The Business Of Content Management: Blogging V3.

© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Business Of Content Management: Blogging V3.

Who’s Got A Blog?
Is It Mobile Friendly?

Who’s got a scheduled global content deployment strategy
for multiple channels, devices and guest types?

• “Web log” or personal chronicle
• Hobbies & Interests
• Opinions & Ratings
• News & Press Releases
• Light Education
• Push Sales
Blogging In 2006

Why Do You Have A Blog?

• Engagement
• Event Information
• Education on your brand
• Alert (Crisis) Management
• Tell Stories
• “To Inform”
Blogging Directives

BLOG
CONTENT

Blog. Content. Same thing. Right?

POST
Blog.
POST
Content.
COMMUNITIES
SOCIAL MEDIA
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
ARTICLES
PRESS
RELEASES
EMAILS
INTERNAL
MESSAGING
SPECIAL
OFFERS

! Storytelling
! Guest Messaging
! Campaign Structure
! Unique Voice Within Vertical
! Socially Connective Tissue
! Brand Impression
! Recruitment
! Retention
Content Directives

SEO
Content Byproducts
WOM TRUST SHAREABILITYSHAREABILITYSHAREABILITY

But I need to blog create content right?

! Guest bloggers
! Blogger outreach programs
! Brand ambassadors generated
! Pre, during & post event coverage
! Webinars, live #Tweetchats & live events
! Survey & feedback results
! Industry news
Alternative to Brand-centric Content Development
© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Alternative to Brand-centric Content Development

Demo, Device, Distribution & Diversity.

Learn what they mean or hire someone who does.

Who is coming to my content?
! Family - Facebook? Email?
! Groups - Special rates?
! Business - Last minute plans?
What makes them engage?
! Planning
! Referrals
! Seasonality
... All of the above?
Content: Demo

How are they connected to you?
! Direct to call center: “The Questioner”
! Repeat customer (WOM?): “The Scheduler”
! Home/o"ce/tablet: “The Planner”
! Mobile User: “The Hunter”
Ask and ﬁnd out!
Content: Device

Distribution of your campaign content:
! Active, passive or lazy?
! Ubiquitous “blanket” content
! Content from engagement (social)
! Concierge content (1-to-1)
! WOM: Referral activated
Ask your guest what they want!
Content: Distribution

Content that speaks to my lifestyle(s):
! Quick & E"cient
! Romanced & detail rich
! Ratings & Reviews
! Price. How much?
“Content Diversiﬁcation,” do you have it?
Content: Diversity

Diversify your content:
! Rates & Specials - make it exciting and “share worthy”
! Testimonials - must be authentic with no sales
! Information - must feel like education, no legal-ease
! Ratings & reviews - talk openly on challenges and improvements
! Speak your brand - what does it mean to be you?
Blogging is one part of a much larger (content) whole.

Wrap it up and put a bow on it.

Put A Face On It

CONSIDERATION SET
DIFFERENTIATE
ENTICE
BOOKING

Month 3Month 2Month 1
2 2 3 3 5

But I don’t have the time for all this!

The question always becomes:
! Do I hire for this position?
! Is there content services?
! How will they know my brand?
http://thecontentinators.com/
Make time, staff internally or hire experts
DEMAND
DEMAND
JUSTICE!

! Your blog articles are the nucleus
! Content that feels like advertising will fail
! Process for blanket content vs. custom content
! Is your social media supporting your content or siloed?
! How much topical diversiﬁcation is in your content?
! Be mobile-friendly or lose a future foothold
! Content is NOT just a blog post!
! Measure with analytics
...if it works, do it again in a new way!
Key Takeaways

Questions & Statistically Probable Answers
“JusticeMitchell” - Twitter, Skype, AIM, Gmail ...
www.JusticeMitchell.com

The Business Of Content Management: Blogging V3.

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The Business Of Content Management: Blogging V3.