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Constant
  Content:
Creating an Editorial Plan that’s
 Relevant, Timely & Integrated

 Patty Radford Henderson | MIMA Summit | September 28, 2010
What is the goal?
The constant delivery
 of fresh content that
  is engaging, builds
   relationships and
ultimately drives sales.
What is an
editorial plan?
An Editorial Plan
    Defines
- Target Audience
- Content to be Published
- Format
- Channels of Delivery
- Timing
- Sources
Where do you start?
Typically marketers
  start with the content
        they have.
                         About Us

                                    Website
Product
Catalog   Product features
            and benefits
And with what they want
 to tell their prospects
    and customers.
                                    We need to
                                    explain...
 Brand X does this
  so we should...


                     I think what
                     they want to
                       know is...
It’s not
about you.
Reverse engineer
your editorial plan.
#1. Gain Insight
Segment Your
          Audience

• Existing Customers
• Active Prospects (personal contact info)
• Fans, Friends, Followers
• Targets
Segment Your
               Segments
•   Existing Customers
      -   Segment A
      -   Segment B
•   Active Prospects
      -   Segment A
      -   Segment B
•   Fans, Friends, Followers
      -   Segment A
      -   Segment B
•   Targets
      -   Segment A
      -   Segment B
Keyword Research

             92%
Your Top Organic
  Keyword List
       vs.
    Keyword
    Research
Example: TakeMeFishing.org
Top Organic
 Keywords
 example: TakeMeFishing.org



     1 How to Fish
     2 Fishing Techniques
     3 Fishing
     4 Fishing Bait
     5 How to Fishing
     6 Fishing How To
     7 Fishing Tips
     8 Places to Fish
     9 Cleaning Fish
    10 Create a Fish
Keyword Research:
 Fishing Category
     example: TakeMeFishing.org

                                    highest
                                   monthly
                                   searches
     1   Fishing                   823,000
     2   Fishing Gear              201,000
     3   Fishing Reels             110,000
     4   Fly Fishing               110,000
     5   Fishing Lures              90,500
     6   Fishing Boats              74,000
     7   Fishing Games              74,000
     8   Bass Fishing               74,000
     9   Fishing Tackle             60,500
    10   Fishing Rods               60,500
    11   Fishing Boat               49,500
    12   Largemouth Bass Fishing    44,000
    13   Fishing Poles              40,500
    14   Fish Recipes               33,100
    15 Flounder                     33,100
                                              How To Fish   14,800
Keyword Themed
   Calendar
   Example: TakeMeFishing.org
Keyword Themed
   Calendar
   Example: Dance Studio
Social Media Audit
Social Landscape Analysis
                         example: TakeMeFishing.org




                                                      YouTube has over 6,000
Flickr has over 16,000                                fishing channels, with an
groups related to                                     estimated 75,000-200,000
fishing—more than                                      total subscribers. Over
Facebook. The top 30                                  158,000 playlists with
groups have over                                      millions of views, and a
20,000 members                                        total of more than 480,000
                                                      fishing videos
Social Landscape Analysis
        example: TakeMeFishing.org
Social Landscape Analysis
               example: TakeMeFishing.org




 Sharing the
 Experience
Member Base, Social
    Profiling
         example: TakeMeFishing.org



      Social Media Activity by Month




    Insight: Participation in social media for avid
    anglers drops dramatically during fishing season.
#2. Plan
Model the Path to Purchase
                   NEED RECOGNITION



                        SEARCH



                      EVALUATION
 Understand the
 Decision Making
     Process          PURCHASE


                        VALUE
                      ASSESSMENT
Model the Path to Purchase
            AWARENESS



          CONSIDERATION


                          Define Your
              TRIAL
                          Marketing
                          Objectives
            PURCHASE



            ADVOCACY
Model the Path to Purchase
              SELL THE CATEGORY



                DIFFERENTIATE

  Determine
                  OFFER AN
     Your        EXPERIENCE
  Messaging
   Strategy        CALL TO
                   ACTION

                FOSTER WORD
                 OF MOUTH
                  REFERRAL
Model the Path to Purchase
         SELL THE CATEGORY



