Social Content FlowBuilding Effective Tributaries from Strong Sources
Why Most Brand Social Media Is #Fail
State of Search 2014 @marktraphagen
State of Search 2014 @marktraphagen
So….what marketing trend should we pursue next?
State of Search 2014 @marktraphagen
Billboards are hot!
State of Search 2014 @marktraphagen
State of Search 2014 @marktraphagen
Billboards!Billboards!Billboards!
State of Search 2014 @marktraphagen
You’ve sold me! But which billboards should we be on?
Facebillboard has the most users…
Twitboard is good for posting links…
LinkedBoard if we’re B2B…
State of Search 2014 @marktraphagen
Great. Now. Who wants to write up WHY we should be on
each of those billboards?
State of Search 2014 @marktraphagen
State of Search 2014 @marktraphagen
Your Social Media Cart Is In Front of
Your Horses!
Strong Source = Strong Tributaries
Brand Identity
Steps toward Social Media Flow
Brand Identity
Buyer Personas
Brand Identity
Buyer Personas
Content Targeting
Brand Identity
Buyer Personas
Content Targeting
Social Promotion
Brand Identity
Start With Your Brand Identity
1. Brand Values
Define Why Your Brand Matters
1. Brand Values2. Brand UVP
Express that in a Unique (Brand)
Value Proposition
1. Brand Values2. Brand UVP3. Brand Story
Write Out the Brand Story
You Want to Communicate
Be Able to State the
WHY of Your Brand
Brand Identity
Buyer Personas
Next: Define Buyer Personas
Many Buyer Types =
Many Content Targets
Learn How to Construct Personas:
stonet.co/PersonaBible
Brand Identity
Buyer Personas
Content Targeting
Build Targeted Content That Links
Your Brand Story to
Specific Buyer Types
Content Is Foundation of
All Your Marketing
Stone Temple Consulting
Content Marketing
Success By Design
1. Identify Target Personas
2. Establish Campaign Themes
3. Collect Message Keywords
4. Break KWs Into Topics
5. Find Outreach Targets (Publishers)
6. Identify Influencers
Brand Identity
Buyer Personas
Content Targeting
Social Promotion
Content Refraction(One way to expand and hyper-target your
content in social media)
Look for the “mini-content” in
each anchor content piece
Make Mini-Content Slices into
Individual Social Content Posts
Unique Title
Unique Content
Link to Full Content
Unique Image
Brand Identity
Buyer Personas
Brand Identity
Buyer Personas
Content Targeting
Brand Identity
Buyer Personas
Content Targeting
Social Promotion
• Mark Traphagen• www.stonetemple.com• Sr. Dir. Online Marketing
Let’s connect!+MarkTraphagen@MarkTraphagen
THANKS!