Social Media and Content Marketing Strategy - An Introduction

Social Media and Content Marketing 
IntroductionandStepstoGetStarted.

Social Media and Content Marketing: 
IntroductionandStepstoGetStarted
Contents.
1. Introduction: Trends in Social Media and Content Marketing.
2. Strategy: Goal Setting, Planning, Execution and Measurement.
3. Core Focus: Content, Social Media and SEO.
4. Key Out-takes: Processes and Tools to Get Started.
2

01. Introduction:  
Trends in Social Media and Content Marketing. 
3

Sowhereshouldwestart?
To underﬆand digital
marketing we need to
underﬆand how both 
audiences and marketing
beﬆ practices are
changing.

20.09.13
Buildingongoingcontentstrategiesiscritical
“Ongoing content marketing
coﬆs 62% less and
generates 3 times as many
leads compared to
traditional marketing”  
 
- Demand Metric.

“89% of 18-29 year olds are
active on social media. 80%
of active social media users
are on Facebook but usage
is declining.”  
 
- Pew Research/Hubspot.
Socialmediaaudiencesarelargebutfragmented
Source: Leverage New Age Media

20.09.13
Contentiskeytosearchvisibility
“Ongoing content creation is
the single moﬆ eﬀective
SEO tactic by a factor of
53%”  
 
- Marketing Sherpa.

“Each day more than 4.75
billion pieces of content are
shared on Facebook. On
average less than 10% of
Brand page content will
make it to fan news feeds”  
 
- Facebook/Social@Ogilvy.
Contentiskeytosocialmediaengagement

20.09.13
Everythingmustbemobile-friendly
“71% of people regularly
access social media from
mobile devices”  
 
- Forbes Insight/Google.

“90% of the information that
comes to the brain is visual.
A minute of video is worth
1.8 million words.”  
 
- Zabisco and Forreﬆer Research.
Contentneedstobevisualandengaging

20.09.13
Fansandaudiencesmustbecomeadvocates
“90% of audiences liﬆen to
recommendations shared
by friends and peers.”  
 
- Voltier Digital.

02. Strategy:
Goal Setting, Planning, Execution and Measurement.
12

POSITIVE CONNECTIONS and CONVERSION
Customer Value, Advocacy and Engagement
Target Customer Segment
Peer
Connections/
Recommendations
Channels of
Engagement
Content
Subject Areas
Content
Types and Formats
Frameworkforcontentmarketingandcommunications
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

Contenttypes
Converse
= Ongoing Engagement
Convert
= Education and Outcomes
Connect
= Value Proposition

Target audience should
dictate channels of
engagement:
‣ Earned Media.
‣ Owned Media.
‣ Paid Media.
Channels also do not operate in
isolation and will have impacts
across audience interaction.
Digitalchannelslandscape
Instagram

Ongoingstrategy
Iterative: Adoption of an iterative ﬆrategy framework to allow eﬀective control of longer-term ﬆrategic objectives
alongside ﬆructured optimization over the shorter-term tactical and implementation activities.
Data-Driven: An ongoing process of small changes and improvements across Cuﬆomer, Content and Channel
tactics (based on robuﬆ cuﬆomer/audience data) in combination with larger periodic ﬆrategic reviews to ensure
delivery to objectives.
Situational
Analysis!
Objectives! Strategy!
Tactics /
Actions!
Control!

What is our role and the
environment in which we
are operating?
‣ Stakeholders and partners.
‣ Induﬆry practice areas.
‣ Diﬀerent projects and
initiatives and how these will
interact.
‣ Political and legal
considerations.
01.SituationalAnalysis:UnderstandingthePlayingField

What do we need to
achieve and measure ?
‣ Increase brand awareness
and reach.
‣ Build ongoing contact points
with audiences (social, email
etc) and create advocates.
‣ Drive outcomes for
ﬆakeholders.
‣ Deﬁne KPIs to measure.
02.Objectives:Goalsetting

