Most savvy marketing teams accept the need to extend beyond the ‘message+media’ campaign to the rolling delivery of branded content. Social media has a massive part to play in this but if the conversations we have on a daily basis are anything to go by most are still struggling to understand where and how it fits.

1. Content Strategy
Jeremy Baldwin
Business Development Director
Agree/Disagree?
versus Postomania
Let Jeremy know:
jeremy.baldwin@brightblueday.co.uk
Most savvy marketing teams accept The z listers. They’ve got to be there and be seen to be there,
whether they’re wanted or not.
5 steps to a content strategy:
the need to extend beyond the The toe dippers. By far the majority, those who are doing
1. Listen and understand. Where your target audience is, what
conversations they are having, and why. How do they use social
‘message+media’ campaign to the something, but waiting to see what others are doing. media in the context of your brand and offer and to what level of
competency?
rolling delivery of branded content. The first, carry on. Show the toe dippers how it’s done.
2. Decide. What do you want to be famous for? Define an editorial
Social media has a massive part to The third are just polluting. Leaving behind a trail of abandoned strategy around key themes that are interesting and useful to
play in this but if the conversations blogs, anorexic Twitter profiles and a toxic mountain of white papers,
comments and opinion. We call it postomania – an obsession with
the audience, that you can genuinely add value to, and that are
ultimately aligned to business objectives. Know what conversations
we have on a daily basis are anything talking for the sake of it, a nervous belief that you have to be seen you want to have.
and heard everywhere all of the time. It sits alongside other great
to go by most are still struggling to manias; cremnomania, an obsession with cliffs; sudokumania,
3. Map. The audience’s journeys and the points where you can
influence it. Understand when and where you have permission to be
understand where and how it fits. an obsession with Sudoku obviously, and my personal favourite
hyperpolysyllabicomania, an excessive fondness for big words – no
involved in the conversation and map what you want to say at each
point. Importantly know where you’re not wanted, where you don’t
seriously they do exist – and many many more.
want to be and the conversations that you don’t want to have.
The smugs will tell you. The important thing is not being there it’s having
This gap between the socially literate brands and the socially
something to say. Real, useful content that leads to meaningful, positive 4. Create. Develop and implement a rolling content plan. Seek expert
challenged is getting bigger, and has led to some pretty
brand experiences. Talk about and make stuff where and when people help to create the richer content, ensure that you have the ability
distinct groups:
want it, and they’ll do the hard work sharing it for you. and capacity to do the long and short form stuff.
The smugs. Yes, you know who you are. Through hard work,
5. Monitor and clean up. Measure the effect. Change what doesn’t
judgement and perhaps a little luck, they are getting it more or This is where content strategy comes in. It’s the missing link between
work and keep moving.
less right. user experience and communications planning. It helps us make sense
of social behaviour and ensures that we are not talking for the sake of it,
The rabbits in the headlights. Stand still, don’t move and
but investing in the right conversations at the right time.
this social stuff might just go away
To find out more please call 01202 669090 or visit brightblueday.co.uk