based on model by Jay Baer
You have a lot of stuff to say. And, a lot of your stuff is really good. But what if no one ever sees it? Here are a couple diagrams you may find helpful for creating content, organizing and scheduling distribution, and measuring your results.
Much of this information was inspired by Jay Baer’s blog, Convince and Convert. His Content Ladder helped me to look at my own create-distribute-re-purpose cycle from a different angle, which is also diagrammed here. I’m finding that both of these approaches have merit, and deciding which to use will depend on what you’re currently doing to get your message out. That will be your starting point.
Social Media Content Ladder
- Understand Taxonomy: the most important link between social and search marketing; When creating and promoting social content, include specific relevant keywords and search phrases wherever possible.
- Seek Content Inspiration (using keywords)
- Understand your frequency schema; one rung per SM platform, a frequency (x/day) schedule allocated to each rung, and metrics you’ll measure.
- Test and Track
- Tweak and Re-purpose
There are several key concepts included in the five points above. Understanding the value and importance of keywords — how to identify your own, how to use them in your content, and how to use them in your research – cannot be overemphasized.
Developing this understanding comes at the beginning of the social media learning curve. Don’t skip it!
Creating a schedule for posting your content requires you to consider several elements. Ideally, you want to post on the right day of the week, and at the right time of day. The “right” time will depend on your industry, your audience, and the platforms you’re using. Dan Zarella, the Social Media Scientist, shares his techniques and studies on his blog, which is worth checking out. But to know for sure what will work for you, do your own study based on your own unique variables.
Social Media Outposting Model
Re-purposing, or reusing your own content has a number of benefits. It allows you to make the same points but in different ways. E.g., simplify the blog messages for distribution on microblogs; summarize the messages for e-newsletters; personalize (familiarize) the messages for Facebook. Same message. Different audiences and platforms.
Re-purposing means you have to come up with fewer topics – which addresses one of the most frequently heard concerns from would-be bloggers and creators.
Also, each time you post on a particular topic, you can include a link to one of your other platforms. An example of cross-posting is diagrammed here. (I also call it the hub-and-outpost model).
Worksheets for creating your own Content Ladder and Hub-and-Post plan can be found on the Resources page at 3D Communications’ website.
If you have developed your own method for optimizing your content, let me know by leaving a comment. Or, if you can offer suggestions for improving the models here, I’d love to hear them.