At this stage, we’ve identified the content, assigned resources and developed it. What’s next?Publish!This should be the easy part but… if you’ve tried to do this without a plan, you know what happens next.Blog posts get written but not reviewed.Podcasts get recorded but not tested for quality.Videos are shot but not formatted correctly; don’t get uploaded to YouTube and stay on the hard drive…There must be a better way.A more effective way to do this is to define the following:
We’re all familiar with the Editorial Calendar that newspapers use; well, it’s the same idea just modified for publishing to the web.Create an Excel spreadsheet and then add the following columns:Category – Content must fit into one of the categories as defined for the content architecture. For example, on Bloggertone, we have categories for Sales, Marketing and Finance. This lets us optimize our content for these channels and build up expertise in these domains.Number – Assign each piece of content a unique number. Create a simple but practical naming convention, such as ContPlan-Oct5-BT-F, which means Content Plan, publish date Oct 5 on Bloggertone, Final version.Title – Create a working title for each article. These can be changed later during development.Priority – Assign a High, Medium or Low status to each deliverable. This helps prioritize content and assign writers and designers where needed.Content Developers – Assign team members to each type of content. Some content assets may require more than one person, for instance, when developing video tutorials or infographics.Format – Identify the format, for example, video and other specifics. Highlight if the video is to be developed for the iPhone, Android, YouTube or TV.Due Date – Assign a due date by which the content must be delivered.R/I/D – Highlight any risks, issues, or dependencies for this deliverable. For example, is this content part of a product launch, special promotion or branding activity?
On Twitter you should aim to share a link to your blog post several times, as this medium moves fast so followers who log on an hour after you’ve tweeted may not see it. Make sure to use different taglines each time you tweet, this allows you see what works best at grabbing people’s attention (and also avoids the wrath of Twitter who frown on the same tweet being repeated ad nauseam). Be sure also to use a urlshortener such as bit.ly or ow.ly as this gives you more of those precious 140 characters to play with, and also provides you with great analytics such as how many clicks, and from what countries, valuable information for future targeting.
Business Blog Strategy
Creating a Business Blog Post Shazia Z Yaqub January 2012
Defining aWhat is the purpose of your blog?, Communicate to potential clients that we exist and are experts in product sourcing ,pr development and supply chain managementWhat do you want say? We need convince readers of your site your are expert opinion to follow and aware of the environment that we operate inWhat kind of readers do you want to attract?-Casula readers/ optimizing search engineWhat overall goals will your blog achieve?
What is Content Planning? Clarifies who owns each piece of contentA content plan describes Defines the Highlightswho, what, how, where and project deadlines format for providing the contentwhen content is developed. Content Planning Determines Identifies the frequency who in which receives, content is reviews and updated and approves Identifies the each content sign off processes behind the supply of content
Content Planning For BlogsCustomer PersonaDefine your top three customer personas. These are short penportraits of key target customers. Keep it brief; highlight their painpoints and most urgent needs. 200 words max. Content Schedule Outline the key content deliverables you need to produce for the next three months. For example, blog posts, white papers, case studies, and videos. Content Mix Define the types of content your customers want to consume. For example, besides text, they may also want video (YouTube), audio (iTunes) and presentations (SlideShare). Keyword Strategy Identify the top twenty keywords you want to target. These should be a blend of keywords you can potentially ‘own’ and long tail keywords for your business sector. Call To Actions Identify the most important call to actions for each content deliverable, for example, email capture, sign up for webinars, download software, Like a Facebook page or add a comment.
Publishing Workflow Identify Content Create Content Plan Blogs/ Podcasts/ Video Cast/ Assign Resources Slide shows Submit Submission process – whenDevelop Outlines/wireframes Develop Content you’ve finished the content, identify who checks it for quality. Review Publish Editorial review process – Publishing process – when when you’ve finished the you’ve approved the Publicize Contentquality review, identify who content, identify who does the editorial review. publishes it.
Editorial CalendarCategor Ref. No. Title Priority Assigne Format Due Risks/ Issues/y 1-High d to Date Dependencies 5 LowVendor VE-5 Sept-Draft1 ensuring JIT Deliveries 3 Zeba Written 15 NovEvaluati – Does your suppleron have the capacityMetrics MET-7 Sept - Final Inhouse or Outsource? 3 Zuhair Video Oct 13 Call ahead for Mr. Cost of outsourcing Tariq Interview Ahmed Appt with Mr. AhmedOutsour OS – 18 Sept - Is China a reliable 5 Hasan Podcast Oct 7ce Review outsource center for cloth manufacturing?Content CP- Plan Oct- Oc 5- Content Plan Oct 2011 1 Maha Sept 29 For Monthly Meetingplan Draft 1
Pre and post publication Actions 1. Search 4. Social Engine 2. Syndication 3. Email List Media Optimizations Sharing Allow people to sign Do a key word up for your blog via Include Social Media search on Google email Sharing buttons on etc blog Send quick email to Set up RSS Feed for your list including automatic delivery the blog title and a to readers Share on link to the page Include keywords in •Twitter the main content, •LinkedIn the headings and •Facebook Set up an automated the image titles. list
Social Media – tips and tricks Make Social Sharing Easy •Have social sharing buttons •Share in the afternoon - people interact more in the afternoons Twitter: •Share blog post several times during the day •Use different taglines/ hashtags •Use Url shorteners bit.ly or ow.ly Linkedin •Share via status message •Share to interest groups •Create dialogue through group discussions Facebook •Create a facebook page •Share the post once Add to other platforms: •Google + •Del.ici.ous •stumbleupon
The Most Important Question is… Potential Content PlatformsPersons of – Blogs, You tube, Interest scribd, slideshare, - Awareness 3rd party blogs Platform - Customer User Base Audience Social Networks – - Profitability Facebook, SearchEmployees Linkedin, Twitter, Engines- SEO - Reputation Stumbleupon, strategy Facebook, Google + Audience Interaction Platforms Business ResultsWho is the Content Audience ? Primary Audience? Secondary and tertiary audiences? Where are they found? What is their informational need? What is their networking need? What value can we provide them by engaging with them?
The 2nd Most Important Question is… Potential Content PlatformsPersons of – Blogs, You tube, Interest scribd, slideshare, - Awareness 3rd party blogs Platform - Customer User Base Audience Social Networks – - Profitability Facebook, SearchEmployees Linkedin, Twitter, Engines- SEO - Reputation Stumbleupon, strategy Facebook, Google + Audience Interaction Platforms Business ResultsWhy do we want to interact withthem?
Some Bottom Line ReturnsWhat is the bottom line (specific/measurable/deadlineoriented) Analytics targets: Subscribers Inbound Links Keywords search Non-analytics targets Short term goals Medium Term Goals Long term Goals
The 3rd Most Important Question is…BLOG STRATEGY1. The purpose of this blog is..... • General Education of Customers • Soft selling of its services2. The style of the blog? • Creating Product/ Service feature awareness • Others?3. What do we talk about in this blog • Key topic/ headings4. How do we make the voice unique in the blogosphere?What will be our contentengagement strategy?