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Brainzooming™
@Brainzooming #SMSsummit
Excerpts from
“Planning a Social Media 
Strategy Integrated with 
Content Marketing”
Mike Brown
Founder | The Brainzooming Group
August 2014
Brainzooming™
@Brainzooming #SMSsummit
We help make smart 
organizations more 
successful by rapidly:
• Expanding their
strategic options and 
• Creating innovative
plans they can
efficiently implement.
Brainzooming™
@Brainzooming #SMSsummit
Describing Your Target Audience with a Persona
Brainzooming™
@Brainzooming #SMSsummit
Interests
Seeking
Focus
Think
Know
Do
Work the “Think Know Do” Beat
Brainzooming™
@Brainzooming #SMSsummit
Should be
Creative
Everyone’s
Involved
Can be
“Faked”Can be
Learned
Yields
Better
Results
Is
Important
Strategic
Thinking
Mind Mapping ‐ Think
Brainzooming™
@Brainzooming #SMSsummit
Know
Behind the scenes
Exclusives
Assistance
Brainzooming™
@Brainzooming #SMSsummit
• What are you learning as an organization?
• How are you addressing industry issues?
• What customer service issues have you solved?
• How is your team working with customers?
• How does you improve your community?
• What does the team do outside work?
Do
Brainzooming™
@Brainzooming #SMSsummit
Business Development Beat
• What questions do prospects ask at each 
buying process stage?
• What questions do prospects NOT ask at each 
buying process stage?
• What triggers people to purchase your brand?
• What do people doubt about your brand that 
leads to losing business?
Brainzooming™
@Brainzooming #SMSsummit
The Analytics Beat
• Why do people reach your website?
• Where do they come from?
• Where do they go next?
• What content is getting them to spend the 
most time?
• What are competitors’ keywords?
Brainzooming™
@Brainzooming #SMSsummit
Potential 
Content Topics
Brainzooming™
@Brainzooming #SMSsummit
Involve the Audience
1. Answer questions your customers 
or readers have asked you.
2. Ask a question of your readers to 
see what they think.
3. Ask readers what they’d like to read.
4. Ask 5 customers in a row the same 
question and write their responses 
in a blog.
5. Interview a customer on concerns, 
challenges, and views on industry 
issues.
6. Look for blog titles from your 
industry and write your version of 
the topic.
7. Publish potential upcoming topics 
and let readers decide what they 
want to read.
8. Run an online survey for readers 
and report the results.
9. Share a question on Facebook or 
Google+ and use responses for a 
blog post.
10. Feature guest posts from clients.
11. Solicit guest blog posts from 
business partners.
12. Talk to customers at events and find 
out what their current challenges 
are.
Brainzooming™
@Brainzooming #SMSsummit
Sharing What Your Brand Knows
13. Interview yourself on a topic.
14. Recap a past event.
15. Recap the results of a research 
report someone else published.
16. Report on a conference people 
from your company attended.
17. Reveal background info on things 
that make your organization 
successful.
18. Share really cool work your 
organization is doing.
19. Share the results of research your 
organization has completed.
20. Summarize what your organizations 
knows about a news topic.
21. Write about things your audience
might not realize.
22. Write about what your organization 
does to serve customers.
Brainzooming™
@Brainzooming #SMSsummit
Teach Others
23. Expand your thinking on a published 
post so it is more teaching‐oriented.
24. Take a new angle on a topic 
you’ve written about already.
25. Teach a new technique or tips 
you’ve been using.
26. Write about something you learned 
in the last week to share with 
readers.
27. Demonstrate a process your 
company uses that is valuable for 
your audience.
28. Answer frequently asked questions 
that require video demonstrations.
29. Feature experts in your business 
sharing their knowledge.
Brainzooming™
@Brainzooming #SMSsummit
30. Make a long list of ideas your 
customers and readers can use.
31. Make a short list of steps readers 
can take to accomplish something.
32. Write anything allowing you to put a 
number in the title (it attracts 
readers).
33. Add additional items to a list 
you’ve already published.
34. List the types of customer 
problems you routinely solve.
35. List questions you’re getting 
in customer service.
