Lisa Harrison presents 5 content marketing strategies for 2014: 1) focus on building an engaging brand culture, 2) understand your target audience's demographics and psychographics, 3) build relationships through social media before promoting content, 4) focus on the problems your content solves rather than just features, 5) create an online community around your brand through personalization, entertainment, credibility, value and ideas. The document encourages establishing yourself as an expert through an 80/20 ratio of useful vs promotional content and engaging in an interactive dialogue through social media.

1. 5 Content marketing strategies for 2014
with LISA HARRISON,
DIGITAL MEDIA STRATEGIST

2. a little about Lisa...
Passionate about
media + internet + relationships
= DIGITAL MEDIA STRATEGIST!
MY Mission
“Create safe, supportive and
structured social communities
online.”
@_lisa_harrison #smm

3. this morning we are going to discover...
5 Content marketing
strategies for 2014
@_lisa_harrison #smm

4. connect
FACEBOOK
www.fb.com/Secretstosocialmediamastery
www.fb.com/pomocreative
TWITTER
@_lisa_harrison
#smm
BLOG
www.pomo.com.au/blog
@_lisa_harrison #smm

5. CULTURE.
The success of brands is due to the
PEOPLE behind
an engaging brand.
It’s everyone from senior
leadership to the most
junior staff, and even the
consumers.
@_lisa_harrison #smm

6. TIP: Think of the strongest
brands you know.
@_lisa_harrison #smm

7. Top five brands on FACEBOOK.
1
2
3
4
5
@_lisa_harrison #smm

8. What do they have
in common?
They deliver well on
VALUE PROPOSITION.
That is, they do what
they say they will, and
most likely do it better
than others in their
industries.
@_lisa_harrison

9. Social Media and
Content marketing
will drive more
traffic to your
website than SEO.
@_lisa_harrison #smm

10. examples of content marketing
• EDM – electronic direct mail, email
newsletters and email alerts
• e books
• podcasts
• websites
• social media
• publishing - blogging
• podcasting
• video content
@_lisa_harrison #smm

11. CLARITY
Build relationships first,
promote your content later
.
@_lisa_harrison #smm

12. Focus on Your Benefits,
Not Your Feature.
What problem do you help to solve?
What critical service do you provide?
Ask yourself the same
question 5 times:
Why do you do what you do?
why? why? And so on.
@_lisa_harrison #smm

13. Know your target.
@_lisa_harrison #smm

14. @_lisa_harrison #smm

15. Demographics
Gender
Age
Education level
Income level
Marital status
Occupation
Religion
Size of a family
Geographic
etc.
@_lisa_harrison #smm

16. Psychographics
@_lisa_harrison #smm

17. TIP: CREATE COMMUNITY
with Social Media strategies.
Ultimately its about your audience
feeling connected to you and wanting
to spread your brand story.
@_lisa_harrison #smm

18. 1. Personalisation
@secretstomedia
#smm
@_lisa_harrison #smm

19. @_lisa_harrison #smm

20. 2. Entertain
and Compel
@_lisa_harrison #smm

21. @_lisa_harrison #smm

22. @_lisa_harrison #smm

23. 3.
Credibility
@secretstomedia
#smm
@_lisa_harrison #smm

24. @_lisa_harrison #smm

25. 4.
Value
@secretstomedia
#smm
@_lisa_harrison #smm

26. @_lisa_harrison #smm

27. 5. Ideas / Solve a problem
@secretstomedia
#smm
@_lisa_harrison #smm

28. @_lisa_harrison #smm

29. bonus tip:
Become An Influencer TIP: the 80/20
80% useful, relevant and informative content
20% bragging about your achievements
(establish yourself as an expert and/or boost your credibility)
@_lisa_harrison #smm

30. TAKEAWAY
THE “AGE OF STRATEGY”
Communication now needs to be
an interactive dialogue
ENGAGE
@_lisa_harrison #smm

31. Where a lot of companies fall over in
implementing digital marketing and
engagement strategies.
Who is responsible for this stuff?
Do we have the “know how” (education)?
What are our priorities?
@_lisa_harrison #smm

32. Learn More...
Brisbane North Sydney
For further information on
Social Media Mastery or to book
please call 1300 572 349, or visit
www.secretstosocialmediamastery.com.au

33. Become an Accredited
SOCIAL MEDIA MANAGER
Join me at Social Media Mastery
Certificate IV in Business
BSB40207 The training is fully accredited
Session One, 2 days (Prerequisite for remaining Sessions)
Establish networks (BSBREL401A)
Advanced online business networking using social networking tools (Building
Client Relationships and business networks, BSBREL402A)
Session Two, 2 days
E-commerce (Conducting e-marketing communications, BSBMKG412A)
@secretstomedia
#smm
@_lisa_harrison #smm

34. THANK YOU!
MORE INFORMATION
Email: lisa@pomo.com.au
www.secretstosocialmediamastery.com.au
www.pomo.com.au
Subscribe to my newsletter at www.lisaharrison.com.au
www.secretstosocialmediamastery.com.au
Blog: www.pomo.com.au/blog/
@_lisa_harrison #smm