Mark 4450
Great content
Great content strategy is about taking the guesswork out of execution, so creativity about content can flourish. Making Content Valuable •Findable •Readable •Understandable •Actionable •Shareable
Ig is 25% of FB revenue
$20B in ad sales last year. IG valued at 150b
What is content strategy?
*Content Strategy is "planning for the creation, delivery, and governance of useful, usable content." •Content strategy activities are scalable and can be modified to fit any budget. •You don't necessarily need a large, formal content strategy. •You just need to take the time to think things through: •Goals •Workflow •Resourcing •Success Metrics You can have several goals that make up your content strategy. The complexity is in the layers. Each goal has it'sown products and tactics and each tactic may need it's own strategy. It starts with big picture and drills down to granular level
Content Marketing is NOT new
1. 1904 Jell-o launched their recipe book 2. 1930s proctor and gamble began radio soap operas 3. 1982 hasbro partnered with Marvel Comics to create GI Joe comic books *now everyone is a content marketer
Content Distribution Strategy
A good content marketing channel plan frees you from the constraints of any one content channel. As your blog efforts wane, or as social media channels come and go — or as your success on any one of them ebbs and wanes — you won't be trapped into a singular platform. Content Strategy defines the Channel Strategy - not the other way around.********
Pinterest founder
Ben Silbermann
calls to action
CTAs should be minimal and simple. Too many prompts can cause confusion. The goal is to make it as easy as possible for viewers to perform an action
Curation vs creation
Curation Pros: -efficient -can be delegated Cons: -lots of competitors -topics often overlap -limited personalization -no back end products Fresh content Pros: -challenge -improves writing -thought leadership -more personality -books, info products Cons: -more time -deadlines -relearn habits
Curation vs. Duplication
DUPLICATION (black hat) •Copy/paste = repeat •Deprives original content owner from traffic •Unethical to content creators •Infringes copyright •Adds no value to readers •Penalized by Google CURATION (white hat approach) •Link to = quote •Drives traffic to original content owners •Beneficial to content creators •Fair Use legal doctrine •Adds value to readers •Valued by Google
What type of content should I create?
Define the purpose of your content •To inform (conceptual knowledge) •To teach (how to) •To inspire •To entertain •To persuade •To start a conversation •To spark a controversy •To express an opinion •To share industry knowledge or resources Identify content presentation methods •Articles or blog posts •Infographics •Videos •Cartoon drawings •Animations •Tutorials •Podcsts •Presentations
Snapchat founder
Evan Spiegal and Bobby Murphy
Storytelling
Focus on the big idea. This is not a selling tool. It is the foundation for all future content development •How do we find the story we were meant to tell through our content? •How do we ensure we've focused our content on meeting our audience's needs, as well as our own? •How do we translate our story into enough content to support our mission?
Strategy for Follower Growth
Giveaways- 2-3 week long giveaways with a theme works better than simple freebies Clear Calls to Action - Influencers should explain why they partnered with you, why they support your brand and what they want the consumer to do Quality over Quantity - Work with 10-15 high high quality, on brand influencers
Strategy for Sourcing Content
Invest in high quality influencers - content should be well lit and engaging; professional equipment - more expensive but worth it Gain usage rights - legal but make sure you can repurpose their work Ask for additional content - get all images from the shoot, not just the ones they use
Strategies for Driving Web Traffic
Link in Bio - Trackable sources for measurement Instagram Stories - Stories get higher engagement even though they disappear in 24 hours Incentives- Remember they are asking users to stop scrolling and go to your website so there should be some special IG-only incentives
metadata
Metadata is the information that surrounds your video: Title, Tags, and Description
American Express
Open forum-help small businesses
Facebook Page insights
Reach -overall post reach -organic reach -paid reach
LinkedIn founders
Reid Hoffman, Alan Blue, Konstantin Guericke
Repurpose Content
Repurposing content (aka finding new ways to recycle your existing content) has a number of benefits, such as: •Reaching a New Audience •Dusting Off Forgotten Tales •Making the Most of Your Efforts
Evolution of Digital Marketing ******
Stage 1: Presence (Website) Stage 2: Publish (Blog) Stage 3: Promote (Email Marketing) Stage 4: Engage (Social Media) Stage 5: Integrate (Marketing Automation)
Tent Pole Programming
Tent-pole events are the cultural events that promotion, sponsors/advertisers, and viewing trends orbit around throughout the year.
