slideshare.net/ RaniMonson @RaniMonson #etcdallas Backing Up the Bus: You’re on Facebook & Twitter…But Business Isn’t Growing. Now What?
May 06, 2015
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Backing Up the Bus: You’re on Facebook & Twitter…But Business
Isn’t Growing. Now What?
slideshare.net/RaniMonson @RaniMonson #etcdallas
Backing Up the Bus…WTF?!• Businesses rush to jump on
social media• Often don’t stop to think– What they want to say– Who they want to say it to– aka a Content Strategy
• Key is to remember social media is a vehicle - only– It drives traffic to your
content
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Huh? What Content?!• Many skip a Content Strategy
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Questions In Your Head
• Why Should I Listen To You?• Maybe I’ll Listen…But I
Also Want to Talk!• What Are We Talking
About?• Will I Really Learn
Something?
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BUILDING YOUR CONTENT STRATEGY
The bus has stopped
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Content Strategy: Key Messages• Create 1-3 Key Messages – The will be repeated over and over and over again– Verbatim: not the time to be creative– This is how you build a brand– Basis of your content strategy
• Key Messages can answer:– Why business is unique / competitive advantage– Why you’re better than the competition– Why clients refer business to you
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Source: SocialMediaToday
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CREATING THE CONTENT
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Content Calendar• Plan ahead to reinforce
your key messages• Block out rolling 13
months of what you know
• Holidays • Seasons• Industry events /
conferences• Your vacation
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Evergreen Content
What is it?• It’s always relevant /
green• Plan: Ready ahead of
time• Have a list handy – plug
in as needed
Examples• FAQs• Case studies• Lessons learned• Recycle popular content• Guest writers• How-to guides• Q&A• Curate a list of content
from others• Historical industry info• Calendar of events
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Timely ContentTypically safe:• Industry news • Emerging trends• Data / facts • Research reports
Be careful with:• Current events• Politics• Religion
Did you know today is
“Swim a Lap Day”?
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Other Ideas• Content isn’t just words: Videos,
Photos, etc• Look to Pop culture: TV, Music,
Movies• Study other Media: Magazines,
Books, Talk Shows• Share an alternative view• Remember: Truth is stranger
than fiction
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Tips• Schedule a deadline for
yourself– Don’t procrastinate– Hardest part getting started
• Read your content to yourself – out loud
• Ask someone else to read it • Remember: It will get easier
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If You’re Still Worried…• Look at Facebook– Find a P90X fan
• It’s digital!– You can always fix
it later
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Let’s Brainstorm Your ChallengesContent
Strategy:• Key Messages• Content
Calendar• Evergreen
Content• Timely Content
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Thank you!