How to develop a content & social strategy
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The document outlines how to develop a content and social media strategy, emphasizing the importance of understanding audience goals and influences. It provides practical tips for tracking interactions, measuring success, and utilizing various social media tools to enhance engagement and brand visibility. Key stages of execution and metrics for evaluation are also discussed, along with useful online resources.
How to develop a content & social strategy
- 1. HOW TO: DEVELOP A CONTENT & SOCIAL STRATEGY
- 2. THIS IS NOT ABOUT: Doing anything spammy to get attention
- 3. THIS IS ALSO NOT ABOUT: • Copying other peoples’ “viral” content • Making a list of tactics to get links
- 5. QUESTIONS WE ASK What do you want your visitors to do? Who do you need to reach in order to achieve this? Where are they? What influences them? How are you going to get into a position to influence them?
- 6. GOALS links/traffic brand awareness customer sales/conversions retention
- 7. AUDIENCE TARGETING: KEYWORDS • Keep an eye out for patterns & user intent, but keep it natural
- 8. DON’T LEAVE OUT THE LONGTAIL
- 10. Post with photos + shortened links in the copy Use attached links Use calls to action Reply to people & be polite Avoid focusing on yourself Be world-aware (e.g. Hurricane Isaac)
- 11. Timing Repetition Hashtags & mentions Shortened links Natural link placement Twitter buttons Include resources Reply & interact
- 12. WHY SHARE? Social shares earn links directly and indirectly, which can improve rankings, which can help you achieve your goals
- 13. LAUNCH! • Make a marketing calendar • Start tracking before, during & after launch First Stage • Google Alerts are your friends • Leverage your friends’ influence/ Ask for favours & Second provide IOUs Stage • Offer an exclusive/ send your stuff out to high-level sites Third • Keep your initial goal sets close by Stage
- 14. THINGS TO MEASURE • Social media interactions (on and off page) Twitter Facebook Google+ LinkedIn Pinterest StumbleUpon Likes • High-level publications (low-level too!) • Ranking for targeted keywords/ marks of quality • Paid social campaigns and cost per acquisitions
- 15. BENCHMARKS Did you achieve the goals that you set aside at the beginning of the campaign?
- 16. USEFUL FREE RESOURCES Free keyword suggestion tool http://ubersuggest.org/ https://adwords.google.com/select/KeywordToolExternal The best times to tweet http://www.tweriod.com/ Management, measurement & scheduling http://hootsuite.com/ Social tools directory http://socdir.com/ Twitter stats http://twittercounter.com/ Twitters analytics http://followerwonk.com/ Shorten & track links https://bitly.com/ Connecting G+ circles http://findpeopleonplus.com/ Email finder http://linksy.me/find-email Facebook analytics http://pagelever.com/ Facebook Insights: http://developers.facebook.com/docs/insights Social media tracking (in Excel!) https://rowfeeder.com/ *Inbound Marketing is Taking Off by Rand Fishkin