Accelerate Brand Publishing Social Media & Content Guide 2012

What’s the difference be-tween content marketing and social media marketing?

It’s easy to confuse the two, but if you see content market-ing as creating the currency of social media channels, then the differences – and how they complement – each other, becomes clearer.

At the heart of content mar-keting is the creation of a core of content – a ‘centre of gravity’ such as a website – while social media provides the delivery mechanism for that content to reach audienc-es, customers, potential cus-tomers and fans.

Apple Cores & Orange Slices

Accelerate Brand Publishing Module

Social Media & Content Integrating & Atomising Content

Learning Objectives Understand how content marketing and social media interact and differ Build an integrated content marketing campaign using social media Learn how to ‘social’ listen to your customers to help drive content Understand how to meas-ure success

Key Take Aways Content marketing and so-cial media marketing have the same objectives, but NOT the same approach Content is the currency of social media Using social media to listen to your audience before a content marketing initiative will increase chances of success Images are becoming an increasingly valuable curren-cy... Maximise your core content by atomising and morphing it into different offerings Never stop listening Never stop engaging Never stop measuring

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Accelerate Content Marketing and Social Media is one of the first courses in Australia to bring these two disciplines together, ex-plaining how they can be integrated to pro-duce measurable results delivered across multiple channels.

Crafting a case for social content

Content marketing complements social media well when both are deployed to do what they do best. With social media, that means an opportunity to grow audiences, leverage word of mouth and gen-erate increased brand awareness.

With great content, you can pre-sent magnetic content, cement relationships, build trust and hold the customer’s hand throughout the buying process.

Kraft Foods is a leader in content marketing because it threads this needle of fascinating content through it’s many social media needles. It builds on a centre of gravity that supports the tone and feel of its content. Kraft further-more integrates its messaging, listens to the response to it and measures the outcomes.

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With so many social media platforms popping up, marketers are beset by a myriad of options when it comes to developing content. Understanding what format each channel requires and how to optimise it for each audience is key. That doesn’t mean you are exten-sively rewriting your core content each time, or that you are considering the formats of the different channels when you create that core content (remember, content marketing is about the audience, not the delivery)… just giving it different angles and spin that resonate with audience expectations on each network.

Social Media Noise

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While Twitter may introduce you to new people, Face-book could well be where you preach to the converted. An AdAge survey of fans of major brands found that 84% of a compa-ny’s Facebook fan base are already customers.

And that means that Facebook fans want what loyal customers want – content that rewards them such as special offers, member-only are-as and events, the nod on new prod-ucts. Create fans-only area with special offers and content. Make sure your staff active in the sense that they are commenting on other pages, inviting friends and contacts and shar-ing content not just about your brand that can be of use.

Match Content With Channels

To make the best use of social media platforms, you need to speak the various languages as-sociated with these platforms. With Twitter, above all, tweets must be quality content...people will re-tweet on the basis of your headline if it captures the imagina-tion. But if it doesn't add value, ie. Is tweeting for tweetings sake, they will stop trusting you. That's why it needs to be authentic con-tent (not just your latest sales offer'). Will it make sense as a tweet and a re-tweet? What are other tweeters tweeting about – can you get involved? Look at new followers and decide whether you will follow them. Look for interesting content to re-tweet

Look for new people YOU want to follow Finally, always reply, al-ways link.




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Social Media & Content

Integrating & Atomising

Here is a big story from the BBC about Rick Santorum bowing out of the republican nomina-tion race in the US. You can see here how what PR Newswire terms ‘atomising’ content in its white paper on how content is the currency of social media. The BBC has to decide which of those channels are appropriate for its audiences – Pinterest may not be where their target audience is, for example even though we’re shown how it could be used here. But you can see how each ele-ment of the content could potentially have a channel on a social media network and in the BBC’s centre of gravity.

Journey of a Story

Here are some ways for how your video content can go viral, though also remember a few basics -

Shorter videos get passed around much quicker and regularly than longer ones. 15 second videos get shared 37% more than videos between 30 secs and one minute.

As Boo knows, FB is the place for videos being shared - a video on FB is shared 218% more than on Twitter or other channels.

Target women and younger readers, as they are more likely to share - this no doubt explains Boo’s success.

Going Viral

Establishing an Image Strategy

As with any strategy, an image strategy needs to start with who

your audience is, where they are and how your content will

help, inform or entertain them. Here are some tips on different

ways you can use image content to meet different objectives.:

Use historical or archived images

Show photography of company buildings and offices -

then and now

Take stills from old TVC, newspaper or magazine ads

Do a visual timeline of milestones for the company.

Accumulating Brand Wealth

The combination of engaging content and social media distribution can have a direct impact on cus-tomer journey – which means if you are measuring the right metrics, you can show how they align with the sales cycle. It is a continual process of accumu-lating brand wealth, which can be counted and grown.




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Term Definition

Atomising breaking your core content down in to formats suitable for different mediums e.g.

forming a Tweet out of a the subject of a white paper

Curate Select and organise information

Image content strategy devising a strategy around the images associated with your brand, whether they

are in existence or newly created

Infographics graphic visual representations of information, data or knowledge

Link bait any content or feature, within a website, designed specifically to gain attention or

encourage others to link to the website

Long tail journalism tailoring content for long term exposure and engagement, as opposed to more

immediate "big bang" impact

Morphing taking core content and changing it into different offerings e.g. information from

an e-book into an infographic

Multi-tweeting creating different Twitter accounts for different audiences

Retweet republishing someone else’s tweet although the original tweet along with author

is included

So/Lo/Mo Social-Local-Mobile

Social media marketing efforts to create content that attracts attention and encourages readers to share

it with their social networks

Tweet Post of under 140 characters on Twitter

Viral An image, video, or piece of content that is circulated rapidly on the Internet to

engage with a follower



Education

Accelerate Brand Publishing Social Media & Content Guide 2012