Strategy Workflow Process

  • How I see content

  • How I go about creating content

  • How I would grow a channel and team

How to think of yourself, define each of these for you or the brand.

Utility

Teaches me something new, creates a transformative moment.

Expertise

What you know really well.

Trend

Stories in your voice, that are topical and relevant.

What should you make?

Platform Wants

Retention, watch time, and a wide audience

Audience Wants

Want to be spoken to in a language they understand/process communication model.

Our Wants

CTA, engagement, buy product, click link, etc.

How I structure content (video, writing, image, etc)

Hook

  • Grabs and holds attention

  • Pique curiosity

  • Gives Context

  • Make a promise - What am i going to get out of this?

  • If you can keep them in the first :10 they will stay :30

  • You have 1.5 seconds to get them to stay.

  • Get to the point fast

Context

Why should they care?

Body

  • Main Content

  • Sequence of ideas - What is the point of this video?

  • Beats and Scenes - Relay race - This is how it adds points the overall point

  • Look at this tasty videos - The end result, then the recipe, and some knowledge along the way.

Process of starting a social media strategy:

Audit

  • Define the goals (S.M.A.R.T.)

  • How will we measure success?

  • What are we doing well? Preliminary report

  • Where do we want to go?

Opportunity

  • Where do we see a gap?

  • What can we do?

  • How can we improve the landscape?

Audience

  • Who does our audience look like?

  • Does the goal and the audience lineup?

  • What are their wants and needs?

  • What are their pain points?

  • How do the perceive us?

Resources

  • Do we have a team to do this?

  • Do we have resources (software, budget, time, etc)

  • Do we have buy in?

Consistency

  • Do we have a process?

  • Can we create consistency?

  • Can we show up as often as we would like in the quality we would like to show up?

How to create magic is simple:

Consistency

Schedule, cover and move.

Process

Format, repeatable, and teachable.

How I do research of what to make:

Content

Gold, Silver, and Bronze

  • Breakdown creators

  • Understand performance drivers of each. You need each tier to validate that one performance driver so it isn’t in the tier above it.

  • That way you have the formula for each tier and you just create the criteria in Gold tier.

Indicators

  • Pacing

  • Tonality

  • Personality Types

  • Edits

  • First 3 Seconds

  • Thumbnail

  • Captions

  • Memes

  • Music

  • 40 + more indicators

Contextualization

PCM - Process Communication Model

  • Feeling based (how it makes them feel)

  • Fact based (who, what, when, where, why)

  • Fun (entertaining, background, environment)

  • Values and Opinions (Can I Trust Them?)

  • Imagination (Reflective)

  • Action (They just run, they act)

Example Normally:

Real Estate: 5 bed 4 bath

Using the PCM:

5 bed 4 bath - imagine the fireplace on Christmas Eve, look at the backyard, you’re gonna throw so many parties, everyone is gonna be jealous. This is the best house on the market I believe because of the school district it’s in.

Algorithm

The apps want the following things:

  • User retention

So they can serve

  • More ads

Which gives them

  • More $

Their goal:

  • Want content that can hold attention, for as long as possible, with the widest audience

  • Clickbait doesn’t work anymore they will bounce

Key Question:

  • How to grab attention, and then hold it.