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Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Creating Custom and Targeted Content to Increase Brand
Awareness
Mike BrownFounder | The Brainzooming Group
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
We’ll Cover• Taking an Audience‐First Perspective
• Staying True to Your Brand
• Experience and Interaction‐Based Content
• Expanding Brand‐Related Content Options
• Some Problems (or Opportunities)
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Today’s Post at Brainzooming.com
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
We help make smart organizations more successful by rapidly:
• Expanding their strategic options and
• Creating innovative plans they can efficiently implement.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Download a free copy at:
http://brainzooming.com/diagnostics‐download/
Insights into your:• Social Strategy• Metrics• Staffing• Content• Activation• Engagement
9 Diagnostics to Check Your Social Strategy
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Download a free copy at:info.brainzooming.com/SMSS2016
Get More Tools and Ideas onCreating Blog Content
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Step 1. Strategy,Step 2. Platforms.
Don’t screw up the order!
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Linking Business and Social StrategyBusiness Objective
Social Strategy
Strategy Overview Typical Tactics
IncreasingSales
Sales Focused Extend offers or reward purchase continuity through retail – whether online or offline.
• Exclusive online offers• Driving traffic to online purchase sites• Relationship building supporting direct selling
GeneratingLeads
Content Marketing
Original content online used to build leads. Can extend to audience generated content or content aggregation.
• Creating new (and curating) content• Offering downloadable assets• Inbound marketing + email and other follow ups
Building an Audience
Community Building
Attracting followers through common ties and interests, integrated into a content marketing and/or advertising approach.
• Targeting an audience via their high interest areas• Featuring content of general interest (not brand‐specific)
• Promoting branded content and sign‐up opportunities
Growing Awareness
“Lifestyle"Focused
Targeted outreach to a specific important audience group to attract them with regularity and frequency.
• Selecting a high‐interest topic• Creating engaging content on the lifestyle topic• Promoting engagement and incentives
Improving Customer Service
Consumer Engagement
Integrating social media into customer service and direct contact channels to build retention and strengthen relationships.
• Using aggressive social listening• Interacting with the audience using clear response standards
• Developing a social media command center
StrengtheningPerceptions
Cause Marketing
Linking social media and networking toward a common cause and future opportunities to share your message.
• Developing broad partnerships with experts related to a cause
• Integrating social and other public affairs activities• Offering its brand voice to amplify cause‐related messages
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Taking anAudience‐First Perspective
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What So Many Brands MissThe Too Frequent
Content Mix for a Brand Reality
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Behavioron your website
Behavior in work &
personal life
Web Social
Personas Aren’t Created Equal
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
MaryMarketing VP
• 48, married, and has two high school children.• Traditional professional; Works long hours for a Fortune 500 agri‐business company
• MBA from the University of Illinois. • Realizes the importance of social media, but hasn’t actively participated beyond a LinkedIn profile and a Facebook page.
• The company’s brands are her “babies.” She puts extra time and effort into her responsibilities for driving growth for her company.
• With her Blackberry in hand, she stays continuously connected with family, work, and friends.
• As a successful business woman, she expects and demands peak performance out of her children, employees and her market research vendors.
• A self‐described “wine aficionado”, Mary enjoys having a cocktail or glass of wine with co‐workers or friends to celebrate a job well done.
• 35, single and lives in a condo; doesn’t have time to deal with yard work.
• BS degree in business; obtained an MS degree in marketing while working full time.
• Very social outside work and enjoys traveling, exercise and activities where he can relax. Quiet at work. Passionate about research, statistical analysis, and integrity of research efforts.
• Tech savvy and uses iPhone. Engaged in social media to build new contacts, connect with previous colleagues and friends. Spends time reading online market research articles and blogs to find relevant info and solutions to his job.
• Involved in a number of business associations for networking to him advance his market research career.
