6. 1. Introduction to the CMI
framework
2. 5-step campaign process
3. A LOAD of planning tools
you can use to run your own
campaigns
Social
Circle
This evening Use me
8. Content Marketing Framework
Why you are
creating
content, and
what value it
will provide
1.
Purpose &
goals
2.
Audience
Who you are
creating
content for,
and how they
will benefit
3.
Story
What specific,
unique, and
valuable ideas
you will build
your content
assets around
4.
Process
How you will
structure and
manage your
operations in
order to
activate your
plans
5.
Measurement
How you will
gauge
performance
and continually
optimize your
efforts
9. What do we mean by
Content Marketing?
I got this
Social
Circle
10. “Content marketing is a strategic
marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly-defined
audience — and, ultimately, to drive
profitable customer action.”
Content marketing institute
Social
Circle
@10kirstie
15. We…
Positioning statement for your campaign
provide this service/value
for…
a specific audience
by…
an individual approach
because…
we want to achieve…
Which all adds up to…
Source: HubSpot
Social
Circle
WHAT WHO HOW WHY
16. We…
Social Circle | Purpose
provide this
service/value
for…
a specific
audience
by…
an individual
approach
because…
we want to
achieve…
Social
Circle
we want to put
Birmingham on
the map for
digital marketing
like-minded
social media
peeps
learning, sharing
and caring
Provide
networking and
training
@10kirstie
17. Simon Sinek’s Golden Circles
Find your “why” for your campaign
“People don’t
buy what you
do; they buy
why you do it.
― Simon Sinek, Start With Why
Social
Circle
Source: Simon Sinkek
What?
How?
Why?
What do you do?
What are your
products and
services?
How do you do
what you do?
What are your
USPs?Why do you do what you do? What’s
your purpose?
18. Objectives & Goals
Reach
Raise awareness. Get the brand, product or service
recognised.
Act
Generate acquisitions. Make users interact with your
brand, product or service.
Conversion
Turn them into sales. Persuade the user to become a
customer.
(Re) Engage
Build loyalty. Turn the user into an advocate of the brand!
Source: Smart Insights
Social
Circle
19. Objective 1
Setting
campaign
GOALS
Objective 2 Objective 3
ConvertActReach
GOAL
METRICS TO
MEASURE
Engage
Inspire Acquire Convert
sales
Reach xxx
current and xxx
new consumers
by xx
Grow social
communities by
xxx
xxx traffic driven
to xxx landing
pages
xxx brand name
mentions
• Organic reach
• Paid reach
• Organic search
traffic uplift
• Key page views
• New fans /
followers
• Video views
• Sales by channel
• AOV
• CR
• Vouchers
redeemed
• Sales by channel
Social
Circle
23. Turn your segments in to Personas
o Gender
o Age
o Demographic/household income
o Which brands do they like?
o Who influences them
o What media do they consume
• Where are they most active?
• When are they most active?
• What are their digital touchpoints?
But, who are they
really?
@10kirstie
24. Q- How do I know
what they want to
hear?
A – ASK & LISTEN
• Survey
• Focus group
• Stories questions
• Google keyword planner tool
• UberSuggest
• Google Trends
• Google consumer barometer
Social
Circle
@10kirstie
25.
26. 1. WHEN to talk about your services
2. What else to say
27. 1. HOW to talk about your services
2. WHEN to talk about your services
28. Toby Engage
Engaging on-
brand content
Offers /
competitions
Conversations Guest care
UGC
Rate my roast
(outreach)
Toby Talks
Toby Family Album
Campaigns
Surprise and
delight
Food
photography
lead
Female squeezed
family
Male squeezed
family
Brand advocates
16-40 Female
AUDIENCEWHAT WE’LL DELIVER
Channel strategy
Social
Circle
@10kirstie
29. What to do with audience insights?
Audience information
Content needs
Informs decisions on…
Content output
1. How do they frame their questions?
2. How do they talk about relevant topics?
3. Current digital habits
4. What they say about your brand and competitors
Social
Circle
What problems can you solve for them
Keywords and phrases for SEO
Customer journey / channel planning
Content planning and refinement
31. “What specific, unique
and valuable ideas will
you build your content
assets around?”
Social
Circle
Source: CMI
@10kirstie
32. Planning a lot of content?
Create content themes
Something
you have
permission to
talk about
Something
your
audience
needs to
hear
Content
themes
Social
Circle
@10kirstie
33. Content tree
Story
What Who How Why
Roots
What value /
services you offer
Who you offer
this to
What makes you
unique?
Your purpose, your
why, how you will
make a difference
Social
Circle
Introducing
Kirstie’s Content tree
@10kirstie
34. Story
Persona 1 P
Theme 1 Theme 2
Topic 1 Topic 2
Format 1 Format 2
Example for Social Circle
Personas
1. Social media managers
2. Agency owners
Format 1
Format and channel
• Guest blog (partner website)
• LinkedIn Article (LinkedIn)
• Keynote slides (Slideshare)
Content themes
1. Staying relevant
2. Social media innovation
3. Socialising
Topics
• New social media innovations in 2019
• Top tools training your team
• 10 networking events in Birmingham
@10kirstie
36. “How will you structure
and manage your
processes to activate your
content plan”
Social
Circle
Source: CMI
@10kirstie
37. Month 1 Month 2 Month 3
Product focus Mortgage
SEO focus “best mortgage”
Content theme overview Preparation Finding a mortgage Moving
Theme 1 What can I afford Fixed rates Preparing to move
Theme 2 Credit score Tracker mortgages Household bills
Theme 3 Saving Brokers Home improvements
Email 1 per month RSS feed from 4 x blog post per month, creating a editorial led newsletter
Eguide 1 per quarter “10 steps to picking the right mortgage broker” 5 page downloadable e-book, incl. data
capture.
