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Crafting Killer Content: Social Media & PR Strategies

Learn how to create engaging web content to boost SEO, educate buyers, and build credibility. Understand the importance of audience targeting, originality, and authenticity in content creation. Embrace these content rules to foster loyalty and trust, ultimately leading to sales.

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Crafting Killer Content: Social Media & PR Strategies

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  1. Social Media and PR Strategies • Thursday, Feb 6 • Week 2

  2. The Content Rules

  3. What is content?

  4. Web content: “The textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.” -Wikipedia

  5. How do you make a purchase?

  6. Consumers today depend upon: • Search engines • Blogs • Social networking sites • Websites • Forums • Friends and family

  7. “Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed all the rules.” -David Meerman, The New Rules of Marketing & PR

  8. “The one who has the more engaging content wins, because frequent and regular contact builds a relationship.” -Joe Pulizzi, Get Content, Get Customers

  9. Killer content can: • Up your search engine optimization • Educate your buyers about a purchase • Overcome resistance or address objections • Establish your credibility, trust and authority • Tell your story • Build a buzz via social networks • Build a base of loyal fans and brand evangelists • Inspire impulse buys

  10. Content Rule #1Embrace being a publisher

  11. What are the 5 “w”s of journalism?

  12. Why are you creating the content you’re creating?

  13. Avoid creating content because everyone else is doing it. Social media and online fatigue = failure

  14. Who is your audience? Who are you?

  15. Who are you? I’m a foodie.

  16. What do you want that content to achieve?

  17. Driving sales means building trust Don’t just sell shoes, offer training tips. *Remember, the groundswell is all about relationships.

  18. Think of yourself as a concierge

  19. When and how are you going to develop the content?

  20. When and how is boring, but important • How can you present the content in a way that best engages your audience? • What is your budget? • What’s your publishing schedule? • Is there an beginning and end point?

  21. Where are you going to publish?

  22. Which tools and platforms are best for you?

  23. Content Rule #2Insight Inspires Originality

  24. Blendtec http://www.youtube.com/watch?v=lAl28d6tbko

  25. Old Spice http://www.youtube.com/watch?v=owGykVbfgUE

  26. West Jet http://www.youtube.com/watch?v=zIEIvi2MuEk

  27. Content Rule #3Do something unexpected

  28. Take the time to monitor what is and isn’t working. What is being viewed and shared? Give your audience what they want.

  29. Content Rule #4Analyze and Respond

  30. incentivize synergy leverage users solutions learning outcomes impactful strategy

  31. Your voice should align with who your audience thinks you are.

  32. Content should engage and spark conversation.

  33. Content Rule #5 Be yourself

  34. The purpose of all the content rules is to build loyalty, trust and ultimately drive sales.

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