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Content Marketing Strategies
Prepared by: Brian V. Matson TwoSix Digital
Senior Director of Strategy & Education Twitter: @BVMatson #PureMichiganEDU
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ETC
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Content Planning Basics
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3 SIMPLE CHECKLISTS
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#PureMichiganEDU
• Daily • Weekly
• Monthly
1. Post on Facebook 2. Like an Instagram 3. Share an old blog
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Daily
Include an action on all of your current channels Cross promote content from channel to channel
Put engagement in the mix of actions
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Weekly
Enable discovery across multiple channels Place curation into the weekly mix
Set yourself up for success next week
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Monthly
Cross promote accounts from channel to channel Set yourself up for success
Refine your planning practices
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Daily Themes
Focused Decision-Making Well-Rounded Storytelling Built-In Engagement
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#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
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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
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The 5
Rule
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“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
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1. Post to Facebook
2. Add to Instagram
3. Embed into a relevant blog
4. Tweet the blog
5. Add it to Pinterest
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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
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THE
3 RULE
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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
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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
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www.nationaldaycalendar.com
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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
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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%
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What is most important?
COMMUNITY
Create a Culture of Sharing
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#Picsilanti
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Ask
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THEY WILL LET YOU KNOW…
THEN YOU NEED TO TELL THEIR STORY
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Create a Clickable Story
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Case Study
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#ExploreBranson
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Explore Branson: Content Curation
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User-Generated Content
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Explore Branson: Instagram Video
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The 5
Rule
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Explore Branson: Content/Blog
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Explore Branson: Content Curation
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Canvas Prints
#WarmFuzzies
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