Thoughts on arriving at a framework for developing a content platform, presented as a workshop to Greater Spokane Inc.'s BizStreet members.

1. It’s All About
The Content,
Baby.
Presented by
Mickey Lonchar
Chief Creative Officer
Quisenberry Marketing & Design

2. What you’ll learn today:
• Develop a Content Strategy that is meaningful to
your audience.
• Develop a Brand Vision and use it as a content
platform/content filter.
• The three types of content every organization should
have.
• Guidelines for creating a Content Calendar.
• Fundamentals of building and nurturing a community
of followers.

3. First, a word about the
role of Social Media.

4. Social Media Marketing takes
us back to the future.
•We listen to customers.
•We interact with them one-on-one.
• We rely on good word of mouth.

5. ‘Earned’ attention vs. ‘Bought’ attention.
Is this going to keep my
customer ‘opted-in’?

6. Social Media
“flips the marketing funnel.”
The receiver is the medium is the creator.

7. Social Media gives
you a ‘house of many
doors.’

8. Social Media amplifies and adds depth
to your other marketing efforts.
Don’t think of it as ‘either/or.’

9. Social Media enhances your SEO.
70% of users typically find you via search engines.
Search engines love fresh robust content.

10. Social Media helps you learn more
about the nuances of your customers.

11. Social Media shortens
the purchase cycle.

12. Social Media gives you the
opportunity to customize your
marketing efforts.

13. Social Media gives your
organization human characteristics.

14. Social Media helps you identify
and nurture your brand advocates.

15. Social Media helps users get more
value from your product.

16. Social Media cuts customer churn.

17. Social Media
Social
Media
provides an
effective way to
work customers
up the ‘Loyalty
Ladder.’
Traditional
Marketing

18. What is Content?

19. What is Content?
‘Content’ is how
you communicate
with/touch your
consumer.

20. What is Content?
People don’t engage
with brands, they
engage with content.

21. What is Content?
Anything that touches
the consumer that
represents your brand.
Examples: packaging, web copy,
collateral, Facebook posts, paid messaging
(advertising), third party reviews, etc.

22. What is Content?
Content is the ‘currency’
of Social Media.
‘He who has the best
content wins.’
- Joe Pulazzi

23. What is Content?
Your ‘Content Strategy’ (or Content Platform) is the
intentional creation, implementation and deployment of
stories you tell as a brand to build trust and develop deeper
relationships with customers and prospects.

24. A Social Media program without
a Content Strategy is like...
Well, you get the idea.

25. Developing a Content Platform:
where to start.

26. Start with a meaningful
Brand Vision.
‘Who do I have to be to have you
become my customer?’

27. Meaningful Brand Vision =
What’s the ONE
THING we want
customers to say that
we do better than
anyone else?

28. Meaningful Brand Vision =
Unique - Are you the only one to provide this?
Meaningful - Is it of true value to your customers?
True - Is this who you really are and what you really do?
“Organizations typically have dozens of ways
to help a customer...beyond selling her stuff.”

29. Content Platform Exercise: Starbucks example.

30. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?

31. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
1. Provide a standardized experience.
2. Introduce new varieties and products.
3. Create ‘smarter’ coffee consumers.
4. Offer a line of accessories, enhancing the
‘coffee experience.’
5. Give customers a place to chill.
6. Making coffee buying convenient.
7. Provide customers a break in their day.
8. Raise the customer’s expectations.
9. Provide a ‘little reward’ for customers.
10. Serve product within 10 minutes of brewing.

32. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
1. Provide a standardized experience.
2. Introduce new varieties and products.
3. Create ‘smarter’ coffee consumers.
4. Offer a line of accessories, enhancing the
‘coffee experience.’
5. Give customers a place to chill.
6. Making coffee buying convenient.
7. Provide customers a break in their day.
8. Raise the customer’s expectations.
9. Provide a ‘little reward’ for customers.
10. Serve product within 10 minutes of brewing.

33. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
3. Create ‘smarter’ coffee consumers.
5. Give customers a place to chill.
7. Provide customers a break in their day.
9. Provide a ‘little reward’ for customers.

34. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
3. Create ‘smarter’ coffee consumers.
5. Give customers a place to chill.
7. Provide customers a break in their day.
9. Provide a ‘little reward’ for customers.

35. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
5. Give customers a place to chill.
7. Provide customers a break in their day.
9. Provide a ‘little reward’ for customers.
Brand Vision: “Welcoming”

36. Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help
customers, besides selling them stuff.

37. Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help
customers, besides selling them stuff.
Look over your list. Line out any of the functions that are not
unique to you or that add negligable value to the customer.

38. Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help
customers, besides selling them stuff.
Look over your list. Line out any of the functions that are not
unique to you or that add negligable value to the customer.
Partner up with one other person NOT in your organization.

39. Three Kinds of Content Every
Organization Should Have:

40. Three Kinds of Content Every
Organization Should Have:
1. Content You Create
• Website updates
• Videos
• Powerpoint Presentations
• Blogs
• Comments on other sites
• Social Media status updates

41. Three Kinds of Content Every
Organization Should Have:
1. Content You Create
• Create once, use many times
• Clone content across multiple platforms.
• Become a ‘Content Chop Shop’

42. Three Kinds of Content Every
Organization Should Have:
1. Content You Create
• Blogs: +55% more web traffic (Hubspot)
• Improves Search Engine Ranking
• Helps establish thought leadership
• Demonstrates your value, tells your story
• Creates content fodder

43. Three Kinds of Content Every
Organization Should Have:
2. Content that you curate
(Third Party content)
• Gleaned from ‘listening’
• RSS • Twitter • email •
StumbleUpon • Google Alerts
• ‘What would my customers find
useful?’

44. Three Kinds of Content Every
Organization Should Have:
3. Content You Re-purpose
or Re-imagine
• Conduct a Content Audit
• Newsletter articles
• Case studies
• Product information sheets
• Speeches or panel participation
• Archived blog posts

45. Content Creation Best Practices:

46. Content Creation Best Practices:
Get Contributions
From People Across
the Organization.

47. Content Creation Best Practices:
Develop a Content
Calendar.
(1-7-30-4-6-1)

48. Content Creation Best Practices:
Create a ‘content hub’
to aggregate all
available content.

49. Content Creation Best Practices:
Participate in as many platforms
as you can manage.

50. Content Creation Best Practices:
Create content that is both ‘sticky’ and ‘slippery.’

51. Content Creation Best Practices:
Solve, don’t sell.

52. Content Creation Best Practices:
Use tags and meta data
whenever possible.

53. Content Creation Best Practices:
Build inbound links.

54. Content Creation Best Practices:
Run Potential Content
Through the
‘Brand Vision Filter.’
(Relevant, Helpful, Reflects
Values)

55. How about a few good
(local) examples?
• Huppins on YouTube
• Pearson Packaging Twitter
• Blu Berry Yogurt Facebook
• “How’s Business” newsletter
• The Quisenblog

56. Effective Content Platform #1:
Huppins YouTube channel

57. Effective Content Platform #2:
Pearson Packaging Twitter

58. Effective Content Platform #3:
Blu Berry Yogurt Facebook

59. Effective Content Platform #4:
‘How’s Business’ newsletter

60. Effective Content Platform #4:
The Quisenblog

61. The inside dope on attracting
followers and fans.

62. The inside dope on attracting
followers and fans.
The ‘unsexy’ stuff: icons
on business cards, email
signature, etc.

63. The inside dope on attracting
followers and fans.
Utilize Facebook
Connect platform to
integrate online
presence.

64. The inside dope on attracting
followers and fans.
Rather than just “Find us
on Facebook,” explain
why they should.
“Get daily recipes and money-saving offers on our Facebook page.”
“Get the latest industry news by following us on Twitter.”
“Find our series of how-to videos on YouTube.”

65. The inside dope on attracting
followers and fans.
Let visitors/fans choose
how to follow. Give them
options.

66. The inside dope on attracting
followers and fans.
“Buy” followers:
• Facebook ads
• Giveaways: something in return for
clicking “like.”
• “Crowdsourcing” contests (Postaer’s
book cover)
• Connect company to a cause.

67. The inside dope on attracting
followers and fans.
Understand what you
want to do with your
followers (engagement).
90% of Facebook fans
never go back to the
brand’s page.

68. Seattle Sounders example
Scarves up!

69. Questions?

70. Resources of Note:
Joe Pulazzi - @JuntaJoe (Twitter)
Heidi Cohen - @HeidiCohen (Twitter)
Ann Handley - @MarketingProfs (Twitter)
Hubspot Inbound Marketing Blog -
www.hubspot.com/inbound-marketing-blog/

71. Contact Information
email: mickey@quisenberry.net
blog: www.quisenblog.com
twitter: @mickeylonchar
For an electronic copy of this presentation deck,
email me at mickey@quisenberry.net