• Given the state of the economy and shifts in consumer spending, he is worried about cutbacks and looking for a trusted advisor; someone that understands his pain points and can step in to help his group provide more value for his company’s growth efforts.
JasonMarket Research Manager
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
1
2
3
4
5
6
7
8
9
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How old is this person?
What is his/her demographic profile?
What are the person’s job title, role, goals, challenges?
What are the range of responsibilities they have?
What’s on their professional frontier?
What lifestage is this person in?
What is this person passionate about?
What personal aspirations and issues are top of mind?
What topics are of greatest interest to them?
What activities do they enjoy?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Audience Member: __________ Name: __________
What are the steps in the purchase
journey?
What do they need at this step to connect with the brand?
Age? Demographics?
Career Situation?
Job Title & Responsibilities?
Professional Challenges?
Lifestage?
Interests / Desired Outcomes relative to our brand?
Personal Challenges?
Personal Interests?
Activities?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What shouldbranded contentdeliver for your
audience?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What Will Your Content Deliver? EIEIUEntertainment• Provides amusement or enjoymentInspiration• Stimulates the audience to do or feel somethingEducation• Delivers systematic instructions or provides an enlightening
experienceInformation• Delivers facts or knowledge about something or someoneUtility• Provides a useful or beneficial function or capability
Via Kodi Foster, Vice President – Data Strategy at Viacom
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Interests
Seeking
Focus
Think
Know
Do
“Think Know Do” Framework
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Should be Creative
Everyone’s Involved
Can be “Faked”Can be
Learned
Yields Better Results
Is Important
Strategic Thinking
Mind Mapping ‐ Think
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Know
Behind the scenesExclusivesAssistance
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
• What are you learning as an organization?
• How are you addressing industry issues?
• What customer service issues have you solved?
• How is your team working with customers?
• How do you improve your community?
• What does the team do outside work?
Do
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Staying Trueto Your Brandwithout Overdoing It
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Brand Strategy Drives Social
• Brand Promise• Brand Experience
• BIG Brand Statements
• Audience Targets
• Social Personality
• Integrated Content
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Audience Needs & Interests
Compelling Communication
& Interaction
BrandLoyalty
Social
TraditionalMedia
NetworkBuilding
The Right Mix Is Critical
Your Brand
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Brand Foundation•Brand Promise•Brand Experience•BIG Brand Statements
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Brand Promise
Trustworthiness
Consistency
Distinction
Emotional “Signature”
Shorthand Communication
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Unpack Your Brand Promise
Brand Linkage Sample QuestionsWhat do customers EXPECT?
Reinforce brand knowledge, expertise, capabilities
• What do target audiences value?• What are customers’ biggest challenges and
opportunities?
What will customersACCEPT?
Expand customer views of brand leadership and capabilities
• What are potential substitutes for what we do?
• Where can we serve as a potential substitute in another market?
What do customers REWARD?
Help prospects / customers expand their knowledge and selection processes
• What are the most important functional and experiential factors customers judge us by?
• What are the high growth areas in our business customers are responding to most strongly?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Delivering the Brand Experience
Communications
Team
Services
Reinforcers
Advertising Word of Mouth
Invoices
Facilities
Website
Expertise Service Quality
Service Experience
Customer Service
Culture & ValuesPerformance
Hiring & Recruiting
Logos
Collateral
Forms
Uniforms
PR
Sponsorships
BrandPromise
Frontline Employees
Staff
Behind the Scenes Employees
Social Media
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Unpack Your Brand Experience
Brand Linkage Sample QuestionsBrandExperience
Underscore the importance of activities and reinforcersbehind the brand experience
• What do various brand elements add to the overall brand?
• What customer behaviors help us deliver the strongest experience?
Brand Personality
An opportunity to reinforce the brand personality through frequency and consistency
• What do we describe our brand’s personality?
• What emotions does our brand evoke?
BrandPartners
Feature the great partners and experts affiliated with the brand
• What topics are our brand partners addressing?
