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This is going to be the most important lesson of this entire course for many of you and hopefully it is going to help you comprehend both the positives and negatives that social can have on your activities online. The above quote comes from the final lesson of the Online Entrepreneurship certification training.
Lesson 10 in particular really get’s you thinking about how social media can work for you, but also sets some parameters to guard against simply wasting time. I’ll cover how I went through the training below, but for now let me just skim over some of the social media evaluation criteria.
Firstly Kyle suggests that the time taken to deal with social media and reply to comments, questions and emails should be about 45 minutes per day (split morning, noon, end of day, or something similar)… seems doable? The alternative to engaging (joining the conversations, following others, asking questions, starting discussions etc) is SHARING. Sharing great helpful content does serve the community, but sharing takes a lot less time than full on engagement.
Bare minimum activity is sharing something on a social network but always make sure your priority remains building quality content. Previous day posts (post 1 , post 2) cover what I shall summarise as my lack of confidence in myself to be able to glean anything useful from social media.
Going forward I may choose to increase activity and even start to be proactive in discussions.
I an delighted to offer support and help but would like to try and focus that on email, website comments, Facebook page comments, and whatever results from Google +. The beauty of gaining clarity on this pillar is that it informs both your positioning strategy and your overall marketing plan. Think about the problem your potential customer has, and brainstorm how you can provide value through your content; then serve it up to them, thereby owning that space.
The companies that are most successful at producing excellent content use a marketing services bureau approach to pulling that information out of the heads of thought leaders.
The key to this production model is to make it extremely easy to get the raw material out, whether that’s through an interview, by drafting documents or by creating an outline. It is then up to the marketing team to take that raw material and use it to create the best first deliverable.

If you are engaged in a content strategy, it is very likely that you are so focused on content development that you’ve missed one of the greatest content strategy opportunities – content repurposing. For example, when you interview a thought leader, your objective is to create raw material. Once you’ve mined that raw material, you should start with the highest value output and go from there.
You may feel that producing content is good enough and that once it’s been published, the content will be found. Create a posting cadence across all of your social channels to alert people to the availability of your content.
Approaching your B2B content strategy by leveraging these four pillars will increase the impact of your thought leadership, and help you achieve your marketing goals.
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Content repurposing is where you take the raw material discussed earlier and present it in a different way.
For example, you might be producing the content for a blog post related to a product launch.
In other words, tweet about it, and post it on Facebook, Google+ and LinkedIn more than once. Not only can the deliverable be published, but that thought leadership content could be an enticement to get your thought leader interviewed for a podcast, a webinar or even for a speaking opportunity.
Follow his insights on marketing technology at the Crimson Marketing Technology Blog and read his upcoming book, Moneyball for Marketing: How Brilliant Marketers Use Big Data and Marketing Technology To Win.

As well as understanding the problems your prospects have, it is important to understand where they are going to go when trying to solve those problems too.
If you are not building and you are only socializing, your business is going to suffer as a result. It will lead to much more short term and long term success and yes, more social engagement.
This is different from defining your positioning strategy, and it is also different from determining your value proposition. Not only do they need an easy way to get the information out of their heads, but they need someone who can take that information and put it into a compelling and coherent message. It could be a blog post, a presentation or an article, but it’s usually only one of those things, rather than all of them. Post at different times of the day, and spread your effort out over days, weeks and months.
Rather, think of promoting a stream of content that comes from that thought leader and your company. This means that people who curate your content today will pay attention to content you produce in the future. Using the example of the raw material that turned into a blog post and was then repurposed, here are some ways to think about promoting that content. You want to be known as a company that is highly knowledgeable about both the problem and its related solutions.
Once that water has passed, no one is going to see it again, so when your readers revisit the waterfall, you want to present them with material they may have missed before. The point here is that you should put just as much energy into repurposing as you put into creating the original content.

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