36. Ask readers a question and 
report the answers in a list.
37. List the steps in a process readers 
could handle for themselves.
Make a List
Brainzooming™
@Brainzooming #SMSsummit
Share Opinions
38. Write what your organization thinks 
about a topic or a news story.
39. Disagree with a well‐known business 
perspective.
40. Write a response to an idea in a book 
relevant for your audience/industry.
41. Predict what your organization thinks 
will happen in the future.
42. React to opinions a competitor or 
an industry figure is discussing.
43. Review a book or magazine article 
you’ve read recently.
44. Review a fantastic product or service 
your organization uses.
45. Review a topic people are thinking 
about in your marketplace.
46. Share a half‐baked idea to see if 
readers can finish baking it.
47. Write a blog post that’s 80% done 
and allow readers to finish it.
48. Write about something completely 
obvious as if you’re the first to think 
of it.
49. Write about something completely 
obvious in a new way.
50. Write about anything to interest 
readers more than recent topics.
Brainzooming™
@Brainzooming #SMSsummit
Have Your People Personalize It
51. Complain about a personal recent
customer experience relevant to 
your audience.
52. Share an anecdote from your 
organization.
53. Talk honestly about an issue where 
your organization is struggling to 
improve.
54. Thank a customer who has been 
loyal 
to your business.
55. Write about the most interesting 
thing 
that happened in your organization 
today, yesterday, or this week.
56. Write about what inspires your 
organization and its people.
57. Cover community activities your 
organization supports.
58. Create a post that’s slightly more or 
less outrageous than the typical 
content.
59. Write something dramatically more 
or less outrageous than what you 
typically write.
60. Write something that allows you to 
name drop customers who will 
share it within their networks.
Brainzooming™
@Brainzooming #SMSsummit
Use Video and Images
61. Video executives sharing brief 
commentaries.
62. Video a demonstration relevant 
for your audience.
63. Video an interview with a work 
colleague or business partner.
64. Ask 5 customers to answer the 
same question on video.
65. Use photos from corporate events 
or customer interactions.
66. Feature photos of interesting things 
your organization DOES.
67. Video a customer talking about 
its business.
68. Have two customers interview each 
other.
69. Video a day in the life of your 
customer service organization.
70. Shoot a short video with reasons 
why others should Like your 
Facebook page.
Brainzooming™
@Brainzooming #SMSsummit
Repurpose Content
71. Combine shorter posts from your 
organization’s blog into a longer 
one.
72. Expand a comment from another 
blog into a full blog post.
73. Group tweets from your 
organization into a list or other blog 
post.
74. Organize and refresh in new ways 
relevant information that’s already 
been published.
75. Publish links from your blog to make 
it easier to find everything on a 
topic.
76. Publish a presentation from your 
organization on Slideshare to 
embed in a blog.
77. Re‐edit and freshen something 
already written with new content.
78. Re‐run the most popular post(s) 
your organization has shared.
79. Share an intriguing video with 
comments to give your thoughts 
about it.
80. Write up the points covered in a 
slide from a Powerpoint
presentation.
81. Embed a funny or on‐target 
cartoon.
Brainzooming™
@Brainzooming #SMSsummit
The Sales 
Continuum
Brainzooming™
@Brainzooming #SMSsummit
• Non‐exclusive offers (A deal for everybody)
• Giveaways (Something for engaging)
• Sharing content for information (Permission to keep talking)
• Peaking interest (Sneak looks at product)
• Micro‐advertising (Links to ads)
• Exclusive offers (Deals for those acting)
• Direct response (Click the link to buy)
• Proactive outreach (We can meet your need)
• All Deals, All the Time (Dell – nothing but deals)
Brainzooming™
@Brainzooming #SMSsummit
We help make smart 
organizations more 
successful by rapidly:
• Expanding their
strategic options and 
• Creating innovative
plans they can
efficiently implement.
Brainzooming™
@Brainzooming #SMSsummit
Blog: www.Brainzooming.com
Subscribe: brainzooming.com/subscribe‐brainzooming
Email: mike.brown@brainzooming.com
Twitter: @Brainzooming
Phone: 816‐509‐5320

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