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Developing Engaging Content, a 48 in 48 Presentation

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Developing Engaging Content, a 48 in 48 Presentation

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Traditional marketing channels have becoming ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.

In this session, you will learn how to create content based on your strategic plan for your content marketing and social media efforts.

Traditional marketing channels have becoming ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.

In this session, you will learn how to create content based on your strategic plan for your content marketing and social media efforts.

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Developing Engaging Content, a 48 in 48 Presentation

  1. 1. BRIAN HUONKER WWW.LINKEDIN.COM/IN/BRIANHUONKER WWW.SLIDESHARE.NET/BKHUONKER 48X48
  2. 2. Thanks to the proliferation of social media, brands are no longer competing against each other. They are competing against every form of messaging. Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored. Peer opinions, in fact, are considered two to three times more reliable than brand messaging. THREE FACTS
  3. 3. BREAKING THROUGH THE SOCIAL CLUTTER ◻ SO… A BUSINESS NEEDS CONTENT THAT: ¤ Captures the business’s persona through branded storytelling. ¤ Enables social sharing through brand advocates. ¤ Enables brand discovery through consumer exploration. ¤ Connects the brand to consumers in context through cultural, relevant and valuable content. ¤ Changes and enhances the consumer experience. ¤ Creates visible brand value through the content
  4. 4. BREAKING THROUGH THE SOCIAL CLUTTER START BY PAINTING A STORY ◻ Create content that is valuable in customers’ eyes using data gained from audiences. ◻ Discover what makes your business unique and weave it in. ◻ Begin work on your content brand at the point of transaction (talk to them as if they were a customer). ◻ Write for the Millennial and post-Millennial generation (aka “bathroom copy”). ◻ Create culturally relevant
  5. 5. BREAKING THROUGH THE SOCIAL CLUTTER ENSURE ITS WHAT YOUR CUSTOMERS WANT TO HEAR ◻ Answer “What’s in it for them” ◻ What keywords are they using to search you out? ◻ What questions are customers asking when you talk to them? ◻ What are they saying about you already in social media? ◻ What problems do they have? ◻ What are they saying about your competitors? ◻ What are your competitors saying about you? ◻ What is industry experts saying? ◻ What comments are customers leaving?
  6. 6. BREAKING THROUGH THE SOCIAL CLUTTER ENSURE YOUR CUSTOMERS CAN RELATE THE STORY ◻ A Simple Q&A with a customer. ◻ Showcase good (and bad) examples. ◻ Share how obstacles are overcome. ◻ Utilize visuals. Illustrate the main points (people skim… remember, bathroom copy) ◻ How to videos. Helps explain processes or instructions easier than written (HowToPlay) ◻ Summaries of industry research. You are an expert through those
  7. 7. BREAKING THROUGH THE SOCIAL CLUTTER DEVELOP ONCE, DISECT AND REUSE EVERYWHERE ¤ Hero Content. ■ Developed a few times a year. Deeper, richer in nature and allows the customer to gain awareness of a subject from a high level ¤ Exploration Content ■ Pulled out of Hero content and allows the customer to explore further. ¤ Cultivating Content. ■ Simplest in nature but most effective, content is designed to continuously engage. ■ Shares easily on social networks. ■ Slideshows, infographics, listicles
  8. 8. THE HOW TO BOOK Steps for Success
  9. 9. STEPS FOR SUCCESS Step 1: Choose a Topic ¤ What questions are people asking you? ¤ Ask your customer support staff. ¤ Ask your receptionist. ¤ Ask your maintenance staff ¤ Customer Surveys ¤ Mine your own data ¤ Google Analytics ¤ Keywords ¤ Social Landing Page ¤ Google Trends ¤ Facebook Analytics ¤ Mom Keyword Explorer ¤ Mine your competitor’s data ¤ They have ideas too.
