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How to Structure Your Content Strategy for Maximum ROI
with Kelsey Meyer, Co-Founder and President of Influence & Co.
This presentation consists of insights inspired by 33voices® interviews with Jenna Abdou.
Kelsey Meyer
@Kelsey_M_Meyer
Co-Founder & President of Influence & Co.
@Influenceandco
70% of people prefer to learn about a company through an article rather than an ad.
Today, every company is a media company. Are you effectively reaching your audience?
It’s critical to implement a content strategy to measure how, when, and where you’re reaching your audience. Writing a blog and
posting on social media are no longer enough to build an engaged community.
Use this as your guiding principle for content creation: Think about your reader
before thinking about yourself. Ask, “What is valuable for our readers?” not ‘What
do we want them to read today?’
Intuitive brands deliver exceptional value and ask for nothing in return.
“It’s content coming from an expert with the sole purpose of educating an audience… Giving people information they can use in their everyday lives.”
Create a schedule. Consistency is critical to developing a loyal readership. Choose the days
and times you plan to post. Stick to them.
Authenticity is critical to cultivating a loyal readership: Uncover your voice by asking these questions:
Authenticity is critical to cultivating a loyal readership: Uncover your voice by asking these questions:
Who are your clients?
Authenticity is critical to cultivating a loyal readership: Uncover your voice by asking these questions:
What type of writer do you see yourself as?
Authenticity is critical to cultivating a loyal readership: Uncover your voice by asking these questions:
If you had describe yourself as a cocktail what would it be?
Publish original content. In a survey of 150 editors, 20% stated that ghostwritten content is among the primary reasons they decline articles.
People relate to people. Get personal!
Humanize your brand by sharing personal examples like “I tried ‘x.’ This is how it worked.”
Readers take action when they see themselves in your content.
“When someone reads your article, they should feel like they are talking to you.”
Reach your audience where they are, not where you think they are. Don’t be jaded by big name publications if your audience isn’t reading
them. For example, if you’re selling a food product you’re better off going viral on food
blogs than landing an article in Forbes.
Exercise the same mentality for your social media presence. Explore Facebook,
Twitter, Instagram, Reddit, LinkedIn, and Quora to determine where you have the highest response rate. Commit yourself to being
active and responsive on those channels.
Repost articles on LinkedIn and followers will receive a notification each
time you publish a new post.
Being a partner > Being a service provider. If you’re a B2B platform, try sharing personal
anecdotes, stories and tips from your experiences scaling a business.
Leverage your team. Content should be produced by everyone on your team, not
just the CEO. Each post should come from the individual with the most expertise on that topic.
For example, if your Director of Engineering is hiring they can publish a post about
how to identify A+ programmers. Apply this approach to each team member who’s
interested in sharing their work.
Always be experimenting. In addition to your long term goals, implement smaller milestones to measure how your strategy is performing. For example, test optimal article length by
writing two posts - one at 500 words and the other at 1,000 words - on the same topic.
Produce in-depth content for your super fans. Try creating white papers - detailed guides on a
specific topic - to support readers who are eager to learn more about a unique subject.
White papers drive 1,000 leads for Influence & Co. each month. Elect a staff member to reach out to each indvidiaul
who downloads the free resource.
Do you have a video strategy? Video is going to account for 70%
of online consumption in 2017.
Do you have a video strategy? Video is going to account for 70%
of online consumption in 2017. 50% of executives currently
watch one video a week.
Videos enable you to connect with your audience on a more personal
level to explain complex topics. Remember: Educate. Don’t promote.
Use video to capture your true voice and personality. Think of your favorite movie
and remember: “You can fall in love with someone over the screen.”
Implement a follow-up strategy. In addition to producing the content, it’s
equally important to engage with your readers. Make it a habit to thank someone for sharing
your work, and ask if there is something else that you can help with.
How do you add value to your readers?
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Presentation by Chase Jennings
Insights by Jenna Abdou
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