It’s All About The Content, Baby. Presented by Mickey Lonchar Chief Creative Officer Quisenberry Marketing & Design
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It’s All About The Content,
Baby.
Presented byMickey Lonchar
Chief Creative OfficerQuisenberry Marketing & Design
What you’ll learntoday:
• Develop a Content Strategy that is meaningful to youraudience.• Develop a Brand Vision and use it as a contentplatform/content filter.• The three types of content every organization shouldhave.• Guidelines for creating a Content Calendar.• Fundamentals of building and nurturing a communityof followers.
First, a word about the role of Social Media.
Social Media Marketing takes us back to the future.
•We listen to customers.•We interact with them one-on-one.• We rely on good word of mouth.
‘Earned’ attention vs. ‘Bought’attention.
Is this going to keep mycustomer ‘opted-in’?
Social Media “flips the marketing funnel.”
The receiver is the medium is thecreator.
Social Media gives you a ‘house of many
doors.’
Social Media amplifies and adds depthto your other marketing efforts.
Don’t think of it as‘either/or.’
Social Media enhances yourSEO.
70% of users typically find you via search engines.Search engines love fresh robust content.
Social Media helps you learn more about the nuances of your customers.
Social Media shortens the purchase cycle.
Social Media gives you theopportunity to customize your
marketing efforts.
Social Media gives your organization human characteristics.
Social Media helps you identify and nurture your brand advocates.
Social Media helps users get more value from your product.
Social Media cuts customer churn.
TraditionalMarketing
SocialMedia
Social Mediaprovides an
effective way towork customers up the ‘Loyalty
Ladder.’
What is Content?
What is Content?
‘Content’ is how youcommunicate
with/touch yourconsumer.
What is Content?
People don’t engagewith brands, they
engage with content.
What is Content?
Anything that touchesthe consumer that
represents your brand.
Examples: packaging, web copy,collateral, Facebook posts, paid
messaging (advertising), third partyreviews, etc.
Content is the ‘currency’ of Social Media.
‘He who has the bestcontent wins.’
- Joe Pulazzi
What is Content?
What is Content?
Your ‘Content Strategy’ (or Content Platform) is theintentional creation, implementation and deployment of
stories you tell as a brand to build trust and develop deeperrelationships with customers and prospects.
A Social Media program withouta Content Strategy is like...
Well, you get the idea.
Developing a Content Platform: where to start.
Start with a meaningful Brand Vision.
‘Who do I have to be to have you become my customer?’
Your Brand Vision = your ‘onething.’
Meaningful Brand Vision =
What’s the ONETHING we want
customers to say thatwe do better than
anyone else?
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.”
Content Platform Exercise: Starbucks example.
Content Platform Exercise: Starbucks example.
What are 10 things Starbuckscan do for customers besides
sell them coffee?
What are 10 things Starbuckscan 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.
Content Platform Exercise: Starbucks example.
What are 10 things Starbuckscan 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.
Content Platform Exercise: Starbucks example.
What are 10 things Starbuckscan 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.
Content Platform Exercise: Starbucks example.
What are 10 things Starbuckscan 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.
Content Platform Exercise: Starbucks example.
What are 10 things Starbuckscan 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”
Content Platform Exercise: Starbucks example.
Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff.
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 notunique to you or that add negligable value to the customer.
Content Platform Exercise:
On a sheet of paper, write out 10 ways you can help customers, besides selling them stuff.
Partner up with one other person NOT in your organization.
Look over your list. Line out any of the functions that are notunique to you or that add negligable value to the customer.
Three Kinds of Content Every Organization Should Have:
1. Content YouCreate
• Website updates• Videos• Powerpoint Presentations• Blogs• Comments on other sites• Social Media status updates
Three Kinds of Content Every Organization Should Have:
1. Content YouCreate
• Create once, use many times• Clone content across multiple platforms.• Become a ‘Content Chop Shop’
Three Kinds of Content Every Organization Should Have:
1. Content YouCreate
• Blogs: +55% more web traffic (Hubspot)• Improves Search Engine Ranking• Helps establish thought leadership• Demonstrates your value, tells your story• Creates content fodder
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 finduseful?’
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
Three Kinds of Content Every Organization Should Have:
Content Creation Best Practices:
Get Contributions From People Across
the Organization.
Content Creation Best Practices:
Develop a ContentCalendar.
(1-7-30-4-6-1)
Content Creation Best Practices:
Create a ‘content hub’to aggregate all
available content.
Content Creation Best Practices:
Participate in as many platforms as you can manage.
Content Creation Best Practices:
Create content that is both ‘sticky’ and ‘slippery.’
Content Creation Best Practices:
Content Creation Best Practices:
Solve, don’tsell.
Use tags and meta data whenever possible.
Content Creation Best Practices:
Build inbound links.
Content Creation Best Practices:
Run Potential ContentThrough the
‘Brand Vision Filter.’
(Relevant, Helpful, ReflectsValues)
Content Creation Best Practices:
How about a few good(local) examples?
• Huppins on YouTube• Pearson Packaging Twitter• Blu Berry Yogurt Facebook• “How’s Business”newsletter• The Quisenblog
Effective Content Platform #1:Huppins YouTube channel
Effective Content Platform #2:Pearson Packaging Twitter
Effective Content Platform #3:Blu Berry Yogurt Facebook
Effective Content Platform #4:‘How’s Business’ newsletter
Effective Content Platform #4:The Quisenblog
The inside dope on attracting followers and fans.
The inside dope on attracting followers and fans.
The ‘unsexy’ stuff: iconson business cards, email
signature, etc.
The inside dope on attracting followers and fans.
Utilize FacebookConnect platform to
integrate onlinepresence.
The inside dope on attracting followers and fans.
Rather than just “Find uson 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.”
The inside dope on attracting followers and fans.
Let visitors/fans choosehow to follow. Give them
options.
The inside dope on attracting followers and fans.
“Buy” followers:• Facebook ads
• Giveaways: something in return forclicking “like.”
• “Crowdsourcing” contests (Postaer’sbook cover)
• Connect company to a cause.
The inside dope on attracting followers and fans.
Understand what youwant to do with your
followers (engagement).90% of Facebook fansnever go back to the
brand’s page.
Seattle Sounders exampleScarves up!
Questions?
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/
Contact Information
email: [email protected]: www.quisenblog.comtwitter: @mickeylonchar
For an electronic copy of this presentationdeck,
email me at [email protected]
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