           DIFFERENTIATE


                                   each
                             X
             OFFER AN
            EXPERIENCE           audience
              CALL TO
                                 segment
              ACTION

           FOSTER WORD
            OF MOUTH
             REFERRAL
Content Plan
                  must align with

- Business Objectives
- Marketing Strategy

                      must convey

- Brand Positioning
- Brand Personality
- Unique Selling Proposition (USP)
Content Plan



Relevancy
Content Plan


          Influence
Content Plan
                               inputs
Keyword Research
 •   Most searched keywords
 •   The most relevant sites ranking on the top of those Search
     Engine Results Pages (SERPs)
Social Media Audit
 •   Type of conversations that dominate
 •   Topics driving the most engagement
 •   Questions that are being asked
 •   Information they are naturally sharing
Integrated Marketing Efforts
 •   Existing analytics, content and assets
 •   Customer feedback, market research
 •   Current marketing and communications plan
It’s not a matched set of luggage.
                            - Chris Wexler
Content Plan
                          SELL THE CATEGORY              Category Benefits


  USP, Product
                            DIFFERENTIATE
Benefits, Features
                                                      Product Sample
                              OFFER AN              Reviews, Testimonials
                             EXPERIENCE          Information, Entertainment
                                                     Application/Utility
     Opt in to Ongoing
                               CALL TO
    Relation, Promotion
                               ACTION
     Sense of Urgency
                            FOSTER WORD
                             OF MOUTH
                                              Tell a Friend, Share
                              REFERRAL
                                                Write a Review
Channel Plan
            Website   Blog   Email   SMS   Facebook   Twitter   YouTube   Flickr   Etc.


  Role



 Daily




                             Type of Content
Weekly



Monthly



Quarterly
Channel Plan
Email is the Holy Grail.
               Image from Monty Python’s Spamalot: http://www.montypythonsspamalot.com/downloads.php
Editorial Calendar
                        Jan   Feb   Mar   Apr
       Theme
     Seasonality
      Holidays
       Events
  Product Launches
Site/App Enhancements
     Promotions
     Advertising
     PR / Events
       Search
      Website
        Apps
      Facebook
                        Specific Content
       Twitter
      YouTube
       Email
        SMS
        Etc.
#3. Execute
Example:
Brand Created
   Content
Sample Editorial Calendar: Juut Salonspa
Fall Trend
Window Posters
Email
Website
Trend Stories
Segmented Direct Mail
Q&A Event
Example:
Brand + User
Collaborative
   Content
Content
Creation
Machine
Example:
Curated Social
   Content
Relevant
    +
Influential
Think like a
   publisher.
Create your own
media channel.
Socialize Your
  Content.
Where do you
  begin?
Get your house in order
before you invite people over.
Thank you.

http://www.linkedin.com/in/pradfordhenderson | @prhenderson

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Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integrated