Choosing the Perfect Influencer
Test and Invest with your Marketing Budget to find the best fit: •Does their personal brand align with your company's identity? •What brands have they worked with previously? •What type of content does well on their social channels? •What is their target demographic? •Would your brand fit organically in their feed? Best influencers for your brand: •Generally a fan of your products •Create content that is already on brand •Micro-influencers already expert in your category •Within your target audience demographics •May have worked with competing brands
The Key to Compelling Content
The difference between the content you have and the content your audience needs is your gap analysis.**** Utility is key Take a hard look at your content and see if what you are producing is actually usefulfor your customers. Is it making their lives better or jobs easier in some way? Armed with this information, you're ready to construct a strategy for the acquisition/creation, production, maintenance, and governance for your content marketing initiative.
Creating an Influencer Campaign
The most successful influencer campaigns have themes: •Product Launch •Upcoming Sales •Events •Seasons •Holidays •Target Audience
Understanding your purpose
The why must come before the what -You must have clear marketing objectives -It's not what you sell, it's what you stand for -To work, your mission statement has tobe all about the pain points of your readers and followers or it simply won't work. Mission must communicate -Who is core audience target -What will be delivered -WIFM: Outcome for the audience
thumbnail optimization
Thumbnails, along with your video title, act as mini marketing posters for your content
Celebrities or Micro-niche?
When respondents saw celebrity influencers, the memory encoding was 74% higher than it was during their general browsing state. However, their approach was down 54% compared with their reactions to general ad content, indicating that celebrity influencer ads were memorable for negative reasons.
Early Stage: Website
You're online. Your site includes all the details about what you do and why you do it. These are the basic attributes you need to create a solid presence: •The content management system (CMS): The site is easy to update, thanks to tools like WordPress. •Search Optimization Basics:A website needs to be built with search in mind or it may never rank well. Basic keyword research must be conducted, and page content should be aligned with thehighest rankingphrases. The site should have search-friendly tags, headers and internal linking. •Contact form: The site has a form - not just an email link - for visitors to fill out for more information. •Analytics: Traffic and conversions are being tracked. Goals are set up and traffic from computers at the office are being filtered out
Content math
is about conversion
Social math
is about strength, sentiment, passion and reach
FB is an ad platform
when FB went public, they unapologetically became an advertising channel -u can precisely target your audience based on many factors -you can show your ads to an audience whether they like your page or not -you can spend your budget with precision -you can set reach and frequency campaigns for maximum results -FB and IG use the same ad platform
Setting Content Strategy Before Social Strategy
•At the heart of social media is the desire that every consumer has totalk about something interesting, compelling and relevant and to share that information with his or her friends. •"What makes my brand so interesting that people will want to talk about it and share it with their friends?"Notice the question isn't "What can I talk about that will get shared?" •The purpose of content strategy is to facilitate the consistent delivery of interesting stories.The end resultis that you will attract and retain the attention of the targeted audience that you want to reach. •It is possible to achieve business objectives through content strategy without social media marketing.**** However, social media marketing can help distribute content much faster and reach more people than the website alone.
Finding Influencers
•Google •IG Search •Third Party Tools •Industry Related Hashtags •Influencers that reach out •Agencies
Optimize for Paid Distribution
*Semantic Search (Contextual Search): context+ user intent = better results User Intent: Two people searching for the exact same term could have completely different results. Results could be impacted by user location, search history, social media network, and "likes,"as well as many other factors, depending on the search engine's particular algorithm. Context:Moving even further away from simple keyword-driven search and into a more holistic view such as incorporating synonyms into search, andtaking into account what other information appears on an entire site or page — to determine how relevant a result may be to the user's intended search. Better Results:"Better"results means more useful and relevant results. Search engines are hoping to anticipate user needs and provide answers, not just results
Evergreen Content
-Reformatting a blog post about the ALS Ice Bucket Challenge into an infographic or podcast about the viral event won't do much. Why? Because it is outdated and no longer relevant. -Only repurpose content that is evergreen in nature, aka content that continues to be valuable and relevant over the months (or ideally years).
