You are what you share - Content Marketing Google Hangout.pptx

Michelle Carvill@michellecarvill www.carvillcreative.co.ukFounder of Carvill Creative – the online visibility expertsExperienced marketer, blogger and social media trainer

Marketing Director – Made Simple Group www.madesimplegroup.com

Co-author – The Business of Being Social

www.businesstrainingmadesimple.co.uk

@GetTrainedUK #GetTrainedUK

http://www.madesimplegroup.com/

You are what you

ShareSetting your content strategy

for Business Growth





Earn Attention



Lead Generation



SEOSocialLeadsAdvocacy



Quality Quantity



• Who are your audience? Where are they?

• What’s compelling for them?

• Useful

• Educational

• Informative

• Entertaining

• What pains them?

• What problems can you solve?

1) Understand your Audience



Connect in a ‘human’ way...

What inspires you to take action?



• What content have you got already?

• What’s missing?

• Gap analysis – what do you need to do to fill the

gaps?

2) Content Audit



Content should support your objectives

3) Content Planning

• What are you looking to achieve?

• Who are you targeting?

• Where are you sending people?

• What are your key messages?

• What’s your tone of voice?

• What are your call to actions?



• What happens in your world?

• What happens in your audience’s world?

• Seasonality / Key events?

• Map out a Topic List

3) Content Planning...



Create a Timeline to steer your Topics

Jan Tax deadline 31st

Feb Valentines / London Fashion Week

Mar Easter / St Patrick’s Day

Apr 4th April deadlines / St George’s Day

May Annual Conference – Trade Conference / Local Elections

Jun Annual Business Show

July Awards Ceremony

Aug Holiday month

Sep Changes in legislation

Oct Halloween

Nov Bonfire night / Thanks giving

Dec Christmas / Promote TRMS



Think and actlike anEditor



• Practicalities of procuring and creating tangible content

• Bring together a team to regularly talk ‘content’

• Bring in experts where necessary

4) Content Collation/Curation



Content is many things...

• Blogs

• Video

• White Papers

• Research stats

• Podcasts

• Webinars

• Events

• Case studies

• Images / infographics

• Interviews

• Press Releaseswww.businesstrainingmadesimple.co.uk


• Determine clear lines around what can and can’t

be communicated / shared

• Sense check that your content is on brand and on

point

5) Content Tone of Voice & Policies





• Map out a matrix of what you are going to

share and when

• Measure effectiveness – so you know what’s

working

• What you learn steers content creation

6) Create a publishing schedule



What you learn steers content creation



Understand your content

Who – what – where – when – how – why?



• Give people a reason to engage –

• Make your content useful, purposeful, relevant, educational, informative - entertaining.

• Give people something compelling that encourages them to:

Know you - Like you - Trust you - Talk about you

1 ) Plan Your Content

3 Key Things



2) Understand what people want from your

content?



3) Don’t float in the ‘sea of sameness’



You are what you share

Content creation =habit



Questions



Let’s Connect

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