This document discusses creating and running effective marketing campaigns through content. It emphasizes that having a social media plan and tools is just the beginning, and content is what drives campaigns. It outlines five key things to remember, including treating it like a marathon, planning strategically, having the right team, and distributing content widely. The document provides questions to consider for campaign goals and gives tips for conducting audits, creating the right types of content, and determining where to share it for maximum reach.
2. Having a social media plan and the
tools to publish and analyse your
efforts are essential to begin with, but
what happens next? This talk will focus
on creating the content that drives
your businesses’ campaigns.
(c)Tamsin Hemingray 2011
3. Five things to remember
• It’s a marathon not a sprint
• Content is everywhere
• You must have a plan
• You need the right people to create and
manage content
• Content needs to be where the people are
(c)Tamsin Hemingray 2011
4. Five questions to tell you how
• Why?
• What?
• When?
• Who?
• Where?
(c)Tamsin Hemingray 2011
5. IMAGE reproduced via a CC licence, created by Flickr
user Mai Le
(c)Tamsin Hemingray 2011
6. Campaign thinking
Christmas
Valentine’s Day
Halloween
Easter Summer sale
Back to
school Benefit
(c)Tamsin Hemingray 2011
7. Why?
• Conversation in
social places
never stops
• Content
production has a
lead time
• You can only really
learn what works
by testing and
trying
(c)Tamsin Hemingray 2011
11. Do a content audit
• What do you already have?
• What are you capable of producing?
• What is missing from your network?
• What do people want?
(c)Tamsin Hemingray 2011
12. Create the right content
Blog post White paper Ebook Video Newsletter
Real world
Game Competition Voucher code Useful tool
event
Case study /
customer Q&A Interview Quiz Infographic
testimonial
Research
Workshop Map Checklist Advice
findings
(c)Tamsin Hemingray 2011
13. About the right things
What you What other
Data Events
think people think
News People Ideas Changes
Trends Innovation History Problems
Fun Entertainment Sport Work
(c)Tamsin Hemingray 2011
15. IMAGE reproduced via a CC licence, created by Flickr
user Dave Sandford
You need a plan
(c)Tamsin Hemingray 2011
16. What does a content plan look like?
[It isn’t something that you can
show on a powerpoint slide . . . ]
(c)Tamsin Hemingray 2011
17. Blatant plug
Email me at:
tamsinhemingray@gmail.com
and I can send you a template
content plan
(c)Tamsin Hemingray 2011
18. What
shapes
the plan?
(c)Tamsin Hemingray 2011
19. What are your ingredients?
• Your business goals
• Your customers’ needs and interests
• Realism – how much time and budget have you
got?
• Ideas and creativity
• Things you want to test out
• Which networks do you want to be most active
in?
• What can you create yourself? What can you
curate from elsewhere?
(c)Tamsin Hemingray 2011
20. Use the Google Insight tool
• To help plan when to talk about things
http://www.google.com/insights/search/
(c)Tamsin Hemingray 2011
21. Use the Google Keyword tool
• To understand the language that people are
using to make your content easier to find
https://adwords.google.com/select/KeywordToolExternal
(c)Tamsin Hemingray 2011
22. Get the right person to do the job
Has KPIs
directly
related to
content
Has a great
Manages the
network
plan
already
A Content
Editor and
Community
Manager
Isn’t afraid
Has the time
of social
to do it
media
Can write
and edit
(c)Tamsin Hemingray 2011
23. Where will you put your content?
Attention does not
flow evenly through
the web
(c)Tamsin Hemingray 2011
24. The M&S Dinosaur
• In the letter to Bill: 1 person
• On Bill’s blog: 100s
• On M&S blog: 1000s
• On Guardian / Daily Mail:
10ks
• On Twitter / Facebook:
100ks
(c)Tamsin Hemingray 2011
28. Five things to remember
• It’s a marathon not a sprint
• Content is everywhere
• You must have a plan
• You need the right people to create and
manage content
• Content needs to be where the people are
(c)Tamsin Hemingray 2011
29. Thank you for listening
tamsinhemingray@gmail.com
contentmalcontent.posterous.com
(c)Tamsin Hemingray 2011