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Hi! I’m Vassy.
I help brands build meaningful relationships and scale them through digital channels.
What I hear most often
Clients most often say:
• We can’t generate cool content ideas.• We lack the resources to produce content on a regular basis.• There are just so many channels, it’s hard to keep up!
How to solve this?
Content marketing works when
• You know who your audience is.• You know what they want to know and how they want to be
entertained.• You know where to find them.• You do the work and combine all of this into a plan.
Let’s do the work!
Follow along in your handouts or download the files atvalchanova.me/slides.
Knowing your audience
Facebook Audience Insights
What you can learn
• Gender• Age category• Location• Likes• Tech profile• Job position• Online behavior
https://www.facebook.com/business/insights/tools/audience-insights
Tech and disposable income
Page about popular science Page about luxury design
Groups you can analyze
• Interest-based audiences• Page fans• Website visitors• Highly engaged visitors• Custom email lists• Big competitors• Ad audiences
https://www.jonloomer.com/2015/09/25/facebook-audience-insights-analyze/
Google Analytics
Google Analytics
• Gender• Age group• Location• Interests• Tech profile
Collecting demographic and interest information needs to be activated and should be disclosed to users: https://support.google.com/analytics/answer/2819948?hl=en
Engagement and value
21% higher average order value
Interests
Hotjar Polls Can you present yourself in 1 sentence?
What made you visit our site today?
Did you find what you were looking for?
How can we improve the content of this page?
The Ultimate Guide to Using Feedback PollsThe questions we love to ask users (and you should, too!)The 15-Minute Poll Kit
Hotjar Session Recordings
https://www.hotjar.com/session-recordings/
Interviews: Jobs to be Done
https://www.intercom.com/books/jobs-to-be-done
WORK IT!
Name your personaRelationships: lives alone or with a spouse? How big is their household?
Work: where do they work? What’s their work day like? If you’re in B2B, you can extend here almost indefinitely.
Personality: emotional or logical? Ambitious or laid back? Give an impression of what they’re like.
Interests: What are their favorite hobbies, books, series? What do they do on weekends?
Influences:
● What media do they go to?● What channels do they use?● What celebrities do they follow?● What brands do they look up to?● What online channels/social
media do they use?● How do they get information?● What devices do they use?
Age: choose an arbitrary age based on the group they fall in.
Gender:
Location: is there a specific place those guys are more likely to live in?
“Write down a quote that illustrates the thinking of your user and their decision-making style”
Name your personaBenefits:
● What are the key benefits that will make the user choose your solution over competitors?
Anxieties:
● What are the fears the user has that prevent him from switching to your solution?
Hiring criteria:
● What are the criteria the users sets out with when looking for a solution?
When… [Situation]
I want to… [Motivation]
So I can… [Expected Outcome]
Competitors:
Direct competitors: same job in the same waySecondary competitors: same job in a different wayIndirect competitors: different job with conflicting outcome
Knowing what your people care about
Facebook Insights
Facebook Insights
1. Lifetime Post Total Reach2. Lifetime Engaged Users3. Type of Posts (will need it later)4. Engagement rate percentage = 2/15. Average of 1, 2, and 4 by type of post
Analyzing content that works
Analyzing content that works5451 reach, 1264 eng. users, 23% eng. rate 18419 reach, 2559 EU, 14% ER
Analyzing competitors through Pages to Watch
• Add other pages to your Pages to Watch• Look for high engagement on a weekly basis• Find the most engaging posts they create
On-site engaging content
Look at pairs of metrics
Answer the Public
WORK IT!
TopicsPet health:
● can pets carry bed bugs● which pets live the longest● pets who have allergies● why pets are good for your
health● how pets reduce stress● how pets help with
depression● pets can cause what kind
of contamination● can cats drink milk / eat
eggs, etc.
Pet relationships:
● where pets like to be petted● which pets like to cuddle● when pets come between
partners● when pets face the wall● when cats wag their tails● why cats knead● why dogs lick feet
Pets at home:
● will pets damage leather furniture
● can pets drink distilled water
● pets where house● which pets smell the least● which pets are easy to take
care of● when pets go bad● where cats like to sleep● which cats shed the least
Knowing what channels and formats work best
What works for you
Type No. Posts Avg. Reach Avg. Еngagers Еng. Rate
Photo 55 12624 1093 8,66%
Video 2 3236 527 16,27%
Link 5 6141 447 7,28%
Status 2 2587 32 1,22%
Stalking your competitors
Stalking your competitors
What channels bring traffic?
What channels bring traffic?
WORK IT!
Channels and FormatsFormats:
● Photos● Videos● Live video● Text
Frequency:
● Facebook: 2 times/week● Instagram: 4 times/week
on stories, 2 times in feed● YouTube: 2 times/month● Blog: weekly
Channels:
● Facebook● Instagram● YouTube● blog
Putting it all together
Vassy’s Content Ideas
• Quotes• Photos of famous people• Curious facts• Trivia or quizzes• Fill in the blank• Audience questions• Tips & Tricks• Ask the experts
• Behind the scenes• Company/Industry history• Media mentions• Seasonal and holiday ideas• Product presentations• Detailed photos• The product in action• Promotions and offers• Giveaways
StoryFuel Content Matrix - storyfuel.co
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
The most interesting new productsFB | INSTA
Tips & TricksFB | BLOG
Focus-productINSTA
Video-walk through a furnished apartmentFB | INSTA
New offersEMAIL
Presenting a full interiorFB | BLOG
Behind the curtain storiesINSTA
Quote by a famous designerFB
Themed selection of products (e.g. coffee tables)FB
Which product do you like best?FB | INSTA
History of interior designFB | INSTA
News from design exhibitionsFB | BLOG
Focus productINSTA
Thank you! Questions?Vassilena Valchanova
The slides are available at valchanova.me/slides