• What external experts are affiliated with our brand?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
BIG Brand Statements
Core Purpose (Reason for Existence)Vision Statement (Bold Picture of the Future)Mission Statement (Best of What an Organization Does)
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Unpack Your BIG Brand Statements
Brand Linkage Sample QuestionsCore Purpose
The most vital aspirationsmotivating the brand
• What business activities most excite & fulfill us as an organization?
• What aspirations are most vital to our organization?
Vision Statement
Describing the bold future a brand seeks to create
• What issues and trends will shape the industry as it pertains to customers?
• How will our brand change and adapt over time?
Mission Statement
Highlighting fundamental ways the brand creates value for customers
• How do our brand’s products/services provide differential value for customers?
• What sets what we do apart from competitors?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Strategic BriefA road map with relevant objectives and:• A brand’s important foundations and their implications
• Multiple ideas for relevant content opportunities
• What content is off‐brand
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Strategic Brief• Purpose
• Objective
• Metrics
• Targets
• Key Audience
Opportunity
• Brand Impact
• Credibility
• Action
• Link
• Mandatories
• Exclusions
• Potential Topic
Ideas
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Reinforcing Your Brand through Content
Solutions‐Oriented Comprehensive and EfficientProcess‐Driven Thorough and RoutineEfficient Resource SavingsLow Cost Bare bones, Savings‐orientedDependable Integrated and FamiliarCustomer‐Oriented User‐generated ContentSmart Insight‐OrientedInnovative Newest StuffHip What’s Hot, Early TrendsPassionate Focused and Deep on a TopicFun Amusing, Spirited
Brand Attribute Brand‐Focused Content Should Be
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Extending Brand Personality
• What characteristics make your brand personality type rewarding to be with?
• How will you create personality in your content?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Is your brand personality apparent in yoursocial content?
What opportunities do you see?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Conveying an Engaging Personality
Familial Mentor BFF CSRep Maven Comedian SnarkyConfidant Teacher Straight Shooter Newsperson Cool/Hip Gossip
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Conveying an Engaging Personality
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
SimpleEasily understandablewords everyone knows and uses in the marketplaceEmotionalTaps into appropriate experience‐based emotionsAspirationalConvey the hopes and dreams of employees, customers, and stakeholdersTwistableWords usable in variedways and forms
UnusualDistinctive words whose less frequent use makes them more memorableConnectableReadily pair up with other words, word parts, or phrases to create new and distinctive languageOpenMean multiple things or apply in a variety of situations
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What Personality Is Missing?
Familial Mentor BFF CSRep Maven Comedian SnarkyConfidant Teacher Straight Shooter Newsperson Cool/Hip Gossip
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Answering QuestionsInteractingSharing Linking
Check your brand’s last 20 updates!
Talking? OR
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Finding What’s Engaging about Your Brand
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
“Lincoln Electric joins metal with fire. That’s cool!”
‐ Craig Coffey, U.S. Marketing Communications Manager
What’s the cool factor in your brand?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
PredictabilityConsistencyContinuity
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Experience and Interaction‐Based Content for Your
Brand
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
http://www.infobarrel.com/media/image/7357.jpg
He’ll be there for me!I can depend on him!I’ll CHANGE him!
CLOSE THE
SALE!
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
“So much of social media is getting your audience to say,
‘I’ll be in a relationship with you. That means you HAVE TO RESPECT ME,
and I’ll PUT UP with a LITTLEof your self‐absorption.’”
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Balancing Contentand Commercial Messages
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Business Building with Social Media and Content Marketing
Attention
Action
Conversion
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
During Initial Exploration• What should I know about the product category, but might easily overlook?• Why are some features more important than others to get desired benefits?• Is there one place where I can get all the information on trends, how‐tos, and
other important facts for this product category?• When will this be the most important, beneficial, or valuable for me?
Seeking More Information• What case studies show how this is being done in new and successful ways?• Is there anything important I should know about the various providers in this
category?