Webinar 1 per month “Work out the right deal
for you”
“How much can I borrow” “Planning for your move”
Twitter Q&A 1 per month Twitter Q&A with expert the first Tuesday of every month, for live and instant advice.
Video 1 per quarter “Finding the best mortgage for you” 60 sec explainer animation
Blog posts 4 per month Blog posts based on long tail keyword research, based on the theme for the month. 1
blog per month created by guest writer / influencer.
Infographic 1 per quarter Partner with Purple Bricks: “Mortgage process in 10 easy steps”
Outreach focus 10 inbound links per
month
LinkedIn Twitter LinkedIn
Social channel art 1 per quarter Headers updated based on E-guide with CTA to FB app to read
Quarterly content / editorial plan example
Social
Circle
38. Learn to re
Re-purpose, re-use, re-format
Monthly Event
10 new innovations in social media
Speaker
Blog
Series 1
5 innovations
Blog
Series 2
5 innovations
Blog
5 ways to update your
strategy
LinkedIn post
5 innovations
LinkedIn post
5 innovations
LinkedIn post
5 innovations
LinkedIn post
5 innovations
LinkedIn post
5 way
Tweet
1
Tweet
2
Tweet
3
Tweet
4
Tweet
5
Tweet
6
Tweet
7
Tweet
8
Tweet
9
Tweet
10
Video version
on YouTube
Video version
Sent by email SlideshareBlog
Social
Circle
40. Find meaning in the
maths & Establish a
‘need to know’
hierarchy
Social
Circle
@10kirstie
41. Socialmediameasurement
Paid Owned Earned
YouTube Facebook Social buzz
Facebook Twitter Blogs
Twitter Instagram Press
Advocate YouTube
Objective 1Brand
objectives
Social content
Website content
Social outreach
Blogger outreach
Press
Twitter Impressions Facebook Reach
Brand mentions #mentions
Press coverage Sentiment
Search queries
Search engine
ranking
Off page video views
On page video views
Data capture
Social and YouTube fan acquisition
Social fan interactions
Data capture
Voucher sends
Voucher redemptions
Videos uploaded
Facebook share
Re-tweet
Share video from content hub
Referral traffic to content hub
New inbound link
Social mention / link
Key Business
metrics and
KPIs
Channels
Metrics
YouTube channel
Facebook
Twitter
Instagram
Content hub
Content hub
YouTube
Instagram
Website
Email
Objective 2
ReferralConversionActions / intentionAwareness
Reach Sentiment
Fan
acquisition
Video views Video upload Kids offer Inbound link Share
Social
Circle
@10kirstie
44. Re-appraisal
1
Acquisition
2
Conversion
3
Engagement
4
Brand
awareness
5
Reputation
6
• Engagement of
current fans
• Retention of social
fans
• Redemption of offers
for current fans
• New Facebook fan
• New Twitter
follower
• New Instagram
follower
• New YouTube
subscriber
• New Super fan
influencer
• Referral traffic to
website
• Inbound link
• New data capture
• Table booking
• Voucher
redemptions
• Social sentiment
• Press sentiment
• Local review scores
• Reviews:
TripAdvisor, Yell,
Bookatable, Google,
Facebook
Key social media objectives
Measurement metrics
• Facebook
Engagement %
• Twitter engagement
%
• Average video view
length
• Positive social
interactions
• Facebook reach
• Twitter impressions
• Instagram reach
• YouTube views
• Social mentions
• Blogger mentions
• Other online press
mentions
Social
Circle
@10kirstie
45. To recap…
Why you are
creating
content, and
what value it
will provide
1.
Purpose &
goals
2.
Audience
Who you are
creating
content for,
and how they
will benefit
3.
Story
What specific,
unique, and
valuable ideas
you will build
your content
assets around
4.
Process
How you will
structure and
manage your
operations in
order to
activate your
plans
5.
Measurement
How you will
gauge
performance
and continually
optimize your
efforts
47. Mission /
Vision
Objective Goal (KPI) Strategy Channels Tactic Metric
The Why
The reason the
company / business
/ brand exists
The where to
What are you trying
to accomplish this
year / campaign /
month
• Awareness
• Consideration
• Acquisition
• Purchase
• Loyalty
• Retention
How much ?
Using SMART
criteria
e.g. increase
donations by 20% in
a year
The how
Bog ideas – our
organizing idea
Segmentation,
proposition and
customer journey
Strategy by channel
The where deployed
Where our audience
are
e.g. Facebook,
Twitter, Pinterest,
LinkedIn
The what
The
implementation
Using paid, owned
and earned media
The measurement
Indicators to
measure the
success of your
tactics
BONUS SLIDE: Terminology - Quick guide
Social
Circle
48. Re-appraisal Acquisition Conversion Engagement Awareness Reputation
• Engagement of
current fans
• Retention of social
fans
• Redemption of offers
for current fans
• New Facebook fans
• New Twitter
followers
• New Instagram
followers
• New YouTube
subscribers
• New Superfan
influencers
• Referral traffic
to website
• Inbound links
• Data capture
• Bookings
• Sales
• ATV
• Conversion rate
• Voucher
redemptions
• Facebook
Engagement %
• Twitter engagement
%
• Average video view
length
• Positive social
interactions
• Social shares from
website
• Brand and local
Facebook reach
• Brand and local
Twitter impressions
• Instagram reach
• YouTube video
views
• Social mentions
• Blogger mentions
• Other online press
mentions
• Social sentiment
• Press sentiment
• Local review scores
• Number of engaged
influencers
BONUS SLIDE: Social media metrics
Social
Circle
