developing your social content strategy€¦ · •@ blackrock leading global social media •10 +...
TRANSCRIPT
Developing Your Social Content Strategy
Jenn Eldin, Global Head of Social @BlackRock
About me
• @ BlackRock leading Global Social Media
• 10 + years experience in Marketing. Developed marketing programs for CPG companies, led content/social at American Express @OPENForum, launched a prepaid card brand
• Paleo chef, night photographer and mother to a semi-famous dog
Twitter: @JennEldin
Instagram: @Paleo_esque and @BageltheNYCDog
The path to a great content strategy
1) Conduct an analysis customized to your brand
2) Package it in a simple enough way that you can point bosses, content
creators and yourself towards greatness
3) Roadshow it
GROUP THERAPY FOR CONTENT MARKETERS
QUALITATIVE SELF ASSESSMENT
WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY
DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)
WRAP-UP (HOW TO ROADSHOW THIS THING)
Agenda
#1
#2
#3
#4
#5
GROUP THERAPY FOR CONTENT MARKETERS
QUALITATIVE SELF ASSESSMENT
WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY
DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)
WRAP-UP (HOW TO ROADSHOW THIS THING)
Agenda
#1
#2
#3
#4
#5
Part 1: Content Marketing Discussion (Breakout-15mins)
Key content marketing challenges?
• Complicated Internal Dynamics
Too many cooks in the kitchen, funding/business priorities, levels of interest
• Lack of knowledge
Or enough to be dangerous
• Resourcing
Freelancers, agencies, contractors, employees
What makes great content?
• Breaks through
• Customer driven
• Authentically showcases your brand
• Feels honest, conversational
Characteristics of bad content?
Salesy
Not mobile optimized
Too many words
Bad images or no images
Offensive
GROUP THERAPY FOR CONTENT MARKETERS
QUALITATIVE SELF ASSESSMENT
WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY
DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)
WRAP-UP (HOW TO ROADSHOW THIS THING)
Agenda
#1
#2
#3
#4
#5
Part 2: Qualitative Self Assessment (Breakout-15mins)
GROUP THERAPY FOR CONTENT MARKETERS
QUALITATIVE SELF ASSESSMENT
WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY
DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)
WRAP-UP (HOW TO ROADSHOW THIS THING)
Agenda
#1
#2
#3
#4
#5
Landscape Assessment
Brand Fit
Performance Data
Customer Research
4 inputs for developing a cohesive content strategy
Content Strategy Inputs
Landscape Assessment
Brand Fit
Performance Data
Customer Research
1) Who is your target
customer?
2) What do they want from your
brand?
3) What are their usage
behaviors on social?
4) How can I validate these
answers?
Breakout (10mins)- pick 1 brand
per table and write out potential
answers as a group
Key Questions
Customer Research: Clearly define your target
Customer Research
Content Strategy Inputs
Key Questions
1) What are your competitors doing
in social? What are they missing?
2) What are aspirational brands
doing in social?
3) How would I approach gathering
this data?
Breakout (10mins)- pick 1 brand per
table and write out potential answers
as a group
Landscape Assessment: Get perspective on what others are doing to
inform your approach
Landscape Assessment
Brand Fit
Performance Data
Customer Research
Landscape Assessment
Content Strategy Inputs
Key Questions
1) What key messages do you
want to communicate about
your brand?
2) What is your brand truly known
for?
3) Do these match?
Breakout (10mins)- pick 1 brand per
table and write out potential
answers as a group
Brand Fit: Strike the right balance between driving business priorities
and being authentic within social
Landscape Assessment
Brand Fit
Performance Data
Customer Research
Brand Fit
Content Strategy Inputs
Performance Data: Leverage data to infer what customers really want
from your brand and to drive future performance
1) What are the characteristics of
high performing and low
performing content?
2) What combinations of
channel/platform, audience
targeting and content have
worked best?
Key Questions
Landscape Assessment
Brand Fit
Performance Data
Customer Research
Performance Data
Content Strategy Inputs
GROUP THERAPY FOR CONTENT MARKETERS
QUALITATIVE SELF ASSESSMENT
WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY
DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)
WRAP-UP (HOW TO ROADSHOW THIS THING)
Agenda
#1
#2
#3
#4
#5
Assessing your own data: 3 types of analyses
Campaign Analysis Long-Form Content Analysis (Articles)
Analysis of Overall Social Media Channel Data
Description Analysis of winning and losing
characteristics of content within
specific social media campaign,
generally <100 posts.
