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June 10, 2015

111: How to Create a System for Your Content Marketing

111: How to Create a System for Your Content Marketing

After talking with people all over the world about social media, today Neal is talking about content. Yes, content is important, but with an oversaturated market, it’s important that the content you are creating and sharing is legendary! So why not leverage successful content you’ve already created and used in the past? This week is all about why you shouldn’t be scared to repurpose old content, and how to best go about using what you’ve already got.

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Shaper Everybody, this is Neil Schaefer and welcome to another episode of Maximize Your Social. It was a crazy May, and that's why this podcast is delayed a little bit. I was actually speaking at 10 different events in May in three countries, including Bucharest, Romania, where I spoke for five hours and Social Media sort of like an hour and 1/2 keynote on the latest trends concepts followed by a four hour workshop on the social media platforms. And as I listen to my voice now, I realize that my voice is finally getting back to semi normal. And probably if I listen to my last three pod Castillo, you'll hear a difference out. You know, I always try to record these when I'm on the road. My apologies. I couldn't get when you in Bucharest. It was a pretty amazing place. The workshop was attended by I don't know about 125 people from brands like Carrefour, the famous front supermarkets, orange, the telecommunications mobile provider as well as agencies as well a small businesses as well as social media professionals, a freelancer. So it was. It was really great events, and obviously when you look at social media around the world, it tends to be Facebook centric. In most countries that are just developing. Obviously, Facebook is the number two number three most popular website. Wherever you go in the world, it seems, with the exception of some Asian countries, I digress. But clearly everyone, there was really Facebook centric Twitter, LinkedIn, instagram, Pinterest. They're sort of out there, but not nearly as popular. Obviously and, you know, paid social is an important part of what these brands were doing as well. So it was really, really interesting to get a feel for the market there. And I think that, you know, if you're in one of those countries, you know, it's really hard to compete on Facebook when all the big brands on Facebook, obviously, But you know, you always want to keep your eye on those other networks and see where your community is, and you know. After Bucharest, I went to the United Kingdom and Liz Ozzy on a great person follows. She's based out of London. She got a little get together together, but intended and everyone that was at her get together. Maybe that was because it was part of her community. I don't know. It was really in the instagram. And I think you can agree once you begin to use Instagram personally. It's a lot of fun, right? It's on your smartphone. You take a picture, you check out everybody else's pictures and one of the people coming. Actually, she wanted to focus on Instagram as being her competitive advantage or just a way of differentiating herself in the world of social media marketers. And the same thing can work for brands. And there are ways to engage in instagram. And I'm gonna talk about that in future podcasts. I know. I say that a lot. I gotta listen. I got to go through all my transcripts and, you know, take count of where I said I was gonna do in the future. It's related. Everything I've talked about today I want to talk about content and, you know, we know that social media marketing is not content. Marketing content in of itself is its own art. But in order to engage in social media, which is part content, part communication businesses need content, right? And the content needs to be in different formats in different lengths, different mediums, depending on the network and obviously our objectives. So today is really to get you thinking about that content. Now, there's a few different approaches we can take here, and I'm gonna start. Okay, I'm gonna do my traditional approach, but I'm gonna first start with a really, really good comment or I should say, quote or post that came out since my last podcast. It came out from Rand Fishkin over at Mas mas has been one of the leading tools for S E O. But you know, they've added social. If you've ever used Follower wonk, which used to be a standalone Twitter analytics tool, Mas bought them out. They have a lot of great Web seo social tools now great side. I think it's like $99 a month subscription plan, but needless to say, there really, you know, a great site with a great to integrate block and ran to sort of, you know, the chief officer there. And he's a great blogger. And he does these White Board Friday's where he talks in a video with a white board and sort of sketches out his ideas. And he put on one recently about content, and it's time to end the era of good contents and what he meant by that. It's a provocative title, and all content needs a great title, so he definitely has it down there. So when you start watching the video of reading the transcript, what he's talking about is everybody's doing content marketing today. Everyone, really. There's so much content out there. And the more brands realize they need to do that is not only for content marketing, but as part of their social media. Obviously, you have a supply and demand, and there's just so much supply. But there's limited eyeballs, unlimited news speeds right and limited Google search results. Everyone wants to get to