Setting content strategy before social strategy
-The purpose of content strategy is to facilitate the consistent delivery of interesting stories*** .-The end result is that you will attract and retain the attention of the targeted audience that you want to reach. -It is possible to achieve business objectives through content strategy without social media marketing. -However, social media marketing can help distribute content much faster and reach more people than the website alone
Plan Fundamentals
-Understanding Your Purpose -Building the Business Case -Managing the Process
Social media marketing: objectives
-Used for brand awareness -Generating activity and discussion around a brand -Used for customer retention and/or satisfaction ex. IHG hotels
Content marketing: objectives
-brands model their behavior after that of media publishers -more about demand generation -quality content brings prospects to a brand's site where a relationship can begin to develop -Ex. Whole Foods and Home Depot
Content marketing vs. social marketing
-there is a lot of overlap however they are 2 distinct entities, with different focal points, goals and processes -typically the social networks are used to drive traffic back to the brand's site -not as containers of the content itself
The Critical Step You Need to Take Before You Get to Tactics: Build Your Content Marketing House on a Strong Set of Pillars
Anyone who's articulate, energetic, and convincing, they can make any or all ofthese ideas sound like the perfect thing to do: •Compare and contrast your products or services against the competition •Write articles about the goings-on in your industry sub-niche, with humor and snark •Create videos that show off your customers, giving their stories the spotlight •Offer nothing but coupons, offers or discounts
YouTube founders
Chad Hurley, Steve Chen, Jawed Karim
What is Content Curation?**
Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.
Snapchat Revenue Model
How do they make money? •Snap Ad or Top Snap typical advertisement that prompts you to swipe up. Snap story or discover tab •Story Ads in its Discover section and splits revenue on ads sold alongside that content with those publishing partners •Sells sponsored photo filterswhich seem to be popular with political candidates •AR Lenses creates interactive moments through augmented reality :In Q3 2019, it cost $673 million to generate $446 million in revenue. Free cash flow is NEGATIVE $84.1 million.
Fifth Stage: Marketing Automation
In the final stage of evolution, you are connecting your marketing systems with your sales systems. Marketing is being integrated into all parts of the business. •Marketing automation: The tools are in place to help you manage leads from their first visit through to the end of the sales process. Integrated systems like HubSpot and Marketoshow detailed information for each contact (which emails did they open? which pages did they visit?) •E-commerce integration: For product companies, e-commerce integration syncs your website with inventory, ERP, and accounting systems in real-time.
twitter founder
Jack Dorsey and Biz Stone
Yelp founders
Jeremy Stoppelman and Russel Simmons
channel experience
Just as you produce videos that you hope will retain viewers' interest for the duration, you will also want to create an experience that drives viewers' completion of a video to their watching more content from your channel.
instagram founders
Kevin Systrom and Mike Krieger
Kevin Systrom and Mike Krieger initial flaws -no really good way to build audience -no built in analytics
Know your audience
Knowing who your buyers are is great, but understanding *how and why they consume content* will help you truly and effectively engage them from an unknown prospect to an evangelist for your brand.
Determining Campaign ROI
Last year the average influencer marketing campaign received $6.85 in earned media for every $1 spent. Brand Awareness - Track Impressions, Engagement, Increase in Brand Mentions Follower Growth - Track Increase in Follower Count Web Traffic - Unique trackable links so you can monitor performance Content - Figure out how much you would have spent on professional photo shoots and determine if you are better off Direct Sales - Coupons and trackable links to measure
Editorial Plan
Maps to Global Editorial Calendar •Cadence: three posts per day •Tone: Friendly, funny and with a tongue in cheek attitude •Call to Action: Click through to the blog •Structure: 10-20 wordpost, plus pictures and a "conversion link"
Third Stage: Email Marketing
Once you're publishing, move into the promotion era immediately. It's time to use tools beyond your website. It's time to use email marketing to promote content. •Email marketing templates: The template matches the overall look of the website. Send using an email service provider (ESP) such as Mail Chimp or Constant Contact. The reports make it easy to track opens and clicks, but the tracking doesn't stop there... •Google URL Builder: Tag links from emails to the site. This segments traffic from email campaigns inside the Analytics. Now you can see how visitors who click through your emails are engaging with the site. •Newsletter sign-up: As you evolve, you need to keep extending your reach by growing your list. You may need to adapt your site by upgrading the sign-up form to capture audience interests.
