Here I provide an overview of my professional content marketing and social media experience. This section also covers some of the outline and specifics of this course, what you'll learn, and what you can expect to get out it. I work for a global, OMMA award winning agency called Covario.
Every marketer wants to find and utilize influencers, but we often forget the value of effectively reaching average people. If we optimize the message that we put in our content and share across social channels, we effectively reach both groups.
20-50% of all purchases are strongly influenced by word of mouth. How do we effectively drive word of mouth? Brands have to create something worth talking about. Online content is the most cost-effective way to move the needle here.
Ads and content marketing are by nature, very different, even though the lines are increasingly blurring. In this section, I explain how they differ and why those differences are critical to building effective online content. In short, people don't share ads; companies do.
I go over a list of tools here that can be really effective research tools if used correctly. It's critical to do your due diligence in the research phase to ensure you built the right content. Some of the tools include, but are not limited to Social Mention, Google Trends, BuzzSumo, Twitter Search, Flip Board, and Twitter lists.
This is a practical and straight forward example of how to use Google Trends to validate whether the content or campaign topics that you want to produce are actually interesting to people. This is a great, quantitative way to compare various topics side by side. Here I show how to evaluate and choose which topic to produce content about between Valentine's Day, Football, the Super Bowl, or the Consumer Electronics day.
Social Mention is a search engine for the social web. It includes data and content from all across the web including all of the social channels, blogs, forums, and more. It provides both quantitative and qualitative data that can be very helpful when evaluating what content topics to produce content about.
Twitter lists are an extremely powerful tool. They allow you to keep a close eye on people in specific niches when they start tweeting about some new hot topic. One of the best ways to digest this information is to funnel these lists into either Hootsuite or Tweetdeck.
Buzzsumo is a fantastic tool for identifying trending or popular content, which channels are being used to share this content most, which people are most influential about any given topic, and much more. You can also set alerts so that you can be automatically notified when certain things are posted. There is a free and paid portion to this tool.
Alltop is a great website for finding niche bloggers and blog topics. It surfaces the best blogs and sites about all sorts of different topic niches. This can be great inspiration for new content topics.
Feedly is an RSS reader that allows you to pull in content from all sorts of sources across the web in a nice and easily-consumable format. This is great because you don't have to seek out new content; it comes to you when something comes up.
Much of what we believe about brainstorming is wrong; the research says so. We have to debate, challenge, contest, and defend the ideas in a brainstorm. The environment has a massive impact on the discussion. This creative ideation process we use shapes the output in dramatic ways.
Every digital marketer wants to figure out how to capitalize on social sharing better then they are now. This is the overview of a 6 part framework that allows people to create highly shareable content in a repeatable way. This framework was developed based on psychology, consumer behavior, industry experience, and startup-like innovation. I also refer to this framework as the Content Replicator Framework.
People love status. If you are able to find a way to give people that to people they will love it, and share that status with all their friends. As a content and social marketer, you can give people awards, create a secret fore them to tell their friends, show them that they're an insider, and much more. To really move the needle here, we have to move beyond mere blog posts, Facebook posts, and content calendars.
People also love things that are exclusive. Exclusivity requires making something hard to get or rare. The more scarce something is, the more people want it. If you take that approach to the content that you develop, you'll be able to create premium and higher value content. People will be much more likely to share and talk about this sort of content.
People not only love, but desperately need useful things. You can give useful things to your customers and audience in the form of information such as in a blog post or in many other forms such as a tool. Tools that are built as software such as web apps or interactive landing pages can be hugely popular forms of content.
Few think of controversy as a good thing. However, when done correctly, controversial content can really capture a lot of attention when shared on social channels. If the article takes one side of an issue, it will resonate very strongly with those who agree with it, even those who agree with other side are turned away. Your content will be much more likely to be shared within the side of the arguement that you choose to identify with.
When we care about something, we'll share it. Emotion is a hugely powerful way to capture people's attention, and build trust. Some emotions lead to people taking actions, while others lead to inaction. Therefore, try to evoke surprise, shock, and humor, but not contentment. Evoking anger and anxiety in your content can also be very useful because they can lead to people taking an action. However evoking sadness would lead to inaction.
Everyone supports some good causes. People like to feel good by associating with some form altruism. By aligning with such a cause, your content and social posts will be more likely to be widely shared by people who support or identify with that cause.
Take some time and practice implementing the various replicators. Although each of the replicators can stand independently from all of the rest, they can also be greatly enhanced by combining multiple replicators into the same content piece or campaign. This section is best when your'e able to have a workshop with other people on your team so that you can bounce ideas off each other when brainstorming.
One of the most challenging things of producing and publishing a piece of content is navigating through an organization's bureaucracy and approval process. Doing this effectively is key to maintaing the quality of the content from concept through publication. The faster that you can go through this process, the better you'll be able to produce very timely pieces which can perform substantially better.
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