Neal Schaffer

Neal is a global leader in marketing who, in addition to speaking, consulting, and writing books, also teaches social media marketing and social selling to executives at Rutgers Business School (USA), the Irish Management Institute (Ireland), and the University of Jyvaskyla (FInland).

He also has his my own social media agency, PDCA Social, which focuses on Japanese clients and their overseas web marketing. Having spoken at hundreds of events and on four continents since 2009, he brings a global perspective as an educator who is truly passionate about helping others raiser their literacy in marketing. In his perspective, content is truly the currency of digital and social media marketing and is the center of all of the work and teachings he does.

Expert session

Tactic that has had the biggest impact on Neal’s success

 Doing social media content curation correctly

Result if you follow the steps in Neal’s session

Curated content that drives engagement and builds your own authority

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

Who is your target user? What makes them tick? What information would they be interested in that is relevant to your business?

So one of my new clients is a Japanese company. This is a Japanese company that does b2b events in Japan, and they want to work with foreign companies that want to do test market, or maybe they go to a convention in Japan, and they want to try to drum up business from beats.

Okay, so, here I am, and I was in Tokyo last week and consulting with them. So trying to figure out just like, I’d figure out if I was consulting with each one of you listening, what would be the content that makes these people tick?

So a lot of the content is going to be about their industry and they are focused on certain high tech industries, certain biotech industries, aerospace, what have you focused on industry information that’s going to be a magnet for those that are in the industries that are in marketing that would pique their interest, obviously case studies from their own successful events in Japan.

This is obviously going to be on the content creation side. But on the content creation side, it could be reports from their customers of their events of how successful they were. It can also be just information about business in Japan, and how successful other companies have been in Japan, as a hint that, you know, your company may also find success in Japan if you work with us.

So it’s going to be different for each one of you for the Alzheimer’s case, I gave you another instance, for my own business, right? I am writing a book on influencer marketing.

So obviously, I’m sharing a lot of content that others are writing based on influencer marketing so that when people are interested in it, they’ll want to follow me and therefore become interested in my book and see me as a thought leader in the subject.

So what is it that makes people tick? What is it that your company provides a product or service on and what is the intersection of those things that are directly related to your product as well as indirectly related to your product that people would want to read and become interested in and therefore, indirectly want to become a customer of yours?

I worked with another client and they had a medical product for mothers of babies from six months to three years old. So if you are a mother with a baby of six months, of three year old, and they start to have a runny nose, they get a fever. These are some of the reasons why you would want to use this medical equipment.

So obviously, the content that our agency shared was based on a lot of medical advice for newborn moms, things they may not have known, you know, symptoms that they may think are not serious, but maybe they should consult a doctor on anything medical related for that age group so that they would become trusted with us and say, “Hey, I wonder who this company is”, you know, click on our link, go to our web page, go to our Amazon product page, what have you.

So this is a type of information hopefully, by giving you three distinct, you know, or four distinct case studies by now. It gives you an idea as the type of content and you know, as a marketer, and as a small business owner, as an entrepreneur, you want to be doing test marketing, you want to be doing AB testing.

So, I was on behalf of my agency curating content according to a different types of categories, so for instance, for the Alzheimer’s disease, diet was a category, fitness was a category, things directly related to Alzheimer’s disease was a category, a caregiver information was a category.

And I was testing the success of these different types of curated content by category by different social network. And the results were very different on a Facebook compared to a Twitter.

So that’s sort of the phase two, once you get comfortable with the subject, what is the type of content that’s best resonating with community that’s best driving new followers, that’s best generating clicks. And really, that data is going to give you a great idea as to what content you should be sharing more of or what content you should be sharing myself.