2. Today’s Agenda
• Who am I?
• Owned versus shared content
• Why you’re creating content?
• Who you’re creating content for?
• What content should you create?
• How to promote content?
• Social networks & tools

3. Betsy is…

5. Owned Content
• Content that is housed
on sites that you own.
• What you put on your
blog, website, etc.

6. Shared Media
• Content that you put
on a website you
don’t own.
• Anything that you put
on Facebook, Twitter,
Instagram, etc.

7. Owned Versus Shared
• Get your owned content
together before you work on
your shared.
– It’s where business happens.
– Search engines are just as
important as social.

8. How to Use Shared Content
• Hub & Spoke Model
• The *New* Publish
Everywhere Model

9. Why are you creating content?
• Why are you
marketing via social
media?
• What looks like
success to you?
• Measure your
progress against
these questions.

10. Who are you creating content
for?
• If you don’t know who
your audience is, you
won’t know what kind
of content will hit home
with them or what
kinds of advertising
you should invest in.
• You will be wasting a
lot of time & money.

11. Your Audience
• What age are they?
• Predominantly male or
female?
• What other interests do
they have?
• What motivates them?
• What are their goals?
• What are their
challenges?

12. Example Audience
• Buyer persona of a mom
• Age is 25-45
• Interests are around
children’s TV shows &
characters
• Motivation is finding
balance & being a better
mom
• Goal is to lose weight &
take time for themselves
• Challenges are time &
childcare

13. Identify Your Superfans
• They already
love you.
• They will share
share share.
• You can partner
with them.

14. Example Superfan
• Maria
• She’s in her late 20s
• Her favorite networks are
Twitter & Instagram
• Motivated by
photography & posts
about where she works

15. What content should you
create?
• Small content
–Should be as
specific as possible
–Creates more
content & is more
relatable

16. What content should you
create?
Your audience challenges:
• Time
• Childcare

17. What content should you
create?
Your audience goals:
• Lose weight
• Taking time for themselves

18. What content should you
create?
Your audience motivations:
• Finding balance
• Being a better mom

19. What content should you
create?
Superfan’s motivations (on favorite network):
• Photography
• Place of employment

20. User Generated Content
• How to find it:
– Hashtags (your own &
others)
– Twitter Lists
– Facebook pages
– Feedly
• Be sure to ask for
permission
• Attribute Attribute
Attribute

21. User Generated Content
• Superfans
• Local
Partners
• Influencers

22. User Generated Content
Local Partners & Influencers
• They can create content for you.
• Or you can repost their content.

23. Behind-the-Scenes
• What goes into your business?
• What fun things happen in your office?
• What decisions can your fans help with?

24. Look at Your Google Analytics
• What content has succeeded before? Can
you repurpose it?
• What are people searching for on your
site?

25. Promote Your Content
• If you build it, they
will not come.
• According to
Kissmetrics, 30
billion pieces of
content are added
to Facebook a
month.

26. Promote Your Content
• Build a tribe.
– Your tribe is in this
room.
• Share, like,
comment and
interact.
• Use email.

27. Facebook
• Look at your analytics.
– What times are your
fans on?
– Is your audience full of
people that actually do
business with you?
– What posts have
worked for you in the
past?

28. Facebook
• How should you post?
– Don’t hit that share
button.
– Ask a question.
– Have your post topics
connected to the time of
day.
– Post images, not links.
– Invest in video.

29. Facebook Advertising
• Doesn’t have to be
expensive.
• Should be used to
support your
successful content.
• Should be targeted to
one of your personas.

30. Instagram
• Hashtags are your
BFF.
–Create your own
hashtag.
–Put it on an image
from time to time.
–Interact with other
hashtags.

31. Instagram
• Interact with your fans.
–Go on photowalks.
–Invite local
photographers to
your business.
–Reshare their photos
with attribution.

32. Instagram
• Learn photography
–You don’t have to be
a great photographer
but you have to want
to get better.
–Create something
beautiful.
–Get into
uncomfortable
positions.

33. Twitter
• Listen
– Twitter Lists for
superfans & people that
create relevant content.
– Twitter Lists for those
that you want to write
about you.
– Follow relevant local
hashtags and those
relevant to your
industry.
– Search your name &
competitors’ names.

34. Twitter
• Jump on in
–Images increase
your engagement.
–Answer questions
from your lists &
searches.
–Don’t over-
promote.

35. Resources
• Evernote
• Dropbox
• Canva
• WordSwag
• Feedly

37. Thank you!
Betsy A. Decillis
Betsy A. Decillis
Consulting, LLC
betsy@badconsultingllc.co
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