Constant
  Content:
Creating an Editorial Plan that’s
 Relevant, Timely & Integrated

 Patty Radford Henderson | MIMA Summ...
What is the goal?
The constant delivery
 of fresh content that
  is engaging, builds
   relationships and
ultimately drives sales.
What is an
editorial plan?
An Editorial Plan
    Defines
- Target Audience
- Content to be Published
- Format
- Channels of Delivery
- Timing
- Sources
Where do you start?
Typically marketers
  start with the content
        they have.
                         About Us

                       ...
And with what they want
 to tell their prospects
    and customers.
                                    We need to
       ...
It’s not
about you.
Reverse engineer
your editorial plan.
#1. Gain Insight
Segment Your
          Audience

• Existing Customers
• Active Prospects (personal contact info)
• Fans, Friends, Follower...
Segment Your
               Segments
•   Existing Customers
      -   Segment A
      -   Segment B
•   Active Prospects
 ...
Keyword Research

             92%
Your Top Organic
  Keyword List
       vs.
    Keyword
    Research
Example: TakeMeFishing.org
Top Organic
 Keywords
 example: TakeMeFishing.org



     1 How to Fish
     2 Fishing Techniques
     3 Fishing
     4 Fi...
Keyword Research:
 Fishing Category
     example: TakeMeFishing.org

                                    highest
         ...
Keyword Themed
   Calendar
   Example: TakeMeFishing.org
Keyword Themed
   Calendar
   Example: Dance Studio
Social Media Audit
Social Landscape Analysis
                         example: TakeMeFishing.org




                                        ...
Social Landscape Analysis
        example: TakeMeFishing.org
Social Landscape Analysis
               example: TakeMeFishing.org




 Sharing the
 Experience
Member Base, Social
    Profiling
         example: TakeMeFishing.org



      Social Media Activity by Month




    Insig...
#2. Plan
Model the Path to Purchase
                   NEED RECOGNITION



                        SEARCH



                      ...
Model the Path to Purchase
            AWARENESS



          CONSIDERATION


                          Define Your
       ...
Model the Path to Purchase
              SELL THE CATEGORY



                DIFFERENTIATE

  Determine
                 ...
Model the Path to Purchase
         SELL THE CATEGORY



           DIFFERENTIATE


                                   eac...
Content Plan
                  must align with

- Business Objectives
- Marketing Strategy

                      must con...
Content Plan



Relevancy
Content Plan


          Influence
Content Plan
                               inputs
Keyword Research
 •   Most searched keywords
 •   The most relevant sit...
It’s not a matched set of luggage.
                            - Chris Wexler
Content Plan
                          SELL THE CATEGORY              Category Benefits


  USP, Product
                  ...
Channel Plan
            Website   Blog   Email   SMS   Facebook   Twitter   YouTube   Flickr   Etc.


  Role



 Daily


...
Channel Plan
Email is the Holy Grail.
               Image from Monty Python’s Spamalot: http://www.montypythonsspamalot.com/downloads....
Editorial Calendar
                        Jan   Feb   Mar   Apr
       Theme
     Seasonality
      Holidays
       Event...
#3. Execute
Example:
Brand Created
   Content
Sample Editorial Calendar: Juut Salonspa
Fall Trend
Window Posters
Email
Website
Trend Stories
Segmented Direct Mail
Q&A Event
Example:
Brand + User
Collaborative
   Content
Content
Creation
Machine
Example:
Curated Social
   Content
Relevant
    +
Influential
Think like a
   publisher.
Create your own
media channel.
Socialize Your
  Content.
Where do you
  begin?
Get your house in order
before you invite people over.
Thank you.

http://www.linkedin.com/in/pradfordhenderson | @prhenderson
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated
Upcoming SlideShare
Loading in …5
×

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

19,893
-1

Published on

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!

Published in: Business
11 Comments
53 Likes
Statistics
Notes
No Downloads
Views
Total Views
19,893
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
737
Comments
11
Likes
53
Embeds 0
No embeds

No notes for slide

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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×