Both content strategy and social media are hot topics for strategic marketers. Where should you focus: social media or content strategy? And, how do you put together a strategic plan that encompasses all your goals and objectives while using the resources you have? In this session, we will review the basic building blocks of content, strategic plans for social media and content strategy and how to work within a budget.
Topics include:
Understand content and distribution
Create strategic content and social media strategies
Understand how to have a fabulous conversation with your target audiences
10. Four score and seven years ago
our fathers brought forth on
this continent, a new nation,
conceived in Liberty, and
dedicated to the proposition
that all men are created equal.
33. Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable,
sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the
display and delivery of content?
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34. #1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. Where and where do you say it?
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35. #2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a
content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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60. Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
61. Messaging Architecture
@ahaval #SMSsummit
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
• Our prices are consistently 20% lower
than other retail chains
• Robust coupon program
63. How do we say it?
Voice and Tone
@ahaval #SMSsummit
64. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahaval #SMSsummit
65. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahaval #SMSsummit
66. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahaval #SMSsummit
90. Key to Building Strong Social Media
Communities
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Promote
Listen
Interact
Share
91. Great Relationships Begin with Great
Conversations
Great Conversations
1. Listen first
2. Let the other person talk
about themselves
3. Emphasize similarities
Great Communities
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Promote
Listen
Interact
Share
93. Measuring ROI
Content Strategy
1. Can people find the
information they need?
2. Can they make decisions
based on that
information?
3. Do they trust your brand?
Social Media
1. Can people interact with
your brand?
2. Can they make decisions
based on that
information?
3. Do they trust your brand?
@ahaval #SMSsummit