- Key Messages- Content Calendar- Evergreen Content- Timely Content
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slideshare.net/RaniMonson @RaniMonson #etcdallas
Backing Up the Bus: You’re on Facebook & Twitter…But Business
Isn’t Growing. Now What?
slideshare.net/RaniMonson @RaniMonson #etcdallas
Backing Up the Bus…WTF?!• Businesses rush to jump on
social media• Often don’t stop to think– What they want to say– Who they want to say it to– aka a Content Strategy
• Key is to remember social media is a vehicle - only– It drives traffic to your
content
slideshare.net/RaniMonson @RaniMonson #etcdallas
Huh? What Content?!• Many skip a Content Strategy
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Questions In Your Head
• Why Should I Listen To You?• Maybe I’ll Listen…But I
Also Want to Talk!• What Are We Talking
About?• Will I Really Learn
Something?
slideshare.net/RaniMonson @RaniMonson #etcdallas
BUILDING YOUR CONTENT STRATEGY
The bus has stopped
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Content Strategy: Key Messages• Create 1-3 Key Messages – The will be repeated over and over and over again– Verbatim: not the time to be creative– This is how you build a brand– Basis of your content strategy
• Key Messages can answer:– Why business is unique / competitive advantage– Why you’re better than the competition– Why clients refer business to you
slideshare.net/RaniMonson @RaniMonson #etcdallas
slideshare.net/RaniMonson @RaniMonson #etcdallas
Source: SocialMediaToday
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CREATING THE CONTENT
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Content Calendar• Plan ahead to reinforce
your key messages• Block out rolling 13
months of what you know
• Holidays • Seasons• Industry events /
conferences• Your vacation
slideshare.net/RaniMonson @RaniMonson #etcdallas
Evergreen Content
What is it?• It’s always relevant /
green• Plan: Ready ahead of
time• Have a list handy – plug
in as needed
Examples• FAQs• Case studies• Lessons learned• Recycle popular content• Guest writers• How-to guides• Q&A• Curate a list of content
from others• Historical industry info• Calendar of events
slideshare.net/RaniMonson @RaniMonson #etcdallas
Timely ContentTypically safe:• Industry news • Emerging trends• Data / facts • Research reports
Be careful with:• Current events• Politics• Religion
Did you know today is
“Swim a Lap Day”?
slideshare.net/RaniMonson @RaniMonson #etcdallas
Other Ideas• Content isn’t just words: Videos,
Photos, etc• Look to Pop culture: TV, Music,
Movies• Study other Media: Magazines,
Books, Talk Shows• Share an alternative view• Remember: Truth is stranger
than fiction
slideshare.net/RaniMonson @RaniMonson #etcdallas
Tips• Schedule a deadline for
yourself– Don’t procrastinate– Hardest part getting started
• Read your content to yourself – out loud
• Ask someone else to read it • Remember: It will get easier
slideshare.net/RaniMonson @RaniMonson #etcdallas
If You’re Still Worried…• Look at Facebook– Find a P90X fan
• It’s digital!– You can always fix
it later
slideshare.net/RaniMonson @RaniMonson #etcdallas
Let’s Brainstorm Your ChallengesContent
Strategy:• Key Messages• Content
Calendar• Evergreen
Content• Timely Content
slideshare.net/RaniMonson @RaniMonson #etcdallas
Thank you!
