Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Cross-channel Content Planning Workshop. Erin Scime Confab Intensive PDX August 31, 2015.

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 2 About me Platform content strategy Strategic planning Product content strategy

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 FB CS slide. Add a FB slide The Facebook content strategy team

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Most of us in this room are content strategists working in non-profits and tech 1. Content Strategist (52%) 2. Marketer (18%) 3. Copywriter (15%) 4. Other (8%) 5. Project Manager (5%) 6. UX Designer (2%) 1. Non-profit / Gov / Educ. (34%) 2. Tech Company (18%) 3. Agency (16%) 4. Other (14%) 5. Financial Company (9%) 6. Self-employed (7%) 7. Media Company (2%) Top industries Top titles *Surveymonkey participant survey

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 We all do some content planning in our jobs 36% spend around 25% 33% spend over 75% 27% spend around 50% 4% spend less than 10% 0% spend no time *Surveymonkey participant survey

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 We are all here to make the most of our day Learn what content planning is See content planning deliverables Hear experiences of others Get tactics for how to integrate into my organization 1. 2. 3. 4.

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Next 2 minutes: Meet the people at your table: 1. Name 2. Where you work & role 3. Biggest obstacle you face in content planning

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 _Content Planning Overview (20 min) _Exercise (40 min) _Break (20 min) _Exercises (80 min) _Wrap Up & Discussion (10 min) 9 Agenda.

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 CONTENT PLANNING OVERVIEW.

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Traditional advertising/marketing is already planning for content Digital Planners! Marketers! Media Buyers! Branded Content Creators! Advertisers! Comms Managers!

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 They talk about it via 3 tactics Buying relationship Deepening relationship Building relationship • Display • Native advertising • TV / print / radio • SEM • Out of home • Website(s) • Mobile sites • Apps • Email • Retail • Social • Influencers/bloggers • Forums • SEO PAID! OWNED! EARNED!

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 We are now at a cross-roads. Content strategy & marketing are converging Content Strategy Marketing/Advertising (historically campaign oriented) (historically platform oriented) How do we work together?! Media buying, content marketing, branded content, social marketing, PR / communications Editorial strategy, copywriting, interactive content, CMSs

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Job descriptions are starting to overlap A CS job at RAPP: A Marketing job at Kroger: *Job descriptions pulled from Linkedin

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 No choice: advertising, marketing & content strategy all need to work together Advertising! Marketing! Design! Content Plan! The persuasive message Broadcasting the persuasive message (owned & paid) Designing the container & context for reception of the message Plan for what, where, why, how, when

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Our mantra: The right content, to the right consumer, at right time & place, across all channels Audience Behaviors Data Tone Format Channel Device Evergreen Always-on Context What data do we have? What are their needs? Where are they in their journey? Content How does it look & feel? What content types resonate? Container Where is it distributed? What format is native to that channel/device? Cadence How often is it refreshed? How always-on is it? How are we optimizing it?

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Content Strategist! • Editorial strategy • Metadata/CMS • Content production Digital Planner! • Campaign planning • Brand messaging • Market positioning Experience Designer! • User research • Experience planning Content planners must wear many hats, all focused around content Media Buyer! • Channel buys • Budgets • Target volumes Marketer! • Market research • Audience engagement • Brand health

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Ideal content planning process Market research Social listening Analytics insights User research Search analysis Brand health Content auditing Content Plan! • Content opportunities (market) • Business goals we will meet • Who the audience is • What content to create/partnerships • Where (channels) • How we will speak to audience • When live/cadence • Measurement plan • Content production plan Audit & Observe Strategy Operationalize Optimize Publish & React! • Content creation • Influencer activation • Content optimization • Active amplification Use tools to identify opportunity areas Devise the game plan Implement game plan Use tools to gauge performance Monitor & Assess ! • Testing • Observe • Revise original plan More of: • Social listening • Search analysis • Site & campaign traffic analysis • Brand health Content Strategist! Analytics! Media! Marketing! Search! Content Strategist! Creators! Content Strategist! Analytics! Content Strategist! Analytics! Media! Marketing! Search!

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Today: Create 3 deliverables in a content plan plan. !

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 _Exercise 1: Content Personas (40 min) _Break (20 min) _Exercise 2: Consumer Journey (40 min) _Exercise 3: Content Ecosystem (40 min) _Wrap Up & Discussion (10 min) 20 Remainder of our time:!

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 CONTENT PERSONAS Exercise 1

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Content personas turn marketing data into a relatable, human-like form Content personas answer: ü Who (the target is) ü Where (preferred channels & sites) ü What (key messages they need) ü How (tone to message them) Content Personas Marketing priorities! Analytics & insights! Market research: ! Demo/psychographics! User research! Social listening!

