How to make your content marketing CONVERT!
ThePerfect
Post
@KenHerron | #ThePerfectPostBrightTALK “Content and Customer Loyalty Summit”
Aug 14, 2014 | 15GMT / 10ET / 7PT | http://j.mp/Ken14Aug
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WHAT
WHO
WHERE
WHAT
do I want to achieve?
is my audience?
do they spend their time online?
DIFFERENTIATES my product?
Avoid abbreviations, acronyms, text-speak, AND bad grammarClick-to-Tweet: http://j.mp/CTT001EXPERT TIP!
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Why? How?Be visibleBe knownBe likedBe trustedBe the expertBe first choice
Be PresentBe HelpfulProvide valueShare insightsbe approachableBe firsT Choice
Gum vs. ForkliftsClick-to-Tweet: http://j.mp/CTT002EXPERT TIP!
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BotsNOBarking
ALWAYS: Automate content analyticsNEVER*: Automate content creationWHEN NEEDED: Automate content publishing*unless you're a bakery!Click-to-Tweet: http://j.mp/CTT003
EXPERT TIP!
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People need to know it’s
Review social media profiles MONTHLYClick-to-Tweet: http://j.mp/CTT004EXPERT TIP!
You!
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Be You!Write for humans FIRSTClick-to-Tweet: http://j.mp/CTT005EXPERT TIP!
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have greater impact
are more quickly understood
are remembered longer
Images
Amateur “Instagram” photos beat professional stock photosClick-to-Tweet: http://j.mp/CTT006EXPERT TIP!
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IdealLengTH
28-39 characters (Subject)1,600 words<40 characters#Hashtags Away!100 characterssix seconds1,600 words18 minutesMIN three photos per board60 characters (headline) 90 seconds
EmailBlog
Post when YOUR audience is onlineClick-to-Tweet: http://j.mp/CTT007EXPERT TIP!
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Ideal cadenceweeklyweeklytwice daily, weekdaysdaily5-20x a daydailydaily, weekdaysweeklyavoid pinbursts!twice daily, weekdaysweekly
EmailBlog
April 15, 2013Click-to-Tweet: http://j.mp/CTT008EXPERT TIP!
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HashtagsNope!Nope!all keywordsall keywords1-2 top keywords1-2 top keywordsNope!Nope!all keywordsall keywordsnope!
EmailBlog
Vet ALL hashtags on Twitter and Urban DictionaryClick-to-Tweet: http://j.mp/CTT009EXPERT TIP!
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your questions"unsure yet? perhaps blending private and social... where is the real private (virtual and in-person?)"
Treat ALL posts on social networks as being 100% public. There is no “private” social media. Remember, even if you are paying for the product, in 2014, you are also the product.
"What do you measure success against? Likes / followers / views - or related spikes in traffic to your site?"
The end point [for for-profit businesses] is ALWAYS revenue. That said, measuring all parts of your conversion funnel will tell you where you are losing people.
"How would you combine Social Media and CRM campaigns?"
Use a CRM/marketing automation solution that incorporates all of your social media channels. An integrated social media/CRM campaign will almost always perform better (have higher ROI).
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your questions"how to do the basics of social media marketing without becoming an aficionado"Each social network does a good job of teaching their respective mechanics. You don’t have to be an aficionado, or even do it yourself, but you DO need to understand it well enough so that you can effectively manage it and not get taken advantage of by the internal/external people who decide what to do and have their hands-on-the-keys for your brand.
"What's the optimum number of postings per day? Do I really need to use all channels"See my “cadence” slide for the optimum number of postings per day for each of the nine mainstream social networks. You need to have a presence on each of the mainstream social networks, and an ACTIVE presence on the networks used the most by your target audience.
"What are some tips to bring content acceptance within the company itself to use employees as brand ambassadors?"They’re already brand ambassadors. You’re just not “training” them yet! Show the company’s decision-makers the combined size of the audience employees already have on their different social networks. Sharing cringe-worthy examples of how employees are already talking about your brand(s) will also have a strong impact.
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your questions"What’s your view of the recent trend of people favoriting rather than retweeting on Twitter?"
Some people perceive a Favorite on Twitter to be of lower ‘value’ than a Retweet. They’re both positive affirmations that people have read and liked your content, so don’t be upset when people are favoriting your posts. Be upset when they’re NOT favoriting your posts!
"Do you think Pinterest's new messaging service will be popular?"
Yes! Pinterest’s users are quite passionate, and I would expect a built-in messaging service to catch on quickly.
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thebestest*free*contentmarketingtoolsandresources
Create:Canva ClickToTweetFlipagramPicStitchTagg.lyThingLink
Find:Iconosquare Twitter Twitter ListsLinkedIn PublisherNOT Klout“CONTENTARATI”
Take full advantage of free content discovery and creation toolsClick-to-Tweet: http://j.mp/CTT010EXPERT TIP!
one
more
thing
DataCuisine
#ThePerfectPost
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http://www.slideshare.net/KenHerron/the-perfect-post
http://www.brighttalk.com/webcast/43/119157 orhttp://j.mp/Ken14Aug
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