Slides for 5

1. DANA Session 5
Putting it all Together:
Developing a Content Strategy
Whitney Hoffman

2. Session 5
Putting it all Together :
Social Media Management and Measurement
• Integrating Your Channels- To Cross Post or Not-
Making the most of your content
• Editorial Calendars- Making Your Brand
Consistent
• How do I define Success? When do I know if it’s
working?
• To Do’s
• Q&A

3. Social Media
• is probably not your ONLY marketing
strategy or tool
• It’s an ingredient, not the whole
entree
• It can seem free but can cost
especially in time

4. The Sauce Enhances the
Main Dish

5. Step One- Home Base

7. Know Every Entry Point
• Each interaction- on
social, in person,
conventional ads,
website- all are
threshold
experiences.
• How can you make
the best first
impression?

8. Your Website
• Is it converting?
• Is it clear what you want people to do?
• Are you using analytics to see if it’s
working?
• Driving more traffic to a bad website
doesn’t help you in the long run.

9. Your HomeBase
• Make sure there’s a clear call to
action- what should people do when
they’re there?
• Make sure navigation is clear to
newbies and frequent visitors
• What’s your “threshold” experience?

10. Website
• Blog as “online magazine”- easy way to
update website with fresh material, SEO
relevant material
• Clear call to action on front page
• Not too busy- Not everything needs to be
on the front page
• 3 click rule- don’t bury content too deep

11. Website Examples

15. You Have to Make
Choices
• You can’t have all your content on one
page
• Prioritize, Link, Know Your content
and purpose

22. How “Sticky” are you?

23. Twitter
search
#nonprofits

26. Social Helps increase
“Sticky”
• Consistent and deeper relationships
with customers throughout a sales
cycle
• Makes relationship more satisfying to
everyone, but also invested more in it
as well
• Stories help make business relatable
and its purpose/ideas easier to spread

27. Social helps by
• Forming new connections
• forming communities
• deepening current connections
• bringing a human face to the business
• Crowdsourcing Content Creation (?)

28. Guidelines for Blogs
• Posts typically 3-5 paragraphs
• Tell a story
• Hooks: Lists, News cycle, “I read this
and it made me consider x,y,z”

29. Guidelines for Podcasts
• Average American commute- 25.1
minutes
• Unless it’s riveting, shoot for 18-20
minutes
• Use clean source audio, reduce noise
• Use external mics
• Edit judiciiously

30. Guide for Video
• Decent quality, but Broadcast quality
not required
• Good audio is also very important
• Shoot for 3 - 5 minutes unless its a
recording of a conference call, etc.
• iMovie, Final Cut Pro, Google+

31. Facebook/Twitter
• Share info, interesting articles
• Use URL shorteners to track analytics
• Talk to and about other people as well
as broadcast your message
• Think “Value Add”

32. Start With Strategy

33. What Do You Want?
Goals Metrics
Friends, Fans,
Attention
Followers, Visits
Contact Information,
New Leads
Data
New Customers Conversions
Downloads for White
Leadership in the field
papers, ebooks, etc.

37. “Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”

38. You live and die by your
database
• Get good at: collecting client
information and preferences
• Contact customers when it suits them,
not you
• Segment and customize your list
• Be aware of trends, seasonality, sales
cycle

40. Integrating Channels

43. To Cross Post... or not
• Are your communities the same or
radically different?
• Are you using the channels for the
same purpose?
• Many times, you can promote and
cross post from mobile, Twitter,
Facebook

44. Benefits
• Double duty for each post
• Engages different audiences, but may
be duplicative for some
• Social can be promotional for original
website, newsletter content in slightly
switched up form

46. Editorial Calendars

49. Why Calendars?
• Predictable content release (think
Magazines, TV shows....)
• Predictable topical content (Monday
is Laundry day, etc.)
• Lets you plan and get ahead of the
content at one time
• doesn’t replace interaction with
audience

53. Content Rules

55. “In the long history of humankind those who
learned to collaborate and improvise most
effectively have prevailed.”
~ Charles Darwin

