2. #pubcon
Caitlin Jeansonne
โข Cat lady, pop
culture junkie, geek
โข 10+ years
experience in digital
strategy, SEO/SEM,
social media
@qcait @mmiagency |
10. #pubcon
Define Content Goals
@qcait @mmiagency |
Awareness Consideration
Preference/
Purchase
Retention
โข Increase visibility
to key new
audiences
โข Improve findability
through SEO
โข Improve brand
perception in
consideration
set
โข Reinforce key
brand
attributes
โข Overcome
objections
โข Educateย on
service offerings
โข Drive website
traffic and new
consumers into
the sales funnel
โข Convert leads
into customers
โข Resolve customer
service issues
efficiently
โข Build brand trust
and customer loyalty
12. #pubcon
Define Key Messages
โข What impression do you want your
audience to walk away with?
โข Keep them customer-centric
โข Be sure they reflect reality
โข Differentiate your brand from
competitors
โข Keep it simple
โข Reevaluate over time
@qcait @mmiagency |
13. #pubcon
Add Audience Data Inputs
โข What are people searching for?
โข What questions are they asking
about your brand?
โข What trends are you seeing
over time?
@qcait @mmiagency |
19. #pubcon
Social Listening Questions
โข What are people saying about your brand to their friends?
โข What User Generated Content are people sharing?
โข Who is influential in the conversation?
โข How are people interacting with competitors?
โข What customer service issues are occurring?
โข What content is getting the most engagement? On what
channels?
@qcait @mmiagency |
20. #pubcon
Determine Your Breakdown
@qcait @mmiagency |
โข Answer usersโ questions
โข Address hot topics
โข Differentiate from
competitors
โข Provide value
โข Be entertaining
21. #pubcon
Content to Think About
โข Ask for and share User
Generated content
โข Update existing content
โข Repurpose content across
channels
โข Curate third-party content
@qcait @mmiagency |
22. #pubcon
Create a Calendar
โข Keep in mind organizational timelines
โข Plan for content to support marketing and PR
initiatives
โข Identify key moments in time (Back to School, New
Year, The Oscars, etc.)
โข Layer in Evergreen content (based on audience data)
@qcait @mmiagency |
23. #pubcon
Start by Month, then Dive In
@qcait @mmiagency |
AUG SEPT OCT NOV DEC JAN FEB
Back to School
Store opening
Football season
Camping/Hunting/Fishing
Black Friday
Store opening
Holiday shopping
Super Bowl marketing
24. #pubcon
Create Evergreen Content Reserves
โข Create multiple pieces at once
โข Publish over time
โข Tie back to timely moments
โข This is where you can create in
bulk to save $$
@qcait @mmiagency |
25. #pubcon
Channel Strategy
โข Where does your
audience hang out
online?
โข Where does your content
feel native?
โข How will you
differentiate content in
each channel?
@qcait @mmiagency |
26. #pubcon
More tips to speed up the process
โข Develop content syndication protocol to share media
hits and PR content (Where will you share? When?
How often? Who needs to approve?)
โข Develop a list of approved third-party content
sources to curate content efficiently
@qcait @mmiagency |
27. #pubcon
Remember: People Often Share Based
on Headline Alone
โข Make it valuable or entertaining
โข Invoke emotion
โข Reinforce who they are and what they care about
โข Avoid click bait
@qcait @mmiagency |
30. #pubcon
Visuals
โข Visual should match the โfeelโ of the
network
โข Stay away from blue to stand out on
Facebook
โข Optimize image size by platform
โข Think mobile-first
โข Ex: Facebook 20% Rule
โข Ex: Instagram square images
@qcait @mmiagency |
31. #pubcon
Look for Opportunities to Amplify
โข Reinforces key messaging
โข High organic reach
โข Heavy website traffic
โข Key cultural moments
@qcait @mmiagency |
- Lead Social Media Strategist at MMI Agency in Houston, Texas.
Specialize in strategic planning and implementation
Past experience includes SEO/SEM project and team management, social media management, and marketing/communications roles.
Previous clients include B2B and B2C - โNuts About Southwestโ blog (named Best Corporate Blog by Platinum PR awards for 2008 and 2009), Shell Houston Open, Tony Chachereโs, Greater Houston Partnership
Published cover story in The Public Relations Strategist + spoken at Association of Chamber of Commerce Executives National Conference, NTEN Nonprofit Technology Conference, and regional PRSA, AMA, AAF
Content strategy covers - What type of content youโll post
How often youโll post it
On what channels
FAQs
Common Customer Service issues
How-to content
Customer testimonials
Quotes
Tips