Hannah Smith's Posts



Relevant, Resonant, Different: A Framework for Pitching Creative Ideas

Over the years we’ve learned a lot about what makes for a successful piece of content. It’s fair to say that most of those lessons were learned the hard way.

We created this, which received over 105k Facebook likes:

But a few years before that, we created this, which got just 31 Facebook likes:

The biggest lesson? Coming up with a good idea is paramount.

But what do we mean by a good idea? In truth, an idea can only be deemed ‘good’ or otherwise after the fact. A good idea is something that appears to have worked.

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What is Content Strategy?

Explaining what content strategy is, is something of a thorny problem. 

Let’s kick off with some definitions, Monica Bussolati has put together a great resource of content strategy definitions, some of which I’ve included below:

Planning for the creation, delivery, and governance of useful, usable content ~  Kristina Halvorson, Brain Traffic

Planning for the creation, aggregation, delivery, and useful governance of useful, usable, and appropriate content in an experience ~ Margot Bloomstein, Appropriate Inc

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4 Types of Content Every Site Needs

Content is a nebulous topic, it’s hazy, vague, ill-defined.

Working as a content strategist I’m often asked similarly nebulous questions. For example - ‘what sort of content should we create?’

I’m a firm believer that content should be goal-driven. By this, I mean that what you create should be driven by what you want to achieve.

What do folks ultimately want to achieve?

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The Year in Search - A Round Up of 2013

As 2013 draws to a close come with me, dear reader, as we review this year in search.

We saw yet more animal-shaped Google updates, spent a horrifying amount of time watching Harlem Shake videos and there was some noise about GIFs being pronounced JIF. 

January : Facebook rolls out Graph Search for more ‘relevant’ results

Continuing on its mission to make the world more open and connected Facebook launched graph search - new way to ‘navigate your connections and make them more useful’. It sounded innocuous enough, but then Tom Scott highlighted some of the potential privacy issues and encouraged us to check and update our privacy settings in order to avoid showing up for searches like ‘single women who live nearby & are interested in men & like getting drunk’: 

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Calculating ROI from Social Media - Problems, Pitfalls & Breaking all the things...

As an industry we’re quite rightly under pressure to report and measure the impact of our activity in order to justify our existence.

How to calculate return on investment (ROI) on social media activity is something which I’m asked a lot - I guess because¬†ROI is a metric that the C-Suite are both familiar with and very interested in.

However, ROI is a woefully poor measure of the success or failure of social media activity.

these-are-not-the-droids-we-are-looking-for

To be clear, I’m not saying ROI is a bad metric.¬†But it’s misunderstood and often misappropriated.

But I’m leaping ahead of myself.

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