page one. So what? Rams same was good. Content is not enough. Stop spewing out Good content. The content almost needs to be a legend. Wait for it. Dairy. Hopefully you enjoyed that. I I unveil that of my first speech at Social Media campaign in Victoria, British Columbia, recently. For those that were there that are listening, that was a lot of fun. But anyway, it has to be legendary. It has to be epic. And what Ran says is look at like the top Google search results and basically find content that that's up there like the number one result. And if you can't do anything better than it and what he says, if if you cannot do something that's 10 times better than that content don't. So, as socially marketers were always in this for lack of a better word, we're always in flux as to we need to stick with a certain calendar and create a certain amount of content for minimal engagement. But on the other hand, we only want to produce high quality content, and I, for one, have been trying to get out of the well need to block X times a week. And although I tried Theo and the podcast is the same, you know, I do try to stick to the ones we podcast. Obviously, I miss down in a week last week, and that's because you know, if the content and the time is not there, don't just do it for the sake of doing it, and it serves as a good reminder. Now. This is like your primary content, right? We have primary content, secondary content. Primary content. Is your block content, its content that leads people to your website. Okay, it could be infographics if it's linked to content on your website. When people clicked on Pinterest, they get to your website or it's branded well enough so that when it's shared on social media, it old drive people to want to go to your website. That's what I mean when I talk about primary contact. When we get above and beyond social media market and we talk about content marketing, we get some other things, like in a white papers and e books and things you can download and live events Webinars and Google plus hangout in the whole bet, I guess Google plus hangout. So now it goes back into the social world, webinars being that sort of traditional content marketing in the non social world. So there's obviously a lot of things we can do and what I want to begin with is you know, I want to begin with my process and I'm actually working with a few clients right now going over this process of just making sense of all the content that you may already be doing this. And if you've been listening to a podcast this, like episode number 100 seven or eight or nine or something. I've been talking about this for a while, so you're probably already doing. But even if you are, I want you to take a step back. And first of all, I want you to look at what you have. Ah, lot of companies have a lot of content that cannot leverage. I don't want you to reinvent the wheel. You know, probably the topic of my next book, which is undecided, or you'll see a few free E books coming for me. Hopefully, next few weeks. At least one of them is about the process of social social media operations creating a social media system that makes sense. Part of the system is we wanna have minimal effort to create the best and most awesome content. One of the ways we do that as we repurpose, we leverage what we have. If you have podcast that you haven't repurposed in the block post, maybe a block post that you haven't repurposed the linked in block post. Maybe you have newsletter content. Maybe have content from a few years ago that is still evergreen in some industries, right that you can repurpose mean. I see Google search results sometimes from 2000 89 10 11 and it's still relevant because it's evergreen, and that's what evergreen means. It's It's 45 years later if your consumer brand the same thing. That recipe for you know, lemon Strawberry margarita that was a hit at the Super Bowl four years ago could be a hit today, right? So it's really about asset management and going in and cataloguing all of your out sets, setting them up for re purpose ing and then having a system in place that allows you to continue the repurposing of that almost automatically in terms of a process. Now, when you do that, if there's not so awesome content, don't repurpose it. I'm only talking about the good stuff, right, so you don't need to do all of it, but it's gonna help, but it's the first step in creating an infrastructure and a process that's gonna help you going forward. And when you go forward, you plug everything you do into that process, right? So that's sort of the infrastructure. There's also the strategy. One of the things I like to do with strategy is I will literally go to Buzz Sumo, and it's a great tool. If you don't know about it, Buz Z s, u M O and I will plug in the key words that I'm looking at. What are the most shared posts in social media? For certain key words you're going to see Stop different on Facebook and Twitter, the Lincoln and Pinterest? What's your community? Maybe if it's Ah, Facebook specific Post. You'll want to look at the Facebook shares if it's more specifically linked in demographic. You wanna look at the linked in shares, but it's going to give you a really, really good sense as to what is popular. I'm all about data driven social media marketing, and they provide you a lot of data now, specifically the Facebook and I won over this with a client. This morning we can go to a product a tool for lack of a better word called post planner and Post planner allows us to do this inside of Facebook, looking at photos, links, they also status update ideas. But on the photos and links. Weaken once can get an idea using their algorithm as to how they rank the Vier ality of different