Content the Foundation of your Social Media Marketing - Tips and Tactics to Create and Optimize

1. Content - The Foundation of your Social Media Marketing Tips and Tactics to Create & Optimize
2. Introduction
3. Introduction “Every two days we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 (CEO of Google)
4. What Is Content?
5. What is Social Media Content Marketing?
6. Content Types • Videos • Blog posts • Newspaper articles • Magazines • Images and Photos • Instant messages • Text messages • Tweets • Facebook updates
7. Online Video • 2007 - 8 hours of Video every minute
8. Online Video • 48 Hours uploaded every minute
9. Facebook • “250 million photos are uploaded to Facebook every day”
10. Twitter • “200 million tweets per day”
11. Email • “90 trillion emails a year or more than 2.8 million emails a second”
12. Texts • Text Messages in 2011 – More than 8 trillion
13. The Challenges • 8 Challenges of Content Marketing 1. Finding inspiration and ideas 2. Creating it 3. Making it relevant 4. Resourcing it 5. Managing it 6. Monitoring it 7. Measuring it 8. Making it “Liquid” and Contagious
14. The Benefits • Positions “Online” Experts • Optimizes for search (SEO) • Creates an online asset • Educates and entertains • It doesn’t sleep • Amplifies your signal • Connects, engages and sells • Reach a global audience
15. Tips and Tactics for Content Marketing on a Social Web • What is the Lie Some Marketers Tell You?
16. Tips and Tactics for Content Marketing on a Social Web • The Lie!
17. The 10 Commandments of Content Marketing
18. The 10 commandments of Content Marketing 1. Focus 2. Goals 3. Embrace being a publisher 4. Solve problems by informing & educating 5. Entertain 6. Be human 7. Show don’t tell 8. Publish everywhere 9. Use Multimedia 10.Include calls to action
19. Getting Started
20. What Content Should Be! 1. Great headline 3. Easy to read 5. Short and snappy 7. Visually strong 9. Mobile enabled
21. What Content Shouldn’t Be! 1. Boring 3. Long 5. One dimensional 7. Irrelevant 9. Offline
22. The Ultimate Content
23. The Ultimate Content • Online Video: “Dynamite” Surfing
24. Online Video: 4 Keys for Viral Video 1. Congruency 3. Emotive strength 5. Network involvement 7. “Paired meme synergy”
25. Video Graphics: Social Media Revolution
26. Video Graphics: Social Media Revolution
27. Articles and Blog Posts • Awesome headlines – Tempt and Tease • Great writing – be a story teller, find your voice • Good Structure – Sub Titles, Bullet Points • Educational – How To’s • Informative – News, Facts and Figures • Visual – Images, Infographics, Photos, Cartoons Case Studies: Social Media Examiner & Copyblogger
28. Infographics
29. Images
30. Images
31. Photos
32. Photos
33. Finding Inspiration and Ideas for Content 1. Subscribe to the top blogs in your industry 3. Read inspiring books 5. Switch on your “Multi-Media” mind 7. Keep the iPhone handy (notes & photos) 9. Turn on the content ideas “Antenna” 11. Brainstorming sessions
34. Creating Multiple Media Content Types • Ask the question? “How can I communicate this with something other than words?”
