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"Sticky Content" Ragan Content Marketing Summit
 

"Sticky Content" Ragan Content Marketing Summit

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How to ensure that your tweets are not obsolete immediately after you post - Ensure that your content has the maximum ROI and staying power. Presented at Ragan Content Summit in NYC on December 4, ...

How to ensure that your tweets are not obsolete immediately after you post - Ensure that your content has the maximum ROI and staying power. Presented at Ragan Content Summit in NYC on December 4, 2013

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"Sticky Content" Ragan Content Marketing Summit "Sticky Content" Ragan Content Marketing Summit Presentation Transcript

  • Sticky Content Ragan Content Marketing Summit December 4, 2013 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com © Affect Strategies @sandrafathi Slideshare.net/sfathi © Presented to Absolute Software | May 29, 2009 Affect
  • Sandra Fathi • President, Affect – Public Relations and Social Media Firm – Serving B2B Technology, Healthcare and Professional Services Clients • Immediate Past-President, PRSA-NY • Past President, PRSA Technology Section • Sample Clients: 1
  • Agenda All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 2
  • What Customers Want • • • • Who is your target audience? Where do they congregate? What do they talk about? What prompts a share, like or other action? Example: Addicts --- --- Helping Others Parents Facebook Personal Resources Psychologists Twitter Professional Educating the Therapists Addiction Forums Research Community Addiction Specialists Blogs Educators 3
  • Topic Mapping What Your Brand Can & Should Be Talking About Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market • Research – Source It – Aggregate It – Own It – Create It What Your Brand Should NOT Be Talking About • Irrelevant Content • Legal Pitfalls • Areas with Lack of Authority or Credibility 4
  • Topic Mapping Example: Focus Sample Topics Company Product Updates/Introductions Customer Case Studies Management/Executive Changes Market Industry News Regulatory Environment Global Trade News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade) Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats 5
  • Topic Mapping Example: Focus Sample Topics Subjects Company Treatment Programs Clinical Professionals Executive Management Market Industry Research Regulatory Environment Legal Issues* Addiction Alcohol Drugs Parenting Relationships Co-existing/Process Addictions News High Profile Addiction Data Proprietary Research NOT Marijuana Diagnoses Private Persons 6
  • Content Sources Gathering Your Resources • Internal – You – Employees – Customers – Systems/Data • External – 3rd Party Contracted/Partnership – Public Domain – News Media 7
  • Riding The News Wave Story Hijacking • Breaking News Now • Immediate Opportunity to Comment • Next Day: “What Does This Mean to Me” Analysis • Next Week: “What Does This Mean to the Industry” Analysis • Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention • Long-term Trending News Topic • Seasonally Recurring News Topic • Media & Audience Demand Ongoing • Regular Columns/Features/Publications in Planning 8
  • Story Hijacking & Trend Intervention 9
  • Story Hijacking & Trend Intervention Break the News 10
  • Content Lures Keeping Audiences Coming Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports Source: TechAffect.com 11
  • Distribution & Format Content in All It’s Glory Press Release White Paper Report Website Blog Post Marketing Collateral Webinar Slideshow Social Media • Facebook • Twitter • Google+ • YouTube • SlideShare • Etc. Text Images Graphics Video Audio PPT Etc. 12
  • Content Lures 13
  • Generating Actions • • • • Research what resonates Establishment Anti-Establishment Make it easy to take action – Provide Flexible Formats – Bite/Right-Sized Information – Eliminate Restrictions • Make the Sharer the Hero • Ask • Reciprocate 14
  • Content Calendar • Map out the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 15
  • Content Calendar Q1 Q2 Q3 Q4 Tax Season Summer Travel Back to School Holiday Tip Series Tip Series Tip Series Tip Series Research Report Survey Research Report Survey Video Series Graph Series Video Series Graph Series 16
  • Recap All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 17
  • Sticky Content Ragan Content Marketing Summit December 4, 2013 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com © Affect Strategies @sandrafathi Slideshare.net/sfathi © Presented to Absolute Software | May 29, 2009 Affect