How can we achieve our
goals?
‣ Audience deﬁnition and
context.
‣ Resource and budgeting.
‣ Content areas and formats.
‣ Digital channels.
‣ Technology.
‣ Campaigns and activities.
‣ Analytics.
03.Strategy:Planning

20.09.13
Implementing activity
‣ Platform development
(websites, mobile apps).
‣ Content creation/production.
‣ Content promotion and
inﬂuencer outreach.
‣ Staﬃng to manage
cuﬆomers responses and
leads.
04.Tactics/Actions:Executingplans

What worked and what can
we improve?
‣ Data and assumptions about
what our cuﬆomers want.
‣ Content and content formats.
‣ Channels we have used.
‣ Technology and platforms.
‣ Staﬀ and processes.
05.Control:Measurementandoptimisation

StrategyChecklist
✓Determine who your ﬆakeholders and audience are.
✓Decide what your desired outcomes and objectives are.
✓Determine your audience value proposition, messaging and how you can add value with content or other
activities.
✓Determine where your target audience is and create a ﬆakeholder engagement landscape (media channels and
spaces e.g Facebook, Twitter, Inﬆagram, etc).
✓Plan your resource and activity.
✓Determine how you will measure and optimise your activities.

03.Core Focus:  
Content, Social Media and SEO.
23

Contenttypes
Converse
= Ongoing Engagement
Convert
= Education and Outcomes
Connect
= Value Proposition
03.CoreFocus:Content,SocialMediaandSEO.

20.09.13
Contenttypesandfunction
Connect
Campaign Content
Converse
Engagement Content
Convert
Update Content
Objective
Medium to long-term realisation of
infrastructural or seasonal objectives
(awareness, community)
Medium term ongoing content strategy +
development of Ever-green/long-tail
content.
High volume, medium to short-term, low
production cost content.
Content
Frequency
Low: Every 3 - 6 months but with high
activity intensity during campaigns
Medium: 1-2 per month High: 1-2 per week
Channels
Paid/Earned/Owned: Primarily online
channels, supported by suitable offline
media
Paid/Earned/Owned: Targeted online +
low level ampliﬁcation of organic reach
Earned/Owned Media: Website,
Facebook, Twitter, GooglePlus,
Pinterest, Instagram.
Type of
Content
Creative, high production value content
designed to serve the goals of larger
initiative
Ever-green/long-tail content designed to
support and work with broader content
strategy.
Curated news, polls, competitions and
comments.

20.09.13
Determining content tone
and ﬆyle:
‣ Finding your authentic and relevant
ﬆories that will create value for
your audience.
‣ Creating an editorial process and
team to decide on new content.
‣ Monitoring social and content
areas to get ideas for new ﬆories
and content.
‣ Inviting audience participation and
feedback.
StoryTellingandContent
See More: http://northwarddigital.com/blog/video-content-strategy-considerations-for-success/

20.09.13
Content generation and
optimisation:
‣ Relative scoring syﬆem based on
High, Medium, Low scale.
‣ Building in multiple variables
(audience relevance, competition,
ﬁt with objectives/outcomes etc).
‣ Keyword considerations in line with
SEO and cuﬆomer ﬆrategy.
‣ Ongoing performance data to
improve content/audience match.
‣ Outcome and resource oriented.
Audience
Relevance
(/30)
Content
Competition
(L-3 M-2 H-1)
Ability to
Service
(L-3 M-2 H-1)
Content
Performance
(L-3 M-2 H-1)
Focus
Content
Score
Topic 1 14.1 2 1 2 14.1
Topic 2 17.9 3 2 2 13.43
Topic 3 14.2 3 2 2 10.65
Topic 4 20.0 2 2 2 10
Topic 5 16.8 2 2 2 8.4
Topic 6 5.2 2 1 2 5.2
Topic 7 9.6 1 1 2 4.8
Topic 8 9.0 2 2 2 4.5
Focuscontentscoring
FC = (AR x C) 
(S x PP)

