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The Cost of Great Content

Lessons Learned from Social Media Strategy Summit, Atlanta

Last week we traveled to Social Media Strategy Summit Atlanta, met some great people, and had some great conversations about the state of owned media marketing in 2015. Now that we’ve settled back into Indy for a few days, I was able to look over my notes and pull together some of the themes from the great conversations we had.

If you have some time, check out this video capture of my presentation from SMSS Atlanta:

It all starts with strategy. Take the time to dive deep and create a plan!

One of the biggest mistakes we see brands make with their content strategy is the lack of a content strategy. It can be so tempting to dive right into a video shoot, a new social channel, or a blog series, without taking the time to consider:

  • Who is our audience for this content?
  • How do we want them to react?
  • How do we give our audience what they want and are expecting?
  • How will we know if the campaign is successful?

Just by asking these questions, you’re off on the right path. Find the answers, however, can be a difficult proposition. That’s why Raidious created the Groundwork strategy process, to attack content strategy in a holistic, meaningful way.

You have to have a content distribution budget from the start these days.

Raidious has written several use cases on how organic reach on major social networks has declined, especially since Q1 of 2014. The point is that social media networks are under pressure to make money (especially networks for publicly traded companies) and are going to increasingly trend towards forcing brands to pay to reach their audiences. The good news is that ad platforms have become much more sophisticated in how to reach audiences, and many of our clients have reported great success in using incremental dollars to blow up (figuratively) their success KPIs.

The thing to remember is that new social networks will likely trend this way, too. Early adopters will continue to be rewarded early for the audiences that they build and activate, before the networks have the chance to catch up and put the vice grips on organic reach.

Talk to us today about aligning your social strategy with the market!

Social listening will inform future digital marketing paths

Today’s enterprise brands are spending more and more energy and resources paying attention to what the market is saying about their product. Have you seen the slew of listening and moderation tools that have come out in the past year?!

Fortune 500 or not, take heed to listening to what the world has to say. Especially with consumer brands, it can become easy to “let the tail wag the dog.” Our best advice on listening (or any metrics, for that matter) is to make sure you’re asking the right questions of the data:

“Did our social influencer adoption strategy shift product sentiment in a meaningful way last quarter?”


“How much volume did we generate?”

See the difference? Like many marketing teams, we learn more about the environment we work in every day, but it helps to approach data situations like a scientist:

  • Form a hypothesis
  • Test your hypothesis
  • Change your behavior if the result tells you to

Integrations are time consuming, expensive debacles.

As digital marketers have become more and more sophisticated, so have the tools they employ. Don’t employ a marketing engineer yet? I bet you will in the next two years.

Companies making the leap from disparate sales and marketing engines to congruent, 360 degree marketing automation systems are going to spend lots of money and time making it right. The benefits of a fully aligned between marketing and sales automation set are numerous, but getting it set up can be nightmarish. Set realistic expectations, taking into consideration how many resources your new system will require.

More importantly, don’t forget to feed the machine once you build it. In our experience, the surefire way to make a new solution fail is by not using it. It may sound obvious, but every tool will fail your expectations if you fail to foster an environment where your team will use the tools you’ve bought.

Brand storytelling can be done in many ways and can be less expensive than you thought!

Since Raidious was founded, we’ve worked with a gamut of brands, including retail, technology, health and enterprise B2B. Across the board, we’ve found examples of content campaigns that were done inexpensively, and content campaigns that were incredibly expensive. In each case, we helped our clients come in at the right altitude and do remarkable things that made their audience take note.

Stay tuned for the forthcoming Screencast of my presentation from SMSS Atlanta for some examples that span that gamut of small spend to large. I’ll feature work from brands like Schlage Locks, Ernest Packaging Solutions, GoDaddy, The Children’s Museum of Indianapolis, and Indiana State University.


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