The document discusses content marketing and social media marketing. It explains that content marketing involves creating a core set of content and a central website, while social media helps distribute that content to various audiences. It provides tips for integrating content marketing and social media, such as atomizing content into different formats for each channel, listening to audiences, and measuring results. The goal is to maximize content by adapting it for different social media platforms and measuring engagement.

1. Accelerate Brand Publishing Module
Social Media & Content
Integrating & Atomising Content
Apple Cores & Orange Slices
What’s the difference be-
Learning tween content marketing and
Objectives social media marketing?
Understand how content It’s easy to confuse the two,
marketing and social media but if you see content market-
interact and differ ing as creating the currency
of social media channels,
Build an integrated content then the differences – and
marketing campaign using how they complement – each
social media other, becomes clearer.
Learn how to ‘social’ listen At the heart of content mar-
to your customers to help keting is the creation of a
drive content core of content – a ‘centre of
gravity’ such as a website –
Understand how to meas-
ure success
while social media provides Accelerate Content Marketing and Social
the delivery mechanism for Media is one of the first courses in Australia
that content to reach audienc- to bring these two disciplines together, ex-
es, customers, potential cus- plaining how they can be integrated to pro-
tomers and fans. duce measurable results delivered across
multiple channels.
Crafting a case for social content
Kraft Foods is a leader in content
Key Take Aways marketing because it threads this
needle of fascinating content
Content marketing and so-
cial media marketing have
through it’s many social media
the same objectives, but needles. It builds on a centre of
NOT the same approach gravity that supports the tone and
feel of its content. Kraft further-
Content is the currency of more integrates its messaging,
social media listens to the response to it and
measures the outcomes.
Using social media to listen
to your audience before a
content marketing initiative
will increase chances of Content marketing complements
success social media well when both are
deployed to do what they do best.
Images are becoming an With social media, that means an
increasingly valuable curren-
cy...
opportunity to grow audiences,
leverage word of mouth and gen-
Maximise your core content erate increased brand awareness.
by atomising and morphing it With great content, you can pre-
into different offerings
sent magnetic content, cement
Never stop listening relationships, build trust and hold
the customer’s hand throughout
Never stop engaging the buying process.
Never stop measuring
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2. Social Media & Social Media Noise
Content
Integrating & With so many social media platforms
popping up, marketers are beset by a
Atomising Content
myriad of options when it comes to
developing content. Understanding
what format each channel requires and
how to optimise it for each audience is
key. That doesn’t mean you are exten-
sively rewriting your core content each
time, or that you are considering the
formats of the different channels when
While Twitter may you create that core content
introduce you to (remember, content marketing is about
the audience, not the delivery)… just
new people, Face- giving it different angles and spin that
book could well be resonate with audience expectations
where you preach on each network.
to the converted.
An AdAge survey
of fans of major Match Content With Channels
brands found that
84% of a compa-
ny’s Facebook fan
base are already
customers.
And that means
that Facebook
fans want what
loyal customers
want – content that
rewards them such
as special offers,
member-only are-
as and events, the
nod on new prod-
ucts.
Create fans-only
area with special
offers and content. To make the best use of social Look for new people YOU want to
Make sure your media platforms, you need to follow Finally, always reply, al-
staff active in the speak the various languages as- ways link.
sociated with these platforms.
sense that they With Twitter, above all, tweets
are commenting must be quality content...people
on other pages, will re-tweet on the basis of your
headline if it captures the imagina-
inviting friends and tion. But if it doesn't add value, ie.
contacts and shar- Is tweeting for tweetings sake,
ing content not just they will stop trusting you. That's
why it needs to be authentic con-
about your brand tent (not just your latest sales
that can be of use. offer'). Will it make sense as a
tweet and a re-tweet? What are
other tweeters tweeting about –
can you get involved? Look at
new followers and decide whether
you will follow them. Look for
interesting content to re-tweet
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3. Journey of a Story Here is a big story from the BBC about Rick
Social Media &
Santorum bowing out of the republican nomina-
Content
tion race in the US. Integrating &
Atomising
You can see here how what PR Newswire
terms ‘atomising’ content in its white paper on
how content is the currency of social media.
The BBC has to decide which of those channels
are appropriate for its audiences – Pinterest
may not be where their target audience is, for
example even though we’re shown how it could
be used here. But you can see how each ele-
ment of the content could potentially have a
channel on a social media network and in the
BBC’s centre of gravity.
Going Viral
Here are some ways for how your video content
can go viral, though also remember a few basics -
Shorter videos get passed around much quicker
and regularly than longer ones. 15 second videos
get shared 37% more than videos between 30 secs
and one minute.
As Boo knows, FB is the place for videos being
shared - a video on FB is shared 218% more than
on Twitter or other channels.
Target women and younger readers, as they are
more likely to share - this no doubt explains Boo’s
success.
Establishing an Image Strategy
As with any strategy, an image strategy needs to start with who
your audience is, where they are and how your content will
help, inform or entertain them. Here are some tips on different
ways you can use image content to meet different objectives.:
 Use historical or archived images
 Show photography of company buildings and offices -
then and now
 Take stills from old TVC, newspaper or magazine ads
 Do a visual timeline of milestones for the company.
Accumulating Brand Wealth
The combination of engaging content and social
media distribution can have a direct impact on cus-
tomer journey – which means if you are measuring
the right metrics, you can show how they align with
the sales cycle. It is a continual process of accumu-
lating brand wealth, which can be counted and
grown.
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4. Term Definition Social Media &
Content
Integrating &
Atomising breaking your core content down in to formats suitable for different mediums e.g.
Atomising Content
forming a Tweet out of a the subject of a white paper
Curate Select and organise information
Image content strategy devising a strategy around the images associated with your brand, whether they
are in existence or newly created
Infographics graphic visual representations of information, data or knowledge
Link bait any content or feature, within a website, designed specifically to gain attention or
encourage others to link to the website
Long tail journalism tailoring content for long term exposure and engagement, as opposed to more
immediate "big bang" impact
Morphing taking core content and changing it into different offerings e.g. information from
an e-book into an infographic
Multi-tweeting creating different Twitter accounts for different audiences
Retweet republishing someone else’s tweet although the original tweet along with author
is included
So/Lo/Mo Social-Local-Mobile
Social media marketing efforts to create content that attracts attention and encourages readers to share
it with their social networks
Tweet Post of under 140 characters on Twitter
Viral An image, video, or piece of content that is circulated rapidly on the Internet to
engage with a follower
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