Prepare your content planning and strategy

We love to make plans, well, most of us love to make plans. We plan our vacations, what to do on the weekend and, of course, we analyze and plan before we launch into a new business venture. Why should content be any different?

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The first thing you should do when thinking about your content strategy is define your goals. What do you want to achieve with all this? It can be something as simple as helping your customers use your products to generate more leads and sales. I always recommend defining SMART goals: they should be specific, measurable, achievable, relevant and time bound.

When first meet my team in Mexico, working for the Thermomix brand, I soon realized we needed to work on our content. I don´t know if you know the Thermomix brand. It´s a cooking appliance that helps people prepare amazing recipes. So it was important for us that our customers and potential customers were inspired with new recipes and ideas for cooking at home. Our biggest challenge was that we were a small team. The company had started its business in Mexico for a few years and I was asked to come and help promote sales and set up the marketing team and strategy. At that time there were only three of us on the team, and we had to do the same work as other countries with larger teams (and of course more sales).

So, we could not fail or make a false step. We could not afford it. Fortunately, we were a great team, with very committed people, and they knew how to give everything they needed to make our strategy a success.

By now you probably thought that the solution was easy, just make recipes. And you’re right. But you can´t just start making recipes. That’s where the plan and strategy come into play. What recipes do you want to make? If you have read before that we wanted to inspire our customers, you´ve probably thought of a recipe that has inspired you in the past. Some fancy recipe or trendy, the kind of recipe that you can see in Instagram. But if you do it this way, you will have a beautiful content, but it probably won´t help you increase your sales.

For me, the recipe is a simple egg dough to make fresh pasta.
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When you think about the content you want to create, you should also think about the objectives you want to achieve. I´ve said it before, one of the first things you must do when thinking about your content is define your goals. And remember that they also have to me SMART. So, with this in mind, you can´t just say “I want to create content to increase our sales”. A more realistic approach is to say “I want to create good recipes to inspire new customers, so they can use the device two or three times a week during the first 6 months after purchase.”

Before I continue, let me make a small note that is relevant to understand the previous point. At Vorwerk we used the NPS (Net promoter score) to measure the probability that a customer would recommend us to their friends and acquaintances. I introduce the NPS when I was working for the brand in Spain, and during that time we were able to identify a correlation between the NPS results and device usage. After many surveys and many hours of research, we came up with the conclusion that if a customer used the device at least two or three times a week, the probably to be a promoter was really high. Therefore, it was much easier for us to train the company and the teams around the question of “how many times do you use Thermomix per week” to identify promoters and possible detractors than the core NPS question “How likely would you be to recommend…”. If you want to know more about NPS, I recommend you read the post “The importance of KPIs in achieving medium-term objectives”. Unfortunately, it´s in Spanish, but let me know in the comments if it’s relevant for you to translate it.

Now that we have define our goals, we can start working on the type of content we want to make. To do this, we need to think about the customer journey. Our customers may need different types of content depending on stage they are in. The content that a prospect wants is not the same as the content that a heavy user wants.

If you want to read more about how to adapt your content strategy to your customer journey, please check out the next post.

Planning your content strategy

When you have realized that having the right content is important to promote your brand, your products and get new customers, it’s time to start planning and organize your work. Content creation and content management is not about creating content without a plan. You must think first, and then create your content.

The first thing you need to understand is that create new content is not free. It will either cost some of your time or, most of the time, also some or a lot of your money. That´s why it´s important to have a plan before jumping into the creation phase.

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Introduction to content management

Few days ago, I was talking with a friend who needed help promoting his business. He had come up with an idea to generate more customers with a new service that he could easily implement in his company. “This sound like a good plan”, I told him. “But I don´t know how I can implement it, my customers don´t know they need it”, he said.

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This may sound familiar. Many times we come up with ideas about new products and services, good ideas, that we don´t know how to share with our customers. They´re many things you can do to try to solve this, but we are going to talk today about one: content generation and content management.

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Incluyendo YouTube en tus campañas de marketing

Cuando definimos una campaña de marketing siempre nos fijamos en los medios que vamos a utilizar y diseñamos un flujo o funnel para lograr captar la atención del cliente y llevarlo a lo largo del proceso de compra. YouTube se ha demostrado como una herramienta muy útil donde combinamos agilidad y grandes impactos entre el público más joven (y no tan joven).

Pensar en YouTube como un canal más de comunicación es difícil. Muchas empresas y profesionales aun consideran este medio como algo poco atractivo y que genera menos impactos pero, si nos atenemos a las estadísticas, cada vez son más los usuarios que dedican innumerables horas a consumir contenido en YouTube.

man holding clapper board

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Los cambios en las políticas de Facebook ayudan al incremento de las visitas directas

Los grandes medios están buscando cómo lograr incrementar las visitas directas a sus páginas, a fin de reducir la dependencia que subren respecto a los gigantes tecnológicos, como Google y Facebook.

Cada cierto tiempo estamos acostumbrados a ver como se actualizan algunas políticas y algoritmos en nuestras redes sociales y nuestro buscador favorito. Las empresas temen estos cambios pues pueden dar al traste con sus estrategias y el trabajo llevado acabo durante bastante tiempo. Las agencias tienen que ponerse de nuevo al día ante los cambios que se hayan aplicado y así la rueda sigue.

direct-traffic

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El hashtag como arma del marketing

Creo que a día de hoy todos hemos usado, alguna vez, un hashtag así que sabemos lo que es y cómo se utiliza. ¿Pero sabemos el poder que puede llegar a tener?

Los #hashtags comenzaron siendo utilizados en Twitter y ahora se han esparcido por muchas otras redes sociales. Es una forma de participar en movimientos generados en la propia red, crear tus propias campañas o simplemente dar cierta connotación al contenido que estás compartiendo.

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Respuestas curiosas en Twitter

En mi último artículo hablaba sobre la importancia de cuidar nuestra reputación digital, pues puede tener consecuencias (y en realidad las tiene) en nuestra vida y en alguna otra ocasión compartía alguna que otra metedura de pata de los community managers, así que hoy voy a compartir algunas respuestas curiosas de otros community managers que supieron responder de formas bastante curiosas.

Telepizza suele ser un blanco común de las bromas y críticas de los usuarios. En ocasiones, las respuestas que ofrece su cuenta oficial nos hacen reír por un rato.

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6 años en Vorwerk

El pasado día 5 de julio cumplí 6 años en Vorwerk, trabajando para Thermomix primero en España y luego en México.

El tiempo pasa volando cuando te lo pasas bien. Es una verdad bien conocida y algo que se cumple cuando trabajas en una empresa como Vorwerk, especialmente si estás en la división Thermomix. Aun recuerdo cuando comencé como Community Manager de Thermomix España, cuando apenas la empresa contaba con una mínima presencia en Internet y en las Redes Sociales.

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El efecto Streisand en la política española

En estos días la popular página satírica El Mundo Today publicaba varias páginas parodiando las campañas llevadas a cabo por los partidos políticos españoles, de cara a las próximas elecciones, con reacciones dispares entre los que se consideran «afectados».

Lo que no suele pasar de una broma que se publica en Internet ha pasado a ser un caso viral donde miles de usuarios han entrado a curiosear lo que supuestamente se pretendía evitar. Esto es el llamado «Efecto Streisand».

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