best practices for integrated content and social
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Instructed by Jennifer Kane.TRANSCRIPT
Best Practices for Integrated Content Marketing and Social Media Marketing
Jennifer KanePresident
Kane Consulting
Content Marketing vs.
Social Media Marketing
The Mothersh
ip
Content Marketing
Mothership
Digital property you own, like…
WebsiteMicrositeContent
CommunityBlog
Use for client/customer
interaction, demand
generation, lead conversion.
Mothership
YouTube
Social Media Marketing Satellites
Digital property you rent/hang out at,
like…
TwitterFacebook
Google PlusPinterestLinkedInYouTube
Use for brand awareness, customer service, relationship
development.
Mothership
YouTube
Audience reaches you directly or touches base further out in space.
Content is your tractor beam.
Five Best Practices to Integrate Content Marketing and Social Media Marketing:
1. Develop strategic brand voice and focus.2. Establish a content development pipeline.
3. Develop social conversations that support content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.
3. Develop social conversations that support content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Identify a tone for your brand.Admirable Snarky Direct Jubilant
Quirky Motivational Playful Sentimental
Bawdy Comforting Curious Whimsical
Gregarious Challenging LovingComplimentary
Satiric Austere Ironic Reverent
Wise Solemn Admiring Optimistic
Sympathetic Worldly StrongBenevolent
Confident Humble Jocular Serene
Sardonic Sassy Cynical Nostalgic
Think of a character/persona to help remind you of that tone.
Make sure your company’s “actors” know their “character.”
Once upon a time there was a company…
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Editor in Chief
Managing Editor
Copy Editors
Internal Content
Contributors
Guest Bloggers
Special Projects Editor
Freelance Photographe
rs
Freelance Videographe
rs
Freelance Designers
Art Director
Photographers/Photo Editor
Multimedia Editor
Designers
ORGANIZE CONTENT IDEAS
Type Topic Medium/Media Target Audience
IDEATION PROCESSMarketing Sales Customer
Service CustomersSocial
Crowdsourcing
RESEARCH/ANALYSISObjective
s Personas Keywords Existing Content
Social Data KPIs
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.
3. Develop social conversations that support content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Mothership
YouTube
Solicit user-generated
content.
Crowdsource Ideas.
Monitor your keywords.
Co-createcontent.
Capitalize on your conversations.
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.
3. Develop social conversations that support content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Mothership
Make them stop and stare.
Source: El Pianista, via Flickr.
Make them talk.
Make them engage and share.
Make them proud.
Make them want to get behind the velvet rope.
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.
3. Develop social conversations that support content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Where do you want them to go next?
You could measure…
• Number of global mentions.• Change in sentiment.• Share of voice over competition.• Web traffic from social channels.• Keyword-rich mentions. • Volume of content shared by others.• Conversions: conversations to leads, leads to
clients/customers.
The analysis and measurement informs decisions back at the top of the pipeline and the whole system repeats.
Move The Needle
Move The Needle
Conduct a content audit, across silos.
Best Practice Takeaways:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
