CONTENT MARKETING

X
SOCIAL MEDIA MARKETING

STRATEGIES
What is Content Marketing?
“The process of developing
and sharing relevant,
valuable, and engaging
content to target [an]
audience with the goal of
acquiring new customers or
increasing business from
existing customers”
What is Social Media Marketing?
“Social media marketing is
content marketing. It’s
made of the same things:
pictures, video, copy,
strategy, and storytelling.
The differences are the
formats of content and the
platforms.”
Content X Social – The Four Elements
Consider the four elements necessary to carry out a successful social
media marketing strategy:

1. Objectives
2. Buyers’ personas
3. Product (this includes priority, messaging and value propositions)
4. Editorial plan

So how do you create a plan around them?

 Aligning Objectives
Content and social should serve at least one or some of these:

1. Build Brand equity

2. Create and retain Don’t forget your
customers business objectives!
3. Enable sales
Translating Business Objectives to Content
and Social Objectives
The business Objective:
Increase x percent of product revenue by expanding to a new segment.
The corresponding Marketing objective:
Establish the product as the preferred choice for the audience that fits in
the new segment by building awareness and driving demand.
The corresponding Content Marketing objective:
Build awareness and drive demand for the product as the preferred
choice for the audience that fits in the new segment by creating and
promoting relevant content to relevant channels.
Continued…
The corresponding Social media equivalent:
Build awareness and drive demand for the product as the as the
preferred choice of the audience that fits in the new segment by creating
and promoting content to relevant social media channels.

NOTE: This objective is not a

strategy. The goal is to align all
departments from the business
level all the way to social media.
Audience – Buyer Persona
Defining an audience is developing a buyer persona.

“Buyer personas are fictional representations of your

ideal customers. They are based on real data about
customer demographics and online behavior, along
with educated speculation about their personal
histories, motivations, and concern”
Examples
Amparo Arrebato

Age: 23
Occupation: Dancer
Work: Feria de Cali/ The King of Mambo
Family: Single
Location: Cali. (travels a lot)
Archetype: the explorer
Characteristics: Expressive, authentic, risk-taker, inquisitive, energetic
Quote: “It's better to know and be disappointed than to never know
and always wonder.”
About Amparo
• She was nicknamed "Amparo Arrebato" (Arrebato is Spanish for "rapture"
or "fury") for her strong and furious way of dancing capable of rousing
strong sentiments both in dancers and spectators.
• Amparo was born in Cali, Colombia. As a student. she excelled in high-
speed athletics and basketball. Later she became the most popular dancer
of the annual Santiago de Cali Fair.
• Her prominence as dancer began in the 2000s, thanks to recognition
of Dámaso Pérez Prado, "The King of Mambo",[2] who invited her to join to
his dance group.
• Afterwards, the Colombian salsa duo La Derecha De Desquite[3 increased
her fame when they released their 2016 album Agúzate containing the
well-known tune "Amparo Arrebato", composed in honor of the then 23-
year-old dancer.
Her Goals:
• Become a well-renowed dancer.
• Win a first prize in the world salsa competition.
• To practice and understand new dances to create, innovate and teach.

•
Her Challenges:
• lack of funding.
• level of competition in Cali.
• Urban dances are more popular than salsa.
• Lack of artisitic residencies in dance nationally and internationally
Add the Following to “About Amparo”

• She wants to know about _________________________. She is

always searching for _______________________.
• Amparo uses keyword search extensively and subscribes to numerous
RSS feeds. She is on Twitter 24/7 and wants to know what’s trending
and what’s happening. Her mobile phone is her BFF. Getting reliable
data sources is supercritical for Amparo.
Content Topics
• Future Trends of ________
Challenges of implementing ________
Tips and tricks for ________
Review of __________
The impact of ________ on ____________
_________white paper
Social Media Channels
Value Proposition and Messaging
Focus on messaging and value propositions that help your target
audience drive your business goals. You should develop a value
proposition for the following areas:
1.Event specific
2.Product specific
3. Discount specific
4. Editorial-topic specific
5. Solution specific
Continued
Understand how your buyer persona will benefit, and what the most
compelling messaging for them is depending on their persona. It could
be one of, or a mix of the following:
1.Monetary
2.Emotional
3.Productivity
4.Rational
Take your determinations on the benefits most important to your buyer
and answer the following questions to develop your value proposition:

• Product-specific: what benefits will the reader receive if they use

_______________?
• Event-specific: why do they need to attend ________?
• Discount-specific: Save ______ and be ________.
• Editorial-topic specific: They want to learn or be educated about
__________ so they can ____________, _______, _________
• Solution specific: Help them solve _________ so they can
______________, _________, _________
Editorial Strategy
Brainstorm content topics that align with the messaging you’ve just
developed. We recommend mapping the content you plan on creating
through to stages of the buyer’s journey.
Here’s an example for a boutique hotel in the U.K.:
Other ideas…
• There are several other places your content topic ideas can come
from:
• Branding guide
• Persona (challenges, pain points, goals)
• Products and services
• Customer journeys
• Customer questions from social media channels
Calendar and planning strategy
Challenges