The Perfect Post: From email to blogs to social, how to make your content marketing CONVERT!

1. How to make your content marketing CONVERT! The DYK? YOU are the voice of your app! Perfect Post Read this to learn how to do social media marketing for your app @KenHerron | #ThePerfectPost BrightTALK “Content and Customer Loyalty Summit” Aug 14, 2014 | 15GMT / 10ET / 7PT | http://j.mp/Ken14Aug

2. WHAT do I want to achieve? Have a question you want answered? WHO is my audience? WHERE do they spend their time online? Tweet it to me on @KenHerron! WHAT DIFFERENTIATES my product? Avoid abbreviations, acronyms, text-speak, AND bad grammar Click-to-Tweet: http://j.mp/CTT001 EXPERT TIP! #ThePerfectPost

3. Why? How? Be visible Be known Be liked Be trusted Be the expert Be first choice Be Present Be Helpful Provide value Share insights be approachable Be firsT Choice Have a question you want answered? Tweet it to me on @KenHerron! Gum vs. Forklifts Click-to-Tweet: http://j.mp/CTT002 EXPERT TIP! #ThePerfectPost

4. NO Barking Have a question you want answered? Tweet it to me on @KenHerron! Bots ALWAYS: Automate content analytics NEVER*: Automate content creation WHEN NEEDED: Automate content publishing *unless you're a bakery! Click-to-Tweet: http://j.mp/CTT003 EXPERT TIP! #ThePerfectPost

5. People need to know it’s Have a question you want answered? You! Tweet it to me on @KenHerron! Review social media profiles MONTHLY Click-to-Tweet: http://j.mp/CTT004 EXPERT TIP! #ThePerfectPost

6. Have a question you want answered? You! Be Tweet it to me on @KenHerron! Write for humans FIRST Click-to-Tweet: http://j.mp/CTT005 EXPERT TIP! #ThePerfectPost

7. Images Have a question you want answered? have greater impact are more quickly understood Tweet it to me on @KenHerron! are remembered longer Amateur “Instagram” photos beat professional stock photos Click-to-Tweet: http://j.mp/CTT006 EXPERT TIP! #ThePerfectPost

8. Ideal LengTH Email Blog 28-39 characters (Subject) 1,600 words <40 characters #Hashtags Away! 100 characters six seconds 1,600 words 18 minutes MIN three photos per board 60 characters (headline) 90 seconds Post when YOUR audience is online Click-to-Tweet: http://j.mp/CTT007 EXPERT TIP! #ThePerfectPost

9. Ideal cadence Email Blog weekly weekly twice daily, weekdays Have a question you want answered? daily 5-20x a day daily daily, weekdays weekly avoid pinbursts! twice daily, weekdays weekly Tweet it to me on @KenHerron! April 15, 2013 Click-to-Tweet: http://j.mp/CTT008 EXPERT TIP! #ThePerfectPost

10. Hashtags Email Blog Nope! Nope! all keywords all keywords 1-2 top keywords 1-2 top keywords Nope! Nope! all keywords all keywords nope! Have a question you want answered? Tweet it to me on @KenHerron! Vet ALL hashtags on Twitter and Urban Dictionary Click-to-Tweet: http://j.mp/CTT009 EXPERT TIP! #ThePerfectPost

11. your questions "unsure yet? perhaps blending private and social... where is the real private (virtual and in-person?)" Treat ALL posts on social networks as being 100% public. There is no “private” social media. Remember, even if you are paying for the product, in 2014, you are also the product. Have a question you want answered? "What do you measure success against? Likes / followers / views - or related spikes in traffic to your site?" The end point [for for-profit businesses] is ALWAYS revenue. That said, measuring all parts of your conversion funnel will tell you where you are losing people. Tweet it to me on @KenHerron! "How would you combine Social Media and CRM campaigns?" Use a CRM/marketing automation solution that incorporates all of your social media channels. An integrated social media/CRM campaign will almost always perform better (have higher ROI). #ThePerfectPost

12. your questions "how to do the basics of social media marketing without becoming an aficionado" Each social network does a good job of teaching their respective mechanics. You don’t have to be an aficionado, or even do it yourself, but you DO need to understand it well enough so that you can effectively manage it and not get taken advantage of by the internal/external people who decide what to do and have their hands-on-the-keys for your brand. Have a question you want answered? "What's the optimum number of postings per day? Do I really need to use all channels" See my “cadence” slide for the optimum number of postings per day for each of the nine mainstream social networks. You need to have a presence on each of the mainstream social networks, and an ACTIVE presence on the networks used the most by your target audience. Tweet it to me on @KenHerron! "What are some tips to bring content acceptance within the company itself to use employees as brand ambassadors?" They’re already brand ambassadors. You’re just not “training” them yet! Show the company’s decision-makers the combined size of the audience employees already have on their different social networks. Sharing cringe-worthy examples of how employees are already talking about your brand(s) will also have a strong impact. #ThePerfectPost

13. your questions "What’s your view of the recent trend of people favoriting rather than retweeting on Twitter?" Some people perceive a Favorite on Twitter to be of lower ‘value’ than a Retweet. They’re both positive affirmations that people have read and liked your content, so don’t be upset when people are favoriting your posts. Be upset when they’re NOT favoriting your posts! Have a question you want answered? Tweet it to me on @KenHerron! "Do you think Pinterest's new messaging service will be popular?" Yes! Pinterest’s users are quite passionate, and I would expect a built-in messaging service to catch on quickly. Didn’t get to ask YOUR question? Tweet it to me @KenHerron with the hashtag #ThePerfectPost! #ThePerfectPost

14. the bestest *free* content marketing tools and resources Find: Iconosquare Twitter Twitter Lists LinkedIn Publisher NOT Klout “CONTENTARATI” Create: Canva ClickToTweet Flipagram PicStitch Tagg.ly ThingLink Have a question you want answered? Tweet it to me on @KenHerron! Take full advantage of free content discovery and creation tools Click-to-Tweet: http://j.mp/CTT010 EXPERT TIP! #ThePerfectPost

15. one more thing Data Cuisine #ThePerfectPost

16. Have a question you want answered? Tweet it to me on @KenHerron! http://www.slideshare.net/KenHerron/the-perfect-post http://www.brighttalk.com/webcast/43/119157 or http://j.mp/Ken14Aug #ThePerfectPost

17. Have a question you want answered? Tweet it to me on @KenHerron! want more socially goodness? follow ken right now on: @KenHerron! #ThePerfectPost