1. It’s All About
The Content,
Baby.
Presented by
Mickey Lonchar
Chief Creative Officer
Quisenberry Marketing & Design
2. What you’ll learn
today:
• Develop a Content Strategy that is meaningful to your
audience.
• Develop a Brand Vision and use it as a content
platform/content filter.
• The three types of content every organization should
have.
• Guidelines for creating a Content Calendar.
• Fundamentals of building and nurturing a community
of followers.
19. What is Content?
‘Content’ is how you
communicate
with/touch your
consumer.
20. What is Content?
People don’t engage
with brands, they
engage with content.
21. What is Content?
Anything that touches
the consumer that
represents your brand.
Examples: packaging, web copy,
collateral, Facebook posts, paid
messaging (advertising), third party
reviews, etc.
22. What is Content?
Content is the ‘currency’
of Social Media.
‘He who has the best
content wins.’
- Joe Pulazzi
23. What is Content?
Your ‘Content Strategy’ (or Content Platform) is the
intentional creation, implementation and deployment of
stories you tell as a brand to build trust and develop deeper
relationships with customers and prospects.
24. A Social Media program without
a Content Strategy is like...
Well, you get the idea.
28. Meaningful Brand Vision =
What’s the ONE
THING we want
customers to say that
we do better than
anyone else?
29. Meaningful Brand Vision =
Unique - Are you the only one to provide this?
Meaningful - Is it of true value to your customers?
True - Is this who you really are and what you really do?
“Organizations typically have dozens of ways
to help a customer...beyond selling her stuff.”
31. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
32. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
1. Provide a standardized experience.
2. Introduce new varieties and products.
3. Create ‘smarter’ coffee consumers.
4. Offer a line of accessories, enhancing the
‘coffee experience.’
5. Give customers a place to chill.
6. Making coffee buying convenient.
7. Provide customers a break in their day.
8. Raise the customer’s expectations.
9. Provide a ‘little reward’ for customers.
10. Serve product within 10 minutes of brewing.
33. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
1. Provide a standardized experience.
2. Introduce new varieties and products.
3. Create ‘smarter’ coffee consumers.
4. Offer a line of accessories, enhancing the
‘coffee experience.’
5. Give customers a place to chill.
6. Making coffee buying convenient.
7. Provide customers a break in their day.
8. Raise the customer’s expectations.
9. Provide a ‘little reward’ for customers.
10. Serve product within 10 minutes of brewing.
34. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
3. Create ‘smarter’ coffee consumers.
5. Give customers a place to chill.
7. Provide customers a break in their day.
9. Provide a ‘little reward’ for customers.
35. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
3. Create ‘smarter’ coffee consumers.
5. Give customers a place to chill.
7. Provide customers a break in their day.
9. Provide a ‘little reward’ for customers.
36. Content Platform Exercise: Starbucks example.
What are 10 things Starbucks
can do for customers besides
sell them coffee?
5. Give customers a place to chill.
7. Provide customers a break in their day.
9. Provide a ‘little reward’ for customers.
Brand Vision: “Welcoming”
37. Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help
customers, besides selling them stuff.
38. Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help
customers, besides selling them stuff.
Look over your list. Line out any of the functions that are not
unique to you or that add negligable value to the customer.
39. Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help
customers, besides selling them stuff.
Look over your list. Line out any of the functions that are not
unique to you or that add negligable value to the customer.
Partner up with one other person NOT in your organization.
41. Three Kinds of Content Every
Organization Should Have:
1. Content You
Create
• Website updates
• Videos
• Powerpoint Presentations
• Blogs
• Comments on other sites
• Social Media status updates
42. Three Kinds of Content Every
Organization Should Have:
1. Content You
Create
• Create once, use many times
• Clone content across multiple platforms.
• Become a ‘Content Chop Shop’
43. Three Kinds of Content Every
Organization Should Have:
1. Content You
Create
• Blogs: +55% more web traffic (Hubspot)
• Improves Search Engine Ranking
• Helps establish thought leadership
• Demonstrates your value, tells your story
• Creates content fodder
44. Three Kinds of Content Every
Organization Should Have:
2. Content that you curate
(Third Party content)
• Gleaned from ‘listening’
• RSS • Twitter • email •
StumbleUpon • Google Alerts
• ‘What would my customers find
useful?’
45. Three Kinds of Content Every
Organization Should Have:
3. Content You Re-purpose
or Re-imagine
• Conduct a Content Audit
• Newsletter articles
• Case studies
• Product information sheets
• Speeches or panel participation
• Archived blog posts
55. Content Creation Best Practices:
Run Potential Content
Through the
‘Brand Vision Filter.’
(Relevant, Helpful, Reflects
Values)
56. How about a few good
(local) examples?
• Huppins on YouTube
• Pearson Packaging Twitter
• Blu Berry Yogurt Facebook
• “How’s Business”
newsletter
• The Quisenblog
63. The inside dope on attracting
followers and fans.
The ‘unsexy’ stuff: icons
on business cards, email
signature, etc.
64. The inside dope on attracting
followers and fans.
Utilize Facebook
Connect platform to
integrate online
presence.
65. The inside dope on attracting
followers and fans.
Rather than just “Find us
on Facebook,” explain
why they should.
“Get daily recipes and money-saving offers on our Facebook page.”
“Get the latest industry news by following us on Twitter.”
“Find our series of how-to videos on YouTube.”
66. The inside dope on attracting
followers and fans.
Let visitors/fans choose
how to follow. Give them
options.
67. The inside dope on attracting
followers and fans.
“Buy” followers:
• Facebook ads
• Giveaways: something in return for
clicking “like.”
• “Crowdsourcing” contests (Postaer’s
book cover)
• Connect company to a cause.
68. The inside dope on attracting
followers and fans.
Understand what you
want to do with your
followers (engagement).
90% of Facebook fans
never go back to the
brand’s page.
71. Resources of Note:
Joe Pulazzi - @JuntaJoe (Twitter)
Heidi Cohen - @HeidiCohen (Twitter)
Ann Handley - @MarketingProfs (Twitter)
Hubspot Inbound Marketing Blog -
www.hubspot.com/inbound-marketing-blog/
72. Contact Information
email: mickey@quisenberry.net
blog: www.quisenblog.com
twitter: @mickeylonchar
For an electronic copy of this presentation
deck,
email me at mickey@quisenberry.net