Creating Relevant Content: Types, Tips, and Strategies

1. Creating Relevant Content

2. LESSON 2 RECAP Last week we looked at: Your Social USP Understanding Your Audience Defining Your Social Strategy Building Your Reach How did you get on with your Customer Personas? Who are you aiming to create content for today? Login to Computers shortcourses • Univ3rsitY2 Login to WIFI AUB_GUEST • 50382280

3. LESSON THREECreating Relevant Content

4. TYPES OF CONTENT CURATING CONTENT BUILDING A CONTENT CALENDAR CREATING CONTENT

5. TYPES OF CONTENT

6. WRITTEN You likely have company news, product announcements, and a ton of other stories that deserve to be told. Blog content can take many different formats—how to, list, question, why, etc.—and usually serves to educate prospective customers. Case Studies shares a customer’s success story they experienced when using your product or service. White Papers Newsletters E-books

7. Examples

8. AUDIO There’s a lot of opportunity to turn the written word into audio content. With easy-to-use tools like Audacity, you can record yourself reading your e-books, blog posts, and course lessons out loud, host the audio on a service like Libsyn, and embed the audio files in your content with podcast plugins like the Podcast Motor Player. Podcasts are an effective way to reach someone on the go. 57 million Americans listen to podcasts regularly, with an average listener checking out five podcasts every week. Interview formats also work well for podcasts

9. Examples

10. VIDEO In 2018, some predict 74% of all Internet traffic will be video. So video is huge! Videos are great for showcasing culture/behind-the-scenes, product demos, service overviews, product ads, customer testimonials and case studies, fan shoutouts, team recruitment, event pre-promotion, entertainment, education, about us, and a whole lot more. Webinars are like a class you teach your audience as an event via video online. E-courses Vlogs Demos Live Streaming

11. Examples

12. VISUALS Memes, animated GIFs, comics, cartoons, and even screenshots can all be valuable visual content. Infographics deliver research in an easy-to-understand, visual layout. Since they’re typically long and narrow, they’re the most-shared type of content and naturally optimized for Pinterest. Opportunities often require decks as visuals aids. You can easily repurpose and distribute those presentations and speaking points. Promotions Quotes Quizes

13. Examples

14. CURATING CONTENT

15. WHAT IS CURATED CONTENT? Content curation is the art of leveraging existing content and adding your own views or a twist to highlight your own business goals.The key is to curate carefully, to avoid creating unnecessary noise on the internet. The easiest way to think of it is, every single retweet, pinterest board and facebook share is curated content.Those friends that share relevant, concise content are the ones you tune into. The habitual spammers are the ones you mute, or worse… unfollow. Time and Cost Effective Test the Waters with your Audience Position Yourself as a Thought Leader Offset Promotional Content

16. PUT YOUR MARK ON IT Showcase your unique offering by being selective in your curation. Pick high quality content that reflects how you’d like to be viewed.When publishing curated content, give it context and your own mark. From an opinion on the piece to a question or your own knowledge and insight. Curated content offsets your promotional content so avoid talking too much about your own brand, think wider, the industry, your customers etc.

17. DON'T GET CAUGHT OUT Most content is shared online for free, but if you’re using someone else’s work it’s important to cover yourself. Check the content facts, is the source accurate? It’s also useful to measure the sentiment on the subject to make sure people are interested in the topic.Always attribute the sources to avoid getting caught up in plagiarism. Why not tag the original author in the post, more often than not they’re happy to know their content is being shared and will engage with you online.

18. LOCK IT DOWN When you share content, don’t lose the value of your efforts, lock it down. Adding calls to action on your curated content means you get an exchange for the information you’re giving. Whether it’s signing up for a newsletter, requesting a demo, downloading an asset, or even a link to another piece of content, give your audience something to do once they’ve consumed your content. Use a tool like Sniply to create a custom call to action and drive engagement back to your site.

19. CUT OUT LEG WORK You can find content all over the internet but there are some useful tools and sources that help cut out the leg work. Twitter Lists Feedly Pinterest Scoop.it Newsletters Content Gems Pocket

20. CURATE YOUR OWN CONTENT Find 3-5 pieces of content online that you can post for your business or that your social media friends or connections. Think about your customer personas, would your clients or connections find this piece interesting? Fact Check Your Information Provide Your Perspective to Add Value Keep Value with Sniply

21. CREATING CONTENT

22. THINGS TO CONSIDER Before creating a piece of content, there are a few questions you should consider. Who are you creating it for? What format would work best? Where will you be sharing this information? If you’re creating a piece of content to pique the interest of a 18 year old female you might be best to create a visual that you can share on instagram or pinterest. If you’re target marketing is 55 year old males in the architecture industry, an article about new structures posted on LinkedIn could work well. Create content you’d like to consume!

23. FONT PAIRINGS CREATING VISUALS COLOUR PALETTES You don’t have to be an expert in Photoshop to create eye catching visual content. Canva Stuck for imagery? There are lots of free Stock Images out there for you to use. Unsplash Stocksnap Make sure you create content that meets the optimal size guides for the platform you’re sharing it on. Visuals are easy to lose ownership of. It’s important to brand your content to make it recognisable and traceable back to the source. OPTIMISE THE SIZE BRANDING

24. Writing a Blog Post A GREAT TOPIC What makes a great blog posts? One that solves a problem or answers a question.Grab the attention of potential readers with a compelling Hook. Blog Topic Generator Hook Formulas Then back it up with useful, relevant content that is linked to your business. Keep in mind a 90/10 ratio when considering adding in sales information. Don’t forget a call to action, and check your grammar! COMPELLING HOOK/TITLE USEFUL CONTENT CALL TO ACTION/VALUE EXCHANGE

25. CREATE YOUR CONTENT Let’s create our own content! Start off by considering these questions. Who are you creating the content for? What type of content will you create? What is the key message to impart? Where will you be sharing your content? Create either a visual using Canva or a Blog Post that you can share on your business or personal social media sites.

26. CONTENT CALENDAR

27. WHY DO YOU NEED A CALENDAR Hands up who’s lost without their calendar? Whether it’s a paper diary or a google cal - something that keeps a record of where you’re supposed to be and when is a useful tool for life.The same applies for your Social Media.There’s nothing worse than seeing a topic trending on Twitter and realising you completely forgot a major social event was taking place.Scrambling to produce some content and most likely missing the mark. A Social Content Calendar helps you to plan and create content in advance so you deliver relevant content, on time.

28. CREATE YOUR CALENDAR Use tools like Twitter Events and industry news outlets to find out key happenings in your Social Calendar.What type of content do you need post? Who will it appeal to most, and where should you post it? Calendar Template: https://goo.gl/bAzHmZ

29. LESSON THREE ROUND UP

30. TYPES OF CONTENT CURATING CONTENT BUILDING A CONTENT CALENDAR KEEPING OWNERSHIP OF YOUR CONTENT

31. NEXT WEEK Time Management Using Your Phone Scheduling Your Social Media

32. SEE YOU NEXT WEEK