A look at digital content creation and how to develop a proper social media channel strategy for publishing and distribution. In this webinar, we will review: ~A look at the most common content types use today, both written and visual. ~How to identify which distribution channels are best suited based on personalities of your audience. ~Developing and executing a social distribution strategy including frequency.

1. THE APPROACHABLE BRAND:
Digital Content & Channel Publishing Strategies

2. TODAY’S PRESENTER
➢ Crystal Wiltshire
➢ Influencer & Social Media Manager,
Client Success
➢ Nearly 10 years experience in digital
content marketing
➢ Blogger & Social Media Addict

3. THE APPROACHABLE BRAND:
Digital Content & Channel Publishing Strategies
➢ Written Content Types
➢ Visual Media & Audio Content Types
➢ Determining Your Social Network Personality
➢ Implementing Your Content Strategy
• Questions & Answers

4. THE APPROACHABLE BRAND:
Written Content Types

5. THE APPROACHABLE BRAND:
Written Content Types - General Tips
➢ Keywords: write for the reader and keywords will happen naturally
➢ Use short paragraphs, bullets, and images to keep reader’s focus
➢ Link to authoritative sites to lend support to your topic or opinion
➢ Proofread and edit; spelling and grammar can make or break a piece
• Questions & Answers

6. THE APPROACHABLE BRAND:
Written Content Types - Blog Articles
➢ Target Length: 500 - 700 Words
➢ Purpose: Short and useful information
(News, Opinions, How-To’s, etc.)
➢ Craft a strong, keyword-rich headline and
URL to help with SEO• Questions & Answers

7. THE APPROACHABLE BRAND:
Written Content Types - Guides
➢ Target Length: 1,000+ Words
➢ Purpose: Industry Education & Learning
➢ Provide supporting documents such as
worksheets, checklists, etc.
• Questions & Answers

8. THE APPROACHABLE BRAND:
Written Content Types - eBooks
➢ Target Length: 10,000+ Words
➢ Purpose: Textbook Education, Storytelling, etc.
➢ Utilize chapters, table of contents, appendices, glossary, etc.
➢ Publish in a variety of formats (PDF, HTML, EPUB)
• Questions & Answers

9. THE APPROACHABLE BRAND:
Written Content Types - Other Options
➢ Case Studies
➢ Testimonials / Reviews
➢ White Papers
➢ Press Releases
• Questions & Answers

10. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types

11. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types - General Tips
➢ Present a professional image, don’t put out sloppy work
➢ Review and edit any graphics, video, and audio for spelling and grammar
➢ Remember to brand visual media
➢ Be creative and step outside the box• Questions & Answers

12. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types - Videos
➢ Length: 30 Seconds - 5 Minutes
➢ Purpose: Education, How-To’s, Brand Story,
Testimonials, etc
➢ Optimize around a specific keyword as videos
can rank in organic results• Questions & Answers

13. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types - Infographics
➢ Purpose: Presentation of data or information in a
graphic format
➢ Share socially and tie back to additional resources
(blogs, events, etc.)
➢ Examples:
•http://dailyinfographic.com/
•gShift Create Smarter Content
• Questions & Answers

14. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types - Podcasts
➢ Purpose: Provide information in audio format via web, mobile devices, etc.
➢ Helps build your authority and expertise related to your product / service
➢ Examples:
•Forbes Top Five Podcasts For Entrepreneurs
•Ten Podcasts for Digital Marketersoooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo
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ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo oQuestions & Answers

15. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types - Images /
Memes
➢ Purpose: Fast delivery of information that
is easily shareable
➢ Goal: Brand / message awareness not sales
➢ Use as a means to reinforce the message of
supporting digital content
• Questions & Answers

16. THE APPROACHABLE BRAND:
Visual Media & Audio Content Types - Other Options
➢ Posters
➢ Presentations / SlideShare
➢ Comics / Cartoons
➢ Social Profile Branding• Questions & Answers

17. THE APPROACHABLE BRAND:
Determining Your Content / Social Network Personality

18. THE APPROACHABLE BRAND:
Determining Your Content / Social Network Personality
➢ Like traditional marketing you need to identify target markets
➢ When identifying target markets learn
what social media and other content
channels they frequent
Questions & Answers

19. THE APPROACHABLE BRAND:
Determining Your Content / Social Network Personality
➢ After completing target market research develop 2-3 personalities
➢ Ex. John Smith
•43 years old
•B2B professional
•Socially active from 9-11pm on Facebook
•Socially active from 8-10am on LinkedIn
•Actively engages in group conversations and
watches videos• Questions & Answers

20. THE APPROACHABLE BRAND:
Determining Your Content / Social Network Personality
➢ After completing target market research develop 2-3 personalities
➢ Ex. Jane Smith
•32 years old
•Mother of two, works part time
•Socially active from 1-3pm on Facebook
•Socially active from 9-11pm on Twitter and Pinterest
•Actively shares images, blog posts, and is actively
commenting on videos• Questions & Answers

21. THE APPROACHABLE BRAND:
Determining Your Content / Social Network Personality
➢ Using your ‘personalities’ establish a content strategy that is built around
them
➢ Schedule content during times they
are on social media, not necessarily
business hours
➢ Be adaptable to change and update
your personalities as new technologies
and social platforms emerge• Questions & Answers

22. THE APPROACHABLE BRAND:
Implementing Your Content Strategy

23. THE APPROACHABLE BRAND:
Implementing Your Content Strategy - Publishing Channels
➢ Written content channels include your website but also:
•Social Media (Facebook, Twitter, LinkedIn, etc.)
•Article Sharing Websites - List of Top 50 Article Directories
( http://www.vretoolbar.com/articles/directories.php )
•eBook distributors (AppStore, Google Play, etc.)
• Questions & Answers

24. THE APPROACHABLE BRAND:
Implementing Your Content Strategy - Publishing Channels
➢ Visual media & audio content channels include your website but also:
•Social Media (YouTube, Instagram, Pinterest, etc.)
•Podcast stations (AppStore, Google Play, etc.)
•Potential to provide this digital content to
traditional media such as television and
radio stations
• Questions & Answers

25. THE APPROACHABLE BRAND:
Implementing Your Content Strategy - When To Post
➢ Twitter: 1-3pm
➢ Facebook: 1-4pm
➢ Pinterest: 8-11pm
➢ Gather your data metrics and plan around high
engagement periods• Questions & Answers

26. THE APPROACHABLE BRAND:
Implementing Your Content Strategy - Frequency
➢ Establish a regular publishing schedule
➢ Quality content will always trump fluff content
➢ Social media content will be different for each channel but be regularly
active across all channels
➢ Provide different content across different channels to give a reason for
people to follow all your channels• Questions & Answers

27. THE APPROACHABLE BRAND:
Implementing Your Content Strategy - Tracking Results
➢ Use data metrics provided directly in social media accounts (Facebook
Insights)
➢ gShift Web Presence Analytics Software can help with:
•External Page Tracking
•On-site Page Tracking
•Social Signal Tracking
•Analytics Goal

28. THE APPROACHABLE BRAND:
Questions & Additional Resources

29. THE APPROACHABLE BRAND:
Questions & Additional Resources
➢ Questions?
➢ Digital Content - Part 1 of 4: Written Content Types
➢ Digital Content - Part 2 of 4: Visual Media & Audio Content Types - 01/28
➢ Digital Content - Part 3 of 4: Content / Social Network Personality - 02/04
➢ Digital Content - Part 4 of 4: Implementing Your Content Strategy - 02/11• Questions & Answers