Instructed by Jennifer Kane.

1. Best Practices for Integrated
Content Marketing and
Social Media Marketing
Jennifer Kane
President
Kane Consulting

2. Content Marketing
vs.
Social Media Marketing

3. Content Marketing
Mothership
Digital property
you own, like…
The
Mothership
Website
Microsite
Content Community
Blog
Use for
client/customer
interaction, demand
generation, lead
conversion.

4. Twitter
Social Media
Marketing Satellites
Digital property you
rent/hang out at, like…
LinkedIn
Mothership
YouTube
Facebook
Twitter
Facebook
Google Plus
Pinterest
LinkedIn
YouTube
Use for brand
awareness, customer
service, relationship
development.

5. Audience reaches you
directly or touches base
further out in space.
Twitter
LinkedIn
Mothership
YouTube
Facebook

6. Content is
your tractor
beam.

7. Five Best Practices to Integrate Content Marketing
and Social Media Marketing:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

8. Best Practices:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

9. Identify a tone for your brand.
Admirable
Quirky
Bawdy
Gregarious
Satiric
Wise
Sympathetic
Confident
Sardonic
Snarky
Motivational
Comforting
Challenging
Austere
Solemn
Worldly
Humble
Sassy
Direct
Playful
Curious
Loving
Ironic
Admiring
Strong
Jocular
Cynical
Jubilant
Sentimental
Whimsical
Complimentary
Reverent
Optimistic
Benevolent
Serene
Nostalgic

10. Think of a character/persona to help
remind you of that tone.

11. Make sure your company’s “actors”
know their “character.”

12. Once upon a time there
was a company…

13. Best Practices:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

14. Editor in Chief
Managing Editor
Special Projects
Editor
Art Director
Copy Editors
Freelance
Photographers
Photographers/Photo
Editor
Internal Content
Contributors
Freelance
Videographers
Multimedia Editor
Guest Bloggers
Freelance Designers
Designers

15. RESEARCH/ANALYSIS
Objectives
Personas
Keywords
Existing
Content
Social Data
KPIs
IDEATION PROCESS
Marketing
Customer
Service
Sales
Customers
Social
Crowdsourcing
ORGANIZE CONTENT IDEAS
Type
Topic
Medium/Media
Target Audience

20. Best Practices:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

21. Twitter
LinkedIn
Mothership
YouTube
Facebook

22. Solicit
user-generated
content.

23. Crowdsource
Ideas.

24. Monitor your
keywords.

25. Co-create
content.

26. Capitalize on your conversations.

27. Best Practices:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

28. Twitter
LinkedIn
Mothership
YouTube
Facebook

29. Make them stop and stare.
Source: El Pianista, via Flickr.

30. Make them talk.

31. Make them engage and
share.

32. Make them
proud.

33. Make them want to get behind the velvet
rope.

34. Best Practices:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

35. Where do you want
them to go next?

36. You could measure…
•
•
•
•
•
•
•
Number of global mentions.
Change in sentiment.
Share of voice over competition.
Web traffic from social channels.
Keyword-rich mentions.
Volume of content shared by others.
Conversions: conversations to leads, leads to
clients/customers.

37. INTERNAL FEEDBACK
Marketing
Sales
Customer
Service
PR
Community
Manager
EXTERNAL FEEDBACK
Social media monitoring
Surveys/Polls
Comments/Likes/Shares
INTERNAL METRICS
Clicks/Downloads
Media Coverage
Sentiment
Lead Generation

39. INTERNAL FEEDBACK
The analysis and
measurement
informs
decisions back at
the top of the
pipeline and the
whole system
repeats.
EXTERNAL FEEDBACK
INTERNAL METRICS
RESEARCH/ANALYSIS
IDEATION PROCESS
ORGANIZE CONTENT IDEAS

40. Move The Needle

41. Conduct a content audit, across
silos.
Move The Needle

42. Best Practice Takeaways:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

43. Thank You
Jennifer Kane
www.kaneconsulting.biz
jen@kaneconsulting.biz
@JenKaneCo