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Backing Up the Bus: You’re on Facebook & Twitter…But Business

Isn’t Growing. Now What?

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Backing Up the Bus…WTF?!• Businesses rush to jump on

social media• Often don’t stop to think– What they want to say– Who they want to say it to– aka a Content Strategy

• Key is to remember social media is a vehicle - only– It drives traffic to your

content

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Huh? What Content?!• Many skip a Content Strategy

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Questions In Your Head

• Why Should I Listen To You?• Maybe I’ll Listen…But I

Also Want to Talk!• What Are We Talking

About?• Will I Really Learn

Something?

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BUILDING YOUR CONTENT STRATEGY

The bus has stopped

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Content Strategy: Key Messages• Create 1-3 Key Messages – The will be repeated over and over and over again– Verbatim: not the time to be creative– This is how you build a brand– Basis of your content strategy

• Key Messages can answer:– Why business is unique / competitive advantage– Why you’re better than the competition– Why clients refer business to you

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Source: SocialMediaToday

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CREATING THE CONTENT

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Content Calendar• Plan ahead to reinforce

your key messages• Block out rolling 13

months of what you know

• Holidays • Seasons• Industry events /

conferences• Your vacation

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Evergreen Content

What is it?• It’s always relevant /

green• Plan: Ready ahead of

time• Have a list handy – plug

in as needed

Examples• FAQs• Case studies• Lessons learned• Recycle popular content• Guest writers• How-to guides• Q&A• Curate a list of content

from others• Historical industry info• Calendar of events

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Timely ContentTypically safe:• Industry news • Emerging trends• Data / facts • Research reports

Be careful with:• Current events• Politics• Religion

Did you know today is

“Swim a Lap Day”?

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Other Ideas• Content isn’t just words: Videos,

Photos, etc• Look to Pop culture: TV, Music,

Movies• Study other Media: Magazines,

Books, Talk Shows• Share an alternative view• Remember: Truth is stranger

than fiction

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Tips• Schedule a deadline for

yourself– Don’t procrastinate– Hardest part getting started

• Read your content to yourself – out loud

• Ask someone else to read it • Remember: It will get easier

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If You’re Still Worried…• Look at Facebook– Find a P90X fan

• It’s digital!– You can always fix

it later

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Let’s Brainstorm Your ChallengesContent

Strategy:• Key Messages• Content

Calendar• Evergreen

Content• Timely Content

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Thank you!