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Prior to the Social Media Strategies Summit last week, I tweeted about finishing my social media strategy workshop presentations in time. Reviewing the agenda, I also mentioned a hook included in the session description several months earlier that needed to be tied into the workshop opening. Another Social Media Strategies Summit presenter tweeted back that social media presentations should not be prepared more than two weeks before a conference since things change so quickly.

My reply was while some facets of the social media landscape (tools, terms of service, etc.) do change quickly and frequently, much of social media (i.e., the strategic side) is much more static.

Sitting through his conference presentation, I was hard-pressed to identify any of his content reflecting any important changes in the social media world from the prior two weeks.

How Quickly Does Social Media Change?

Contrast that with the mind-expanding presentation by Kansas City’s Travis Wright on marketing technology. Teedubya’s Social Media Strategies Summit keynote was an up-to-date overview of the significant number and wide-ranging functionality among marketing platforms, apps, and services. These marketing technology tools are designed, in one way or another, so marketers can better understand and target their audiences. Travis’ presentation felt like it had to be right down to the minute to reflect what’s going on now or in the very near future.

Teedubya-SMSS

Being that newsy and deep on a topic requires time – time many brands don’t have (or want to expend) when creating content.

That’s why we’re big fans of brands creating a healthy amount of evergreen content as part of a social media strategy. Evergreen content, which holds up long after today’s news passes, helps a brand develop a sizable online presence, paying website traffic dividends for an extended period of time.

5 Questions for Evergreen Content Success

If your brand wants to develop and publish more evergreen content, here are five questions to ask about your content. Your potential answers are Yes, No, or Not Applicable / Unsure. The more “Yes” answers on your content, the greater potential is has for being relevant for an extended period of time.

  1. Will this information be accurate well into the future?
  2. Will any techniques shared apply in future situations?
  3. Will the information shared, even when time has passed, still retain historical value as a reference source or point of comparison for the current day?
  4. Will this topic and any related issues change relatively slowly?
  5. Even if the principles shared here are varied or modified over time, will there still be value in knowing what they were originally?

News gets attention, without a doubt, but evergreen content makes your online content work much harder for you! - Mike Brown

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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The session I am presenting today at the Social Media Strategies Summit in Dallas is on “3 Keys to Curating Content without Losing Your Brand Voice.”

Social-Media-Strategies-Sum

Social Media Strategy and Curating Content

Curating content essentially means searching out and sharing content through a brand’s social media outlets that originated from some other source, whether that is another brand, organization, or individual.

At the extreme, if all (or nearly all) the content an entity shares online was originally created elsewhere, it is functioning as no more than an aggregator of others’ content.

As we will discuss and work with the idea of curating content in today’s session, “curation” implies a brand is adding at least some value to the content it shares even though it did not produce the original source content.

16 Ways to Add Value When Curating Content

What are some of the ways a brand can add value when curating content? Here are sixteen ideas organized in three broad areas:

Endorsing

  • Cull lots of content to the best content that’s available
  • Offer a dependable point of view
  • Develop a resource / tool list
  • Provide disinterested objectivity

Packaging / Compiling / Pointing

  • Find the undiscovered
  • Compile material others cannot
  • Organize it better, easier, in new ways
  • Provide timeliness to delivering the aggregated content
  • Provide coordinated timing in delivering the content
  • Develop an entire sweep / survey of a topic
  • Integrate the content in new and inventive ways with other content

Enlightening

  • Add new insights
  • Challenge the original perspective
  • Bring your expertise to it
  • Supply inside knowledge
  • Provide an encyclopedic, “timeless” treatment of the topic

Beyond these ideas, it is vital that a brand identify and curate content that contributes to its brand position in smart ways. We will provide a framework for how social strategists can unpack a brand’s foundation documents to generate ideas for curating content. Additionally, we will share a strategic brief format specifically to help a social media team actively curate on-brand content on an ongoing basis.

If you aren’t with us at the Social Media Strategies Summit in Dallas, but you’d like to learn more about this social media strategy approach we’ll be sharing, let us know. We’d be happy to fill you in on more of the details.  - Mike Brown

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I’m in Dallas this week presenting a workshop on integrating content marketing and social media strategy and a session on strategic content curation for the Social Media Strategies Summit (at the wonderful Hotel ZaZa).

