content marketing strategies - pure michigan · k.i.s.s. 30-day content planning process...

Content Marketing Strategies

Prepared by: Brian V. Matson TwoSix Digital

Senior Director of Strategy & Education Twitter: @BVMatson #PureMichiganEDU

ETC

Content Planning Basics

3 SIMPLE CHECKLISTS

#PureMichiganEDU

• Daily • Weekly

• Monthly

1. Post on Facebook 2. Like an Instagram 3. Share an old blog

Daily

Include an action on all of your current channels Cross promote content from channel to channel

Put engagement in the mix of actions

Weekly

Enable discovery across multiple channels Place curation into the weekly mix

Set yourself up for success next week

Monthly

Cross promote accounts from channel to channel Set yourself up for success

Refine your planning practices

Daily Themes

Focused Decision-Making Well-Rounded Storytelling Built-In Engagement

#PureMichiganEDU

Monday

Missed out Monday

Tuesday

Blog Promotion

Wednesday

Where is it Wednesday

Thursday

Throwback Thursday

Friday

Foto Friday

Weekends

Interaction & Curated Content

Monday

Merchandise Monday

Tuesday

Deal Day

Wednesday

How it’s Made

Thursday

Throwback Thursday

Friday

Curated Food Shot

Weekends

Interaction & Curated Content

CVB

Restaurant

Monday

Fan Photos

Tuesday

Blog Promotion

Wednesday

What is it? Wednesday

Thursday

Throwback Thursday

Friday

Find it Friday

Weekends

Interaction & Curated Content

Monday

Tips

Tuesday

Deal Day

Wednesday

Our Team’s Favorites

Thursday

Throwback Thursday

Friday

Testimonial

Weekends

Interaction & Curated Content

Attractions

Services

The 5

Rule

“For every piece of content you create look for FIVE ways that you can either extend the story, share the story or integrate the story into other channels.” -The Five Rule

1.  Post to Facebook

2.  Add to Instagram

3.  Embed into a relevant blog

4.  Tweet the blog

5.  Add it to Pinterest

1.  Post on Facebook

2.  Include in the next e-newsletter

3.  Add links to related blog posts

4.  Link images to albums

on social networks

5.  Add it to a listing on the website

THE

3 RULE

K.I.S.S. 30-Day Content Planning Process

#PureMichiganEDU

National Days Events

Blogs & Articles Social Media Posts

A formula for the development of a prioritized, 30-day content plan.

Plan Develop Deploy

The K.I.S.S. Content Calendar

Step One: Identify a handful of national days to add to your calendar.

Cinco De

Mayo

National Bike to

Work Day

National Hamburger

Day

National Apple Pie

Day

www.nationaldaycalendar.com

National Hamburger

Day

National Apple Pie

Day

PRE PROMO EVENT

PRE PROMO EVENT

MAJOR EVENT

MAJOR EVENT

Step Two: Plot the month’s major events with a three day pre-promotion period and a post for the day of the event.

PRE PROMOTION

PRE PROMOTION

The K.I.S.S. Content Calendar

Step Three: Plot the month’s blog posts or articles into the calendar.

BLOG

BLOG

BLOG

The K.I.S.S. Content Calendar

Monday

Fan Photos

Tuesday

Tips & Testimonials

Wednesday

What is it? Wednesday

Thursday

Throwback Thursday

Friday

Find it Friday

Weekends

Interaction & Curated Content

Interactive

Promotional/Traffic Builder

Curated

Interactive

Promotional/ Traffic Driver

33%

33% 33%

What is most important?

COMMUNITY

Create a Culture of Sharing

#Picsilanti

Ask

THEY WILL LET YOU KNOW…

THEN YOU NEED TO TELL THEIR STORY

Create a Clickable Story

Case Study

#ExploreBranson

Explore Branson: Content Curation

User-Generated Content

Explore Branson: Instagram Video

The 5

Rule

Explore Branson: Content/Blog

Explore Branson: Content Curation

Canvas Prints

#WarmFuzzies