  10. 10. STEPS FOR SUCCESS Step 2: Find Popular Content ¤ Buzzsumo. Allows you to see what content is being shared. ¤ Note: Put phrases in quotes to constrain it to those words. ¤ Watch your competitors blogs and social media. ¤ Watch your suppliers blogs and social media post.
  11. 11. STEPS FOR SUCCESS Step 3: Write the Headline ¤ X Ways to [DESIRED END RESULT] in [TIME PERIOD] ¤ 19 Ways To Cook a Nutritious ¤ Dinner in 15 Minutes or Less ¤ X [TOPIC] Ideas That Will [DESIRED END RESULT] ¤ 22 DIY Projects That Will ¤ Increase the Value Of Your Home ¤ X Ways to [DESIRED END RESULT] Without [UNDESIRED RESULT or CONSTRAINT] ¤ Example: 5 Ways to Purify Water Without ¤ Having To Build a Fire
  12. 12. STEPS FOR SUCCESS Step 3: Write the Headline ¤ X [THINGS] That Will [DESIRED END RESULT] ¤ 11 Skin Care Products That Will Remove Wrinkles ¤ X Ways to Rid Yourself of [UNDESIRED RESULT] ¤ 19 Ways to Rid Yourself of Credit Crushing Debt ¤ Blogs: 6-8 words, 55-66 characters ¤ H1 Tag uses primary keyword ¤ Meta Title: 50-70 characters ¤ Email Heading (Subject): 50 characters
  13. 13. STEPS FOR SUCCESS Step 4: The Body ¤ Introduction. Create a simple introduction to the post --- nothing fancy. Get the reader to the list as quickly as possible by using a short, punchy introduction that simply tells the reader what the post is about and why it’s important. ¤ Could be your social media post ¤ Subheading – Each list item needs a subheading that explains what the original post is about. ¤ Description – Quickly (1 or 2 sentences) summarize what the original post is about and what the reader will find if they visit that original post. ¤ Image(s) – Use an image (get permission if you are concerned about fair use of images) from the original post or create your own images using Photoshop or Canva. Alternatively, buy stock images from sites like DreamsTime or iStockphoto. ¤ Links - To other articles. To other sites, especially experts sites. Get them to link back ¤ Closing - Keep it simple by simply asking the reader to take an action
  14. 14. STEPS FOR SUCCESS Step 4: The Body ¤ 1, 600 words minimum for Hero Articles ¤ 400 words minimum for Exploratory content ¤ Images with alt tags ¤ Primary Keywords should be used at least three times ¤ At least once in the H1 tag ¤ Secondary Keywords should be used at least one time in the copy ¤ Link to sources of facts, figures, quotes, etc… ¤ Link to sites with additional information. ¤ Link to articles on your site
  15. 15. STEPS FOR SUCCESS Step 5: Dissect the article ¤ Create social post (text) from the introduction with link to article ¤ Create social post (image) from image in article with a link to article ¤ Pick out 1-3 more main points form article and link to article. If listicle, one post for each list item. ¤ Post 1-2 to the article each week. ¤ Post during the times you get the most interactions ¤ Social Post (Micro blogs) ¤ Facebook: 40-50 characters ¤ Twitter: 71-100 characters ¤ LinkedIN: 80-120 characters
  16. 16. STEPS FOR SUCCESS Additional Article Types ¤ Infographics ¤ Photoshop ¤ Canva Infographic Maker ¤ Vizualize ¤ Google Charts ¤ Easel.ly ¤ Piktochart ¤ Tips ¤ Show, don’t tell with one key message ¤ Data and/or factoids to back up message ¤ Focus on the flow ¤ Prioritize typography ¤ Simple Color Rules (the rule of 3) ¤ Minimalism reigns supreme ¤ Follows the same rules as a blog article with the exception of the body copy.
  17. 17. STEPS FOR SUCCESS Additional Article Types ¤ Video Tools ¤ iMovie (mobile and desktop) ¤ Windows Movie Maker ¤ Fimlora’s list ¤ Video Tips ¤ Get to the point quickly, users have the control. ¤ 5-7 times to move a key message from temporary to permanent memory, in different audible and visual format. ¤ Text for key messages alongside voice over. ¤ Short and simple. 30 seconds for blog, 7-14 second for social. ¤ Provide a next step, firm CTA.

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