Contentplanningframework
Map how broad ﬆrategic
priorities will ﬁlter down
into campaigns and
ongoing content creation
and diﬆribution.
1 2 3 4 5 6 7 8 9 10 11 12MONTH
AssetAsset Asset AssetAsset Asset AssetAsset Asset AssetAsset Asset
High-volume, low-
cost Convert/Update
content
Regular, moderate-
cost evergreen
content
Overarching
high-production
value creative/
strategic campaigns
Campaign/Connect Content Campaign/Connect Content
Ongoing Google Analytics + Social analytics + Search performance reporting
Ongoing Analytics
feeding into short
and medium-term
content production.
ThemeTheme ThemeTheme Them ThemeTheme Them ThemeTheme ThemTheme
Strategic Review Strategic Review

Considerationsforcontentandsocialmedia
- Creating engaging ongoing
interactions with audiences
- Creating content for search
- Managing different content
types across ﬆrategic activities
and initiatives
- Building and reinforcing brand
for audiences through ongoing
content creation
- Increasing audience reach
and touch points
- Converting audiences, fans
and followers into advocates
- Using data to identify
influencers and possible
partners
- Preparing ﬆrategies to
manage difficult interactions
CONTENT SOCIAL MEDIA

There are a large range of
Social Media platforms
available each with
diﬀerent audience proﬁles:
‣ Facebook.
‣ Inﬆagram.
‣ Google+.
‣ LinkedIn.
‣ Twitter.
‣ Pintereﬆ.
Facebook andthesocialmedialandscape
Instagram
Pinterest
See More: http://northwarddigital.com/blog/social-media-and-content-for-organizations/

Organic reach has declined to
as low as 2% on Facebook:
‣ It is increasingly necessary to work
with paid media to ensure content
reach and impact.
‣ Optimal poﬆ times and frequency
vary across diﬀerent brands and
content ﬆrategies. (ﬆarting point
should be 1-2 poﬆs per day, during
weekday afternoons)
‣ It is important to build up a
process of teﬆing and
optimisation.
Socialmediareachandcommunitybuilding
Source: Social@Ogilvy

Ue - Aﬃnity.  
The ﬆrength of the relationship
between a user and one of their
connections (friend, Page, group).
We - Weight.
The value of a certain ﬆory or poﬆ
including content type (e.g. text, link,
photo, video).
De - Time Decay.  
The recency of the content – the
“freshness” of the poﬆ.
FacebookEdgeRank-whatweknow
Source: ViralHeat

20.09.13
‣ Choose core social platforms
appropriate for your target
audience.
‣ Run photo conteﬆs to increase
shares, votes and viral eﬀects..
‣ Partner with inﬂuencers and
brands to share your poﬆs and
campaigns.
‣ Run hashtag campaigns that
broaden reach across multiple
social networks.
‣ Capture contact data for email and
direct followup.
Practicalstepsforboostingorganicreach

20.09.13
Engagingwithinfluencersandkeyopinionleaders(KOLs)
What are some Key ﬆrategy
elements for engaging KOLs?
‣ Develop a tailored KOL engagement ﬆrategy.
‣ Identify and monitor the right KOLs.
‣ Underﬆand KOL audiences and communities.
‣ Create great content and experiences.
‣ Adopt a long term approach and think beyond
primary reach.
‣ Focus on building ongoing relationship.
Source: Traacker/Lewis PR See More: http://northwarddigital.com/blog/key-opinion-leaders-content-marketing/

20.09.13
Plan for crisis and
minimise exposure:
‣ Develop a crisis management plan
for dealing with difficult or
confrontational interactions.
‣ Create a formal process guide for
all activity (particularly promotions)
and contributors on Facebook and
publish “House Rules” for user
conduct.
‣ Develop service level ﬆandards –
e.g. responding to inquiries within
24 hours with relevant information.
Can you add
value?
Evaluate the
purpose
Respond in
kind & share
Thank the
person
Unhappy
Customer?
Dedicated
Complainer?
Comedian
Want-to-Be?
NegativePositive
Yes No
Do you want to
respond?
No Response
No
Yes
Take action to fix issue
and let customer know
action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/
deserve more info?
Yes
Explain what is being
done about the issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and
monitor.
No
Yes
NoYes
Yes
Assess the
message
CUSTOMER/AUDIENCE 
INTERACTION
Crisismanagementonsocialmedia
Source: USAF Blog Triage Model