Prospect Journey‐Based Content
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Making Comparisons• What are important buying criteria to explore?• Are there short cuts I can take in looking at all the options?• Does anyone have a graphic that shows all the important features, performance
levels, and benefits of all the choices?
Justifying the Product Recommendation or Decision• If I pay more for a promise of larger benefits, how will I justify the investment?• Are there tools to evaluate the benefits of making the right selection?
Prospect Journey‐Based Content
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Mining Customer Conversations
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What keeps them up at night?
What scares them?
Education Opportunities
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What questionsare they asking?
What matters to them?
Customer‐Related Focus Areas
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
What work arounds do they use?
What frustrates them about competitors?
Anticipate Objections
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Why do they buy from us?
Why do they not buy from us?
Highlight Brand Value
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
The Content Marketing
Sales Continuum
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
• Non‐exclusive offers (A deal for everybody)
• Giveaways (Something for engaging)
• Sharing content for information (Permission to keep talking)
• Peaking interest (Sneak looks at product)
• Micro‐advertising (Links to ads)
• Exclusive offers (Deals for those acting)
• Direct response (Click the link to buy)
• Proactive outreach (We can meet your need)
• All Deals, All the Time (Dell – nothing but deals)
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
• Non‐exclusive offers (A deal for everybody)
• Giveaways (Something for engaging)
• Sharing content for information (Permission to keep talking)
• Peaking interest (Sneak looks at product)
• Micro‐advertising (Links to ads)
• Exclusive offers (Deals for those acting)
• Direct response (Click the link to buy)
• Proactive outreach (We can meet your need)
• All Deals, All the Time (Dell – nothing but deals)
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
How is content helping (or not) to
drive your organizational objectives?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Expanding Brand‐Related Content
Options
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
http://unrealitymag.com/wp-content/uploads/2008/11/george_costanza.jpg
“That’sa Topic!”
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Finding a credible way to address audience interests
What makes a topic great?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
"The best way to have a good ideais to have lots of ideas."
‐ Linus Pauling
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Potential Content Topics
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Involve the Audience1. Answer questions your customers
or readers have asked you.
2. Ask a question of your readers to see what they think.
3. Ask readers what they’d like to read.
4. Ask 5 customers in a row the same question and write their responses in a blog.
5. Interview a customer on concerns, challenges, and views on industry issues.
6. Look for blog titles from your industry and write your version of the topic.
7. Publish potential upcoming topics and let readers decide what they want to read.
8. Run an online survey for readers and report the results.
9. Share a question on Facebook or Google+ and use responses for a blog post.
10. Feature guest posts from clients.
11. Solicit guest blog posts from business partners.
12. Talk to customers at events and find out what their current challenges are.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Sharing What Your Brand Knows13. Interview yourself on a topic.
14. Recap a past event.
15. Recap the results of a research report someone else published.
16. Report on a conference people from your company attended.
17. Reveal background info on things that make your organization successful.
18. Share really cool work your organization is doing.
19. Share the results of research your organization has completed.
20. Summarize what your organizations knows about a news topic.
21. Write about things your audience might not realize.
22. Write about what your organization does to serve customers.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Teach Others23. Expand your thinking on a published
post so it is more teaching‐oriented.
24. Take a new angle on a topic you’ve written about already.
25. Teach a new technique or tips you’ve been using.
26. Write about something you learned in the last week to share with readers.
27. Demonstrate a process your company uses that is valuable for your audience.
28. Answer frequently asked questions that require video demonstrations.
29. Feature experts in your business sharing their knowledge.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
30. Make a long list of ideas your customers and readers can use.
31. Make a short list of steps readers can take to accomplish something.
32. Write anything allowing you to put a number in the title (it attracts readers).
33. Add additional items to a list you’ve already published.
34. List the types of customer problems you routinely solve.
35. List questions you’re getting in customer service.
36. Ask readers a question and report the answers in a list.
37. List the steps in a process readers could handle for themselves.
Make a List
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Share Opinions38. Write what your organization thinks
about a topic or a news story.
