Success with content marketing is heavily influenced by having a clear strategy. As legendary basketball coach John Wooden used to say, "Failure to plan is planning to fail." Now that you selected a topic area, we want to make sure you have a nice, refined topic area. In this class we talk about how to do this. I share Andrew Davis' Fractal Tree (check him out @tpldrew) to help with this. We want to narrowcast and speaking to a niche audience. Also, we talked about how you defined your "who". The "who" refers to who you want to connect with and who you want to get noticed by. Answering the questions 1. Why am I doing this? 2. What will I be talking about? 3. Who will I be helping and connecting with? is key to having a focus and purpose that will help you in the marathon of social media marketing.

1. LSC 432: Jam
Session #3
Homework review

2. Targets
Review homework
Review last class
Refine our topics
Begin targeting our
key audiences

3. Homework Review
•
Tweeting key takeaways from last class, it counts
and you MUST use class hashtag or @mention
me (note on tweeting during class)

4. Homework Review
•
•
Tweeting key takeaways from last class, it counts
and you MUST use class hashtag or @mention
me (note on tweeting during class)
Searching yourself online, what did you find?

5. Homework Review
•
•
•
Tweeting key takeaways from last class, it counts
and you MUST use class hashtag or @mention
me (note on tweeting during class)
Searching yourself online, what did you find?
Chapter 1-3 Jeff Bullas’ Blogging the Smart Way,
what did you learn?

6. Homework Review
•
•
•
•
Tweeting key takeaways from last class, it counts
and you MUST use class hashtag or @mention
me (note on tweeting during class)
Searching yourself online, what did you find?
Chapter 1-3 Jeff Bullas’ Blogging the Smart Way,
what did you learn?
Did the reading plus the Blog strategy exercise
homework help you focus?

7. Quick Review
The more invested you are in a topic and the
more you think about your direction, the higher
the probability of you have “success”.
Here are a few key points:

8. Quick Review
The more invested you are in a topic and the
more you think about your direction, the higher
the probability of you have “success”.
Here are a few key points:
1. You don‟t need to be well-known

9. Quick Review
The more invested you are in a topic and the
more you think about your direction, the higher
the probability of you have “success”.
Here are a few key points:
1. You don‟t need to be well-known
2. You don‟t need to be accredited

10. Quick Review
The more invested you are in a topic and the
more you think about your direction, the higher
the probability of you have “success”.
Here are a few key points:
1. You don‟t need to be well-known
2. You don‟t need to be accredited
3. You don‟t need a huge audience

11. Quick Review
The more invested you are in a topic and the
more you think about your direction, the higher
the probability of you have “success”.
Here are a few key points:
1.
2.
3.
4.
You don‟t need to be well-known
You don‟t need to be accredited
You don‟t need a huge audience
You don‟t need to be good to start … but you need to
start to be great

12. Quick Review
The more invested you are in a topic and the
more you think about your direction, the higher
the probability of you have “success”.
Here are a few key points:
1.
2.
3.
4.
You don‟t need to be well-known
You don‟t need to be accredited
You don‟t need a huge audience
You don‟t need to be good to start … but you need to
start to be great
5. This is a marathon, not a sprint

13. Avoid “Squirrel Syndrome”
Be principle-based

14. “Choose a job
you love, and
you will never
have to work a
day in your
life.”
Confucius

15. “Choose a job
you love, and happens if
What
you will never do this?
you
have to work a
day in your
life.”
Confucius

17. To someone, you are a 4th grader

18. What area do you want to
become known in? Why?
In 5-10 years, what would you
love to be getting paid to do?
What are you good at? If you
don’t know, what do people
come to you for advice on?
What excites you? What do
you dream about doing?
What do you read, watch and
listen to on your own time?
What do you love talking
about with your friends, family,
etc.?
How will you define success for
your blog
15 quality posts minimum
What do you want to
accomplish with your blog
Get an A in class
Get noticed by _________________
Extend my job interviews ___________

19. Remember
EVERYONE starts @
zero

20. Remember
EVERYONE starts @
zero

21. Now that we have topic (why and
what) we need to focus on “who”.

24. Discover Your Who
The Fractal Tree by @TPLDrew

25. Discover Your Who
The Fractal Tree by @TPLDrew
• Topic of travel

26. Discover Your Who
The Fractal Tree by @TPLDrew
• Topic of travel
• For business or leisure?

27. Discover Your Who
The Fractal Tree by @TPLDrew
• Topic of travel
• For business or leisure?
• Leisure (adventure or relaxation?)

28. Discover Your Who
The Fractal Tree by @TPLDrew
• Topic of travel
• For business or leisure?
• Leisure (adventure or relaxation?)
• Relaxation (with pets or without)
•
Fido Friendly

29. Is your „who‟ clear?
Homework will be to define your who and identify
10 key people or organizations you want to
connect with.
List the organization
List the accounts (website address and social media accounts)
List why they are of value

30. Next Class
Kerry O’Shea Gorgone talks podcasting
• Check out some of Kerry’s resources on (which
will be on the class website)

31. Homework
• BOOK READING: Blogging the Smart Way p1619, Chapter 5, Chapter 7
• BLOG STRATEGY EXERCISE 2 … Defining your
topic and post schedule: (handed out in class)
• Begin working on your about page for your
blog
• Do you want to have your own domain name
and hosting?
• Tweet key takeaways from class and book