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How to implement an audience engagement strategy using content - Content Marketing Show

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Laura Crimmons
Laura Crimmons

Slides from Content Marketing Show Nov 14 Implementing a successful audience engagement strategy.

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How to implement an audience engagement strategy using content
Why?
Test and refine Create online personas to target Understand their online engagement behaviour Understand where they ‘hang out’ online Understand who your online audience is Audience engagement process
Audience Customer data Google Analytics demographics Social listening tools Social platform analytics Market research/ Industry data What does your online audience look like?
Audience News sites Social Media Forums Review sites Blogs Where do they ‘hang out’ online?
80/20rule Who are the influencers?
What are they engaging with?
Join conversations, don’t start them
“We have two ears and one mouth so that we can listen twice as much as we speak”
Build your online personas Emma, 24 Shares video content regularly, also has own personal blog Most likely to read sites such as Buzzfeed Main social channels are Snapchat and Instagram Mark, 36 Shares quizzes and picture content fairly regularly on Facebook Most likely to read traditional news outlets Main social channels are Facebook and Twitter Bob, 58 Less likely to share but spends a long time on informational content Most likely to read broadsheets Not a big social user
Test small and refine
Use small amounts of paid seeding to test effectiveness
Audience News sites Social Media Forums Influencers Blogs Have a robust seeding strategy
Facebook Twitter StumbleUpon Reddit Taboola LinkedIn
How many people saw it?
How many people have engaged with it as a result and how?
What value can I attach to that?
Otherwise the whole engagement strategy falls down… An integrated marketing strategy is imperative
Thanks! Laura Crimmons Social & PR Manager @lauracrimmons laura.crimmons@branded3.com Thank you Laura.crimmons@branded3.com lauracrimmonsBranded3.com @Branded_3

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How to implement an audience engagement strategy using content - Content Marketing Show

  • 1. How to implement an audience engagement strategy using content
  • 3. Test and refine Create online personas to target Understand their online engagement behaviour Understand where they ‘hang out’ online Understand who your online audience is Audience engagement process
  • 4. Audience Customer data Google Analytics demographics Social listening tools Social platform analytics Market research/ Industry data What does your online audience look like?
  • 5.
  • 6.
  • 7.
  • 8. Audience News sites Social Media Forums Review sites Blogs Where do they ‘hang out’ online?
  • 9.
  • 10. 80/20rule Who are the influencers?
  • 11. What are they engaging with?
  • 12.
  • 14. “We have two ears and one mouth so that we can listen twice as much as we speak”
  • 15. Build your online personas Emma, 24 Shares video content regularly, also has own personal blog Most likely to read sites such as Buzzfeed Main social channels are Snapchat and Instagram Mark, 36 Shares quizzes and picture content fairly regularly on Facebook Most likely to read traditional news outlets Main social channels are Facebook and Twitter Bob, 58 Less likely to share but spends a long time on informational content Most likely to read broadsheets Not a big social user
  • 16. Test small and refine
  • 17. Use small amounts of paid seeding to test effectiveness
  • 18. Audience News sites Social Media Forums Influencers Blogs Have a robust seeding strategy
  • 19. Facebook Twitter StumbleUpon Reddit Taboola LinkedIn
  • 20. How many people saw it?
  • 21. How many people have engaged with it as a result and how?
  • 22. What value can I attach to that?
  • 23. Otherwise the whole engagement strategy falls down… An integrated marketing strategy is imperative
  • 24. Thanks! Laura Crimmons Social & PR Manager @lauracrimmons laura.crimmons@branded3.com Thank you Laura.crimmons@branded3.com lauracrimmonsBranded3.com @Branded_3