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New England Direct Marketing Association Presentation
1. Without a Heart,
Social Media is Just a Platform!
Carla Gates
Social Media Strategist, Teacher, & Writer
NEDMA
May 15, 2013
2. TODAY’S MESSAGE:
CONTENT IS THE HEART
2
PROSPECTS
CUSTOMERS
EVANGELISTS,
RESELLERS,
INFLUENCERS
AMAZING
CONTENT
YOUR
WEBSITE
or BLOG
OF SOCIAL MEDIA MARKETING
3. Why Should You Care About Content?
• 80% of business decision-makers said they prefer to
get information via articles, not ads.
• 70% said content makes them feel closer to a company.
• 60% said content provided by companies helps them
make smarter buying decisions.
[Source: GfK Roper Public Opinion Polls]
Woah. 80% Want Content?
3
5. 5
content marketing n. creating (or curating), and
sharing valuable free content to attract and
convert prospects into customers.
“THE TRUST, CREDIBILITY, AND AUTHORITY
THAT CONTENT MARKETING CREATES,
KNOCKS DOWN SALES RESISTANCE,
ALL WHILE PROVIDING A BASELINE INTRODUCTION
TO THE BENEFITS OF YOUR PRODUCT.”
(Brian Clark, Copyblogger)
“CONTENT MARKETING IS THE GREAT EQUALIZER.
LARGE BUDGETS AND STAFF DON’T NECESSARILY WIN”.
(Joe Pulizzi, Content Marketing Institute)
8. So, how do I create content with a
heart?
8
1. Relevant 2. Timely
3. Personable 4. Visual
5. It’s not all about you!
The 5
Rules of
Great
Content
9. What keeps your customers up at night?
What makes them happy?
What information is valuable to them?
What’s on their wish lists?
9
Content with a Heart
Starts with Your Customers
10. 10
Pulling It All
Together
Get your
employees
involved
Use lots of images!
Photos, infographics,
maps, charts, memes
Newsjack!
Always tell a
story!
Industry news
Reviews,
testimonials
Use video to
interview key
customers, staff,
influencers.
Contests,
especially where
followers judge the
winners
How-tos, Lists, Top
10s
11. TO RESTATE:
CONTENT IS THE HEART
11
PROSPECTS
CUSTOMERS
EVANGELISTS,
RESELLERS,
INFLUENCERS
AMAZING
CONTENT
YOUR
WEBSITE
or BLOG
OF SOCIAL MEDIA MARKETING