1. HOW TO MAXIMISE
SOCIAL MEDIA CONTENT
@AnnmarieHanlon

2. • Why content matters
• Paid, owned, shared and
earned media
• Content pillars
• Words, images or video?
• How to break apart
content
• 7 ways to maximise your
assets
@AnnmarieHanlon

3. WHY CONTENT MATTERS

4. @AnnmarieHanlon
THE FUNNEL
SEO

5. @AnnmarieHanlon
GOOGLE’S SLICE
OF THE WORLDWIDE
DESKTOP SEARCH
MARKET

6. @AnnmarieHanlon
GOOGLE’S SLICE
OF THE WORLDWIDE
MOBILE SEARCH
MARKET

7. PAID, OWNED, SHARED AND
EARNED MEDIA

8. @AnnmarieHanlon

9. CONTENT PILLARS:
WHAT WORKS AND WHY

10. CONTENT PILLARS
@AnnmarieHanlon
THEME
Entertain
Inform
Offer
FORMAT
Publish
Find
Share
Links

11. @AnnmarieHanlon
GETTING STARTED
WITH CONTENT
•Write, talk about your interests,
your passion, your expertise
•Be authentic
•Be first, be bigger, be better
•Don’t sell - advise

12. SUCCESSFUL
CONTENT
Successful content usually involves
some of these elements:
• Headlines with numbers
• Alliteration attracts the audience
• “Quotes are a great way to place
sales messages”
• What do you think of questions?
@AnnmarieHanlon

13. @AnnmarieHanlon
SUCCESSFUL CONTENT
DISTRIBUTION
• Posting is fine, emailing to an audience is better!
• More content is better than less content
• Less frequent with quality is better than frequent
‘thin’ content and weak quality
• Grammar and sound matters

14. WORDS, IMAGES
OR VIDEO?

15. @AnnmarieHanlon

17. YOUTUBE
ADVANTAGES
• YouTube has a larger user base than
Periscope
•Owned by Google
•Can be found after the event via
keywords
•Easy to access via the app
@AnnmarieHanlon

18. YOUTUBE
DISADVANTAGES
•YouTube is more competitive with
similar firms being present
•The subject may have already been
covered on YouTube
•Often requires prepared video,
professional camerawork
@AnnmarieHanlon

20. @AnnmarieHanlon
WHAT CAN PERISCOPE BE USED FOR?
• A regular broadcast
• Impromptu thoughts and statements
• Live product demonstrations
• Behind the scenes footage
• Question and answer sessions
• Exclusive announcements
• Live events

21. @AnnmarieHanlon
PERISCOPE
ADVANTAGES
• Works well for live events
• Can be a useful way of attracting viewers to watch an
ongoing event
• It allows you to share a live link across all social media
platforms
• Film using a tablet or smartphone

22. @AnnmarieHanlon
PERISCOPE
DISADVANTAGES
• Relatively small user base - c10 million
• It can be very boring!
• Difficult to get an audience on the spot
• Seconds to have impact or you’re
abandoned
• You can replay if you’ve enabled in
settings
• Connection can drop…

24. @AnnmarieHanlon
AND BLOGS
• Always there
• Keep being found
• More opportunities for keywords and keyphrases
• Can be shared over and over and over
• Can be updated

25. HOW TO BREAK APART
CONTENT TO SHARE ACROSS
SOCIAL MEDIA PLATFORMS

26. @AnnmarieHanlon
BREAKING APART
CONTENT
1. Start with a single
piece of content
A survey, commentary etc

27. @AnnmarieHanlon
BREAKING APART
CONTENT
2. Write a white paper
about the findings
Add to website, downloadable
from blog

28. @AnnmarieHanlon
BREAKING APART
CONTENT
3. Create summary in
PowerPoint
Add to slideshare, bookmark

29. @AnnmarieHanlon
BREAKING APART
CONTENT
4. Graphically illustrate
key points as an infographic
Add to Pinterest, Instagram,
Facebook

30. @AnnmarieHanlon
BREAKING APART
CONTENT
5. Film one of the team
talking about the key points
Add to Pinterest, YouTube, Vine.
Screen on Periscope

31. @AnnmarieHanlon
PROMOTE YOUR
CONTENT TO A
WIDER AUDIENCE
Text (tweet 140 characters)
Headline
70 characters max
Website
address
CTAImage 800x320 pixels

32. 7 WAYS TO MAXIMISE
YOUR ASSETS

33. @AnnmarieHanlon
Write, talk, illustrate, film stories about your:
Skills
Service
People
Success
Differences
1. EXPLORE YOUR STORIES

34. @AnnmarieHanlon
2. OPTIMISE YOUR CONTENT
Re-write
Add in more SEO
Keywords
Long-tail key phrases
Expensive keywords
Build links to other assets

35. @AnnmarieHanlon
Add to your own website or blog
Share with fans and advocates
Add as news item to your RSS
feed
3. PUBLISH YOUR CONTENT

36. @AnnmarieHanlon
Add to email signatures
Talk about in your social spaces
Mention in other articles (build
back links)
4. PROMOTE YOUR CONTENT

37. @AnnmarieHanlon
Give them exclusive early
access
Provide different imagery
Ask them to share
5. HARNESS FANS
AND FOLLOWERS

38. @AnnmarieHanlon
6. BE CONSISTENT

39. @AnnmarieHanlon
Add to newsletters ‘this month’s
news’
Re-post, re-pin, re-tweet ‘in case
you missed it’
Group themes into hub pages
7. SHARE AGAIN

40. @AnnmarieHanlon
Create great titles or headlines
Make a content plan
Create a content calendar
Agree the format
Build your asset bank
Be consistent

41. Follow me on Twitter @AnnmarieHanlon
ABOUT ANNMARIE HANLON

42. Follow me on Twitter @AnnmarieHanlon
FREE GUIDE
www.evonomie.net/maximise