v

If content is king, custom is queen

@paulaberg#socialfresh

When to ignore the best practices and make your own rules

Good strategy is as much the art of exclusion as it is inclusion.”- Meg Whitman, CEO of HP

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Solve for X: Do it For a Reason (and not 100 Reasons)

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@paulaberg#socialfresh

Forging a Strategy that Matters

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Not posting everyday

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• Strategic versus “feeding the beast”

• Coordinate across the biz• Batch and deliver with purpose• Maximize content mileage

Not making

everything

snackable@paulaberg#socialfresh

• 35% of executives actually report being turned off by some brand content

• More than 70% are looking for articles with substance and distinctiveness

The Dating

Dad 

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Photograph by Garrett MacLean

Buzzfeed’s "Why I

Bought a House in

Detroit for $500"

 • More than 6,000 words long• More than a million pageviews• Nearly 50 percent of views from mobile• Spent an average of 25 minutes on the site

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When do people

read word for word?

 • When the content is relevant and

interesting• When it’s being read for pleasure• When the user experience is good

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Not trying to be all

things to all people 

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Taking it down a notch

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•  71% of executives say content turns them off when they seem too much of a sales pitch. 

•  Yet 93% of marketers tie their content directly back to products and services.

Not “settling” for perfection 

@paulaberg#socialfresh

You are your own brand expert

@paulaberg#socialfresh

1. Strategy is as much about inclusion as it is exclusion. Decide what you are and aren’t going to do.

2. Your audience isn’t average. And their social media habits are evolving.

3. Nobody knows your business as well as you do. Don’t be afraid to ignore the best practices and make your own rules.