56. SEO/SEM:
Using Search to gain
Marketshare

57. Elements of Search
• Keywords for industry; Create an SEO
Dictionary for your Business
• Look at Google Trends for seasonality,
location
• Tag content, pictures, etc. with
keywords and work into posts as
frequently as possible

58. SEO rich topics, a.k.a.
“Link-bait”
• Lists- 10 things I Hate About _____, 25
ideas for the New Year
• Great Titles
• Advice
• Workflow
• Help for your customer/audience

59. Link Bait
• Catchy headlines (hooks)
• Follow news cycles when appropriate
• Mix timely content with ever-green
• Opinion and commentary helps your
audience get to know you as well as
your business

60. Tell Your Story
• Through website, blog
• Pictures, video, audio
• Navigation, Threshold experiences
• Customer reviews, recommendations
• Case studies

61. Pros and Cons
• If it’s all link-bait, it looks a little
cheesy after a while
• Mixing it up broadens your audience
• Solve a problem, Tag and categorize
• Use photos where relevant
• Think like a publisher

62. Ever green content
• FAQ’s, stuff newcomers and experts
will always read
• Why is your business interesting?
• Top 10 lists
• To do’s, Guidance
• Look out! Warnings

63. Make it personal
• Humanize your site, make it relatable
• Customer spotlight?
• Solve problems, make connections
• Listen to yourself

64. Think like a publisher
What is worth
my audience’s
time and
attention?
What’s in it for
them?
Would it be worth
the printing
costs?

65. Make Content Worth
Sharing
• You’ll get more milage from your
content if it’s worth sharing with
friends
• Gets you out to new audiences
• Evidence of “stickiness”
• Social is PR for sticky content

66. Blogging
and
Sharing

67. Living by the Numbers
• Use analytics to help measure,
analyze and tweek your efforts over
time.
• Look at data trends, not single points
• Quarterly review will help you gauge
trends

68. Keep an eye on your Competitors
but
Doing your best is key

69. Set yourself apart
with Good Story-telling

70. USe Social to Spread the
Word
• Once you have good, compelling
content, it will likely become more
easily shared and spread
• Link your stuff to your social channels
to encourage the spread

71. Keep an Eye on the
Future
• Consider making sure your site is
mobile friendly
• Think about whether QR codes or
custom URL’s would work for you
• Have written goals you can measure
and work towards

72. Have Content Come to
You
• Use RSS feeds and bookmarking to
keep relevant information coming to
you, providing ideas for content
creation
• Keep a file of prompts, issues,
information so you can always create
content

73. Networking
• Be open to meeting new folks- you
never know where it will lead
• Go to different business events and
expand your network

74. Priorities
• Great Website with calls to action
• Blog for fresh content (Helps increase
inbound marketing, SEO)
• Add social- including share buttons on
website, blog posts,email, etc.
• Social channel(s)- Twitter, Facebook,
YouTube, LinkedIn, Google +, Pinterest

75. Don’t Lose Traditional
Marketing that Works
• Email and Newsletters- keep ‘em
relevant and in reasonable frequency
• Think like a publisher- make it all
worth reading

76. HARO- Help a Reporter Out
Be your own
Marketing
Department
Become an expert
Become a resource
Help out reporters,
help out your business

77. 8 Steps for a
Successful Social
Media Cause
Campaign

78. • Create a strong theme with clear goals
• Seek a Non-profit partner that’s active
in social media
• Connect the theme, Sponsor and
Nonprofit (Pepsi and Get out the Vote)
• Identify and use best social assets
(Use connected people online)
• Target a well-defined audience

79. • Energize and motivate supporters-
give them something to do and share
• Pay attention to timing Sufficient to
met goals, not so much to get fatigue
• Follow up- thank yous, progress, etc.

80. Lifetime Value of a Customer
Formula includes:
Average number of years a customer does
business with you
Average revenue per customer per year
Estimated costs to deliver products/services

81. Consider
Cost of a lost customer in terms of lost revenue
and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do to
keep existing customers happy?
Churn rate- how many customers leave? And
what does it cost to replace them?

83. The End