35. Creating Content for Multiple Social Networks
36. Optimising your Content - What do you to optimise for? • Search • Social • Short attention spans • Multimedia world • Mobile platforms
37. 4 Keys to Optimizing Content 1. Ease of Reading and Viewing 3. Optimize for Sharing, Subscribing and Virality 5. Make it Addictive 7. Search
38. 10 Tips for Addictive Content 1. Reviews 2. Mega Lists 3. How To’s 4. Experts and Thought Leader Interviews 5. Case Studies 6. Negative or Contrarian Stories 7. Facts, Figures and Statistics 8. News Stories 9. Research 10.Infographics
39. Supercharging Content from the Tribe – 3 Key Tactics 1. Guest Posts 3. Experts 5. Thought Leaders at Webinars “Goal is to attract masses of people and deliver highly valuable content”
40. Promoting your Content – 7 Tips • Remember “Organic is slow” 1. Supercharge it with Paid (SEM and SMM) 2. Promote on Twitter 3. Publish to Facebook 4. Publish to LinkedIn 5. Include Google+ 6. Stumble it! 7. Don’t forget the Visual Networks (Pinterest, Quora, Instagram, Slideshare)
41. Creating a Content Schedule – Some Ideas! • Content and Platform to publish to Facebook once a day • Tweet 10 times a day • Blog post daily or weekly • Video monthly • PowerPoint presentation to Slideshare monthly • White paper or eBook quarterly • Annual industry research or survey
42. Creating a Content Schedule: Twitter
43. Measuring Success • Views • Retweets • Comments • Subscribers • Facebook Likes • Downloads • Leads • Sales
44. Case Studies: Super Stars of Content
45. Case Studies: Super Stars of Content • Blog • E-Books • Marketing Hubs – Twitter, Blogging, Lead Generation • Marketing kits • Marketing videos • Weekly marketing video podcast • Webinars • White papers • Marketing studies and reports • Marketing tools – “Website Grader”
46. Case Studies: Super Stars of Content - Old Spice • Video was their content of choice 1. Keep Your Videos Short and Snappy 2. Advertising into “Content” that is Easy to Share 3. Make you Marketing Content Searchable 4. Everywhere 5. Respond in Real Time 6. Used Other People’s and other Media’s Networks (for free) 7. Use Social Media to Activate Mass Media 8. Keep the Content Pumping 9. Drive Engagement through Personalization 10. If it Works Keep Repeating a Proven Formula
47. Case Studies: Zappos – Online Shoe Store • The Content – 13 Blogs – Images – Crowd sourced Content with reviews – 50,000 Videos
48. Case Studies: Mr Porter • The Content – The Journal – Online Magazine published weekly – Style Icons – David Bowie examples of style – Style Advice – Tips on shoes to wear and “the” watch to buy – Style Council – Tapping into powerful networks – Video Manual – Learning the art of smart yet informal dressing
49. If you still don’t think content marketing is important – consider this… • Coca Cola – The Coca Cola 2020 Marketing Vision – Replacing “Creative Excellence with “Content Excellence”
50. Case Studies: Coca Cola • 5 Lessons from Coca Cola’s New Content Marketing Strategy – Lesson 1 - Create Liquid Content – Lesson 2 - Ensure your Content is Linked – Lesson 3 - Create Conversations – Lesson 4 - Move onto Dynamic Story Telling – Lesson 5 - Be Brave with Your Content Creation
51. Takeaways – Think like a publisher
52. Takeaways – Optimize your content
53. Takeaways – Market and Everywhere
54. Takeaways – Create Multimedia to engage everyone
55. Takeaways – Be relentless
56. Twitter: @JeffBullas

Notes de l'éditeur

I want to tell you 3 short stories The Man on the moon The boy in the bed with the lamp under the covers The day I discovered the world of the web Today we are going to look at what content and content marketing is Show some ways to come up with inspiring ideas for content List some powerful types of content Look at addictive types of content Look at ways to structure and optimise your content Provide some case studies of successful content marketing strategies
Consuming and organising all this information is one of the challenges of a modern knowledge world in which we live Do we book mark it File it on our laptop Do you punch the reference into your notes function of your iPhone or iPad Do you grab a pen and jot it down on your beloved Moleskine notepad?
We live in an age of “ Big Data “..which means there is more data than ever before. In one day we create 1.5 billion pieces of content, 200 million tweets and 2 million videos. Trying to make sense of the mountains and oceans of data that are now part of our knowledge world due to computers, mobiles and the web is a daily challenge.
Anything created and uploaded to a website and published to your outposts. Content Marketing is about creating compelling contagious content and sharing it freely on social networks and blogs.
Content Marketing is about creating compelling contagious content and sharing it freely on social networks and blogs. Content marketing is about attraction, permission and pull it is not about push It is about creating compelling contagious content that attracts people and businesses to you. It is about content that educates, informs, entertains and inspires It is about providing information that solves problems It is about getting them to your site and then getting them to take action. Engage first then get them to Subscribe Share With the ultimate goal is to get them to buy!
Videos Blog posts Newspapers Magazines Images and Photos Instant messages Tweets Facebook Updates
Some more recent stats on YouTube: 13 million: Number of hours of video that were uploaded in 2010. 60 days > 60 years: More video is uploaded in two months than the three major U.S. networks (ABC, CBS, NBC) combined created in six decades. 30 percent: Amount of overall traffic coming from the U.S. YouTube is localized in 25 countries and 43 languages. 700 billion: Number of playbacks in 2010. 10,000: Number of partners, hundreds of which make six figures a year. More than 7,000: Number of hours of full-length movies and shows. 2 billion: Number of global video views per week being monetized. 10 percent: Amount of videos available in HD. 100 years: Amount of video scanned daily by Content ID, which is used by more than 1,000 partners, including every major U.S. network broadcaster, movie studio, and record label. 4 million: Number of people connected and auto-sharing to at least one social network. 100 million: Number of daily mobile views.