Do Improved Social Signals
Improved Search Rankings?
‣ Social metrics currently account for
approximately 7% of Ranking Factor
inﬂuence on Google.
‣ Social Presence in the future will
equal Higher search rankings on
Google through both direct and
indirect factors.
‣ Google+ already has ﬆrong impact
on Google search results.
SocialmediaandSEO
Source: Moz

20.09.13
Key Search Engine Ranking
Factors:
‣ Unique content.
‣ Backlinks and site authority.
‣ Keywords.
‣ Technical factors (site speed, site
ﬆructure).
‣ Website usability and tags.
‣ Social media.
‣ Rich media (optimised images,
videos etc).
SearchEngineOptimisation
Source: Moz

ContentandSocialMediaChecklist
✓ Find your stories: Ensure that they are genuine and authentic and will both entertain/inform your audience
and drive outcomes.
✓ Develop a content plan, editorial team and publishing process, including a structured content calendar to
help schedule and align your activities (weekly, monthly, quarterly etc). 
✓ Adopt a set of guidelines and ensure that you are clear about your agenda in your content creation and
social media practices.
✓ Spy on others and try out techniques that you have observed in other markets.
✓ Experiment and measure what you do and ﬁnd what works best for you.
✓ For Facebook always be conscious of EdgeRank – it is pointless having a large community of fans if there
is no engagement with your content.

04: Key Out-Takes:
Processes and Tools to Get Started.
39

Be clear about what you are
trying to achieve and who you
need to engage with.
Consider ﬆrategic
partnerships:
‣ With other organisations (e.g.
inﬆitutions).
‣ With diﬀerent government
miniﬆries.
‣ With other inﬂuencers and opinion
leaders.
01.Defineyourobjectivesandtargetaudience
04.KeyOut-takes:ProcessesandToolstoGetStarted.

20.09.13
Develop content that will
engage your audience: 
‣ Set the personality and tone.
‣ Ensure audience relevance,
usefulness and appeal.
‣ Consider and diﬀerent content
formats (visual).
‣ Structure campaigns and content
frequency over full year at
diﬀerent levels.
02.Createacontentstrategy

Dedicate appropriate
resource to execute and
achieve your objectives.
Plan activities in detail:
‣ Create an editorial calendar
‣ Be consiﬆent
‣ Know your purpose
‣ Know your intended audience
‣ Plan for crisis management and
limit liability.
03.Planandresourceappropriately

20.09.13
Ensure that all content is
mobile friendly, shareable and
search engine optimised.
Think beyond text:
‣ Include visual media such as
photos and videos.
‣ Share curated content from other
sources.
‣ Create calls-to-action (queﬆions).
‣ Respond to any feedback from
commenters.
04.Shareable,searchableandmobile

Experiment, measure
performance, and optimise
your activities.
Remember Conversion and
other channels:
‣ “Give me your email/join my social
media community and I will give
you this amazing piece of content”.
‣ Build links across diﬀerent
audience channels and programs
(website, social media, SEO, email
etc)
05.Thinkbig,startsmall,scalefast

SomeTools
Analytics and Measurement:  
Google Analytics.
www.moz.com or other specialiﬆ SEO analysis platform.
www.followerwonk.com, www.getlittlebird.com, www.klout.com, www.topsy.com for social monitoring/discovery.
www.tagboard.com for managing cross platform hashtag searches.
Management and Adminiﬆration:
www.bitly.com for link shortening and tracking.
www.hootsuite.com for automation and single dashboard use
www.wildﬁreapp.com, www.pagemodo.com or www.shortﬆack.com for facebook apps and tab templates.
Content Creation: 
www.canva.com for easy creation of visual assets.
www.swayy.co for content curation and discovery.

Thomas IM Webﬆer  
Lead Strategiﬆ - NorthWard 
li. www.linkedin.com/in/thomasimwebﬆer 
e. hello@northwardcph.com  
w. www.northwarddigital.com

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