39. Disagree with a well‐known business perspective.
40. Write a response to an idea in a book relevant for your audience/industry.
41. Predict what your organization thinks will happen in the future.
42. React to opinions a competitor or an industry figure is discussing.
43. Review a book or magazine article you’ve read recently.
44. Review a fantastic product or service your organization uses.
45. Review a topic people are thinking about in your marketplace.
46. Share a half‐baked idea to see if readers can finish baking it.
47. Write a blog post that’s 80% done and allow readers to finish it.
48. Write about something completely obvious as if you’re the first to think of it.
49. Write about something completely obvious in a new way.
50. Write about anything to interest readers more than recent topics.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Thursday Case Study, 11 a.m.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Have Your People Personalize It51. Complain about a personal recent
customer experience relevant to your audience.
52. Share an anecdote from your organization.
53. Talk honestly about an issue where your organization is struggling to improve.
54. Thank a customer who has been loyal to your business.
55. Write about the most interesting thing that happened in your organization today, yesterday, or this week.
56. Share what inspires your organization and its people.
57. Cover community activities your organization supports.
58. Create a post that’s slightly more or less outrageous than the typical content.
59. Write something dramatically more or less outrageous than what you typically write.
60. Write something that allows you to name drop customers who will share it within their networks.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Use Video and Images61. Video executives sharing brief
commentaries.
62. Video a demonstration relevant for your audience.
63. Video an interview with a work colleague or business partner.
64. Ask 5 customers to answer the same question on video.
65. Use photos from corporate events or customer interactions.
66. Feature photos of interesting things your audience or organization DOES.
67. Video a customer talking about its business.
68. Have two customers interview each other.
69. Video a day in the life of your (customer service) organization.
70. Shoot a short video with reasons why others should Like your Facebook page.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Repurpose Content71. Combine shorter posts from your
organization’s blog into a longer one.
72. Expand a comment from another blog into a full blog post.
73. Group tweets from your organization into a list or other blog post.
74. Organize and refresh in new ways relevant information that’s already been published.
75. Publish links from your blog to make it easier to find everything on a topic.
76. Publish a presentation from your organization on Slideshare to embed in a blog.
77. Re‐edit and freshen something already written with new content.
78. Re‐run the most popular post(s) your organization has shared.
79. Share an intriguing video with comments to give your thoughts about it.
80. Write up the points covered in a slide from a Powerpointpresentation.
81. Embed a funny or on‐target cartoon.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
http://www.prioritydata.com/Images/OrangeKeyboardWeb.jpg
Bite‐SizedContent
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Create EvergREen Content
• Stick with what sticks for longer• Create a broader view for your content• Link to what will change• Reference specific dates – or leave them out
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
REwrite What You’ve Written1. What would someone need to know before
reading the original blog?
