Both long-form and short-form content have their places, and serve us well. Often times, people clamor to see what the subject matter experts have to say. What do you do when the subject matter experts are your community? How can you harness the power of user-generated content and make that a focal point of your content strategy? In this session, we'll explore some element that make up a good community, how to spur conversations inside that community, foster engagement, and then re-imagine, re-use, and re-cycle that content into something new. (via @abelniak)
4. Y’all Are Doin’ More Content
3
• 3 out of 4 of
you said you’d
do more
• But how?
source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
27. 26
• Email (1:1, ‘blast’)
• Social media (get creative!)
• Newsletter (round-up, feature, spotlight)
• Community posting (dedicated area)
• …
The Most People, The Best Ways
31. 30
• Make a funny guide (if
that’s your crowd)
• Source from others
• Rigid to start, relaxed later
• Set the tone early on
• This is hard
Set The Bar High
35. 34
Avoid Charlie Brown Christmas
Trees
• Headers and h1 tags to
make content skimm-able
• Images and links
• Two kinds of ‘readable’ –
human and Google
37. 36
Keep The Voice In Tact
• Edit titles to be snappy, catchy
• Edit h1 tags and headers for skimm-abilty
• Clean up typos and proof
• Leave the rest in tact
51. 50
Wrapping It All Up
• What are you capable of, pulse of community
• Change how you look, look everywhere
• Create the model, help them achieve
(because it’ll help you achieve)
• Edit, refine, illustrate, show
(and lather, rinse, repeat)
53. 52
Image Sources/Credits
Creator Title of Piece License Notice Link to Material
Kentaro Ohno FUJI ROCK FESTIVAL '12 CC BY 2.0 https://www.flickr.com/photos/inucara/7685577898
Lee Adlaf Empty Stage CC BY 2.0 https://www.flickr.com/photos/leeadlaf/3571749634
CMI, MarketingProfs B2B Content Marketing 2016 http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
(seen in Pinterest) He Doesn't Reply https://www.pinterest.com/socialmedbeast/social-media-humor/
Kjetil Ree Fedora Hat CC BY SA https://commons.wikimedia.org/wiki/File:A_fedora_hat,_made_by_Borsalino.jpg
Yan Arief Purwanto Journalist on Duty CC BY-SA 2.0 https://www.flickr.com/photos/yanrf/1408711192
-- typewriter free stock https://static.pexels.com/photos/25500/pexels-photo-25500.jpg
Max Geiger Debork Obama CC BY-SA 2.0 https://www.flickr.com/photos/sleeper-cell/2988617774
Cheryl Heppard Maslows Hierarchy of Marketing Needs http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
nikoretro Mind The Gap CC BY-SA 2.0 https://www.flickr.com/photos/bellatrix6/44394850
Trip Advisor Logo Trip Advisor Logo public domain https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.png
Amazon.com Logo Amazon.com Logo CC BY-SA 3.0 https://commons.wikimedia.org/wiki/File:Amazon_logo.jpg
Yelp Logo Yelp logo public domain https://commons.wikimedia.org/wiki/File:Yelp_Logo.svg
Wikimedia Foundation Wikipedia CC BY-SA 3.0 https://commons.wikimedia.org/w/index.php?curid=10310401
Aimee Millwood (screen print of excerpt) -- https://www.entrepreneur.com/article/278954
Mpfisher/Trip Advisor (user page) -- https://www.tripadvisor.com/members/Mpfisher
Andrew E. Larsen Standing Out In The Crowd CC BY-ND 2.0 https://www.flickr.com/photos/papalars/2959846138
A. Strakey Eavsedropping CC BY-ND 2.0 https://www.flickr.com/photos/smoovey/3297533849
Aaron & Alli Mad-Libs CC BY 2.0 https://www.flickr.com/photos/aaronmerrell/3505635835
-- Buzzsumo screenshot -- http://buzzsumo.com/
-- Followerwonk screenshot -- https://moz.com/followerwonk/
54. 53
Image Sources/Credits
Creator Title of Piece License Notice Link to Material
-- Twitonomy screenshot -- http://twitonomy.com/
Tony Alter Cultivating CC BY 2.0 https://www.flickr.com/photos/78428166@N00/5843035048/
Lee Cannon Georgetown Fire Co., Station 77 CC BY-SA 2.0 https://www.flickr.com/photos/leecannon/6951982788/
-- (outdoor amplifier) shutterstock --
Michael R Stoller Jr Penalty Box CC BY-ND 2.0 https://www.flickr.com/photos/mike_stoller/4613232165/
Jay Baer A field guide to the 4 types of content marketing
metrics
http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics/7-
Sharing_MetricsBoost_SharingWith_a_clear
Amanda Cegielski 14-High_Jump CC BY-ND 2.0 https://www.flickr.com/photos/thatpicturetakr/3149799044
MarketingProfs MarketingProfs Logo
Hubspot Hubspot Logo
-- (butterfly transformation) shutterstock --
Robinseed Content Marketing Periodic Table CC BY-SA 4.0 https://upload.wikimedia.org/wikipedia/commons/6/63/Content_Marketing_Periodic_Table.png
Nic McPhee 2008-01-26 (Editing a paper) - 20 CC BY-SA 2.0 https://www.flickr.com/photos/nics_events/2349630839
frankieleon Charlie Brown Christmas CC BY 2.0 https://www.flickr.com/photos/armydre2008/5272906580/
David Weekly Translator Booths @ WSIS CC BY 2.0 https://www.flickr.com/photos/dweekly/64221580
MIXEvent Clint Rutkas and the 2 Coding4Fun Robot CC BY 2.0 https://www.flickr.com/photos/mixevent/4436714064/
author (screenshot) -- https://www.alignable.com/insights/whats-been-your-small-business-secret-to-success
author (screenshot) -- --
author (screenshot) -- https://www.alignable.com/insights/you-want-to-be-honest-here-s-how
author (screenshot) -- https://www.alignable.com/insights/whats-an-appropriate-base-salary-for-a-sales-person-who-contacts-warm-leads
author (screenshot) -- https://www.alignable.com/insights/how-to-build-and-maintain-your-dream-team
author (screenshot) -- https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers
author (screenshot) -- https://www.alignable.com/insights/social-media-decoded-simple-tips-for-what-to-post-where
