Content Marketing Fundamentals

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1 COURSE Content Marketing Fundamentals LEARNING HOOT 100 GUIDE Courseware Course Level: Intermediate This course is for those looking for guidance on using content (e.g., blog posts, e-books, white papers, photos) as a social media marketing tool. The course will be especially suitable for those with an understanding of more fundamental topics like social media strategy and growing an audience.

2 How to Use this Study Guide This Study Guide will be your learning aid as you move through each of the six modules in the Social Media Marketing Certification. We ve broken it down into three main components in order to help you absorb the material: Overview: Provides an introduction to what you ll be learning in the Course Course Notes: A summary of the key points and main takeaways from each unit. Applying What You ve Learned: Questions to help you think how you d apply these lessons in your social media marketing plans. Social Media Marketing Certification Overview Fundamentals Introduction to Social Media Marketing Optimizing Your Social Profiles 30 minutes 45 minutes Strategy Social Media Strategy - from A to Z 45 minutes Execution Growing Your Online Community Content Marketing Fundamentals Social Advertising Fundamentals 30 minutes 45 minutes 30 minutes Exam Social Media Marketing Certification Exam 60 multiple choice questions CONTENT MARKETING FUNDAMENTALS 2

3 Generating and Sharing Content Effectively Course 5 Overview Sharing content that is informative, entertaining and timely is a key element of a successful social strategy. It s also the biggest pain point for many businesses how can your company find and produce enough great content to keep your followers engaged? In this course you will learn the essential components of content strategy and the value of implementing one. You will follow along with a tactical guide for curating and creating content and putting together a content calendar. The last lesson will take you through the best practices for sharing your content across the top six social networks. Course Notes Creating a Content Strategy for Social Media The Value of Content in a Social Media Strategy A content strategy can help with lead generation, community building, and brand recognition. Shared content should result in your brand becoming a trusted advisor to prospects. It s also an opportunity to tell a consistent, cohesive story about your brand. The Importance of Developing a Content Strategy Content strategy is the planning, creation and distribution of content to support larger business objectives. A successful content strategy has your target audience in mind, incorporates your company goals and smart distribution tactics to increase key metrics particular to your business. Creating a Content Strategy for Social Media Study your audience interests and establish the goals you want your content to achieve. Define brand voice and analyze your options for where your content should be distributed. Audit your strategy regularly, and make adjustments based on what works well and what doesn t. Creating a Content Calendar and Using It Effectively Build a content bank where your owned content can be easily managed and accessed by your team. SOCIAL MEDIA MARKETING STUDY GUIDE 3

4 Plan your content releases around key dates throughout the year. Use a Content Calendar to schedule everything from blog posts and the social messaging that will support them. Applying What You ve Learned List three topics that are (a) relevant to your business, (b) could be interesting to your audience and (c) that you can speak about with authority. Name three to five specific communities where people who could be interested in your products and services hang out. These can include LinkedIn groups, Facebook Groups and specialty forums such as reddit.com. What kind of content is popular with your audience? Take a look at what s been popular in the past, or, if you re just starting your business, take a look at what s popular for your competition. Now write the individual goals for the three pieces of content. For example, if it s an Instagram post, you could aim for 50 likes. Creating a Content Strategy for Social Media What is Content Curation vs. Creation Incorporate a blend of created and curated content into your content strategy. Created content lies in demonstrating thought leadership. Curated content can be leveraged when resources are scarce and can help develop relationships within your industry. CONTENT MARKETING FUNDAMENTALS 4

5 Content Curation for Social Media Use a variety of methods such as content aggregation, distillation, elevation and chronology to create a curation strategy that best fit your needs. Effective curation can help you build relationships with key influencers and quickly test the types of content your audience finds compelling. Content Creation for Social Media Find the right balance between the quality and quantity of original content. Think about what resources exist already, and how you can repurpose them. The Value of a Business Blog for Your Content Strategy A company blog is an essential channel for your content marketing strategy. Aim to include keywords into your blog entries to optimize for SEO. Consider syndicating your posts on industry-related websites. Applying What You ve Learned Curating content relevant to your industry can save time. What industry publications, websites and magazines can you think of that would have content you could share with your audience? Think about the internal resources you have. For example, a database of answers to frequently asked questions, educational literature you produce for your employees. What can you repurpose into a blog post without having to do much further research? Creating a Content Strategy for Social Media Effective Best Practices for Sharing Content Tailor posts for particular networks. CONTENT MARKETING FUNDAMENTALS 5

6 Use visual content to increase engagement and vary your content regularly to keep your audience interested. Don t post too many updates to a single network at once and aim to end your posts with a clear call to action. Best Practices for Sharing Content on Twitter Write strong tweets that include relevant hashtags and rich media. Keep your volume of retweets under 20 percent and focus on selectively amplifying high-quality content. Best Practices for Sharing Content on Facebook Keep the length of your posts under 120 characters and write the copy with a specific action in mind. Take advantage of the priority Facebook gives to large visual content. Use hashtags sparingly and target your updates when necessary. Best Practices for Sharing Content on LinkedIn Company Pages Share content focused on industry developments and company updates. Publish around 20 updates per month in the morning or midday. Apply targeted parameters to reach the right audience and leverage your employee base to increase engagement. Best Practices for Sharing Content on Instagram Start with posting one to two images per day and vary your frequency to see how it affects audience engagement. Use videos to diversify the content you share. Search mentions of your brand and your branded hashtag. Best Practices for Sharing Content on Pinterest Build your boards around separate central themes. Write creative Pin descriptions that incorporate keywords. Study your analytics to gain an understanding of your audience. Utilize Rich Pins to provide a high value, informative experience to your followers. CONTENT MARKETING FUNDAMENTALS 6

7 Best Practices for Sharing Content on YouTube Stick to a consistent length and production quality as well as a predictable publishing schedule. Keeping a regular upload schedule also helps with your content s placement in the What to Watch and My Subscriptions sections. Study your analytics to gain an understanding of your audience. Applying What You ve Learned Think about what your audience finds interesting and research two to four hashtags on Instagram that you could add to your posts. For example, if you re a fitness studio you can add hashtags such as #liftheavy and #eatclean Measuring the ROI of your Content Program Content Metrics to Track Measure Content Amplification metrics such as Likes, Shares, ReTweets, and Favorites. Measure Conversion metrics such as URL clicks and traffic from social media properties. Putting the Content Measurement Data to Work For a small business with an average amount of content output, a good rule of thumb is to pull data once a month. Look at the data to understand why a piece of content was more successful, and then focus on duplicating success. Applying What You ve Learned Start a spreadsheet that you ll use to keep track of your content metrics. What are the various fields and columns that you ll use? How will you organize the tabs? CONTENT MARKETING FUNDAMENTALS 7

8 Suggestions for Further Reading 5 Reasons Why A Social Media Content Calendar Is Important For Your Business Content Management Tools for Social Media Managers From Your Feeds to Your Followers: 4 Curation Techniques to Deliver Great Content The Telling Signs of Content Flops, and 6 Ways to Fix Content Marketers Worst Nightmare Get Inspired with Social: How Social Media Can Help You Find Blog Post Ideas 7 Neglected Ways to Promote Your Content on Social Media How to Promote Your Blog on Social Media How to Use URL Parameters to Track Social Media Success How to use Hootsuite Shortened Links and Parameters How to Track Your Social Media Campaigns Notes: CONTENT MARKETING FUNDAMENTALS 8

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