Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated

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It’s time to change your mar­ket­ing model.

Most brands run on advertising-driven, campaign-based, one-way, mass com­mu­ni­ca­tion efforts focused on affect­ing brand aware­ness and posi­tion­ing. This approach no longer works. You need inte­gra­tion and to be in con­stant com­mu­ni­ca­tion with your prospects, mem­bers and cus­tomers. But how?

Patty will share the essen­tials to cre­at­ing and exe­cut­ing a consumer-centric edi­to­r­ial plan with rel­e­vant con­tent at the core. She’ll pro­vide guid­ance on devel­op­ing an inte­grated plan that attracts, engages and nur­tures through all chan­nels: web­site, email mar­ket­ing, search, social, online adver­tis­ing, mobile. She’ll even throw in offline chan­nels for kicks!

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Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated

  1. Constant Content: Creating an Editorial Plan that’s Relevant, Timely & Integrated Patty Radford Henderson | MIMA Summit | September 28, 2010
  2. What is the goal?
  3. The constant delivery of fresh content that is engaging, builds relationships and ultimately drives sales.
  4. What is an editorial plan?
  5. An Editorial Plan Defines - Target Audience - Content to be Published - Format - Channels of Delivery - Timing - Sources
  6. Where do you start?
  7. Typically marketers start with the content they have. About Us Website Product Catalog Product features and benefits
  8. And with what they want to tell their prospects and customers. We need to explain... Brand X does this so we should... I think what they want to know is...
  9. It’s not about you.
  10. Reverse engineer your editorial plan.
  11. #1. Gain Insight
  12. Segment Your Audience • Existing Customers • Active Prospects (personal contact info) • Fans, Friends, Followers • Targets
  13. Segment Your Segments • Existing Customers - Segment A - Segment B • Active Prospects - Segment A - Segment B • Fans, Friends, Followers - Segment A - Segment B • Targets - Segment A - Segment B
  14. Keyword Research 92%
  15. Your Top Organic Keyword List vs. Keyword Research
  16. Example: TakeMeFishing.org
  17. Top Organic Keywords example: TakeMeFishing.org 1 How to Fish 2 Fishing Techniques 3 Fishing 4 Fishing Bait 5 How to Fishing 6 Fishing How To 7 Fishing Tips 8 Places to Fish 9 Cleaning Fish 10 Create a Fish
  18. Keyword Research: Fishing Category example: TakeMeFishing.org highest monthly searches 1 Fishing 823,000 2 Fishing Gear 201,000 3 Fishing Reels 110,000 4 Fly Fishing 110,000 5 Fishing Lures 90,500 6 Fishing Boats 74,000 7 Fishing Games 74,000 8 Bass Fishing 74,000 9 Fishing Tackle 60,500 10 Fishing Rods 60,500 11 Fishing Boat 49,500 12 Largemouth Bass Fishing 44,000 13 Fishing Poles 40,500 14 Fish Recipes 33,100 15 Flounder 33,100 How To Fish 14,800
  19. Keyword Themed Calendar Example: TakeMeFishing.org
  20. Keyword Themed Calendar Example: Dance Studio
  21. Social Media Audit
  22. Social Landscape Analysis example: TakeMeFishing.org YouTube has over 6,000 Flickr has over 16,000 fishing channels, with an groups related to estimated 75,000-200,000 fishing—more than total subscribers. Over Facebook. The top 30 158,000 playlists with groups have over millions of views, and a 20,000 members total of more than 480,000 fishing videos
  23. Social Landscape Analysis example: TakeMeFishing.org
  24. Social Landscape Analysis example: TakeMeFishing.org Sharing the Experience
  25. Member Base, Social Profiling example: TakeMeFishing.org Social Media Activity by Month Insight: Participation in social media for avid anglers drops dramatically during fishing season.
  26. #2. Plan
  27. Model the Path to Purchase NEED RECOGNITION SEARCH EVALUATION Understand the Decision Making Process PURCHASE VALUE ASSESSMENT
  28. Model the Path to Purchase AWARENESS CONSIDERATION Define Your TRIAL Marketing Objectives PURCHASE ADVOCACY
  29. Model the Path to Purchase SELL THE CATEGORY DIFFERENTIATE Determine OFFER AN Your EXPERIENCE Messaging Strategy CALL TO ACTION FOSTER WORD OF MOUTH REFERRAL
  30. Model the Path to Purchase SELL THE CATEGORY DIFFERENTIATE each X OFFER AN EXPERIENCE audience CALL TO segment ACTION FOSTER WORD OF MOUTH REFERRAL
  31. Content Plan must align with - Business Objectives - Marketing Strategy must convey - Brand Positioning - Brand Personality - Unique Selling Proposition (USP)
  32. Content Plan Relevancy
  33. Content Plan Influence
  34. Content Plan inputs Keyword Research • Most searched keywords • The most relevant sites ranking on the top of those Search Engine Results Pages (SERPs) Social Media Audit • Type of conversations that dominate • Topics driving the most engagement • Questions that are being asked • Information they are naturally sharing Integrated Marketing Efforts • Existing analytics, content and assets • Customer feedback, market research • Current marketing and communications plan
  35. It’s not a matched set of luggage. - Chris Wexler
  36. Content Plan SELL THE CATEGORY Category Benefits USP, Product DIFFERENTIATE Benefits, Features Product Sample OFFER AN Reviews, Testimonials EXPERIENCE Information, Entertainment Application/Utility Opt in to Ongoing CALL TO Relation, Promotion ACTION Sense of Urgency FOSTER WORD OF MOUTH Tell a Friend, Share REFERRAL Write a Review
  37. Channel Plan Website Blog Email SMS Facebook Twitter YouTube Flickr Etc. Role Daily Type of Content Weekly Monthly Quarterly
  38. Channel Plan
  39. Email is the Holy Grail. Image from Monty Python’s Spamalot: http://www.montypythonsspamalot.com/downloads.php
  40. Editorial Calendar Jan Feb Mar Apr Theme Seasonality Holidays Events Product Launches Site/App Enhancements Promotions Advertising PR / Events Search Website Apps Facebook Specific Content Twitter YouTube Email SMS Etc.
  41. #3. Execute
  42. Example: Brand Created Content
  43. Sample Editorial Calendar: Juut Salonspa
  44. Fall Trend Window Posters
  45. Email
  46. Website
  47. Trend Stories
  48. Segmented Direct Mail
  49. Q&A Event
  50. Example: Brand + User Collaborative Content
  51. Content Creation Machine
  52. Example: Curated Social Content
  53. Relevant + Influential
  54. Think like a publisher. Create your own media channel.
  55. Socialize Your Content.
  56. Where do you begin?
  57. Get your house in order before you invite people over.
  58. Thank you. http://www.linkedin.com/in/pradfordhenderson | @prhenderson

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