Editor's Notes
https://www.flickr.com/photos/inucara/7685577898
https://www.flickr.com/photos/leeadlaf/
PART 0: SETTING THE STAGE
Content is important to you and your organization – you wouldn’t be attending this otherwise
How ‘bout some science to back it up? Here is some CMI and MarketingProfs data, on the state of the state – B2B 2016 Trends
¾ of you all planned on spending more in 2016 than 2015
source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
Who manages all that? A content manager, that’s who
In many organizations, it’s a full time job
Who manages all that? A content manager, that’s who
In many organizations, it’s a full time job
For some, it’s only part of what they do, so it adds up
It *isn’t* surfing the Internet all day on social networks,
Part time detective, part time journalist, part time writer, part time baker
Fedora: https://commons.wikimedia.org/wiki/File:A_fedora_hat,_made_by_Borsalino.jpg
Journalist: https://www.flickr.com/photos/yanrf/1408711192
Typewriter: https://static.pexels.com/photos/25500/pexels-photo-25500.jpg
Swedish chef: https://www.flickr.com/photos/sleeper-cell/2988617774
Keep Your Eye on The Prize – this is all about the consumer
We might have our favorite trends, ideas, themes, and so on … but this is for the customer/client/member/user
We can push what we want ... But if its not what they want, it wont work.
Source: http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
Keep Your Eye on The Prize – this is all about the consumer
We might have our favorite trends, ideas, themes, and so on … but this is for the customer/client/member/user
We can push what we want ... But if its not what they want, it wont work.
Source: http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
Start by identifying that gap.
We can ask, survey, poke, prod, and probe
We can also see what they produce when left to their own devices, and use that as a social cue / signal
source: https://www.flickr.com/photos/bellatrix6/44394850
It started way back in history with some sweet amazon and youtube reviews
And now it has a life of its own…
Trip advisor - https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.png
Amazon.com - https://commons.wikimedia.org/wiki/File:Amazon_logo.jpg
Yelp - https://commons.wikimedia.org/wiki/File:Yelp_Logo.svg
Wikipedia - By Wikimedia Foundation - Wikimedia Foundation, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=10310401
https://www.entrepreneur.com/article/278954
https://www.tripadvisor.com/members/Mpfisher
https://www.flickr.com/photos/papalars/2959846138
https://www.flickr.com/photos/smoovey/3297533849
Look for action phrases and triggers like … and …
Look for social cues - like likes, shares, and comments
Cross-reference these names on/in other places
Look for action phrases and triggers like … and …
Look for social cues - like likes, shares, and comments
Cross-reference these names on/in other places
Google analytics to see incoming / referral traffic sources
https://www.flickr.com/photos/aaronmerrell/3505635835
Note: not just positive interactions – look for non-favorable as well – it’s a signal of interest
Buzzsumo.com
Follower count does not confer authority – its just one part of many of a signal
http://buzzsumo.com/ https://moz.com/followerwonk/ http://twitonomy.com/
And Traackr and others
https://www.flickr.com/photos/78428166@N00/5843035048/in/
“train and cultivate” and “lead by example”
https://www.flickr.com/photos/leecannon/6951982788/
Show the best work – show what it looks like
Set the tone
Helps avoid mediocre work
Allude to it in submissions
Image: shutterstock
a distribution mechanism that reaches the most people
email, social media, newsletter, community posting, etc.
(note that in an active community, the size is dynamic, so you might need to re-send/share/post this multiple times)
a distribution mechanism (or mechanisms) that reaches the most people
source: https://www.flickr.com/photos/mike_stoller/4613232165/
You AND them
You: google
Them: google, poor quality
http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics/7-Sharing_MetricsBoost_SharingWith_a_clear
consider creating a ‘right way, wrong way’
make a guide, but make it funny (if that’s your crowd)
make it human readable (a la Jay Baer)
https://images.studentuniverse.com/new/suwebui/photos/marketing/marketingprofs-logo.png
https://www.seeklogo.net/wp-content/uploads/2015/10/HubSpot-logo-vector-download.jpg
consider creating a ‘right way, wrong way’
make a guide, but make it funny (if that’s your crowd)
http://socialmedia.biz/social-media-policies/
http://www.marketingprofs.com/write-for-us
https://blog.hubspot.com/guest-blogging-guidelines
set up a set of editorial guidelines
stick to them. rigid to start, more relaxed later
set the tone for community early. can always relax quality and submission guidelines - hard to do it the other way around
note: this is hard. this is not easy.
https://www.flickr.com/photos/nics_events/2349630839
show the editing process to the submitters; show the redlining so they can see what you want and don’t want
tell a submitter what you changed and why you changed it
https://www.flickr.com/photos/armydre2008/5272906580/
edit titles to be snappy, catchy
edit h1 tags and headers for skimm-abilty
clean up typos and proof
leave the rest in tact
https://www.flickr.com/photos/mixevent/4436714064
https://www.flickr.com/photos/armydre2008/5272906580/
Email (1:1, ‘blast’)
Social media (get creative!)
Newsletter (round-up, feature, spotlight)
Community posting (dedicated area)
…
Get them to help
Make them an accomplice to their success