PubCon 2016 | Building Custom Content on a Budget
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Caitlin Jeansonne's presentation at Pubcon emphasizes the importance of a strategic content approach within digital marketing while maintaining budget constraints. Key topics include defining content goals, understanding audience data, creating a flexible content calendar, and utilizing various channels effectively. The session advocates for consistency, measuring performance, and integrating evergreen content to improve engagement and brand awareness.
PubCon 2016 | Building Custom Content on a Budget
- 1. #pubcon Building Custom Content on a Budget Caitlin Jeansonne Social Media Director, MMI Agency @qcait @mmiagency |
- 2. #pubcon Caitlin Jeansonne • Cat lady, pop culture junkie, geek • 10+ years experience in digital strategy, SEO/SEM, social media @qcait @mmiagency |
- 3. #pubcon As digital marketers, we create a lot of content @qcait @mmiagency |
- 4. #pubcon …A Lot of Content • Blog posts • White papers • Landing pages • Tweets • Facebook Posts • LinkedIn Posts @qcait @mmiagency | • Video • Pinterest Pins • Instagram Posts • Ad copy • Testimonials • Case Studies
- 5. #pubcon For example, always-on social content @qcait @mmiagency |
- 7. #pubcon Structure = Efficiency @qcait @mmiagency |
- 8. #pubcon Let’s Chat • Build your content formula • Create a calendar • …But be flexible • Use channels strategically • Amplify • Measure @qcait @mmiagency |
- 9. #pubcon Content Strategy Inputs • Goals • Key messages • Audience data • 10% experimentation @qcait @mmiagency |
- 10. #pubcon Define Content Goals @qcait @mmiagency | Awareness Consideration Preference/ Purchase Retention • Increase visibility to key new audiences • Improve findability through SEO • Improve brand perception in consideration set • Reinforce key brand attributes • Overcome objections • Educate on service offerings • Drive website traffic and new consumers into the sales funnel • Convert leads into customers • Resolve customer service issues efficiently • Build brand trust and customer loyalty
- 11. #pubcon Soapbox: Growing your social media following is not a business goal. @qcait @mmiagency |
- 12. #pubcon Define Key Messages • What impression do you want your audience to walk away with? • Keep them customer-centric • Be sure they reflect reality • Differentiate your brand from competitors • Keep it simple • Reevaluate over time @qcait @mmiagency |
- 13. #pubcon Add Audience Data Inputs • What are people searching for? • What questions are they asking about your brand? • What trends are you seeing over time? @qcait @mmiagency |
- 14. #pubcon And beyond search… @qcait @mmiagency |
- 15. #pubcon Facebook Audience Insights @qcait @mmiagency |
- 16. #pubcon YouTube Organic Search @qcait @mmiagency |
- 17. #pubcon Amazon Products and Reviews @qcait @mmiagency |
- 18. #pubcon Social Listening Tools @qcait @mmiagency |
- 19. #pubcon Social Listening Questions • What are people saying about your brand to their friends? • What User Generated Content are people sharing? • Who is influential in the conversation? • How are people interacting with competitors? • What customer service issues are occurring? • What content is getting the most engagement? On what channels? @qcait @mmiagency |
- 20. #pubcon Determine Your Breakdown @qcait @mmiagency | • Answer users’ questions • Address hot topics • Differentiate from competitors • Provide value • Be entertaining
- 21. #pubcon Content to Think About • Ask for and share User Generated content • Update existing content • Repurpose content across channels • Curate third-party content @qcait @mmiagency |
- 22. #pubcon Create a Calendar • Keep in mind organizational timelines • Plan for content to support marketing and PR initiatives • Identify key moments in time (Back to School, New Year, The Oscars, etc.) • Layer in Evergreen content (based on audience data) @qcait @mmiagency |
- 23. #pubcon Start by Month, then Dive In @qcait @mmiagency | AUG SEPT OCT NOV DEC JAN FEB Back to School Store opening Football season Camping/Hunting/Fishing Black Friday Store opening Holiday shopping Super Bowl marketing
- 24. #pubcon Create Evergreen Content Reserves • Create multiple pieces at once • Publish over time • Tie back to timely moments • This is where you can create in bulk to save $$ @qcait @mmiagency |
- 25. #pubcon Channel Strategy • Where does your audience hang out online? • Where does your content feel native? • How will you differentiate content in each channel? @qcait @mmiagency |
- 26. #pubcon More tips to speed up the process • Develop content syndication protocol to share media hits and PR content (Where will you share? When? How often? Who needs to approve?) • Develop a list of approved third-party content sources to curate content efficiently @qcait @mmiagency |
- 27. #pubcon Remember: People Often Share Based on Headline Alone • Make it valuable or entertaining • Invoke emotion • Reinforce who they are and what they care about • Avoid click bait @qcait @mmiagency |
- 28. #pubcon Remember: Visuals Matter @qcait @mmiagency |
- 29. #pubcon The More Organic, the Better >>> @qcait @mmiagency | 84% increase
- 30. #pubcon Visuals • Visual should match the “feel” of the network • Stay away from blue to stand out on Facebook • Optimize image size by platform • Think mobile-first • Ex: Facebook 20% Rule • Ex: Instagram square images @qcait @mmiagency |
- 31. #pubcon Look for Opportunities to Amplify • Reinforces key messaging • High organic reach • Heavy website traffic • Key cultural moments @qcait @mmiagency |
- 32. #pubcon Leave Room for Experimentation @qcait @mmiagency |
- 33. #pubcon Measure and Refine @qcait @mmiagency |
- 34. #pubcon Recap • Build your formula • Create a calendar • …But be flexible • Channel strategy • Amplify • Measure @qcait @mmiagency |
Editor's Notes
- #3: - Lead Social Media Strategist at MMI Agency in Houston, Texas. Specialize in strategic planning and implementation Past experience includes SEO/SEM project and team management, social media management, and marketing/communications roles. Previous clients include B2B and B2C - “Nuts About Southwest” blog (named Best Corporate Blog by Platinum PR awards for 2008 and 2009), Shell Houston Open, Tony Chachere’s, Greater Houston Partnership Published cover story in The Public Relations Strategist + spoken at Association of Chamber of Commerce Executives National Conference, NTEN Nonprofit Technology Conference, and regional PRSA, AMA, AAF
- #10: Content strategy covers - What type of content you’ll post How often you’ll post it On what channels
- #25: FAQs Common Customer Service issues How-to content Customer testimonials Quotes Tips
- #33: Live Video, 360 video