You’ve learned an occasional tweet and a status update or two isn’t having an impact. We’ll talk about backing up the bus…instead of focusing on how you’re going to deliver the message (Foursquare, etc.) you need to first focus on what your overall message is. This presentation will help you understand how to build your own communication plan and content strategy. After this presentation, you'll be able to create you own Content Plan including: - Key Messages - Content Calendar - Evergreen Content - Timely Content

1. Backing Up the Bus: You’re on
Facebook & Twitter…But Business
Isn’t Growing. Now What?
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2. Backing Up the Bus…WTF?!
• Businesses rush to jump
on social media
• Often don’t stop to think
– What they want to say
– Who they want to say it to
– aka a Content Strategy
• Key is to remember social
media is a vehicle - only
– It drives traffic to your
content
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3. Huh? What Content?!
• Many skip a Content Strategy
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4. Questions In Your Head
• Why Should I Listen To
You?
• Maybe I’ll Listen…But I
Also Want to Talk!
• What Are We Talking
About?
• Will I Really Learn
Something?
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5. The bus has stopped
BUILDING YOUR CONTENT
STRATEGY
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6. Content Strategy: Key Messages
• Create 1-3 Key Messages
– The will be repeated over and over and over again
– Verbatim: not the time to be creative
– This is how you build a brand
– Basis of your content strategy
• Key Messages can answer:
– Why business is unique / competitive advantage
– Why you’re better than the competition
– Why clients refer business to you
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7. slideshare.net/RaniMonson @RaniMonson #etcdallas

8. Source: SocialMediaToday
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9. CREATING THE CONTENT
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10. Content Calendar
• Plan ahead to reinforce
your key messages
• Block out rolling 13
months of what you
know
• Holidays
• Seasons
• Industry events /
conferences
• Your vacation
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11. Evergreen Content
Examples
What is it? • FAQs
• It’s always relevant / • Case studies
green • Lessons learned
• Recycle popular content
• Plan: Ready ahead of
• Guest writers
time • How-to guides
• Have a list handy – plug • Q&A
in as needed • Curate a list of content
from others
• Historical industry info
• Calendar of events
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12. Timely Content
Typically safe: Be careful with:
• Industry news • Current events
• Emerging trends • Politics
• Data / facts • Religion
• Research reports
Did you know
today is
“Swim a Lap
Day”?
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13. Other Ideas
• Content isn’t just words: Videos,
Photos, etc
• Look to Pop culture: TV, Music,
Movies
• Study other Media: Magazines,
Books, Talk Shows
• Share an alternative view
• Remember: Truth is stranger
than fiction
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14. Tips
• Schedule a deadline for
yourself
– Don’t procrastinate
– Hardest part getting started
• Read your content to
yourself – out loud
• Ask someone else to read it
• Remember: It will get easier
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15. If You’re Still Worried…
• Look at Facebook
– Find a P90X fan
• It’s digital!
– You can always fix
it later
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16. Let’s Brainstorm Your Challenges
Content
Strategy:
• Key Messages
• Content
Calendar
• Evergreen
Content
• Timely Content
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17. Thank you!
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