#FCMIA 4/29: Running a Successful Content Platform

Running a Successful Content Platform

with Ashley Paintsil, Content Strategist for Emerging Fashion

Brands

@misspaintsil

• There’s a secret to running a successful content platform…

@misspaintsil

Content Strategy

• In its purest form content strategy is planning, developing and managing content

• The key to bringing a successful content strategy to life is content marketing

@misspaintsil

Content Marketing

• Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers

@misspaintsil

“Traditional marketing talks at people, content marketing talks with them.”

-Doug Kessler, Creative Director & Co-founder of Velocity, B2B marketing agency

@misspaintsil

Four Key Steps to Content Marketing Success

1. Create your content strategy

2. Put a team together to execute your content strategy

3. Consistently publish quality content

4. Track your content marketing return on investment

@misspaintsil

Creating your Content Strategy

Mission Statement• Who are you and what do you stand for?• Write this down- you may not think you have to,

but you do • Habakkuk 2:2 “Write the vision; make it plain

on tablets, so he may run who reads it.”– Write the vision down and make it plain, so your

team can run with it

 @misspaintsil

Creating your Content Strategy

• Who is my audience- who do I want to target?• Psychographic analysis- Who are they? Where

do they live? What do they watch on TV? What do they like to eat? What do they drive? What do they like to spend their money on?

• You're asking yourself all these questions because you are supposed to be filling a need for them in your content. How does your content help fulfill their need?

@misspaintsil

Putting Together a Team

• What will your team look like?• Editor• Community Manager• Designer• Contributors• SEO Specialist

@misspaintsil

Publishing Quality Content

• Make an execution plan• Where will I publish my content?• When will I publish my content?• How will I publish my content?• All depends on who you are trying to reach• Create an editorial calendar to keep you organized

and to make sure you have a consistent flow of content– Make sure you build in SEO into all your content with

meaningful keywords@misspaintsil

Publishing Quality Content

• What content publishing platform will you use?

• Best places to create content• Wordpress• Blogger• Medium• Your own website

@misspaintsil

Publishing Quality Content

• What social media will you use? Because content is useless unless its being pushed out into the world.

• Try different platforms. What fits your audience, where do you connect best with your audience

• Twitter (essential) • Facebook• Snapchat (becoming increasingly becoming important)• Instagram• Tumblr• Meerkat• Persiscope• Ello (search for other alternative social networks)• WeChat• What’s App

• Ask yourself ,what social network resonates most with my audience

@misspaintsil

Measuring your Content Strategy Success

• Analytics, analytics, analytics• Google Analytics• Measure your success in real-time• Ask yourself what worked and what didn’t

@misspaintsil

Brands doing content marketing right

@misspaintsil

Brands doing content marketing right

@misspaintsil

Brands doing content marketing right

@misspaintsil

I can help you with your content!

• Instagram: @misspaintsil• Snapchat: alwaysinvogue• Twitter: @misspaintsil• LinkedIn: Ashley Paintsil• Email: [email protected]

@misspaintsil