communication strategy development for your business
TRANSCRIPT
Jollean [email protected]
What is Content? ALL material used to promote your company,
products, and services including website content, PowerPoint presentations, photos, webinars, trade show graphics, and technical support literature such as white papers, e-newsletters, social media posts.
Good Content
Interesting
Consistent
Updated frequently
Genuine
Know your Target Market Who are you speaking to and why?
What do they need?
What can you give them and how?
Communications MathCustomer Profile
+ Customer *Pain* Points
+ Pain Relief
+ Positioning
= Key Content Theme
Brand ID: The WHY of it What is your brand? Identifies and hones your core
message
Sets you apart from the competition
Uses images and words to create a value proposition
Tells your story
Brand
Target Market
Content
Integrated communications plan: Brand speaks to Target Market which drives content voice and substance.
Role of Storytelling Keywords: Words that engage, relate and build interest
and trust.
Genuine content trumps SEO
Cohesive and appropriate on various platforms. Clear image of exactly who you are writing for will keep you on target and on message.
Content mistakes: Off message; Overselling (25% rule)
What makes a good website? Information easily accessed:
Easy to read; Word choice, spacing; Info grouped in bunches. http://read-able.com/
Identifies with reader/ Target Market – Keywords used
Uses relevant images only
Sparkly headlines
Create and Curate Stock content gathered from online materials
Flow content created by yourself for your business
Must have value-added qualities
All content must echo your brand voice, values
Managing & Scaling Content Comes from *listening* to your TM
Watch for content that’s performing well and maximize it
Timeline for publishing: Deadlines to fit your schedule; achieve successful reach; better SEO; entice return visits
Build Reach/Awareness
Engage/Consider
Convert
Advocacy
Build: Social Media Posts, Blogs, Short Articles, Photos
Engage: Website, blogs, shared content, events articles, original
content, surveys/ interactive, network
Convert: e-newsletters,
webinars, whitepapers, calls to
action
Advocacy: testimonials,
case studies, SM Engagement
Build: followers, visits, inbound links
Engage: time on site, shares,
comments, likes, leads
Convert: Orders, Revenue
Advocacy: referrals, repeats
Polling ToolsThe POLL feature works well within Facebook, and it's great for sharing results. It's free to use
HootSuite for scheduling SM posts and blogs
Aboutme.com free profile page to integrate into LinkedIn, Twitter feed
http://read-able.com/
Writers’ Little Helpers
Writing Assignment Identify 3 digital channels to use where your TM lives
Write drafts of 3 posts for each platform & examples of repurposed content on various platforms
Write drafts of your home & about pages for your website