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How to Develop a Content Strategy

How to develop a content marketing strategy for marketing and public relations. PRSA webinar conducted on March 12, 2015.

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How to Develop a Content Strategy

  1. 1. Presented to Absolute Software | May 29, 2009© Affect Strategies How to Develop a Content Strategy PRSA Webinar Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect March 12, 2015
  2. 2. Sandra  Fathi   •  President,  Affect   •  PRSA-­‐NY  Board  Member   •  Past  PRSA  Tri-­‐State  District  Chair   •  Past  President,  PRSA  NY  Chapter   •  Past  President,  PRSA  Technology   SecBon    
  3. 3. Technology Healthcare Professional Services     Affect  
  4. 4. Agenda All About the Content: •  Deciphering What Customers Want •  Determining What Your Brand Can & Should Be Talking About •  Creating a Content Calendar/Flight Plan •  Developing Content with Maximum ROI •  Riding the News Wave: Story Hijacking & Trend Intervention •  Training Your Audience to Come Back for More: Content Lures •  Generating Actions with Your Content 4  
  5. 5. Something  to  Talk  About   5  
  6. 6. What Customers Want •  Who is your target audience? •  Where do they congregate? •  What are they searching for? •  Why are they visiting these sites? •  What do they talk about? •  What prompts a share, like or other action? 6  
  7. 7. Helping  Others   Resources         EducaBng  the   Community   -­‐-­‐-­‐   Facebook       TwiLer   AddicBon  Forums   Blogs   7   -­‐-­‐-­‐   Personal         Professional   Research   What Customers Want Addicts   Parents   Psychologists   Therapists   AddicBon   Specialists   Educators  
  8. 8. Topic Mapping 8   Sample Areas of Credibility •  Company •  Products/Services •  Employees •  Customers •  Market •  Research –  Source It –  Aggregate It –  Own It –  Create It What Your Brand Can & Should Be Talking About What Your Brand Should NOT Be Talking About •  Irrelevant Content •  Legal Pitfalls •  Areas with Lack of Authority or Credibility
  9. 9. Topic Mapping 9   Example:   Focus   Sample  Topics   Company   Product  Updates/IntroducBons   Customer  Case  Studies   Management/ExecuBve  Changes   Market   Industry  News   Regulatory  Environment   Global  Trade   News   Ocean  Pirates   Green/Sustainability   Natural  Disasters  (Impact  on  Global  Trade)   Data   Proprietary  Data  &  Analysis:   World  Shipping  Routes/Manufacturing/Industry  Stats  
  10. 10. Topic Mapping 10   Example:   Focus   Sample  Topics   Subjects   Company   Treatment  Programs   Clinical  Professionals   ExecuBve  Management   AddicBon   Alcohol   Drugs   ParenBng   RelaBonships   Co-­‐exisBng/Process  AddicBons     NOT   Marijuana   Diagnoses   Private  Persons   Market   Industry  Research   Regulatory  Environment   Legal  Issues*   News   High  Profile  AddicBon   Data   Proprietary  Research  
  11. 11. Content Sources Gathering Your Resources •  Internal –  You –  Employees –  Customers –  Systems/Data •  External –  3rd Party Contracted/Partnership –  Public Domain –  News Media 11  
  12. 12. Riding The News Wave Story Hijacking •  Breaking News Now •  Immediate Opportunity to Comment •  Next Day: “What Does This Mean to Me” Analysis •  Next Week: “What Does This Mean to the Industry” Analysis •  Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention •  Long-term Trending News Topic •  Seasonally Recurring News Topic •  Media & Audience Demand Ongoing •  Regular Columns/Features/Publications in Planning 12  
  13. 13. 13   Story Hijacking & Trend Intervention
  14. 14. Story Hijacking & Trend Intervention 14  
  15. 15. Story Hijacking & Trend Intervention Break the News 15  
  16. 16. Content Lures Keeping Audiences Coming Back for More: Creating Recurring Value •  Educational/Tips Series •  Regular Features •  Weekly/Monthly Spotlights •  Quarterly/Biannual/Annual Reports Source: TechAffect.com 16  
  17. 17. SubscripBon  Series   17  
  18. 18. Customer  Generated     Content   18  
  19. 19. Content Lures 19  
  20. 20. Distribution & Format Content in All It’s Glory 20  
  21. 21. Maximizing  Your  Content   21  
  22. 22. Content Calendar •  Map out the Year –  Company/Product News –  Major Events –  Seasons –  Holidays –  Themes –  Buying Cycles –  Reports –  Elections –  Etc. 22  
  23. 23. Content Calendar 23   Q1   Q2   Q3   Q4   Tax   Season   Summer   Travel   Back  to   School   Holiday   Tip  Series   Tip  Series   Tip  Series   Tip  Series   Research   Report   Survey   Research   Report   Survey   Video   Series   Graph   Series   Video   Series   Graph   Series  
  24. 24. Content  Calendar   24  
  25. 25. Generating Actions •  Research what resonates •  Establishment •  Anti-Establishment •  Make it easy to take action –  Provide Flexible Formats –  Bite/Right-Sized Information –  Eliminate Restrictions •  Make the Sharer the Hero •  Ask •  Reciprocate 25  
  26. 26. Recap 26   All About the Content: •  Deciphering What Customers Want •  Determining What Your Brand Can & Should Be Talking About •  Creating a Content Calendar/Flight Plan •  Developing Content with Maximum ROI •  Riding the News Wave: Story Hijacking & Trend Intervention •  Training Your Audience to Come Back for More: Content Lures •  Generating Actions with Your Content
  27. 27. Presented to Absolute Software | May 29, 2009© Affect Strategies How to Develop a Content Strategy PRSA Webinar Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect March 12, 2015

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