Building A Customer-Centric Content Development Plan

Advice on social media content development from Brainrider’s CMO

The wonderful folks at Autoshare hosted an event called #Social4Social in Toronto on May 12, 2011. There was an audience of 50+ social media marketers from a variety of not-for-profit, B2B, and B2C organizations. Nolin LeChasseur of Brainrider delivered this presentation on Building a customer-centric content development plan.

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Presentation Transcript

Slide 1: Most social media content is too self-centered to engage anyone.

A.K.A. Building a Customer-centric Content Development Plan

Slide 2: Because it’s not about you. [image]

Slide 3: Customers. They’re trying to solve problems. [image]

Slide 4: There is a useful content Deficit.

  • Demand > Supply
  • Expectation of Findability
  • Expectation of Relevance
  • Expectation of Value

Slide 5: How to engage your audience.

  1. Make it about them, not about you.
  2. Start with light, easy content.
  3. Measure which categories engage.
  4. THEN invest in heavy content.

Slide 6: 1. Make it about them.

  • Who is your target audience?
  • What are their needs & pains?
  • Which needs & pains can you help with?
  • Group into 4-6 categories

Slide 7: Example of a content framework. [image]

Slide 8: 2. Start with light, easy content.

  • Repurpose existing content assets
  • Curate and share 3rd party content

Slide 9: Repurpose existing content. [table]

Slide 10: Curate 3rd party content. [images]

  • Deploy via social channels
  • Extract & Track
  • Monitor & Cull

Slide 11: 3. Measure content engagement. [graph]

Slide 12: 4. Move from light to heavy. [table]

Slide 13: The engaging content checklist.

  • Easy to find
  • About them, not you
  • Helps them solve  a problem
  • Light content informs heavy