This is a 600% increase in just 4 years!
Photos and Images are the most shared content on Facebook This could be a cartoon or a great photo or image such as an infographic We share videos Blog articles Anything that catches our interest In fact this publishing has is taking up a larger and larger share of our lives Ariana Huffington stated that “Self expression has become the “New entertainment”
In February Twitter went through the 500 million registered users milestone The content shared on Twitter continues to accelerate In 2009 it was 2 million tweets per day In July 2011 it was greater than 200 million tweets per day This is a 1000% increase
Just because social media is the shiny new toy don ’ t discount email 2.8 million emails are sent every second 90 trillion emails a year
Texting is also part of our information overload In fact some teenagers are sending nearly 4000 texts a month Some teenagers can send a text without even looking while it is in their pocket Insoo doesn ’ t even have to take the phone out of his pocket to send an SMS. He knows how to slide it open, which buttons to push how many times to reach the “ Send SMS ” menu option, compose the entire text message, and hit the send button — all without even looking at the phone. This is especially handy when he needs to send an SMS during class.
89% of emails are spam Poor quality content Too much content Many Formats Old Marketing Paradigm and “ Advertising ” content is outbound and interruption based but now can be blocked or easily ignored Yellow pages Direct mail Television Radio Local newspaper New Marketing Paradigm – Content Marketing also called Inbound Marketing or Pull Marketing
So why Create Quality Content? And why does it help your social media marketing? If a personal brand then position you as a thought leader If a business then position your company as an expert and leader in its field Improves search engine results – Google loves new fresh content Creates an online asset (an information annuity that keeps giving - Jay Baer) It educates and entertains It works 24/7 while you sleep, year in and year out Provides content that can be shared and creates online buzz Creates loyal fans and followers Creates engagement and builds relationships with customers and potential customers Consider it as important as a bricks and mortar asset that you own
That you can market your content to the 2 billion internet and web users But you don ’ t need to reach 2 billion. Seth Godein said a tribe of 1,000 loyal raving fans is enough Orabrush CEO became pesimistic about his market and a university marketing class revealed that his US target market was only 8% of the population but that is millions! Niche targeted marketing!
The 10 commandments of content marketing on a social web Get Focused – who are you? Content for social media marketing for business Have goals for your content – capture emails, provide leads, nuture prospects, entertain to make brand memorable, viral Embrace being a publisher Solve problems for your customers and prospects Include calls to actions (subscribe, share, register for an eBook or whitepaper) Talk like a human and be authentic to your customers not your industry Show don ’ t Tell – Case studies on how your product is used Make it entertaining – have some fun Orabrush Video – Sold 1 million using YouTube Publish everywhere - Make it ubiquitous – place it everywhere from hub to outposts where your customers are Use media formats that your customers like and enjoy – video, podcast, whitepaper, eBook
The 10 commandments of content marketing on a social web Get Focused – who are you? Content for social media marketing for business Have goals for your content – capture emails, provide leads, nuture prospects, entertain to make brand memorable, viral Embrace being a publisher Solve problems for your customers and prospects Include calls to actions (subscribe, share, register for an eBook or whitepaper) Talk like a human and be authentic to your customers not your industry Show don ’ t Tell – Case studies on how your product is used Make it entertaining – have some fun Orabrush Video – Sold 1 million using YouTube Publish everywhere - Make it ubiquitous – place it everywhere from hub to outposts where your customers are Use media formats that your customers like and enjoy – video, podcast, whitepaper, eBook
What sort of content should you create? It depends on who your target audience is and these are some of the questions to ask when creating content Who are you selling to? What are their goals and aspirations? What are their problems? What media do they rely upon for answers to their problems? How can we reach them? What things are important to them? What words and phrases do they use? What are they really buying from you?