Analysis of sample set of
articles and longer form content
intended to inform future
headlines and content
approach.
Analysis of 500+ social media
posts over a longer timeframe.
Pros/Cons Greatest depth of insight with
smaller sample and cohesive
message, but less breadth.
Best if articles are a major input
to your social approach
Greater breadth of content types
and themes. More challenging
to go deep.
Key Steps • Top line performance
• In-depth review of all
campaign posts
• Extract key top and bottom
performing characteristics
and summarize
• Topic Analysis
• Headline Analysis
• Author Analysis
• Review top and bottom
posts across timeframe
• Extract key top and bottom
performing characteristics
and summarize
#1 #2 #3
2014 ABC Campaign Results
Engagement Rates
FACEBOOK: 1.9%
TWITTER: 3.2%
LINKEDIN: 0.4%
Conversions
8,000 registrations
Other Highlights
30 Retweets by influencers with 50K+ followers
Reached 30% of Millennials within 3 months of launch
The ABC Social campaign outperformed both industry and enterprise engagement benchmarks,
except on LinkedIn where customer penetration is lowest
Overall Campaign PerformanceCampaign Analysis: Step 1- Create a top-line campaign performance
recap
30% over Benchmark
100% over Benchmark
28% below benchmark
+22% vs. LY with 20% less spend
+50% vs. LY
Breakout (5mins)- Briefly
discuss as a group how
you have framed top-line
recaps in the past• What KPIs?
• Any qualitative insights?
• What format resonates
most/least within your
company?
Campaign Analysis: Step 2- Create your post-by-post manual
Facebook Twitter LinkedIn
Tactic Promoted Post
Promoted Tweet
Sponsored Update
Date 4/21 – 4/27
Target Millennials & Sport Enthusiasts
Spend $3,000 $3,000 $500
Copy Insert post copy here and indicate CTA
Insert post copy here and indicate CTA
Insert post copy here and indicate CTA
Vs. BenchmarkTW: +30%FB: +10%
LI: -25%
Post Image
Facebook Twitter LinkedIn
Tactic Promoted Post
Promoted Tweet
Sponsored Update
Date 4/21 – 4/27
Target Millennials & Sport Enthusiasts
Spend $6,000 $200 $20
Copy Insert post copy here and indicate CTA
Insert post copy here and indicate CTA
Insert post copy here and indicate CTA
Vs. BenchmarkTW: -98%FB: +98%LI: +25%
Post Image
Create a document outlining performance
of every post- Yes, this takes work
Why you should do this:
• Changing guards and lack of frequent
performance oversight may mean you don’t
have a clear picture of what is working
• Going through process of documenting
each post will make key learnings intuitive
and help with future transitions
• Note: If too much work, you can manually
“eyeball it”
What to do with it:
• As you create this document, note and list
recurring characteristics of high/low posts
Detailed Performance by Individual Post
Product Benefits
Average
Engagement
Rate
% above ABC
Average
F: 2.23% 34%
T: 3.15% 25%
References Product Benefit X
Prioritize Benefit X in social. Showcase it
in ABC format.
ABC Post copy and CTA ABC Post copy and
CTA ABC Post copy and CTA
ABC Post copy and CTA ABC Post copy and
CTA ABC Post copy and CTA
Average
Engagement
Rate
% above ABC
Average
F: 1.84% 11%
T: 2.35% (7)%
Action
References Product Benefit Y
Illustrative Post Image
Illustrative Post Image
Graphic Posts
Average
Engagement
Rate
% above ABC
Average
F: 2.23% 34%
T: 3.15% 25%
Illustrations
Leverage graphics for ABC use case, with
an emphasis on Cartoons for DEF.
ABC Post copy and CTA ABC Post copy and
CTA ABC Post copy and CTA
ABC Post copy and CTA ABC Post copy and
CTA ABC Post copy and CTA
Average
Engagement
Rate
% above ABC
Average
F: 1.84% 11%
T: 2.35% (7)%
Action
Cartoons
Illustrative Post Image
Illustrative Post Image
Campaign Analysis: Step 3- Build on manual to create document that
summarizes top and bottom performance characteristics
Leverage manual to create content
playbook
Steps:
1) Create your list of characteristics for top
performing posts
2) Create your list of characteristics for
bottom performing posts
3) Select your KPI and determine the
average for posts with each top and
bottom characteristic
4) Create a document that lists the average
performance of posts with top and bottom
performing characteristics
Ex: When you created your post-by-post document, you noticed
that within product benefit posts, Benefits X & Y performed best,
particularly when Benefit X was showcased as a GIF.