SMSSummit-Hotel-ZaZa

Integrating Content Marketing and Social Media Strategy

Today’s workshop on integrating content marketing and social media strategy is based on the strategic view that while content marketing existed before social media, the strategic combination of the two delivers the most effective results for brands. Even though this seems like common sense, research suggests not all brand marketers are taking advantage of integrating these efforts. Ineffective content marketers are 5 times less likely to create a documented content strategy and are using fewer social platforms than leading content marketers.

For those attending the workshop, and those who aren’t going to be with us in Dallas, here’s an overview of the topics we’ll cover along with links to underlying content we’ll be covering in-depth during the two-hour workshop.

9-Social-Diagnostics

Subscribe-Brainzooming

Starting with an Integrated Mindset

Tools to Develop the Content Strategy

Integrating Social Media for Its Best Advantage

 

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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1

I recently opened up one of MANY emails I get from Hubspot.

This email featured a link to the Hubspot Blog Topic Generator. It’s a fairly simple. You enter three nouns, and it generates five blog topics incorporating those nouns. If you don’t like the five possible blog topic ideas, a handy button quickly generates another five topics.

Hubspot-Blog-TOpic

What to Blog About?

We’re proponents of generating blog topics based on a brand’s strategy and its audience’s needs and interests.

That’s why we don’t talk much about random blog topic apps. I tried the Hubspot Blog Topic Generator, however, with our core topic areas: strategic thinking, innovation, and creativity.

I was greeted with five topics. Curious to see how much variation is built into the tool, I hit the button for five more topics several times. Some topics were repeated identically while others were the same except for including a different one of the noun I entered.

The repetitiveness of the topics bore out my skepticism with random blog topic apps to figure out what to blog about on a regular basis.

But heading to the DMV on a Friday afternoon and wanting to use the time to write, I brought along the Hubspot-generated titles. I resolved to write a blog post based on one of them while waiting. By the time I was first in line 35 minutes later, I’d written two complete posts and part of a third from the Hubspot idea starters.

That great productivity ultimately led me to write five posts based on the Hubspot list.

While the writing productivity was much needed, the topics did feel somewhat disjointed relative to how I usually develop topics. But if you want to push your thinking (and especially if you’re a Miley Cyrus fan . . . and you’ll see why I say that), give this tool a shot.  - Mike Brown

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When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of a social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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14

Since our start, publishing five times a week (with rare exceptions) has been part of the Brainzooming blog brand. Frequent blog publishing is integral to The Brainzooming Group business-building strategy and consistent with multiple elements of our brand experience.

The priority on daily blog publishing is dropping on the importance list for now, however.

A Change in Our Brainzooming Blog Publishing Brand Promise

My wife had surgery last Thursday and has several months of recuperation (and related physical limitations) ahead of her. I’ll be more heavily involved in taking care of her, and neither one of us is completely sure what this means yet. She has done pretty well during these first days, but I do realize that making sure she’s taken care of will require more time and have a dramatic impact on my attention through the summer months.

trike-cube

With that new priority and the importance of making sure The Brainzooming Group business keeps flourishing, the place daily blogging fits within our business strategy and priorities changes.

As a result, we’re going to move to not publishing on Fridays through at least July. There may also be other weekdays in the coming months where there won’t be a Brainzooming blog.

Trust me; I realize that’s NOT the end of the world for any of you.

But for as many people who tell me they can’t possibly read the Brainzooming blog five days a week, I have others tell me its daily appearance gets it more attention than other content they could read. As a result, I don’t make this change lightly.

From a strategic standpoint, we still stand behind the business-building benefits of frequent blog publishing. We’ve reached a great stage with our website, however, where evergreen content typically generates 90% of daily website traffic for The Brainzooming Group. As a result, we feel comfortable in dialing back blogging frequency with minimal near-term impacts.

Maybe we’ll never miss an extra day. Maybe if we do miss a day, you won’t notice right away.

But for those that do notice, we wanted you to know what was going on, and to thank you for your continued readership! You’ll never know how much I appreciate it! – Mike Brown

 

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When was the last time you invested 45 minutes to evaluate your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of a social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Yesterday we explored taking an outside-in approach to planning a blog or content marketing editorial calendar. This social media strategy helps determine the relevant length an editorial calendar should extend based on the audience’s perspective.