things and Facebook. But it's gonna give us a really, really good idea, and we may see things differently than we see on Bus Simo. Obviously, Google search results is another one, right, putting the key words what showing up there and with Google Plus. And obviously the results of UC may not be the same that I see. See, you probably want to log in incognito. And if you don't know how to do that, just look it up on Google and you'll figure out a way to do it. But that's going to give you an idea as to, and you know I should take a step back here and part of the terms of strategy. And whenever I read a social media strategy, we always talk about keyword strategy as well. And the key words you're looking at here for your content are different. I had this conversation just a little while ago this morning. The keywords for the content are different for the website. I am a social media speaker. I am not blogging about social media speaking. Right. Buffer makes a social media tool for scheduling posts. They don't write blawg posts about social media tools. Although sometimes they dio their blood post about how to be better at social media, social media, productivity, social media efficiency. So it's not about those s c o keywords. Like for me, social media speakers, social media consultant, whatever it might be social media author, those air links that we can put in different profiles around the web. And sometimes we put it in the byline of our posting. Right? Maybe sometimes we can fit it in. You know, last week, as I did a social media keynote speech, you know, hyperlink to the event I spoke at you add those in, but we're talking about the content. People are searching for the content in order to find you. Right. So what are those content keywords gonna be that fit into your content? Marketing Your block posts the content that you share in social media. It helps you both curate as well a share relevant things that help you build a stronger brand so that when you do post your own content, you have a greater chance of having a bigger community and getting Maur engagement. And ideally, more traffic or whatever objective you have are working versions with that content. So that's the infrastructure. That's the strategy the execution is. There's obviously a little bit more to it, you know, above and beyond that we look at what are the categories of content or the content buckets. Right. For those of you that red, maximize your social, you should be familiar with us. How do we align all that with our content buckets? Well, this is where you come out with the old color coded editorial calendar, and you put things in priority order and you basically fill in those blanks on each day of the week so that you know what you need A post now with blawg YouTube linked in block plus Infographic, with these unique types of content, you're not gonna be creating new things on a daily basis. You're gonna be doing them on a weekly or monthly basis. But it's important to understand that you want to make content that's 10 times better than anything else out there. And that should be the single most driving factor, the secondary content that you engage with the curated content, you know, on Facebook, quote images Or you know what, whatever it might be the content that's not directly related to that. Our ally that you indicated in your social media strategy that's easy to continue to do on an ongoing basis. Right? And part of I should have mentioned when I talked about repurpose ing is also repeated the posting your own content in social media. If it's ever bring one of the reasons why I love Post Planner and I'm gonna be writing a block post about it because Post Planner has truly help me find my Facebook mojo, and it took a while, actually took a long time to find it after a concerted effort, but it's really helped me do that. And one of the functionality is that Post Planner has is the ability to repost things that you schedule in Post Planner, So post printer has a buffer like functionality. You pick the days of the week. The Times. You can also pick the type of content Photo linker status update. So when you add new photos or links or status updates, they basically go into the buffer and it automatically calculates everything for you. And then that's awesome. And it has the curation engine, which is awesome. But the killer functionality that it has is when you post something in the queue, you can decide to re cue it after it's published. Not a client that I was talking to this morning. They do a lot of news, Jackie. It's not evergreen content, its content where they want to publish it in the 1st 24 hours, and that's it. But they also are creating evergreen content. And it's the evergreen content that if you posted monthly look, you know, even for my most popular Facebook post, and I just actually published a review of Agora pulls on maximize social business where I share some of the stats so you can actually check it out and see. I think my most popular posts got 40% of my fans solid in terms of organic impressions, so that's awesome. So I have, like, 6000 fans 506,004 and I got to see it. But that's 3600 that didn't get to see it at any given time. And you're getting new fans every day, right? Or you should be. So when you look at it that way and it's the same thing with Twitter, it's almost the best practice to tweet the same thing a few times. And if you use buffer with the chrome extension and use their power schedule, which is another awesome tool, it actually suggests post now post in eight hours. Post tomorrow post a week from now, perhaps indicating after you tweet, you should tweet at least three more times. Some people do more. Some people do less. But with