how to build a trusted brand online using content and social
TRANSCRIPT
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“How We Built One of the Most Trusted Online Brands for Parents using Content and
Social Media”
Jill Holtz, Mykidstime.com
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Mykidstime storyThe importance of a quality content
strategyThe importance of visual contentThe importance of planningThe importance of brand voiceTips for social media success
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Our Story2007: Galway directory website for parents. Added e-zine, blog and competitions.
2008: Added an online booking/payment service (www.clearbookings.com).
2011: Went nationwide in Ireland www.mykidstime.ie.
2011: Started social media.
2012: Implemented social media strategy.
2013: New website and new brand. New content strategy.
2014: New visual strategy.
2015: Passed 500k mark on social media.
2016: Fully mobile
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One of the most trusted online brandsMeasured by Userneeds.com 2012-2015
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Userneeds Webstatus Survey• Measures how user-friendly your
website is• Provides you with a unique
insight into how you compare to other websites in your industry
• Qualitative and quantitative survey
• Navigation, Usability, Trust, etc.• Benchmarks you
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Content Strategy• Blog is the core, it’s the
content house• High Quality• We give our users the content
they want to read • Writing ahead of seasons• Curating
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Content Strategy• Targeted content for our users• Mix of content• Mix of formats • Infographics• Listicles
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Visual Content Strategy• For every piece
of content have a strong visual
• Attractive, enticing
• Tell them what it’s about
• Importance of titles
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Content Plan for Social• Without a plan how can you
achieve your goals• Social Media is too time-sucky
not to have a plan• When, who, what• Allows ad-hoc
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Brand Voice• As critical as a logo or
the values it represents• Your audience should
be able to know you by your voice
• Delivering personality to the end audience and enabling them to make a connection to you
• You may need different voices for different segments
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What are parents reading on Mykidstime?
Top content sections viewed on Mykidstime 2015
1. Things to Do2. Competitions3. Food and Recipes4. Parenting Tips5. Back to School6. Travel7. Entertainment8. Offers
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Best performing content
• Solves a problem• Helps parents
improve (FOMO)• Adds value or
saves time• Amuses• Engages emotions
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Mykidstime Social MediaKey marketing channels:• Way to reach parents• Way to reach customers• Way to share content
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The Role of Social Media• Engaging with
your community / customers
• Meeting your business objectives
• People share content on social
• Market research
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Content to Social
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Engagement
People love amazing photos. Parents love cute animals and cute kids and double bonus if you can find pictures of cute kids with cute animals
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5 Key Factors in Social Media Success1. Clear business objectives2. Consistent Content Strategy for
Social3. Engagement pieces4. Unique brand voice5. Constantly measuring
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In Conclusion
• Be Authentic• Be Honest• Be Different• Be Clear• Be Consistent