Integrating Content Marketing and Social Media Strategy
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Tightly integrating a brand’s content marketing and social media strategies makes both more successful. Research suggests effective content marketers are 5 times more likely to work from a documented content strategy and are using more social platforms than those falling behind. This presentation excerpt identifies smart opportunities for effectively and efficiently integrating content and social strategies to deliver stronger business results. It includes questions to develop an audience persona as the foundation to identify business opportunities where content marketing makes sense, smart content topics any business can develop, and the types of conversion-oriented messages to incorporate in the brand's content stream.
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Integrating Content Marketing and Social Media Strategy
- 2. Brainzooming™ @Brainzooming #SMSsummit We help make smart organizations more successful by rapidly: • Expanding their strategic options and • Creating innovative plans they can efficiently implement.
- 5. Brainzooming™ @Brainzooming #SMSsummit Should be Creative Everyone’s Involved Can be “Faked”Can be Learned Yields Better Results Is Important Strategic Thinking Mind Mapping ‐ Think
- 7. Brainzooming™ @Brainzooming #SMSsummit • What are you learning as an organization? • How are you addressing industry issues? • What customer service issues have you solved? • How is your team working with customers? • How does you improve your community? • What does the team do outside work? Do
- 8. Brainzooming™ @Brainzooming #SMSsummit Business Development Beat • What questions do prospects ask at each buying process stage? • What questions do prospects NOT ask at each buying process stage? • What triggers people to purchase your brand? • What do people doubt about your brand that leads to losing business?
- 9. Brainzooming™ @Brainzooming #SMSsummit The Analytics Beat • Why do people reach your website? • Where do they come from? • Where do they go next? • What content is getting them to spend the most time? • What are competitors’ keywords?
- 11. Brainzooming™ @Brainzooming #SMSsummit Involve the Audience 1. Answer questions your customers or readers have asked you. 2. Ask a question of your readers to see what they think. 3. Ask readers what they’d like to read. 4. Ask 5 customers in a row the same question and write their responses in a blog. 5. Interview a customer on concerns, challenges, and views on industry issues. 6. Look for blog titles from your industry and write your version of the topic. 7. Publish potential upcoming topics and let readers decide what they want to read. 8. Run an online survey for readers and report the results. 9. Share a question on Facebook or Google+ and use responses for a blog post. 10. Feature guest posts from clients. 11. Solicit guest blog posts from business partners. 12. Talk to customers at events and find out what their current challenges are.
- 12. Brainzooming™ @Brainzooming #SMSsummit Sharing What Your Brand Knows 13. Interview yourself on a topic. 14. Recap a past event. 15. Recap the results of a research report someone else published. 16. Report on a conference people from your company attended. 17. Reveal background info on things that make your organization successful. 18. Share really cool work your organization is doing. 19. Share the results of research your organization has completed. 20. Summarize what your organizations knows about a news topic. 21. Write about things your audience might not realize. 22. Write about what your organization does to serve customers.
- 13. Brainzooming™ @Brainzooming #SMSsummit Teach Others 23. Expand your thinking on a published post so it is more teaching‐oriented. 24. Take a new angle on a topic you’ve written about already. 25. Teach a new technique or tips you’ve been using. 26. Write about something you learned in the last week to share with readers. 27. Demonstrate a process your company uses that is valuable for your audience. 28. Answer frequently asked questions that require video demonstrations. 29. Feature experts in your business sharing their knowledge.
- 14. Brainzooming™ @Brainzooming #SMSsummit 30. Make a long list of ideas your customers and readers can use. 31. Make a short list of steps readers can take to accomplish something. 32. Write anything allowing you to put a number in the title (it attracts readers). 33. Add additional items to a list you’ve already published. 34. List the types of customer problems you routinely solve. 35. List questions you’re getting in customer service. 36. Ask readers a question and report the answers in a list. 37. List the steps in a process readers could handle for themselves. Make a List
- 15. Brainzooming™ @Brainzooming #SMSsummit Share Opinions 38. Write what your organization thinks about a topic or a news story. 39. Disagree with a well‐known business perspective. 40. Write a response to an idea in a book relevant for your audience/industry. 41. Predict what your organization thinks will happen in the future. 42. React to opinions a competitor or an industry figure is discussing. 43. Review a book or magazine article you’ve read recently. 44. Review a fantastic product or service your organization uses. 45. Review a topic people are thinking about in your marketplace. 46. Share a half‐baked idea to see if readers can finish baking it. 47. Write a blog post that’s 80% done and allow readers to finish it. 48. Write about something completely obvious as if you’re the first to think of it. 49. Write about something completely obvious in a new way. 50. Write about anything to interest readers more than recent topics.
- 16. Brainzooming™ @Brainzooming #SMSsummit Have Your People Personalize It 51. Complain about a personal recent customer experience relevant to your audience. 52. Share an anecdote from your organization. 53. Talk honestly about an issue where your organization is struggling to improve. 54. Thank a customer who has been loyal to your business. 55. Write about the most interesting thing that happened in your organization today, yesterday, or this week. 56. Write about what inspires your organization and its people. 57. Cover community activities your organization supports. 58. Create a post that’s slightly more or less outrageous than the typical content. 59. Write something dramatically more or less outrageous than what you typically write. 60. Write something that allows you to name drop customers who will share it within their networks.
- 17. Brainzooming™ @Brainzooming #SMSsummit Use Video and Images 61. Video executives sharing brief commentaries. 62. Video a demonstration relevant for your audience. 63. Video an interview with a work colleague or business partner. 64. Ask 5 customers to answer the same question on video. 65. Use photos from corporate events or customer interactions. 66. Feature photos of interesting things your organization DOES. 67. Video a customer talking about its business. 68. Have two customers interview each other. 69. Video a day in the life of your customer service organization. 70. Shoot a short video with reasons why others should Like your Facebook page.
- 18. Brainzooming™ @Brainzooming #SMSsummit Repurpose Content 71. Combine shorter posts from your organization’s blog into a longer one. 72. Expand a comment from another blog into a full blog post. 73. Group tweets from your organization into a list or other blog post. 74. Organize and refresh in new ways relevant information that’s already been published. 75. Publish links from your blog to make it easier to find everything on a topic. 76. Publish a presentation from your organization on Slideshare to embed in a blog. 77. Re‐edit and freshen something already written with new content. 78. Re‐run the most popular post(s) your organization has shared. 79. Share an intriguing video with comments to give your thoughts about it. 80. Write up the points covered in a slide from a Powerpoint presentation. 81. Embed a funny or on‐target cartoon.
- 20. Brainzooming™ @Brainzooming #SMSsummit • Non‐exclusive offers (A deal for everybody) • Giveaways (Something for engaging) • Sharing content for information (Permission to keep talking) • Peaking interest (Sneak looks at product) • Micro‐advertising (Links to ads) • Exclusive offers (Deals for those acting) • Direct response (Click the link to buy) • Proactive outreach (We can meet your need) • All Deals, All the Time (Dell – nothing but deals)
- 21. Brainzooming™ @Brainzooming #SMSsummit We help make smart organizations more successful by rapidly: • Expanding their strategic options and • Creating innovative plans they can efficiently implement.