  • 1. Constant Content: Creating an Editorial Plan that’s Relevant, Timely & Integrated Patty Radford Henderson | MIMA Summit | September 28, 2010
  • 2. What is the goal?
  • 3. The constant delivery of fresh content that is engaging, builds relationships and ultimately drives sales.
  • 5. An Editorial Plan Defines - Target Audience - Content to be Published - Format - Channels of Delivery - Timing - Sources
  • 6. Where do you start?
  • 7. Typically marketers start with the content they have. About Us Website Product Catalog Product features and benefits
  • 8. And with what they want to tell their prospects and customers. We need to explain... Brand X does this so we should... I think what they want to know is...
  • 12. Segment Your Audience • Existing Customers • Active Prospects (personal contact info) • Fans, Friends, Followers • Targets
  • 13. Segment Your Segments • Existing Customers - Segment A - Segment B • Active Prospects - Segment A - Segment B • Fans, Friends, Followers - Segment A - Segment B • Targets - Segment A - Segment B
  • 15. Your Top Organic Keyword List vs. Keyword Research
  • 17. Top Organic Keywords example: TakeMeFishing.org 1 How to Fish 2 Fishing Techniques 3 Fishing 4 Fishing Bait 5 How to Fishing 6 Fishing How To 7 Fishing Tips 8 Places to Fish 9 Cleaning Fish 10 Create a Fish
  • 18. Keyword Research: Fishing Category example: TakeMeFishing.org highest monthly searches 1 Fishing 823,000 2 Fishing Gear 201,000 3 Fishing Reels 110,000 4 Fly Fishing 110,000 5 Fishing Lures 90,500 6 Fishing Boats 74,000 7 Fishing Games 74,000 8 Bass Fishing 74,000 9 Fishing Tackle 60,500 10 Fishing Rods 60,500 11 Fishing Boat 49,500 12 Largemouth Bass Fishing 44,000 13 Fishing Poles 40,500 14 Fish Recipes 33,100 15 Flounder 33,100 How To Fish 14,800
  • 19. Keyword Themed Calendar Example: TakeMeFishing.org
  • 20. Keyword Themed Calendar Example: Dance Studio
  • 22. Social Landscape Analysis example: TakeMeFishing.org YouTube has over 6,000 Flickr has over 16,000 fishing channels, with an groups related to estimated 75,000-200,000 fishing—more than total subscribers. Over Facebook. The top 30 158,000 playlists with groups have over millions of views, and a 20,000 members total of more than 480,000 fishing videos
  • 23. Social Landscape Analysis example: TakeMeFishing.org
  • 24. Social Landscape Analysis example: TakeMeFishing.org Sharing the Experience
  • 25. Member Base, Social Profiling example: TakeMeFishing.org Social Media Activity by Month Insight: Participation in social media for avid anglers drops dramatically during fishing season.
  • 27. Model the Path to Purchase NEED RECOGNITION SEARCH EVALUATION Understand the Decision Making Process PURCHASE VALUE ASSESSMENT
  • 28. Model the Path to Purchase AWARENESS CONSIDERATION Define Your TRIAL Marketing Objectives PURCHASE ADVOCACY
  • 29. Model the Path to Purchase SELL THE CATEGORY DIFFERENTIATE Determine OFFER AN Your EXPERIENCE Messaging Strategy CALL TO ACTION FOSTER WORD OF MOUTH REFERRAL
  • 30. Model the Path to Purchase SELL THE CATEGORY DIFFERENTIATE each X OFFER AN EXPERIENCE audience CALL TO segment ACTION FOSTER WORD OF MOUTH REFERRAL
  • 31. Content Plan must align with - Business Objectives - Marketing Strategy must convey - Brand Positioning - Brand Personality - Unique Selling Proposition (USP)
  • 33. Content Plan Influence
  • 34. Content Plan inputs Keyword Research • Most searched keywords • The most relevant sites ranking on the top of those Search Engine Results Pages (SERPs) Social Media Audit • Type of conversations that dominate • Topics driving the most engagement • Questions that are being asked • Information they are naturally sharing Integrated Marketing Efforts • Existing analytics, content and assets • Customer feedback, market research • Current marketing and communications plan
  • 35. It’s not a matched set of luggage. - Chris Wexler
  • 36. Content Plan SELL THE CATEGORY Category Benefits USP, Product DIFFERENTIATE Benefits, Features Product Sample OFFER AN Reviews, Testimonials EXPERIENCE Information, Entertainment Application/Utility Opt in to Ongoing CALL TO Relation, Promotion ACTION Sense of Urgency FOSTER WORD OF MOUTH Tell a Friend, Share REFERRAL Write a Review
  • 37. Channel Plan Website Blog Email SMS Facebook Twitter YouTube Flickr Etc. Role Daily Type of Content Weekly Monthly Quarterly
  • 39. Email is the Holy Grail. Image from Monty Python’s Spamalot: http://www.montypythonsspamalot.com/downloads.php
  • 40. Editorial Calendar Jan Feb Mar Apr Theme Seasonality Holidays Events Product Launches Site/App Enhancements Promotions Advertising PR / Events Search Website Apps Facebook Specific Content Twitter YouTube Email SMS Etc.
  • 43. Sample Editorial Calendar: Juut Salonspa
  • 45. Email
  • 48.
  • 51.
  • 53.
  • 55.
  • 57.
  • 58. Relevant + Influential
  • 59. Think like a publisher. Create your own media channel.
  • 60.
  • 61.
  • 62. Socialize Your Content.
  • 63.
  • 64. Where do you begin?
  • 65. Get your house in order before you invite people over.