An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.

1. Social Media and Content Marketing
IntroductionandStepstoGetStarted.

2. 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

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

4. Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.
Sowhereshouldwestart?
To understand digital
marketing we need to
understand how both
audiences and marketing
best practices are
changing.

5. 20.09.13
Buildingongoingcontentstrategiesiscritical
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.
“Ongoing content marketing
costs 62% less and
generates 3 times as many
leads compared to
traditional marketing”
- Demand Metric.

6. “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
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.
Source: Leverage New Age Media

7. 20.09.13
Contentiskeytosearchvisibility
“Ongoing content creation is
the single most effective
SEO tactic by a factor of
53%”
- Marketing Sherpa.
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.

8. “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
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.

9. 20.09.13
Everythingmustbemobile-friendly
“71% of people regularly
access social media from
mobile devices”
- Forbes Insight/Google.
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.

10. “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
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.

11. 20.09.13
Fansandaudiencesmustbecomeadvocates
“90% of audiences listen to
recommendations shared
by friends and peers.”
- Voltier Digital.
Social Media and Content Marketing:
01. Introduction: Trends in Social Media and Content Marketing.

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

13. 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
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

14. Contenttypes
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
Converse
= Ongoing Engagement
Convert
= Education and Outcomes
Connect
= Value Proposition

15. 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
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
Instagram

16. 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!
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

17. 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
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

18. 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.
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
02.Objectives:Goalsetting

19. 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
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

20. 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.
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
04.Tactics/Actions:Executingplans

21. 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
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

22. 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.
Social Media and Content Marketing:
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

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

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

25. 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.
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.

26. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
See More: http://northwarddigital.com/blog/video-content-strategy-considerations-for-success/

27. 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)
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.

28. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.

29. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.

30. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
See More: http://northwarddigital.com/blog/social-media-and-content-for-organizations/

31. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
Source: Social@Ogilvy

32. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
Source: ViralHeat

33. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.

34. 20.09.13
Engagingwithinfluencersandkeyopinionleaders(KOLs)
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
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/

35. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
Source: USAF Blog Triage Model

36. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
Source: Moz

37. 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
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.
Source: Moz

38. 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.
Social Media and Content Marketing:
03.CoreFocus:Content,SocialMediaandSEO.

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

40. 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
Social Media and Content Marketing:
04.KeyOut-takes:ProcessesandToolstoGetStarted.

41. 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
Social Media and Content Marketing:
04.KeyOut-takes:ProcessesandToolstoGetStarted.

42. 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
Social Media and Content Marketing:
04.KeyOut-takes:ProcessesandToolstoGetStarted.

43. 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
Social Media and Content Marketing:
04.KeyOut-takes:ProcessesandToolstoGetStarted.

44. 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
Social Media and Content Marketing:
04.KeyOut-takes:ProcessesandToolstoGetStarted.

45. 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.
Social Media and Content Marketing:
04.KeyOut-takes:ProcessesandToolstoGetStarted.

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