Creative Writing for Social Media to Build Your Brand and Business Creative Writing for Social Media to Build Your Brand and Business Susan Gunelius President & CEO, KeySplash Creative, Inc. www.keysplashcreative.com Featuring concepts from some of Susan’s popular books, including:
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Creative Writing for Social Media to Build Your Brand and Business
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Creative Writing for Social Media to Build Your Brand
and Business
Creative Writing for Social Media to Build Your Brand
and BusinessSusan Gunelius
President & CEO, KeySplash Creative, Inc.www.keysplashcreative.com
Featuring concepts from some of Susan’s popular books, including:
HOW to create content that people want to read, discuss, and share.
HOW to get started the right way.
What You’ll Learn Today
HOW social media and content can build your brand and business.
Why Are We Here?
HOW social media and content can build your brand and business. What? This isn’t What? This isn’t
the Justin Bieber the Justin Bieber concert?concert?
How ALL Businesses Can Benefit from Social Media
1. Get entry points!2. Get found!3. Get traffic!
What Social Media and Content Marketing Can Do
for You
INCREASEINCREASE
• Audience engagement• Media coverage• Relationships• Brand loyalty• Long-term, sustainable,
HOW to create content that people want to read, discuss, and share.
Step 7: Content is Key
• What you say: Publish content your audience needs and
wants.
• How you say it: Be human, be honest, be transparent, and
be you! Tell stories. Give something extra or exclusive. Leave jargon and corporate rhetoric out.
• Quality trumps quantity.
Traditional vs. New Media Marketing
• One-to-many
• Interrupt• Repeat• Push
• One-to-one• Enhance• Engage• Pull
TraditionalTraditional New MediaNew Mediavs.vs.
The 80-20 Rule
For every 20% of self-promotional content you produce,
create 80% that is not self-promotional.
Engage 80%
Me, Me, Me!20%
Example: NakedPizza
• Twitter discounts lead to direct sales.
• 68% of single-day sales have come from Twitter.
• Twitter integrated into point-of-sale system.
• Twitter kiosks set up in stores.
• Previous direct mail newsletter content is now fed into Twitter.
“Direct mail is sent to a single address but there are multiple
people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this
in leaps and bounds.”
-- Jeff Roach, NakedPizza co-founder
10 Social Media Writing Tips
1. Short2. Lists3. Headlines and subheadings4. Diversify5. Link6. Voice7. Consistent8. Relevant9. 20% or less self-promotion10.No silo marketing
Types of Content
• News• Interviews• Research• Promotions• Warnings• Images and video
• Tips• How To• Lists• Commentary and
opinion• Step-by-step
instruction• And so much more!If content isn’t useful or
relevant to your audience, don’t publish it. No clutter!
Writing Headlines that Get Noticed
• Promise something• Be plausible• Answer “what’s in it for me?”• Be intriguing• Be relevant• Be useful• Be specific
Headline Samples
• 10 Mistakes to Avoid …• The Secrets of …• 5 Ways to …• Tips for _____ the Pros Don’t Want You to Know• Why I Never …• 10 Lessons from …• What You Need to Know About …• Top 10 Best/Funniest/Weirdest/Worst …• 5 Reasons …• 20 Things You Might Be Missing …
How to Write Content People Want to Read
• Start strong• Benefits• Emotional
triggers• You not me• How and why• Promise reward
and deliver on it
“I grew up hearing about mistresses from my mother. She would tell us about the ‘fancy women’ her grandfather, Stephen
Adelbert Griggs, an affluent Detroit brewer and municipal politician,
maintained in what she disdainfully referred to as a ‘love nest.’ Why did Great-grandmother Minnie
tolerate this? “By Elizabeth Abbott, 9/2/11
Writing for an Audience that Scans
Conclusion (most important point)
Most important supporting info
Less important supporting info
Background info
Inverted Pyramid
Starting Strong Tips
• Share a personal story• Ask a question• Offer immediately actionable help• Cite a relevant piece of research data• Evoke emotions• Tap into nostalgia• Offer reassurance or a sense of
belonging Be useful or entertaining from the start or delete until the most important content is first.
Formatting Your Content
• White space• Headings and subheadings - 8 words or
less• Short paragraphs - 3 sentences or less• Bullets and numbered lists• Useful links - 1 link every 250 words• Legible font - 14 pt., Georgia or Verdana• Use imagesPeople should know what
your content is about by quickly skimming it.
Monitor Your Content Performance
• Use tools to track traffic, sharing and conversations.
• Publish more content that’s working and tweak underperforming content.
• Find your most engaged audience and acknowledge them.
Most Important – Get Started
• Every minute you’re not on the social web is a missed opportunity that your competitors are happy to seize.
• Every additional minute you spend on the social web can only benefit your business.
FREE Bonus Chapter (Not in the Book) for Conference
Attendees
I want to read 30-Minute Social Media
Marketing bonus chapter by @susangunelius
http://amzn.to/30minsmm
1.Follow @susangunelius
2.Tweet the following message to get a free bonus chapterfree bonus chapter via a special Twitter direct message: