Content & Community, Why one won't work without the other.

The slides from a talk I gave at the Content Marketing Association's Digital Breakfast at this years Festival of Marketing at Tobacco Dock in London

Transcript

1. @kimlovesstuff Content & Community (Why one won’t work without the other)
2. @kimlovesstuff What ?
3. @kimlovesstuff What do your community want? What do you want to tell them? S w e e t s p o t IT MUST BE MUTUALLY VALUABLE !
4. @kimlovesstuff Useful Cute Funny Interesting
5. @kimlovesstuff What do I need? • A good community manager • A designer (or get good with Canva) • ALL THE METRICS! (and the data too) • Creativity • To add value!
6. @kimlovesstuff Before you create,think about; • Who am I hoping will share this? • Where am I going to post this ? • When are they most active ? • What have they responded to in the past ? • Are they mostly accessing on mobile/tablet or PC ? • How will I measure this/which analytics platform will I use?
7. @kimlovesstuff Don’t forget about colour! • It’s not just about how what your content says • Certain colours work better on different channels • Blue is the world’s favourite colour • Primary colours help a CTA stand out http://socialmarketingwriting.com/large-version-incorporate-colours-visual-social-media-strategy/
8. @kimlovesstuff Know your technicalities • Is this content appropriate for this channel ? • What are the right pixel dimensions for each channel ? • Am I using /Can I use hashtags ? • How will this integrate with other channels? • Will Twitter cards help ? • What should I be measuring ? http://sproutsocial.com/insights/social-media-image-sizes-guide/
9. @kimlovesstuff Creating great content is only half of the process….. Then you’ve got to get it shared!
10. @kimlovesstuff Before you post, consider; • How many times and when am I going to post this ? • Can I make it any shorter/easier to understand • Is the tone of voice appropriate for brand and channel ? • How can I minimise the risk factor ? • Is the CTA clear ? • What tool am I going to use to share this ?
11. @kimlovesstuff What do I measure? • Shares/RTs/Repins/Reblogs • CTR • Reach of post/reach of community • Favourites • Wordpress jetpack metrics • Hashtag tracking
12. @kimlovesstuff Once you find a formula that works, use it, constantly evaluate it, and build upon it.
13. @kimlovesstuff This was @GOVUK’s most popular piece of content ever. Creating content that was shareable as government required a whole different set of rules. After much time and testing we found a formula that worked. Give people helpful information that doesn’t require a click through.
14. @kimlovesstuff #StartAtGOVUK
15. @kimlovesstuff kimtownend.com THANKS! Any questions?