Creating Engaging

Social Media Content

and Digital

Marketing Strategy

Content First

Approach

Digital marketing lives or dies by the content put on it.

Just posting doesn’t work you need to post content that is good, quality and adds value.

Choose the right platform for your customer.

Target content to specific audience groups.

Social Media Usage During Lockdown

Indie businesses

Pre COVID-19

43% of organisations

active on social media

on a daily basis.

During COVID-19

this has dropped to just

5%.

National businesses

Pre COVID-19

68% of businesses active

on social media on a daily

basis.

During COVID-19

this has dropped to 26%.

https://www.maybetech.com/blog/industry-news/high-streets-beware-the-digital-gap/

Consumers

Pre COVID 19

Consumers spent 2hr 20

mins on social media.

During COVID 19

use of social media

increased by 40%.

What makes good

content?

Something that is useful

Something that demonstrates your product’s value.

Something that makes you customer’s life easier.

Something they can share with others.

Social media is not about sales, it’s about building trust to the point people want to buy.

The 5 Pillars of

Great Content

• Inform

• Educate

• Entertain

• Relevance

• Value

The purpose of content is to build Authority,

Credibility and Trust.

Segment

your

audience

From a marketing perspective your product or service never appeals to everyone.

If you create content for everyone you create content for no one.

Different people want your products for different reasons.

Understand these differences and post accordingly.

Customer

Profiling

Demographic – Age, gender, income, marital status etc.

Geographic – Location, ability to travel, Online.

Psychographic – Activities, politics, opinions, values.

Behavioural – Events, frequency, holidays, anniversaries.

Hierarchy of

content for

Social media

• Posts – Unlikely to get very good engagement

• Photos – Better than posts, but have a limited appeal

• Links – Will get some interaction

• GIFs – Any moving image get better engagement (55% more on Twitter)

• Stories – Get brilliant engagement on Instagram.

• Native Video – Huge engagement (gets 135% more organic reach on FB than an image).

• Live streaming – A priority for all social media outlets, gets huge engagement (Facebook Live’s search popularity increased by 330% in just one year).

Creating

Content

Pick a topic or a product.

List all the things that topic or product does.

Select one.

Brainstorm relevant content.

Get creating.

Examples on the following slides

Event Catering

Weddings

Funerals

Corporate Events

Cultural and

Religious Events

Festivals

Private Functions

Creating a Content Storm

Corporate Event

Behind the scenes video

Case Study

FAQ

Testimonials

Link to a blog

Catering for diversity

Creating a Content Hub

Video

Content

Why Video?

Social Networks are focussed on Video content.

Video stands out in crowded social media feeds.

More people engage with video.

Can help SEO on your website.

By 2022 82% of all internet content will be video!

Statistics from Hubspot, Hootsuite Academy

What to

Post?

Video while you work

Product demonstrations

Top Tips

Customer Testimonials

Vlogs

Case Studies

ANYTHING!!!

• LinkedIn users spends 3x more time

watching video than static content

• LinkedIn videos are shared 20x more than

any other type of content

• Tweets with video get 10 times more

engagement. They are also 6 times more

likely to be retweeted.

• 90% say video is helpful in the decision

making process.

The Importance of video

Video and

Websites

40 mins of YouTube is watched per person every day

Video on a landing page can increase conversions by 80% or more.

The average user spends 88% more time on a website with video.

Statistics from Hubspot, Hootsuite Academy

Blogging

Blogging

Blogs can result in a 434% increase inindexed pages and a 97% increase in indexed links.

Businesses that blog get 55% more website visitors than businesses that don’t.

70% of people would rather learn about a company through articles rather than advertisements.

Blog content with images receives 94% more views.

Companies with blogs produce an average of 67% more leads monthly than companies that don't blog.

Statistics from Hubspot

The Blog

Once you have your topic you then

have to write good content to

support it.

• Plan the article.

• Brian dump ideas.

• Sort into short paragraphs.

• Create sub headings for each

paragraph.

• Get writing.

Make your Blog the Heart of your Content

Blogs are brilliant for creating

highly focussed content.

Carve the blog up and use as a theme for all

other content.

It is a script for a video.

Quotes for social media.

Proof of your capability and

skill.Very SEO friendly.

During and

Post Covid-

19

Make honesty and authenticity the focus of your content.

Understand what your customer is getting from your content.

Content begins with them and ends with you.

It’s SOCIAL media not SALES media.

Social Proof

It’s what people say about you, not what you say about yourself.

Collaborations.

Testimonials, Reviews, Recommendations, case studies.

Likes, Shares, Comments.

Mile Stones.

Qualifications and Certifications.

Content from staff members

Managing

your

Marketing

Useful tools

Scheduling posts

• Hootsuite

• Buffer

• Sprout Social

• Sendible

Content and keywords

• Feedly

• Answer the Public

• LSI Graph

• Google Trends

Demographics and insights

• Google Analytics

• Google Search Console

• Facebook Insights

• Buzz Sumo

Content Creation

• YouTube

• Canva

• Unsplash

• HubSpot

Content Marketing Calendar - Template Week 26

Date Content Social Channel Management Analytics ROI Notes

Day Month Theme Topic Keywords Type

Target

Audience Facebook Instagram Responsible

Unique

Page

Views (GA) Likes Share/RT

Leads/Sale

s Comments

ActionDesireInterestAttention

A.I.D.A

Marketing activities have to engage with your customers, this

process will help focus your activities.

Wrapping Up

Impact

Focus on what your customers want to hear.

Get to the point, stick to the point, wrap up.

Don’t sacrifice clarity for cleverness.

Don’t forget to send them somewhere, a call to action.

Food for

Thought

Before writing or publishing your content

ask…

“And then what..?”

Your content, where possible, should paint

one beautiful picture of your business rather

than stand alone.

Connect themes.

Differentiate your audience.

Be relevant.

Top Tips

Differentiate your audience.

1

Use the platforms they are using.

2

Add links to drive people to your website.

3

Plan time for content.

4

Use analytics.

5

Create content on purpose.

6

Useful Links

Hootsuite: https://hootsuite.com/en-gb/plans/free-offerings

Canva: https://www.canva.com/

UnSplash: https://unsplash.com/

Rite Tag: https://ritetag.com/

Other Resources

Feedly: https://feedly.com/

Google Trends: https://trends.google.co.uk/trends/

LSI Graph: https://lsigraph.com/

Answer the Public: https://answerthepublic.com/

Any Questions?

Other Courses: https://www.tuco.ac.uk/academy/professional-

development/courses/upcoming

Telephone: 0161 7133420

Email: info@tuco.ac.uk

Website: www.mn-trainingandmedia.co.uk

LinkedIn: www.linkedin.com/in/michael-j-niles

Email: michael@mn-trainingandmedia.co.uk