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

Constant Content: Creating an Editorial Plan that’s Relevant, Timely & Integrated Patty Radford Henderson | MIMA Summit | September 28, 2010

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 Website Product Catalog Product features and beneﬁts

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...

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, Followers • Targets

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

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 Fishing Bait 5 How to Fishing 6 Fishing How To 7 Fishing Tips 8 Places to Fish 9 Cleaning Fish 10 Create a Fish

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

Keyword Themed Calendar Example: TakeMeFishing.org

Keyword Themed Calendar Example: Dance Studio

Social Media Audit

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

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 Insight: Participation in social media for avid anglers drops dramatically during ﬁshing season.

#2. Plan

Model the Path to Purchase NEED RECOGNITION SEARCH EVALUATION Understand the Decision Making Process PURCHASE VALUE ASSESSMENT

Model the Path to Purchase AWARENESS CONSIDERATION Deﬁne Your TRIAL Marketing Objectives PURCHASE ADVOCACY

Model the Path to Purchase SELL THE CATEGORY DIFFERENTIATE Determine OFFER AN Your EXPERIENCE Messaging Strategy CALL TO ACTION FOSTER WORD OF MOUTH REFERRAL

Model the Path to Purchase SELL THE CATEGORY DIFFERENTIATE each X OFFER AN EXPERIENCE audience CALL TO segment ACTION FOSTER WORD OF MOUTH REFERRAL

Content Plan must align with - Business Objectives - Marketing Strategy must convey - Brand Positioning - Brand Personality - Unique Selling Proposition (USP)

Content Plan Relevancy

Content Plan Inﬂuence

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

It’s not a matched set of luggage. - Chris Wexler

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

Channel Plan Website Blog Email SMS Facebook Twitter YouTube Flickr Etc. Role Daily Type of Content Weekly Monthly Quarterly

Channel Plan

Email is the Holy Grail. Image from Monty Python’s Spamalot: http://www.montypythonsspamalot.com/downloads.php

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.

#3. Execute

Example: Brand Created Content

Sample Editorial Calendar: Juut Salonspa

Fall Trend Window Posters

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

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

by Patty Radford Henderson on Oct 02, 2010

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Constant Content: Creating an Editorial Plan That’s Relevant, Timely & Integrated — Presentation Transcript