think like a journalist presenter: michelle west, chamber speak

Think Like A Journalist

Presenter: Michelle West, Chamber Speak

www.chamberspeak.com

Fabulous Prizes! Chamber Content

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Fabulous Prizes!

Comprehensive Online Course plus a DIY Video Starter Kit!

Fabulous Prizes! A Free Networking

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PlusA copy of Sandy’s

book – I’m At A Networking Event,

Now What?

Throwback Thursday!

#TBT

COMPETITION

BEATING THE COMPETITION

• Best Content• Fastest

• Most Trustworthy• Likeable

LACK OF UNDERSTANDING

LITTLE THINGS ADD UP…

DEFINING “CONTENT”

Blog articles Print articles Microblog (e.g. Tweets) Email Newsletters (Print or

Digital) Webinars Infographics Memes

Video Guides Business Book Reviews How-tos Lists Research/original data Podcasts Slide Share

Presentations

TOP CHALLENGES FOR CONTENT MARKETERS

Creating quality content

Producing content on a regular basis

KNOW YOUR AUDIENCE

REALLY TRY TO KNOW THEM….

NEWS JUDGMENT

ESTABLISH A GUIDING PRINCIPAL

How am I going to help a small business

today?

What they want to know/what they need to know

MIX IT UP…

ANGLES & ARMADILLOS

FINDING AN ANGLE

Think Like A Journalist

QUARTERLY THEMES

QUARTERLY THEME: NETWORKING

THE 9 LIVES OF A SINGLE TOPIC

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#1

Blog article

“Five Tips to Help You Get the Most Out of Your Next Networking

Experience”

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#2

Break the blog article into five social media posts.

(link back to the blog article for more info)

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#3 – Create and share an

Infographic – How to Work a Room

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#4

Blog article – Six Never Fail Conversation Starters

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING

#5Create a Meme

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#6

Fun Facebook quiz – Are you a master networker?

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#7

Share member survey results on the subject of networking

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#8

Social Media Post – The history of the business card

THE 9 LIVES OF A SINGLE TOPIC

NETWORKING#9

Shoot & Post a Video - How to Follow Up After a Networking

Event

Build an idea factory.

EDITORIAL CALENDAR

Automated Posts Appear Automated.

I posted 28 photos to Facebook.

Aug 14

Is It Working?

Evergreen Content

Think Like A Journalist

70% percent of consumers say content marketing makes them

feel closer to the company delivering the content, while 60 % say that company content

helps them make better product decisions.

Content Marketing for Chambers

A Practical Approach:

What Are Your Goals?

Content Marketing for Chambers

A Practical Approach: Ownership/Staffing

Content Marketing for Chambers

A Practical Approach: Ownership/Staffing

Who will generate the content?

Content Marketing for Chambers

A Practical Approach: Ownership/Staffing

Who will generate the content?

Content Marketing for Chambers

A Practical Approach: Ownership/Staffing

Who will generate the content?

What form? How often?

Content Marketing for Chambers

A Practical Approach: Ownership/Staffing

Who will generate the content?

What form? How often? How will you decide on

topics?

Content Marketing for Chambers

A Practical Approach: Strategy

Use quarterly themes as a starting point.

Content Marketing for Chambers

A Practical Approach: Strategy

Use quarterly themes as a starting point.

What message(s) do you want to deliver?

Content Marketing for Chambers

A Practical Approach: Make a Plan

Editorial calendar

Content Marketing for Chambers

A Practical Approach: Make a Plan

Editorial calendar What kinds of content will

you create?

Content Marketing for Chambers

A Practical Approach: Make a Plan

Editorial calendar What kinds of content will

you create? How will you deliver it?

Content Marketing for Chambers

A Practical Approach: Make a Plan

Editorial calendar What kinds of content will

you create? How will you deliver it? How often will you deliver

it?

Content Marketing for Chambers

A Practical Approach: Keeping the Pace

Continuous flow of ideas is essential

Content Marketing for Chambers

A Practical Approach: Keeping the Pace

Continuous flow of ideas is essential

Find different angles

Content Marketing for Chambers

A Practical Approach: Keeping the Pace

Continuous flow of ideas is essential

Find different angles Repurpose content

Content Marketing for Chambers

A Practical Approach: Promoting Your Content Email Social media Blog Website In person Print

Content Marketing for Chambers

A Practical Approach: Measuring Success

Goals? How frequently will you

collect data? What key performance

indicators will you use to measure success?

Content Marketing for Chambers

Goal Possible Metric

Brand Awareness Website traffic – page views – video views – document downloads/views – social chatter - shares

Engagement Blog comments – likes, shares, tweets, +1s, pins - forwards

Lead generation Form completion – email subscriptions

Content Marketing for Chambers

A Practical Approach: Measuring Success

Track links through www.bitly.com

Constant Contact insights

Content Marketing for Chambers

A Practical Approach: My Process

Publish blog article Promote via email

with link back to the article

Post link on Twitter & Linked In

Content Marketing for Chambers – The Nine Lives of

a Single Topic

Networking

The Nine Lives of a Single Topic

Quarterly Theme: Networking #1 – Blog article

“Five Tips to Help You Get the Most Out of Your

Next Networking Experience”

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#2 – Break the blog article into five social

media posts.(link back to the blog article for more info)

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#3 – Create an Infographic – How to

Work a Room

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#4 – Member Testimonialon the value of

networking through the chamber

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#5 – Blog article – Five Never Fail Conversation

Starters

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#6 – Break the blog into five social media posts (with links back to the

original article)

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#7 – Create a Meme

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#8 – Fun Facebook quiz – Are you a master

networker?

The Nine Lives of a Single Topic

Quarterly Theme: Networking

#9 – Share member survey results on the subject of networking

Content Marketing for Chambers – The Nine Lives of

a Single Topic

Presenter: Michelle West, Chamber Speak

michelle@chamberspeak.com