Connecting and Negotiating
Reach out: •Like follow and comment on their stuff Make a proposal: •Explain why you want to work with them •Outline yorucampaign objectives •Clearly describe what you want them to do •Tell them what you will pay or give them: •Exposure- offer to feature them on your branded channels •Free Product - let them try it but your going to have to pay too •Long-term relationships - the most valuable thing you can offer
Second Stage: Blog
Ready to move into content marketing •Blog: The site is now more than an online brochure; it's a platform for publishing. Call it news, announcements, commentary, op-ed, or just "our latest thinking," but the site has a blog, and your organization is committed to posting on it consistently. •Keyword research: Gradually, as you write more, you learn to align topics with keywords. You focus on topics and phrases that people are searching for and that aren't overly competitive. •Commenting: Your blog is a social space. The posts spark conversation, readers comment, and you respond.
How much does it cost?
The cost is what you need to pay staff, technology & tools The cost of content marketing compared to paid search (often cited as most effective) -31% less expensive than paid search for mid-size organizations -41% less expensive than paid search for large organizations
What exactly is content marketing?
The strategic marketing approach of creating and distributing *valuable, *relevant, and *consistent content to attract and acquire a clearly defined audience-*with the objective of driving profitable customer action.... -we don't create content to be funny or liked -we try to provide consistent content to our audience with the idea there is some sort of conversion •Instead of pitching your products or services, you deliver information that makes your buyer more intelligent •The essence of the strategy is the belief that if we deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty***
Listening
There are two parts of any conversation: talking (your content) and listening. Not only do you need to set up listening posts, but you also need to figure out how to respond to the conversation.
Joe Pulizzi
There is nothing wrong with traditional marketing approaches. In many cases, they still work. But as each day goes by, traditional marketing is less effective. It's harder to buy eyeballs and interest. Today, our "advertising" must be so interesting that people don't consider it advertising. That's where the magic can happen.'
Priming
When respondents viewed branded influencer content prior to seeing a non-influencer ad for the same company, their reaction was often more positive ("approach") compared with those who had not seen an influencer ad beforehand.
channel optimization
When setting up and optimizing your channel page, you should be thinking about visual branding, channel metadata, and channel organization.
Fourth Stage: Social Media
You're now standing tall, moving faster, seeing farther. In this stage, your business is actively making useful connections through social media. Here are your new essential tools: •Online networking: You are finding relevant people on Twitter and LinkedIn and developing research skills. When possible, you move the conversation to email, phone, and face-to-face meetings to strengthen those connections. •Social promotion: As your network and influence grows, tweets and posts begin to drive real traffic. Gradually, you're learning which networks give you the best results. With focus comes efficiency. •Scheduling: You're using a tool such as Hootsuite or TweetDeck to schedule posts in advance, helping you to do more with less effort. •Social listening tools: Thanks to tools like Sprout Social and Buffer, you fully aware of the conversations around you. You are hyper-aware of how you and your competitors are perceived.
YouTube Analytics
YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming. Find the 'Story' Behind Peaks and Changes Viewership - Identify and analyze your most viewed days, weeks, and individual videos to understand why they were so successful. Subscribers - Examine the dates or videos where there was a high gain or loss of subscribers to learn more about what resonates with your audience. Watch-time or Time Watched- Provides viewer watch-time on your channel and on a per video level. Traffic Sources - Understand how viewers discover your content at a channel and per-video level. Annotations Report - Assess the click-through-rate (CTR) at the channel-level to understand the overall effectiveness of your strategy. Demographics and Geographics - Optimize for international audiences by identifying the countries where your content is popular.