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Content personas ensure everyone is planning for the same targets: - Get stakeholder buy-in - Refer to during design - On-board creators - Give to advertisers to align targets Tip! the output can be a poster Turn data into “life-like” targets

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Great for socializing; getting on same page Post content personas: • During key meetings • Around the office • Senior stakeholder offices • Creatives’ desks

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Content persona checklist: What you need to answer What it gives you Where to get it The “WHO”! Identify target via consumer demographics & brand preferences Stats to develop their “personality” • Market research (qual., quant., MRIs) • Customer databases (CRM) The “HOW” ! How they want to be spoken to The tone & voice • Campaign plan • Existing brand guidelines The “WHERE” ! Consumer behavior, preferred channels Which channels they prefer, how they interact with the product currently • Market research • Analytics • Search analysis The “WHAT”! Key messages they need What messages they will respond to • Market research • User research • Social listening

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Introducing America’s newest bank: Oink! Bank

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Oink! Bank is an emerging banking leader, placing a heavy emphasis on digital banking. It is primarily an urban, west coast bank, with a few retail branches in major cities. The brand is popular with Millennials, who are receptive to performing banking tasks online. Oink! Bank is unveiling a new product called “Oink! Pay!”, which allows customers to make a purchase on merchant websites directly via their Oink! Bank account. The bank is hoping to gain market share from Pay Pal. *Oink! Bank is not a real bank. Oink! Bank

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Exercise 1 Get into groups. Work together to fill out the worksheet that will be the base for your personas. Fill in your worksheet: 1. The “WHO” (already prefilled) 2. The “WHAT” (key message & priority content) 3. The “WHERE” (channels) 4. The “HOW” (tone) 15 minutes = worksheet 15 minutes = discuss

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 BREAK for lunch slide BREAK (20 min)

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 CONSUMER JOURNEYS Exercise 2

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Consumer journeys help you map consumer touch points along their natural journey ü Align all channel messaging along a single customer path ü Gain a birds-eye view of all your messaging at once ü Prioritize messaging easier ü Better assign budget efforts across

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 The basis of any consumer journey: Awareness Consideration Decision Usage Consumer becomes aware of product/service as a viable option Consumer recognizes product/service as a viable option Consumer makes decision & takes desired action: signs-up, provides email, makes purchase Consumer engages with product/service

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 They can be linear Credit: Graham D. Brown, 2014 http://www.grahamdbrown.com/the-customer-experience-journey-infographic/

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Or show movement through a conversion Credit: RAPP: https://www.pinterest.com/pin/146367056615417437/

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 They can map property to journey in a simple way Credit: Mis Apis Por Tus Cookies, 2013 http://www.misapisportuscookies.com/2013/06/customer-journey-map-clientes/

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 A good template for non-designed journeys

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Exercise 2 Get into groups. Work together to path out a customer journey. 1. Use the provided template to list out all possible channels & touch points to meet your target. Prioritize list (10 min) 2. Use the provided template to map prioritized channels & touch points to each stage of the journey (15 min) 3. Discuss (10 min)

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 CONTENT ECOSYSTEMS Exercise 3

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Content ecosystems help you plot and plan for consumer touch points across channels ü Plan and view how and where CTAs will point ü Plan and view channel co- dependence across owned & paid ü Collaborate with media teams to sync paid & owned messaging Main property OwnedPaid Channel A Channel B Channel C Channel D Channel A Channel B Channel C Channel D

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 They can be a map of properties with relationships SITE EARNED PASSIVE BANNERS Takeovers Contextual citicards.com citi.com BANNERS Retargeting Competitive ORGANIC SEARCH PAID SEARCH PAID SOCIAL TV / RADIO PRINT / OOH EMAIL DM LANDING PAGE PR ACTIVE LEARN / SOLVE COMPARE APPLY ENGAGE / SPEND / ADVOCATE CITI BANK BLIPPAR OFFER VIDEO GAMECITI BIKE

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 They can be high-level, emphasizing user action Credit: John McCrory, HUGE

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 A good example for combining property & user action

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Exercise 3 Get into groups. Use the example ecosystem to plot your Oink! Pay! ecosystem. 1. Using Post-its and flip charts, work together to draw ecosystem for Oink! Pay! based on your preliminary channel prioritization during Exercise 2. (10 min.) 2. Add the role and CTA (call-to-action) for each channel touch point (15 min) 3. Look at others, discuss (5 min)

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 WRAP UP The end

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Summary of what we learned • Content planning is no longer a “nice to have” option. It is part of anyone’s job who touches content. • Content personas help you flesh out the personality of your targets: who they are, what they respond to, what content they need, what channels to intercept them on • Consumer journeys allow you to map channel touch points to maximize your messaging • Content ecosystems give you a map of channels & actions you want your consumers to take after you message them

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 What happens after the content plan?

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 How you can set this up in your organization Build relationships ! Identify stakeholders, likeminded collaborators & advocates Think small bites! Quick wins & demonstrate value to do more later Patience for the long run! Expect long-term commitment; not a 6 month project Love by Jason D. Rowley ; Noun Project Cookie by Rashida Luqman Kheriwala; Noun Project Running by Kevin Laity; Noun Project

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 Discussion: How can/will you apply this to your job?

Erin Scime, Content Planning Workshop:
Confab Intensive, August 31, 2015 THANK YOU.