The document discusses developing an effective message map and content strategy for social media marketing. Some key points: - Create a message map with a core message and supporting points that remains consistent across audiences. The messages produced may vary by audience. - Set goals for different business areas and map them to specific metrics and platforms. Identify primary audiences that can help deliver goals. - Develop content like blogs, photos and videos to engage audiences. Face challenges with limited resources and time. - Maintain a swipe file of good marketing examples from other companies. Adapt content by expanding or contracting formats. - Seven factors for content marketing success include having a strategy, publishing quality consistent content, focusing on subscriptions

1. Navigating
Social
Danni Eickenhorst
Blank Page Consulting
@BlankPageSTL
#SocialSchool

2. ● Planning
● Choosing your destination
● Choosing your crew
● How will you get there?
Navigating Social

6. Message Map
Utilizing Your Message Map
Your core message should be your WHY statement - or a central statement that encapsulates your business, and
which remains the same, regardless of your audience. Keep it as short as is reasonable. - why you do what you do.
Supporting points are WHAT you do. Identifying these themes at the outset will allow you to focus your content in these
areas. Once completed, this tool can be used to determine your website organization, your social media content
schedule, your blog topics - and it can even serve as your litmus test for what projects you take on.
Core Message
Business solutions
to move you forward.
Marketing
Accounting
Business
Consulting
Supporting
Points
Quick Pitch
Blank Page Consulting provides business
solutions to help companies grow -
including marketing, business consulting
and accounting services.

7. Message Map
Consider the following as you develop your message map:
● What do you do NOW?
● What do you want to do?
● The message map should remain the same, but the messages it produces may vary based on audience.
Core Message
Supporting
Points
Quick Pitch
_________________________________
_________________________________
_________________________________
_________________________________
Consider how this varies for:
● Clients
● Prospective Clients
● Community
● Investors
● Board

8. Message Map
Consider the following as you develop your message map:
● What do you do NOW?
● What do you want to do?
● The message map should remain the same, but the messages it produces may vary based on audience.
Core Message
Supporting
Points

9. Utilizing Your Message Map
Your core message should be your WHY statement - or a central statement that encapsulates your business, and
which remains the same, regardless of your audience. Keep it as short as is reasonable. - why you do what you do.
Supporting points are WHAT you do. Identifying these themes at the outset will allow you to focus your content in these
areas. Once completed, this tool can be used to determine your website organization, your social media content
schedule, your blog topics - and it can even serve as your litmus test for what projects you take on.
Business solutions
to move you forward.
Marketing
Accounting
Business
ConsultingNow that you have your core areas of business, set goals for your
communications that serve all of those areas.
Marketing Services Accounting Services Business Consulting
More clients Awareness of new service More coaching sessions
Expert reputation 10 clients by end of year Speaking opportunities
Referrals from clients Referrals by biz partners Engaged audience for book
Goals

10. Map your goals to
measurements.
Marketing Services
More clients
Expert reputation
Referrals from clients
Wayfinding
Goal Platform Measurement Tool
SALES ALL Varies
Facebook (Ads)
Offline Sales
Conversions-to-Clicks Custom Audiences
Twitter
Pinterest/Other Sources
Conversions on Site linked to Pin
via Google Analytics - Traffic
Sources > Referrals > Detail Google Analytics
AWARENESS Facebook
Reach (Ind)
Impressions (Views - Multiple) Facebook Insights
Twitter Tweet Impressions Twitter Analytics
Search Traffic/Website
Visits
Pageviews
Users Google Analytics
Pinterest
Avg Daily Impressions
Avg Monthly Viewers
Avg Daily Viewers Pinterest Analytics
ENGAGEMENT Facebook
Clicks (Click-Thru Rate/CTR),
Shares, People Talking About
This, Actions Facebook Insights
Twitter
Mentions, Retweets, Favorites,
Hashtag Usage Twitter Analytics

11. What are your audiences that can help you deliver on these goals?
Primary audiences deliver directly on your business goals.
Secondary audiences may contribute in less direct ways to your business goals.
Develop a profile or picture of your audiences.
Routes

12. Routes
Audience 1 - Nonprofit Marketing Directors
Demographic Data:
Primarily female audience
Motivation:
Sense of overwhelm in marketing - demands for fundraising, lack of resources
Best ways to reach them:
Facebook
LinkedIn
Referrals
Pinterest
Messages they might react to:
Marketing partner
Manageable/affordable solutions
Passion for our work
Demonstrated NPO successes.

13. Navigation

14. Sailing
Content calendar
Template at www.blankpagestl.com/centerco

15. Strategy
Competitor research
Influencer research
Tools:
Topsy
Klout
Followerwonk
Twitter & Google Trends

16. Pro Tip
BuzzSumo + Sniply

19. Benefits of Content Marketing
● Higher Search Engine Ranking
● Visibility for extremely specific
requests/searches (authority)
● Increase web traffic
● Become a thought leader
● Increase quality of leads

22. Marketing with limited resources & time
● Challenges
● Tools
● Strategies

24. Shareable Content for Social
Blogs & Articles
Photos & Videos
Press Releases
Guides
Infographics
FB Banner
Twitter Updates
Twitter Graphics, Photos, Video
Email Newsletter

25. Roadblocks & Challenges
SMALL BUSINESS CHALLENGES
● Taking pictures of events &
programs
● Creating stories
● Planning content
● Negotiating business + PR
priorities
● IT
● Handling media inquiries
● Designing print collateral
● Serving your customers
● Business administration
TIME

26. Roadblocks & Challenges
TALENT | RESOURCES | SUPPORT

28. Swipe File
Develop a scrapbook of
excellent marketing
● Evernote
● Paper File
● Bookmarks
Consider what’s adaptable about the
things that work
● _____may be causing you to
lose out on ____
● _____ may be dangerous to your
______
● 5 Ways to help _____
● 10 new fundraising ideas

29. Swipe File
Develop a scrapbook of
excellent marketing.
● Evernote
● Paper File
● Bookmarks

30. Swipe File
Develop a scrapbook of
excellent marketing.
● Evernote
● Paper File
● Bookmarks

31. Swipe File
Develop a scrapbook of
excellent marketing.
● Evernote
● Paper File
● Bookmarks

32. Expand & Contract
● Blog Posts → EBook
● EBook → Blog Posts
● Annual Report → SlideShow
● Slideshow → Infographics
● Old Presentation Transcribed →
Ebook/Blog Post
o Rev.com -- Inexpensive
Transcription
● Infographics → Tear Sheets
● Image from blog post → Pinterest Post
(250 x 250)

33. Canva
Develop a scrapbook of
excellent marketing.
● Evernote
● Paper File
● Bookmarks

34. Swipe File
Develop a scrapbook of
excellent marketing.
● Evernote
● Paper File
● Bookmarks

35. Swipe File
Develop a scrapbook of
excellent marketing.
● Evernote
● Paper File
● Bookmarks

36. 7 factors to content marketing success
1. Document your content strategy. Put someone or some group in charge of content marketing
and make them accountable for content marketing success.
2. Publish quality content consistently.
3. Map content to consumer journey.
4. Balance paid, owned, and earned media. The best content marketers start with owned content to
see what resonates on social and creates customer engagement. Then they bet on the winners
with paid media.
5. Focus on subscriptions. Subscriptions are like magic.
6. Track content marketing ROI. It makes sense that those who are able to show ROI start with a
strong business case and then simply commit to measuring their progress.
7. Find your voice + multiply it.