Summarized Top Performance Characteristics
Assessing your own data (3 types of analyses)
Campaign Analysis Longer Form Content Analysis
(Blogs, articles, thought leadership)
Analysis of Overall Social Media Channel Data
Description Analysis of winning and losing
characteristics of specific social
media campaign, generally
<100 posts.
Analysis of sample set of
articles and longer form content
intended to inform future
headlines and content
approach.
Analysis of 500+ social media
posts over a longer timeframe.
Pros/Cons Greatest depth of insight with
smaller sample and cohesive
message, but less breadth.
Key if longer form content is one
of the top items you use to
create social content
Greater breadth of content types
and themes. More challenging
to go deep.
Key Steps • Top line performance
• In-depth review of all
campaign posts
• Extract key top and bottom
performing characteristics
and summarize
• Headline Analysis
• Topic Analysis
• Author Analysis
• Search as Input
• Review top and bottom
posts across timeframe
• Extract key top and bottom
performing characteristics
and summarize
#1 #2 #3
Article Analysis: Setting a topic allocation
Cats20%
Dogs10%
Frogs15%
Birds55%
ARTICLE ALLOCATION
Cats20%
Dogs10%
Frogs40%
Birds30%
PERCENT OF PAGE VIEWS BY TOPIC
Key Takeaways
• Content is over allocated towards
Birds
• Cats and Dogs are receiving the
appropriate level of overall
coverage
• There is opportunity to increase
coverage of Frogs by more than
2x, as the topic is generating nearly
half of site traffic on just 15% of the
overall allocation of acticles
• Next step: Redefine topic allocation
percentage and restack resourcing
accordingly
Assess resource allocation
vs. performance
Steps:
1) Distill overall volume of
content into 5 key themes
2) Estimate % of articles that
tie to each theme
3) Estimate average article
performance by theme.
Use organic PVs so paid
investment does not
distort
4) Compare allocation of
articles vs. overall percent
of organic traffic
Assessing your own data (3 types of analyses)
Campaign Analysis Longer Form Content Analysis
(Blogs, articles, thought leadership)
Analysis of Overall Social Media Channel Data
Description Analysis of winning and losing
characteristics of specific social
media campaign, generally
<100 posts.
Analysis of sample set of
articles and longer form content
intended to inform future
headlines and content
approach.
Analysis of 500+ social media
posts over a longer timeframe.
Pros/Cons Greatest depth of insight with
smaller sample and cohesive
message, but less breadth.
Key if longer form content is one
of the top items you use to
create social content
Greater breadth of content types
and themes. More challenging
to go deep.
Key Steps • Top line performance
• In-depth review of all
campaign posts
• Extract key top and bottom
performing characteristics
and summarize
• Headline Analyses
• Topic Analyses
• Author Analyses
• Review top and bottom
posts across timeframe
• Extract key top and bottom
performing characteristics
and summarize
#1 #2 #3
GROUP THERAPY FOR CONTENT MARKETERS
QUALITATIVE SELF ASSESSMENT
WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY
DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)
WRAP-UP (HOW TO ROADSHOW THIS THING)
Agenda
#1
#2
#3
#4
#5
Piecing it all together- The Storyline
Here are the 4 key inputs to this content strategy (it’s
robust!)
Customer Research Shows
us X
Here’s what competitors/aspirational brands
are doing
Here’s a robust data analysis to back all this up
and reveal further insights
Here’s the new content
strategy, based on all those
inputs
We are going to keep learning-
here is the testing roadmap
Here’s the plan of attack!
Part I:
This
strategy
is made
of iron
Part II:
Here’s
how I
plan to
deliver
Here are the business needs
and how this fits our brand
Conclusion: Process for creating a roadshow document and
leveraging this analysis
Summarize Analysis/Research
Develop content testing roadmap
Roadshow internally
Roadshow with content creation
partners
• Draft summary of
assessment,
including key inputs
of customer
research, landscape
assessment, internal
priorities and
performance data
• Create abbreviated
data analysis slides
as needed. Appendix
deeper data dives
• Draft
recommendation for
future content
creation
• Create list of
unanswered
questions
• Structure a calendar
A/B tests (1 variable
at a time!) for the
next 3-6months
• Set meetings with
key stakeholders-
leadership, content
creation partners
• As content requests
arise, continue to
share document
• Note: Update data
analysis on regular
basis (quarterly+)
• Share analyses and
internal response to
roadshow with
agency partners,
freelancers, and any
other content
creators to help
enhance future
creation
Thank you!
Jenn Eldin@JennEldin