creating content for meetings
TRANSCRIPT
Today’s Agenda• Who am I?• Owned versus shared content• Why you’re creating content?• Who you’re creating content for?• What content should you create?• Quick dos & don’ts of shared
content
Betsy is…
Owned Content
• Content that is housed on sites that you own.
• What you put on your blog, website, etc.
Shared Media
• Content that you put on a website you don’t own.
• Anything that you put on Facebook, Twitter, Instagram, etc.
Owned Versus Shared• Get your owned content
together before you work on your shared. – It’s where business
happens.– Search engines are just as
important as social.
How to Use Shared Content
• Hub & Spoke Model
• The *New* Publish Everywhere Model
Why are you creating content?
• Why are you marketing via social media?• What looks like
success to you?• Measure your
progress against these questions.
Who are you creating content for?
• If you don’t know who your audience is, you won’t know what kind of content will hit home with them or what kinds of advertising you should invest in.
• You will be wasting a lot of time & money.
Your Audience• What age are they?• Predominantly male
or female?• What other interests
do they have?• What motivates
them?• What are their goals?• What are their
challenges?
Example Audience• Buyer persona of a mom• Age is 25-45• Interests are around
children’s TV shows & characters
• Motivation is finding balance & being a better mom
• Goal is to lose weight & take time for themselves
• Challenges are time & childcare
Identify Your Superfans• They already
love you. • They will share
share share.• You can
partner with them.
Example Superfan
• M• She’s in her late 20s• Her favorite networks
are Twitter & Instagram
• Motivated by photography & posts about where she works
What content should you create?
• Small content–Should be as specific as possible–Creates more content & is more relatable
What content should you create?
Your audience challenges:• Time
• Childcare
What content should you create?
Your audience goals:• Lose weight
• Taking time for themselves
What content should you create?
Your audience motivations:• Finding balance
• Being a better mom
What content should you create?
Superfan’s motivations (on favorite network):• Photography
• Place of employment
User Generated Content
• How to find it:– Hashtags (your own &
others)– Twitter Lists– Facebook pages– Feedly
• Be sure to ask for permission
• Attribute Attribute Attribute
User Generated Content
• Superfans
• Sponsors
• Speakers
User Generated Content
Sponsors & Speakers• They can create content for you.• Or you can repost their content.
Behind-the-Scenes
• What goes into your meeting?• What fun things happen in your office?• What decisions can your fans help with?
Look at Your Google Analytics
• What content has succeeded before? Can you repurpose it?
• What are people searching for on your site?
Facebook• Do ask questions• Don’t use the share
button• Do use an image
instead of a link• Don’t lose
opportunities to chat with your fans
Twitter• Do follow
hashtags (not just your own)• Do say thank you• Do use images• Do post a link a
few times
Instagram• Do follow
hashtags (not just your own)• Do find
opportunities to meet in person• Do repost but post
your own as well
Tools to Know• Evernote• Dropbox• Canva• WordSwag• Feedly
