3. Working with innovative brands focussing
on driving revenue through co-ordinated
social media and digital strategy,
consultancy and training.
• Social media and community management
strategy
• Brand management
• Digital marketing campaign planning and
execution
• Content and inbound marketing
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Social
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7. Social
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@10Kirstie
• Hello to content marketing
• My preferred 5-step process to
creating content
• Loads of tools, platforms,
approaches
Today
10. Content Marketing Framework
Why you are
creating
content, and
what value it
will provide
1.
Purpose &
goals
2.
Audience
3.
Story
4.
Process
5.
Measurement
Who you are
creating
content for,
and how they
will benefit
What specific,
unique, and
valuable ideas
you will build
your content
assets around
How you will
structure and
manage your
operations in
order to
activate your
plans
How you will
gauge
performance
and continually
optimize your
efforts
11. What do we mean by
Content Marketing?
I got this
Social
Circle
12. “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
13.
14. Kirstie’s 10 social media services
Community
management
Always on
Content Creation
Crisis
management
Customer
Service
Social
Advertising
Campaign
development
Influencer
marketing
Channel launch /
Set-up
Social listening
1, 3, 5 year
strategy
Social
Circle
@10Kirstie
19. We…
Defining your positioning for
your brand or campaign
provide this service/value
for…
a specific audience
by…
an individual approach
because…
we want to achieve…
Which all adds up to…
@10Kirstie Source: HubSpot
Social
Circle
20. 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
21. Find your “why”
We want to: ___________________________
[what you want to contribute]
So that: ____________________________
[the impact you want to make]
“People don’t
buy what you
do; they buy
why you do it.
― Simon Sinek, Start With Why
Source: Josh Steimle
Social
Circle
22. Setting your content
objectives
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
23. Objective 1
Setting
campaign
GOALS
Objective 2 Objective 3
ConvertActReach
GOAL
METRICS TO
MEASURE
Engage
Acquisition Conversion Retention
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
@10Kirstie
27. You need to define who your target
audience is and establish customer profiles:
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 touchpoints
Who are they really?
Social
Circle
@10Kirstie
28. 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?
Social
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Social
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29. 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
30. 1. WHEN to talk about your services
2. What else to say
31. 1. HOW to talk about your services
2. WHEN to talk about your services
32. What to do with audience insights
Audience information
Content needs
Informs decisions on…
Content output
How do they frame their questions?
How do they talk about relevant topics?
Current digital habits
What they say about your brand and competitors
Social
Circle
What problems can you solve for them
Keywords and phrases for SEO
Customer journey & digital touchpoints
Content planning and refinement
33. 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
35. What specific, unique
and valuable ideas will
you build your content
assets around?
Social
Circle
@10Kirstie
36. Story = big idea per
campaign
• What have you got that your audience
(potential clients or customers ) don’t
have? Give it away for FREE
• Consider a lead tool / magnet
• What value can you provide?
• They must be grateful for this content.
• It must earn their trust in your products
and services.
Social
Circle
38. Content tree
Story
What Who How Why
RootsWhat 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
39. Story
Persona 1 P
Theme 1 Theme 2
Topic 1 Topic 2
Format 1 Format 2
Example
Personas
1. Social media managers
2. Agency owners
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
Format
• Guest blog (partner website)
• LinkedIn Article (LinkedIn)
• Keynote slides (Slideshare)
Format 1
@10Kirstie
41. How will you structure
and manage your
processes to activate
your content plan
Social
Circle
@10Kirstie
42. @10Kirstie
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
43. The rule of thirds
On social media
Other
useful
sources
Your
content
Interacting
and
socializing
• Listening and
conversations
• Responding
• Outreach
• Other peoples content
• Tools
• Resources
• Breaking news
• Industry stats
• Non-competitor
content
• Short versions of video
• Snippets of eBooks
• Results / data from
quizzes
• Quotes
• Excerpts of blog posts
• Tips
Social
Circle
@10Kirstie
45. 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
Facebook media paid 1 per month Facebook ads based on video content
Quarterly content / editorial plan example Social
Circle
49. 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
Operational
measures
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
50. Re-appraisal
1
Acquisition
2
Conversion
3
Engagement
4
Brand and local
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
– TripAdvisor, Yell,
Bookatable, Google,
Facebook
Key social media objectives
Measurement metrics
• Facebook
Engagement %
• Twitter engagement
%
• Average video view
length
• Positive social
interactions
• Brand and local
Facebook reach
• Brand and local
Twitter impressions
• Instagram reach
• YouTube views
• Social mentions
• Blogger mentions
• Other online press
mentions
Social
Circle
@10Kirstie
51.
52. 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
@10Kirstie
54. 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
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