As you identify audience-oriented content topics, here are three important questions to ask as you consider where the topics fit on the content marketing editorial calendar:

  • Will the audience be thinking about this topic as it’s happening?
  • Will the audience also be thinking about the topic sooner and / or later than it’s happening?
  • If they will be thinking about the topic at other times, when will that be?

Beyond simply identifying audience-oriented topics, these outside-in timing questions help improve how to sync topics with when the audience is actively seeking information or related content about those areas of interest to them.

Three Examples of Outside-In Timing and New Content Marketing Opportunities

Crowd-STL

1. One Event, Multiple Opportunities to Share Content

As we were developing the blog editorial calendar for a client in the market research field, it was clear their target audience operates on an annual cycle. We identified early fall as a time when the market research firm’s clients would attend the largest market research conferences. This is a natural time to talk about our client’s conference participation. Importantly, though, we also identified their clients as thinking about conferences mid-summer (“How to Choose the Best Market Research Conference”), immediately before them (“Getting the Most Value from a Market Research Conference”), and right afterward (“Top 10 Learnings during Conference Season”). Asking our three questions identified multiple related content opportunities (new content, sharing old content, soliciting guest posts, etc.) they might have otherwise missed.

2. Reaching Out Before the Primary Brand Interaction

I wrote earlier about Southwest Airlines sending me an email the previous evening saying we’d have Wi-Fi on my next morning’s flight. The night before was when I was actually THINKING about what work had to be completed before getting on the plane. The perfectly timed email from Southwest Airlines contained very pertinent information of benefit me hours before my direct interaction with the brand.

3. Shifting Timing and Content Sharing Opportunities

The Brainzooming Group has tried to emphasize strategic planning content later in the year since our experience has been many companies were thinking about strategic planning much later in the year than previously. This year, with many calls from potential clients already thinking about multi-year or annual planning processes, we’ll be shifting strategic planning content to this more traditional timeframe in Q2, even if planning doesn’t actually HAPPEN until later in the year.

Social Media Strategy from Outside-In Timing

As if it’s not clear by now, we are big proponents of external audience-driven social media strategy as the way to make a content marketing effort come alive and truly engage your audiences. The challenge, as it always is, is after looking from the outside-in, taking the resulting topic ideas and making things happen with them. - Mike Brown

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When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of a social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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2

One topic covered in nearly every content marketing or social media strategy workshop we do is the importance of developing and using an editorial calendar for a brand’s blog and content sharing.

There are various ways to develop and use an editorial calendar.

Some organizations use an editorial calendar to drive content consistency, i.e. publishing content on the same topic (or the same type of post) every week on the same day. While that helps create predictability for an audience (i.e., they know what to expect on a certain day each week), this editorial calendar structure can be too much about what the organization wants to publish on a specific day vs. what an audience member is seeking that day.

Calendar

Creating an Outside-In Editorial Calendar

The final form and detail an editorial calendar takes needs to make sense for the organization. We recommend, however, starting with a time horizon for an editorial calendar that FIRST makes sense for audience members and then fits the organization.

Using a business-to-business example, some business people’s activities very significantly over the course of the year and may go through a variety of cycles. For others, every quarter may look much like the next one. Some have an activity cycle that may be monthly with a slight variation each quarter. If you understand the relevant activity patterns of your audience, however, that is a good starting point for structuring an editorial calendar.

With that type of outside-in look at your audience’s typical time horizons, consider how it fits your organization.

How do your organization’s activity cycles compare to your customers? Is the organization’s predominant business pattern annual, quarterly, monthly, weekly, or even daily?

Ideally the time horizons match up closely, and you’re set to explore topics that match up with the frequency those cycles suggest.

If the time horizons don’t match up, however, figure out a balance between the two. While it would be great to orient completely toward the customer, ultimately the editorial calendar planning horizon has to work for your organization to keep it going.

Once you’ve identified an appropriate time horizon, it’s time to start exploring topics and matching them to the calendar. And we’ll explore some important questions to do that tomorrow. - Mike Brown

 

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When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of a social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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