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!

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

49. Segmented Direct Mail

50. Q&A Event

52. Example:
Brand + User
Collaborative
Content

54. Content
Creation
Machine

56. Example:
Curated Social
Content

58. Relevant
+
Influential

59. Think like a
publisher.
Create your own
media channel.

62. Socialize Your
Content.

64. Where do you
begin?

65. Get your house in order
before you invite people over.

66. Thank you.
http://www.linkedin.com/in/pradfordhenderson | @prhenderson