Content Marketing
the focus is actually on a brand's proprietary domains (website, blog, forum, etc.) -the context of the website permits much longer forms of content: -blog posts -videos -infographics -eBooks -brands model their behavior after that of media publishers
social media marketing
the focus of the activity is located within the networks or platforms themselves. Campaigns run on FB, Twitter, etc. -content is built to fit the context of the chosen social platform: -140 characters for Twitter -contest, quizzes and games for FB -brands model their behavior after that of the individuals using the social network
LinkedIn page strategy
•Attract followers and leverage status updates •Write company and product or service descriptions with SEO in mind •Add a link to the landing page or embed a video. Use all LinkedIn features and functionality to tell your company story, improve search rankings and build audience
linked in
•B:B Social Platform •Personal Networking Platform
Influencer Marketing Objectives
•Brand Awareness - Less expensive than traditional awareness campaigns; builds trust •Follower Growth - Consumers are more likely to follow a brand on IG if their favorite influencer follows it •Web Traffic - It's really hard to get people to click through with branded traffic. Influencers help through authentic content. Often just for later consideration. •Content- Authentic influencer content generates up to 8x branded content engagement •Direct Sales - According to Twitter, 40% of people admit to buying a product after seeing an influencer use it on social media. •Remember one objective per campaign
Business goals of content marketing
•Brand Awareness or Reinforcement •Lead Conversion and Nurturing •Customer Conversion •Customer Service •Customer Loyalty/Retention •Customer Upsell •Passionate Subscribers
•Business goal for Twitter is to connect to what people are talking about right now. •Connect in context because engaging with real-time Tweets can influence conversations in a way that can help build business. •Listen & Learn (to the competition) •Twitter should not be used only as a way todrive links back to the website •Twitter is a conduit for Customer Care Current Stats: 500m Tweets per day 145 million monetizable daily users $22.5 billion valuation
YT programming
•Captivate the Audience •Calls to Action •Regular Schedule •Playlists •Tent-Pole Programming •Channel Experience
The Content Marketing Team *******
•Chief Content Officer / VP of marketing: This person is the "chief storyteller"in your organization, with the vision. •Managing editor: This person is the "day-to-day storyteller" who is responsible for managing the daily details and schedules. Oftentimes, he works with others to create the content. •Content creators: These are the sources you mine for content as well as the writers who bring the stories to life.* •Content producers: These are the designers who make the content beautiful. •Chief Listening Officer: This person is the "air-traffic control"for your social media and other content channels. They are there to listen to the groups of customers, prospects, influencers and competitors.
tiktok
•Considered a security threat because of the popularity with armed forces and ability to convey location, image and biometric data. •ByteDanceis by law, unable to refuse to turn the data over to the Chinese Government. •In 2018, ByteDance'sfounder and CEO Zhang Yimingissued a letter stating that his company would "further deepen cooperation" with Communist Party of China authorities to promote their policies. •In December 2019, the Navy and Army banned TikTokfrom all government-issued devices; Australian Defense Force also banned TikTokon devices as well. •In February 2019, the FTC fined ByteDance$5.7million for collecting information on children under the age of 13 (COPPA Laws) •Now there is a kids only mode where it blocks uploading of videos, building of profiles, DM and commenting - kids can still see content
How do they access info?
•Do they attend events? •Do they like email newsletters? •Do they access content online or via a mobile device? •Do they get most of their information during work hours or at home? •Do they get their information through word-of-mouth from their business community? •Does advertising play a role?
Adding Content Marketing to the Marketing Mix
•Focus on producing high-quality** (not high-quantity) content that engages audiences and motivates them to take action. Content should be strategic, brand-centric, buyer-persona focused, optimized for search engines, technically sound, creative and results-driven. •Start small and be focused •Zero in on a target market segment*** and truly understand the personas within that target: pain points, issues, preferences, needs, etc. •Once that foundation is there, you can begin to create content that addresses these challenges and opportunities.
Understanding the Value of content marketing
•Gather all marketing content, print and electronic (make printouts) and place them on a conference table. Include brochures, newsletters, blog posts, reseller information, etc. •Ask yourself, "Is this content more about customers'pain points or more about the company and how great the products or services are?" •Ask yourself, "Will people share and spread this information in social media? Will they talk to their colleagues about it? Will they search for it? Will they become so engaged in it that they will friend or follow the company?"
LinkedIn for Small Business
•Grow your community of followers •Engage employees •Convert current customers to followers •Participate in Groups •Create your content stream •Demonstrate value •Post frequently •Mix content formats •Encourage followers to engage •Dive into comments
KPI vs. Metric
•KPI's are "goals" that align with your plan •Goal is to get 1,000 FB subscribers from the contest •Metrics are the results •How many subscribers did we get from the FB contest?
