Impose Some Limitshttp://www.flickr.com/photos/ajaxofsalamis/6794460197
How Many Slots in Six Months?Monthly E-Newsletter with Three Articles:6 editions x 3 articles per edition = 18 SlotsWeekly One-Off Email Alerts:26 weeks x 1 topic = 26 slotsFacebook Updates1 per day x 5 days week x 26 weeks = 130 slots 18 + 26 + 130 = 174 Slots to Fill
First, YouMap Original Contentinto 1/3 of Your Slots
Next, You Repurpose that Original Contentinto another 1/3 of Your Slots
Then You Merge What Comes Up intothe Remaining 1/3
Create – and Live By – These Three Documents 1. Big Picture Communications Timeline 2. Core Topics List 3. Editorial Calendarhttp://www.flickr.com/photos/indi/4063079245
Big Picture Communications Timeline Core Topics Annual Evergreen: Color: Perennial:Topics CoreStoryArcsMain Callsto Action January February March April May June July August September October November DecemberEvents or Milestones Within Our ControlEvents or Milestones Out of Our Control
What things happen every year?What’s the seasonal to-do list? http://www.flickr.com/photos/fog6y/3503028725/ MAP
http://www.flickr.com/photos/8106459@N07/4928806600/ There’s Kitten Season . . . And When Congress is in Session . . . http://www.flickr.com/photos/nostri-imago/3033054143
What events, programs, or servicesalso need to be mapped (these arelargely within your control)? http://www.flickr.com/photos/28481088@N00/315671189 MAP
MAPWhat are your primary calls to action throughout the year? flickr.com/photos/pss/1359407958
What story arcs can they participateMAP in with you? flickr.com/photos/zaffi/4597977354 Are we there yet?
Communications Arcs• Think Must-See TV, Except Now It’s Your Content!• Story Threads Over Weeks or Months• Think Beginning, Middle, End flickr.com/photos/wonderlane/5351266905
Today Filing Deadline (Feb)Primary Election (May) DNC Convention in CLT (early Sept) The Story of a Political Change Election Day (Nov)
Adding in Content on Core Topics• Evergreens stay fresh from season to season. Much of basic website content will be evergreen content.• Perennials come back year after year, but do require regular maintenance especially when they are growing and in bloom. Much of your newsletter and blog content will be perennials.• Annual color is short lived, but full of that extra oomph! Much of what you do in social media will be annual color.
Core Topics List for Tabby Cat Rescuers Core Topic Evergreen Perennial Annual ColorWhere to adopt a tabby Directory - only updated as Share Facebook updates needed from our key adoption partnersHow to help tabbies Top Ten Ways to Help Regular features in Stories about star newsletter and blog volunteers, etc.What tabbies are Weekly newsletter feature Featuring individualavailable for adoption tabbies on Facebook andright now TwitterThe history of tabbies Single web page – update Trivia questions on tabby only as new research history becomes available