2. Defining a
What is the purpose of your blog?,
Communicate to potential clients that we exist and are experts in
product sourcing ,pr development and supply chain management
What 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 in
What kind of readers do you want to attract?
-Casula readers/ optimizing search engine
What overall goals will your blog achieve?
4. What is Content Planning?
Clarifies who owns
each piece of
content
A content plan describes
who, what, how, where and Highlights project
deadlines
Defines the format
for providing the
content
when content is developed.
Content
Planning
Determines the
frequency in which Identifies who
content is updated receives, reviews
and and approves
each content
Identifies the sign
off processes
behind the supply
of content
5. Content Planning For Blogs
Customer Persona
Define your top three customer personas. These are short pen
portraits of key target customers. Keep it brief; highlight their pain
points 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.
6. Publishing Workflow
Identify Content
Create Content Plan Blogs/ Podcasts/ Video Cast/ Assign Resources
Slide shows
Submit
Submission process – when
Develop 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 Content
quality review, identify who content, identify who
does the editorial review. publishes it.
7. Editorial Calendar
Categor Ref. No. Title Priority Assigne Format Due Risks/ Issues/
y 1-High d to Date Dependencies
5 Low
Vendor VE-5 Sept-Draft1 ensuring JIT Deliveries 3 Zeba Written 15 Nov
Evaluati – Does your suppler
on have the capacity
Metrics 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.
Ahmed
Outsour OS – 18 Sept - Is China a reliable 5 Hasan Podcast Oct 7
ce Review outsource center for
cloth manufacturing?
Content CP- Plan Oct- Oc 5- Content Plan Oct 2011 1 Maha Sept 29 For Monthly Meeting
plan Draft 1
9. 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
10. 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
12. The Most Important Question is…
Potential Content Platforms
Persons of – Blogs, You
Interest tube, scribd, slides - Awareness
hare, 3rd party
Platform
blogs - Customer
User Base
Audience Social
Networks –
- Profitability
Facebook,
Search
Employees Linkedin, Twitter, Engines- SEO - Reputation
Stumbleupon, strategy
Facebook, Google
+
Audience Interaction Platforms Business Results
Who 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?
13. The 2nd Most Important Question
is…
Potential Content Platforms
Persons of – Blogs, You tube,
Interest scribd, slideshare, - Awareness
3rd party blogs
Platform
- Customer
User Base
Audience Social
Networks –
- Profitability
Facebook,
Search
Employees Linkedin, Twitter, Engines- SEO - Reputation
Stumbleupon, strategy
Facebook, Google
+
Audience Interaction Platforms Business Results
Why do we want to interact with
them?
14. Some Bottom Line Returns
What is the bottom line (specific/measurable/deadline
oriented)
Analytics targets:
Subscribers
Inbound Links
Keywords search
Non-analytics targets
Short term goals
Medium Term Goals
Long term Goals
15. The 3rd Most Important Question
is…
BLOG STRATEGY
1. The purpose of this blog is.....
• General Education of Customers
• Soft selling of its services
2. The style of the blog?
• Creating Product/ Service feature awareness
• Others?
3. What do we talk about in this blog
• Key topic/ headings
4. How do we make the voice unique in the blogosphere?
What will be our content
engagement strategy?
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.