Have a great Headline whether is an article, ebook or video Easy to read Short and Snappy Visually strong not just text centric Mobile - Old media was read on the couch new media is read on your horse - Ariana Huffington car and beach
Online Video Video Graphics Articles Infographics Images Photos
I should have Congruency – that is relevant to your audience Emotive strength – tap into emotion Network involvement – the network is involved and large Synergy – the meme ’ s work together http://www.youtube.com/watch?v=JR_naKxLEPc&feature=player_embedded A marketing professor, Brent Coker from the University of Melbourne has come up with a algorithm as to why people will share some videos and ignore others and maybe discovered the “ Holy Grail ” of marketing. According to the algorithm ( called the BVMP or “ Branded Viral Movie Predictor ” ), the four key elements required for a video to go viral are: Congruency Emotive strength Network involvement “ Paired meme synergy ” So how can you harness these elements and what is the essence of the formula that can contribute to making a video become viral?
http://www.youtube.com/watch?v=JR_naKxLEPc&feature=player_embedded A marketing professor, Brent Coker from the University of Melbourne has come up with a algorithm as to why people will share some videos and ignore others and maybe discovered the “ Holy Grail ” of marketing. According to the algorithm ( called the BVMP or “ Branded Viral Movie Predictor ” ), the four key elements required for a video to go viral are: Congruency Emotive strength Network involvement “ Paired meme synergy ” So how can you harness these elements and what is the essence of the formula that can contribute to making a video become viral?
http://www.youtube.com/watch?feature=player_detailpage&v=nPYrbSUqr2k Not only have videos become content that begs to be shared but video graphics that combine video and graphics with audio to create compelling contagious content
We live in an age where time is in short supply and consequently you need to make your content Easy to read Structured for skimming and scanning More visually strong
What are infographics? They are a mix of design, writing and analysis that are ideal for an age of big data. Recent research from Barbara M. Miller and Brooke Barnett: - On their own, text and graphics are both useful yet imperfect methods for communication. Written language allows an almost infinite number of word combinations that allow deep analysis of concepts but relies heavily on the reader ’ s ability to process that information. Graphics may be easier for the reader to understand but are less effective in communication of abstract and complicated concepts This study showed that for the presentation of scientific information, combining text and graphics allows communicators to take advantage of each medium ’ s strengths and diminish each medium ’ s weaknesses. Some infographics specialists: FlowTown, Column Five Media, Schools.com
As a humans we are incredibly visual and the visual medium is a powerful way to engage your audience online Facebook Timeline, Google Plus, Pinterest, Instagram Images can Shock inspire, make you laugh and most importantly motivate you to share contribute to making a video become viral?
This cartoon is my most viral content on my Facebook page!
Reveal your Fun side Humanise the corporation
Reveal behind the scenes My blogging station!
10 Tips to create Content 1. Always be alert to conversations and situations with clients, friends and colleagues that you can turn into a post. An example of this was a conversation with a client where he mentioned that his use of social media such as a blog, Twitter and Facebook had together increased his search engine rankings from page eight to page one. It is important to develop the awareness for finding topics to write about. Another example was a conversation with my young nephew which inspired ‘ Choose a Dream For 2010 ‘ 2. Read the Latest News In Your Industry – Google reader for Organising This is really important as it will provide you with topical ideas that are relevant to your industry and people are interested in reading about. A recent one was “ 11 iPad Facts and Figures To Make The Amazon Kindle Cringe ” 3. Create A Google Alert If you are struggling for an idea I found that having a ready list of topics in your industry in my email inbox that are constantly updated by Google a great way to become inspired. Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic that can be fed to your inbox either daily or as it happens. I use phrases such as ‘ Social Media Case Study ’ or ‘ iPhone Apps ’ . I would recommend that you create a dedicated email account that receives these updates or else your important daily email will be lost in the crowd of inbound alerts. 4. Subscribe to the Top and Favourite Blogs in your areas of interest This doesn ’ t have to be just your industry there are times when I have taken a topic from another niche and put a social media twist to it. I scan and read my Google Reader every day. 5. Create A Poll I have found that there are questions in your niche that are topical and you can quickly create an introduction and then create the poll using something like the ‘ Poll Daddy ’ widget. A recent poll I ran was titled ‘ Why Do You Blog? ‘ 6. Take The Results from a Poll and Turn it into a Post. This will be of interest to readers as a lot of them will have participated and will want see the results summarized and commented on. An example for this suggestion is a follow up to the ‘ Why do you Blog Post and was ‘ 11 Reasons Why People Blog ‘ . 7. Comments as a Source of Inspiration I have found that insightful comments by readers on your posts can be a valuable resource for a post. Don ’ t forget to mention their name and highlight their contribution and link to their blog. Example for this was ‘ 50 Ways To Optimize Your Blog ‘ 8. Make another blogger a star on your blog There are a lot of bloggers in your industry that have great ideas that you can help them spread. An example of this was when I wrote a post after attending an industry forum and was inspired by a blogger who talked on a topic that I found of interest… a post that illustrates this is a post titled ‘ How To Reduce Business Costs By 90% ‘ 9. Read Books Offline Reading is an essential element in finding topics and ideas for blog content. When reading a thought provoking book I often come with ideas for content that swell up from the points that the writer is making. Grab a pen and take some notes and add it to your library of topics either in your draft or your diary. 10. Switch On your Multimedia Mind As part of your development of becoming fine tuned to coming up with content ideas you need to ask your questions like ‘ Are there text posts I can turn into a two to five minute video blog ’ or ” could I turn this post into a powerpoint presentation that I could then post on slideshare and then embed it on my blog. The other benefit for this is that a text blog can be turned into multiple types of media rich content that are 3 different social media platforms and with optimisation can increase your blogs SEO (Search Engine Optimization) What are some other ways to come up with topics for your blog and how do ‘ You ’ become inspired to develop and write posts and content?
