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HOW TO MAXIMISESOCIAL MEDIA CONTENT
@AnnmarieHanlon
• 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
WHY CONTENT MATTERS
@AnnmarieHanlon
THE FUNNELSEO
@AnnmarieHanlon
GOOGLE’S SLICE OF THE WORLDWIDE DESKTOP SEARCH MARKET
@AnnmarieHanlon
GOOGLE’S SLICE OF THE WORLDWIDE MOBILE SEARCH MARKET
PAID, OWNED, SHARED AND EARNED MEDIA
@AnnmarieHanlon
CONTENT PILLARS:WHAT WORKS AND WHY
CONTENT PILLARS
@AnnmarieHanlon
THEME
Entertain
Inform
Offer
FORMAT
Publish
Find
Share
Links
@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
SUCCESSFULCONTENT
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
@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
WORDS, IMAGES OR VIDEO?
@AnnmarieHanlon
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
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
@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
@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
@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…
@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
HOW TO BREAK APART CONTENT TO SHARE ACROSS
SOCIAL MEDIA PLATFORMS
@AnnmarieHanlon
BREAKING APART CONTENT
1. Start with a singlepiece of content
A survey, commentary etc
@AnnmarieHanlon
BREAKING APART CONTENT
2. Write a white paperabout the findings
Add to website, downloadable from blog
@AnnmarieHanlon
BREAKING APART CONTENT
3. Create summary inPowerPoint
Add to slideshare, bookmark
@AnnmarieHanlon
BREAKING APART CONTENT
4. Graphically illustrate key points as an infographic
Add to Pinterest, Instagram,Facebook
@AnnmarieHanlon
BREAKING APART CONTENT
5. Film one of the teamtalking about the key points
Add to Pinterest, YouTube, Vine.Screen on Periscope
@AnnmarieHanlon
PROMOTE YOUR CONTENT TO A WIDER AUDIENCE
Text (tweet 140 characters)
Headline70 characters max
Websiteaddress
CTAImage 800x320 pixels
7 WAYS TO MAXIMISE YOUR ASSETS
@AnnmarieHanlon
Write, talk, illustrate, film stories about your:
Skills
Service
People
Success
Differences
1. EXPLORE YOUR STORIES
@AnnmarieHanlon
2. OPTIMISE YOUR CONTENTRe-write
Add in more SEO
Keywords
Long-tail key phrases
Expensive keywords
Build links to other assets
@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
@AnnmarieHanlon
Add to email signatures
Talk about in your social spaces
Mention in other articles (build back links)
4. PROMOTE YOUR CONTENT
@AnnmarieHanlon
Give them exclusive early access
Provide different imagery
Ask them to share
5. HARNESS FANS AND FOLLOWERS
@AnnmarieHanlon
6. BE CONSISTENT
@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
@AnnmarieHanlon
Create great titles or headlines
Make a content plan
Create a content calendar
Agree the format
Build your asset bank
Be consistent
Follow me on Twitter @AnnmarieHanlon
ABOUT ANNMARIE HANLON
Follow me on Twitter @AnnmarieHanlon
FREE GUIDE
www.evonomie.net/maximise