Content Strategy Case Study


content-strategy-case-study“Ice hockey teams don’t hire players, they hire goal keepers, defense specialists and goal makers.
That’s niching. That’s specializing on solving a specific issue the team has.”

Over the weekend I wrote a couple more chapters for my new book, which should be out later this month. If you subscribe to my newsletter you’ll be the first to know about the date AND you will get to download it for free from Amazon Kindle!

That quote on the top is from chapter 7, and chapter 8 talks about the three blocks of optimum fitness: Exercise, nutrition and rest and the corresponding pillars of business (listen to the podcast episode 8 on March 12th or get my book to find out what those are!).

If you’re strategic with your athletic career, you can’t neglect any of them. And if you run a business, same thing.

I’m repurposing this book chapter on my podcast, or should I say the other way around. Truth is, that’s really hard to say, because I in fact decided to create them side by side.

I also extract social media updates from the episodes and luckily a few days ago I finally ran into a great tool for making nice looking images with some text on it with very little effort. So I have started to use those now, too.

You know what they say about the effectiveness of images and how they get shared a lot more than text updates on social media. With this piece of software you can easily create an image to highlight your post on the Twitter or Google+ stream, and make optimum size images for Pinterest as well, so it’s really handy!

I have Photoshop and I’m really seasoned with it, but it’s not nearly as practical for this purpose. Besides I haven’t loaded that many groovy fonts on my computer, either, so my images have started to look boring.

But yes, this is one part of my strategy:

1) the Podcast which has a unique twist, even though the subject itself is really popular (that’s what I call a “Concept”)
2) Writing a Book about the same topic
3) Posting the episodes on my Blog and
4) Spreading the word about it on Social Media to drive traffic to my website.

I could also make videos from the episodes, place them on YouTube and Facebook and use excerpts from the book as descriptions and posts. If I recorded the video using slides, I could share those on Slideshare and scribd. It’s just that every action takes time with preparations and editing and creating cover images and writing SEO’ed descriptions and if you’re not doing it properly, there’s no point doing it at all.

So what else can I do to support my primary strategy, which is aiming to getting seen as an expert on the topic?

Part of that is writing this blog, of course, and about a variety of topics that have to do with my concept. I’m also looking for more opportunities to speak on other people’s events and podcasts.

When it comes to social media, I have what’s called a “footprint” on several platforms. I’m using this software to stay on track and follow the industry news. BTW, I use the same software to maintain client’s feeds, as I’m helping them to build presence on social media as well. I could even use it to post on my blog – or theirs – but so far I’m not doing that. The only feature it’s missing, like all other automation tools, is the possibility to schedule posts on Google+ profiles (not pages).

This software also allows easy sharing so I can keep my page on Facebook and profile on Linkedin active with very little effort simply by posting other people’s related content. I also post to Twitter, which has lead to me ending up on lists called “social media gurus”. While I don’t see myself as a guru at all and I don’t even have the intention to become one, I’ve made my way to a good company without all that much effort on my side.

I have chosen Twitter as my primary “hub” which I visit daily to read, retweet and share. I have created lists of my own as well and I constantly maintain them so that the feeds never overwhelm me. I schedule tweets that concern my own blog posts with the free version of Hootsuite. I’m still looking for the best way to gather the data about new followers and engagement so that I could thank people.

Here’s what my Twitter follower graph looks like, just as I want it to. The goal is to keep it that way.

Näyttökuva 2015-3-2 kello 15.13.36

I have only just started experimenting with longer posts on Linkedin and Google+ so I don’t really have results on those to share yet.

Any thoughts or questions? Shoot!


  • Catarina

    Reply Reply March 3, 2015

    Great strategies for making readers anticipate and look forward to the launch of your next book.

    • Eveliina

      Reply Reply March 9, 2015

      Thanks Catarina! I’ve held back a little saying it out loud, because I wasn’t sure I’ll get it out this month. But then I decided to just go for it. I work best under some pressure, whether it’s from outside or within. No time to procrastinate when you declare it in public and make the schedule tight :)

  • Jacqueline Gum

    Reply Reply March 4, 2015

    Fantastic strategies…I echo Catarina. And very exciting about your new book. I subscribe to your newsletter, so I’ll be among the first to know:)

    • Eveliina

      Reply Reply March 9, 2015

      Yes you are! 😀

  • ikechi

    Reply Reply March 4, 2015

    Hi Eve

    Excited about your new book and would be on the look out for its release. Also you list great strategies in this post and thanks for introducing us to this software. It is way easy to create images and text. Thanks for sharing.

    • Eveliina

      Reply Reply March 9, 2015

      You’re welcome Ikechi!

  • Lenie

    Reply Reply March 4, 2015

    I checked out the site for images – looks great but I`m not ready for it yet. Congratulations on your coming book, you always have the greatest information so I`m sure it will be a huge success.

    • Eveliina

      Reply Reply March 9, 2015

      Thank you Lenie! 😀

  • Wow, Eve, I don’t know how you keep up with it all! I wish I had half your energy. I like hootsuite too. Anything to make my blogging life easier is a good thing!

    • Eveliina

      Reply Reply March 9, 2015

      When you do things you love it doesn’t really feel like a load.

  • Susan Cooper

    Reply Reply March 11, 2015

    Hi Eveliina, congratulations on your new book. You always have the greatest tips for us bloggers. Wishing you much success!

    • Eveliina

      Reply Reply March 12, 2015

      Thank you Susan! 😀

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