Search: Title, Description, Category, Key words (tags)
Headlines and Sub Share buttons Subscribe buttons
Reveal behind the scenes My blogging station!
Hubspot – TV, slideshare, cartoons Old Spice – paid owned, earned, converged Mr Porter – Blog, images, videos, how tos Zappos – 50,000 videos in online store Supre – crowd sourced content, surveys Victoria ’ s Secret - Video
Old Spice – paid owned, earned, converged The number one most viewed sponsored channel on YouTube - 236 million YouTube Views 80,000 Twitter followers in 2 days Facebook Interaction increased 800% with the personalized videos (Fans now total over 1.5 million) Sales figures increased by 107 %
They do this by providing great content in various media formats that educates, informs and provides iconic examples of how to dress for success. They must be doing something right because in the 9 months since starting they have Acquired more than 1 million unique browsers The store now include 150 brands Ship to 170 countries The genius behind the content is Jeremy Langmead who was previously the editor of the British edition of “ Esquire ” magazine. Jeremy says that “ Men will ask a lot of questions before buying something and if you give them the right answers they will spend ” The heart and soul of the success of “ Mr Porter ” is its content
Lesson 1: Create Liquid Content The purpose of content excellence is to create “ Ideas ” so contagious that they cannot be controlled this is what is called “ liquid content ” . On a social web people can easily share ideas, videos and photos on social networks such Facebook. So create content that begs to be shared whether that be an image, a video or an article. Lesson 2: Ensure your Content is Linked The next part of the equation is to ensure that these ideas create content that is innately relevant to The business objectives of your company The brand Your customer interests This is “ Linked ” content…. Content that is relevant and connected to the companies goals and brand. Ensure that the content communicates your message that is congruent with your mission and values. Lesson 3: Create Conversations Coca Cola has realised that the consumer creates more stories and ideas than they do so the goal is provoke conversations and then “ Act ” and “ React ” to those conversations 365 days of the year. The new “ Distribution Technologies ” of Twitter, YouTube and Facebook provide greater connectivity and consumer empowerment than ever before. Don ’ t just publish but interact with your audience and tribe. Lesson 4. Move onto Dynamic Story Telling On traditional media in the past, story telling was static and a one way street. Television and newspapers shouted at you with no means of interaction. Coca Cola has come the realisation that to grow their business on the social web they need to move on from “ One Way Story Telling ” to “ Dynamic Story Telling ” This means you need to allow the story to evolve as you interact and converse with your customers. You need to converse with your customers in many media formats and social networks. Storytelling has moved on from static and synchronous to multifaceted, engaged and spreadable. Lesson 5: Be Brave and Creative with Your Content Creation Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating “ Liquid content “ . 70% of your content should be low risk. It pays the rent and is your bread and butter marketing (should be easy to do and only consumes 50% of your time) 20% of your content creation should innovate off what works. 10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%…. be prepared to fail This provides a blueprint regarding moving on from just developing white papers, to trying some content that is more visual, courageous and engaging in web world that has embraced multimedia and interactive conten
Think like a Publisher
Optimize your Content
Promote Everywhere
Create Multi-Media to reach everyone
Be Relentless

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