content strategies to engage your audience

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Content strategies to engage social media audiences (and rank well in

search engines).

Presented to: Quay Business Forum14/10/2015

Todays Presentation

Objective:To provide businesses insights about choosing the right social media. We will present tools and tactics to help build engaging content strategies to build a digital profile on-line and how that influences people and search engines.

Aim:• To provide you with a basic tool to create engaging

content• Feeling comfortable with social media• Choosing the right tools for the job and measuring

engagement

Social Media StatisticsWhat do you need to know?

Graphic courtesy of ‘We are social’

Choose your weapons!Which channels do you have to be seen on?

Let’s talk content philosophiesDo you recognise any of these symptoms:

• Social media snow blindness?• Are you creating a social shield?• Are you naturally becoming better a filtering your

own email and social media feeds on Facebook and Twitter?

We need to join the revolution

• How can you engage people in a more meaningful way?

• Look towards your existing customers.

• Believe in the power of building your relationships by helping people solve their problems

Content strategies to build an audience

• The world has changed there is move a way from traditional ‘disruptive’ advertising in other people’s space

• Now is the time to engage people and become more human in your delivery.

• We need to build an audience that trusts us and wants to engage with us.

Stand out from the crowd

• Define your position• Humanise your offer• Find your voice• Believe in personalising

your offer

Defining your position:

• Think about why you started your business?

• What are good at?• Other than money why did

you start your business?• In the ideal world what was it

you saw your business doing?

Humanise your offer…

Rather than selling a service or a product – what/where is the emotional response / the improvement to others lives?

• e.g. Accountants: Auto-enrolment forecasts of pension pots – rather than the legal necessity

• e.g. Restaurants: A great night out and guilt-free service when the dessert menu arrives.

Find your voice…• Define your top 3

products/services• List your top 3 customers• List 3 issues each may have

with their business that you could solve

• Look for commonality with these issues

• Where can you add value and develop content to help them?

Checklist: Solve problems & make a connection• List your customers• Survey your customers• Engage with them• Don’t sell to them• Listen to them and start to

understand issues they have

• Add value to their lives

• Earn their trust• Become the

recommended ‘Go-to’ business

• People want to work with people they like, know and trust

• Treat customers well (over deliver but not at your expense)

• Personalise don’t mass communicate

• Measure and track your influence

Why consider Google too?• Personalisation is one of

the core directions of the internet. Google is actively doing this. See:https://youtu.be/4hAgiIXuNbs

• Youtube, Google Plus all have ranking implications.

• Use Google’s base philosophy for SEO results

• Your business is local, customer feedback impacts your rankings

Social Media & Search Engines• They are becoming more

entwined. • Tweets will be listed and

searchable

Tools for the jobNow choose your ‘weapons’ – that fit your audience…

• Where is the core content going to be held and distributed: • Email• Blog• e-Books

• What channels do people in your space use: • Imagery – Pinterest• Live content – Snapchat / Facebook• Community forums• Video and how-to’s – Youtube• Local Search Google and Google Plus

Resources:• Powerful tips for e-mail marketing by e-blueprint• How to create web content by e-blueprint• Customer Survey:

www.e-blueprint.co.uk/infographic• The Content Revolution by Mark Masters• Making the e-business transformation – Peter Gloor• Chase on Rabbit by David Parrish• Google Analytics • Hootsuite • Little Birdy Brand management by HitSearch

Connect:Nick Taylor

e-blueprint digitalDigital Marketing Agency

Phone: +44 (0)151 203 2073 Email: nick.taylor@e-blueprint.co.uk

Address: Elevator, 25 Parliament street 3rd FloorLiverpool, L8 5RN

Next Quay Business Forum•Wednesday 11th November

• Same time, 8.00 to 10.00am, same place

• Speaker – Alison McGovern, MP for Wirral South

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