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Chelsea Hunersen - Less is More: How to Do Better Social With Less Content
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LESS IS MORE: HOW TO
DO BETTER SOCIAL
WITH LESS CONTENT
How to find, use and optimize your social
content.
Chelsea Hunersen
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EXERCISE.
Turn to your neighbor, introduce
yourself, shake your hand and mention
one thing you learned from INBOUND
this morning you want to take back to
your team.
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1. What does it mean to do more.
2. How to find the content that does more.
3. Do more with your content.
4. Create content that DOES more.
5. How to optimize your content for better results.
TODAY WE’LL DISCUSS.
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Blog posts driving the highest views
also show strong affinity for this
content. Our audience is interested
in this content and will more likely
click or share.
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1. Views of content
2. Clicks of content
3. Shares of content
4. Leads from content
Find Best Performing Content
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1. Views of content
2. Clicks of content
3. Shares of content
4. Leads from content
Find Best Performing Content
Show a level of intent beyond casual.
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1. Compare posts against each other (copy, images etc.)
2. Measure popularity of subjects
3. Monitor in your funnel
4. Find content to fill in your schedule
Clicks Are Good To
Clicks = Shorter term strategy & testing plays.
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FIND HIGHEST
CLICKS
You can filter in the HubSpot
social tool for all the posts you’ve
published by time, campaign and
account to find highest clicks.
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PRO TIP: also start taking notice of what post
types do better on different days of the week.
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1. Subjects that perform (ex. Productivity, Instagram)
2. Types that perform (ex. List posts, in depth posts)
3. Wording of posts (ex. Negative, positive, sarcastic)
Learn From Success
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1. Subjects that perform (ex. Productivity, Instagram)
2. Types that perform (ex. List posts, in depth posts)
3. Wording of posts (ex. Negative, positive, sarcastic)
4. Posts to re-use
5. Offers to use
Learn From Success
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1. Share through employees or advocates
2. Put $ behind your best performing posts using paid
3. Swap good content with other brands (ebook swap, co-marketing, social friends)
Amplify the Success
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PRO TIP: in co-marketing find a company
with an audience similar to yours, but who
can offer a new perspective.
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1. Update and re-publish offers (blog posts, high performing content)
2. Create new copy & images for the same topics
3. Syndicate on additional assets
4. Create different mediums that can be used
Re-Purpose Your Content
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1. Make it good (seriously, don’t create crap.)
2. Make it shareable (emotion, learning, social capital)
3. Optimize it per network
4. Target it – and find the right audience.
5. Test with other people’s content
6. Write correctly
Make Your Content Enjoyable