Facebook, don't be afraid to repost that content again. And this is where you become less reliant on always having toe create mediocre content to fit an editorial calendar and you begin to scale because you're reusing contact you, you're you're repurposing content. You're also reusing content to fill the engagement the regular engagement needs that your social media channels have, and I found it to be quite successful in all honesty, not only on Twitter, but on Facebook as well. Haven't done it as much on the other channels. But I do know people, even a Google plus that oppose the same thing twice. They'll come back maybe a month later. Give sometimes separation. And, you know, not everybody has seen all the content all the time. Even my client was saying, Hey, you know, this is news, Jackie. And it was a week old. We published it. It's been one of our most popular posts. Well, not everybody is seeing all the news within 24 hours. If you know, if President Obama said, I'm gonna declare nuclear war, you'll probably see that news within 24 hours. But for all the other things that happen in the world, you don't have to like do it within an hour unless, you know, really becoming The Associated Press or some news authority is your goal. You can wait a little while you'll be surprised with the results, so you begin to revive or to tweak your social media content marketing for lack of a better word. By following this right by first of all, cataloguing your assets as part of your infrastructure number one to creating this system of repurpose ing three, creating a system of reusing. So maybe on Twitter you don't have a drink. So it's not as important on Facebook. You really wantto get some metrics down as to your average organic reach or average engagement. And when something goes over it and the content has ever room, why not republish it again? Right? And then we have our key word strategy and content strategy, which is, you know, this is going to be driving everything that we do. And then we have the actual execution of that in an editorial calendar, which for the content should be easier once you start using the philosophy of reusing. And there's other things we can use to help a scale without our own content content. Curation. One of the easiest things that weaken d'oh, which I recommend for all my clients. You've heard the term influencer marketing influence or outreach. I just offered a tip to simply measured that was published a few days ago. You should check that out. I posted it both on my personal Facebook one'll Schaefer, as well as maximize social business, but you should take a look at some of the tips there. But, you know, one of the things they said in the article was that 60% of businesses are looking to increase their influence or marketing budget in 2015. And it's all part of leveraging the other. Those of you who have seen me speak know that as a brand, as a business, it could be lonely out there. Let's get the help of others, whether it be employees to employ advocacy, fan through brand advocacy or quote unquote influential people in our industry through influencer marketing. So one of the easiest ways you can start an influencer marketing program after you choose those people that you think are influential to your target audience is to send them social signals by sharing their content in social media. And when you share it, you shared, in a way, so it shows up as an ad mention. It shows up as an engagement, and maybe you offer a little bit more so that when they see that pop up in the dashboard, they have little respect for you instead of just someone that is retweeting everyone else's stuff without adding any original comments or content, it's gonna help you get a leg above the competition. It's gonna help you curate great contents, and you are building a report with influences as you do it. And I think that was the message of the tip that I contributed to that simply measured post that you should definitely check out. Hey, we covered a lot of ground today. As you know, whenever I talk about something like content, which was the original theme of this podcast. There's so much associated with it that ends up coming out in this free flowing conversation that I hope you enjoyed. You know, my podcast. My mission really is to provide this sort of free flowing, unstructured. I know some people do it the other way around and they'll write a block post. Then they'll sort of create a podcaster on the block post. I am the opposite of that. I create these podcasts based on my experience. They're very much in the moment in the spur of the moment when I'm working with the clients when I have an ah ha moment on a pivotal moment. These are things I want to share with you today. It was content. Thank you, as always for listening. I appreciate your comments. I know there's a lot of you listening, and I really appreciate your help if you have the time to just go out there on iTunes. If you haven't subscribed, describe and if you could write a little reviewed or recommend this to others, that would be really, really incredible. I'd be incredibly grateful. So feel free to reach out if you want me to cover anything, this podcast and wherever you are in the world, Well, first of all, make it a great June. But wherever you are in the world, make it a great social date. But everybody, thanks for listening to maximize your social. We appreciate all of your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Shaper at Neil at Maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media, c o e dot com, as well as Neil's first social media event, the Social Tool Summit, which will be in Boston on May 12 and in the Bay Area this fall. Thanks again and make it a social day