Channel Objectives
•Map objectives of the marketing plan (goals) to the engagement cycle •A channel's primary objective may be to "drive to" another channel •Channels may have multiple objectives - campaign level vs. overall reason for being on the platform NOTE: Usually you are trying to balance campaign goals with "audience building" goals
Personas Addressed
•Map objectives to personas •Map channels to personas
Content Plan
•Map the channel to the story •Facebook Content Plan: •Contest •Media Buy •Twitter Content Plan: •Drive to FB Contest •Buy Trending Topics •Consider Context •Short form content for mobile audience (Platform)
Management process
•Methods and processes for listening/monitoring and responding
•The Tools
•Planning Calendar •Content Questionnaire •Buyer Persona •Editorial Calendar
YT playbook
•Programming •Optimization
7-step channel plan
•Situational Analysis •Channel Objectives •Content/Conversational Plan •Metrics •Personas Addressed •Content Management Process •Editorial Calendar
Build With Strong Strategic Pillars
•Step One: Business Objectives and Marketing Tasks •At a minimum decide the basic marketing task you have at hand: direct sales, lead generation, public service announcement, donation drive, loyalty and retention, etc. •Step Two: Seek the Sage •Find the person in your organization who knows the most about your customers - what they want, what they need, what their issues are. •Get the honest answers to these three questions: •What are the top 5 barriers your customer have that get in the way of your primary business objective? •What are the top 5 "a-ha!"moments your new customers have? •What are the top 5 questions your prospect or customers ask during the shopping process? •Step Three: Back It Up •Support the Sage's intuition with independent research and actual data •Step Four: Plotting and Diagramming Fun •You should start to see commonalities •Summarize the group in a statement like "they need to know that we're the best option for them"or "they need reinforcement from peers before they'llbuy"or "they have to understand the problem before they'llhear about our solution."Out of these statements will come your pillars. This is not a perfect system. There are shortcomings to this approach: Lack of prioritization: which pillarsand tactics should you focus on / invest in first? Lack of granularity: each of your personas will want/need content from your pillars in different volumes and degrees Lack of flexibility: some of your content ideas are inherently going to be "cross-pillar"
How to Develop a Content Strategy
•Step One: Identify what you already have (Inventory/Audit) •Give every piece of content you can put your hands on a specific inventory number in a spreadsheet and categorize it •Step Two: Who Are You Trying To Reach? (Audience Definition/Personas) •Remember What you or your team find personally motivating/interesting/persuasive is not likely to be the same as what drives your customers and prospects.
•The Team
•The Content Marketing Team •Critical Positions & Salary Information •Essential Skills for the Team •Personality Types for the Digital Communications Team
Personality Types***
•The User Advocate - The one person who circles the conversation back to the unique needs of each user. •The Cheerleader - The person who provides encouragement, even in the face of what seems like an insurmountable problem or even failure. •The Cynic - He's the one in the meeting who rolls his eyes, always asks questions, presses the point. He's incredibly useful, though, because you'd make mistakes without The Cynic. You'd start living in the clouds, instead of tackling the weeds. •The Risk-Taker - She believes more is more, and isn't always thinking about the consequences of major decisions. The value of The Risk Taker is that she pushes the team forward. She lets you see what is possible and is not afraid of making mistakes. •The Analyzer - Different from The Cynic, The Analyzer believes in data, statistics and demonstrated facts. She'll consistently bring you back to your strategy by looking at proof that you're doing the right thing.
Audience
•Understand Your Audience •Create Personas •Schmooze Influencers
Strategy for Brand Awareness
•Use as many micro-influencers as you can afford •Consider a small network of celebrities •Clear messaging and dedicated posts •Biggest pay off: Long-term ambassador program
Build Personas
•WHO is the persona? What traits characterize her? •WHAT roles does she play? What does her typical day look like? •WHERE is there a gap in her needs/wants (beyond our products/services)? •WHEN does she need to close this gap (i.e., where is she in the purchase funnel)? •WHY would she care about us, as a company (aside from our product)?
Defining Influencer Marketing Objectives
•What are we trying to accomplish? •How will we measure success? •What type of influencers do we want to work with? •What type of consumer are we trying to reach? •How will this work with other marketing activities?
Situational Analysis
•What channels do we already have in place (Do not create new channels to maintain for every piece of content or campaign you create.)? •Is our audience on those platforms? •Where else might we want to be? •What must change (add a blog, revisit our web strategy)? •What must stop (divert resources from Facebook to somewhere else)?
Identify the Target Audience
•Who is our content meant to reach? •How can we provide value to them beyond our products and services? •How can we use our content to support them through their buyer's jouney?
Yelp
•Yelp connects people with great local businesses and Yelp Business Accounts allow businesses to share information with the Yelp Community. Simply put, it's word of mouth - amplified. •Over 184 million reviews worldwide •Over 92 million mobile users per month and 178 million overall visitors monthly •45% of customers are likely to check Yelp reviews before visiting a business •35% of people searching on Yelp will make a visit to the site they check within 24 hours •Yelp makes money by selling ads to local businesses - you'll see these clearly labeled Yelp Ads around the site