1. Building a Solid
Content Strategy
Presented by Cara Friedman
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slideshare.net/likeable

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• Tweet questions to @LikeableMedia or
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3. What’s Inside
• Why Invest In Your Social Media?
• Elements of a Content Strategy
• Case Studies
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4. Meet Likeable?
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5. Meet Likeable?
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6. Why Invest In Your Social Media?
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7. Why Invest In Your Social Media?
• Raise awareness, increase retention, and
drive leads
• Control, moderate, and get involved
• Identify the positive and turn around the
negative
• Gain knowledge and insight through social
media
• Allow your brand to exercise the two
meanings of likeable
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8. Elements of a
Content Strategy
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9. Elements of a Content Strategy
• Timing
• Tone
• Consistency
• Engaging
• Relevant
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10. Timing
• WHEN you post is just as important as
WHAT you post
• Your audience is not active all hours of
the day
• You want your content to be seen by the
maximum amount of people
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11. Timing
• Do not overwhelm your audience with content
• Post once a day on Facebook, so you don't take Newsfeed real estate
away from users’ friends
• Use analytics to determine best times to engage
• 11am and 3pm have been proven to see high reach
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12. Timing
• Tweet no more than once an hour
• Tweets move so fast through the
Twitterverse
• It is safe to tweet throughout the
day
• Space your posts appropriately
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13. Tone
• Tone can be determined with a simple
question:
• Do you know who you are talking to?
• Tone is often referred to as the 'voice' of the
brand
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14. Tone
• Your tone should differentiate your brand
from competitors
• Your target demographic sets the basis for
the overall tone of your content
• The tone should be established, and
consistent throughout your content strategy
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15. Tone
• Should your tone be different on different
networks?
• Content – YES
• Tone – NO
• Any person on any network should be able
to recognize your brand
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16. Consistency
• Successful content is consistent
• People need a reason to
continuously visit your page
• Consistency on different networks
vary
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17. Consistency
• Establish a schedule for all content.
• This is most effective when you
know what times your audience
is active
• You want your message to be the
same throughout
• Make sure all your content is in
line with your voice
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18. Engaging
• Content drives fan engagement, page
growth and traffic
• Excellent content is:
• Relevant to your brand and
community’s interests
• Fresh and unique
• Expressed in different forms
• Available consistently for your
community
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19. Engaging
Engaging content:
• Is relatable: Fans want to play!
• Is visual: Infographics/photos/videos
• Has a call to action: LIKE or Comment or
Share or Tag, etc.
• Is creative: be unique!
• Is concise: Keep it simple, stupid!
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20. Relevant
• Cut through the clutter
• People interact with different forms of
media with different content every day
• Presents a challenge for the audience
and for brands
• Add value to the conversation
• Social conversation audit
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21. Relevant
Position the brand as a trusted resource
• Use owned media channels as a resource
to share information
• Allows direct communication with your
audience
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22. Relevant
Consumers want firsthand knowledge about
your brand:
• Release dates, product enhancements,
service changes, etc.
Relevant content is authentic and more
believable
• Being authentic is a consumer expectation
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23. Relevant
Listen to your customers!
• Ask them what they want to know
• Leverage the data you receive to build
strategy in the future
• See what’s worked before (most likes,
shares, comments)
• Reuse most successful posts in new ways
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24. No Content
Get it?

25. No Content
• Don’t let your page be a ghost town
• You have to give to get
• Post often
• Provide value
• Always think Shareable!

26. Case Studies*
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*The following case
studies are Likeable
Media clients.

27. Pendaflex
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28. Entenmann’s
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29. Corkcicle
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30. Extra Space
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31. Hpnotiq
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32. Things Remembered
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33. The Pampered Chef
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34. Need Help?
• Likeable creates custom social media
trainings for your organization
• For more information on social media
training email Cara at
cara@likeable.com
• Email TODAY and get a Bonus E-Guide
for Likeable Social Media
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35. Don’t Forget To Vote For…
• Nominate your favorite brands at
http://bit.ly/votetop40
• Hosted by Dave Kerpen
• July 31st, 2PM ET
• Register today:
http://bit.ly/LikeableTop40
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36. Contact Us/Thanks/Grand Prize!
cara@likeable.com
Likeable.com
Fb.com/LikeableMedia
Twitter.com/LikeableMedia
212-660-2458
240 W 37th Street NY, NY 10018
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