2. What would someone still need to do after theyread the other blog?
3. How can you go into more detail with moresteps?
4. How can you simplify the topic to feature fewersteps than the original blog?
5. How might you reinforce the article’s value withnew points of agreement?
6. What would you talk about as the oppositepoint of view (i.e., you don’t HAVE to do any ofthese steps)?
7. What links can you feature to previous storiesyou’ve written on the original blog’s topic?
8. What links can you share to stories otherauthors have already written on the topic?
9. What would it look like to rewrite the articlewith the same subject but a different headlineand a new point of view in the copy?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
The Math of (dis) AgREgating Content1. Blog Post / 140 characters > 10 Tweets2. Tweet + Instagram = Facebook Post3. Blog Post – Words + Images = Infographic4. Blog Post + “On Camera Talent” + Camera = Video5. (Blog Post Links + Blog Title) * 10 = Compilation Blog Post6. Video / Capturing Individual Frames > 15 Images7. 1000 Word Blog Post / 3 = 3 Days of Digestible Blog Posts8. 1 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images9. 1 Audio Recording of a Presentation = 2 Podcast Segments + 10 Graphics + 4 Blog Posts10. Website ImageSocial Sharing Button = Pinterest Post11. (Blog Post x 10) + Intro + Close + Call to Action = Downloadable Asset12. Infographic + Blog Post = Downloadable Asset13. (PowerPoint Presentation + “Voice Talent”)Live Screen Capture App = Video14. Live WebinarJoin.me = Video15. (Customer Event x Capturing Content) / Editing > Weeks of Social Media Content16. Rambling Blog Post that’s Not Working – Parts Not Working = Tighter, Working Blog Post
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
+ =
#2 Tweet + Instagram = Facebook Post
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
#3Blog Post– Words+ Images
= Infographic
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
#5(Blog Post Links + Blog Title) * 10 =
Compilation Blog Post
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
#71000 Word Blog Post / 3 =
3 Days of Digestible Blog Posts
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
“You get 60 to 90 seconds of my time every morning.”
Translation:“I’ll read 250 to 400 words of yours every morning.”
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
#81 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Joe 3:16 “For where two or threeare gathered together in a brand’sname, there content will be in themidst of them.”
#15(Customer Event
x Capturing Content) / Editing > Weeks of Social Media Content
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Customers addressing
industry trends and their service
expectations = WHITE PAPER
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Enlivening 120 early childhood educators to write an eBook
in 45 minutes.
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Translating“CMO Speak” for“Social Content Outsiders”
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
• That Voice Over• That Muted, Aspirational Enthusiasm• That Music• That Stock Video of People and Technology• That Five‐Minute Length• That Complete Lack of Emotion
Can only mean one thing . . .
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Corporate Video
Social Media Video
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Some Problems(or Opportunities)
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Integrating Social Media
Website
Blog -Content Creation
Blog -Content Creation
Blog -Content Creation
Landing PagesInfo Exchange &
Conversion
Blog -Content Creation
Blog -Content Creation
Blog -Content Creation
Blog -Content Creation
SearchOrganic, Local,
Social Graph, PaidSocial Platforms
LinkedIn, Twitter, Google+, Facebook, YouTube, Pinterest,
Others
Other Marketing Communications &
Business Development
Typical StepsBusiness Objectives Topics Keywords
Metrics Social Media Strategy Blog, Social Platforms, Landing Pages Audience Persona Interests Topics
Content Creation & Curation Sharing & Audience Building
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
You Have to Workto Turn Press Releases
into Blog Posts
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
PMURQPlus – What worked?
Minus – What didn’t work?
Unexpected – What was surprising?
Recommendation – What to do in the future?
Questions – What questions remain?
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Content and Your Brand• Taking an Audience‐First Perspective
• Staying True to Your Brand
• Experience and Interaction‐Based Content
• Expanding Brand‐Related Content Options
• Some Problems (or Opportunities)
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Deliver business results if you can’t articulate a business objective you expect it to support
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Fix a brand problem – in fact it will call attention to a brand problem
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Make your brand suddenly intriguing to its audiences
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Stop negative talk about your brand if it retreats and doesn’t participate in the conversations
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Tolerate the same crappy customer treatment your brand got away with twenty years ago
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Tell you what content topics to address . . . but it will give you all kinds of hints
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Give more points for the quantity of content than it takes away for poor quality content
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Social Media Won’t
Make sense if you can’t stop talking about yourself all the time
Brainzooming™
©2016, The Brainzooming Group @Brainzooming #SMSSummit
Blog: www.Brainzooming.comSubscribe: brainzooming.com/subscribe‐brainzooming
Email: mike.brown@brainzooming.comTwitter: @BrainzoomingFacebook: GoBrainzoomingPhone: 816‐509‐5320
Download a free copy at:info.brainzooming.com/SMSS2016
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